Public Goods

A hand holding a phone shows a Public Goods websitePublic Goods


Product Design, Information Architecture, Creative Direction, Motion Design, User Interface Design, Illustration, Back-End Developement


Data Analysis, Artificial Intelligence, Machine Learning


Figma, Adobe Illustrator, Adobe After Effects, Lottie, Python, HTML 5, CSS3, React Native

The Brief

Technology is evolving rapidly, and shopping trends shift daily, requiring ecommerce businesses to anticipate changes in the market from reliable data insights. This is where effective analytics come into play. Public Goods wanted a more comprehensive and effective way to glean business insights, so they partnered with Outliant to implement Mixpanel - an analytics tool used for tracking sales, conversion rates, engagement rates, and customer retention. Our team architected their analytics solution, applied it to their website, and trained their analytics team on Mixpanel best practices.

The Challenge

Implementing analytics solutions requires a lot of diligence; we had to process statistical information from all marketing and sales activities simultaneously, in order to generate useful insights. Additionally, adding tracking analytics to the Shopify checkout process in particular requires expert-level development skills. Fortunately, we are Shopify Plus experts, so we were able to craft a solution for single-user experience tracking from start to finish, allowing Public Goods to visualize the entire customer journey.

 Public Goods Pages featuring their products

Our Approach

We planned out the key performance indicators that Public Goods wanted to measure. From there, we were able to assign events to the KPIs and come up with the triggers which fired the events. We meticulously dug into the user behavior and segmented it in every possible way. We processed in-product data to show how users interact with their products and why they do the specific things they do. By implementing Mixpanel, the client is now able to measure conversation rate, see top-selling products, and review customer journeys.

Ability to measure funnel conversion rate

Ability to see top selling products

Ability to review customer journey history
Ability to measure funnel conversion rate
Ability to see top selling products
Ability to review customer journey history
A tote bag with the Public Goods design in the middle and a description and add-to-cart button

The Metrics

About the Company

Public Goods is a new-age ecommerce company that sells healthy, sustainable goods at direct-to-consumer prices. They offer personal care products, household essentials, and grocery items in simple, minimalist packaging. They are committed to making healthier, more informed choices easy and accessible to all, in hopes of encouraging more people to care for the environment.