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• 9 Form Optimisation Tips to Convert More Visitors

  15 février 2024, par Erin

  Forms might seem boring — that is, until you realise how powerful they are.

  No forms mean no leads.

  No leads mean no sales.

  No sales means you’ll run out of business.

  So, what do you do ?

  Optimise forms to land more leads.

  They’re a critical part of the sales funnel.

  Forms have many different purposes and can be used to :

  • Contact a company
  • Sign up for a newsletter
  • Request a demo
  • Start a free trial
  • And more

  If you want to get more leads (and ultimately more sales), then you need to optimise your forms.

  This guide will show you exactly how to do that (so you can start getting more conversions today). 

  What is form optimisation ?

  Before we dive into form optimisation, let’s back up a bit.

  Form conversion is our primary focus.

  Your form conversion rate is the percentage of visitors who submit a form divided by the total number of visitors who started the form times one hundred.

  For example, if 5,000 people started filling out your form this month and 350 submitted the form, the conversion rate would be : 

  350 / 5,000 x 100 = 7%

  So, what’s form optimisation ?

  

  It’s simply improving your forms to increase conversion rates.

  For most people, form conversion is all about increasing leads.

  Before you begin optimising your forms, it’s important you understand what’s good (and what’s not good) when it comes to form conversions.

  The average form conversion rate across all industries is 2.9%.

  This means you should expect about 3 out of every 100 visitors who start your form to submit it.

  If your form conversion is lower — or hovering around this number — then it’s important to start optimising now.

  With Matomo, you can track your form conversions with Matomo Form Analytics. Gain powerful insights into how your visitors interact with your forms with our intuitive dashboard.

  Why it’s important to optimise your forms

  Most people hear the word “forms” and think it’s boring.

  But forms are the doorway to leads.

  If you want to generate more sales, then you need to generate great forms.

  Here are five reasons you need to optimise your forms today :

  

  1. Improve conversions

  Form optimisation is really just conversion optimisation.

  But, instead of optimising and improving your site to directly improve sales conversions, you’re increasing lead conversions.

  Every smart website owner uses forms to draw people in further.

  The reality is that most of your website visitors will never return to your site.

  This means you need to do everything you can to grab their contact information so you can continue marketing to them day in and day out.

  Otherwise, you’ll lose them forever.

  When you know how to optimise your forms, you’ll be able to get a higher percentage of form viewers to fill it out.

  Higher conversions mean you get more leads, more customers, and ultimately more revenue.

  2. Capture more leads

  When you can increase your form conversion rate from 1% to 2%, it may seem insignificant.

  What’s a measly percentage point in conversions ?

  It’s a lot.

  When you’re dealing with traffic in the tens or hundreds of thousands each month, an increase in conversion rate by a whole percentile is massive.

  Let’s say you take your conversion rate from 2% to 3% on your form, and you have 70,000 visitors view the form each month.

  Well, if 1,400 people used to sign up to your email list each month at a 2% conversion rate, then at a 3% conversion rate, you’d get 2,100 new email signups every month.

  That’s a major difference.

  When you can improve your signup forms, you improve your lead generation (which is conversion rate optimisation). And the more leads you have, the more sales you’ll make in the long run.

  3. Get the most out of your traffic

  If your forms don’t perform well, then you’re wasting your time (and your traffic).

  By analysing your form data, you can quickly see what’s working and what’s not so you can optimise and improve the user experience (and your forms).

  For most people, this means getting more form viewers to fill out the form with their email and name.

  If 50,000 people visit your site each month, but only 1% of them fill out your form, you’re only getting 500 email signups per month.

  Rather than paying money to generate more traffic, why not just work on improving your website by implementing a better form ?

  If you can increase your form conversion rate to 2%, you will immediately go from 500 new subscribers per month to 1,000 per month.

  4. Spend less on acquisition

  If you’re able to get more form signups without having to generate more traffic, you just solved a pricey problem : acquisition costs.

  If you can now get 1,000 of your 50,000 visitors to sign up to your email list through a better form, then you doubled your signups.

  But that’s not all. You just cut your acquisition costs in half.

