It’s a special day at Mouseflow! We’re launching a brand new promo site, improved plans, and tons of new features. It’s a great time to use Mouseflow, too.
If I look back, it’s mind-boggling to see how much has changed. A year ago, we had a sub-optimal interface which lacked many of the core features we have today. In August, we launched a new look-and-feel and, over the next few months, added Funnels, Form Analytics and Live Segmenting/Filtering.
We’ve received tons of great feedback from our customers. Our customer count grew from 40,000 to more than 60,000, too. Best of all, we’re not done yet. Read on.
We want to be the tool of choice for serious marketers, product teams, and those who want to increase conversions on their website. We’ll do whatever it takes to obtain that goal. Today, we’re launching a new website where we’ll deliver regular insights on usability, conversion optimization, and web analytics.
We’re excited to announce these awesome new features – available today:
User Identification: Add names or emails to your website users through our JS API (or manually in the web UI). This lets you follow the journey of individual users across all their sessions.
Weekly Email Reports: Get a digest of the previous week’s metrics and charts right in your inbox. This helps you uncover key changes in behavior to make improvements sooner.
Error Tracking: Is your website throwing JS errors when users click certain elements? You get full visibility and can see exactly where the error happened. We’re a debugging tool, too!
Click-Rage Detection: This one’s cool! You can now find frustrated users that click elements in a specific pattern. Simply search for the tag click-rage under Recordings.
CSS Caching: Some website platforms modify references to static assets (CSS, etc.) on each deployment (yes, I’m looking at you, Magento). This could cause recordings to play without styling because the original file(s) no longer exist. Now, we cache all such files in our platform so this is history.
Improved Playback: A few months ago, we introduced a new playback method that supports highly dynamic websites, including single-page apps using modern web frameworks. We refined it even further and are proud to see such pinpoint accuracy in our recordings.
We’ll be writing more about these features over the coming days, so stay tuned.
We changed our plans. The free-forever plan still exists, but has all features enabled now. This includes HTTPS playback and playback behind login – both weren’t available previously. The Small plan is being replaced by the Starter plan with 2.5x as many sessions. The Growth plan is replacing the Medium plan, and the XL plan is now simply Pro. We’re also aligning the USD and EUR prices.
Don’t worry: existing users will be grandfathered on their plan for 6 months. If you’re on the Large plan, you are free to stay there forever or try the new Pro plan (which we recommend).
We’re growing faster than ever and adding team members so we can continue enhancing our product and providing awesome support. As always, we’d love to hear from you if you have ideas for new features or enhancements – just use the comment section below.
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
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:
Visitors who came from a specific campaign and bought a specific product:
Visitors who came from a certain keyword, became a lead, and had a certain lead score:
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.
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.
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.
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.
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.
You can star, unstar, and mark a group of recordings as watched or unwatched.
This lets you process sessions and perform analysis faster.
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.
You can now download/export data from funnels. This is great for clients or presentations.
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.
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:
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.
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.
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).
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.
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 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.
“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:
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.
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!