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

  10 mars 2024, par Erin

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

  Sound familiar ?

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

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

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

  What is CRO Testing ? 

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

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

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

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

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

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

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

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

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

  Try Matomo for Free

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

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  Types of CRO Testing 

  There are three core types of CRO tests :

  A/B testing

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

  

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

  A/B/n testing

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

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

  

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

  Multivariate testing

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

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

  Why is CRO testing important ?

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

  

  Improve conversion rates

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

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

  Optimise the user experience

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

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

  Decrease acquisition costs

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

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

  How to do CRO testing in 6 steps 

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

  Have a clear goal

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

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

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

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

  

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

  Set a hypothesis

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

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

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

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

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

  Design your test elements

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

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

  Create and launch the test

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

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

  

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

  Try Matomo for Free

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

  Start for free

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  Analyse the results

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

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

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

  Implement and repeat

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

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

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

  Try Matomo for Free

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

  Start for free

  No credit card required

  CRO testing examples you can run today 

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

  Change your CTA design and copy

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

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

  

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

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

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

  Move the CTA button placement

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

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

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

  Try different headlines

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

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

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

  Add more trust signals

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

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

  

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

  Start CRO testing with Matomo

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

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

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

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

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• Google Analytics 4 and GDPR : Everything You Need to Know

  17 mai 2022, par Erin

  Four years have passed since the European General Data Protection Regulation (GDPR, also known as DSGVO in German, and RGPD in French) took effect.

  That’s ample time to get compliant, especially for an organisation as big and innovative as Google. Or is it ? 

  If you are wondering how GDPR affects Google Analytics 4 and what the compliance status is at present, here’s the lowdown. 

  Is Google Analytics 4 GDPR Compliant ?

  No. As of mid-2022, Google Analytics 4 (GA4) isn’t fully GDPR compliant. Despite adding extra privacy-focused features, GA4 still has murky status with the European regulators. After the invalidation of the Privacy Shield framework in 2020, Google is yet to regulate EU-US data protection. At present, the company doesn’t sufficiently protect EU citizens’ and residents’ data against US surveillance laws. This is a direct breach of GDPR.

  Google Analytics and GDPR : a Complex Relationship 

  European regulators have scrutinised Google since GDPR came into effect in 2018.

  While the company took steps to prepare for GDPR provisions, it didn’t fully comply with important regulations around user data storage, transfer and security.

  The relationship between Google and EU regulators got more heated after the Court of Justice of the European Union (CJEU) invalidated the Privacy Shield — a leeway Google used for EU-US data transfers. After 2020, GDPR litigation against Google followed. 

  This post summarises the main milestones in this story and explains the consequences for Google Analytics users. 

  

  2018 : Google Analytics Meets GDPR 

  In 2018, the EU adopted the General Data Protection Regulation (GDPR) — a set of privacy and data security laws, covering all member states. Every business interacting with EU citizens and/or residents had to comply.

  GDPR harmonised data protection laws across member states and put down extra provisions for what constitutes sensitive personal information (or PII). Broadly, PII includes any data about the person’s :

  • Racial or ethnic origin 
  • Employment status 
  • Religious or political beliefs
  • State of health 
  • Genetic or biometric data 
  • Financial records (such as payment method data)
  • Address and phone numbers 

  Businesses were barred from collecting this information without explicit consent (and even with it in some cases). If collected, such sensitive information is also subject to strict requirements on how it should be stored, secured, transferred and used. 

  7 Main GDPR Principles Explained 

  Article 5 of the GDPR lays out seven main GDPR principles for personal data and privacy protection : 

  • Lawfulness, fairness and transparency — data must be obtained legally, collected with consent and in adherence to laws. 
  • Purpose limitation — all personal information must be collected for specified, explicit and legal purposes. 
  • Data minimisation — companies must collect only necessary and adequate data, aligned with the stated purpose. 
  • Accuracy — data accuracy must be ensured at all times. Companies must have mechanisms to erase or correct inaccurate data without delays. 
  • Storage limitation — data must be stored only for as long as the stated purpose suggests. Though there’s no upper time limit on data storage. 
  • Integrity and confidentiality (security) — companies must take measures to ensure secure data storage and prevent unlawful or unauthorised access to it. 
  • Accountability — companies must be able to demonstrate adherence to the above principles. 

  Google claimed to have taken steps to make all of their products GDPR compliant ahead of the deadline. But in practice, this wasn’t always the case.

