Insight/Action/Outcome: The business development team at Cramify used Amplitude's Session Replay to gain deeper insights into how users interacted with their landing page. They discovered that many visitors weren’t scrolling far enough to engage with key features, leading them to test a more interactive approach. By making smart UX/UI changes, they reduced CAC by 85% and increased sign-ups by a staggering 520% —in just two months.
As a pioneering ed-tech startup, Mathpresso developed Cramify, a platform that helps college students cut study time in half. By offering AI-powered solutions, summaries, and insights tailored to their courses, we guide them through the learning process and empower them to excel. Yet, our ambitions go beyond just helping undergrads study smarter. We want to redefine what cramming means—a strategy for boosting productivity and focusing on what matters most.
When I joined Mathpresso a year ago, I faced an exciting challenge: adopting a holistic approach to launch a dynamic, user-friendly website that would transform college students' exam prep. I knew we had the potential to do something groundbreaking, and every step we've taken has been about embracing innovation—that's why we implemented Amplitude, a leading digital analytics platform that enabled us to improve our product, gain a deeper understanding of our users, and bridge the gap between innovation and success.
Every step we've taken has been about embracing innovation—that's why we implemented Amplitude, a platform that enabled us to improve our product, gain a deeper understanding of our users, and bridge the gap between innovation and success.
Tooling up for success
We hadn't used any visualization tools before, and our sights were set on Amplitude from the start. Since our team is very tech-heavy and data-driven, we'd all heard how effective Amplitude has been from our colleagues in the industry. We didn't even consider another option.
We decided to go all in and implement Amplitude Analytics, Experiment, and Session Replay to fuel quick, data-driven decisions. As we are in the early stages of our product, our main focus is testing rather than hitting specific KPIs. Our number one necessity is clear: while we expand into new markets and find ways to enhance our product, we need to understand our data quickly.
Where are our users coming from? How do our customers navigate their journey? What features turn new users into paying customers, and which features and functionality should we improve? Amplitude has been invaluable in answering these questions because it provides dynamic, real-time insights that allow us to conduct more effective experiments.
520% more sign-ups with insightful UX/UI
One of the biggest discoveries we made with Amplitude was a critical issue on our landing page. Through Analytics, we realized that many visitors weren't scrolling down the page, missing out on key information that could drive sign-ups.
To address this concern, we conducted A/B testing via Experiment to create two landing page options. One of them displayed a generic call to action. The other opted for a more interactive approach and allowed students to upload their files directly without signing up first.
The star of the show was Session Replay, though. This feature allowed us to see exactly how users navigate our product to reach specific goals. In this instance, we used it to observe how students interacted with our landing page—comparing the generic call to action to the interactive approach. We found that many students were actively engaged in the interactive version, uploading additional class materials and assignments to explore and understand the output generated by the responsive tool.
Switching to the interactive approach and allowing students to test our platform first, increased our sign-ups, which led to more paying users—improving acquisition and effectiveness in one shot. This insight drove 1,600 sign-ups and gained 8,300 new users—a whopping 520% increase within the first two months of our launch!
This insight drove 1,600 sign-ups and gained 8,300 new users—a whopping 520% increase within the first two months of our launch!
As an ed-tech startup, we constantly develop new features, believing each one will be essential for our users. But the data tells a different story. Some features are highly popular among students, like our AI-powered Study Summarizer, which creates summaries of class notes from uploaded documents. Others, however, are rarely used because they aren't properly showcased on our page. Thanks to Session Replay, we identified which features genuinely matter to our users and improved our UI/UX design to accommodate their needs. It wasn't just a matter of gut feeling anymore—we had the perfect combination of qualitative and quantitative data to back our decisions.
Fueling growth with data-driven marketing
Another exciting challenge we faced after launching Cramify was expanding further into the U.S. With its vast market and distinct regional cultures, understanding where to begin and how to connect with students was our priority in order to streamline our budget.
Marketing campaigns are crucial to expanding our presence and targeting specific markets, cities, or universities. With Amplitude, we tracked the performance of three campaigns simultaneously: influencer, student organization, and paid ads. By analyzing our traffic sources, we could reallocate our budget based on real-time insights into where our users were coming from.
For example, we saw that our influencer campaign was performing well, so we decided to recruit more influencers. We also noticed that the University of California in Los Angeles (UCLA) was driving significant traffic, which allowed us to focus our efforts there, such as encouraging content reposts. Optimizing our marketing efforts not only allowed us to better understand where our potential users are—it also reduced the customer acquisition cost by a massive 85%.
Optimizing our marketing efforts not only allowed us to better understand where our potential users are—it also reduced the customer acquisition cost by a massive 85%.
Smart spending, big impact
Amplitude's self-service tools have fueled our expansion and saved us time and money. Our teams are spread across different countries, and syncing with everyone in multiple time zones can slow down decision-making. Before Amplitude, we relied on our engineers to pull data, which could take more than a day if we weren't in the same time zone.
Amplitude's self-service tools have fueled our expansion and saved us time and money.
Now, I can check how many conversions we're getting or how many sign-ups we've had with just a few clicks. Speeding up the process is vital since it allows more room to run experiments and make informed decisions. Thanks to the swiftness we’ve gained through Amplitude, we run one experiment a week without losing momentum.
Thanks to the swiftness we’ve gained through Amplitude, we run one experiment a week without losing momentum.
The smooth integration of Amplitude into our workflow wasn't just about the platform itself—it was also about the support we received from their team, especially South Korea Business Manager Donghun Choi, who helped us tackle any challenges quickly and get the most out of Amplitude.
Looking forward, I'm excited about our growth week after week. As we expand from the West Coast to the East Coast, I'm eager to see how many more students will join our platform. Being at the forefront of education and helping redefine what studying means is not just something we are passionate about—it's the driving force behind our mission.
