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• Conversion Rate Optimisation Statistics for 2024 and Beyond

  21 novembre 2023, par Erin — Analytics Tips

  Driving traffic to your website is only half the battle. The real challenge — once you’ve used a web analytics solution to understand how users behave — is turning more of those visitors into customers.

  That doesn’t happen by accident. You need to employ conversion rate optimisation strategies and tools to see even a small lift in conversion rates. The good news is that it doesn’t take much to see massive results. Raising your conversion rate from 1% to 3% can triple your revenue. 

  In even better news, you don’t have to guess at the best ways to improve your conversion rate. We’ve done the hard work and collected the most recent and relevant conversion rate optimisation statistics to help you. 

  General conversion rate optimisation statistics

  It appears the popularity of conversion rate optimisation is soaring. According to data collected by Google Trends, there were more people searching for the term “conversion rate optimization” in September 2023 than ever before. 

  As you can see from the chart below, the term’s popularity is on a clear upward trajectory, meaning even more people could be searching for it in the near future. (Source)

  

  Do you want to know what the average landing page conversion rate is ? According to research by WordStream, the average website conversion rate across all industries is 2.35%. 

  That doesn’t paint the whole picture, however. Better-performing websites have significantly higher conversion rates. The top 25% of websites across all industries convert at a rate of 5.31% or higher. (Source)

  Let’s break things down by industry now. The Unbounce Conversion Benchmark Report offers a detailed analysis of how landing pages convert across various industries.

  First, we have the Finance and Insurance industry, which boasts a conversion rate of 15.6%. 

  On the other end, agencies appears to be one of the worst-performing. Agencies’ landing pages convert at a rate of 8.8%. (Source)

  

  What about the size of the conversion rate optimisation industry ? Given the growth in popularity of the term in Google, surely the industry is experiencing growth, right ?

  You’d be correct in that assumption. The conversion rate optimisation software market was valued at $771.2 million in 2018 and is projected to reach $1.932 billion by 2026 — a compound annual growth rate (CAGR) of 9.6%.

  Statistics on the importance of conversion rate optimisation

  If you’re reading this article, you probably think conversion rate optimisation is pretty important. But do you know its importance and where it ranks in your competitors’ priorities ? Read on to find out. 

  Bounce rate — the number of people who leave your website without visiting another page or taking action — is the scourge of conversion rate optimisation efforts. Every time someone bounces from your site, you lose the chance to convert them.

  The questions, then, are : how often do people bounce on average and how does your bounce rate compare ? 

  Siege Media analysed over 1.3 billion sessions from a range of traffic sources, including 700 million bounces, to calculate an average bounce rate of 50.9%. (Source)

  

  Bounce rates vary massively from website to website and industry to industry, however. Siege Media’s study unveils an array of average bounce rates across industries :

  • Travel – 82.58%
  • B2B – 65.17%
  • Lifestyle – 64.26%
  • Business and Finance – 63.51%
  • Healthcare – 59.50%
  • eCommerce – 54.54%
  • Insurance – 45.96%
  • Real Estate – 40.78%

  It won’t come as much of a surprise to learn that marketers are determined to reduce bounce rates and improve lead conversion. Today’s marketers are highly performance-based. When asked about their priorities for the coming year, 79% of marketers said their priority was generating quality qualified leads — the most popular answer in the survey. (Source)

  Just because it is a priority for marketers doesn’t mean that everyone has their stuff together. If you have a conversion rate optimisation process in place, you’re in the minority. According to research by HubSpot, less than one in five marketers (17%) use landing page A/B tests to improve their conversion rates. (Source)

  When it comes to personalisation strategies – a common and effective tool to increase conversion rates — the picture isn’t any rosier. Research by Salesforce found just over one-quarter of markets are confident their organisation has a successful strategy for personalisation. (Source)

  Conversion rate optimisation tactics statistics

  There are hundreds of ways to improve your website’s conversion rates. From changing the color of buttons to the structure of your landing page to your entire conversion funnel, in this section, we’ll look at the most important statistics you need to know when choosing tactics and building your own CRO experiments. 

