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• A Beginner’s Guide to Omnichannel Analytics

  14 avril 2024, par Erin

  Linear customer journeys are as obsolete as dial-up internet and floppy disks. As a marketing manager, you know better than anyone that customers interact with your brand hundreds of times across dozens of channels before purchasing. That can make tracking them a nightmare unless you build an omnichannel analytics solution. 

  Alas, if only it were that simple. 

  Unfortunately, it’s not enough to collect data on your customers’ complex journeys just by buying an omnichannel platform. You need to generate actionable insights by using marketing attribution to tie channels to conversions. 

  This article will explain how to build a useful omnichannel analytics solution that lets you understand and improve the customer journey.

  What is omnichannel analytics ?

  Omnichannel analytics collects and analyses customer data from every touchpoint and device. The goal is to collect all this omnichannel data in one place, creating a single, real-time, unified view of your customer’s journey.

  

  Unfortunately, most businesses haven’t achieved this yet. As Karen Lellouche Tordjman and Marco Bertini say :

  “Despite all the buzz around the concept of omnichannel, most companies still view customer journeys as a linear sequence of standardised touchpoints within a given channel. But the future of customer engagement transforms touchpoints from nodes along a predefined distribution path to full-blown portals that can serve as points of sale or pathways to many other digital and virtual interactions. They link to chatbots, kiosks, robo-advisors, and other tools that customers — especially younger ones — want to engage with.”

  However, doing so is more important than ever — especially when consumers have over 300 digital touchpoints, and the average number of touchpoints in the B2B buyer journey is 27.

  Not only that, but customers expect personalised experiences across every platform — that’s the kind you can only create when you have access to omnichannel data.

  

  What might omnichannel analytics look like in practice for an e-commerce store ?

  An online store would integrate data from channels like its website, mobile app, social media accounts, Google Ads and customer service records. This would show how customers find its brand, how they use each channel to interact with it and which channels convert the most customers. 

  This would allow the e-commerce store to tailor marketing channels to customers’ needs. For instance, they could focus social media use on product discovery and customer support. Google Ads campaigns could target the best-converting products. While all this is happening, the store could also ensure every channel looks the same and delivers the same experience. 

  What are the benefits of omnichannel analytics ?

  Why go to all the trouble of creating a comprehensive view of the customer’s experience ? Because you stand to gain some pretty significant benefits when implementing omnichannel analytics.

  

  Understand the customer journey

  You want to understand how your customers behave, right ? No other method will allow you to fully understand your customer journey the way omnichannel analytics does. 

  It doesn’t matter how customers engage with your brand — whether that’s your website, app, social media profiles or physical stores — omnichannel analytics capture every interaction.

  With this 360-degree view of your customers, it’s easy to understand how they move between channels, where they encounter issues and what bottlenecks prevent them from converting. 

  Deliver better personalisation

  We don’t have to tell you that personalisation matters. But do you know just how important it is ? Since 56% of customers will become repeat buyers after a personalised experience, delivering them as often as possible is critical. 

  Omnichannel analytics helps in your quest for personalisation by highlighting the individual preferences of customer segments. For example, e-commerce stores can use omnichannel analytics to understand how shoppers behave across different devices and tailor their offers accordingly. 

  Upgrade the customer experience

  Omnichannel analytics gives you the insights to improve every aspect of the customer experience. 

  For starters, you can ensure a consistent brand experience across all your top channels by making sure they look and behave the same.

  Then, you can use omnichannel insights to tailor each channel to your customers’ requirements. For example, most people interacting with your brand on social media may seek support. Knowing that you can create dedicated support accounts to assist users. 

  Improve marketing campaigns

  Which marketing campaigns or traffic sources convert the most customers ? How can you improve these campaigns ? Omnichannel analytics has the answers. 

  When you implement omnichannel analytics you automatically track the performance of every marketing channel by attributing each conversion to one or more traffic sources. This lets you see whether Google Ads bring in more customers than your SEO efforts. Or whether social media ads are the most profitable acquisition channel. 

