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• Increasing Website Traffic : 11 Tips To Attract Visitors

  25 août 2023, par Erin — Analytics Tips, Marketing

  For your website and business to succeed, you need to focus on building traffic.

  However, you aren’t the only one with that goal in mind.

  There are millions of other websites trying to increase their traffic as well. With that much competition, it’s important to make sure your website stands out. Accomplishing that can require a great deal of strategy.

  We’ve compiled a list of tips to help you develop a solid plan for increasing website traffic, to expand your reach, grow your audience and boost customer engagement levels — creating more opportunities for your business.Using these tips, more visitors will find their way to your website — meaning more customers for your business.

  Why is website traffic important ?

  Website traffic is essentially the number of people visiting your website. When someone lands on your site, they’re considered a visitor and increase your website traffic. 

  When your website traffic is high, you’ll get more clicks, customer interactions and brand engagement. As a result, search engines will have a positive impression of your website and send more people there, meaning even more people will see your content and have the opportunity to buy your product.

  When using a website for your business or any other venture, tracking your website traffic using a web analytics solution like Matomo is critical.

  

  With over 200 million actively maintained and visited websites in 2023, it’s important to make sure yours stands out if you want to increase your website traffic and grow your online presence. 

  11 tips for increasing website traffic

  Here are 11 tips to increase your organic traffic and elevate your business.

  1. Perfect your SEO

  Optimising your website to show up in search engine results shouldn’t be overlooked, as 63% of consumers start researching a product by using a search engine. Search engine optimisation, or SEO, increases the visibility and discoverability of your website on search engine results pages (SERPs). SEO targets organic searches, which means it doesn’t add to social media traffic, direct traffic or referrals, and it isn’t paid traffic.

  SEO is number one on this list for a reason — most of these tips will directly, or indirectly, improve your SEO efforts. 

  Steps to improve your search engine optimisation can include :

  • Using relevant keywords that are incorporated naturally throughout your content
  • Using a web analytics tool like Matomo, with its search keyword feature, to gain insights and identify opportunities for improvement
  • Using descriptive meta titles and meta descriptions
  • Link to your own content internally with descriptive anchor tags, and make sure unused pages are removed 
  • Keeping your target audience in mind and marketing your content toward them
  • Making sure your website’s structure is optimised to be mobile-friendly, fast and responsive — such as with Matomo’s SEO Web Vitals feature, which monitors key metrics like your website’s page speed and loading performance, pivotal for optimising search engine results

  2. Research the competition

  It’s important to remember that while your business might be unique, it’s likely not the only one in its field. Thousands of other websites from other companies are also looking to improve their website traffic and increase sales, and you have to outcompete them.

  Looking at what your competitors are doing is vital from a strategic perspective. You can see what their content looks like, how they’re framing their specific use cases and what target audience they’re marketing toward.

  Knowing what your competitors are doing can help you find ways to improve your content and make it unique. Are your competitors missing a specific use case or neglecting a particular audience ? Fill in their content gaps on your website, and pick up the traffic they’re missing.

  3. Create high-quality, evergreen content

  If your content is high-quality, visitors will read more of it and stay longer on your site. This obviously increases the likelihood they will purchase your product or service, and it tells search engines that your website is a good answer for a search query.

  High-quality content will also be shared more often, leading to even more website traffic. You should aim to develop content that doesn’t lose relevance over time (aka “evergreen content”). If you include time-sensitive data, statistics or content in your website, blog posts or articles, it’ll be relevant only around that time frame. 

  While this month’s viral content is highly popular, it likely won’t be relevant in a few months. Instead, if you ensure your content is evergreen, it will continue to get engagement long after it’s published.

  4. Implement creative visuals

  It’s important to have engaging, fun and interactive media on your website to keep visitors on your site longer. Like good content, interesting visuals (and the resulting longer visits) can translate to more purchases (and favourable assessments by search engines).

  

  Media can take the form of videos, infographics, images or web graphics. 

  With Matomo’s Media Analytics feature, you can automatically gain even deeper insights into how your visitors engage with your media content, enhancing your understanding of their preferences and behaviours.

