Mouseflow's Secret Sauce: Advanced Analytics for Superior User Experience

Thank you. I’m glad to be here.

Yeah, I think my sister sent it to me. What should you say? Even Taylor is dedicating a song to you.

Well, I started a little bit of an odd way in marketing. I originally wanted to be an accountant, so I have a degree in math and economics. But for some reason, I think that destiny wanted me to move forward toward the marketing area because even though I worked in one of my first student jobs, we’re at a bank, and somehow ended up in the marketing department of the bank. So it kept being that. I had to realize that, yeah, Destiny, apparently my career path, wanted me to take another way. So started to follow that path and was super happy that I did that. I love and enjoy my field. I would say, or else it’s a very classical path that I have towards where I am today. I started, my first company, and I’ve mostly been in IT in the SaaS industry. So been a couple of I was at Sitecore. We got my first, you could say, real job after my master’s degree, where I was both in the national, you can say, field marketing. For my instance, it would be the Nordic, but also worked a lot with the international market.

So it gave me a lot of things here. I think the rest of the history is very classical, from marketing coordinator to campaign manager to senior, then to some head-ons, and then director now as a CMO. So I would say that in that sense, it’s pretty classical.

Yeah, sure. Well, you can say, I mean, largely, we want to be market leaders within and solve our customers paying for it when it comes to understanding the behavior of the website and optimizing the website and the conversion, especially on the website. We want to make analytics simple and easy for them to understand. So it needs to not be compromised with too much complexity, even though it is complex behind the scenes, of course. Then get real-time data for them. You could say that one thing that differentiates us a lot compared to other web behavior analytics tools, is that the web behavior analytics tool, goes in and records the flow that a user how interacts with within your website. Within that, you can say recording, you can analyze in different ways. One of our strong differentiators is that we have a pretty advanced filtering option, so you can really deep dive. Let’s just say that you should have 100 records from your website and you need to figure out, Okay, what do I need to look at? I might not have time to look at 100 different records, but maybe I want to focus on the US market specifically, and then we can filter that way from it, and so on.

We also have a strong friction score that shows you where people are, for example, have a click rage. If they’re classical, a button doesn’t work or something like that, and they click, click, click, and nothing happens, it appears. You can easily solve some of those frustrations that a user might have on your website. We also have really strong integration capabilities. Me, myself, as a marketing, I know the disadvantage of working on too many different platforms. The better integrated the different platforms are, the happier I am also. We always have very strong integration capabilities. Then one of the strong also from our side, and especially in the world that we live in today, is that we have strong privacy compliance. Ensuring that the data that you have within your customers, or you can say users on your website, is security protected. We all know that data is super important today.

Yeah, sure. Well, you can say, for example, if a good example would be if you take a nice book, a classic web analytic tool, for example, Google Analytics, which is a fantastic tool also, but it would just show you the top of the eyes or the tip of it, what you can see that is above the border. It’s where the web behavior, just to differentiate what it is different here with a web behavior analytics tool that gives you also the insight of what’s underneath the border, what you’re maybe not able to see from the beginning. It could be, for example, that Google Analytics would show you X amount of user sessions. But a web behavior analytics tool will show you exactly how that user navigated through your site, which button they clicked on or scrolled. You could way better understand the interaction and behavior that is going on on your website and not just the number of user sessions.Example.All right.

Yeah, I think that within the old behavior analytics tools, you would have session replay. These are the recordings that are taken on your website. And then heat maps, are some of our most popular features. But I would say that another feature that we have is, for example, the friction score that I mentioned before that helps our customers to fast localize the pain points or the challenges that the users might have with their websites. As I mentioned before, click rage, for example, or Error Rage, or Error Button, or I think it’s called, that happens on the website. That’s also a very popular feature.

