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Use Mixpanel Cohorts for Targeting VWO Experiments

Puneet Kaura Puneet Kaura 2 Min Read

In a recent product-update, we discussed how integration with other tools is a key element of VWO product roadmap in 2021. To carry forward the theme, we are announcing a new integration with Mixpanel (a popular product analytics tool) – the ability to use Mixpanel cohorts for targeting visitors using VWO Testing and VWO Deploy.

A cohort can be defined as a group of users who share a set of properties or have performed a particular group of events, examples of cohorts can be:

  • Power users – Users that made 3 or more purchases in the last 7 days
  • Recent upgrades – Users that upgraded their plan in the last 30 days
  • Inactive users – Users that haven’t used your app in the last 14 days

PLEASE NOTE: Our current VWO integration with Mixpanel which involves sending of VWO experiment data to augment Mixpanel stays as is.

The ability to target an experiment based on user behaviour is a powerful lever in the hands of a marketeer, it opens up a whole set of new use-cases that were (almost) impossible earlier using the conventional targeting methods that focus on demographics – Device, browser, location etc. Examples are:

  • Experiment to make visitors who are yet to make their first-purchase (cohort – Yet to make a purchase) convert by showing a Free shipping banner vs $5 discount banner.
  • Experiment to ask frequent buyers (cohort – Bought more than 3 times in the last 60 days) to enroll in the loyalty program by providing different copy on the CTA button.

How does this integration works:

  • Create user cohorts in Mixpanel.
  • Enable VWO integration inside Mixpanel and sync these cohorts to VWO. Please note cohorts get automatically updated every few hours keeping the targeting relevant at all times.
  • Each Mixpanel cohort appears as a VWO Attributes list.
  • One or more Attributes list can be used for targeting VWO experiments

Please use the following article to get detailed integration instructions here

Ready to Explore?

The integration is now available across all plans of VWO Testing – WebVWO Personalize, and VWO Web Rollouts. Need assistance or have questions? Reach out to our dedicated support team at support@vwo.com.

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