  If you have interesting, captivating visuals, visitors will be more likely to stay on your website longer and see what you have to offer. Without captivating visuals to break up walls of text, you’ll likely find visitors will tend to leave your site in favour of something more engaging.

  Just make sure you design your visuals with your target audience in mind. Flashy, fun graphics might not be a good fit for a professional audience, but they’re great for younger audiences. If you get your audience correct, they may also share the images with others. Depending on your business, that might be a useful infographic shared across LinkedIn, or a picture of a clever use case shared on Pinterest. 

  As a bonus, if other companies use your graphics on their websites, that earns you some backlinks — more on those in a bit.

  5. Create a comprehensive knowledge base

  Having a knowledge base is critical to making sure your service or product is well understood and well documented, especially in the tech industry. If a visitor or potential customer is interested in your product or service, they need to know exactly what it will do for them and that they have a good foundation of support in case they need help. A knowledge base is also a good place for internal links (more on those in a bit).

  Visitors can also use your knowledge base as a source of information, and if they cite you as a source, that’ll lead right back to more website traffic for you (see our backlinks section for more about this). If your website is a good source of information, visitors will come back to it again and again.

  6. Use social media often and consistently

  Digital marketing nowadays heavily relies on social media platforms. Having an online presence no longer means just having a website — if you’re not using social media sites, you’re missing out on a huge portion of potential visitors and customers.

  A strong social media presence with profiles on platforms like Facebook, X (formerly Twitter), Instagram or LinkedIn can be invaluable for increasing your website traffic. Visitors to your social media profiles will click on regularly shared content, read your blog posts and possibly become customers.

  Participating in relevant communities and networking with other companies in groups in your industry can also be invaluable. If you participate in online communities and forums for your niche, you can offer insight, answer questions and plug your website. All of this will increase your clicks, which will increase your website traffic.

  If you’ve managed to build your own community on social media, make sure to keep them engaged ! Implementing your own forum, hosting live chats and Q&As, offering helpful and engaging content will make sure visitors keep coming back and spreading the word. 

  7. Use email marketing or newsletters

  Having an email list and sending marketing emails or newsletters is a great way to increase website traffic. You can offer exclusive content, and promise discounts or resources to your subscribers for when they return to your website. This will help keep your loyal audience engaged, entice new customers to subscribe to your newsletter, give you a chance to upsell to people who have already expressed an interest in your product and potentially convert curious subscribers into customers.

  8. Make sure your content can earn backlinks

  A backlink is when a website links to a different website — ideally using relevant anchor text — and it’s an effective strategy for increasing referral traffic, that is, visitors who get to your website via a link on another website. The more backlinks you have, the more your referral traffic will increase. Social share buttons make it easy for people to cite you on social platforms, too. 

  We’ve already talked about making expert content that’s link-worthy, but also make sure that you’re creating linkable assets (like those interesting visuals mentioned earlier), building relationships with other sites that will link to you (like by inviting an expert or influencer to write on your page and promote it from their platform, or by writing your own guest content for their sites) and sharing your own content. All of this can help increase your referral traffic, particularly when you’re linked from websites with a higher domain authority than you have.

  You can also make sure your website is listed in online directories. Some sites will do interviews and roundups, as well — these are great opportunities to increase your backlinks.

  9. Optimise your CTR

  Click-through rate, or CTR, is the percentage of users who click on specific links to your website. A high CTR means your visitors are following a link — whether in an advertisement, a search result or a social media post — and a low CTR means they’re passing it by. Optimising your CTR can greatly improve your website traffic.

  To improve CTR, identify successful elements such as copy, imagery, and offers in your ads, enabling you to amplify effective elements and minimise less impactful ones.

  10. Ensure your website is responsive and mobile-friendly

  If a visitor is frustrated by your site being slow, laggy, clunky or not mobile-friendly, they won’t stay long. That doesn’t look good to search engines if that’s how your visitors got there. Your website needs to be clean, responsive, user-friendly and accessible.

  If your website is slow, try increasing your website’s performance by :

  • Optimising images : Reduce the size of images and compress them for faster load times. Opt for JPEG format for photos and PNG format for graphics. 
  • Limit the use of plugins : If you are using a CMS like WordPress, consider removing plugins that are unnecessary or not essential.
  • Embrace lazy loading : To further enhance site speed and reduce initial load times, set up your site to load images and content only as visitors scroll down. Prioritising the content and images at the top of the page makes the site feel faster. Some CMS platforms will offer this option, but others may require a bit of coding to set this up. 