  If you are looking for the best method to convert visitors, then email lead generation forms are the way to go, according to HubSpot. This inoffensive and low-barrier data collection method boasts a 15% conversion rate, according to the marketing automation company’s research. (Source)

  Where possible, make your call-to-actions personalised. Marketing personalisation, whether through behavioral segmentation or another strategy, is an incredibly powerful way of showing users that you care about their specific needs. It’s no great surprise, then, that HubSpot found personalised calls-to-actions perform a whopping 202% better than basic CTAs. (Source)

  If you want to boost conversion rates, then it’s just as important to focus on quantity as well as quality. Yes, a great-looking, well-written landing page will go a long way to improving your conversion rate, but having a dozen of these pages will do even more. 

  Research by HubSpot found companies see a 55% increase in leads when they increase the number of landing pages from 10 to 15. What’s more, companies with over 40 landing pages increase conversion by more than 500%. (Source)

  

  User-generated content (UGC) should also be high on your priority list to boost conversion rates. Several statistics show how powerful, impactful and persuasive social proof like user reviews can be. 

  Research shows that visitors who scroll to the point where they encounter user-generated content increase the likelihood they convert by a staggering 102.4%. (Source)

  Other trust signs can be just as impactful. Research by Trustpilot found that the following four trust signals make consumers more likely to make a purchase when shown on a product page :

  • Positive star rating and reviews (85% more likely to make a purchase)
  • Positive star rating (78%)
  • Positive customer testimonials (82%)
  • Approved or authorised seller badge (76%)

  (Source)

  Showing ratings and reviews has also increased conversion rates by 38% on home appliances and electronics stores. (Source)

  And no wonder, given that consumers are more likely to buy from brands they trust than brands they love, according to the 2021 Edelman Trust Barometer Special Report. (Source) 

  A lack of trust is also one of the top four reasons consumers abandon their shopping cart at checkout. (Source) 

  Traffic source conversion rate statistics

  What type of traffic works the best when it comes to conversions, or how often you should be signing up users to your mailing list ? Let’s look at the stats to find out. 

  Email opt-ins are one of the most popular methods for collecting customer information — and an area where digital marketers spend a lot of time and effort when it comes to conversion rate optimisation. So, what is the average conversion rate of an email opt-in box ?

  According to research by Sumo — based on 3.2 billion users who have seen their opt-in boxes — the average email opt-in rate is 1.95%. (Source)

  Search advertising is an effective way of driving website traffic, but how often do those users click on these ads ?

  WordStream’s research puts the average conversion of search advertising for all industries at 6.11%. (Source)

  The arts and entertainment industry enjoys the highest clickthrough rates (11.78%), followed by sports and recreation (10.53%) and travel (10.03%). Legal services and the home improvement industry have the lowest clickthrough rates at 4.76% and 4.8%, respectively.

  

  If you’re spending money on Google ads, then you’d better hope a significant amount of users convert after clicking them. 

  Unfortunately, conversion rates from Google ads decreased year-on-year for most industries in 2023, according to research by WordStream — in some cases, those decreases were significant. The only two industries that didn’t see a decrease in conversion rates were beauty and personal care and education and instruction. (Source)

  The average conversion rate for search ads across all industries is 7.04%. The animal and pet niche has the highest conversion rate (13.41%), while apparel, fashion and jewelry have the lowest conversion rate (1.57%). (Source)

  What about other forms of traffic ? Well, there’s good reason to try running interstitial ads on smartphone apps if you aren’t already. Ads on the iOS app see a 14.3 percent conversion rate on average. (Source)

  E-commerce conversion rate optimisation statistics (400 words)

  Conversion rate optimisation can be the difference between a store that sets new annual sales records and one struggling to get by. 