  In March 2018, a group of publishers admonished Google for not providing them with enough tools for GDPR compliance :

  “[Y]ou refuse to provide publishers with any specific information about how you will collect, share and use the data. Placing the full burden of obtaining new consent on the publisher is untenable without providing the publisher with the specific information needed to provide sufficient transparency or to obtain the requisite specific, granular and informed consent under the GDPR.”

  The proposed Google Analytics GDPR consent form was hard to implement and lacked customisation options. In fact, Google “makes unilateral decisions” on how the collected data is stored and used. 

  Users had no way to learn about or control all intended uses of people’s data — which made compliance with the second clause impossible. 

  Unsurprisingly, Google was among the first companies to face a GDPR lawsuit (together with Facebook). 

  By 2019, French data regulator CNIL, successfully argued that Google wasn’t sufficiently disclosing its data collection across products — and hence in breach of GDPR. After a failed appeal, Google had to pay a €50 million fine and promise to do better. 

  2019 : Google Analytics 4 Announcement 

  Throughout 2019, Google rightfully attempted to resolve some of its GDPR shortcomings across all products, Google Universal Analytics (UA) included. 

  They added a more visible consent mechanism for online tracking and provided extra compliance tips for users to follow. In the background, Google also made tech changes to its data processing mechanism to get on the good side of regulations.

  Though Google addressed some of the issues, they missed others. A 2019 independent investigation found that Google real-time-bidding (RTB) ad auctions still used EU citizens’ and residents’ data without consent, thanks to a loophole called “Push Pages”. But they managed to quickly patch this up before the allegations had made it to court. 

  In November 2019, Google released a beta version of the new product version — Google Analytics 4, due to replace Universal Analytics. 

  GA4 came with a set of new privacy-focused features for ticking GDPR boxes such as :

  • Data deletion mechanism. Users can now request to surgically extract certain data from the Analytics servers via a new interface. 
  • Shorter data retention period. You can now shorten the default retention period to 2 months by default (instead of 14 months) or add a custom limit.  
  • IP Anonymisation. GA4 doesn’t log or store IP addresses by default. 

  Google Analytics also updated its data processing terms and made changes to its privacy policy. 

  Though Google made some progress, Google Analytics 4 still has many limitations — and isn’t GDPR compliant. 

  2020 : Privacy Shield Invalidation Ruling 

  As part of the 2018 GDPR preparations, Google named its Irish entity (Google Ireland Limited) as the “data controller” legally responsible for EEA and Swiss users’ information. 

  The company announcement says : 

  

  Initially, Google assumed that this legal change would help them ensure GDPR compliance as “legally speaking” a European entity was set in charge of European data. 

  Practically, however, EEA consumers’ data was still primarily transferred and processed in the US — where most Google data centres are located. Until 2020, such cross-border data transfers were considered legal thanks to the Privacy Shield framework. 

  But in July 2020, The EU Court of Justice ruled that this framework doesn’t provide adequate data protection to digitally transmitted data against US surveillance laws. Hence, companies like Google can no longer use it. The Swiss Federal Data Protection and Information Commissioner (FDPIC) reached the same conclusion in September 2020. 

  The invalidation of the Privacy Shield framework put Google in a tough position.

   Article 14. f of the GDPR explicitly states : 

  “The controller (the company) that intends to carry out a transfer of personal data to a recipient (Analytics solution) in a third country or an international organisation must provide its users with information on the place of processing and storage of its data”.

  Invalidation of the Privacy Shield framework prohibited Google from moving data to the US. At the same time, GDPR provisions mandated that they must disclose proper data location. 

  But Google Analytics (like many other products) had no a mechanism for : 

  • Guaranteeing intra-EU data storage 
  • Selecting a designated regional storage location 
  • Informing users about data storage location or data transfers outside of the EU 

  And these factors made Google Analytics in direct breach of GDPR — a territory, where they remain as of 2022.

  2020-2022 : Google GDPR Breaches and Fines 

  The 2020 ruling opened Google to GDPR lawsuits from country-specific data regulators.

  Google Analytics in particular was under a heavy cease-fire. 

  • Sweden first fined Google for violating GDPR for no not fulfilling its obligations to request data delisting in 2020. 
  • France rejected Google Analytics 4 IP address anonymisation function as a sufficient measure for protecting cross-border data transfers. Even with it, US intelligence services can still access user IPs and other PII. France declared Google Analytics illegal and pressed a €150 million fine. 
  • Austria also found Google Analytics GDPR non-compliant and proclaimed the service as “illegal”. The authority now seeks a fine too. 

