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• CRO Testing : The 6-Steps for Maximising Conversion Rates

  10 mars 2024, par Erin

  It’s a nightmare every marketing manager faces. Traffic is soaring after you’ve launched new digital marketing campaigns, but conversions have barely moved.

  Sound familiar ?

  The good news is you’re not alone — loads of marketing managers struggle to get potential customers to purchase. The better news is that you can test dozens of strategies to turn around your site’s fortunes. 

  Conversion rate optimisation testing (CRO testing for short) is the name for this kind of experimentation — and it can send conversion rates and revenue soaring.

  In this article, we’ll explain CRO testing and how you can start doing it today using Matomo. 

  What is CRO Testing ? 

  CRO testing is optimising your site’s conversion funnel using a series of experiments designed to improve conversion rates.

  A CRO test can take several forms, but it usually involves changing one or more elements of your landing page. It looks something like this :

  1. You hypothesise what you expect to happen.
  2. You then run an A/B test using a dedicated CRO platform or tool.
  3. This tool will divide your site’s traffic, sending one segment to one variation and the other segment to another.
  4. The CRO tool will measure conversions, track statistical significance, and declare one variation the winner. 

  A CRO tool isn’t the only software you can use to gather data when running tests. There are several other valuable data sources, including :

  • A web analytics platform : to identify issues with your website
  • User surveys : to find out what your target audience thinks about your site
  • Heatmaps : to learn where users focus their attention
  • Session recordings : to discover how visitors browse your site

  Use as many of these features, tools, and methods as you can when brainstorming hypotheses and measuring results. After all, your CRO test is only as good as your data.

  On that note, we need to mention the importance of data accuracy when researching issues with your website and running CRO tests. If you trust a platform like Google Analytics that uses data sampling (where only a subset of data is analysed), then there’s a risk you make business decisions based on inaccurate reports.

  In practice, that could see you overestimate the effectiveness of a landing page, potentially wasting thousands in ad spend on poorly converting pages. 

  That’s why over a million websites rely on Matomo as their web analytics solution—it doesn’t sample data, providing 100% accurate website traffic insights you can trust to make informed decisions.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Types of CRO Testing 

  There are three core types of CRO tests :

  A/B testing

  A/B testing, or split testing, is when you test two versions of the same page against each other. Usually, the two pages have only one difference, such as a new headline or a different CTA. 

  

  In the test above, for example, we test what happens if we remove one of the affiliate links from a page. We hypothesise that conversions won’t change because these links aren’t effective.

  A/B/n testing

  A/B/n testing is when you test multiple variations of the same element on the same page. 

  Rather than just testing one headline against another, for example, you test multiple different headlines at once.

  

  In the test above in Matomo, we’re testing a website’s original header against a wider and smaller version. It turns out the wider header converts significantly better. 

  Multivariate testing

  In a multivariate CRO test, you test multiple different elements at the same time. That could mean testing combining a different headline, CTA button, and image. 

  Multivariate testing can save time because you test multiple elements at once and find the best combination of elements. But you’ll usually need a lot of traffic to find a statistically significant result.

  Why is CRO testing important ?

  Who doesn’t want more conversions, right ? Improving your conversion rate is the core benefit of running a CRO test, but there are a couple of other reasons you should do it, too :

  

  Improve conversion rates

  How well does your website convert visitors ? The average conversion rate of a typical website is 2.35%, but better-performing websites have significantly higher conversion rates. The top 25% of websites across all industries convert at a rate of 5.31% or higher.

  CRO testing is the best way to improve your site’s conversion rate by tweaking elements of your website and implementing the best results. And because it’s based on data, not your intuition, you’re likely to identify changes that move the needle. 

  Optimise the user experience

  CRO tests are also a great way to improve your site’s user experience. The process of CRO testing forces you to understand how users navigate your website using heatmaps and session recordings and fix the issues they face. 

  You could simplify your form fields to make them easier to fill in, for example, or make your pages easier to navigate. In both cases, your actions will also increase conversion rates.

