New Custom Dashboards: All the metrics that matter to you in one place

If there is one thing to be said about our customers is that there is no “one-size-fits-all”. The same can be said about the 165,000+ businesses that trust us to deliver quality, actionable insights to improve their website experience. Albeit, these businesses share certain commonalities, this doesn’t exclude them from needing flexibility to keep track of their website performance.

Over the past few months we’ve been working on developing an initial version of a dashboard that allows you to monitor and control the metrics that matter the most to you and your team.. 

As users ourselves, we recognize that, while all metrics are important, there are some that are more pertinent than others depending on your role inside the company. Thus, Mouseflow’s custom dashboards are here to empower individuals inside organizations to configure a “command center” with the KPIs that matter the most to them. Build as many as you need and share them across the company to keep everybody on the same page.

How to get started with our custom dashboards

Building a dashboard in Mouseflow is very easy, but where do you start? Here are a couple tips::

  1. Figure out which reports and metrics you’re looking at the most.
  2. Set up a dashboard and select the reports you want to add. Keep in mind that filters apply on the dashboard level.
  3. Set up and save filters for your dashboard, so that you can easily apply them next time. 
  4. Share the dashboard with your team (or keep it as your secret super power). 

Check out this brief video with Morten, our Head of Product, showcasing how easy and intuitive it is to build your first custom dashboard.

Product tip:  Now, with unlimited number of users per account, you can invite your organization so that you can all take advantage of the new custom dashboards.

How to Improve Your Checkout Process to Increase Conversions

The reason why 75.6% of online shopping carts are abandoned is because of a poor checkout experience.

Sixty-per cent leave due to unforeseen costs like high shipping fees. And over a third don’t convert because there isn’t a guest checkout option.

This guide examines how to increase checkout conversions and create a better checkout process.

We break down how the checkout process works. Then we look at conversion rates and why shoppers abandon their carts. We then offer 6 tips to help improve the checkout experience.

Read on to see the main issues that cause cart abandonment and how to improve conversions.

The Checkout Process

The checkout process turns a shopper that is browsing into a buyer. It follows a visitor as they add an item to the cart to the point of completing an order.

It’s part of the conversion rate or sales funnels.

These terms describe the customer’s journey from finding your website to completing a designated action. For an online store, this would include adding items to a cart then making a payment to complete the order.

Most e-Commerce sites traditionally divide the conversion rate funnel into five phases:

  1. Add to cart
  2. View Cart
  3. Account Registration
  4. Shipping and Billing details
  5. Confirmation Page

Adding items to the cart normally takes place on a product page or perhaps from a category or search results page.

The view cart page displays the list of products added, including basic information like name, price, and a thumbnail image. Each item shows the quantity to be ordered and a subtotal is given at the bottom. Customers should be able to easily edit their cart before proceeding to checkout.

The ‘Checkout’ button should be clearly shown to invite shoppers to move towards the next step

Traditionally, the checkout process is started by asking existing customers to log in to their account to save time, or inviting new customers to register for an account. They then enter their shipping information and the total price updates after calculating total delivery cost and applicable taxes.

Billing details are then entered and the customer reviews everything before committing. With some of the modern digital wallets, the payment selection is the first step and shipping details are automatically populated.

Customers then receive a ‘thank you’ message which confirms that the order was processed successfully. 

What Are Conversion Rates?

Not every visitor’s shopping cart converts into a completed order.

The conversion rate is the percentage of customers that complete the checkout against the total number of visitors.

For example, if a store attracts 10,000 users and 200 complete the checkout, that’s a rate of 2%. How does that compare against the industry’s average?

Average Conversion Rates

Conversion rates vary depending on industry type but the overall average is 3%.

Gifts and clothing have a higher conversion rate of 4.9%. In comparison, DIY and tools convert to only 1.7%.

Conversion rates and cart abandonment are also impacted by device types like mobile vs desktop. Factors like traffic sources have an input too. Referrals convert best just behind paid and organic search results.

Typical Issues Causing Cart Abandonment

What are the possible reasons for a lower than average checkout conversion rate? 

Some typical issues include:

  • Customers just browsing
  • Unexpected shipping fees
  • Confusing checkout process
  • Discount codes not working
  • Poor choice of payment options

Some visitors use the “add to cart” action more like a wish list. They want a running total but don’t want to commit to a sale. They may also want to make sure the items are available and the actual price once the item is in the cart.

Promotional or discount codes are an excellent way to increase sales. However, in some cases, they can actually be a deterrent. If customers see a promo box but their Google searches don’t provide a code that works they may leave in frustration. 

Confusion Equals Abandonment

General confusion like what button to press next or where to add a delivery address can influence the process. If shoppers can’t understand the checkout process, they give up and go elsewhere.

There are many other reasons why shoppers leave that are unique to each site. That’s where conversion rate analysis software like Mouseflow can help.

The software identifies exactly what happens when a visitor is on your website so it’s easy to spot when and where the process fails.

6 Tips to Improve Checkout Conversions

We’ve outlined some of the issues behind customers abandoning their carts, but how can they be retained?

Here are 6 actionable tips to help increase checkout conversions.