  The Dutch Data Protection Authority and  Norwegian Data Protection Authority also found Google Analytics guilty of a GDPR breach and seek to limit Google Analytics usage. 

  New privacy controls in Google Analytics 4 do not resolve the underlying issue — unregulated, non-consensual EU-US data transfer. 

  Google Analytics GDPR non-compliance effectively opens any website tracking or analysing European visitors to legal persecution.

  In fact, this is already happening. noyb, a European privacy-focused NGO, has already filed over 100 lawsuits against European websites using Google Analytics.

  2022 : Privacy Shield 2.0. Negotiations

  Google isn’t the only US company affected by the Privacy Shield framework invalidation. The ruling puts thousands of digital companies at risk of non-compliance.

  To settle the matter, US and EU authorities started “peace talks” in spring 2022.

  European Commission President Ursula von der Leyen said that they are working with the Biden administration on the new agreement that will “enable predictable and trustworthy data flows between the EU and US, safeguarding the privacy and civil liberties.” 

  However, it’s just the beginning of a lengthy negotiation process. The matter is far from being settled and contentious issues remain as we discussed on Twitter (come say hi !).

  

  For one, the US isn’t eager to modify its surveillance laws and is mostly willing to make them “proportional” to those in place in the EU. These modifications may still not satisfy CJEU — which has the power to block the agreement vetting or invalidate it once again. 

  While these matters are getting hashed out, Google Analytics users, collecting data about EU citizens and/or residents, remain on slippery grounds. As long as they use GA4, they can be subject to GDPR-related lawsuits. 

  To Sum It Up 

  • Google Analytics 4 and Google Universal Analytics are not GDPR compliant because of Privacy Shield invalidation in 2020. 
  • French and Austrian data watchdogs named Google Analytics operations “illegal”. Swedish, Dutch and Norwegian authorities also claim it’s in breach of GDPR. 
  • Any website using GA for collecting data about European citizens and/or residents can be taken to court for GDPR violations (which is already happening). 
  • Privacy Shield 2.0 Framework discussions to regulate EU-US data transfers have only begun and may take years. Even if accepted, the new framework(s) may once again be invalidated by local data regulators as has already happened in the past. 

  Time to Get a GDPR Compliant Google Analytics Alternative 

  Retaining 100% data ownership is the optimal path to GDPR compliance.

  By selecting a transparent web analytics solution that offers 100% data ownership, you can rest assured that no “behind the scenes” data collection, processing or transfers take place. 

  Unlike Google Analytics 4, Matomo offers all of the features you need to be GDPR compliant : 

  • Full data anonymisation 
  • Single-purpose data usage 
  • Easy consent and an opt-out mechanism 
  • First-party cookies usage by default 
  • Simple access to collect data 
  • Fast data removals 
  • EU-based data storage for Matomo Cloud (or storage in the country of your choice with Matomo On-Premise)

  Learn about your audiences in a privacy-centred way and protect your business against unnecessary legal exposure. 

  Start your 21-day free trial (no credit card required) to see how fully GDPR-compliant website analytics works ! 

  21 day free trial. No credit card required.

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• Top 4 CRO Tools to Boost Your Conversion Rates in 2024

  31 octobre 2023, par Erin

  Are you tired of watching potential customers leave your website without converting ? You’ve spent countless hours creating an engaging website, but those high bounce rates keep haunting you.

  The good news ? The solution lies in the transformative power of Conversion Rate Optimisation (CRO) tools. In this guide, we’ll dive deep into the world of CRO tools. We will equip you with strategies to turn those bounces into conversions.

  Why are conversion rate optimisation tools so crucial ?

  CRO tools can be assets in digital marketing, playing a pivotal role in enhancing online businesses’ performance. CRO tools empower businesses to improve website conversion rates by analysing user behaviour. You can then leverage this user data to optimise web elements.

  Improving website conversion rates is paramount because it increases revenue and customer satisfaction. A study by VentureBeat revealed an average return on investment (ROI) of 223% thanks to CRO tools.

  173 marketers out of the surveyed group reported returns exceeding 1,000%. Both of these data points highlight the impact CRO tools can have.

  

  Coupled with CRO tools, certain testing tools and web analytics tools play a crucial role. They offer insight into user behaviour patterns, enabling businesses to choose effective strategies. By understanding what resonates with users, these tools help inform data-driven decisions. This allows businesses to refine online strategies and enhance the customer experience.

