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• Introducing Crash Analytics for Matomo

  30 août 2023, par Erin — Community, Plugins

  Bugs and development go hand in hand. As code matures, it contends with new browser iterations, clashes with ad blockers and other software quirks, resulting in the inevitable emergence of bugs. In fact, a staggering 13% of all pageviews come with lurking JavaScript errors.

  Monitoring for crashes becomes an unrelenting task. Amidst this never-ending effort to remove bugs, a SurveyMonkey study unveils a shared reality : a resounding 66% of individuals have encountered bug-ridden websites.

  These bugs lead to problems like malfunctioning shopping carts, glitchy checkout procedures and contact forms that just won’t cooperate. But they’re not just minor annoyances – they pose a real danger to your conversion rates and revenue.

  According to a study, 58% of visitors are inclined to abandon purchases as a result of bugs, while an astonishing 75% are driven to completely abandon websites due to these frustrating experiences.

  Imagine a website earning approximately 25,000 EUR per month. Now, factor in errors occurring in 13% of all pageviews. The result ? A potential monthly loss of 1,885 EUR.

  Meet Crash Analytics

  Driven by our vision to create an empowering analytics product, we’re excited to introduce Crash Analytics, an innovative plugin for Matomo On-Premise that automatically tracks bugs on your website.

  

  By offering insights into the precise bug location and the user’s interactions that triggered it, along with details about their device type, browser and more, Crash Analytics empowers you to swiftly address crashes, leading to an improved user experience, higher conversion rates and revenue growth.

  Soon, Crash Analytics will become available to Matomo Cloud users as well, so stay tuned for further updates and announcements.

  Say goodbye to lost revenue – never miss a bug again

  Even if you put your website through the toughest tests, it’s hard to predict every little hiccup that can pop up across different browsers, setups and situations. Factors such as ad blockers, varying internet speeds for visitors and browser updates can add an extra layer of complexity.

  When these crashes happen, you want to know immediately. However, according to a study, only 29% of surveyed respondents would report the existence of the site bug to the website operator. These bugs that go unnoticed can really hurt your bottom line and conversion rates, causing you to lose out on revenue and leaving your users frustrated and disappointed.

  

  Crash Analytics is here to bridge this gap. Armed with scheduled reporting (via email or texts) and automated alert functionalities, you gain the power to instantly detect bugs as they occur on your site. This proactive approach ensures that even the subtlest of issues are brought to your attention promptly. 

  With automated reports and alerts, you can also opt to receive notifications when crashes increase or ignore specific crashes that you deem insignificant. This keeps you in the loop with only the issues that truly matter, helping you cut out the noise and take immediate action.

  

  Easily forward crash data to developers and synchronise the efforts of technical teams and marketing experts. Track emerging, disappearing and recurring errors, ensuring that crash data is efficiently relayed to developers to prioritise fixes that matter.

  

  Plus, your finger is always on the pulse with real-time reports that offer a live view of crashes happening at the moment, an especially helpful feature after deploying changes. Use annotations to mark deploys and correlate them with crash data, enabling you to quickly identify if a new bug is linked to recent updates or modifications.

  

  And with our mobile app, you can effortlessly stay connected to your website’s performance, conveniently accessing crash information anytime and anywhere. This ensures you’re in complete control of your site’s health, even when you’re on the move.

  Streamline bug resolution with combined web and crash analytics

  Crash Analytics for Matomo doesn’t just stop at pinpointing bug locations ; it goes a step further by providing you with a holistic perspective of user interactions. Seamlessly combining Matomo’s traditional and behavioural web analytics features—like segments, session recordings and visitor logs—with crash data, this integrated approach unveils a wealth of insights so you can quickly resolve bugs. 

  For instance, let’s say a user encounters a bug while attempting to complete a purchase on your e-commerce website. Crash Analytics reveals the exact point of failure, but to truly grasp the situation, you delve into the session recordings. These recordings offer a front-row seat to the user’s journey—every click and interaction that led to the bug. Session recordings are especially helpful when you are struggling to reproduce an issue.

