E01

Don’t miss the first episode of the first Podcast season, where we chat with Mouseflow, a user-behavior analytics tool and cover recordings, heatmaps, funnels. Plus, how to manage helicopter executives.

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Intended Consequences Podcast Season 1 Episode 1: Key Takeaways

  1. Exit Intent: Not sure what this means? You’ll learn about that and why it matters.
  2. What Happens When a Site Bug Goes Unchecked: You’ll hear stories on the impact a site bug can have on your website – and we’re talking a $1.2 million impact.
  3. Tips on Conversation with Executives: Gain knowledge and tips from Evan on how to have conversations with your marketing executives.

Resources and Links Discussed

Excerpts from our Conversation with Mouseflow

Avoid the Bias

This stuff really fascinates me just because it’s a psychological. It’s diving into the minds of of your visitors. And one thing that I always encourage people to do when they’re using Mouseflow on their website is PLEASE FOR THE LOVE OF GOD DO NOT go in with any bias. You have to be willing to test and identify ways that you can improve your form or specific parts of your Web site.

The Add-to-Cart Bug

This is going to have to remain anonymous, so I can’t share the company. But there is e-commerce store in America that uses Mouseflow and they were recording 100 percent of all visitors. So lots of data coming in. We’re talking millions and millions of sessions per month. And there was a pretty serious bug / error that was deployed live onto the Web site after they had finished a redesign. And Mouseflow picked it up. They had notifications set to send to one of their product marketers e-mails whenever a JavaScript error occurred.

All of the sudden at 2:00a.m. on Monday night their e-mail just starts getting absolutely blown up. It turned out that there was an Add to Cart button that was not working on about 40% of their product pages.

It was a huge huge error.

Mouseflow estimated it ended up being like $400K revenue loss. So, it ended up being a serious deal . And if that had gone further unnoticed, obviously this would have stretched into the millions of dollars.

Get ready, Marketers

“So I would I think that’s one of the most exciting things for a marketer who finally grabs this tool installs it, because they’re about to get the data they need to have a really really interesting meetings.”

Conversion Sciences Podcast with Mouseflow, a user-behavior analytics tool.

Conversion Sciences Podcast with Mouseflow, a user-behavior analytics tool.

Helicopter Executives

That executive who doesn’t feel comfortable with the work that a marketer has done, because that marketer doesn’t have any data, will come in and change things based on their experience with a customer their experience or their own preference.

In other words executives are coming in with all their biases and making changes to a campaign, and that’s really frustrating to a marketer marketing team who’s worked hard on a redesign, to have a sample size of one person come nin and upend those assumptions.

Celebrating Design

“But there’s something to be said for installing this tool before you launch a redesign, and then going in and celebrating, with heatmap and session recordings, where the redesign has really improved things. That’s going to get the design team and the UX team more interested in working with you.”

It’s going to make your boss look good because he or she shepherded this fantastic redesign. And then you can go and say here’s the next things we can be improving on.”