How CAFU Tripled Engagement and Boosted Conversions 20%+

Insight/Action/Outcome: The product team at CAFU wanted to stop guessing which services fueled customer value. By adopting Amplitude to analyze funnels, understand user behavior, and accelerate experimentation, CAFU cut experiment-to-release time by 75%, boosted conversions by 20%+ across all service funnels, and tripled engagement from outbound campaigns.

When a vehicle owner needs service, they usually need it now. CAFU delivers. We’re a “super app” that connects customers with convenient on-demand services and innovative solutions that save them time and money.

Given the urgency of our business, our product team frequently walks a fine line—on one hand, balancing our supply and availability, and on the other, addressing as much of that urgent demand as possible.

The key to successfully walking that line is extensive experimentation, and then analyzing the results of those experiments to set priorities. Since adopting Amplitude, this approach has worked like magic at CAFU, leading to a 4x increase in product velocity and a 20%+ boost in conversions.

Running on fumes with educated guesses

I’m the head of product at CAFU, and I’m responsible for balancing our priorities across multiple service lines and regions. There’s always an opportunity to optimize our positioning, pricing, availability, and overall experience, so we must determine where and how we can deliver the most value.

As our business grew, we spent more time hypothesizing about which features would be most valuable for our customers and our business. We had several frustrations:

1. We couldn’t perform deep funnel analysis. We are a super app with multiple funnels in multiple markets, so the lack of visibility into our funnels left numerous opportunities on the table.
2. We couldn’t drill down into user behaviors. More than just defining personas, we wanted to understand customer segments based on behaviors and make informed decisions based on the data.
3. We couldn’t test and iterate quickly enough. The time and effort required to run experiments put an enormous strain on my team. We’d have run an experiment for months to gain meaningful insights. Then, it would take weeks to analyze the results.

Because we relied so heavily on guesswork, we’d often miss the mark: either adding too much value to customers at our own expense or not adding enough value for customers as we tried to boost our bottom line.

The situation was unsustainable if we were to continue growing successfully. The only way forward was to secure a platform that would transform our data into meaningful and actionable insights.

Product managers go from zero to 60 with Amplitude

There are plenty of analytics tools on the market, but we needed a specialized platform that was purpose-built to address our fundamental needs and frustrations. We also needed something flexible enough to suit our front-end app experiences and codebases, as well as our backend systems. That’s why we chose the Amplitude digital analytics platform over a more general tool like Google Analytics.

By selecting Amplitude, we knew we would have one of the best—if not the best—platforms for understanding user behaviors so that we could adjust our products accordingly.

Our product managers have come to rely on several Amplitude features. We started with funnel tracking and behavioral analysis to create a highly targeted and personalized experience for multiple cohorts. We also started using Amplitude Feature Experimentation to run as many experiments as we can. We’ve used Amplitude data to help us better define our sample sizes and cohorts that feed back into our CRM. Now, we’re starting to experiment with some of Amplitude’s newer features that enable us to test more rapidly.

We’re also leveraging Amplitude’s feature flags to dynamically display or hide elements, offering more nuanced experiences to different user subsets. Most recently, we’ve added Session Replay to our toolkit and are exploring ways to extract even more specific details about user behavior.

Shifting gears with more experiments

A key turning point for us was using Amplitude to run a series of campaigns to proof-test a new express delivery service. Amplitude helped us run a series of A/B/C campaigns, where we tested customer sensitivity to our offering and availability alongside our pricing and positioning.

Before, we couldn’t test and iterate quickly. After adopting Amplitude, we could gather insights, use them to iterate, and roll out the service rapidly, leading to bottom-line growth. Fundamentally, Amplitude unlocked the ability to strike a clearer and stronger balance between what our customers are expecting from us and how we deliver against those expectations and customer promises.

Turbocharging product velocity with 20%+ conversion gains

Moving from guessing and hypothesizing to engaging in rapid, precise experimentation for insights has made a significant difference for CAFU’s key business metrics.

We have:

• Boosted conversions by 20%+ across all service funnels
• Increased outbound campaign engagement by 3x
• Cut experimentation-to-release time by 75% (from months to weeks)

Amplitude now feeds CAFU’s on-demand prediction model, which takes a variety of datasets to determine demand on any given day or time across a myriad of services. With that information, we can ensure we have appropriate inventory and supply for expected volumes at any given time—no guesswork or gut feelings required.

Apart from the product team’s transformation, partnering with Amplitude accelerated the work of our marketing and engineering teams, too. We’ve seen everyone rally behind the same goals, reinforce the same metrics, and celebrate our achievements when we blow past new plateaus.

Racing ahead with unified data

I thought our relationship with Amplitude would be more transactional, but over time, it’s become more of a partnership. The Amplitude team has helped us unlock more value from specific platform features, and they’ve elevated our voice and influence across our community. Everyone on the team has a vested interest in CAFU’s roadmap and business model.

Without Amplitude, everyone on the team would have to go back to guessing what our customers need, when they need it, and how they’ll respond to the changes we might make to the experience. Guesswork is now a thing of the past, and everyone at CAFU has become more data-oriented. Knowing that we can test, validate, measure, and analyze data has given us great confidence in making critical business decisions.

Instead of walking the supply/demand tightrope alone, we have a proven partner in Amplitude to run experiments, gather data, and continue expanding our business. Amplitude has given us the clarity and speed to consistently iterate and optimize our services, ensuring a clearer and stronger balance between what customers expect and what our business delivers.