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• What is PII ? Your introduction to personally identifiable information

  15 janvier 2020, par Joselyn Khor — Analytics Tips, Privacy, Security
  Most websites you visit collect information about you via tools like Google Analytics and Matomo – sometimes collecting personally identifiable information (PII).

  When it comes to PII, people are becoming more concerned about data privacy. Identifiable information can be used for illegal purposes like identity theft and fraud. 

  So how can you protect yourself as an innocent internet browser ? In the case of website owners – how do you protect users and your company from falling prey to privacy breaches ?

  

  As one of the most trusted analytics companies, we feel our readers would benefit from being as informed as possible about data privacy issues and PII. Learn what it means, and what you can do to keep yours or others’ information safe.

  Table of Contents

  What does PII stand for ?

  PII acronym

  PII is an acronym for personally identifiable information.

  PII definition

  Personally identifiable information (PII) is a term used predominantly in the United States.

  The appendix of OMB M-10-23 (Guidance for Agency Use of Third-Party Website and Applications) gives this definition for PII :

  “The term ‘personally identifiable information’ refers to information which can be used to distinguish or trace an individual’s identity, such as their name, social security number, biometric records, etc. alone, or when combined with other personal or identifying information which is linked or linkable to a specific individual, such as date and place of birth, mother’s maiden name, etc.”

  What can be considered personally identifiable information (PII) ? Some PII examples :

  • Full name/usernames
  • Home address/mailing address
  • Email address
  • Credit card numbers
  • Date of birth
  • Phone numbers
  • Login details

  • Precise locations
  • Account numbers
  • Passwords
  • Security codes (including biometric records)
  • Personal identification numbers
  • Driver license number
  • Get a more comprehensive list here

  What’s non-PII ?

  Anonymous information, or information that can’t be traced back to an individual, can be considered non-PII.

  Who is affected by the exploitation of PII ?

  Anyone can be affected by the exploitation of personal data, where you have identity theft, account fraud and account takeovers. When websites resort to illegally selling or sharing your data and compromising your privacy, the fear is falling victim to such fraudulent activity. 

  PII can also be an issue when employees have access to the database and the data is not encrypted. For example, anyone working in a bank can access your accounts ; anyone working at Facebook may be able to read your messages. This shows how privacy breaches can easily happen when employees have access to PII.

  Website owner’s responsibility for data privacy (PII and analytics)

  To respect your website visitor’s privacy, best practice is to avoid collecting PII whenever possible. If you work in an industry which requires people to disclose personal information (e.g. healthcare, security industries, public sector), then you must ensure this data is collected and handled securely. 

  

  The US National Institute of Standards and Technology states : “The likelihood of harm caused by a breach involving PII is greatly reduced if an organisation minimises the amount of PII it uses, collects, and stores. For example, an organisation should only request PII in a new form if the PII is absolutely necessary.” 

  How you’re held accountable remains up to the privacy laws of the country you’re doing business in. Make sure you are fully aware of the privacy and data protection laws that relate specifically to you. 

  To reduce the risk of privacy breaches, try collecting as little PII as you can ; purging it as soon as you can ; and making sure your IT security is updated and protected against security threats. 

  If you’re using data collection tools like web analytics, data may be tracked through features like User ID, custom variables, and custom dimensions. Sometimes they are also harder to identify when they are present, for example, in page URLs, page titles, or referrers URLs. So make sure you’re optimising your web analytics tools’ settings to ensure you’re asking your users for consent and respecting users’ privacy.

  If you’re using a GDPR compliant tool like Matomo, learn how you can stop processing such personal data

  PII, GDPR and businesses in the US/EU

  Because PII is broad, you may run into confusion when considering PII and GDPR (which applies in the EU). The General Data Protection Regulation (GDPR) provides more safeguards for user privacy.

  GDPR grants people in the EU more rights concerning their “personal data” (more on PII vs personal data below). In the EU the GDPR restricts the collection and processing of personal data. The repercussions are severe penalties and fines for privacy infringements. Businesses are required to handle this personal data carefully. You can be fined up to 4% of their yearly revenue for data breaches or non-compliance. 

  

  Although there isn’t an overarching data protection law in the US, there are hundreds of laws on both the federal and state levels to protect the personal data of US residents. US Congress has also enacted industry-specific statutes related to data privacy, and the state of California passed the California Consumer Privacy Act. 