  The good news is that the conversion rate among US shoppers was the highest it’s ever been in 2021, with users converting at 2.6%. (Source)

  If you have a Shopify store, then you may find conversion rates a little lower. A survey by Littledata found the average conversion rate for Shopify was 1.4% in September 2022. (Source)

  What about specific e-commerce categories ? According to data provided by Dynamic Yield, the consumer goods category converted at the highest rate in September 2023 (4.22%), a spike of 0.34% from August. 

  Generally, the food and beverage niche boasts the highest conversion rate (4.87%), and the home and furniture niche has the lowest conversion rate (1.44%). (Source)

  If you’re serious about driving sales, don’t focus on mobile devices at the expense of consumers who shop on desktop devices. The conversion rate among US shoppers tends to be higher for desktop users than for mobile users. 

  

  In the second quarter of 2022, for instance, desktop shoppers converted at a rate of 3% on average compared to smartphone users who converted at an average rate of 2%. (Source)

  Increase your conversions with Matomo

  Conversion rate optimisation can help you grow your subscriber list, build your customer base and increase your revenue. Now, it’s time to put what you’ve learned into practice.

  Use the advice above to guide your experiments and track everything with Matomo. Achieve unparalleled data accuracy while harnessing an all-in-one solution packed with essential conversion optimisation features, including Heatmaps, Session Recordings and A/B Testing. Matomo makes it easier than ever to analyse conversion-focused experiments.

  Get more from your conversion rate optimisations by trying Matomo free for 21 days. No credit card required.

• How to Stream RTP (IP camera) Into React App setup

  10 novembre 2024, par sharon2469

  I am trying to transfer a live broadcast from an IP camera or any other broadcast coming from an RTP/RTSP source to my REACT application. BUT MUST BE LIVE

  


  My setup at the moment is :

  


  IP Camera -> (RTP) -> FFmpeg -> (udp) -> Server(nodeJs) -> (WebRTC) -> React app

  


  In the current situation, There is almost no delay, but there are some things here that I can't avoid and I can't understand why, and here is my question :

  


  1) First, is the SETUP even correct and this is the only way to Stream RTP video in Web app ?

  


  2) Is it possible to avoid re-encode the stream , RTP transmission necessarily comes in H.264, hence I don't really need to execute the following command :

  


      return spawn('ffmpeg', [
    '-re',                              // Read input at its native frame rate Important for live-streaming
    '-probesize', '32',                 // Set probing size to 32 bytes (32 is minimum)
    '-analyzeduration', '1000000',      // An input duration of 1 second
    '-c:v', 'h264',                     // Video codec of input video
    '-i', 'rtp://238.0.0.2:48888',      // Input stream URL
    '-map', '0:v?',                     // Select video from input stream
    '-c:v', 'libx264',                  // Video codec of output stream
    '-preset', 'ultrafast',             // Faster encoding for lower latency
    '-tune', 'zerolatency',             // Optimize for zero latency
    // '-s', '768x480',                    // Adjust the resolution (experiment with values)
    '-f', 'rtp', `rtp://127.0.0.1:${udpPort}` // Output stream URL
]);


  


  As you can se in this command I re-encode to libx264, But if I set FFMPEG a parameter '-c:v' :'copy' instead of '-c:v', 'libx264' then FFMPEG throw an error says : that it doesn't know how to encode h264 and only knows what is libx264-> Basically, I want to stop the re-encode because there is really no need for it, because the stream is already encoded to H264. Are there certain recommendations that can be made ?

  


  3) I thought about giving up the FFMPEG completely, but the RTP packets arrive at a size of 1200+ BYTES when WEBRTC is limited to up to 1280 BYTE. Is there a way to manage these sabotages without damaging the video and is it to enter this world ? I guess there is the whole story with the JITTER BUFFER here

  


  This is my server side code (THIS IS JUST A TEST CODE)

  


  import {
    MediaStreamTrack,
    randomPort,
    RTCPeerConnection,
    RTCRtpCodecParameters,
    RtpPacket,
} from 'werift'
import {Server} from "ws";
import {createSocket} from "dgram";
import {spawn} from "child_process";
import LoggerFactory from "./logger/loggerFactory";