  If you spend $2,000 per month on acquisition but you’re able to get twice as many leads, then your acquisition costs are at 50% of what they used to be.

  This means you can pay the same amount but get twice as many leads.

  Or, you can pour even more money into acquisition since it’s now twice as effective so you can fuel growth even more.

  5. Grow revenue

  Forms generate revenue. It may not be direct (although, in some cases, it is). 

  But, forms will lead to sales.

  By placing optimised forms throughout your website at the right places, you will be able to capture a percentage of your visitors as leads, which means you’ll eventually make more sales.

  13 tips to optimise your forms for more conversions

  Now that you know what forms can do and why they’re important to grow your business, it’s time to dive into the best practices.

  Follow these 13 tips to ensure you’re getting the most out of your forms :

  

  1. Set form goals

  Your forms are hopeless without a goal.

  Before you set up a form on your website, ask yourself, “What am I trying to accomplish with this form ?”

  It could be :

  • Encouraging customers to reach out through a contact form
  • To get visitors to leave feedback on your product/service
  • Convert visitors into leads by giving you their email

  No matter what your goal is, make sure you’re clear on it ; otherwise, you won’t be as targeted and specific with your forms.

  Matomo Goals helps you set specific objectives for your marketing campaigns so you’re able to easily track conversions. Whether you’re looking to capture feedback or generate leads, you can leverage Matomo to see what’s working and what’s not in seconds.

  2. Remove or improve fields with high average time spent and high drop-off rates

  Delving into your Form Analytics provides invaluable insights into individual field performance. A crucial metric to focus on is the Average Time Spent. 

  If a field stands out with a significantly higher average time spent and experiences a high drop-off rate compared to others in the form, it’s a clear indicator that it’s causing frustration or confusion for your visitors.

  To address this, consider improving the field by converting it into a dropdown menu for easier completion or providing helpful text prompts. Alternatively, if the field isn’t essential, you might opt to remove it altogether.

  When you cut down on time spent and drop-offs, you’ll see your conversion rates go up.

  

  Here’s a standout example from Matomo’s Form Analytics feature : the “Overview of your needs” field is taking on average 1 minute and 37 seconds to complete. 

  To streamline this, we might want to consider a simple fix like converting it into a dropdown menu. This change would offer visitors a clearer and quicker way to select from options.

  

  Likewise, we observe that the “Overview of your needs” field experiences the highest drop-off rate, totaling 1,732 drop-offs. 

  With Form Analytics, it becomes clear what is needed to optimise forms and increase conversions.

  Try Matomo for Free

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

  Start for free

  No credit card required

  3. Start with the CTA

  When crafting and optimising your forms, you need to start with the end in mind. That’s why you need to start with your business goals.

  What are you trying to do with this form ? If you want to capture more emails, then make sure that’s very clear with the call to action (CTA).

  Start building your form by beginning with the CTA.

  For example : “Sign Up Now.”

  Once you have the action you want your potential customers to take, place it on the form. Then, you can work towards crafting the rest of the form.

  4. Put it above the fold

  If your visitors can’t find your form, they won’t fill it out. It’s plain and simple.

  You need to make sure your form is visible above the fold. This is the part of the screen that’s visible to your visitors once they land on your site (without needing to scroll down).

  Always remember to test this out on both desktop and mobile to ensure anyone (using laptops or a mobile device) will see your form upon landing on your site or page.

  Don’t forget about your mobile users. More people view mobile forms than desktop forms. 

  5. Put a CTA in the headline

  Your form needs to be clear.

  You have 1-3 seconds to communicate with your site visitors what your form is all about.

  For example, if you’re trying to get email signups with a lead magnet, then tell them the benefit quickly and concisely with a CTA in the headline, like this one :

  “Subscribe to Save 10% On Your Next Order”

  This is a great example of a headline-CTA combo that tells the visitor what to do and what they get out of it.

  Matomo’s behaviour analytics features like Session Recordings let you see where visitors are clicking and spending time. For example, if people are reading the headline, but not scrolling down to read the form, it’s probably a sign you need to test a different headline.