  To be on the safe side, if you are using analytics, follow matters relating to “personal data” in the GDPR. It’s all-encompassing when it comes to protecting user privacy. GDPR rules still apply whenever an EU citizen visits any non EU site (that processes personal data).

  Personally identifiable information (PII) vs personal data

  PII and “personal data” aren’t used interchangeably. All personal data can be PII, but not all PII can be defined as personal data.

  The definition of “personal data” according to the GDPR :

  

  This means “personal data” encompasses a greater number of identifiers which include the online sphere. Examples include : IP addresses and URL names. As well as seemingly “innocent” data like height, job position, company etc. 

  What’s considered personal data depends on the context. If a piece of information can be combined with others to establish someone’s identity then that can be considered personal data. 

  Under GDPR, when processing personal data, you need explicit consent. You need to ensure you’re compliant according to GDPR definitions of “personal data” not just what’s considered “PII”.

  How Matomo deals with PII and personal data

  Although Matomo Analytics is a web analytics software that tracks user activity on your website, we take privacy and PII very seriously – on both our Cloud and On-Premise offerings. 

  If you’re using Matomo and would like to know how you can be fully GDPR compliant and protect user privacy, read more :
  

  • Learn how to not process any personally identifiable information – Anonymise IP addresses, user IDs, and order IDs
  • Matomo protects user privacy by talking the talk and walking the walk
  • Stay ahead of the GDPR with a privacy-respecting analytics platform
  • 11 ways Matomo helps you protect your visitor’s privacy

  Disclaimer

  We are not lawyers and don’t claim to be. The information provided here is to help give an introduction to issues you may encounter when dealing with PII. We encourage every business and website to take data privacy seriously and discuss these issues with your lawyer if you have any concerns. 

  Additional resources :

  • https://www.consumeraffairs.com/finance/identity-theft-statistics.html#identity-theft-trends-in-2019
  • https://ec.europa.eu/info/law/law-topic/data-protection_en
  • https://iclg.com/practice-areas/data-protection-laws-and-regulations/usa
  • https://www.csoonline.com/article/3215864/how-to-protect-personally-identifiable-information-pii-under-gdpr.html
  • https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/key-definitions/what-is-personal-data/

• FFmpeg on aws lambda - Invalid NAL unit size

  28 juin 2020, par Lina Sharifi Moghaddam

  I am trying to run below :

  



  1- generate mp4 from one png image and a mp3 file

  



  2- overlay another png image on top of the previous video

  



  A-On my local environment (mac) things work perfect :

  



  1A-

  



