What tool should I use?
Mouseflow is a screen recording and page analysis tool. There are a lot of web apps that do this, but none is as all-encompassing, affordably priced or high-quality as Mouseflow.
Not only will you get smooth recordings of your users navigating through your website - session recordings even span multiple pages - but you get access to heat maps, scroll maps and click maps of activity for all of your pages.
Mouseflow also allows you to segment your recordings and page analysis in a number of incredibly helpful ways. You can sort by date, by number of pages a user visited, device used, country of origin and a lot more.
If you want to analyze users on mobile phones who visited at least three pages in the last three days - Mouseflow makes that really simple.
This ability to segment your data is a growth marketer's dream.
What Am I Trying To Do?
So why should you watch your users? The most obvious reason is because it helps to see what people are doing. Getting a map of what people are seeing and clicking on is clearly useful. In fact, I'd go as far as to say that if you don't have access to this kind of data then there is a black hole in your decision-making ability.
There's more to it than that though. Used in tandem with the rest of a growth marketer's toolkit - A/B testing, content marketing, e-mail blasts, etc - Mouseflow helps you discover surgically-precise takeaways that will help you magnify the results of your work.
For instance, getting the click data of your headline A/B test is great. But, it's even cooler to know that for your first headline most users are scrolling 75% down the page, then going back up top and hovering on your explanatory graphic, whereas on the second headline users seem to consistently scroll to the bottom, click the pricing call to action (CTA button), then go back home and bounce.
Mouseflow helps a growth marketer solve one of the core issues we've all run in to: correlation does not necessarily equal causation. When you can see your users, granularly, and compare across everything else you're doing, then you're much closer to the all important, "Why?' As in, why are users doing what they're doing and how do you ramp up what's working?
Growth for any business is difficult. Harder than you expect and harder than it should be. Despite the over-hyped "single change that increases conversions 45%," most businesses wade through muck until they find their bearings and then emerge one slow step at a time.
This is where Mouseflow is so important. When you get past top-level comparative analysis of your tests and campaigns, you may find yourself no less clear on what exactly is motivating your users. Screen recording and page analysis cuts directly through these problems.
What Should I Look For?
Without a tool like Mouseflow, it's like you're the head coach and you're calling the next play based on the scoreboard, but not having the benefit of watching what's actually happening on the field. Maybe what you just did got you points, maybe it didn't, but everything that happened in the middle that shaped the outcome that you're trying to judge can be unclear.
Smart growth marketers will lean heavily on tools like Mouseflow to learn about and document the "why." It's important to shape future campaigns and tests around who your visitors are, how they're behaving and - maybe most importantly - how they're thinking, rather than just on bottom-line results.
Sometimes the easy win isn't the best win and sometimes there's plenty to learn in tests that seem to accomplish nothing.
This is exactly how growth marketers should see tools like Mouseflow.