Using Mouseflow to Improve Your Online Ad Campaigns

A Guest Post by David Vogelpohl at Marketing Clique.

The scenario is common. You launch a meticulously planned campaign, carefully targeted to your audience, crafted in its pitch, and driven to a landing page that makes your heart stop….. but nothing happens. You sit there staring at stats like bounce rate, time on page, and even heat maps, wondering what could possibly be driving away all these hard bought clicks. The problem is these stats lack context and order and are blurred averages leading to blurred insights. Sure you could A/B test landing pages based on your blurred view, or you could use Mouseflow to see exactly what it’s like to be a visitor. With Mouseflow, you will be able to sit next to your visitors as they enter your site, engage with your landing page, and take the journey to being a paying customer. Along the way they’ll stumble, not find what they need, look fruitlessly for help, click on things that don’t work, and quickly blow past reams of content you thought were super important. You’ll experience this with the visitor and be able to use these insights to improve what you do to turn more paid clicks into paying customers.

Step 1: Making sure Mouseflow is ready to go

You’ll want to install the Mouseflow code on as many pages on your site as possible to capture the full experience of the visitor as they traverse your website. Most importantly, you want to set up conversion tracking within Mouseflow. To set up conversion tracking, you can point your developer to this resource article on Custom Variables / Tagging with Mouseflow. Tagging is basically the use of Javascript to tag a video recording with variables. For example, if you have an ecommerce site, when a conversion occurs, you might tag a recording with variables like purchase confirmed, order amount, product ID, etc. If you have a B2B site, you might tag recordings with variables like lead form submitted, lead score, etc. The reason you’re tagging recordings is so that you can filter recordings by visitors who converted vs. didn’t convert, bought a specific product, and so on. The power in Mouseflow is being able to segment recordings based on user behavior and tagging is how you accomplish segmentation. You’ll likely need the help of a developer to implement the conversion tagging. If your development team is busy, consider hiring a development firm that specializes in analytics tracking like my company Marketing Clique. Implementing conversion tagging isn’t a big development project, but can have a huge impact on the ROI of your online ad campaigns.

Step 2: Configuring your online marketing campaigns

Again, sticking with our theme that segmenting recordings is the key to success with Mouseflow, we now need to take some steps to make sure your online marketing campaigns support recordings segmentation. There’s actually only one thing you need to do to configure your campaigns to support segmentation and it’s something you should be doing anyways… UTM tracking links. UTM links are links containing variables which allow you to define the source, medium, term, content, and campaign name of the location where you post the link. UTM links are universally recognized by most analytics platforms like Google Analytics and of course, Mouseflow. You can use this handy UTM Link Building Tool by Google to quickly build UTM links to use as destination URLs in the ads you place on Adwords, Facebook, AdRoll, or any other link based ad platform. Once you start using UTM links, you can now segment recordings in Mouseflow using criteria like “visitors from Facebook ads who converted”, “visitors from a specific keyword in Adwords who didn’t convert”, and so on. This level of segmentation is where you start to get really interesting insights from your Mouseflow recordings.

Step 3: Setting up your reports

Now that you have conversion tracking setup in Mouseflow and UTM links on the destination URLs of your ads, you can start to view your segmented recordings in Mouseflow. Start by logging into Mouseflow and clicking on “Recordings” in the top navigation. Once you load the Recordings report, now you need to filter the recordings to help you segment by visitor type. To filter the reports you’ll need to use the “Search for Variables” function (right sidebar) and the “Search” function (top left) on the Recordings view in Mouseflow. Search Variables – Filters by the conversion attributes you set in step 1 (e.g. sale made, lead generated, product ID, etc.)
Search Function – Filters by words in the URL string including your UTM parameters. Listed below are 3 filter examples based on different scenarios.

 

Visitors who came from Facebook and bought something:

Facebook Visit

 

 

 

Visitors who came from a specific campaign and bought a specific product:

Product Visit

 

 

Visitors who came from a certain keyword, became a lead, and had a certain lead score:

Keyword Visit

 

Don’t forget that the information you enter in the “Search for Variables” and “Search” functions should be terms you use in your UTM variables and conversion attributes. As always, test to make sure the reports and tagging are working before you launch your campaigns!

Step 5: Optimizing campaigns based on recordings

After you launch your campaigns, you’re ready to start peering over your visitors’ shoulders to get insights into how you can improve your conversion rates. Again, the key here is segmenting your recordings and watching them in the right context. There are an infinite number of ways you might want to segment your recordings, but there are two primary methods of segmentation

I recommend when optimizing campaigns.