  

  Additionally, the combination of visitor logs with crash data offers a comprehensive timeline of a user’s engagement. This helps you understand their activity leading up to the bug, such as pages visited, actions taken and devices used. Armed with these multifaceted insights, you can confidently pinpoint the root causes and address the crash immediately.

  With segments, you have the ability to dissect the data and compare experiences among distinct user groups. For example, you can compare mobile visitors to desktop visitors to determine if the issue is isolated or widespread and what impact the issue is having on the user experience of different user groups. 

  The combination of crash data with Matomo’s comprehensive web analytics equips you with the tools needed to elevate user experiences and ultimately drive revenue growth.

  Start in seconds, shape as needed : Your path to a 100% reliable website

  Crash Analytics makes the path to a reliable website simple. You don’t have to deal with intricate setups—crash detection starts without any configuration. 

  Plus, Crash Analytics excels in cross-stack proficiency, seamlessly extending its capabilities beyond automatically tracking JavaScript errors to covering server-side crashes as well, whether they occur in PHP, Android, iOS, Java or other frameworks. This versatile approach ensures that Crash Analytics comprehensively supports your website’s health and performance across various technological landscapes.

  Elevate your website with Crash Analytics

  Experience the seamless convergence of bug tracking and web analytics, allowing you to delve into user interactions, session recordings and visitor logs. With the flexibility of customising real-time alerts and scheduled reports, alongside cross-stack proficiency, Crash Analytics becomes your trusted ally in enhancing your website’s reliability and user satisfaction to increase conversions and drive revenue growth. Equip yourself to swiftly address issues and create a website where user experiences take precedence.

  Start your 30-day free trial of our Crash Analytics plugin today, and stay tuned for its availability on Matomo Cloud.

• Conversion Funnel Optimisation : 10 Ways to Convert More

  24 janvier 2024, par Erin

  Converting leads into happy customers is the ultimate goal of any sales and marketing team. But there are many steps in between those two events, or in other words, funnel stages. 

  Your sales funnel includes all the steps you take to make your audience aware of your product or services and convince them to purchase. Conversion funnel optimisation strategies can help you move users through the stages of your sales funnel. 

  This article will show you how to optimise your conversion funnel and boost sales — no matter how your funnel looks. We’ll go over practical tips you can implement and how you can analyse and measure results.

  Let’s get started.

  What is conversion funnel optimisation ? 

  Conversion funnel optimisation is the strategic and ongoing process of refining and improving the different stages of a sales or marketing funnel to increase the rate at which users complete desired actions.

  A sales funnel represents the stages a potential customer goes through before purchasing. 

  The typical stages of a sales funnel include :

  • Awareness : At the top of the funnel, potential customers become aware of your product or service. 
  • Consideration : In this stage, prospects evaluate the product or service against alternatives. They may compare features, prices and customer reviews to make an informed decision.
  • Conversion : The prospect completes the transaction and becomes an actual customer by purchasing.
  • Loyalty : You can turn one-time buyers into repeat customers and brand advocates. 

  It’s called a “funnel” because, similar to the shape of a funnel, the number of potential customers decreases as they progress through the various stages of the sales process — as you can see illustrated below.

  

  Sales funnels can vary across industries and business models, but the general concept remains the same. The goal is to guide potential customers through each funnel stage, addressing their needs and concerns at each step, ultimately leading to a successful conversion. 

  You can create and monitor a custom funnel for your site’s user journey with a web analytics solution like Matomo.

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  The importance of conversion funnel optimisation 

  At the heart of conversion funnel optimisation is the quest for higher conversion rates. 

  Refining the customer journey can increase the chances of turning visitors into customers who return repeatedly.

  Specifically, here’s how conversion funnel optimisation can benefit your business :

  • Increased conversions : Marketers can increase the likelihood of turning website visitors into customers by making the user journey more user-friendly and persuasive.
  • Higher revenue : Improved conversion rates aren’t just numbers on a chart ; they translate to tangible revenue. 
  • Increased ROI (return on investment) : By optimising the conversion funnel, you can get more value from your marketing and sales efforts. 
  • Improved customer satisfaction : When customers find it easy and enjoyable to interact with a website or service, it positively influences their satisfaction and likelihood of returning.
  • Data-driven decision-making : Businesses can make informed decisions on budgets and resources based on user behaviour and performance metrics by analysing and optimising conversion funnels.