Yeah, it’s a good example that he says, I’m not enough of an expert to know if you write it wrong. It’s not a good idea or good. I think it’s a case depending on what you sell. But it’s a way that if you put a CTA button on your website and expect people to see this, they will see this because I put it there and in my head, we all like that, of course, they will see it. Then you can look at the recordings that you have in session replay and then maybe see that people keep passing it or scrolling down and they don’t go up again or something like that. Then it will also, if it is on the top, you will see that behavior that people You have a tendency, I don’t know, to scroll 40, 50% down, 60% down on your website and never really scroll up again. They will not. Maybe you should have it both at the top, and the, I think, a typical best practice depending on how long your page This would be a top, middle, and bottom situation. That helps you identify the placement.

You can use web behavior analytics also, not just from a content perspective, understanding the conversion that’s coming in, but also to optimize the whole user interface, and the user experience that you have on the website. You could also see, especially the scrolling. We all know that you have long pages suddenly, but in reality, how many people are scrolling down? That’s also a code. If you have built your website with the typical modules with different text or messages, and you see maybe at some area, people have a tendency either to drop out or scroll up. Again, maybe that message is less relevant to people. But then you figure out, Hey, some of the messages that came after this one was something I wanted to highlight, but they don’t see it because they never go that down. Maybe should I position it up? And so on. We had an example with a customer that had a front page, and home page. From the very beginning, there was something about the legal aspect. Not that there was just a legal aspect that they could apply for this and this. Honestly, it wasn’t very inspiring. It didn’t tell that much about the product.

Most people that come into the whole page want to understand what this product can do for me. Then the legal is an important part of it, but maybe a secondary step. They could see that people blocked after that one, that legal part, and they didn’t keep scrolling somewhere. Then the customer reviews the customer examples, and the use case as an example. With that scrolling process and seeing that behavior Here and seeing that the average didn’t come further down this, they moved around the different things and put legal in the bottom. It was an important thing to have. But now what people are looking for, maybe in the first view they’re looking at when it comes to a homepage. We could see that the scrolling events that were there already started around 30%, and suddenly they scrolled out to 60%, which is a pretty high scrolling compared to the average. It’s things like that. What is your actual user interested to read about?

Well, when it comes to our branding in general, we want to ensure that we have ongoing playfulness in our brand. Of course, also a comprehensive brand. What we like from a brand perspective, our slow brand in that sense, is to keep a little bit trying to touch people within either you could be, say, everyday assets aspect, everyday issues, and make it with a little twist of playfulness. We just had a brand-at-brand campaign running where we told you what your boss asked you to do. With a little bit of a smile. It could be an example, the boss comes into you and says, Give me those numbers fast, how is all our landing page going for this campaign? Got to know now. We all know that with a smile on our faces, Hopefully, most bosses don’t just come back in and say, This, but it is something that you need to fancy and also be able to explain and tell. Basically, in general, hopefully, you follow that in your work on a daily daily daily it playfulness, and in our end case, of course, luckily, you got Mouseflow. You can fix it quickly to understand the behavior and analytics around your landing pages, for example.

But we do love to play around with these things. We also had a brand like, How to explain what behavior in a Linux for a six-year-old? Making it funny. You could also just explain it just by saying, What is behavior in Linux? But taking it down to another level so you find it funny also. That’s super important, and I should keep that. I also think that it makes it more human and more understandable.

I’ve been working for the last 15 years with sales. The key is communication. The key is communication. Me and my sales director, we are very close and talk about a lot of things and ensure that we communicate and share. Because if he and I are not on the same path, then we’ll work, I wouldn’t say against each other, but not effectively enough with each other. We have set up some different things. For example, LogiCape, the target market we have in the company, ensures that we focus on the same areas. For example, from a marketing perspective, when we run ads, let’s just say it like that, our targeting group is targeting a group that sales use maybe afterward if they need to do some outreach or want to all from a campaign level that they’re also doing and so on. That is a process that we have. Then we have weekly meetings with the sales. Everything from very practical like, Okay, what are the new customers coming in? Any customer cases that could be interesting here? What are the new leads? And just sharing stories. The sales rep could say, Hey, so we could see I interacted with this person through LinkedIn, for example, and we can see in marketing from our data that this person saw our ad at least six, seven times over the last five weeks.