  6. Ensure you have the right fields

  Your form fields matter.

  What information are you trying to capture from your audience ?

  One beginner mistake people make is requiring too much information and including many fields in a form.

  You want to get as much data on your audience as possible, right ? Wrong.

  If you ask for too much information, people won’t fill it out, and it will harm the user experience. You need to make it super easy.

  If you want more emails to grow your list, then stick with someone’s email (and possibly their name as well). One line for a name. One line for an email address. Keep it simple.

  If you’re after SMS as well, don’t include it on the form. Instead, create a two-step form that pops up an SMS form after someone fills out the email form.

  Multi-step forms enable you to capture those emails easily (and still get a percentage to fill out the second form) without making it seem like too much work for your audience.

  Another path is to include optional fields (that users don’t have to fill out to click submit).

  Just keep in mind that shorter forms perform better than longer ones.

  If you make them too long, it feels like work for the user and will lead to lower completion rates.

  7. Always capture email address

  If you’re unsure of what information to capture (i.e. name, number, email, occupation, age, etc.), always stick to email.

  Email is used by over 4 billion people every single day, and it’s not going away anytime soon.

  When determining which fields to include, start with email.

  

  8. Test different buttons and copy

  You need to track your form performance if you want to get the best conversions.

  One of the best form elements to start testing is your button copy.

  In most cases, form completion buttons will have the word “submit” on them.

  But you don’t have to stick with this word.

  You can (and should) experiment with different submit button copy.

  Here are a few examples of replacement words for your action button :

  • Complete
  • Sign Up
  • Join now
  • Get started

  Remember to experiment with your action button. Try a different copy. Just keep it short.

  You can also try A/B testing your form by experimenting with different colours, copy, and more.

  

  In the example above from Matomo’s A/B testing feature, we found that changing the wording of our call to action made a big difference. The new “Apply Now” button performed much better, with a 3.6% conversion rate compared to just 1.7% for the original one.

  Try Matomo for Free

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

  Start for free

  No credit card required

  9. Test static vs. popup

  There are various types of online forms.

  The most common is the static form that just sits in one place and is always there.

  Another popular form type is the popup.

  This is where a form will appear based on a certain trigger like :

  • A certain amount of time on page
  • A certain distance scrolling down the page
  • If someone is a new or returning visitor

  Depending on the form software you use, you may be able to add conditional logic.

  Start tracking your form conversions

  Form optimisation is all about conversion rate optimisation.

  If you want to increase your conversions and generate more revenue, then you need to test out different forms and know how to optimise them.

  With Matomo, you can easily track, manage, and A/B test your forms so you can improve your conversions. 

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

  Try Matomo for Free

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• How to fix out of bounds error in to_soundarray in moviepy ?

  16 décembre 2019, par Rad0n

  The code works with the default youtube_dl name but not outtmpl name that I put in ydl_opts

  the solution given here - https://www.reddit.com/r/moviepy/comments/dwc27w/to_sound_array_issue/
  doesnt seem to work

  here is the code -

  import numpy as np
  
  import matplotlib.pyplot as plt
  
  %matplotlib inline
  
  import moviepy.editor as mpy
  
  !pip install youtube_dl
  
  import youtube_dl
  
  
  
  
  
  url = 'https://www.youtube.com/watch?v=5pIpVK3Gecg' 
  
  start_ts = 170
  
  end_ts = 180
  
  
  
  ydl_opts = {
  
    'format': 'bestaudio/best',
  
    'postprocessors': [{
  
        'key': 'FFmpegExtractAudio',
  
        'preferredcodec': 'wav',
  
        'preferredquality': '192',
  
    }],
  
    'outtmpl': 'original.wav',
  
  
  
  }
  
  
  
  with youtube_dl.YoutubeDL(ydl_opts) as ydl:
  
    ydl.download([url])
  
  
  
  
  
  from moviepy.video.io.ffmpeg_tools import ffmpeg_extract_subclip
  
  
  
  ffmpeg_extract_subclip('original.wav' ,170, 180, targetname='clipped.wav')
  
  
  
  talk = mpy.AudioFileClip('clipped.wav')
  
  
  
  
  
  plt.axis('off')
  
  
  
  sample_rate = talk.fps
  
  
  
  NFFT = sample_rate /25
  
  audio_data = talk.to_soundarray()
  
  
  
  fig, ax = plt.subplots(nrows=1, ncols=1, figsize=(2.44, 2.44), dpi=100.)
  