//

const log = LoggerFactory.getLogger('ServerMedia')

// Websocket server -> WebRTC
const serverPort = 8888
const server = new Server({port: serverPort});
log.info(`Server Media start om port: ${serverPort}`);

// UDP server -> ffmpeg
const udpPort = 48888
const udp = createSocket("udp4");
// udp.bind(udpPort, () => {
//     udp.addMembership("238.0.0.2");
// })
udp.bind(udpPort)
log.info(`UDP port: ${udpPort}`)


const createFFmpegProcess = () => {
    log.info(`Start ffmpeg process`)
    return spawn('ffmpeg', [
        '-re',                              // Read input at its native frame rate Important for live-streaming
        '-probesize', '32',                 // Set probing size to 32 bytes (32 is minimum)
        '-analyzeduration', '1000000',      // An input duration of 1 second
        '-c:v', 'h264',                     // Video codec of input video
        '-i', 'rtp://238.0.0.2:48888',      // Input stream URL
        '-map', '0:v?',                     // Select video from input stream
        '-c:v', 'libx264',                  // Video codec of output stream
        '-preset', 'ultrafast',             // Faster encoding for lower latency
        '-tune', 'zerolatency',             // Optimize for zero latency
        // '-s', '768x480',                    // Adjust the resolution (experiment with values)
        '-f', 'rtp', `rtp://127.0.0.1:${udpPort}` // Output stream URL
    ]);

}

let ffmpegProcess = createFFmpegProcess();


const attachFFmpegListeners = () => {
    // Capture standard output and print it
    ffmpegProcess.stdout.on('data', (data) => {
        log.info(`FFMPEG process stdout: ${data}`);
    });

    // Capture standard error and print it
    ffmpegProcess.stderr.on('data', (data) => {
        console.error(`ffmpeg stderr: ${data}`);
    });

    // Listen for the exit event
    ffmpegProcess.on('exit', (code, signal) => {
        if (code !== null) {
            log.info(`ffmpeg process exited with code ${code}`);
        } else if (signal !== null) {
            log.info(`ffmpeg process killed with signal ${signal}`);
        }
    });
};


attachFFmpegListeners();


server.on("connection", async (socket) => {
    const payloadType = 96; // It is a numerical value that is assigned to each codec in the SDP offer/answer exchange -> for H264
    // Create a peer connection with the codec parameters set in advance.
    const pc = new RTCPeerConnection({
        codecs: {
            audio: [],
            video: [
                new RTCRtpCodecParameters({
                    mimeType: "video/H264",
                    clockRate: 90000, // 90000 is the default value for H264
                    payloadType: payloadType,
                }),
            ],
        },
    });

    const track = new MediaStreamTrack({kind: "video"});


    udp.on("message", (data) => {
        console.log(data)
        const rtp = RtpPacket.deSerialize(data);
        rtp.header.payloadType = payloadType;
        track.writeRtp(rtp);
    });

    udp.on("error", (err) => {
        console.log(err)

    });

    udp.on("close", () => {
        console.log("close")
    });

    pc.addTransceiver(track, {direction: "sendonly"});

    await pc.setLocalDescription(await pc.createOffer());
    const sdp = JSON.stringify(pc.localDescription);
    socket.send(sdp);

    socket.on("message", (data: any) => {
        if (data.toString() === 'resetFFMPEG') {
            ffmpegProcess.kill('SIGINT');
            log.info(`FFMPEG process killed`)
            setTimeout(() => {
                ffmpegProcess = createFFmpegProcess();
                attachFFmpegListeners();
            }, 5000)
        } else {
            pc.setRemoteDescription(JSON.parse(data));
        }
    });
});


  


  And this fronted :

  