  Armed with this information, you can improve your marketing efforts — either by focusing on your profitable channels or rectifying problems that stop less profitable channels from converting.

  What are the challenges of omnichannel analytics ?

  There are three challenges when implementing an omnichannel analytics solution :

  

  • Complex customer journeys : Customer journeys aren’t linear and can be incredibly difficult to track. 
  • Regulatory and privacy issues : When you start gathering customer data, you quickly come up against consumer privacy laws. 
  • No underlying goal : There has to be a reason to go to all this effort, but brands don’t always have goals in mind before they start. 

  You can’t do anything about the first challenge. 

  After all, your customer journey will almost never be linear. And isn’t the point of implementing an omnichannel solution to understand these complex journeys in the first place ? Once you set up omnichannel analytics, these journeys will be much easier to decipher. 

  As for the other two :

  Using the right software that respects user privacy and complies with all major privacy laws will avoid regulatory issues. Take Matomo, for instance. Our software was designed with privacy in mind and is configured to follow the strictest privacy laws, such as GDPR. 

  Tying omnichannel analytics to marketing attribution will solve the final challenge by giving your omnichannel efforts a goal. When you tie omnichannel analytics to your marketing efforts, you aren’t just getting a 360-degree view of your customer journey for the sake of it. You are getting that view to improve your marketing efforts and increase sales.

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  How to set up an omnichannel analytics solution

  Want to set up a seamless analytical environment that incorporates data from every possible source ? Follow these five steps :

  Choose one or more analytics providers

  You can use several tools to build an omnichannel analytics solution. These include web and app analytics tools, customer data platforms that centralise first-party data and business intelligence tools (typically used for visualisation). 

  Which tools you use will depend on your goals and your budget — the loftier your ambitions and the higher your budget, the more tools you can use. 

  Ideally, you should use as few tools as possible to capture your data. Most teams won’t need business intelligence platforms, for example. However, you may or may not need both an analytics platform and a customer data platform. Your decision will depend on how many channels your customers use and how well your analytics tool tracks everything.

  If it can capture web and app usage while integrating with third-party platforms like your back-end e-commerce platform, then it’s probably enough.

  Collect accurate data at every touchpoint 

  Your omnichannel analytics efforts hinge on the quantity and quality of data you can collect. You want to gather data from every touchpoint possible and store that data in as few places as possible. That’s why choosing as few tools as possible in the step above is so important. 

  So, where should you start ? Common data sources include :

  • Your website
  • Apps (iOS and Android)
  • Social media profiles
  • ERPs
  • PoS systems

  At the same time, make sure you’re tracking all relevant metrics. Revenue, customer engagement and conversion-focused metrics like conversion rate, dwell time, cart abandonment rate and churn rate are particularly important. 

  Set up marketing attribution

  Setting up marketing attribution (also known as multi-touch attribution) is essential to tie omnichannel data to business goals. It’s the only way to know exactly how valuable each marketing channel is and where each customer comes from. 

  You’ll want to use multi-touch attribution, given you have data from across the customer journey.

  

  Multi-touch attribution models can include (but are not limited to) :

  • Linear : where each touchpoint is given equal weighting
  • Time decay : where touchpoints are more valuable the nearer they are to conversion
  • Position-based : where the first and last touch points are more valuable than all the others. 

  You don’t have to use just one of the models above, however. One of the benefits of using a web analytics tool like Matomo is that you can choose between different attribution models and compare them.

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  Create reports that help you visualise data

  Dashboards are your friend here. They’ll let you see KPIs at a glance, allowing you to keep track of day-to-day changes in your customer journey. Ideally, you’ll want a platform that lets you customise dashboard widgets so only relevant KPIs are shown. 

  

  Setting up standard and custom reports is also important. Custom reports allow you to choose metrics and dimensions that align with your goals. They will also allow you to present your data most meaningfully to your team, increasing the likelihood they act upon insights. 