1. Visitors who converted

2. Visitors who didn’t convert You can also segment by order ID, lead score, etc. to get different insights into different types of visitors. Once you segment your videos you’re ready to watch the recordings. The main purpose in viewing recordings during an online marketing campaign is to get insight into how you might modify your landing page and website to increase your conversion rates.

Here is a list of some of the top things I look for when watching recordings:

1. Do I have content that is being ignored?

2. Is the visitor focusing attention on the calls to action?

3. What order is the visitor reading content or viewing web pages?

4. Are visitors having any user experience issues?

5. Are visitors having trouble finding information?

6. What is the last thing someone looks at before they convert? Once you identify what you’re looking for, now it’s time to watch some recordings. I personally like to watch between 10-20 recordings per segment to get a good feel for the average behaviors. After watching the recordings, you now need to come up with a theory on how you can improve your landing pages based on the recordings. Armed with this insight, you can now implement a landing page A/B test to see if your theory is correct.

Conclusion: The power in using Mouseflow to improve your online ad campaigns is in the incredible insight it provides and your ability to execute on those insights through purposeful A/B testing.

Pro Tips: Listed below are a few of my favorite pro tips when using Mouseflow for optimizing online ad campaigns…

1. Use this Adwords Traffic Filter in Mouseflow to only record visitors coming from Adwords.

2. Modify the filter in item 1 by changing the “gclid” variable to a variable that matches up with a different source of traffic based on the referrer data. In other words, you can restrict recordings from other sources of traffic than Adwords

3. When you filter a Recordings report as detailed in Step 3 above, you can bookmark that URL to make it easier to check that report in the future.

4. In Step 2 above we discussed how to use UTM links to segment recordings. If you’re doing print, radio, or TV advertising you can use a short URL (or custom domain) which redirects to a UTM link (e.g. yourdomain.com/tv redirects to UTM link). Using this technique you can now segment recordings based on people visiting your site after hearing about you on traditional media like TV, radio, and print. Boom.

About the Author David Vogelpohl is the CEO of Marketing Clique an online marketing and development agency located in Austin, TX. As a leader in the online marketing community, David speaks at national conferences like Pubcon, Affiliate Summit, and WordCamp. Since 1996, David has been managing websites and online marketing campaigns spanning almost every type of online advertising medium including PPC, display, retargeting, affiliate marketing, email marketing, and SEO.

Live Form Analytics is here!

Optimizing the forms on your website is one of the most important aspects of conversion rate optimization (CRO). You’ll want to make sure that you get enough data from your users, but on the other hand you don’t want a large number of input fields that may deter users. But how to find the right balance?

We are very excited to announce that Form Analytics is here! It’s the moment you’ve been waiting for. Let’s take a closer look.

Form Analytics

Mouseflow lets you study conversion and drop rates on a per-field basis. Are users dropping out of the form when asked for their phone number? Or is it hard to understand what “VAT NO” means? Form Analytics will give you the answers to all that, but wait, there’s more.

Instant Results & Live Filtering

Most other tools that provide form analytics let you define the form and then starts gathering data. When you think you have enough data, you get the report. If you want to tweak the form or analyze a certain segment of your visitors, you have to start all over. But at Mouseflow we didn’t think this was good enough. Most professional markerters and analysts want instant results. And often it’s important to analyze your form during a certain time frame. Black Friday and Cyper Monday is a good example of that.

With Mouseflow’s Form Analytics, you define your form (which is really easy), and you get instant results. Then you can add some filtering or segmenting, and you get instant results again. Our whole product works like that, and we think it’s the only natural way to analyze data in a professional manner.

Try it Today

We think you should give Form Analytics a try today, so we chose to enable this feature across all plans, even the free plan. So take it for a spin and let us know what you think. Sign up for a free plan, or log in to your existing account.

 

Mouseflow & Optimizely Webinar

We had an excellent webinar last Tuesday with Optimizely. Fabian Liebig from Optimizely walked you through the vital steps needed to optimize your website for conversions. You learned how to define goals, determine optimization points, set up A/B test variants, analyze the result data with heatmaps, and take action.

Don’t worry – if you didn’t make the webinar, it’s all recorded for you here:

Let us know your thoughts! If you don’t already have a Mouseflow account, sign upsign up for one today.

 

Feature Update – Auto-Masking, Auto-Tagging, Dynamic Menus, Reports & More!

Our team has been hard at work. Mouseflow is better than ever!

Did you ever wonder if you could watch sessions that came from your mailout campaign? How about auto-masking payment details automatically so you’re absolutely sure you don’t track sensitive data? Or how about tagging sessions while watching them?

You’re in luck because we just launched all those features, and a few more. Here’s a sneak peak of our new features.