And then, okay, that lead is starting to be more warmed up, then sales take contact to that person. That process is super important to us that we focus on the same area and the leads that we focus on are also the same. A good strategy that we so forth had is that we are warming up in marketing very specifically. It’s more about ABM, but not one-to-one, but one-to-many. You can say in that sense, so we’re warming up a group or list of markets, maybe. Then after a bunch of two, we’re passing it over to sales, say it’s your turn, and make sure that the ads that they sell have something to do with what sales also reach out about. But it is a process. It’s not a quick fix that takes a week to do.

You could say I would say that it’s two super important strategies, right? It’s to some level different because I would say that with both strategies, you need to understand what the gis is oal with this and also where is your user at that point in the per-cast of January. It’s a very classical, you can say. For me, paid strategy There’s two different ways where you could say page strategy. One thing is page search. The person would search over it. They know maybe the word might be heavy analytics. They might know the how a mouse looks, and they might the now heat map as a word. They might know session replay as a word. They’re already in some earlier stage of the buying process. You need to ensure that the ads that pop up are also at that stage. That’s one super important strategy. Also super important, also depending on, is it a market where we’re known? Is it a market where we’re not that known? All these would add to what we need to show here. Then you have paid advertising, which is way more push advertising, as I call it. They haven’t searched for us yet. Not yet necessarily.

We are pushing an ad in their face. They might do, depending on how you target it, you might target a group within an industry that you find is in a persona that you find is important. You could also maybe have a targeted group where it’s remarketing or they’ve searched for some keywords and you’re focusing on that, then they’re not in the buying stage. That’s super. The same goes for organic in some ways. For the content that you write, you need to make sure, for example, that you have either help articles blog articles, or personal pages within where the user is in the buying stage. Maybe they have never heard about the web Maybe just search for web analytics. I want to optimize my website. They didn’t know that you could record and see. Could be, and then you need to go a step back in the explanation of the blog and the awareness stage, and so on. I think that in this, what is the most important or what do we mostly focus on? We focus on all three parts of it because I think that the mix is super important.

But What we focus on is understanding when we add which strategy depending on the user journey.

It is something that is a big focus for us right now. As everybody, it’s a work in progress. In our companies, we’re not there yet with all the things. We do have, you can say, a project, a bigger strategy going on, and that’s just not marketing. That’s our product department, our customer success department also that is especially engaged within this. It is the ones that we have that are on our trial or for free plan, how can we shift them over to paying? Of course, the conversion rate in the app is a big focus for us. I would say that we are starting to be a place where I feel that the signups that we get in are the ones that we also want to get in and want to focus on. Now, we’re in, as I said, the retention stage, like how to ensure that why the people don’t churn or go and we can upsell, we can see that they can see the powerfulness of our platform, our product, that they need to get into a paying plan and to get all the insights, for example. It is a strategy, but everything there is, as I call it, it’s our triangle right now in the different departments because in marketing, you’re focusing on delighting the class you’re inbound stage, making sure to keep them updated, educated, two tools, and so on.

When you are in our product, in our app itself, when do two tool hub-ups come? When you’re using it it, it’s not disturbing, but helpful. When do you get emails? When is it hard-coded in the product itself? When is it more campaign-based in the app and so on? It is, for me, something that we are focusing on. One big thing that we have learned in the past is that it must be the free department whothatrthattogetis together. Because if you don’t do that, you end up in silos. Then everybody knows this stage is super important. But in marketing, maybe sitting and writing a lot of good nurturing emails to do. But they’re suddenly spamming people because customer success also created something in their department product. But, Hey, let’s put this pop up here. Just an example. But then suddenly you are overwhelming the customer and it’s getting overload of information Then you know how it is. If you get too much spam overload, you just get a, Stop, please stop budding me. Get out. Let me figure this out in my patient also because we’re different in that part.