  CRO tools enhance user experiences and ensure business sustainability. Integrating these tools is crucial for staying ahead. CRO and web analytics work together to optimise digital presence. 

  Real-world examples of CRO tools in action

  In this section, we’ll explore real case studies showcasing CRO tools in action. See how businesses enhance conversion rates, user experiences, and online performance. These studies reveal the practical impact of data-driven decisions and user-focused strategies.

  

  Case study : How Matomo’s Form Analytics helped Concrete CMS 3x leads

  Concrete CMS, is a content management system provider that helps users build and manage websites. They used Matomo’s Form Analytics to uncover that users were getting stuck at the address input stage of the onboarding process. Using these insights to make adjustments to their onboarding form, Concrete CMS was able to achieve 3 times the amount of leads in just a few days.

  Read the full Concrete CMS case study.

  Best analytics tools for enhancing conversion rate optimisation in 2023

  Jump to the comparison table to see an overview of each tool.

  1. Matomo

  

  Matomo stands out as an all-encompassing tool that seamlessly combines traditional web analytics features (like pageviews and bounce rates) with advanced behavioural analytics capabilities, providing a full spectrum of insights for effective CRO.

  Key features

  • Heatmaps and Session Recordings :
    These features empower businesses to see their websites through the eyes of their visitors. By visually mapping user engagement and observing individual sessions, businesses can make informed decisions, enhance user experience and ultimately increase conversions. These tools are invaluable assets for businesses aiming to create user-friendly websites.

  • Form Analytics :
    Matomo’s Form Analytics offers comprehensive tracking of user interactions within forms. This includes covering input fields, dropdowns, buttons and submissions. Businesses can create custom conversion funnels and pinpoint form abandonment reasons. 

  • Users Flow :
    Matomo’s Users Flow feature tracks visitor paths, drop-offs and successful routes, helping businesses optimise their websites. This insight informs decisions, enhances user experience, and boosts conversion rates.

  • Surveys plugin :
    The Matomo Surveys plugin allows businesses to gather direct feedback from users. This feature enhances understanding by capturing user opinions, adding another layer to the analytical depth Matomo offers.

  • A/B testing :
    The platform allows you to conduct A/B tests to compare different versions of web pages. This helps determine which performs better in conversions. By conducting experiments and analysing the results within Matomo, businesses can iteratively refine their content and design elements.

  • Funnels :
    Matomo’s Funnels feature empower businesses to visualise, analyse and optimise their conversion paths. By identifying drop-off points, tailoring user experiences and conducting A/B tests within the funnel, businesses can make data-driven decisions that significantly boost conversions and enhance the overall user journey on their websites.

  Pros

  • Starting at $19 per month, Matomo is an affordable CRO solution.
  • Matomo guarantees accurate data, eliminating the need to fill gaps with artificial intelligence (AI) or machine learning. 
  • Matomo’s open-source framework ensures enhanced security, privacy, customisation, community support and long-term reliability. 

  Cons

  • The On-Premise (self-hosted) version is free, with additional charges for advanced features.
  • Managing Matomo On-Premise requires servers and technical know-how.

  Try Matomo for Free

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

  Start for free

  No credit card required

  2. Google Analytics

  

  Google Analytics provides businesses and website owners valuable insights into their online audience. It tracks website traffic, user interactions and analyses conversion data to enhance the user experience.

  While Google Analytics may not provide the extensive CRO-specific features found in other tools on this list, it can still serve as a valuable resource for basic analysis and optimisation of conversion rates.

  Key features

  • Comprehensive Data Tracking :
    Google Analytics meticulously tracks website traffic, user behaviour and conversion rates. These insights form the foundation for CRO efforts. Businesses can identify patterns, user bottlenecks and high-performing areas.

  • Real-Time Reporting :
    Access to real-time data is invaluable for CRO efforts. Monitor current website activity, user interactions, and campaign performance as they unfold. This immediate feedback empowers businesses to make instant adjustments, optimising web elements and content for maximum conversions.

  • User flow analysis
    Visualise and understand how visitors navigate through your website. It provides insights into the paths users take as they move from one page to another, helping you identify the most common routes and potential drop-off points in the user journey.

  • Event-based tracking :
    GA4’s event-based reporting offers greater flexibility and accuracy in data collection. By tracking various interactions, including video views and checkout processes, businesses can gather more precise insights into user behaviour. 

  • Funnels :
    GA4 offers multistep funnels, path analysis, custom metrics that integrate with audience segments. These user behaviour insights help businesses to tailor their websites, marketing campaigns and user experiences.