1. Offering Guest Checkout

At least 28% of customers don’t finish checking-out because they need to create an account.

Few people want the hassle of creating a username and password. That’s why offering a guest checkout option can help.

As a guest, they don’t have the annoyance of adding extra information or having to login. They’re first time shoppers on the site and don’t fully trust it yet either. If the checkout goes smoothly, they then can choose to become a fully registered member.

Guest checkout conversion rates are higher than registered checkouts. The option is also easy to implement.

Modern shopping cart software like features a guest option as standard.

2. Alternative Payment Options

Credit and debit cards have the majority share in the US, UK, and Australia. Boleta is a big payment provider in Brazil. While in China, Alipay is the leading third-party online payment solution.

PayPal is still a major payment provider used all around the world. Yet some customers prefer to pay via a digital currency like Bitcoin. While others still like to post a traditional check. Newer solutions offer the ability to “Buy Now, Pay Later” which has been proven to increase conversions.

Online stores don’t have to offer all these alternative payments but should research their market. Ignoring how their customers wish to pay will only increase cart abandonment.

3. Single Page Checkout

A drawn-out form with too many mandatory fields can easily lead to abandoning a cart. A better solution is to simplify the process by including only the essential items on one page.

Sites should hide address fields in the billing and shipping sections that aren’t required.

They should integrate panels to separate content into manageable chunks that slide open as needed. And use checkboxes to mark duplicate content so the site can fill in those details automatically.

Online stores should also integrate our form analysis tools to monitor shopper engagement.

It measures errors, drop-offs, and refills which can help uncover unexpected issues. Fixing these problems can have a massive impact on conversions.

4. Display Security Seals

Trust or security seals reinforce the message that online shopping is secure and boost conversions.

Providers like McAfee and VeriSign offer this service and actively test a site against known threats. In return, the site is allowed to display their seal of authentication.

Many stores put these seals on the payment page but why stop there?

Place them in prominent spots like the header or beneath the ‘Add To Cart’ buttons. Customers will subconsciously align security with the website the more they see a verifying seal.

5. Optimize for Mobile Shoppers

While mobile devices have surpassed desktop as the device of choice for internet browsing, shopping on a mobile device can still be a frustrating experience if the website has not been set up with mobile visitors in mind.

Many sites have implemented responsive design,  where the content adapts to fit the visitor’s screen and interactive elements become easier to use.

However, many online stores often ignore the most vital pages – cart and payment.

A variety of screen sizes, device types, and operating systems should be used to test these.  Also different browsers like Chrome, Safari, Opera, and Firefox.

Sites should not require pinch and zoom to view the content. And buttons need to be easy to click with a thumb or finger.

6. Display Clear Order Amounts

Hiding order totals or not making clear what the amount to be charged is, will decrease conversion rates.

Customers want to always be informed. That’s especially true for shipping charges and taxes.

Site owners should reexamine the layout of their cart and compare it to successful competitors. They should use recorded live data to fully investigate what works and what doesn’t.

A video that details the causes behind dropping out of a sale can quickly lead to a fix and better results.

Rely on Mouseflow to Help Increase Checkout Conversions

In this article, we’ve looked at how to increase checkout conversions through a better checkout process.

Offering a guest checkout option and a single page experience can help convert sales. But how can you be sure what’s preventing your customers from making that final payment?

Mouseflow helps to reveal why your visitors aren’t converting into paying customers.

Using Mouseflow, you can replay their shopping sessions. It’s just like watching a video recording. See exactly how your customers interact with your site and the reasons why they abandon their cart.

Use heatmaps to spot trends and our sales funnel to discover leakages. Be one-hundred percent sure what the problems are before spending money to fix them.

Mouseflow improves your checkout process conversions through visual proof. That’s something you can rely on.

Author’s Bio

Jimmy Rodriguez is the COO and co-founder of 3dcart, an e-commerce software to build SEO-friendly online stores. He’s dedicated to helping internet retailers succeed online by developing digital marketing strategies and optimized shopping experiences that drive conversions and improve business performance.

Mouseflow vs Hotjar: which one to choose?

If you have come this far, it means that you are considering subscribing to either platform to improve your website experience and for that, we are grateful. We understand that making a choice requires a lot of research and we’re here to help by offering you an in-depth comparison of Mouseflow vs Hotjar to facilitate your decision making.

At first sight, the platforms seem to have the same functionality with similar toolsets. However, at a closer look, you will see that there’s a tremendous difference between the two just as there’s a clear difference between the Polaroid and digital camera. The biggest difference is not in pricing or in the number of recordings either of these platforms has to offer, but in the way the data is collected and the level of insights you can get with either. 

Going further we’ll help you understand the value each platform brings to your business by covering the following topics:

Mouseflow vs Hotjar: what’s the power of no-sampling?

Same, but not the same: how non-stop recording leads you to better insights faster

Is Mouseflow right for you?


TL;DR: What are the fundamental differences between Mouseflow and Hotjar?