  Analyse data and take action

  Now that you have customer journey data at your fingertips, it’s time to analyse it. After all, there’s no point in implementing an omnichannel analytics solution if you aren’t going to take action. 

  If you’re unsure where to start, re-read the benefits we listed at the start of this article. You could use your omnichannel insights to improve your marketing campaigns by doubling down on the channels that bring in the best customers.

  Or you could identify (and fix) bottlenecks in the customer journey so customers are less likely to fall out of your funnel between certain channels. 

  Just make sure you take action based on your data alone.

  Make the most of omnichannel analytics with Matomo

  A comprehensive web and app analytics platform is vital to any omnichannel analytics strategy. 

  But not just any solution will do. When privacy regulations impede an omnichannel analytics solution, you need a platform to capture accurate data without breaking privacy laws or your users’ trust. 

  That’s where Matomo comes in. Our privacy-friendly web analytics platform ensures accurate tracking of web traffic while keeping you compliant with even the strictest regulations. Moreover, our range of APIs and SDKs makes it easy to track interactions from all your digital products (website, apps, e-commerce back-ends, etc.) in one place. 

  Try Matomo for free for 21 days. No credit card required.

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• Attribution Tracking (What It Is and How It Works)

  23 février 2024, par Erin

  Facebook, TikTok, Google, email, display ads — which one is best to grow your business ? There’s one proven way to figure it out : attribution tracking.

  Marketing attribution allows you to see which channels are producing the best results for your marketing campaigns.

  In this guide, we’ll show you what attribution tracking is, why it’s important and how you can leverage it to accelerate your marketing success.

  What is attribution tracking ?

  By 2026, the global digital marketing industry is projected to reach $786.2 billion.

  With nearly three-quarters of a trillion U.S. dollars being poured into digital marketing every year, there’s no doubt it dominates traditional marketing.

  The question is, though, how do you know which digital channels to use ?

  By measuring your marketing efforts with attribution tracking.

  

  So, what is attribution tracking ?

  Attribution tracking is where you use software to keep track of different channels and campaign efforts to determine which channel you should attribute conversion to.

  In other words, you can (and should) use attribution tracking to analyse which channels are pushing the needle and which ones aren’t.

  By tracking your marketing efforts, you’ll be able to accurately measure the scale of impact each of your channels, campaigns and touchpoints have on a customer’s purchasing decision.

  If you don’t track your attribution, you’ll end up blindly pouring time, money, and effort into activities that may or may not be helpful.

  Attribution tracking simply gives you insight into what you’re doing right as a marketer — and what you’re doing wrong.

  By understanding which efforts and channels are driving conversions and revenue, you’ll be able to properly allocate resources toward winning channels to double down on growth.

  Matomo lets you track attribution across various channels. Whether you’re looking to track your conversions through organic, referral websites, campaigns, direct traffic, or social media, you can see all your conversions in one place.

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  Why attribution tracking is important

  Attribution tracking is crucial to succeed with your marketing since it shows you your most valuable channels.

  It takes the guesswork out of your efforts.

  You don’t need to scratch your head wondering what made your campaigns a success (or a failure).

  While most tools show you last click attribution by default, using attribution tracking, or marketing attribution, you can track revenue and conversions for each touchpoint.

  For example, a Facebook ad might have no led to a conversion immediately. But, maybe the visitor returned to your website two weeks later through your email campaign. Attribution tracking will give credit over longer periods of time to see the bigger picture of how your marketing channels are impacting your overall performance.

  Here are five reasons you need to be using attribution tracking in your business today :

  

  1. Measure channel performance

  The most obvious way attribution tracking helps is to show you how well each channel performs.

  When you’re using a variety of marketing channels to reach your audience, you have to know what’s actually doing well (and what’s not).

  This means having clarity on the performance of your :

  • Emails
  • Google Ads
  • Facebook Ads
  • Social media marketing
  • Search engine optimisation (SEO)
  • And more

  Attribution tracking allows you to measure each channel’s ROI and identify how much each channel impacted your campaigns.