  Many people rely on their phones to research services or products, especially if they’re doing a quick search. Make sure your website is friendly to mobile users. It should scale vertically and scroll smoothly so users aren’t frustrated when using your site. They should be able to find the info they need immediately without any technical issues.

  11. Track your website’s metrics

  As you test out each of these strategies to increase your web traffic, don’t forget to closely analyse the performance of your site. To truly understand the impact of your efforts, you’ll need a reliable web analytics solution. Think of a dependable web analytics solution as your website’s GPS. Without it, you’d be lost, unsure of your direction and missing out on valuable insights to steer your growth.

  Matomo is a powerful web analytics tool that can help you do just that by providing information on your site visitors and campaign performance, complemented by an array of behavioural analytics features that delve into user interactions. Among these, our heatmap feature stands out, enabling greater insights into user interactions and optimisation of your site’s effectiveness.

  

  Google Analytics is another powerful analytics option, though it has challenges with data accuracy ; there are multiple other web analytics solutions as well.

  Regardless of what web analytics solution you choose, the process of analysing your website metrics is incredibly important for identifying areas of improvement to increase website traffic.

  Increasing your web traffic is a process

  Increasing website traffic isn’t something you accomplish overnight. It’s a comprehensive, ongoing endeavour that requires constant analysis and fine-tuning. 

  By applying these tips to create consistent, high-quality content that gets spotlighted on search engines, shared on social media and returned to again and again, you’ll see a steady stream of increased traffic. 

  With Matomo, you can understand your visitor behaviour to see what works and what doesn’t as you work to increase your website traffic. Get your free 21-day trial now. No credit card required.

• How to Choose the Optimal Multi-Touch Attribution Model for Your Organisation

  13 mars 2023, par Erin — Analytics Tips

  If you struggle to connect the dots on your customer journeys, you are researching the correct solution. 

  Multi-channel attribution models allow you to better understand the users’ paths to conversion and identify key channels and marketing assets that assist them.

  That said, each attribution model has inherent limitations, which make the selection process even harder.

  This guide explains how to choose the optimal multi-touch attribution model. We cover the pros and cons of popular attribution models, main evaluation criteria and how-to instructions for model implementation. 

  Pros and Cons of Different Attribution Models 

  

  First Interaction 

  First Interaction attribution model (also known as first touch) assigns full credit to the conversion to the first channel, which brought in a lead. However, it doesn’t report other interactions the visitor had before converting.

  Marketers, who are primarily focused on demand generation and user acquisition, find the first touch attribution model useful to evaluate and optimise top-of-the-funnel (ToFU). 

  Pros 

  • Reflects the start of the customer journey
  • Shows channels that bring in the best-qualified leads 
  • Helps track brand awareness campaigns

  Cons 

  • Ignores the impact of later interactions at the middle and bottom of the funnel 
  • Doesn’t provide a full picture of users’ decision-making process 

  Last Interaction 

  Last Interaction attribution model (also known as last touch) shifts the entire credit allocation to the last channel before conversion. But it doesn’t account for the contribution of all other channels. 

  If your focus is conversion optimization, the last-touch model helps you determine which channels, assets or campaigns seal the deal for the prospect. 

  Pros 

  • Reports bottom-of-the-funnel events
  • Requires minimal data and configurations 
  • Helps estimate cost-per-lead or cost-per-acquisition

  Cons 

  • No visibility into assisted conversions and prior visitor interactions 
  • Overemphasise the importance of the last channel (which can often be direct traffic) 

  Last Non-Direct Interaction 

  Last Non-Direct attribution excludes direct traffic from the calculation and assigns the full conversion credit to the preceding channel. For example, a paid ad will receive 100% of credit for conversion if a visitor goes directly to your website to buy a product. 

  Last Non-Direct attribution provides greater clarity into the bottom-of-the-funnel (BoFU). events. Yet, it still under-reports the role other channels played in conversion. 