  • Not missing a single visitor or insight regardless of the plan you choose. One of the main differences between Mouseflow and Hotjar is that Mouseflow doesn’t sample your data. Another one is that by default Mouseflow records 100% of your site’s visits from the start on any of its plans unless you choose otherwise. Hotjar, on the other hand, reserves continuous recording for their premium plans (with a few caveats, still), and uses  data sampling to randomly record your data in batches.. As Hotjar explains: “The traffic used in the sample is randomly selected and ensures you can see what your visitors are doing around the clock”. So you get some statistics, but not the full picture.
  • No setup required after installation.  With Mouseflow your data is available to analyze as soon as you start recording your website. Heat maps are instantly-generated for all tracked pages, and your visitors’ sessions get recorded automatically. You don’t have to worry about setting up your heat maps or session recordings to start gathering data. Depending on the Hotjar plan you choose, you’ll need to create a new heat map and recordings for every page and occasion and time. If you fail to set these up ahead of time, you will lose the opportunity to gather this data.
  • Retroactive forms and funnels. Watch videos from visitors who drop in every step of the funnel or form field to understand what is distracting them to complete a transaction. Go back in time to review how your funnels and forms have performed. Your data will be available to analyze as soon as you start recording. 46% of our customers use our funnels and forms to optimize their website flows to improve conversions, sales and user experiences.
  • Automatic identification of issues. Watching visitors’ sessions can become overwhelming, especially if you don’t know where to start. With Mouseflow,  you spend less time finding the problem and more time focusing on fixing the issues with its friction score. This is a unique feature that is included in all of Mouseflow’s plans which comes at no extra cost or additional set-up. Take it one step further and define your own, custom friction elements. With Mouseflow you can also track JS errors on your website automatically. No extra set up needed and at no extra cost. This will facilitate your communication with developers when fixing issues on your website. Hotjar doesn’t provide automatic issue identification or JS error tracking.



Mouseflow vs Hotjar: what’s the power of no-sampling?

One of the biggest differences between the platforms is that Hotjar samples your recordings and Mouseflow does not. But what is sampling anyways and why is it important? Well, the devil is in the details as they say…

Let’s draw an example: You are a supermarket owner. You have 100 customers, and you want to conduct a study of how they behave inside your store. With Hotjar, you would only be able to study a portion – or sample – of randomly selected customers of the 100. The selection and sample varies according to your plan, and you have no way of knowing exactly the ratio of visitors to samples recorded.

Some of these customers in the sample would have made a purchase, others wouldn’t, but the truth is that some information will inevitably be lost and you will not be able to review it later if you need it.

sampling vs no sampling With Hotjar’s sampling you only record a fraction of your visitors, not all of them.

With Mouseflow, you will record every customer inside the store without any exception. There is no random selection or sampling of any kind. However, if you want, you can always adjust the settings – Mouseflow leaves that choice to you, thus allowing you the flexibility to manage data consumption under your allotted plan. In short, Mouseflow gives you complete control over your recordings, and Hotjar does not.


Same, but not the same: how non-stop recording leads you to better insights faster

How much insight do you get? Don’t just take our word when we say it’s like comparing a Polaroid to a digital camera. Both are cameras, both take pictures, but they are very different. If the picture is destined to go beyond the fridge door or memory board, you’re likely to use a digital camera. Let’s dive into the differences, one by one.

Session Recording and Replay:

Mouseflow vs Hotjar: the difference in session recordings
Hotjar Mouseflow
Recording In snapshots for lower-tiered plans, non-stop for premium plans* Non-stop, unlimited
Users captured Some (sampled) All (not-sampled)
Filters 6 filters
URL, Country, Tags, Page Count, Hotjar User ID, Device, Browser, OS
100+ filters
URL, Country, Tags, Page Count, Device, Browser, OS, Screen resolution, HubSpot User ID, Friction Score, Friction Event, Duration, Traffic Source, Returning visitor, Custom Variables, Custom Behavior Tags
Recording break-down Entry page/ Exit page Shows all pages visited with times, tags, and friction scores during a session organized in a waterfall view.
Can download No Yes

Apart from recording non-sampled data, which we covered above, Mouseflow gives you several other differences to consider.

Hotjar records in batches and you need to keep selecting the amount of information you want to record and later reset the recording once the limit is reached. 

Session recording comparisonHotjar’s session recording setup.

With Mouseflow, once you start recording there are no extra actions required and you don’t need to worry about remembering to turn the recordings on. This also helps you avoid having any regrets about not recording at a specific time.

Mouseflow's session recording overviewMouseflow’s session recording dashboard – once you start recording, no additional actions are required.

Reviewing your visitors’ videos is essential to understand how they behave on your page. Let’s compare both platforms’ dashboards and session recording players.

Hotjar does a nice job in organizing information for you out of the box. You can favorite recordings, review entry/exit page, session duration, number of pages viewed, country, and the date that the sample recording was made.

Hotjar's view of session recordings.Hotjar’s view of session recordings.

You can also add more columns to review devices, operating system, referrer URL, browser, and a number of actions taken inside the video.

Hotjar also allows you to filter your recordings by the aforementioned attributes, and by tags (which you add to your recordings manually), behavior-specific attributes like rage-click and “u-turns”, by results from feedback campaigns and by user attributes (set up needed from development). These last filters are available only on Hotjar’s business plan.