  ​​Ultimately, conversion funnel optimisation efforts align the entire funnel with overarching business goals.

  10 ways to optimise your conversion funnel 

  Here are 10 ways to optimise your conversion funnel.

  1. Identify and segment your target audience

  The key to a successful conversion funnel begins with a deep understanding of your target audience. 

  Identifying and segmenting your audience lets you speak directly to their pain points, desires and motivations.

  One effective way to know your audience better is by creating detailed buyer personas. These are fictional representations of your ideal customers based on thorough market research and real data. Dive into demographics and behavioural patterns to craft personas that resonate with your audience.

  

  Note that consumer preferences are not static. They evolve, influenced by trends, technological advancements and shifts in societal values. Staying attuned to these changes is crucial as part of optimising your conversion funnel.

  Thus, you must regularly update your buyer personas and adjust your marketing strategies accordingly.

  2. Create content for every stage of the funnel

  Each funnel stage represents a different mindset and needs for your potential customers. Tailoring your content ensures you deliver the right message at the right time to the right audience. 

  Here’s how to tailor your content to fit prospective customers at every conversion funnel stage.

  Awareness-stage content

  Prospects here are seeking information. Your content should be educational and focused on addressing their pain points. Create blog posts, infographics and videos introducing them to your industry, product or service.

  This video we created at Matomo is a prime example of awareness-stage content, grabbing attention and educating viewers about Matomo.

  Consideration-stage content

  Prospects are evaluating their options. Provide content highlighting your product’s unique selling points, such as case studies, product demonstrations and customer testimonials.

  Here’s how we use a versus landing page at Matomo to persuade prospects at this funnel stage.

  

  Conversion-stage content

  This is the final push. Ensure a smooth transition to conversion with content like promotional offers, limited-time discounts and clear calls to action (CTA).

  Loyalty-stage content

  In this stage, you might express gratitude for the purchase through personalised thank-you emails. Follow up with additional resources, tips or exclusive offers to reinforce a positive post-purchase experience. This also positions your brand as a helpful resource beyond the initial sale.

  Reward customer loyalty with exclusive offers, discounts or membership in a loyalty program.

  3. Capture leads

  Lead magnets are incentives offered to potential customers in exchange for their contact information, typically their email addresses. 

  Examples of lead magnets include :

  • Ebooks and whitepapers : In-depth resources that delve into specific topics of interest to your target audience.
  • Webinars and workshops : Live or recorded sessions that offer valuable insights, training or demonstrations.
  • Free trials and demos : Opportunities for potential customers to experience your product or service firsthand.
  • Checklists and templates : Practical tools that help your audience solve specific challenges.
  • Exclusive offers and discounts : Special promotions are available to those who subscribe or provide their contact information.

  For instance, here’s how HubSpot uses templates as lead magnets.

  

  Similarly, you can incorporate your lead magnets into relevant articles or social media posts, email campaigns and other marketing channels.

  4. Optimise your landing pages

  Understanding how visitors interact with your landing pages is a game-changer. So, the first step in optimising your landing pages is to analyse them.

  Enter Matomo’s heatmaps — the secret weapon in landing page optimisation. They visually represent how users interact with your pages, revealing where they linger, what catches their attention and where they may encounter friction. 

  

  Here are a few landing page elements you should pay attention to :

  • Strategic visual elements : Integrate high-quality images, videos and graphics that support your message and guide visitors through the content.
  • Compelling copy : Develop concise and persuasive copy that emphasises the benefits of your offering, addressing user pain points.
  • Effective CTA : Ensure your CTA is prominently displayed, using compelling language and colours that stand out.
  • Mobile responsiveness : Optimise your landing pages for various devices, especially considering the prevalence of mobile users.
  • Minimal form fields : Reduce friction by keeping form fields to a minimum, requesting only essential information.
  • ​​Leverage social proof : Integrate testimonials, reviews and trust badges to build trust and credibility.
  • A/B testing : Experiment with variations in design, copy and CTAs through A/B testing, allowing data to guide your decisions.