  It gives you a more accurate picture of the performance of each channel and each campaign.

  With it, you can easily break down your channels by how much they drove sales, conversions, signups, or other actions.

  With this information, you can then understand where to further allocate your resources to fuel growth.

  2. See campaign performance over longer periods of time

  When you start tracking your channel performance with attribution tracking, you’ll gain new insights into how well your channels and campaigns are performing.

  The best part — you don’t just get to see recent performance.

  You get to track your campaign results over weeks or months.

  For example, if someone found you through Google by searching a question that your blog had an answer to, but they didn’t convert, your traditional tracking strategy would discount SEO.

  But, if that same person clicked a TikTok ad you placed three weeks later, came back, and converted — SEO would receive some attribution on the conversion.

  Using an attribution tracking tool like Matomo can help paint a holistic view of how your marketing is really doing from channel to channel over the long run.

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  3. Increase revenue

  Attribution tracking has one incredible benefit for marketers : optimised marketing spend.

  When you begin looking at how well your campaigns and your channels are performing, you’ll start to see what’s working.

  Attribution tracking gives you clarity into the performance of campaigns since it’s not just looking at the first time someone clicks through to your site. It’s looking at every touchpoint a customer made along the way to a conversion.

  By understanding what channels are most effective, you can pour more resources like time, money and labour into those effective channels.

  By doubling down on the winning channels, you’ll be able to grow like never before.

  Rather than trying to “diversify” your marketing efforts, lean into what’s working.

  This is one of the key strategies of an effective marketer to maximise your campaign returns and experience long-term success in terms of revenue.

  4. Improve profit margins

  The final benefit to attribution tracking is simple : you’ll earn more profit.

  Think about it this way : let’s say you’re putting 50% of your marketing spend into Facebook ads and 50% of your spend into email marketing.

  You do this for one year, allocating $500,000 to Facebook and $500,000 to email.

  Then, you start tracking attribution.

  You find that your Facebook ads are generating $900,000 in revenue. 

  That’s a 1,800% return on your investment.

  Not bad, right ?

  Well, after tracking your attribution, you see what your email revenue is.

  In the past year, you generated $1.7 million in email revenue.

  That’s a 3,400% return on your investment (close to the average return of email marketing across all industries).

  In this scenario, you can see that you’re getting nearly twice as much of a return on your marketing spend with email.

  So, the following year, you decide to go for a 75/25 split.

  Instead of putting $500,000 into both email and Facebook ads and email, you put $750,000 into email and $250,000 into Facebook ads.

  You’re still diversifying, but you’re doubling down on what’s working best.

  The result is that you’ll be able to get more revenue by investing the same amount of money, leaving you with higher profit margins.

  Different types of marketing attribution tracking

  There are several types of attribution tracking models in marketing.

  Depending on your goals, your business and your preferred method, there are a variety of types of attribution tracking you can use.

  Here are the six main types of attribution tracking :

  

  1. Last interaction

  Last interaction attribution model is also called “last touch.”

  It’s one of the most common types of attribution. The way it works is to give 100% of the credit to the final channel a customer interacted with before they converted into a customer.

  This could be through a paid ad, direct traffic, or organic search.

  One potential drawback of last interaction is that it doesn’t factor in other channels that may have assisted in the conversion. However, this model can work really well depending on the business.

  2. First interaction

  This is the opposite of the previous model.

  First interaction, or “first touch,” is all about the first interaction a customer has with your brand.

  It gives 100% of the credit to the channel (i.e. a link clicked from a social media post). And it doesn’t report or attribute anything else to another channel that someone may have interacted with in your marketing mix.

  For example, it won’t attribute the conversion or revenue if the visitor then clicked on an Instagram ad and converted. All credit would be given to the first touch which in this case would be the social media post. 

  The first interaction is a good model to use at the top of your funnel to help establish which channels are bringing leads in from outside your audience.

  3. Last non-direct

  Another model is called the last non-direct attribution model. 