Hotjar’s session recording player is very familiar. It has what you can expect from a video player, plus a sidebar with the option to comment and add notes about the recording, as well as a detailed list of all actions taken on the page and their timestamp.

Mouseflow’s recordings dashboard is a comprehensive overview of all of your recordings. You can review the city and country from the recording, the referrer URL, entry page, how long ago was the recording made, number of pages in the recording, friction (more on that in a second), duration, devices, and tags and variables.

Mouseflow vs hotjar Session recording view Mouseflow’s session recordings view.

By clicking on the number of pages visited on a recording with more than one page recorded, you can quickly get a breakdown of all the pages visited, how long they stayed on each page and the tag details of each. 


Heat maps:

Heat maps are a flagship feature for both Mouseflow and Hotjar, and it is one of the most sought after tools by professionals in CRO, UX/UI, marketing and product fields. Let’s take a look at the differences.

Mouseflow vs Hotjar: the difference in heat maps
Hotjar Mouseflow
Generated Manually for each page on lower-tiered plans Automatically for all tracked pages
Types 3: Click, Move, Scroll 6: Click, Move, Scroll, Attention, Geo, Live
Filters available Device, Type Device, Type, Time, Traffic Source, Browser, Screen Resolution, OS, Tags
Recording break-down Entry page/ Exit page Shows all pages visited with times, tags, and friction scores during a session organized in a waterfall.
Visualization of dynamic elements (sliders, menus) No Yes
Can download No Yes

Hotjar’s heat map tool offers an overlay of clicks, movement, and scroll with the option to review behavior by the device. To use a heat map, you must first set up the pages you’d like to analyze, pick the sample size you’d like to collect, and turn on the heat map to start collecting data.

Hotjar's heat map example

Mouseflow offers 6 types of heat maps out of the box. This means that as soon as the tracking code is installed, the heat maps will be instantly generated for all your pages without any extra set up. With Mouseflow, you’ll be able to analyze clicks, scroll, movement, attention, geographical location, and a live render of your site that enables the visualization of dynamic elements on a heat map as you navigate the site yourself.

Mouseflow's heatmaps view

While having 6 types of heat maps is an advantage when analyzing your visitors’ behavior, you also get contextual information depending on the type of heat map you are viewing.

Mouseflow contextual click information on heatmapsMouseflow’s example of click information on a heat map.

A key differentiator between Hotjar’s and Mouseflow’s heat maps is that with Mouseflow you can use its powerful filtering capabilities to analyze the data according to your needs. Do you want to discover why your landing page is not converting better? Just select the page from the menu, or select the utm_source you’d like to review. No extra setup needed. With Hotjar, applying filters like source or page means setting up a new heat map every time. 

In addition to filtering, Mouseflow also enables you to review heatmap changes in time. You can browse dates of interest and analyze how changes have impacted your visitors’ behavior. This is especially handy when running A/B tests or changes in the page structure to improve conversion rates.

Conversion Funnels:

Mouseflow vs Hotjar: difference in funnels feature
Hotjar Mouseflow
Users captured Not available All (not-sampled)
Editing your funnels Not available Edit when you want. Never lose your data.
Filters Not avaiable 100+ filters:
URL, Country, Tags, Page Count, Device, Browser, OS, Screen resolution, HubSpot User ID, Friction Score, Friction Event, Duration, Traffic Source, Returning visitor, Custom Variables, Custom Behavior Tags

Building conversion funnels for key transactions on a website is one of the most important tools for understanding performance on a site. To help with this, Mouseflow allows building funnels and reviewing sessions from visitors that dropped-off and also successfully converted. On top of that, Mouseflow offers extensive filtering options that can be applied across your funnel for more in-depth analysis.

Hotjar decided to remove conversion funnels from their product in August 2020, making the feature available to the limited group of existing users until December 2020. 


Mouseflow's funnel view Mouseflow’s funnel view


Form Analytics

Hotjar vs Mouseflow: what’s the difference in form analytics?
Hotjar Mouseflow
Users Captured Not available All (not-sampled)
Form results data Not available Always. Set up and analyze when needed
Filters Not available 100+ filters
URL, Country, Tags, Page Count, Device, Browser, OS, Screen resolution, HubSpot User ID, Friction Score, Friction Event, Duration, Traffic Source, Returning visitor, Custom Variables, Custom Behavior Tags

Ever had a form on your website for lead generation and can’t know for sure what’s keeping your leads from converting? Are you asking for too much? Form analytics enables you to review a funnel-like analysis of the forms on your website. Mouseflow allows to set up form analytics and:

  • Set up form analytics and review the results, as soon as you start recording on your website. Mouseflow doesn’t require setting up and activating form analytics to start analyzing. Filter out interactions with the form according to your needs with the parameters we discussed in session replay.
  • Replay sessions from visitors who dropped out or succeeded in completing the form.
  • Completely rely on forms data and results as it covers your whole universe of visits and not a random selection as with Hotjar.