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  5. ​​Use compelling Calls to Action (CTAs)

  Crafting compelling CTAs is an art that involves a careful balance of persuasion, clarity and relevance.

  Here are a few tips you can implement to write CTAs that support your goals :

  • Use language that compels action. Instead of generic phrases like “Click Here,” opt for more persuasive alternatives such as “Unlock Exclusive Access” or “Start Your Free Trial.”
  • Make sure your CTAs are clear and straightforward. Visitors should instantly understand what action you want them to take. 
  • Tailor CTAs to the specific content on the page. Whether it’s a blog post, landing page or email, the CTA should seamlessly connect with the surrounding context.
  • Position your CTAs strategically. They should be prominently displayed and easily noticeable, guiding visitors without intruding.
  • Create a sense of urgency. Encourage immediate action by incorporating language that instils a sense of urgency. Phrases like “Limited Time Offer” or “Act Now” can prompt quicker responses.

  6. Have an active social presence

  Social media platforms are bustling hubs of activity where your target audience spends a significant portion of their online time. Cultivating a social media presence allows you to meet your audience where they are, fostering a direct line of communication.

  Moreover, the integration of shopping features directly into social media platforms transforms them into seamless shopping experiences. Nearly half of Instagram users shop weekly through the platform. 

  Also, the US social commerce sales continue to grow each year and are expected to reach $79.64 billion by 2025.

  

  7. Build a brand community

  Four in five customers consider communities important to how engaged they are with a brand.

  A strong community fosters a sense of belonging and loyalty among members. When customers feel connected to your brand and each other, they are more likely to remain loyal over the long term. 

  Also, satisfied community members often share their positive experiences with others, expanding your brand’s reach without additional marketing efforts.

  For example, Nike’s community for runners is a digital space where individuals share their running journeys, accomplishments and challenges. 

  

  By strategically building and nurturing a community, you not only enhance retention and spur referrals but also create a space where your brand becomes an integral part of your customers’ lives. 

  8. Conduct A/B tests

  A/B testing systematically compares two versions of a webpage, email or other content to determine which performs better.

  Examples of elements to A/B test :

  • CTAs : The language, colour, size and placement of CTAs can significantly impact user engagement. A/B testing allows you to discover which variations prompt the desired actions.
  • Headlines : Crafting compelling headlines is an art. Test different versions to identify which headlines resonate best with your audience, whether they are more drawn to clarity, humour, urgency or curiosity.
  • Images : Test different images to understand your audience’s visual preferences. This could include product images, lifestyle shots or graphics.

  

  With Matomo’s A/B testing feature, you can test various elements to see which is successful in converting visitors or moving them to the next stage of the conversion funnel.

  9. Leverage social proof

  In an era where consumers are inundated with choices, the opinions, reviews and endorsements of others serve as beacons, guiding potential customers through the decision-making process. 

  Simply put — when people see that others have had positive experiences with your brand, it instils trust and confidence.

  

  You can proactively gather social proof and display it prominently across your marketing channels. Here are some examples of social proof you can leverage :

  • Customer reviews : Positive reviews and testimonials from satisfied customers serve as authentic endorsements of your products or services. 
  • Case studies : In-depth case studies that showcase successful collaborations or solutions provided to clients offer a detailed narrative of your brand’s capabilities. These are particularly effective in B2B scenarios or for complex products and services.
  • User-generated content : Encourage customers to share their experiences. This could include photos, videos or posts on social media platforms, providing a dynamic and genuine portrayal of your brand.
  • Influencer endorsements : Collaborating with influencers in your industry or niche can amplify your social proof. When influencers vouch for your products or services, their followers are more likely to take notice.

  10. Measure and analyse performance

  This is a continuous loop of refinement, where you should use analysis and data-driven insights to guide your conversion funnel optimisation efforts.