  ffmpeg -loop 1 -i images/01.png -i audio_123e4567-e89b-12d3-a456-426655440000.mp3 -c:v libx264 -pix_fmt yuv420p -shortest 01.mp4 -y
ffmpeg version 4.0.2 Copyright (c) 2000-2018 the FFmpeg developers
  built with Apple LLVM version 9.0.0 (clang-900.0.39.2)
  configuration: --prefix=/usr/local/Cellar/ffmpeg/4.0.2 --enable-shared --enable-pthreads --enable-version3 --enable-hardcoded-tables --enable-avresample --cc=clang --host-cflags= --host-ldflags= --enable-gpl --enable-libmp3lame --enable-libx264 --enable-libxvid --enable-opencl --enable-videotoolbox --disable-lzma
  libavutil      56. 14.100 / 56. 14.100
  libavcodec     58. 18.100 / 58. 18.100
  libavformat    58. 12.100 / 58. 12.100
  libavdevice    58.  3.100 / 58.  3.100
  libavfilter     7. 16.100 /  7. 16.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  1.100 /  5.  1.100
  libswresample   3.  1.100 /  3.  1.100
  libpostproc    55.  1.100 / 55.  1.100
[png_pipe @ 0x7ff1ba000000] Stream #0: not enough frames to estimate rate; consider increasing probesize
Input #0, png_pipe, from 'images/01.png':
  Duration: N/A, bitrate: N/A
    Stream #0:0: Video: png, rgba(pc), 3360x2100 [SAR 5669:5669 DAR 8:5], 25 tbr, 25 tbn, 25 tbc
[mp3 @ 0x7ff1ba00fa00] Estimating duration from bitrate, this may be inaccurate
Input #1, mp3, from 'audio_123e4567-e89b-12d3-a456-426655440000.mp3':
  Metadata:
    encoder         : Lavf57.71.100
  Duration: 00:00:05.38, start: 0.000000, bitrate: 48 kb/s
    Stream #1:0: Audio: mp3, 22050 Hz, mono, fltp, 48 kb/s
Stream mapping:
  Stream #0:0 -> #0:0 (png (native) -> h264 (libx264))
  Stream #1:0 -> #0:1 (mp3 (mp3float) -> aac (native))
Press [q] to stop, [?] for help
[libx264 @ 0x7ff1ba021400] using SAR=1/1
[libx264 @ 0x7ff1ba021400] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2 AVX FMA3 BMI2 AVX2
[libx264 @ 0x7ff1ba021400] profile High, level 5.1
[libx264 @ 0x7ff1ba021400] 264 - core 152 r2854 e9a5903 - H.264/MPEG-4 AVC codec - Copyleft 2003-2017 - http://www.videolan.org/x264.html - options: cabac=1 ref=3 deblock=1:0:0 analyse=0x3:0x113 me=hex subme=7 psy=1 psy_rd=1.00:0.00 mixed_ref=1 me_range=16 chroma_me=1 trellis=1 8x8dct=1 cqm=0 deadzone=21,11 fast_pskip=1 chroma_qp_offset=-2 threads=12 lookahead_threads=2 sliced_threads=0 nr=0 decimate=1 interlaced=0 bluray_compat=0 constrained_intra=0 bframes=3 b_pyramid=2 b_adapt=1 b_bias=0 direct=1 weightb=1 open_gop=0 weightp=2 keyint=250 keyint_min=25 scenecut=40 intra_refresh=0 rc_lookahead=40 rc=crf mbtree=1 crf=23.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=1:1.00
