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"The data coming in from Heap is accurate, accessible to all stakeholders, and is used with confidence in our decision-making."

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Oliver Armstrong

Sr. Director of Product at Instapage

Instapage is the most powerful and fastest growing landing page platform for teams and agencies. It provides an end-to-end solution that empowers marketers to build, integrate, and A/B split test landing pages at scale for every campaign.

Instapage maximizes the ROI on advertising platforms like Adwords and Facebook Ads by enabling businesses to offer personalized advertising experiences for every promotion. Focused on simplicity and data-driven decision-making, Instapage is on a mission to make advertising more relevant and effective for everyone.

Heap has helped the Instapage product, marketing, and design teams move from a hard-to-use analytics stack spread across multiple silos to a single source of truth about user behavior.

No End to the Costly Delays

Before Heap, the Instapage team relied on a competing analytics platform to track user behavior. The onerous event specification requirements inherent in the platform and the necessity of writing additional tracking code consumed engineering resources and slowed the team’s pace of product development. These issues also made the creation and maintenance of a consistent tracking plan difficult.

Further compounding the problem were concerns regarding the accuracy of the data and problems with the overall data model. Basic reports, like revenue by source, deviated significantly from their internal systems of record. The competing product’s event-centric data model made it difficult to segment by user type, or to properly connect returning visitors and those who have signed in previously.

What Good is Bad Data?

It wasn’t until an interdepartmental customer engagement meeting that Oliver Armstrong, Sr. Director of Product, pointed out that “the data quality was so inaccurate and untrustworthy that it was unusable.” The meeting quickly turned from customer engagement to a discussion about restructuring their analytics stack. As it became increasingly clear that their analytics implementation had broken down, Instapage turned to Heap to remove the need of implementation in the first place.

Confidence through Autocapture

According to Oliver, the team at Instapage knew that they needed “an analytics tool that took into account all the stakeholders, from the marketing team to the CEO and product team. Something that was accessible for everyone and that everyone could pull insights from without knowing SQL.” Additionally, Instapage needed a platform that could get up and running quickly. The Instapage team wanted that ease of use and implementation without sacrificing the depth that team members with more specialized needs could take advantage of.

Heap’s ease of implementation meant that the team was up and running in a single day. “It was pretty flawless,” says Stefano Mazzalai, Senior Marketing Operations Manager.

Heap’s codeless, “capture everything” approach meant that the Instapage team no longer had to go through the time-consuming cycle of creating an event tracking plan, implementing that plan, and waiting six weeks for the data to appear. “Once we had Heap set up, I could immediately see historical data,” says Patrick Holmes, Paid Marketing Manager, allowing anyone on the team to go into Heap with a question and answer it on the fly. “Autotracking is a huge plus for us,” says Patrick, “You can be confident that you’ll be able to answer questions you haven’t thought of yet.”

A single source of truth for teams

“We’ve moved from a focus on how initiatives affect signups to seeing how initiatives actually contribute to bottom line revenue,” says Patrick who uses Heap for SEM and on-site optimization, bringing in A/B testing data and marketing automation data into the platform. He can analyze how automated campaigns bring users back to the application, and manage keyword and ad spend, tying Heap data back to revenue.

Heap has helped drive content strategy as well, surfacing which behavioral patterns lead to different types of product upgrades. This helped the team create hyper-focused creative assets that target specific segments of users.

Today, all Instapage marketing, product, engineering, BI, researchers, and executives trust Heap as a single source of truth. Heap has democratized access to data by allowing all stakeholders to use data to answer questions. “More and more people are trying to become data driven,” says Abhishek Singh, Business Intelligence Manager, “and they’re finding it easier to use data as a source and backbone.” According to Oliver, “someone is always answering new questions daily. Heap is embedded in the order of operations. The team now has confidence that we have the data to back up taking on new initiatives, rather than just having an assumption.”

Using Heap to Optimize Trial Conversion

Heap has improved the company’s bottom-line revenue. Using Heap’s retention analysis feature, the team was able to measure the impact of reducing the company’s introductory free trial from 30 to 14 days. They found that people were converting at only the beginning or the end, and that the length of time in between didn’t matter. They were able to greatly speed up sales cycles and bring in revenue faster than ever.

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