GTM Validation: AI Travel Product

Challenge: An AI travel product with 2-3 years of market presence had retained users but lacked understanding of usage patterns, user profiles, and conversion funnel performance to optimise customer acquisition and experience.

Approach Product analytics evaluation using Mixpanel, Hotjar, and Amplitude across webapp and software solution to understand user behavior. Funnel tracking from website visit through trial sign-up to identify conversion bottlenecks and customer experience improvements, to scale GTM efforts and evaluate distribution channels.

Outcomes

• User segments identified: who was using the product and how

• Usage patterns revealed: key features, frequency, workflows

• Funnel analysis findings: specific drop-off points identified to be fixed by development

• Customer experience improvements implemented: Faster ticket resolution and communication with customers

• Retention improvements: engagement increases after fixes, and churn was reduced with existing users

• Business impact: GTM strategy, revenue growth and user acquisition efficiency