  This model seeks to exclude direct traffic and assigns 100% credit for a conversion to the final channel a customer interacted with before becoming a customer, excluding clicks from direct traffic.

  For instance, if someone first comes to your website from an emai campaignl, and then, a week later, directly visits and buys a product, the email campaign gets all the credit for the sale.

  This attribution model tells a bit more about the whole sales process, shedding some more light on what other channels may have influenced the purchase decision.

  4. Linear

  Another common attribution model is linear.

  This model distributes completely equal credit across every single touchpoint (that’s tracked). 

  Imagine someone comes to your website in different ways : first, they find it through a Google search, then they click a link in an email from your campaign the next day, followed by visiting from a Facebook post a few days later, and finally, a week later, they come from a TikTok ad. 

  Here’s how the attribution is divided among these sources :

  • 25% Organic
  • 25% Email
  • 25% Facebook
  • 25% TikTok ad

  This attirubtion model provides a balanced perspective on the contribution of various sources to a user’s journey on your website.

  5. Position-based

  Position-based attribution is when you give 40% credit to both the first and last touchpoints and 20% credit is spread between the touchpoints in between.

  This model is preferred if you want to identify the initial touchpoint that kickstarted a conversion journey and the final touchpoint that sealed the deal.

  The downside is that you don’t gain much insight into the middle of the customer journey, which can make it hard to make effective decisions.

  For example, someone may have been interacting with your email newsletter for seven weeks, which allowed them to be nurtured and build a relationship with you.

  But that relationship and trust-building effort will be overlooked by the blog post that brought them in and the social media ad that eventually converted them.

  6. Time decay

  The final attribution model is called time decay attribution.

  This is all about giving credit based on the timing of the interactions someone had with your brand.

  For example, the touchpoints that just preceded the sale get the highest score, while the first touchpoints get the lowest score.

  For example, let’s use that scenario from above with the linear model :

  • 25% SEO
  • 25% Email
  • 25% Facebook ad
  • 25% Organic TikTok

  But, instead of splitting credit by 25% to each channel, you weigh the ones closer to the sale with more credit.

  Instead, time decay may look at these same channels like this :

  • 5% SEO (6 weeks ago)
  • 20% Email (3 weeks ago)
  • 30% Facebook ad (1 week ago)
  • 45% Organic TikTok (2 days ago)

  One downside is that it underestimates brand awareness campaigns. And, if you have longer sales cycles, it also isn’t the most accurate, as mid-stage nurturing and relationship building are underlooked. 

  Leverage Matomo : A marketing attribution tool

  Attribution tracking is a crucial part of leading an effective marketing strategy.

  But it’s impossible to do this without the right tools.

  A marketing attribution tool can give you insights into your best-performing channels automatically. 

  

  One of the best marketing attribution tools available is Matomo, a web analytics tool that helps you understand what’s going on with your website and different channels in one easy-to-use dashboard.

  With Matomo, you get marketing attribution as a plug-in or within Matomo On-Premise or for free in Matomo Cloud.

  The best part is it’s all done with crystal-clear data. Matomo gives you 100% accurate data since it doesn’t use data sampling on any plans like Google Analytics.

  To start tracking attribution today, try Matomo’s 21-day free trial. No credit card required.

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• How to Conduct a Customer Journey Analysis (Step-by-Step)

  9 mai 2024, par Erin

  Your customers are everything.

  Treat them right, and you can generate recurring revenue for years. Treat them wrong ; you’ll be spinning your wheels and dealing with churn.

  How do you give your customers the best experience possible so they want to stick around ?

  Improve their customer experience.

  How ?

  By conducting a customer journey analysis.

  When you know how your customers experience your business, you can improve it to meet and exceed customer expectations.

  In this guide, we’ll break down how the customer journey works and give you a step-by-step guide to conduct a thorough customer journey analysis so you can grow your brand.

  What is a customer journey analysis ?

  Every customer you’ve ever served went on a journey to find you.

  From the moment they first heard of you, to the point that they became a customer. 

  Everything in between is the customer journey.