  &#xA;&#xA;&#xA;    &#xA;    &#xA;    <code class="echappe-js">&lt;script&amp;#xA;            crossorigin&amp;#xA;            src=&quot;https://unpkg.com/react@16/umd/react.development.js&quot;&amp;#xA;    &gt;&lt;/script&gt;&#xA;    &lt;script&amp;#xA;            crossorigin&amp;#xA;            src=&quot;https://unpkg.com/react-dom@16/umd/react-dom.development.js&quot;&amp;#xA;    &gt;&lt;/script&gt;&#xA;    &lt;script&amp;#xA;            crossorigin&amp;#xA;            src=&quot;https://cdnjs.cloudflare.com/ajax/libs/babel-core/5.8.34/browser.min.js&quot;&amp;#xA;    &gt;&lt;/script&gt;&#xA;    &lt;script src=&quot;https://cdn.jsdelivr.net/npm/babel-regenerator-runtime@6.5.0/runtime.min.js&quot;&gt;&lt;/script&gt;&#xA;&#xA;&#xA;
  &#xA;    
  
  &#xA;
  
  &#xA;&lt;script type=&quot;text/babel&quot;&gt;&amp;#xA;    let rtc;&amp;#xA;&amp;#xA;    const App = () =&gt; {&amp;#xA;        const [log, setLog] = React.useState([]);&amp;#xA;        const videoRef = React.useRef();&amp;#xA;        const socket = new WebSocket(&quot;ws://localhost:8888&quot;);&amp;#xA;        const [peer, setPeer] = React.useState(null); // Add state to keep track of the peer connection&amp;#xA;&amp;#xA;        React.useEffect(() =&gt; {&amp;#xA;            (async () =&gt; {&amp;#xA;                await new Promise((r) =&gt; (socket.onopen = r));&amp;#xA;                console.log(&quot;open websocket&quot;);&amp;#xA;&amp;#xA;                const handleOffer = async (offer) =&gt; {&amp;#xA;                    console.log(&quot;new offer&quot;, offer.sdp);&amp;#xA;&amp;#xA;                    const updatedPeer = new RTCPeerConnection({&amp;#xA;                        iceServers: [],&amp;#xA;                        sdpSemantics: &quot;unified-plan&quot;,&amp;#xA;                    });&amp;#xA;&amp;#xA;                    updatedPeer.onicecandidate = ({ candidate }) =&gt; {&amp;#xA;                        if (!candidate) {&amp;#xA;                            const sdp = JSON.stringify(updatedPeer.localDescription);&amp;#xA;                            console.log(sdp);&amp;#xA;                            socket.send(sdp);&amp;#xA;                        }&amp;#xA;                    };&amp;#xA;&amp;#xA;                    updatedPeer.oniceconnectionstatechange = () =&gt; {&amp;#xA;                        console.log(&amp;#xA;                            &quot;oniceconnectionstatechange&quot;,&amp;#xA;                            updatedPeer.iceConnectionState&amp;#xA;                        );&amp;#xA;                    };&amp;#xA;&amp;#xA;                    updatedPeer.ontrack = (e) =&gt; {&amp;#xA;                        console.log(&quot;ontrack&quot;, e);&amp;#xA;                        videoRef.current.srcObject = e.streams[0];&amp;#xA;                    };&amp;#xA;&amp;#xA;                    await updatedPeer.setRemoteDescription(offer);&amp;#xA;                    const answer = await updatedPeer.createAnswer();&amp;#xA;                    await updatedPeer.setLocalDescription(answer);&amp;#xA;&amp;#xA;                    setPeer(updatedPeer);&amp;#xA;                };&amp;#xA;&amp;#xA;                socket.onmessage = (ev) =&gt; {&amp;#xA;                    const data = JSON.parse(ev.data);&amp;#xA;                    if (data.type === &quot;offer&quot;) {&amp;#xA;                        handleOffer(data);&amp;#xA;                    } else if (data.type === &quot;resetFFMPEG&quot;) {&amp;#xA;                        // Handle the resetFFMPEG message&amp;#xA;                        console.log(&quot;FFmpeg reset requested&quot;);&amp;#xA;                    }&amp;#xA;                };&amp;#xA;            })();&amp;#xA;        }, []); // Added socket as a dependency to the useEffect hook&amp;#xA;&amp;#xA;        const sendRequestToResetFFmpeg = () =&gt; {&amp;#xA;            socket.send(&quot;resetFFMPEG&quot;);&amp;#xA;        };&amp;#xA;&amp;#xA;        return (&amp;#xA;            &lt;div&gt;&amp;#xA;                Video: &amp;#xA;                &lt;video ref={videoRef} autoPlay muted /&gt;&amp;#xA;                &lt;button onClick={() =&gt; sendRequestToResetFFmpeg()}&gt;Reset FFMPEG&lt;/button&gt;&amp;#xA;            &lt;/div&gt;&amp;#xA;        );&amp;#xA;    };&amp;#xA;&amp;#xA;    ReactDOM.render(&lt;App /&gt;, document.getElementById(&quot;app1&quot;));&amp;#xA;&lt;/script&gt;&#xA;&#xA;&#xA;
  

