PLG Company: Mouseflow

How Mouseflow, a behavior analytics platform, uses product-led growth with instant heatmaps, a freemium model, and conversion-focused insights to serve 190,000+ businesses and reach $2.4M ARR through self-serve adoption.

Author

Gary Chan
September 10, 2025

Every week, I will feature a PLG company and break down how they win.

Company and Product

Mouseflow – Website Behavior Analytics Platform

Founded: 2010 by Lasse Schou (CEO) and Mikkel Wakefield, Denmark (HQ now Austin, Texas)

Team: 11-50

Funding: Acquired by Copenhagen-based private investment firm in 2025

Revenue: $2.4M ARR (2025) with 190,000+ customers

Competitors: Hotjar, FullStory, LogRocket, Crazy Egg, Smartlook

Industry/Category

Website, User Experience, Behavior Analytics

Target User Persona

Primary: Marketing teams, UX designers, product managers, and CRO professionals

Secondary: E-commerce businesses, SaaS companies, agencies, and digital marketing teams

Specific: Teams frustrated with traditional and basic analytics

PLG Model Used

Freemium

  • Free tier: Up to 500 monthly recordings, 1 website, 1 month storage, live chat support

  • Paid plans: Starter (€39/month), Growth (€129/month), Business (€259/month)

  • Usage-based upgrades as recording needs and website volume grow

Time to Value (TTV)

Immediate (minutes):

  • Install JavaScript tracking code on website

  • Start recording user sessions and generating heatmaps instantly

  • View first session replays and click data within minutes of setup

  • No complex configuration or waiting periods required

Make sure that users are set up with the JavaScript code; otherwise, they cannot move forward. Any drop-off during the installation means churn and wasted cost per acquisition CPA.

To ensure that Mouseflow is successful, they need about 80–100% JavaScript installation. That means constantly optimizing to make this process easier, whether it's for a WordPress install, Google Tag Manager install, or sending it to your engineering team and following up with automation. This should be continually optimized.

Gary Yau Chan

Onboarding Experience

  • Free 14 day trial and no CC required

  • Onboarding flows based on user persona and industry

  • Personalized customer success manager for paid plans

Make sure the job to be done (JTBD) is optimized and segmented by different types of users. Marketing managers might have different goals than product managers or UX designers, and each group may have different objectives based on industry verticals.

The onboarding flow needs to ensure that users are activated and understand what they can gain from Mouseflow's capabilities.

Gary Yau Chan

Time-based trials, in my opinion, are starting to become very questionable. If users aren't activated on the first day, it's very difficult to help them see the value by the end of the trial. 14 days is a very short time to get that JavaScript code set up and then see if the data is coming in.

So it's worth analyzing whether giving users a longer time frame or a trial based on usage limits might help. It could also help avoid drop-off.

Gary Yau Chan

Key Growth Loops/Virality

  • Team Sharing Loop: Users share session replays and heatmaps internally, sharing with teammates

  • Free Tier Exposure: 500 free monthly recordings let teams experience value before upgrading

  • Paid Tiers are by Sessions: The more sessions, the higher the subscription plan

They can consider changing the subscription to usage-based pricing.

Gary Yau Chan

Read more about Usage Based Pricing and PLG:

Usage-Based Pricing in Product-Led Growth

Pros and cons of usage-based pricing in product-led growth strategies. Learn from real-world experiences with AI-powered features and get actionable insights on when this pricing model works best for B2B SaaS products

growthwithgary.com/p/usage-based-pricing

PLG Compounding Strategy

If users can set up the JavaScript code properly, they can quickly gain value by watching visitor sessions and examining where customers struggle on their website. They will share these insights with their teammates and showcase them as evidence to the UX team, the product team, the marketing team, and the leadership team.

This creates internal virality within the company and increases stickiness. Word of mouth also spreads externally, creating case studies. This is a product-led growth company that succeeds by being very simple, affordable, and straightforward.

Any PLG companies that require installing a javascript snippt, need to keep optimize onboarding activation to avoid dropoff. If done successfully, it becomes very easy to become a highly retained PLG product.

Read more about virality in SaaS:

SaaS Product Virality using Product-Led Growth

How to create internal virality bottom-up from selling to one individual user then upselling the whole customer's organization. And learn how to create external virality that compounds and drives growth.

growthwithgary.com/p/saas-virality

Read about other PLG Company Highlights:

Product-Led Growth Examples: 9 AI SaaS Companies That Cracked the Code (2025)

Here are 6 real-world product-led growth (PLG) examples from leading AI and SaaS startups. Learn they use common characteristics (instant value, viral loops, and user-focused strategies) to drive rapid, sustainable growth.

growthwithgary.com/p/product-led-growth-examples

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I am Gary Yau Chan. 3x Head of Growth. Product Growth specialist. 26x hackathon winner. Building ClarityInbox. I write about #PLG and #BuildInPublic. Please follow me on LinkedIn, or read about what you can hire me for on my Notion page.