  A customer journey analysis is how you track and analyse how your customers use different channels to interact with your brand.

  

  Analysing your customer journey involves identifying the customer’s different touchpoints with your business so you can understand how it impacts their experience. 

  This means looking at every moment they interacted with your brand before, during and after a sale to help you gain actionable insights into their experience and improve it to reach your business objectives.

  Your customers go through specific customer touchpoints you can track. By analysing this customer journey from a bird’s eye view, you can get a clear picture of the entire customer experience.

  4 benefits of customer journey analysis

  Before we dive into the different steps involved in a customer journey analysis, let’s talk about why it’s vital to analyse the customer journey.

  By regularly analysing your customer journey, you’ll be able to improve the entire customer experience with practical insights, allowing you to :

  Understand your customers better

  What’s one key trait all successful businesses have ?

  They understand their customers.

  By analysing your customer journey regularly, you’ll gain new insights into their wants, needs, desires and behaviours, allowing you to serve them better. These insights will show you what led them to buy a product (or not).

  For example, through conducting a customer journey analysis, a company might find out that customers who come from LinkedIn are more likely to buy than those coming from Facebook.

  Find flaws in your customer journey

  Nobody wants to hear they have flaws. But the reality is your customer journey likely has a few flaws you could improve.

  By conducting customer journey analysis consistently, you’ll be able to pinpoint precisely where you’re losing prospects along the way. 

  For example, you may discover you’re losing customers through Facebook Ads. Or you may find your email strategy isn’t as good as it used to be.

  But it’s not just about the channel. It could be a transition between two channels. For example, you may have great engagement on Instagram but are not converting them into email subscribers. The issue may be that your transition between the two channels has a leak.

  Or you may find that prospects using certain devices (i.e., mobile, tablet, desktop) have lower conversions. This might be due to design and formatting issues across different devices.

  By looking closely at your customer journey and the different customer touchpoints, you’ll see issues preventing prospects from turning into leads or customers from returning to buy again as loyal customers.

  Gain insights into how you can improve your brand

  Your customer journey analysis won’t leave you with a list of problems. Instead, you’ll have a list of opportunities.

  Since you’ll be able to better understand your customers and where they’re falling off the sales funnel, you’ll have new insights into how you can improve the experience and grow your brand.

  For example, maybe you notice that your visitors are getting stuck at one stage of the customer journey and you’re trying to find out why.

  So, you leverage Matomo’s heatmaps, sessions recordings and scroll depth to find out more.

  In the case below, we can see that Matomo’s scroll map is showing that only 65% of the visitors are reaching the main call to action (to write a review). 

  

  To try to push for higher conversions and get more reviews, we could consider moving that button higher up on the page, ideally above the fold.

  Rather than guessing what’s preventing conversions, you can use user behaviour analytics to “step in our user’s shoes” so you can optimise faster and with confidence.

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  Grow your revenue

  By taking charge of your customer journey, you can implement different strategies that will help you increase your reach, gain more prospects, convert more prospects into customers and turn regulars into loyal customers.

  Using customer journey analysis will help you optimise those different touchpoints to maximise the ROI of your channels and get the most out of each marketing activity you implement.

  7 steps to conduct a customer journey analysis

  Now that you know the importance of conducting a customer journey analysis regularly, let’s dive into how to implement an analysis.

  Here are the seven steps you can take to analyse the customer journey to improve your customer experience :

  

  1. Map out your customer journey

  Your first step to conducting an effective customer journey analysis is to map your entire customer journey.

  Customer journey mapping means looking at several factors :

  • Buying process
  • Customer actions
  • Buying emotions
  • Buying pain points
  • Solutions

  Once you have an overview of your customer journey maps, you’ll gain insights into your customers, their interests and how they interact with your brand. 

  After this, it’s time to dive into the touchpoints.

  2. Identify all the customer touchpoints 

  To improve your customer journey, you need to know every touchpoint a customer can (and does) make with your brand.