  Decrease acquisition costs

  Improving your conversion rate using CRO testing will usually mean a decrease in customer acquisition costs and other conversion metrics. 

  After all, if the cost of your PPC ads stays the same but you convert more traffic, then each new customer will cost less to acquire.

  How to do CRO testing in 6 steps 

  Ready to get your hands dirty ? Follow these six steps to set up your first CRO test :

  Have a clear goal

  Don’t jump straight into testing. You need to be clear about what you want to achieve ; otherwise, you risk wasting time on irrelevant experiments. 

  If you’re unsure what to focus on, look back through your web analytics data and other tools like heatmaps, form analytics, and session recordings to get a feel for some of your site’s biggest conversion roadblocks. 

  Maybe there’s a page with a much lower conversion rate, for example — or a form that most users fail to complete. 

  If it’s the former, then your goal could be to increase the conversion rate of this specific landing page by 25%, bringing it in line with your site’s average. 

  

  Make sure your new conversion goal is set up properly in your website analytics platform, too. This will ensure you’re tracking conversions accurately. 

  Set a hypothesis

  Now you’ve got a goal, it’s time to create a hypothesis. Based on your available research, a hypothesis is an assumption you make about your conversion rate optimisation test.

  A heatmap of your poorly converting landing page may show that users aren’t focusing on your CTA button because it’s hidden below the fold. 

  You could hypothesise that by placing the CTA button directly under your headline above the fold, your conversion rate should increase. 

  Whatever your goal, you can use the following template to write a hypothesis :

  If we [make this specific change], then [this specific outcome] will occur because [reason].

  Design your test elements

  Most marketing managers won’t be able to run CRO tests independently. A team of talented experts must create the assets you need for a successful experimentation. This includes designers, copywriters, and web developers. 

  Don’t just have them create one new element at a time. Accelerate the process by having your team create dozens of designs simultaneously. That way, you can run a new CRO test as soon as your current test has finished. 

  Create and launch the test

  It’s time to launch your test. Use a CRO tool to automate building your test and tracking results. 

  With Matomo’s A/B Testing feature, it’s as easy as giving your test a name, writing a hypothesis and description, and uploading the URLs of your page variants.

  

  Matomo handles everything else, giving you a detailed breakdown at the end of the test with the winning variant. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Analyse the results

  You can only review the results of your CRO test once it has reached statistical significance — which means the observed outcome isn’t the result of chance.

  In the same way you wouldn’t say a die is unbiased after three rolls, you need thousands of visitors to see your landing pages and take action before deciding which is better. 

  Luckily, most CRO testing platforms, including Matomo, will highlight when a test reaches statistical significance. That means you only need to look at the result to see if your hypothesis is correct. 

  Implement and repeat

  Was your test a success ? Great, you can implement the results and test a new element. 

  Yep, that’s right. There’s no time to rest on your laurels. Continuous CRO testing is necessary to squeeze every conversion possible from your website. Just like fashion trends, website effectiveness changes over time. What works today might not work tomorrow, making ongoing CRO testing beneficial and necessary.

  That’s why it’s a good idea to choose a CRO testing platform like Matomo with no data limits.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  CRO testing examples you can run today 

  There’s no shortage of CRO tests you can run. Here are some experiments to get started with :

  Change your CTA design and copy

  Calls to action (CTAs) are the best elements to optimise during your first CRO test. You can change many things about them ; even the smallest optimisation can have a huge impact. 

  Just take a look at the image below to see how diverse your CTAs could be :

  

  Changing your CTA’s copy is a great place to start, especially if you have generic instructions like “Apply Now.”

  Try a more specific instruction like “Download your free trial” or “Buy now to get 30% off.” Or test benefit-led instructions like “Reduce your ad spend today” or “Take back control of your data.”

  Changing the colour of your CTAs can also yield more conversions. Bright colours are always a good bet. Just make sure your button stands out from the rest of your page. 

  Move the CTA button placement

  The placement of your CTA can be just as important as its copy or colour. If it’s down at the bottom of your page, there’s a good chance most of your visitors will miss it. 