  
  
  ax.axis('off')
  
  spectrum, freqs, time, im = ax.specgram(audio_data.mean(axis=1), NFFT=NFFT, pad_to=4096, Fs=sample_rate, 
  
                                          noverlap=512, mode='magnitude', )

  and here is the error -

  [youtube] 5pIpVK3Gecg: Downloading webpage
  
  [youtube] 5pIpVK3Gecg: Downloading video info webpage
  
  [download] original.wav has already been downloaded
  
  [download] 100% of 48.12MiB
  
  [ffmpeg] Correcting container in "original.wav"
  
  [ffmpeg] Post-process file original.wav exists, skipping
  
  
  
  [MoviePy] Running:
  
  >>> /root/.imageio/ffmpeg/ffmpeg-linux64-v3.3.1 -y -i original.wav -ss 170.00 -t 10.00 -vcodec copy -acodec copy clipped.wav
  
  ... command successful.
  
  
  
  ---------------------------------------------------------------------------
  
  
  
  IndexError                                Traceback (most recent call last)
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/audio/io/readers.py in get_frame(self, tt)
  
      189                     indices = indices - (self.buffersize // 2 - len(self.buffer) + 1)
  
  --> 190                 result[in_time] = self.buffer[indices]
  
      191                 return result
  
  
  
  IndexError: index -59041 is out of bounds for axis 0 with size 40960
  
  
  
  
  
  During handling of the above exception, another exception occurred:
  
  
  
  IndexError                                Traceback (most recent call last)
  
  
  
  10 frames
  
  
  
   in <module>()
  
       30 
  
       31 NFFT = sample_rate /25
  
  ---> 32 audio_data = talk.to_soundarray()
  
       33 
  
       34 fig, ax = plt.subplots(nrows=1, ncols=1, figsize=(2.44, 2.44), dpi=100.)
  
  
  
  local/lib/python3.6/dist-packages/decorator.py:decorator-gen-194> in to_soundarray(self, tt, fps, quantize, nbytes, buffersize)
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/decorators.py in requires_duration(f, clip, *a, **k)
  
       52         raise ValueError("Attribute 'duration' not set")
  
       53     else:
  
  ---> 54         return f(clip, *a, **k)
  
       55 
  
       56 
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/audio/AudioClip.py in to_soundarray(self, tt, fps, quantize, nbytes, buffersize)
  
      115             if self.duration > max_duration:
  
      116                 return stacker(self.iter_chunks(fps=fps, quantize=quantize,
  
  --> 117                                                 nbytes=2, chunksize=buffersize))
  
      118             else:
  
      119                 tt = np.arange(0, self.duration, 1.0/fps)
  
  
  
  &lt;__array_function__ internals> in vstack(*args, **kwargs)
  
  
  
  /usr/local/lib/python3.6/dist-packages/numpy/core/shape_base.py in vstack(tup)
  
      277         # raise warning if necessary
  
      278         _arrays_for_stack_dispatcher(tup, stacklevel=2)
  
  --> 279     arrs = atleast_2d(*tup)
  
      280     if not isinstance(arrs, list):
  
      281         arrs = [arrs]
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/audio/AudioClip.py in generator()
  
       82                 tt = (1.0/fps)*np.arange(pospos[i], pospos[i+1])
  
       83                 yield self.to_soundarray(tt, nbytes=nbytes, quantize=quantize,
  
  ---> 84                                          fps=fps, buffersize=chunksize)
  
       85 
  
       86         if progress_bar:
  
  
  
  local/lib/python3.6/dist-packages/decorator.py:decorator-gen-194> in to_soundarray(self, tt, fps, quantize, nbytes, buffersize)
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/decorators.py in requires_duration(f, clip, *a, **k)
  