  Here’s a systematic approach you can take :

  1. Identify the path users take on your site using a feature like Users Flow.
  2. Map the customer journey using a Funnels feature like the one in Matomo. 
  3. Identify the metrics that align with your conversion goals at each stage of the funnel, such as website traffic, conversion rates, click-through rates and customer acquisition costs.
  4. Assess conversion rates at different stages of the funnel. Identify areas with significant drop-offs and investigate factors that might contribute to the decline.
  5. Use heatmaps and session recordings to see first-hand how users interact with your site.
  6. Create an experiment to test and improve a specific area within your funnel using insights from the heatmaps and session recordings.
  7. A/B test, analyse the results to understand which variations performed better. Use this data to refine elements within your funnel.

  See how Concrete CMS 3x their leads with conversion optimisation.

  Conclusion 

  The customer journey is not linear. However, it involves a few specific stages your audience will go through — from first learning about your product or services to considering whether to try it. The goal is to turn them into happy and loyal customers.

  In this article, we went over strategies and practical tips you can use to guide customers through the conversion funnel. From segmenting your audience to capturing leads, optimising landing pages and running A/B tests, there are steps you can take to ensure your audience will move to the next stage.

  And of course, you have to continuously measure and analyse your performance. That’s how you know whether you’re heading in the right direction and, if not, where to correct your course. 

  For that, you need a robust web analytics solution with conversion optimisation features. Try Matomo free for 21 days and start optimising your conversion funnel—no credit card required. 

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• CRO Program : Best Practices and KPIs to Track [2024]

  8 mai 2024, par Erin

  Driving traffic to your website is only one part of the equation ; the second part is getting those visitors to convert by completing a desired action — creating an account, signing up for a newsletter or completing a purchase. 

  But if you fail to optimise your website for conversions, you’ll have a hard time guiding visitors further down the funnel and turning them into customers.

  That’s where a CRO program (or conversion rate optimisation) can help. 

  This article will cover conversion rate optimisation best practices and outline key metrics and KPIs to start tracking to see an improvement in your conversion rates.

  What is a CRO program ? 

  In the simplest terms, a CRO program — also called a CRO plan — is a digital marketing strategy. It focuses on implementing different tactics that can lead to an increase in conversion rate and maximising revenue. 

  

  One thing to remember is that the definition of “conversion” varies from business to business. The most obvious type of conversion would be a financial transaction or a completed form — but it comes down to what you consider a valuable action. 

  Many different actions can count as conversions, depending on your marketing goals. 

  Besides making a purchase, other common examples of key conversion moments include creating a new account, signing up for a free trial, booking a demo and subscribing to an email newsletter. 

  Another thing worth noting is that while the average conversion rate on e-commerce websites is 3.76%, it might fluctuate across different industries and device types. Case in point — desktop devices have higher conversion rates than mobile devices, clocking in at 4.79% and 3.32%, respectively. 

  So, in addition to defining your key conversion moments, you should also go over conversion insights relevant to your specific industry. 

  

  The importance of conversion rate optimisation 

  You’d be right to assume that the ultimate goal of a conversion rate optimisation process is to drive revenue through higher conversion rates — but don’t focus solely on the numbers. The core principle of a CRO program is improving the customer experience. Once you’ve achieved that, the increase in conversion rate will follow. 

  

  According to a recent report, global conversion rate optimisation (CRO) software sales are expected to reach $3.7 billion by 2032 — up from $1.1 billion in 2021. 

  This growth indicates the increasing interest in strategies and tools that can help optimise the conversion funnel. Businesses are looking for ways to keep potential customers engaged and improve the average conversion rate — without necessarily increasing their spending. 