Output #0, mp4, to '01.mp4':
  Metadata:
    encoder         : Lavf58.12.100
    Stream #0:0: Video: h264 (libx264) (avc1 / 0x31637661), yuv420p(progressive), 3360x2100 [SAR 1:1 DAR 8:5], q=-1--1, 25 fps, 12800 tbn, 25 tbc
    Metadata:
      encoder         : Lavc58.18.100 libx264
    Side data:
      cpb: bitrate max/min/avg: 0/0/0 buffer size: 0 vbv_delay: -1
    Stream #0:1: Audio: aac (LC) (mp4a / 0x6134706D), 22050 Hz, mono, fltp, 69 kb/s
    Metadata:
      encoder         : Lavc58.18.100 aac
frame=  191 fps= 19 q=-1.0 Lsize=     798kB time=00:00:07.52 bitrate= 868.8kbits/s speed=0.75x     
video:744kB audio:49kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 0.685866%
[libx264 @ 0x7ff1ba021400] frame I:1     Avg QP:13.38  size:706076
[libx264 @ 0x7ff1ba021400] frame P:48    Avg QP:13.63  size:   516
[libx264 @ 0x7ff1ba021400] frame B:142   Avg QP:23.33  size:   210
[libx264 @ 0x7ff1ba021400] consecutive B-frames:  0.5%  1.0%  0.0% 98.4%
[libx264 @ 0x7ff1ba021400] mb I  I16..4:  5.4% 81.4% 13.2%
[libx264 @ 0x7ff1ba021400] mb P  I16..4:  0.0%  0.0%  0.0%  P16..4:  0.8%  0.0%  0.0%  0.0%  0.0%    skip:99.2%
[libx264 @ 0x7ff1ba021400] mb B  I16..4:  0.0%  0.0%  0.0%  B16..8:  0.0%  0.0%  0.0%  direct: 0.0%  skip:100.0%  L0:10.7% L1:89.3% BI: 0.0%
[libx264 @ 0x7ff1ba021400] 8x8 transform intra:81.3% inter:99.4%
[libx264 @ 0x7ff1ba021400] coded y,uvDC,uvAC intra: 97.1% 1.7% 1.4% inter: 0.1% 0.0% 0.0%
[libx264 @ 0x7ff1ba021400] i16 v,h,dc,p:  1% 21% 66% 11%
[libx264 @ 0x7ff1ba021400] i8 v,h,dc,ddl,ddr,vr,hd,vl,hu:  9%  9% 45%  5%  7%  5%  5%  6%  8%
[libx264 @ 0x7ff1ba021400] i4 v,h,dc,ddl,ddr,vr,hd,vl,hu: 18% 14% 18% 10% 11%  8%  7%  6%  8%
[libx264 @ 0x7ff1ba021400] i8c dc,h,v,p: 97%  3%  1%  0%
[libx264 @ 0x7ff1ba021400] Weighted P-Frames: Y:0.0% UV:0.0%
[libx264 @ 0x7ff1ba021400] ref P L0: 98.3%  0.1%  1.3%  0.3%
[libx264 @ 0x7ff1ba021400] ref B L0: 35.0% 65.0%
[libx264 @ 0x7ff1ba021400] ref B L1: 94.6%  5.4%
[libx264 @ 0x7ff1ba021400] kb/s:796.51
[aac @ 0x7ff1ba022c00] Qavg: 2267.321