       52         raise ValueError("Attribute 'duration' not set")
  
       53     else:
  
  ---> 54         return f(clip, *a, **k)
  
       55 
  
       56 
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/audio/AudioClip.py in to_soundarray(self, tt, fps, quantize, nbytes, buffersize)
  
      128         #print tt.max() - tt.min(), tt.min(), tt.max()
  
      129 
  
  --> 130         snd_array = self.get_frame(tt)
  
      131 
  
      132         if quantize:
  
  
  
  local/lib/python3.6/dist-packages/decorator.py:decorator-gen-132> in get_frame(self, t)
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/decorators.py in wrapper(f, *a, **kw)
  
       87         new_kw = {k: fun(v) if k in varnames else v
  
       88                  for (k,v) in kw.items()}
  
  ---> 89         return f(*new_a, **new_kw)
  
       90     return decorator.decorator(wrapper)
  
       91 
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/Clip.py in get_frame(self, t)
  
       92                 return frame
  
       93         else:
  
  ---> 94             return self.make_frame(t)
  
       95 
  
       96     def fl(self, fun, apply_to=None, keep_duration=True):
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/audio/io/AudioFileClip.py in <lambda>(t)
  
       76         self.buffersize = self.reader.buffersize
  
       77 
  
  ---> 78         self.make_frame = lambda t: self.reader.get_frame(t)
  
       79         self.nchannels = self.reader.nchannels
  
       80 
  
  
  
  /usr/local/lib/python3.6/dist-packages/moviepy/audio/io/readers.py in get_frame(self, tt)
  
      200                 # repeat the last frame instead
  
      201                 indices[indices>=len(self.buffer)] = len(self.buffer) -1
  
  --> 202                 result[in_time] = self.buffer[indices]
  
      203                 return result
  
      204 
  
  
  
  IndexError: index -59041 is out of bounds for axis 0 with size 40960
  
  
  
  </lambda></module>

  it seems to work when I don’t set outtmpl option in ydl_opts and manually enter the name that ydl auto assigns to ffmpeg_extract_subclip

  import matplotlib.pyplot as plt
  
  %matplotlib inline
  
  import moviepy.editor as mpy
  
  !pip install youtube_dl
  
  import youtube_dl
  
  
  
  ydl_opts = {
  
      'format': 'bestaudio/best',
  
      'postprocessors': [{
  
          'key': 'FFmpegExtractAudio',
  
          'preferredcodec': 'wav',
  
          'preferredquality': '192',
  
      }],
  
  }
  
  with youtube_dl.YoutubeDL(ydl_opts) as ydl:
  
      ydl.download(['https://www.youtube.com/watch?v=5pIpVK3Gecg'])
  
  
  
  #Tyler, The Creator - 'IGOR,' Odd Future and Scoring a Number 1 Album _ Apple Music-5pIpVK3Gecg.wav is the name
  
  #that youtube_dl auto assigns. I got it from the output of ydl.download command
  
  
  
  from moviepy.video.io.ffmpeg_tools import ffmpeg_extract_subclip
  
  ffmpeg_extract_subclip("Tyler, The Creator - 'IGOR,' Odd Future and Scoring a Number 1 Album _ Apple Music-5pIpVK3Gecg.wav", 170, 180, targetname="talk.wav")
  
  
  
  
  
  talk = mpy.AudioFileClip('talk.wav')
  
  
  
  
  
  sample_rate = talk.fps
  
  NFFT = sample_rate /25
  
  audio_data = talk.to_soundarray()

• How you can use the Piwik AOM plugin to improve your data and make better online marketing decisions

  13 septembre 2017, par André Kolell — Plugins, AdWords, Bing, Case Study, Criteo, eccommerce tracking, Facebook Ads, how to install piwik analytics, how-to piwik, integration, piwik, Taboola

  Hi, this is André, one of the authors of the Piwik Advanced Online Marketing plugin, which has just hit 5,000 downloads on the Piwik marketplace. In this blog post I’ll show you how Piwik AOM improves your data and enables you to make better online marketing decisions.