Form Analysis
Mouseflow’s form analytics view

Feedback campaigns

Hotjar vs Mouseflow: what’s the difference in feedback campaign?
Hotjar Mouseflow
Users Captured Some (sampled) All (not-sampled)
Trigger on click rage, click error or inactivity No Yes

A key difference between Mouseflow and Hotjar’s feedback tool is that Mouseflow allows you to trigger surveys when a user experiences click rage, click errors, or inactivity. Both Mouseflow and Hotjar can trigger surveys at page load, when they have scrolled a percentage of the page, with a delay so it shows after a few seconds since the visit started when the mouse leaves the page (exit-intent) and with a custom trigger placed on the page.

With Mouseflow, you can also target visitors by language without extra set up.

Mouseflow's feedback campaigns set up Mouseflow’s feedback campaigns builder


Is Mouseflow right for you?

Whether you are a startup or a big company doing business online, Mouseflow is a powerful complement to your analytics stack. Its features have been developed to provide flexibility and readily-available insights that improve efficiency and effectiveness, something that is highly valuable at any company regardless of its size or stage. 

Mouseflow’s benefits span across different areas of interest. Further, let’s highlight its benefits by roles and by company size:

  • If you work in product

Mouseflow can help you validate your user flows and ensure that your features suit your clients’ needs, collect feedback directly from your users to understand what to build next. Moreover, as Mouseflow doesn’t sample your data, you can review how changes in the product have impacted your visitors’ navigation by accessing historical data.

  • If you work in digital marketing

As a digital marketer, it has become increasingly important to understand why your customers aren’t converting. Mouseflow’s set of tools will help you improve your conversion rates by allowing you to build website conversion funnels per acquisition source, campaign, keyword, and/or content type. Analyze heat maps to understand how your visitors consume your website, what gets their attention, and replay sessions from dropped-off visitors to identify problems in your path to conversion. 

  • If you work in UX/UI

With Mouseflow’s friction score you can quickly identify sources of issues with your visitors’ sessions to iterate rapidly and continually. By complementing your favorite analytics tool with Mouseflow, you can have the full picture with quantitative and qualitative data to truly understand what’s preventing your visitors from arriving at the aha! moment. You can also run feedback and NPS campaigns to learn more about how people perceive the product.

  • If you are a Startup

When you are a startup, it is all about efficiency, cutting costs, and getting the best bang for your buck. Resources are limited and you are always running against time. Mouseflow is not extraneous to this situation. In other words, the product has been developed around providing the most valuable insights in the least amount of time and effort. Our pricing plans are affordable and our product capabilities can scale alongside your startup quickly by just consulting with our A-team in support. Share or download recordings across teams, departments, and freelancers to speed-up your iteration and beat your competitors in finding product-market fit.

  • If you are a bigger company (Enterprise)

Mouseflow’s flexibility and advanced filtering capabilities are perfectly suited for multi-disciplinary teams focused on optimizing web properties. It is trusted by over 165,000 brands to deliver powerful insights that can change the course of a business into the path of success. Error tracking can facilitate communication with development teams, while Friction Score can free-up resources when analyzing vast amounts of recordings.


Let’s recap the most important differences between Mouseflow and Hotjar before we let you go:


  • Continuous recording on all plans

While Hotjar offers continuous recording on their top-tiered plans,they still rely on sampling on their lower-tiered, entry level plans.Mouseflow, on the other hand, offers continuous recording on all its plans so you don’t have to worry about missing out on recordings from your visitors or making a decision about sacrificing data to be able to use behavior analytics right from the start of your project, nor worry about activating recordings every time your sample has been captured. Install the tracking code, start recording, and get some popcorn :).

  • What about heat maps?

As soon as you start recording Mouseflow provides you with 6 types of heat maps built instantly for all of your pages on all its plans. Review historical data by just adjusting the date and review how your visitors’ behavior has changed over time.

  • What’s the word on Funnels?

Mouseflow will allow you to build funnels any time you want. Forgot about setting up the funnel? Afraid you lost all that goodness? Don’t worry. Mouseflow has been gathering that data all along. Hotjar removed their funnels and form features for new users and will deprecate the feature for existing users by December 14th, 2020.

  • Form analytics are my jam, what do you have to say about that?

In the same way as with funnels, form analytics data is captured by Mouseflow from the get-go. Simply build an instance to analyze any form on your website and watch videos of the visitors that interacted with it. Hotjar also removed this feature for new users and will deprecate it for existing user by December 14th, 2020.

  • Error tracking , friction, and advanced filtering

These are three unique features of Mouseflow’s product. Error tracking is available as soon as you start recording visitors on your website and is included in all of our plans. Your developers are going to love it!

Friction tags each of your recordings with three levels of happiness automatically so that you can review problematic sessions first and get to your most pressing issues quickly.

With advanced filtering, you will be able to segment your sessions recordings, heatmaps, funnels, and form analytics by multiple variables and combinations giving your team unparalleled flexibility to understand how behaviors differ by cohorts of interest.


At Mouseflow, we are incredibly humbled to be considered as one of your choices to upgrade your stack. Our support team is ready to answer any questions you may have about our product or plans, so please do not hesitate to shoot us a message at, or chat with us directly on Twitter or Linkedin at @mouseflow.

Are you ready to discover why your customers are not converting? 