  


• How to Measure Marketing Effectiveness : A Step-by-Step Guide

  22 février 2024, par Erin

  Are you struggling to prove that your marketing efforts are having a measurable impact on your company’s performance ? We get it. 

  You would think that digital marketing would make it easier to track the effectiveness of your marketing efforts. But in many ways, it’s harder than ever. With so many channels and strategies competing against each other, it can feel impossible to pin down the campaign that caused a conversion. 

  That leaves you in a tricky spot as a marketing manager. It can be hard to know which campaigns to persevere with and harder still to prove your worth to stakeholders. 

  Thankfully, there are several strategies you can use to measure the success of your campaigns and put a value on your efforts. So, if you want to learn how you can measure the effectiveness of your marketing, improve the ROI of your efforts and prove your value as an employee, read on. 

  What is marketing effectiveness ?

  Marketing effectiveness measures how successful a marketing strategy or campaign is and the extent to which it achieves goals and business objectives.

  

  It’s a growing concern for brands, with research showing that 61.2% say measuring marketing effectiveness has become a more prominent factor in decision-making over the last three years. In other words, it’s becoming critical for marketers to know how to measure their effectiveness. 

  But it’s getting harder to do so. A combination of factors, including channel fragmentation, increasingly convoluted customer journeys, and the deprecation of third-party cookies, makes it hard for marketing teams to measure marketing performance. 

  Why you need to measure marketing effectiveness

  Imagine ploughing thousands of dollars into a campaign and not being confident that your efforts bore fruit. It’s unthinkable, right ? If you care about optimising campaigns and improving your worth as a marketer, measuring marketing effectiveness is necessary. 

  

  Optimise marketing campaigns

  Do you know how effectively each campaign generates conversions and drives revenue ? No ? Then, you need to measure marketing effectiveness.

  Doing so could also shine a light on ways to improve your campaigns. One paid ad campaign may suffer from a poor return on ad spend caused by high CPCs. Targeting less competitive keywords could dramatically reduce your costs. 

  Improve ROI

  Today, marketing budgets make up almost 10% of a company’s total revenue, up from 6.4% in 2021. With so much revenue at stake, you’ve got to deliver a return on that investment. 

  Measuring marketing effectiveness can help you identify the campaigns or strategies delivering the highest ROI so you can invest more heavily into them. On the other side of the same coin, you can use the data to strike off any campaigns that aren’t pulling their weight — increasing your ROI even further. 

  Demonstrate value

  Let’s get selfish for a second. Whether you’re an in-house marketing manager or work for an agency, the security of your paycheck depends on your ability to deliver high-ROI campaigns. 

  Measuring your marketing effectiveness lets you showcase your value to your company and clients. It helps you build stronger relationships that can lead to bigger and better opportunities in the future. 

  We should take this opportunity to point out that a good tool for measuring marketing effectiveness is equally important. You probably think Google Analytics will do the job, right ? But when you start implementing the strategies we discuss below, there’s a good chance you’ll have data quality issues. 