Some like to see videos, some like to listen to a podcast, some prepare to just read a helpful article, and some want to see a screenshot. That’s also a focus that we have a lot, that giving that option or giving multiple options to be more educated because, again, we are different in that sense. But that is constant production also, and it takes a long time to create, so it’s still a work in progress. But that’s my biggest learning in these things. You can’t do it by yourself as a marketer.

The new trends, I would say, are some things we see in the whole machine learning AI within this. I think that all of us, are in a marked world that is huge today. I think that when I started my career in the SaaS industry I think that there was this classical, the mocked tech, how many organizations it was. I think that was like, I don’t know, 150 or something like that. Now, you can’t even see anything. It’s just small, colorful dots in that one-page view. I think many of us know that one. I’ve referred here, and there’s a thousand, a thousand. So the competitor world is huge. I think that making sure that, as I mentioned earlier, the integration with your platform, works with others. But I also think that in the daily life that we have today, we don’t have the time necessary to analyze for hours and hours in research. We want to have the insights fast. I know that many out there say they have AI, they have machine learning, and I think that many of the platforms we also have at some level. But I think that the biggest upcoming, I wouldn’t call it a trend, but the need in the market will be to get the insights even faster in a clear dashboard.

I think that all tech companies are struggling with it because it’s there, but it’s also how to make it super valuable and insightful. It’s also actually real that you can use it in your everyday life. We know that both, think, Google Ads and Google Analytics have these insight tools. It gives you to, but still to a certain limit. That’s something that the IFOC will be something that many companies will struggle to implement in their platforms, but also is a key for us today.

We are launching Journeys very soon here after the holidays. Journeys is giving you the user journey on your website. The cool thing about it is you can follow your visitors and understand where they come from. Let’s just say that you have this page. A classical, if it’s, it would be maybe I’m selling e-commerce and I’m selling fashion. I want to figure out how many end up on this page. Where do they come from and what’s the next step? You can say this page, I want to see we have up to 10 step-backs. Where do most of them come from? Then you can Maybe you could see, Okay, 30% comes from the homepage to this page. Maybe some come from a blog to this page, and so on. Then you can also group it. For example, if it was, again, e-commerce, you can say, I want to group all the shoe pages for women. Where do they, in general, come from? You start to see that path both from before, but also where do they go after? Especially for e-commerce, the after suit, How many of them then click on, ends up on the checkout or the card, it would say the first one, and then maybe checkout and then how many drops.

You get it in real-time within seconds. I mean, literally, in one second, you get that view. You quickly understand where your user comes from. Whereas many tools today, you still had to do it a little bit manually, figure out where they were coming from, and so on. It also helps you a lot from a CEO perspective because you would understand that maybe a blog that you thought of the pillage page, where do they go from the pillage page? Many would just say, Okay, add a bounce rate or several views. But here you can say, Okay, if they didn’t check out here, where did they then go? Then you maybe can say, Okay, this blog was giving a lot to the next step was pricing they went to or product they went to or so forth. That is coming up here after the summer break. In August, September to be launched. It will be a super important key feature for us.

I think I have a couple of advice on how you can use your CFO efforts, and how you can enhance your CFO efforts the best using such a tool as Mouseflow. It is a little bit already navigated here and there around it over the last 30 minutes. But if I need to summarize it a bit, is that one thing could be to understand your user intent. For example, through heat maps and session recordings, you understand exactly how your users interact with your site. Then you can go in and better refine your content. Another would be to optimize your user experience to understand, did you put the right from a design point of view. Why it is also important for the CEO’s efforts because the rule, the more positive experience that you get visiting your website, the happier search engines are, and the more they’re going to prioritize your content. So that’s not a directness, but it will be an indirect thing for your CEO efforts, too. Then basically content optimization. I mean, you can identify the content that is performing the best. You can ensure you look at the metrics, for example, drill time.

How long stay on your page? The scroll depth where it is stopping. We talked about it earlier. Then also what new feature is coming up, and where are they going on the next step from your content, especially when you build, usually, or a campaign within the content? You do your theory to ensure that the main page they want to visit. But if everything stops here and you don’t see the next steps, here you can also see, Okay, was it because in my campaign building, In the drawing board, I have created this landing page, and the next step will be this page and this page. Then you can see that 5% of your visitors only come to stage 2 in your campaign. All the stages 3, 4, and 5 compared that you did nobody visit, then maybe you need to figure out what is going on and how you can keep that journey for the user continuing.