Sign up for a 14-day free trial now. No credit card required and it only takes about 15 seconds to sign up.


Introducing Custom Dashboards

At Mouseflow we’re always striving to shape our platform around the needs of your business needs. Our goal has always been to provide you with an easy access to insights.

We’re happy to share our latest updates to the Mouseflow Dashboard:

  1. Favourite Reports: The option to favourite reports will make it easier for you to get an overview of the heatmaps, funnels and forms that matter most to you and your team.
  2. Shareable Dashboard: Once you’ve set up your dashboard with all the reports that are central to your team, you can now easily share it with one click.

Favourite reports

With Favourite Reports you can have your favourite Heatmaps, Funnels, Forms, and Feedback Campaigns directly to your dashboard. This way you gather all your most important insights in one place.


How do I configure it?

Mark Heatmaps, Funnels, Forms or Feedback with a star and see them on the front page.


Shareable Dashboard

Once you’ve collected all the reports that are most important to your team in one place – it would be a shame not to share them. So we’ve made sure that the new dashboard is easy to download and share. Be it with your team, your stakeholders or your clients – simply click the print/download icons at the top of the dashboard page. 

What if I need to filter for a specific device, country or traffic source? 

Simply apply the filters from the top bar based on parameters that you need to see:

How To Track Your Email Campaigns with Mouseflow +Mailchimp

When your resources are limited, you want to be sure that you’re not wasting any of your precious time and money. This is especially true in marketing where it can often be difficult to measure the exact return on investment.

Chances are that you are using email marketing in your company – and this is a good thing. In 2019, global email users amounted to 3.9 billion users (Statista, 2020). This figure is set to grow to 4.3 billion users in 2023 (Statista, 2020). That’s half of the world’s population. For comparison, Facebook users are set to reach 1.7 billion in 2020 (Statista, 2020) – or less than 40% of email users.

This is to say that email marketing has enormous potential and can be a significant factor in growing your business.

But do you know if your email marketing efforts are actually working? I bet you know exactly how much traffic your emails drive to your website, but do you know how many of these users actually go on to spend money on your site? 

Not a lot of tools will provide that kind of insights, but Mouseflow allows you to follow users all the way from email to checkout!

Understand your email campaign success

The only way you can effectively improve your email marketing is to understand not just how your customers interact with your emails but also how they interact with your website afterward – and whether they go on to purchase your product. 

There are a lot of tools out there that provide excellent reporting on specific metrics related to your email campaigns.

If we look at Mailchimp they provide several important key metrics like:

  • Open Rate
  • Click-Through rate
  • Bounce Rate
  • Number of unsubscribes

out of the box among the reporting tools – and they are definitely important indicators of whether the content of your email resonates with readers.

But eventually, you’ll find that these numbers lack context. Mouseflow can help you measure the real ROI of your email campaigns by tracking users all the way from email to checkout. This will let you gain important insights such as:

  • Are users converting? 
  • What specific products are they buying?
  • Are they signing up for a product or a webinar? 
  • How long are they staying on your website?
  • What are they browsing?

Insights like these will allow you to optimize your email campaigns for conversions not just clicks on a CTA. If, for example, your campaign has a high click-through rate, but your conversion rate once the users land on your website is low, Mouseflow will be able to tell you this so you can adjust your strategy in the future.


Email to Website Analytics

With the Mouseflow integration, you can immediately track visitors from the second they click the email CTA and land on your website – following their every move until they either convert or leave your website without converting. 

Mouseflow lets you track users who click on your marketing emails by using UTM Variables which will allow you to:

  • Measure the exact impact of your email campaigns
  • Watch the behavior of the users that were directed to your site from an email
  • Generate heatmaps to see the big picture 
  • Watch recordings of the user journey from email to your website 
  • Aggregate data across email visitors to analyze potential patterns
  • Follow a visitor from email to checkout
  • Analyze email campaign success
  • Increase revenue


Mouseflow +Mailchimp

At Mouseflow, we are fanatics about data, so if you want to test this integration, remember it’s all free and included in your Mouseflow subscription.


Get started!

Integrating Mouseflow into Mailchimp is very easy – all you need to do is activate Google Analytics in Mailchimp and Mouseflow will automatically pick up the UTM-variables from here. 



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5 steps to conversion rate optimization with Mouseflow.

In this article we cover how to approach the process of conversion rate optimization and offer you 5 steps to improve your conversion rate with Mouseflow.

Focusing on conversion rate optimization is one of the most cost effective marketing activities you can undertake.

Let’s take a look at the impact by doing some math: an e-commerce business selling a product X, whose traffic is around 10,000 visitors manages to get 6,000 of them to click the product details, of which 3,000 proceed to purchase and 200 end up buying. In the end, the e-commerce business has   a conversion rate of 2% (200/10,000).

In order to evaluate the effect of conversion rate optimization, let’s assume the cost of traffic $0.5 per click ($5,000 for 10,000 visitors) which leaves us with $25 per sale.

Moving the conversion rate from 2% to 3% (10,000*3%) results in 100 more purchases and the cost per conversion drops from $25 to $16.6 ($5,000/300). In marketing terms that means it becomes 34% cheaper to bring in a new customer without increasing marketing cost. For business in general this means 150% increase in sales. So, how do you do this?