  



  2A-

  



  ffmpeg -i 01.mp4 -i square.png  -filter_complex "[0:v][1:v] overlay=12:12:enable='between(t,1,3)' "  -c:a copy -y temp.mp4
ffmpeg version 4.0.2 Copyright (c) 2000-2018 the FFmpeg developers
  built with Apple LLVM version 9.0.0 (clang-900.0.39.2)
  configuration: --prefix=/usr/local/Cellar/ffmpeg/4.0.2 --enable-shared --enable-pthreads --enable-version3 --enable-hardcoded-tables --enable-avresample --cc=clang --host-cflags= --host-ldflags= --enable-gpl --enable-libmp3lame --enable-libx264 --enable-libxvid --enable-opencl --enable-videotoolbox --disable-lzma
  libavutil      56. 14.100 / 56. 14.100
  libavcodec     58. 18.100 / 58. 18.100
  libavformat    58. 12.100 / 58. 12.100
  libavdevice    58.  3.100 / 58.  3.100
  libavfilter     7. 16.100 /  7. 16.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  1.100 /  5.  1.100
  libswresample   3.  1.100 /  3.  1.100
  libpostproc    55.  1.100 / 55.  1.100
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '01.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf58.12.100
  Duration: 00:00:07.64, start: 0.000000, bitrate: 855 kb/s
    Stream #0:0(und): Video: h264 (High) (avc1 / 0x31637661), yuv420p, 3360x2100 [SAR 1:1 DAR 8:5], 797 kb/s, 25 fps, 25 tbr, 12800 tbn, 50 tbc (default)
    Metadata:
      handler_name    : VideoHandler
    Stream #0:1(und): Audio: aac (LC) (mp4a / 0x6134706D), 22050 Hz, mono, fltp, 73 kb/s (default)
    Metadata:
      handler_name    : SoundHandler
Input #1, png_pipe, from 'square.png':
  Duration: N/A, bitrate: N/A
    Stream #1:0: Video: png, rgba(pc), 90x90 [SAR 1:1 DAR 1:1], 25 tbr, 25 tbn, 25 tbc
Stream mapping:
  Stream #0:0 (h264) -> overlay:main
  Stream #1:0 (png) -> overlay:overlay
  overlay -> Stream #0:0 (libx264)
  Stream #0:1 -> #0:1 (copy)
Press [q] to stop, [?] for help
[libx264 @ 0x7f8e22006e00] using SAR=1/1
[libx264 @ 0x7f8e22006e00] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2 AVX FMA3 BMI2 AVX2
[libx264 @ 0x7f8e22006e00] profile High, level 5.1
[libx264 @ 0x7f8e22006e00] 264 - core 152 r2854 e9a5903 - H.264/MPEG-4 AVC codec - Copyleft 2003-2017 - http://www.videolan.org/x264.html - options: cabac=1 ref=3 deblock=1:0:0 analyse=0x3:0x113 me=hex subme=7 psy=1 psy_rd=1.00:0.00 mixed_ref=1 me_range=16 chroma_me=1 trellis=1 8x8dct=1 cqm=0 deadzone=21,11 fast_pskip=1 chroma_qp_offset=-2 threads=12 lookahead_threads=2 sliced_threads=0 nr=0 decimate=1 interlaced=0 bluray_compat=0 constrained_intra=0 bframes=3 b_pyramid=2 b_adapt=1 b_bias=0 direct=1 weightb=1 open_gop=0 weightp=2 keyint=250 keyint_min=25 scenecut=40 intra_refresh=0 rc_lookahead=40 rc=crf mbtree=1 crf=23.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=1:1.00
Output #0, mp4, to 'temp.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf58.12.100
    Stream #0:0: Video: h264 (libx264) (avc1 / 0x31637661), yuv420p, 3360x2100 [SAR 1:1 DAR 8:5], q=-1--1, 25 fps, 12800 tbn, 25 tbc (default)
    Metadata:
      encoder         : Lavc58.18.100 libx264
    Side data:
      cpb: bitrate max/min/avg: 0/0/0 buffer size: 0 vbv_delay: -1
    Stream #0:1(und): Audio: aac (LC) (mp4a / 0x6134706D), 22050 Hz, mono, fltp, 73 kb/s (default)
    Metadata:
      handler_name    : SoundHandler
frame=  191 fps= 40 q=-1.0 Lsize=     780kB time=00:00:07.52 bitrate= 849.4kbits/s speed=1.56x    
video:726kB audio:49kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 0.701603%
[libx264 @ 0x7f8e22006e00] frame I:1     Avg QP:13.38  size:697836
[libx264 @ 0x7f8e22006e00] frame P:48    Avg QP:15.44  size:   284
[libx264 @ 0x7f8e22006e00] frame B:142   Avg QP:23.34  size:   218
[libx264 @ 0x7f8e22006e00] consecutive B-frames:  0.5%  1.0%  0.0% 98.4%
[libx264 @ 0x7f8e22006e00] mb I  I16..4:  6.1% 81.0% 13.0%
[libx264 @ 0x7f8e22006e00] mb P  I16..4:  0.0%  0.0%  0.0%  P16..4:  0.1%  0.0%  0.0%  0.0%  0.0%    skip:99.9%
[libx264 @ 0x7f8e22006e00] mb B  I16..4:  0.0%  0.0%  0.0%  B16..8:  0.1%  0.0%  0.0%  direct: 0.0%  skip:99.9%  L0:49.9% L1:49.8% BI: 0.3%
[libx264 @ 0x7f8e22006e00] 8x8 transform intra:80.9% inter:78.2%
[libx264 @ 0x7f8e22006e00] coded y,uvDC,uvAC intra: 96.5% 1.7% 1.4% inter: 0.0% 0.0% 0.0%
[libx264 @ 0x7f8e22006e00] i16 v,h,dc,p:  2% 28% 63%  8%
[libx264 @ 0x7f8e22006e00] i8 v,h,dc,ddl,ddr,vr,hd,vl,hu:  9%  9% 43%  6%  7%  6%  6%  6%  8%
[libx264 @ 0x7f8e22006e00] i4 v,h,dc,ddl,ddr,vr,hd,vl,hu: 19% 13% 19% 10% 10%  8%  7%  6%  8%
[libx264 @ 0x7f8e22006e00] i8c dc,h,v,p: 96%  3%  1%  0%
[libx264 @ 0x7f8e22006e00] Weighted P-Frames: Y:0.0% UV:0.0%
[libx264 @ 0x7f8e22006e00] ref P L0: 64.8%  0.3% 13.8% 21.1%
[libx264 @ 0x7f8e22006e00] ref B L0: 34.0% 64.9%  1.0%
[libx264 @ 0x7f8e22006e00] ref B L1: 99.0%  1.0%
[libx264 @ 0x7f8e22006e00] kb/s:777.46