  Here are a few reasons why a CRO program deserves a spot in your broader digital marketing strategies : 

  • It can lower your cost per acquisition (CPA) : A CRO program is about optimising your conversion funnel by leveraging existing assets and website traffic rather than increasing your spending — which lowers the costs of acquiring new customers and, in turn, drives ROI. 
  • It can maximise customer lifetime value (CLV) : If you can turn one-time buyers into repeat customers, you’ll be one step closer to building a loyal user base and increasing your CLV. 
  • It can lead to increased sales and boost your revenue : Higher conversion rates typically mean higher revenue ; that’s arguably the most obvious benefit of implementing a CRO program. 
  • It improves the overall user experience : The goal is to make your site more accessible, easier to navigate and more engaging. Delivering the experience people want — and expect — when navigating your website is one of the core principles of a CRO program.
  • It helps you to get to know your customers better : You can’t meet your customers’ needs without taking the time to know them, create user personas and understand their preferences, pain points and conversion barriers they may be facing. 

  Conversion optimisation gives you a competitive edge in revenue and brand reputation. 

  5 CRO best practices 

  

  Here are five conversion rate optimisation strategies and best practices that can make a real difference in the customer experience — and drive potential conversions. 

  Create a CRO roadmap in advance 

  First and foremost, you’ll need a well-defined “game plan” that aligns with and reflects your conversion goals. 

  A CRO roadmap is a detailed manual that outlines how to implement different elements of your CRO-related efforts. Marketing teams can refer to this step-by-step framework for test planning, prioritisation and resource allocation while optimising their marketing strategy. 

  While conversion rate optimisation can be a complex process — especially when you don’t know what to tackle first — we’ve found that there are three things you need to consider when setting the foundations of a successful CRO program : 

  • The “why” behind your website traffic : You’re likely using different online marketing strategies — from SEO to pay-per-click (PPC). So, it’s best to start by gathering channel-specific conversion insights through marketing attribution. Then identify which of these efforts have the biggest impact on your target audience. 
  • The so-called “conversion blockers” that tell you where and why visitors tend to leave without completing a desired action : Funnel analysis might reveal problematic pages — drop-off points where you tend to lose most of your visitors. 
  • Your “hooks” : User feedback can be of great help here ; you can learn a lot by simply asking your customers to fill out a quick online survey and tell you what motivated them to take action.

  Before working on that “game plan,” perform a pre-test analysis. 

  Matomo combines web analytics and user behaviour analytics with features like Heatmaps, Session Recordings, Form Analytics, Funnel Analytics, A/B Testing and User Flow. It can give you those initial benchmarks for measuring progress and a potential increase in conversion rate. 

  Validate your ideas with A/B and multivariate testing 

  Conversion rate optimisation is an iterative process. So, it shouldn’t come as a surprise that A/B testing variants of page layouts, CTAs, headlines, copy and other elements is a big part of it.

  Multivariate and A/B testing allows you to test a wide range of elements across your site and identify what works — and, more importantly, what doesn’t — in terms of driving conversions.

  On that note, Matomo’s A/B Testing feature can support your conversion rate optimisation process by identifying variants that perform better based on statistical significance. 

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  Get to know your website visitors 

  Driving conversions comes down to understanding potential customer’s pain points and needs — and delivering an experience that positions you as the solution and gets them to take action. 

  Here are a few things that can help you understand your website visitors better : 

  • Collecting customer feedback through surveys and using it to identify main areas for improvement 
  • Creating detailed customer personas and optimising your website design and messaging based on your target audience’s pain points, needs and wants 
  • Using heatmaps — colour-coded data visualisation tools that illustrate user interactions — and scroll maps to get a comprehensive overview of online sessions and identify the most engaging elements and those that stand out as potential conversion barriers 

  Matomo’s Heatmaps can help you identify the most-clicked elements on the page and show how far users scroll — providing powerful user insights you can use to optimise these pages.

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  Remove friction points 

  As we previously discussed, identifying friction points and barriers to conversion — issues that prevent visitors from converting — is one of the crucial aspects of developing a CRO plan. 

  Many different “conversion blockers” are worth looking into, including : 

  • Lengthy or otherwise complex checkout processes 
  • No guest checkout feature 
  • Device type, browser and OS compatibility issues 
  • Slow site speed and other technical issues
  • Lack of free shipping and limited payment methods 
  • Absence of social proof (customer reviews and testimonials) and trust badges

  Once you’ve identified what’s slowing down or completely discouraging users from reaching key conversion moments, take the time to address it. 