Auto-Masking of Payment Details

We automatically exclude payment (credit card) details from playback. You can still exclude specific form fields, as well.

This makes installation faster and reflects our commitment to security.

Auto-Tagging of Google Analytics “UTM” Variables

You can now sort/filter for sessions based on utm_source, utm_medium, utm_term, utm_content, utm_campaign, or gclid (Google AdWords) information passed into the querystring. We listen for this data and associate it with the session automatically.

This allows you to find sessions corresponding to marketing initiatives in seconds.

Dynamic Menus for Heatmaps

You now receive data for dropdown menus (just hover over the element). In addition, a legend helps quantify data throughout the heatmaps.

This allows you to analyze your site for patterns unlike any other tool.

Wildcard Support for Funnels

You can now filter for sessions or build funnels that contain or don’t contain pageviews using wildcard matching. For example, “/blog/*” would find all sessions where the user viewed a page with “blog” in the URL.

This makes it easier to analyze activity on similar pages for playback and funnels.

Bulk Actions

You can star, unstar, and mark a group of recordings as watched or unwatched.

This lets you process sessions and perform analysis faster.

Playback Actions

You can add tags, edit variables, and delete recordings right from the playback window.

This lets you associate critical details with sessions or delete them on-the-fly.

Better Exporting

You can now download/export data from funnels. This is great for clients or presentations.

Improved Dashboard

From the dashboard, you can now see the number of unique visitors, pageviews, pages per recording, and average session duration. From the recording list, you can also see a chart of recordings per day.

This makes it easier to get a quick summary of website activity.

Try It Out

Why wait to get started? Sign up for Mouseflow today, or try in on your existing account.

 

Mouseflow Featured in Forbes

Mouseflow was just featured in an article at Forbes.

The article focuses on Three Incredible Insights That Heatmapping Technology Provides to Businesses and is a must-read for anyone with a website.

It discusses the basic heatmap types, as well as common trends/patterns observed in visitor behavior that can be seen on heatmaps.

Take a look at the article and let us know your thoughts!

 

New Feature – Funnel Analytics

We’re very excited to announce a New Feature – Funnel Analytics

Want to know more about how visitors navigate? Do you have a checkout flow that you want to study? If so, you’ll love our new Funnel Analytics feature. Here’s a sneak peak:

Funnel Analytics

This allows you to construct live funnels and measure how people behave at various steps throughout your site.

The data is updated on-the-fly so there is no need to wait before a report is ready. You can just login, add steps, and start analyzing – even back in time. You can see dropped or converted visitors at various points in time, too.

And the best part is that you can click “Watch dropped” at any step in the funnel and get a list of the users that dropped out of that particular steps. You can also watch the converted users, of course.

Segmenting and filtering

For more advanced use, you can segment and filter the dataset that is used for the funnel. You can select first-time visitors only, or visitors from a certain country. When applying the filters, the funnel is instantly updated.

It’s never been easier to improve your site with Mouseflow. Sign in to your account, and click Funnels from the left menu to get started.

Try it today

We think you should give Funnel Analytics a try today, so we chose to enable this feature across all plans, even the free plan. So take it for a spin and let us know what you think. Sign up for a free plan, or log in to your existing account.

 

See Mouseflow on Discovery Channel

Mouseflow was on the Discovery Channel on October 30th at 7am ET/PT!

We’re in the NewsWatch TV segment – a source for breaking consumer, technology, and entertainment news.

It aired in over 200 markets and across 96 million households worldwide.

You get a glimpse of live session replay, click, movement, and scroll heatmaps, and much more!

Watch it here:

Please help spread the word. We appreciate your support! 🙂

Avoiding Traps, Enjoying the Cheese as Mouseflow Uses Elasticsearch

COPENHAGEN, DENMARK | SEPTEMBER 25, 2015

In 2015, the number of worldwide Internet users will surpass 3 billion and include nearly 40% of the world’s population (source: eMarketer). In analytics, the key to success is having data and knowing what to do with it. Our product, Mouseflow, is a website analytics tool that replays visitor behaviour (session replay) and generates heat maps showing where visitors click, move their mouse, scroll, interact, and are physically located. We collect more data from more clients than ever before and scalability is one of our top priorities.

Our product is installed onto a website via a snippet of JavaScript which, collectively, captures billions of events each month. These events are stored and analysed to reconstruct a full session as it occurred, showing the who, what, where, and when of pertinent activity. This enables clients to make informed decisions about their site: understanding problems, building solutions, and deploying fixes.