  Pros

  • Flexible audience management across products, regions or brands allow businesses to analyse data from multiple source properties. 
  • Google Analytics integrates with other Google services and third-party platforms. This enables a comprehensive view of online activities.
  • Free to use, although enterprises may need to switch to the paid version to accommodate higher data volumes.

  Cons

  • Google Analytics raises privacy concerns, primarily due to its tracking capabilities and the extensive data it collects.
  • Limitations imposed by thresholding can significantly hinder efforts to enhance user experience and boost conversions effectively.
  • Property and sampling limits exist. This creates problems when you’re dealing with extensive datasets or high-traffic websites. 
  • The interface is difficult to navigate and configure, resulting in a steep learning curve.

  3. Contentsquare

  

  Contentsquare is a web analytics and CRO platform. It stands out for its in-depth behavioural analytics. Contentsquare offers detailed data on how users interact with websites and mobile applications.

  Key features

  • Heatmaps and Session Replays :
    Users can visualise website interactions through heatmaps, highlighting popular areas and drop-offs. Session replay features enable the playback of user sessions. These provide in-depth insights into individual user experiences.

  • Conversion Funnel Analysis :
    Contentsquare tracks users through conversion funnels, identifying where users drop off during conversion. This helps in optimising the user journey and increasing conversion rates.

  • Segmentation and Personalisation :
    Businesses can segment their audience based on various criteria. Segments help create personalised experiences, tailoring content and offers to specific user groups.

  • Integration Capabilities :
    Contentsquare integrates with various third-party tools and platforms, enhancing its functionality and allowing businesses to leverage their existing tech stack.

  Pros

  • Comprehensive support and resources.
  • User-friendly interface.
  • Personalisation capabilities.

  Cons

  • High price point.
  • Steep learning curve.

  4. Hotjar

  

  Hotjar is a robust tool designed to unravel user behaviour intricacies. With its array of features including visual heatmaps, session recordings and surveys, it goes beyond just identifying popular areas and drop-offs.

  Hotjar provides direct feedback and offers an intuitive interface, enabling seamless experience optimisation.

  Key features

  • Heatmaps :
    Hotjar provides visual heatmaps that display user interactions on your website. Heatmaps show where users click, scroll, and how far they read. This feature helps identify popular areas and points of abandonment.

  • Session Recordings :
    Hotjar allows you to record user sessions and watch real interactions on your site. This insight is invaluable for understanding user behaviour and identifying usability issues.

  • Surveys and Feedback :
    Hotjar offers on-site surveys and feedback forms that can get triggered based on user behaviour. These tools help collect qualitative data from real users, providing valuable insights.

  • Recruitment Tool :
    Hotjar’s recruitment tool lets you recruit participants from your website for user testing. This feature streamlines the process of finding participants for usability studies.

  • Funnel and Form Analysis :
    Hotjar enables the tracking of user journeys through funnels. It provides insights into where users drop off during the conversion process. It also offers form analysis to optimise form completion rates.

  • User Polls :
    You can create customisable polls to engage with visitors. Gather specific feedback on your website, products, or services.

  Pros

  • Starting at $32 per month, Hotjar is a cost-effective solution for most businesses. 
  • Hotjar provides a user-friendly interface that is easy for the majority of users to pick up quickly.

  Cons

  • Does not provide traditional web analytics and requires combining with another tool, potentially creating a less streamlined and cohesive user experience, which can complicate conversion rate optimization efforts.
  • Hotjar’s limited integrations can hinder its ability to seamlessly work with other essential tools and platforms, potentially further complicating CRO.

  Comparison Table

  Please note : We aim to keep this table accurate and up to date. However, if you see any inaccuracies or outdated information, please email us at marketing@matomo.org

  To make comparing these tools even easier, we’ve put together a table for you to compare features and price points :

  

  Conclusion

  CRO tools and web analytics are essential for online success. Businesses thrive by investing wisely, understanding user behaviour and using targeted strategies. The key : generate traffic and convert it into leads and customers. The right tools and strategies lead to remarkable conversions and online success. Each click, each interaction, becomes an opportunity to create an engaging user journey. This careful orchestration of data and insight separates thriving businesses from the rest.

  Are you ready to embark on a journey toward improved conversions and enhanced user experiences ? Matomo offers analytics solutions meticulously designed to complement your CRO strategy. Take the next step in your CRO journey. Start your 21-day free trial today—no credit card required.

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