  Pros 

  • Improved channel visibility, compared to Last-Touch 
  • Avoids over-valuing direct visits
  • Reports on lead-generation efforts

  Cons 

  • Doesn’t work for account-based marketing (ABM) 
  • Devalues the quality over quantity of leads 

  Linear Model

  Linear attribution model assigns equal credit for a conversion to all tracked touchpoints, regardless of their impact on the visitor’s decision to convert.

  It helps you understand the full conversion path. But this model doesn’t distinguish between the importance of lead generation activities versus nurturing touches.

  Pros 

  • Focuses on all touch points associated with a conversion 
  • Reflects more steps in the customer journey 
  • Helps analyse longer sales cycles

  Cons 

  • Doesn’t accurately reflect the varying roles of each touchpoint 
  • Can dilute the credit if too many touchpoints are involved 

  Time Decay Model 

  Time decay models assumes that the closer a touchpoint is to the conversion, the greater its influence. Pre-conversion touchpoints get the highest credit, while the first ones are ranked lower (5%-5%-10%-15%-25%-30%).

  This model better reflects real-life customer journeys. However, it devalues the impact of brand awareness and demand-generation campaigns. 

  Pros 

  • Helps track longer sales cycles and reports on each touchpoint involved 
  • Allows customising the half-life of decay to improve reporting 
  • Promotes conversion optimization at BoFu stages

  Cons 

  • Can prompt marketers to curtail ToFU spending, which would translate to fewer qualified leads at lower stages
  • Doesn’t reflect highly-influential events at earlier stages (e.g., a product demo request or free account registration, which didn’t immediately lead to conversion)

  Position-Based Model 

  Position-Based attribution model (also known as the U-shaped model) allocates the biggest credit to the first and the last interaction (40% each). Then distributes the remaining 20% across other touches. 

  For many marketers, that’s the preferred multi-touch attribution model as it allows optimising both ToFU and BoFU channels. 

  Pros 

  • Helps establish the main channels for lead generation and conversion
  • Adds extra layers of visibility, compared to first- and last-touch attribution models 
  • Promotes budget allocation toward the most strategic touchpoints

  Cons 

  • Diminishes the importance of lead nurturing activities as more credit gets assigned to demand-gen and conversion-generation channels
  • Limited flexibility since it always assigns a fixed amount of credit to the first and last touchpoints, and the remaining credit is divided evenly among the other touchpoints

  How to Choose the Right Multi-Touch Attribution Model For Your Business 

  If you’re deciding which attribution model is best for your business, prepare for a heated discussion. Each one has its trade-offs as it emphasises or devalues the role of different channels and marketing activities.

  To reach a consensus, the best strategy is to evaluate each model against three criteria : Your marketing objectives, sales cycle length and data availability. 

  Marketing Objectives 

  Businesses generate revenue in many ways : Through direct sales, subscriptions, referral fees, licensing agreements, one-off or retainer services. Or any combination of these activities. 

  In each case, your marketing strategy will look different. For example, SaaS and direct-to-consumer (DTC) eCommerce brands have to maximise both demand generation and conversion rates. In contrast, a B2B cybersecurity consulting firm is more interested in attracting qualified leads (as opposed to any type of traffic) and progressively nurturing them towards a big-ticket purchase. 

  When selecting a multi-touch attribution model, prioritise your objectives first. Create a simple scoreboard, where your team ranks various channels and campaign types you rely on to close sales. 

  Alternatively, you can survey your customers to learn how they first heard about your company and what eventually triggered their conversion. Having data from both sides can help you cross-validate your assumptions and eliminate some biases. 

  Then consider which model would best reflect the role and importance of different channels in your sales cycle. Speaking of which….

  Sales Cycle Length 

  As shoppers, we spend less time deciding on a new toothpaste brand versus contemplating a new IT system purchase. Factors like industry, business model (B2C, DTC, B2B, B2BC), and deal size determine the average cycle length in your industry. 

  Statistically, low-ticket B2C sales can happen within just several interactions. The average B2B decision-making process can have over 15 steps, spread over several months. 

  That’s why not all multi-touch attribution models work equally well for each business. Time-decay suits better B2B companies, while B2C usually go for position-based or linear attribution. 