Tackling Scalability Issues as New Accounts Stream In

In the beginning, we used a sharded SQL-based database cluster for storage. This served quite well because our clients were mainly small and medium businesses. After a short time, bloggers wrote reviews and our clients started to refer others. This resulted in a stream of new accounts, some of them enterprise clients tracking millions of events, which stretched the limits of our platform. It became clear that, with growing message queues and data that wasn’t easy to sort or filter, it was time for a change.

We searched for a distributed and redundant database system known for performance and found Elasticsearch. We installed it and started directing copies of inbound events to the cluster. After a few days, we wrote more complex queries and refined our views even further. It was clear that we were onto something: common queries like “find all the sessions from facebook.com, using an iPhone, who abandoned checkout” (which previously took a long time unless we had indices for that exact search) now took less than 1 second to execute. Our freetext search operations were also, naturally, vastly improved.

Clearly Onto Something After Installing Elasticsearch

After further use, Elasticsearch started to show its numerous benefits:

First, Elasticsearch is distributed and redundant, meaning our platform is more reliable and data is safer. We have other data stores used for storage and backup but, since uptime is so important, having redundancy in the search layer is key.

Second, Elasticsearch is based on Lucene which ensures that free text search operations are much faster. This benefits clients who search multiple unknowable terms and expect results in milliseconds. Third, Elasticsearch has built-in support for aggregations which means we can query data in a more consumable format (used in most of our reports).

Mouseflow Filtering with Elasticsearch

Figure 1: The power of filtering with Elasticsearch Aggregations

And, finally, it has a scan and scroll API which lets us stream data where needed to minimise load times (used in our heat maps, see image below) and deliver a better, more performant, platform and overall user experience.

Heatmap

Figure 2: Heatmap

These benefits free up developer resources, giving us the flexibility to focus on our product instead of operations tasks. In the last two weeks, we launched The New Mouseflow (our fully revamped user interface with tons of new features) and onboarded over 12,000 private beta users. This would not have been possible without tackling our own scalability issues which, in large part, were solved by moving to Elasticsearch. If your project has similar requirements, we highly recommend taking Elasticsearch for a test-drive.

Lasse Schou

Lasse Schou is the CEO of Mouseflow, a Denmark-based SaaS tool for performing web analytics and real-time user studies on websites. Lasse has been working with tech start-ups since 2002 and started Mouseflow in 2010 where he saw a need for visualizing online user behavior. Mouseflow is now serving over 45,000 customers in 160 countries and is using Elasticsearch to deliver big-data analysis in real-time.

To try Mouseflow, risk-free, call +1 (855) 668-7335 or email hi@mouseflow.com

Original Press Release

 

Mouseflow Recovers $20,000 Lost Sale

“Mouseflow allowed us to identify an important visitor drop-off on our quote page that directly lead to an order over $20,000 that would have otherwise been lost.” – David Rosenberg (www.buyhotelsafes.com)

Read the whole story here:

Form Analysis

David was interested in how well his form funnel was performing and focused his analysis on a specific page where visitors can request a free quote. Using Mouseflow, he filtered to find visitors that left this page, but interacted with the form just prior to leaving.

These filters yielded a small list of recordings and David was able to go through each one to see what information they were putting in the form and, perhaps, why they did not submit/convert.

Lead Generation

The form in question required information like the number and kind of safes needed, along with contact information. As David went through these recordings, he could tell how big these leads were and had the direct contact information to follow-up with potential orders.

A particular recording showed a visitor abandon the checkout page with over $20,000 in the cart. Although it did not reveal why the visitor left, David’s team was able to follow up and close a deal with the lead that would have otherwise never happened.

Can I use this technique on my website?

Of course you can. This case is classic example of how session replay can help to provide visibility and improve your bottom line. Mouseflow is most commonly used to observe visitor behavior and make changes, but the opportunities are endless. Do you have an account yet? If not, sign up for FREE at https://mouseflow.com/sign-up.

Please share you own stories bwlo on how Mouseflow helped you recover a sale or a client. We’d love to hear from you!

 

New Feature – Geo Heatmap

At Mouseflow, our team has been busy. Last week, we launched The New Mouseflow – our completely redesigned platform.

Now, we are pleased to announce the newest addition to our heatmap suite: the Geo Heatmap.

Geo Heatmaps

This new heatmap view lets you see where visitors are located on a world map. It’s illustrated with colors by area and concentration and provides a summary count of visitor location metrics for each major country.

Like our other heatmaps, the Geo Heatmap allows you to spot trends and patterns that would otherwise not be possible. This is because all of our filter options are available for this heatmap. You can create/save views for a particular subset of visitors and understand how those visitors behave by region. For example, do you know whether you get more cart abandonment in the United States or Canada? This heatmap will show you – and so much more!

Ready to give it a try?

It’s available in The New Mouseflow under Heatmaps.