  Piwik itself is excellent in tracking all kinds of visitor data, like where a visitor is coming from and what he’s doing on your page or app (pageviews, events, conversions). But what Piwik did not yet take a closer a look at, is how much you’ve invested into your marketing activities and how profitable they are.

  With the Piwik AOM plugin you can integrate data like advertising costs, advertising campaign names, ad impressions etc. from advertising platforms (such as Google AdWords, Microsoft Bing, Criteo, Facebook Ads and Taboola) and individual campaigns (such as such as cost per view/click/acquisition and fixed price per months deals) into Piwik and combine that data with individual Piwik visits.

  Piwik AOM adds a new marketing performance report to Piwik giving you a great overview of all your marketing activities with drill-down functionality :

  

   

  When taking a look at a specific visitor, Piwik AOM shows you the exact cost of acquiring a specific visit :

  

   

  Leveraging Piwik AOM’s full potential

  But although you can access Piwik AOM’s valuable data directly in the Piwik UI for ad-hoc analyses, Piwik AOM’s true strength comes into play when working with the raw data in an external business intelligence application of your choice, where you can further integrate Piwik AOM’s data with your most accurate backend data (like conversion’s contribution margins after returns, new vs. existing customer, etc.).

  Piwik AOM offers some API endpoints that allow you to fetch the data you need but you can also retrieve it directly from Piwik AOM’s aom_visits table, which includes all visits, all allocated advertising costs and advertising campaign details. As there is never data being deleted from aom_visits, the table can easily be connected to your ETL tool with its last update timestamp column. A third way to get data out of Piwik AOM is by developing your own Piwik plugin and listening to the AOM.aomVisitAddedOrUpdated event, which is posted whenever an aom_visits record is added or updated.

  Integrating Piwik AOM’s data with your backend data in the business intelligence application of your choice allows you to evaluate the real performance of your online marketing campaigns when applying different conversion attribution models, conduct customer journey analyses, create sophisticated forecasts and whatever you can think of.

  AOM Use case

  A company that followed this approach, is FINANZCHECK.de, one of Germany’s leading loan comparison websites. At the eMetrics summit 2016 in Berlin, Germany, I gave a talk about FINANZCHECK’s architectural online marketing setup. Until recently, FINANZCHECK used Pentaho data integration to integrate data from Piwik, Piwik AOM and additional internal tools like its proprietary CRM software into Jaspersoft, its data warehouse an BI solution. The enriched data in Jaspersoft was not only used for reporting to various stakeholders but also for optimising all kinds of marketing activities (e.g. bids for individual keywords in Google AdWords) and proactive alerting. Not long ago, FINANZCHECK started an initiative to improve its setup even further – I’ll hopefully be able to cover this in a more detailed case study soon.

  Roadmap

  In the past, we had the chance to make great progress in developing this plugin by solving specific requirements of different companies who use Piwik AOM. During the next months, we plan to integrate more advertising platforms, reimplement Facebook Ads, improve the support of individual campaigns and work on the general plugin stability and performance.

  Before you install Piwik AOM

  Before installing Piwik AOM, you should know that its initial setup and even its maintenance can be quite complex. Piwik AOM will heavily modify your Piwik installation and you will only benefit from Piwik AOM if you are willing to invest quite some time into it.

  If you are not familiar with Piwik’s internals, PHP, MySQL, database backups, cronjobs, creating API accounts at the advertising platforms or adding parameters to your advertising campaign’s URLs, you should probably not install it on your own (at least not in your production environment).

  Piwik AOM has successfully been tested with up to 25k visitors a day for a period of more than two years, running on an AWS server with 4 GB RAM, once CPU and a separate AWS RDS MySQL database.

  Ideas and Support

  If you have ideas for new features or need support with your Piwik AOM installation or leveraging your marketing data’s potential in general, feel free to get in touch with the plugin’s co-author Daniel or me. You can find our contact details on the plugin’s website http://www.advanced-online-marketing.com.

  How to get the Piwik AOM plugin ?

  The Piwik AOM plugin is freely available through the Piwik marketplace at https://plugins.piwik.org/AOM

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