  That was the case for full-service marketing agency MHP/Team SI, which found Google Analytics’ data sampling severely limited the quantity and quality of insights they could collect. It was only by switching to Matomo, a platform that doesn’t use data sampling, that the agency could deliver the insights its clients needed to grow. 

  Further reading :

  • How to check website traffic as accurately as possible
  • 8 best tools to analyse website traffic

  Try Matomo for Free

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

  Start for free

  No credit card required

  How to measure marketing effectiveness

  Measuring marketing effectiveness is not always easy, especially if you have long buying cycles and a lack of good-quality data. Make things as easy as possible by following the steps below :

  Know what success looks like

  You can’t tell whether your campaigns are effective if you don’t know what you are trying to achieve. That’s why the first step in measuring marketing effectiveness is to set a clear goal. 

  So, ask yourself what success looks like for each campaign you launch. 

  Remember, a campaign doesn’t have to drive leads to be considered effective. If all you wanted to do was raise brand awareness or increase organic traffic, you could achieve both goals without recording a single conversion. 

  We’d wager that’s probably not true for most marketing managers. It’s much more likely you want to achieve something like the following :

  • Generating 100 new customers
  • Increasing revenue by 20%
  • Selling $5,000 of your new product line
  • Reducing customer churn by 50%
  • Achieving a return on ad spend of 150%

  Conventional goal-setting wisdom applies here. So, ensure your goals are measurable, timely, relevant and achievable. 

  Track conversions

  Setting up conversion tracking in your web analytics platform is vital to measuring marketing effectiveness accurately. 

  What you count as a conversion event will depend on the goals you’ve set above. It doesn’t have to be a sale, mind you. Downloading an ebook or signing up for a webinar are worthy conversion goals, especially if you know they increase the chances of a customer converting. 

  

  Whichever platform you choose, ensure it can meet your current and future needs. This is one of the reasons open-source content management system Concrete CMS opted for Matomo when choosing a new website analytics platform. The flexibility of the Matomo platform gave Concrete CMS the adaptability it needed for future growth. 

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  Decide on an attribution model

  Marketing attribution is a way of measuring the impact of different channels and touchpoints across the customer journey. If you can assign a value to each conversion, you can use a marketing attribution model to quantify the value of your channels and campaigns.

  While most web analytics platforms simply credit the last touchpoint, marketing attribution offers a more comprehensive view by considering all interactions along the customer journey. This distinction is important because relying solely on the last touchpoint can lead to skewed insights and misallocation of resources and budget. 

  By adopting a marketing attribution approach, you can make more informed decisions, optimizing your campaigns and maximizing your return on investment.

  

  There are several different attribution models you can use to give credit to your various campaigns. These include :

  • First interaction : Gives all the credit to the first channel in the customer journey.
  • Last interaction : Gives all the credit to the last channel in the customer journey.
  • Last non-direct attribution : Gives all credit to the final touchpoint in the customer journey, except for direct interactions. In those cases, credit is given to the touchpoint just before the direct one.
  • Linear attribution : Distributes credit equally across all touchpoints.
  • Position-based attribution : Attributes 40% credit to the first and last touchpoints and distributes the remaining 20% evenly across all other touchpoints. 

  Consider carefully which attribution model to use, as this can significantly impact your marketing effectiveness calculation by giving certain campaigns too much credit.

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  Analyse KPIs

  Tracking KPIs is essential if you want to quantify the impact of your marketing campaigns. But which metrics should you track ?

  To improve brand awareness or traffic, so-called vanity metrics like sessions, returning visitors, and organic traffic may suffice as KPIs. 

  However, that’s not going to be the case for most marketers, whose performance is tied to revenue and ROI. If that’s you, put vanity metrics to one side and focus on the following conversion metrics instead :

  • Conversion rate : the percentage of users who complete a desired action. 
  • Return on ad spend : the revenue earned for every dollar spent on a campaign.
  • Return on investment : a broader calculation than ROAS, typically calculated across all your marketing efforts. 
  • Customer lifetime value : the total amount a customer will spend throughout their relationship with your company.
  • Customer acquisition cost : the cost to acquire each customer on average.