There are many reasons why potential customers would not follow through on a flow you defined. They can get confused, not know where to click, or feel unease. Most analytics systems won’t go beyond telling you that you have a problem – but Mouseflow takes that one step further by telling you exactly where the problem is.   Let us show you how you can get actionable insights on why people are not converting on your website and what you can do to fix that.


Step 1. Define the conversion funnel.

In order to improve your conversion rate you first need to identify where potential conversions are ‘leaking out’ of the funnel. The first thing you need to do is to set a goal – what are you optimizing for? Do you need the customer to purchase a product, sign up, make a booking, or register for an event? Make sure the goal is something you can measure. This is the bottom of your funnel. The rest of the funnel is how the user gets there.

Setting up a funnel analysis on Mouseflow is easy: just enter the step-by-step journey you’d like to analyze. It can be as many or as few pages (or group of pages) as you want. Defining a funnel gives you an opportunity to analyze which pages are causing the most drop-offs, so you can optimize the conversion rate on those.

This is how the set up flow looks like:

Mouseflow Funnel Set Up
Define the sequence of pages that make up a conversion

Once you’re done, it will look like this:

Conversion Rate Funnel
tip: once set, you don’t need to wait for data to populate it is already there

At each step you’ll see the number of customers you’ve lost and you can go directly to see what these users saw. 


Step 2. Eliminate critical errors.

A critical error is the most efficient way to ensure that your customers aren’t converting. Picture this: a customer has decided to buy your product, they add to cart and click the “check out” button, but nothing happens. What’s going to happen next? Will they reach out to support on your website or just close the window and buy from somewhere else? The good news is that it’s very easy to identify and fix any critical errors on your site with Mouseflow.

Conversion Funnel - Critical Steps
At each step of the funnel you can see Page Friction and can go straight into watching the dropped users.

In mouseflow we suggest you start by looking at Page Friction, which summarizes various sources of frustration a user can encounter, such as click-rage, button errors, speed browsing and more. You can watch visitors that dropped straight from the funnel. 

The lowest hanging fruit here would be looking at recordings of the dropped users and identifying the ones with critical triggers, such as click-error (buttons or links that aren’t working). Within the recording you’ll be able to see exactly where the error happened and how. In addition you can share these insights with your development team directly from the recording. 

Conversion rate optimizaiton - Click-error detection
In the list of recordings you can choose to watch the ones that had specific problems, so you only spend time on recordings that may lead to an improvement on your site.

Step 3. Get insights.

So far, we’ve gone over analyzing the conversion funnels, identifying key steps in the funnel, and eliminating critical issues. Doing this alone will most likely improve your conversion rates significantly, but why stop there? It’s time to look at the other reasons why your potential customers don’t convert. 

First, take a look at the funnel analysis and identify where most of your potential customers leave the funnel. You should concentrate on this page first.

Generally, more people will leave early in the funnel and progressively fewer will leave the further down the funnel they go, – so if you’re seeing a large drop off late in the funnel this is definitely a red flag. This also means that saving a customer from dropping out has more value later in the funnel.

When it comes to analyzing the page we give you the right tools for the job: heat maps and session recordings that let you see exactly where visitors focus their attention and which elements they interact with.

Here are some questions to think about:

  • Is the purpose of your page clear to the user?
  • Does the user understand the next step?
  • If there is a decision, does the user have all the information to make that decision?
  • How many users get to see the most important content of your page?
  • Are the calls to action (CTAs) easy to identify?

Would you like to know the answers to these questions? Heat maps are a great place to start.

The scroll heat map will tell you what percentage of users gets to see what content:

Scroll Heat Map Example
Scroll heat map example

With this example, you see that only 30% of visitors see the products featured on the front page, so moving them up would increase their chance of being viewed and clicked. 

Click heat maps show you what catches the user’s attention and what they deem clickable:

Conversion Rate Optimizaiton - Click heat map example
Click heat map example

Movement heat maps will show you where users navigate their mouse on your site  – it’s a great way to evaluate attention and engagement.

Website Movement Heat map Example
Movement heat map example

Geo heat maps allow you to spot trends and patterns geographically that otherwise would not be possible. For example, do you know whether you get more cart abandonment in the United States or Canada?

Conversion Rate Optimization - Geo Heat Map
Geo heat map example

You can create/save views for a particular subset of visitors and understand how those visitors behave by region.


Step 4. Analyse your forms.

Luke Wroblewski states that “Forms make or break the most crucial online interactions”.

To make sure filling out a form is seamless and transparent to your user, Mouseflow provides you with a form analytics tool, where you see the impact of each field and learn how long it takes your users to complete the form. For example, you’ve decided to start collecting additional user information at check out, this tool will help you identify how those extra fields affect conversions.

Conversion rate optimizaiton - Website Form Analytics
See how much time your users take to fill out the form, the order they take, and where they have difficulties.


Step 5. Make changes and measure.