  Data Availability 

  Businesses struggle with multi-touch attribution model implementation due to incomplete analytics data. 

  Our web analytics tool captures more data than Google Analytics. That’s because we rely on a privacy-focused tracking mechanism, which allows you to collect analytics without showing a cookie consent banner in markets outside of Germany and the UK. 

  Cookie consent banners are mandatory with Google Analytics. Yet, almost 40% of global consumers reject it. This results in gaps in your analytics and subsequent inconsistencies in multi-touch attribution reports. With Matomo, you can compliantly collect more data for accurate reporting. 

  Some companies also struggle to connect collected insights to individual shoppers. With Matomo, you can cross-attribute users across browning sessions, using our visitors’ tracking feature. 

  When you already know a user’s identifier (e.g., full name or email address), you can track their on-site behaviours over time to better understand how they interact with your content and complete their purchases. Quick disclaimer, though, visitors’ tracking may not be considered compliant with certain data privacy laws. Please consult with a local authority if you have doubts. 

  How to Implement Multi-Touch Attribution

  Multi-touch attribution modelling implementation is like a “seek and find” game. You have to identify all significant touchpoints in your customers’ journeys. And sometimes also brainstorm new ways to uncover the missing parts. Then figure out the best way to track users’ actions at those stages (aka do conversion and events tracking). 

  Here’s a step-by-step walkthrough to help you get started. 

  Select a Multi-Touch Attribution Tool 

  The global marketing attribution software is worth $3.1 billion. Meaning there are plenty of tools, differing in terms of accuracy, sophistication and price.

  To make the right call prioritise five factors :

  • Available models : Look for a solution that offers multiple options and allows you to experiment with different modelling techniques or develop custom models. 
  • Implementation complexity : Some providers offer advanced data modelling tools for creating custom multi-touch attribution models, but offer few out-of-the-box modelling options. 
  • Accuracy : Check if the shortlisted tool collects the type of data you need. Prioritise providers who are less dependent on third-party cookies and allow you to identify repeat users. 
  • Your marketing stack : Some marketing attribution tools come with useful add-ons such as tag manager, heatmaps, form analytics, user session recordings and A/B testing tools. This means you can collect more data for multi-channel modelling with them instead of investing in extra software. 
  • Compliance : Ensure that the selected multi-attribution analytics software wouldn’t put you at risk of GDPR non-compliance when it comes to user privacy and consent to tracking/analysis. 

  Finally, evaluate the adoption costs. Free multi-channel analytics tools come with data quality and consistency trade-offs. Premium attribution tools may have “hidden” licensing costs and bill you for extra data integrations. 

  Look for a tool that offers a good price-to-value ratio (i.e., one that offers extra perks for a transparent price). 

  Set Up Proper Data Collection 

  Multi-touch attribution requires ample user data. To collect the right type of insights you need to set up : 

  • Website analytics : Ensure that you have all tracking codes installed (and working correctly !) to capture pageviews, on-site actions, referral sources and other data points around what users do on page. 
  • Tags : Add tracking parameters to monitor different referral channels (e.g., “facebook”), campaign types (e.g., ”final-sale”), and creative assets (e.g., “banner-1”). Tags help you get a clearer picture of different touchpoints. 
  • Integrations : To better identify on-site users and track their actions, you can also populate your attribution tool with data from your other tools – CRM system, A/B testing app, etc. 

  Finally, think about the ideal lookback window — a bounded time frame you’ll use to calculate conversions. For example, Matomo has a default windows of 7, 30 or 90 days. But you can configure a custom period to better reflect your average sales cycle. For instance, if you’re selling makeup, a shorter window could yield better results. But if you’re selling CRM software for the manufacturing industry, consider extending it.

  Configure Goals and Events 

  Goals indicate your main marketing objectives — more traffic, conversions and sales. In web analytics tools, you can measure these by tracking specific user behaviours. 

  For example : If your goal is lead generation, you can track :

  • Newsletter sign ups 
  • Product demo requests 
  • Gated content downloads 
  • Free trial account registration 
  • Contact form submission 
  • On-site call bookings 

  In each case, you can set up a unique tag to monitor these types of requests. Then analyse conversion rates — the percentage of users who have successfully completed the action. 