I think it’s a bit the classical, try, test, Sometimes you fail and learn, do better next time. Sometimes you succeed and then you can keep optimizing and get some good wins. There is sometimes, I think that it sounds wrong maybe to say, but don’t overthink. Always do everything, test it out, and make sure you do it as a pilot, or make sure, of course, you test out and burn 70% of your budget. That makes sense. But test out, use some of the budget for that testing. When you do Especially in my role as a CMO, when I prepare for my budget, I ensure that this campaign also has, for example, the room for testing, trying out, figuring out what’s best, and then from there, going in and optimizing or picking the best results or whatever you do. But that’s some of the big key lessons. Don’t be scared to test and try it because I’ve been proven wrong many times. I do want to have my I have a great marketing team and a super creative team too. Sometimes they have an idea where I’m thinking, I got it. Are you crazy? I mean, this is too far out.

But then they have proven me wrong several times where I’ve been too conservative, maybe. So I say, Okay, let’s try it, test it in both a budget and a resource and timing that is realistic and limited, and see if it works, and if it works, we’ll continue. Some timing has been, sometimes it’s working.

Yeah.

Just that every experience is a given experience.

I’m a millennian, right? So I’m Instagram.

That worked, you said?

Oh, that’s a good question. That’s a really good question. Reaching out to 30, or 40 influence influences within a special field and thinking that they would want to respond to three or four questions when they had to put some time and effort in here and being positive that we got a response rate of around 70%, but also realizing that these influence love to talk about themselves. I didn’t think it would work, but worked even better because it then continued to work because as soon as you put it like, they kept sharing. It went a little bit mild.

Sarah, can you repeat that one?

Old habits holding me back the most. I would say that I’m getting better at letting go of old habits, but I would say to feel that sometimes I need to respond immediately, especially in the world that we live in today. You either have Teams, you have Slack, you have emails, you have LinkedIn messages, I mean, We all have a to-do list, you can say, and things that you need to move forward. I mean, if I had to, with all the things that I get, it could be a full-time job just responding. That’s all the I used to have a November service. Well, still service-minded, I would say, but need to be able to respond at least within the same day, and that’s just not realistic.

I would love to spend more time sometimes sitting with my team and together, all of us, and being creative together because that’s a thing in my team that we’re really strong at. But unfortunately, we can’t sit on each other’s lap all the time. We need to move forward. That’s a thing that I would love to have more time to do. But the reality is also there’s a lot of, from my level, strategic forward thinking, coordination, that sense that is taking most of my time. Especially also, which is a hugely important thing for me, employing my employees, the engagement, the motivation that they feel that they are heard. That’s my priority first. Because if you have a strong relationship with employees and understandably and you’re there as a leader, you also just have a stronger team.

If you had said, What subject do you find most frustrating? I would have been able to answer very quickly. But fascinating, I would say that I think it’s coming back to what area I would call it, maybe not subject, that I find most fascinating in marketing is that it has expanded to many different specialties, but I’m fascinated about that when we put these different specialties together, the outcome that comes out of it. There are so many parts today that you need to consider, for example, for creating a campaign. I find that super fascinating. I find it super fascinating to create that, for example, storytelling about both your brand, and your product, but also engaging and making sure that your users see those aha moments that your product gives them. It’s a difficult one, but it’s also a super fascinating one when you hit it in the right way.

Yeah, then it came. But right now, I would say tracking, it’s my most frustrating part. When it comes to attribution, there’s been a lot of changes in general in the market and the world. To say that there was a time when I could go in on Google Ads, for example, and figure it out. I’m happy that I have a head of growth that can do that for me too, because that is a part, I think, for all marketeers that is more complicated and specialized and more technical than ever. That is a bit of a frustration.

Thank you. Thank you for having me.