  This means taking note of every single channel and medium they use to communicate with your brand :

  • Website
  • Social media
  • Search engines (SEO)
  • Email marketing
  • Paid advertising
  • And more

  Essentially, anywhere you communicate and interact with your customers is fair game to analyse.

  If you want to analyse your entire sales funnel, you can try Matomo, a privacy-friendly web analytics tool. 

  You should make sure to split up your touchpoints into different customer journey stages :

  • Awareness
  • Consideration
  • Conversion
  • Advocacy

  Then, it’s time to move on to how customers interact on these channels.

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  3. Measure how customers interact on each channel

  To understand the customer journey, you can’t just know where your customers interact with you. You end up learning how they’re interacting.

  This is only possible by measuring customer interactions.

  How ?

  By using a web analytics tool like Matomo.

  With Matomo, you can track every customer action on your website.

  This means anytime they :

  • Visit your website
  • View a web page
  • Click a link
  • Fill out a form
  • Purchase a product
  • View different media
  • And more

  You should analyse your engagement on your website, apps and other channels, like email and social media.

  4. Implement marketing attribution

  Now that you know where your customers are and how they interact, it’s time to analyse the effectiveness of each channel based on your conversion rates.

  Implementing marketing attribution (or multi-touch attribution) is a great way to do this.

  Attribution is how you determine which channels led to a conversion.

  While single-touch attribution models credit one channel for a conversion, marketing attribution gives credit to a few channels.

  For example, let’s say Bob is looking for a new bank. He sees an Instagram post and finds himself on HSBC’s website. After looking at a few web pages, he attends a webinar hosted by HSBC on financial planning and investment strategies. One week later, he gets an email from HSBC following up on the webinar. Then, he decides to sign up for HSBC’s online banking.

  Single touch attribution would attribute 100% of the conversion to email, which doesn’t show the whole picture. Marketing attribution would credit all channels : social media, website content, webinars and email.

  Matomo offers multiple attribution models. These models leverage different weighting factors, like time decay or linear, so that you can allocate credit to each touchpoint based on its impact.

  Matomo’s multi-touch attribution reports give you in-depth insights into how revenue is distributed across different channels. These detailed reports help you analyse each channel’s contribution to revenue generation so you can optimise the customer journey and improve business outcomes.

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  5. Use a funnels report to find where visitors are leaving

  Once you set up your marketing attribution, it’s time to analyse where visitors are falling off.

  You can leverage Matomo funnels to find out the conversion rate at each step of the journey on your website. Funnel reports can help you see exactly where visitors are falling through the cracks so you can increase conversions.

  6. Analyse why visitors aren’t converting

  Once you can see where visitors are leaving, you can start to understand why.

  For example, let’s say you analyse your funnels report in Matomo and see your landing page is experiencing the highest level of drop-offs.

  

  You can also use form analytics to find out why users aren’t converting on your landing pages – a crucial part of the customer journey.

  7. A/B test to improve the customer journey

  The final step to improve your customer journey is to conduct A/B tests. These are tests where you test one version of a landing page to see which one converts better, drives more traffic, or generates more revenue.

  For example, you could create two versions of a header on your website and drive 50% of your traffic to each version. Then, once you’ve got your winner, you can keep that as your new landing page.

  

  Using the data from your A/B tests, you can optimise your customer journey to help convert more prospects into customers.

  Use Matomo to improve your customer journey analysis

  Now that you understand why it’s important to conduct customer journey analysis regularly and how it works, it’s time to put this into practice.

  To improve the customer journey, you need to understand what’s happening at each stage of your funnel. 

  Matomo gives you insights into your customer journey so you can improve website performance and convert more visitors into customers.

  Used by over 1 million websites, Matomo is the leading privacy-friendly web analytics solution in the world. 

  Matomo provides you with accurate, unsampled data so you understand exactly what’s going on with your website performance.

  The best part ?

  It’s easy to use and is compliant with the strictest privacy regulations.

  Try Matomo free for 21-days and start Improving your customer journey. No credit card required.

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