  To collect sufficient data for multi-channel attribution modelling, set up Goal Tracking for different types of touchpoints (MoFU & BoFU) and asset types (contact forms, downloadable assets, etc). 

  Your next task is to figure out how users interact with different on-site assets. That’s when Event Tracking comes in handy. 

  Event Tracking reports notify you about specific actions users take on your website. With Matomo Event Tracking, you can monitor where people click on your website, on which pages they click newsletter subscription links, or when they try to interact with static content elements (e.g., a non-clickable banner). 

  Using in-depth user behavioural reports, you can better understand which assets play a key role in the average customer journey. Using this data, you can localise “leaks” in your sales funnel and fix them to increase conversion rates.

  Test and Validated the Selected Model 

  A common challenge of multi-channel attribution modelling is determining the correct correlation and causality between exposure to touchpoints and purchases. 

  For example, a user who bought a discounted product from a Facebook ad would act differently than someone who purchased a full-priced product via a newsletter link. Their rate of pre- and post-sales exposure will also differ a lot — and your attribution model may not always accurately capture that. 

  That’s why you have to continuously test and tweak the selected model type. The best approach for that is lift analysis. 

  Lift analysis means comparing how your key metrics (e.g., revenue or conversion rates) change among users who were exposed to a certain campaign versus a control group. 

  In the case of multi-touch attribution modelling, you have to monitor how your metrics change after you’ve acted on the model recommendations (e.g., invested more in a well-performing referral channel or tried a new brand awareness Twitter ad). Compare the before and after ROI. If you see a positive dynamic, your model works great. 

  The downside of this approach is that you have to invest a lot upfront. But if your goal is to create a trustworthy attribution model, the best way to validate is to act on its suggestions and then test them against past results. 

  Conclusion

  A multi-touch attribution model helps you measure the impact of different channels, campaign types, and marketing assets on metrics that matter — conversion rate, sales volumes and ROI. 

  Using this data, you can invest budgets into the best-performing channels and confidently experiment with new campaign types. 

  As a Matomo user, you also get to do so without breaching customers’ privacy or compromising on analytics accuracy.

  Start using accurate multi-channel attribution in Matomo. Get your free 21-day trial now. No credit card required.

• Output file does not show up after executing ffmpeg command [closed]

  19 février 2024, par davai

  I'm using ffmpeg to combine an MP3 + G file and produce an MP4 file. I've placed the source code / .exe file for 'ffmpeg' in the project folder, and the MP3 + G files are also in the project folder. I also set the MP4 output to show up in the project folder as well. The weird thing is that, initially, I was producing output files, and while trying to tweak the constant rate factor, the MP4 output just stopped showing up entirely. I'm also not receiving any errors while running the code, and it does print out that the file has been successfully created, despite nothing showing up in the project folder.

  


  
        String mp3FilePath = "C:/Users/exampleuser/pfolder/example.mp3";
        String gFilePath = "C:/Users/exampleuser/pfolder/example.cdg";
        String mp4OutputPath = "C:/Users/exampleuser/pfolder/example.mp4";

        try
        {
            String[] command = {
                    "C:/Users/tonih/IdeaProjects/MP3GtoMP4Conversion/ffmpeg/ffmpeg-2024-02-19-git-0c8e64e268-full_build/bin/ffmpeg.exe",
                    "-i", mp3FilePath,       // Input MP3 file
                    "-r", "25",              // Frame rate
                    "-loop", "1",            // Loop input video
                    "-i", gFilePath,         // Input G file
                    "-c:v", "libx264",       // Video codec
                    "-preset", "slow",       // Encoding preset for quality (choose according to your requirement)
                    "-crf", "18",            // Constant Rate Factor (lower is higher quality, typical range 18-28)
                    "-c:a", "aac",           // Audio codec
                    "-b:a", "320k",          // Audio bitrate
                    "-shortest",             // Stop when the shortest stream ends
                    mp4OutputPath            // Output MP4 file
            };

            Process process = Runtime.getRuntime().exec(command);
            process.waitFor();
            System.out.println("MP4 file created successfully: " + mp4OutputPath);
        }
        catch (IOException | InterruptedException e)
        {
            e.printStackTrace();
        }