Once you’ve collected insights for the pages in the funnel, you can begin turning those into improvements. The best way to approach this would be prioritizing the list according to your expectation of the impact of a given change. Then, run A/B tests, unless the change is a clear improvement or a fix to an error. Run one test at a time – this will allow you to identify the impact of each change and, if the change is unsuccessful, you’ll know what to roll back.

Finally, make sure that all improvements to the conversion rate affect your business in a positive way. For example, if you remove a number of product details and this increases the conversion rate, that’s a great outcome – but if this change also leads to an increased number of returned products at a later point, then it may be bad for the business as a whole.


Log in and get started with optimizing your conversion rate.

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Mouseflow is extremely honored to have won the Borsen Gazelle award 2019

Mouseflow, a fast-growing worldwide SaaS platform for website analytics, has for the 5th consecutive year received the Gazelle award from Børsen, the Danish financial times.

Recipients of the Borsen Gazelle award must meet a number of objective criteria and demonstrate throughout a period of at least 4 years of exceptional profit and growth.

Within the world of animals, Gazelles are known as very fast animals. Some are able to run at bursts as high as 100 km/h (60 mph) or run at a sustained speed of 50 km/h (30 mph) – which is why Børsen have chosen to call this growth award a Gazelle Award!

“We are very proud to receive this award for the 5th year in a row, and it shows that our continuous hard work and efforts are paying off. It is an incredible achievement that everyone at Mouseflow has contributed to. As the award indicates, we have had yet another outstanding year, where we once again grew our business while keeping investing in continuous development of our product, getting more employees on board and keep expanding to new markets and customers for them to learn and understand why we all are so proud of Mouseflow,” says Lasse Schou, CTO, and Founder of Mouseflow.

Since 1995, the daily Newspaper Børsen has identified Denmark’s growth elite every year, and over time the word “gazelle” has become part of the Danish language as a synonym for extraordinary growth.

Interested in joining Mouseflow in our growth journey as a customer or employee – check out

Introducing Live Heatmaps

Mouseflow has always been one of the front runners of web analytics and, by extension heatmap technology. We focus so much on heatmaps because they are a great way to gather insights and understand complex data sets at a glance.

In this blog post we’ll touch briefly on two main topics:


The Grandfather of modern business management, Peter Drucker, famously stated that:

“If you can’t measure it, you can’t improve it.”

But measurements are only as good as the insights you can derive from them.


Continue reading “Introducing Live Heatmaps”

Rescue Lost Conversions With Mouseflow

Have you ever seen a recording of a user that was just about to complete a purchase on your site when they encounter an error? Then you know how frustrating it is to sit there, watching the sale vanish in front of your eyes but being powerless to save it. And you also know the feeling of wishing that you could have asked the user what happened, or maybe let them know that you would be happy to help them solve the issue if they let you.

Mouseflow to the rescue!

Our newest feature improvement will let you do exactly that! We have added two (2) new triggers to the feedback campaigns so you can now set the modal to appear whenever a user:


1. Encounters a JavaScript error (Click Error)

These errors may indicate critical errors on your sites such as buttons, CTAs, and unresponsive form inputs, which may prevent users from completing a purchase or a sign-up. 

Catching this type of error is critical to recovering sales that may otherwise have been dropped by the customer.

A quick message along the lines of: 

“Sorry! It seems you encountered an error on our site. If you require assistance, our friendly support team will be happy to help (”

Will go a long way towards turning an otherwise negative experience into a positive one.


2. Click 5 times on the same element in less than 1 second (Click Rage)

Click Rage Usually indicates usability or performance issues on your site where functionality does not match the user’s expectations. Most often, the user is attempting to click an element that isn’t clickable, or the page is taking too long to load. Both of these scenarios will cause the user to become frustrated and will drastically lower the likelihood of them completing a purchase or signing up for your service.

In this case, we recommend setting up a question with multiple choice answers asking what the visitor is trying to do on your site, and if possible, offer them several alternative ways to achieving this result. Solving the visitor’s problem will once again turn a negative experience into a positive one.

So How Do I Set This Up

Luckily this is very easy. If you have set up a Feedback campaign before you know this process – all you need to do differently is use the trigger ‘Click error’ or ‘Click rage.’

If you’ve never set up a Feedback campaign before you can find our guide to it here:( – *please embed the link in the last part of the previous sentence).


Improve your site with our Automatic Error Tracking. (Video Post)

In this 2 minute video, our lead UX designer Caspar Reece will tell you how we at Mouseflow use Friction Scores to identify issues, improve usability, and increase conversions across our sites.



How it works

Mouseflows Friction feature is a potent tool that utilizes our machine learning algorithms to identify errors and friction points on your site automatically. Using this you can:

Drive Strategy by

  • Diagnosing pages that cause higher levels of visitor frustration
  • Prioritizing what pages need your attention first and what pages can wait

Improve Usability and Conversions

  • Optimizing your site with pinpoint accuracy – tackle specific pages actively causing visitors to drop out or fail to convert
  • Tracking and assessing friction trends over time and throughout redesigns

If you want to get more information about how you can use Friction to gain insights and improve your site, please see our articles on how Friction integrates with our heatmaps and recordings, and feel free to take a “peek under the hood”.