  Try moving it above the fold to see if that makes a difference. Then, test multiple CTA buttons as opposed to just one. 

  Heatmaps and session recordings can identify whether this test is worthwhile. If users rarely focus on your CTA or just don’t scroll far enough to find it, then it’s a good bet you could see an uptick in conversions by moving it. 

  Try different headlines

  Your website’s headlines are another great place to start CRO testing. These are usually the first (and sometimes only) things visitors read, so optimising them as much as possible makes sense. 

  There are entire books written about creating persuasive headlines, but start with one of the following tactics :

  • Include a benefit
    • “Achieve radiant skin—discover the secret !”
  • Add numbers
    • “3 foolproof methods for saving money on your next vacation”
  • Using negative words instead of positive ones
    • “Avoid these 7 mistakes to unlock your potential for personal growth”
  • Shortening or lengthening your headline
    • Shortened : “Crush your fitness goals : Expert tips for success”
    • Lengthened : “Embark on your fitness journey : Learn from experts with proven tips to crush your wellness goals”

  Add more trust signals

  Adding trust signals to your website, such as brand logos, customer reviews, and security badges, can increase your conversion rate.

  We use it at Matomo by adding the logos of well-known clients like the United Nations and Amnesty International underneath our CTAs.

  

  It’s incredibly effective, too. Research by Edelman finds that trust is among the top three most important buying decision factors, above brand likeability.

  Start CRO testing with Matomo

  CRO testing is a data-backed method to improve your site’s conversion rate, making it more user-friendly and decreasing customer acquisition costs. Even a small improvement will be worth the cost of the tools and your time. 

  Fortunately, there’s no need to allocate hundreds of dollars monthly for multiple specialised testing tools. With Matomo, you get a comprehensive platform offering web analytics, user behaviour insights, and CRO testing – all conveniently bundled into one solution. Matomo’s pricing starts from just $19 per month, making it accessible to businesses of all sizes.

  Plus, rest assured knowing that you are GDPR compliant and the data provided is 100% accurate, ethically empowering you to make informed decisions with confidence.

  Take the first step on your CRO testing journey by trying Matomo free for 21 days ; no credit card required.

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  21 day free trial. No credit card required.

  
  

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• What is a Cohort Report ? A Beginner’s Guide to Cohort Analysis

  3 janvier 2024, par Erin

  Handling your user data as a single mass of numbers is rarely conducive to figuring out meaningful patterns you can use to improve your marketing campaigns.

  A cohort report (or cohort analysis) can help you quickly break down that larger audience into sequential segments and contrast and compare based on various metrics. As such, it is a great tool for unlocking more granular trends and insights — for example, identifying patterns in engagement and conversions based on the date users first interacted with your site.

  In this guide, we explain the basics of the cohort report and the best way to set one up to get the most out of it.

  What is a cohort report ?

  In a cohort report, you divide a data set into groups based on certain criteria — typically a time-based cohort metric like first purchase date — and then analyse the data across those segments, looking for patterns.

  Date-based cohort analysis is the most common approach, often creating cohorts based on the day a user completed a particular action — signed up, purchased something or visited your website. Depending on the metric you choose to measure (like return visits), the cohort report might look something like this :

  

  Note that this is not a universal benchmark or anything of the sort. The above is a theoretical cohort analysis based on app users who downloaded the app, tracking and comparing the retention rates as the days go by. 

  The benchmarks will be drastically different depending on the metric you’re measuring and the basis for your cohorts. For example, if you’re measuring returning visitor rates among first-time visitors to your website, expect single-digit percentages even on the second day.

  Your industry will also greatly affect what you consider positive in a cohort report. For example, if you’re a subscription SaaS, you’d expect high continued usage rates over the first week. If you sell office supplies to companies, much less so.

  What is an example of a cohort ?

  As we just mentioned, a typical cohort analysis separates users or customers by the date they first interacted with your business — in this case, they downloaded your app. Within that larger analysis, the users who downloaded it on May 3 represent a single cohort.