  Switch to text-based CTAs 

  Calls-to-action (CTAs) play a crucial role in guiding customers from interest to action. However, sometimes they fail to do their job — encouraging website visitors to proceed to the next step — effectively. 

  The most obvious reason is that your CTAs aren’t visually engaging or clear enough. In that case, you can try using action-oriented language and stronger visual elements and aligning the CTA copy with the context of the page. 

  But more often than not, the issue comes down to a phenomenon called “banner blindness” — the tendency of website visitors to ignore (either intentionally or unintentionally) elements on a page that resemble banner ads. 

  And if that’s what’s preventing visitors from converting, consider switching to text-based CTAs. 

  Conversion rate optimisation metrics and KPIs 

  At this point, you should know the outcomes you hope to achieve. Your next step should be to figure out how you’re going to measure and analyse results — and identify the changes that made the most impact on your conversion funnel. 

  After all, your CRO action plan should be based on data — assumptions and “gut feelings” will rarely lead to a notable increase in conversion rates. 

  

  That brings us to key performance indicators (KPIs) : 

  Tracking CRO metrics and website KPIs can help you understand the customer’s journey and path to purchase, identify opportunities for improving the user experience (UX) and determine how to optimise conversions.

  That said, you shouldn’t try to track every metric in the book ; think about your ultimate goal and identify the metrics and KPIs most relevant to your business. 

  We’ll assume that you’re already tracking macro- and micro-conversions. However, we’ve outlined a few additional key conversion rate optimisation metrics you should keep an eye on to make sure that your CRO program is performing as intended : 

  • Cost-per-conversion : By measuring how much you spend on each successful conversion — again, completed forms, sign-ups and sales all count as key conversion moments — you’ll be in a better position to assess the cost-effectiveness of your online marketing strategies.
  • Starter rate : This metric tells you the number of people who start filling out the form, after seeing it. This metric is particularly important for companies that rely on getting leads from forms. 
  • Average order value (AOV) : This metric is important for e-commerce sites to understand the value of their transactions. AOV calculates the average monetary value of each order.

  That’s not all ; you can also use a web analytics tool like Matomo to gain granular insights into visitors : 

  • Unique, new and returning visitors : Tracking the number of new and returning visitors your website gets within a given timeframe will help you understand your user base and determine if your content resonates with them. While you want a constant stream of new traffic, don’t overlook the importance of returning visitors ; they’re the foundation of a loyal customer base.
  • User flows : By analysing the user flows, you’ll have a visual representation of how visitors use your website, which will help you understand their journey and the specific path they take. 
  • Bounce rate : This metric tells you how many users viewed a single page on your site and ended up leaving before they took any kind of action. As such, it’s a clear indicator of how good your content, CTAs and website layout are at keeping users engaged.
  • Exit rate : Another key metric to track is the exit rate — the percentage of users who drop off at a specific page. High-exit pages usually lack important information and CTAs, cause frustration or otherwise fail to meet users’ expectations. Keep in mind that there’s a difference between bounce rate and exit rate — the latter involves users who viewed at least one other page. 

  There are many other user engagement metrics you should keep an eye on in addition to the ones mentioned above — including time on-page, actions per visit, scroll depth and traffic source. You’ll find all this information — and more — in Matomo’s Page Analytics Report. 

  Conclusion 

  Implementing a CRO program can be a time-consuming and iterative process. However, it’s vital for guiding your marketing efforts and making data-driven decisions that’ll ultimately help you drive growth and reach your business goals. 

  It’s best to start by identifying where your website visitors come from and what contributes to — or prevents them from — taking further action. But that’s easier said than done. You’ll need to leverage web analytics tools like Matomo to gather powerful user insights and monitor your website’s performance. 

  As an all-in-one, privacy-friendly web analytics solution, Matomo combines traditional web analytics and advanced behavioural analytics — delivering a consistent experience based on 100% accurate, unsampled data.

  Join the 1 million websites that have chosen Matomo as their web analytics platform. Start your 21-day free trial today — and see how Matomo can help you improve your website’s conversion rates. No credit card required.

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