  

  Your analytics platform and advertising tools should track most of these KPIs by default. Matomo, for instance, automatically calculates your conversion rate in the Goals report. 

  How to present your marketing effectiveness

  Calculating your marketing effectiveness is one thing, but it’s important to share this information with stakeholders — whether those are executives in your company or your agency’s clients. 

  Follow the steps below to create an insightful and compelling marketing report :

  • Set the scene. There’s no guarantee that the people reading your report will know your goals. So, add context at the start of the reporting by spelling out what you are trying to achieve and why. 
  • Select the right data. You don’t want to overwhelm the reader with facts and figures, but you do need to provide hard evidence of your success. Include the KPIs you used to measure your success and show how these have changed over time. You can also support your report with audience insights such as heatmaps or customer surveys.
  • Tell a story with your presentation. Give your presentation a narrative arc with a beginning, middle, and end. Start with what you want to achieve, describe how you plan to achieve it and end with the results. Support your story with graphs and other visual aids that hold your reader’s attention. 
  • Provide a concise summary. Not everyone will read your presentation cover to cover. With that in mind, provide a summary of your report at the start or end that shows what you achieved and quantifies your marketing effectiveness. 

  How to improve marketing effectiveness

  Don’t settle for simply measuring your marketing effectiveness. Use the following strategies to make future campaigns as effective as possible. 

  Understand customer behaviour

  More effective marketing campaigns start by deeply understanding your customers, who they are, and how they behave. This allows you to take an audience-first approach to your marketing efforts and design campaigns around the unique needs of your customers. 

  Gather as much first-party data as you can. Surveys, focus groups, and other market research techniques can help you learn more about who your customers are, but don’t disregard the quantitative data you can gather from your web analytics platform. 

  Using Heatmaps, Session Recordings and behavioural analytics tools, you can learn exactly how customers behave when they land on your site, where they focus their attention and which pages they look at first. 

  

  These insights can help you turn an average campaign into an exceptional one. For example, a heatmap may highlight the need to move CTA buttons above the fold to increase conversions. A session recording could pinpoint the problems users have when filling out your website’s forms. 

  Further reading :

  • What Is Behavioural Analytics & How Can It Improve Website Performance
  • 9 Form Optimisation Tips to Convert More Visitors
  • How to Increase Conversions with Form Analysis

  Optimise landing pages

  Developing a culture of testing and experimentation is a great way to improve your marketing effectiveness. Let’s dive into A/B testing.

  By tweaking various elements of your landing pages, you can squeeze every last conversion from your campaigns.

  

  We have a guide on conversion funnel optimisation, which we recommend you check out, but I’ll briefly list some of the optimisations you could test :

  • Making your CTAs actionable and compelling
  • Integrating images and videos
  • Adding testimonials and other forms of social proof
  • Reducing form fields

  Use a different attribution model

  It might be that some campaigns, strategies or traffic sources aren’t getting the love they deserve. By changing your attribution model, you can significantly change the perceived effectiveness of certain campaigns. 

  Let’s say you use a last-touch attribution model, for instance. Only the last channel customers will get credit for each conversion, meaning top-of-the-funnel campaigns like SEO may be deemed less effective than they are. 

  It’s why you must continually test, tweak and validate your chosen model — and why changing it can be so powerful. 

  Measure your marketing effectiveness with Matomo

  Measuring your marketing effectiveness is hard work. But it’s vital to optimise campaigns, improve your ROI and demonstrate your value. 

  The good news is that Matomo makes things a lot easier thanks to its comprehensive conversion tracking, attribution modelling capabilities and behavioural insight features like Heatmaps, A/B Testing and Session Recordings. 

  Take steps today to start measuring (and improving) the effectiveness of your marketing with our 21-day free trial. No credit card required.

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