  

  In this case, we’ve chosen behaviour and time — the app download day — to separate the user base into cohorts. That means every specific day denotes a specific cohort within the analysis.

  Diving deeper into an individual cohort may be a good idea for important holidays or promotional events like Black Friday.

  Of course, cohorts don’t have to be based on specific behaviour within certain periods. You can also create cohorts based on other dimensions :

  • Transactional data — revenue per user
  • Churn data — date of churn
  • Behavioural cohort — based on actions taken on your website, app or e-commerce store, like the number of sessions per user or specific product pages visited
  • Acquisition cohort — which channel referred the user or customer

  For more information on different cohort types, read our in-depth guide on cohort analysis.

  How to create a cohort report (and make sense of it)

  Matomo makes it easy to view and analyse different cohorts (without the privacy and legal implications of using Google Analytics).

  Here are a few different ways to set up a cohort report in Matomo, starting with our built-in cohorts report.

  Cohort reports

  With Matomo, cohort reports are automatically compiled based on the first visit date. The default metric is the percentage of returning visitors.

  

  Changing the settings allows you to create multiple variations of cohort analysis reports.

  Break down cohorts by different metrics

  The percentage of returning visits can be valuable if you’re trying to improve early engagement in a SaaS app onboarding process. But it’s far from your only option.

  You can also compare performance by conversion, revenue, bounce rate, actions per visit, average session duration or other metrics.

  

  Change the time and scope of your cohort analysis

  Splitting up cohorts by single days may be useless if you don’t have a high volume of users or visitors. If the average cohort size is only a few users, you won’t be able to identify reliable patterns. 

  Matomo lets you set any time period to create your cohort analysis report. Instead of the most recent days, you can create cohorts by week, month, year or custom date ranges. 

  

  Cohort sizes will depend on your customer base. Make sure each cohort is large enough to encapsulate all the customers in that cohort and not so small that you have insignificant cohorts of only a few customers. Choose a date range that gives you that without scaling it too far so you can’t identify any seasonal trends.

  Cohort analysis can be a great tool if you’ve recently changed your marketing, product offering or onboarding. Set the data range to weekly and look for any impact in conversions and revenue after the changes.

  Using the “compare to” feature, you can also do month-over-month, quarter-over-quarter or any custom date range comparisons. This approach can help you get a rough overview of your campaign’s long-term progress without doing any in-depth analysis.

  You can also use the same approach to compare different holiday seasons against each other.

  If you want to combine time cohorts with segmentation, you can run cohort reports for different subsets of visitors instead of all visitors. This can lead to actionable insights like adjusting weekend or specific seasonal promotions to improve conversion rates.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Easily create custom cohort reports beyond the time dimension

  If you want to split your audience into cohorts by focusing on something other than time, you will need to create a custom report and choose another dimension. In Matomo, you can choose from a wide range of cohort metrics, including referrers, e-commerce signals like viewed product or product category, form submissions and more.

  

  Then, you can create a simple table-based report with all the insights you need by choosing the metrics you want to see. For example, you could choose average visit duration, bounce rate and other usage metrics.

  

  If you want more revenue-focused insights, add metrics like conversions, add-to-cart and other e-commerce events.

  Custom reports make it easy to create cohort reports for almost any dimension. You can use any metric within demographic and behavioural analytics to create a cohort. (You can explore the complete list of our possible segmentation metrics.)

  We cover different types of custom reports (and ideas for specific marketing campaigns) in our guide on custom segmentation.

  Create your first cohort report and gain better insights into your visitors

  Cohort reports can help you identify trends and the impact of short-term marketing efforts like events and promotions.

  With Matomo cohort reports you have the power to create complex custom reports for various cohorts and segments. 

  If you’re looking for a powerful, easy-to-use web analytics solution that gives you 100% accurate data without compromising your users’ privacy, Matomo is a great fit. Get started with a 21-day free trial today. No credit card required. 

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

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• Revision 34625 : un lien dans un lien, ca cree des liens

  21 janvier 2010, par cedric@… — Log

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