How DeFacto increased experimentation 4x & unlocked data-driven growth

Insight/Action/Outcome: As DeFacto’s digital ecosystem expanded across web, mobile, and multiple international markets, teams struggled with fragmented data, slow reporting cycles, and limited visibility into customer journeys. By partnering with Papersource to implement Amplitude, DeFacto unified analytics and experimentation on a single platform. The shift empowered teams to analyze user behavior independently, increased experimentation velocity 4x, and helped validate product improvements that delivered up to a 2% revenue increase in key markets.

At DeFacto, digital products play a central role in how we engage with customers.

As the Senior Manager responsible for Digital Product and Experience, I’ve been part of the company’s digital transformation journey for the past seven years. My work spans the development and optimization of our ecommerce platform, mobile applications, CRM systems, and marketing technologies.

Our teams operate in a highly collaborative environment. Product managers, designers, engineers, marketing specialists, and data teams work closely together whenever we launch a new feature, redesign a customer journey, or plan a campaign.

This makes our primary goals straightforward but ambitious. We focus on continuously improving the customer experience, increasing conversion rates across our digital channels, and strengthening engagement within our mobile app. At the same time, we aim to improve the efficiency of our marketing campaigns and deliver a seamless omnichannel journey that connects online and offline customer interactions.

Every decision we make around our website, mobile apps, or in-store digital touchpoints is guided by these objectives.

Over time, it became clear that achieving these goals required a much stronger foundation for working with data.

Overcoming fragmented analytics

Before adopting Amplitude, one of our biggest challenges was a fragmented data landscape.

Different types of data, such as web analytics, mobile analytics, and campaign performance, lived in separate tools. Connecting these signals to understand the full customer journey was difficult.

Answering even simple questions often required waiting for reports from technical or analytics teams. This slowed down decision making and limited how quickly we could validate ideas.

We needed a solution that could unify product and marketing analytics while enabling faster experimentation. That search led us to Amplitude.

Working closely with Papersource, we went through a structured implementation process. Papersource helped us design our event taxonomy, align analytics with our product and marketing priorities, and implement best practices for measurement and experimentation.

The experience significantly accelerated our process. Instead of spending months on implementation, we began seeing value from the platform within just a few weeks.

Moving from assumptions to experimentation

One of the most immediate impacts of Amplitude was the ability to run more experiments—and learn from them faster.

Previously, testing ideas required coordination with analytics teams and manual reporting workflows. Now, experimentation and behavioral analysis happen on the same platform.

A recent example involved testing changes to our product detail page, specifically how we present product images to users. We ran A/B tests across multiple regions, including Turkey and Egypt. Using Amplitude, we measured behavioral changes and analyzed results based on predefined success metrics.

The results demonstrated a clear impact:

• 1.6% revenue increase in the MENA region
• Nearly 2% revenue increase in Turkey

These kinds of experiments help us move from intuition to validated decisions.

Empowering teams with self-service analytics

Another major transformation was the extent to which analytics could be used across the organization.

Amplitude’s event-based analytics model and self-serve capabilities enable product, marketing, and business teams to explore data independently.

Teams can analyze behavior using segmentation, cohorts, funnels, and dashboards without writing complex queries.

One of the first areas where we saw value was funnel analysis. Being able to visualize drop-off points across user journeys quickly gave us an entirely new perspective on the customer experience.

We significantly expanded our analytics coverage, introducing funnels for processes such as account registration, password recovery, saved payment methods, and product discovery and browsing flows.

These insights allow us to identify friction points much earlier and optimize the customer journey more effectively.

Real-time visibility into digital performance

Today, Amplitude dashboards provide a real-time view of our digital business.

We track a wide range of KPIs across markets and customer segments. Some of the most critical metrics include:

• Product and category click-through rates
• Conversion performance across funnels
• Retention and feature adoption
• Campaign and category performance

Teams across the organization rely on these dashboards daily.

For example, category teams monitor product engagement and sales trends, while marketing teams track campaign performance and customer engagement metrics.

We also build dedicated dashboards for new digital initiatives. One example is DF Chat, an AI-powered style assistant integrated into our mobile app. Using Amplitude, we track engagement metrics such as user interactions, conversations, recommended products, and conversion rates for users who engage with the assistant.

Building a culture of data-driven decisions

Perhaps the most significant impact of implementing Amplitude has been cultural.

Previously, many digital decisions depended on manual reports or delayed insights. Today, teams can validate hypotheses quickly and iterate faster. When a new idea emerges, we test it, analyze the results directly in Amplitude, and refine the experience accordingly.

With support from Papersource during implementation and Amplitude as our analytics foundation, we’ve built a framework that enables teams to move faster while staying grounded in data. Instead of reacting to problems after they appear, we can proactively optimize the digital experience.

As we continue to expand our experimentation culture, this data-driven approach will remain central to how DeFacto innovates and grows.