  



  B- When I try the same on aws lambda , I get encoding erros and the overlay command fails. (Tried two different ffmpeg build on lambda, local build and official static 64bit build )

  



  1B-

  



  ffmpeg version N-92107-g4901fa1 Copyright (c) 2000-2018 the FFmpeg developers
built with gcc 4.4.7 (GCC) 20120313 (Red Hat 4.4.7-23)
configuration: --prefix=/home/centos/ffmpeg_build --pkg-config-flags=--static --extra-cflags=-I/home/centos/ffmpeg_build/include --extra-ldflags=-L/home/centos/ffmpeg_build/lib --extra-libs=-lpthread --extra-libs=-lm --bindir=/home/centos/bin --enable-gpl --enable-libfdk_aac --enable-libfreetype --enable-libmp3lame --enable-libvpx --enable-libx264 --enable-nonfree
libavutil 56. 19.101 / 56. 19.101
libavcodec 58. 32.100 / 58. 32.100
libavformat 58. 18.104 / 58. 18.104
libavdevice 58. 4.105 / 58. 4.105
libavfilter 7. 33.100 / 7. 33.100
libswscale 5. 2.100 / 5. 2.100
libswresample 3. 2.100 / 3. 2.100
libpostproc 55. 2.100 / 55. 2.100
[png_pipe @ 0x7f85a5b6c740] Stream #0: not enough frames to estimate rate; consider increasing probesize
Input #0, png_pipe, from '/tmp/01.png':
Duration: N/A, bitrate: N/A
Stream #0:0: Video: png, rgba(pc), 3360x2100 [SAR 5669:5669 DAR 8:5], 25 tbr, 25 tbn, 25 tbc
[mp3 @ 0x7f85a5b6f300] Estimating duration from bitrate, this may be inaccurate
Input #1, mp3, from '/tmp/audio_123e4567-e89b-12d3-a456-426655440000.mp3':
Metadata:
encoder : Lavf57.71.100
Duration: 00:00:05.38, start: 0.000000, bitrate: 48 kb/s
Stream #1:0: Audio: mp3, 22050 Hz, mono, fltp, 48 kb/s
Stream mapping:
Stream #0:0 -> #0:0 (png (native) -> h264 (libx264))
Stream #1:0 -> #0:1 (mp3 (mp3float) -> aac (native))
Press [q] to stop, [?] for help
[libx264 @ 0x7f85a5b84880] using SAR=1/1
[libx264 @ 0x7f85a5b84880] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2 AVX
[libx264 @ 0x7f85a5b84880] profile High, level 5.1, 4:2:0, 8-bit
[libx264 @ 0x7f85a5b84880] 264 - core 157 - H.264/MPEG-4 AVC codec - Copyleft 2003-2018 - http://www.videolan.org/x264.html - options: cabac=1 ref=3 deblock=1:-3:-3 analyse=0x3:0x113 me=hex subme=7 psy=1 psy_rd=2.00:0.70 mixed_ref=1 me_range=16 chroma_me=1 trellis=1 8x8dct=1 cqm=0 deadzone=21,11 fast_pskip=1 chroma_qp_offset=-4 threads=3 lookahead_threads=1 sliced_threads=0 nr=0 decimate=1 interlaced=0 bluray_compat=0 constrained_intra=0 bframes=3 b_pyramid=2 b_adapt=1 b_bias=0 direct=1 weightb=1 open_gop=0 weightp=2 keyint=250 keyint_min=25 scenecut=40 intra_refresh=0 rc_lookahead=40 rc=crf mbtree=1 crf=18.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=1:1.20
Output #0, mp4, to '/tmp/01.mp4':
Metadata:
encoder : Lavf58.18.104
Stream #0:0: Video: h264 (libx264) (avc1 / 0x31637661), yuv420p(progressive), 3360x2100 [SAR 1:1 DAR 8:5], q=-1--1, 25 fps, 12800 tbn, 25 tbc
Metadata:
encoder : Lavc58.32.100 libx264
Side data:
cpb: bitrate max/min/avg: 0/0/0 buffer size: 0 vbv_delay: -1
Stream #0:1: Audio: aac (LC) (mp4a / 0x6134706D), 22050 Hz, mono, fltp, 69 kb/s
Metadata:
encoder : Lavc58.32.100 aac
frame= 6 fps=0.0 q=0.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 12 fps= 11 q=0.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 18 fps= 11 q=0.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 24 fps= 11 q=0.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 30 fps= 11 q=0.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 36 fps= 11 q=0.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 42 fps= 11 q=0.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 47 fps=9.6 q=0.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 48 fps=7.9 q=23.0 size= 0kB time=00:00:00.00 bitrate=N/A speed= 0x 
frame= 51 fps=7.7 q=23.0 size= 1536kB time=00:00:00.04 bitrate=270958.1kbits/s speed=0.00697x 
frame= 51 fps=7.1 q=23.0 size= 1536kB time=00:00:00.04 bitrate=270958.1kbits/s speed=0.00645x 
frame= 53 fps=6.7 q=23.0 size= 1536kB time=00:00:00.13 bitrate=90319.4kbits/s speed=0.0176x 
frame= 55 fps=6.5 q=23.0 size= 1536kB time=00:00:00.23 bitrate=54191.6kbits/s speed=0.0273x 
frame= 57 fps=6.0 q=23.0 size= 1536kB time=00:00:00.32 bitrate=38708.4kbits/s speed=0.0344x 
frame= 60 fps=5.7 q=23.0 size= 1792kB time=00:00:00.41 bitrate=35124.1kbits/s speed=0.0397x 
frame= 62 fps=5.6 q=23.0 size= 1792kB time=00:00:00.55 bitrate=26343.1kbits/s speed=0.0505x 
frame= 64 fps=5.5 q=23.0 size= 1792kB time=00:00:00.60 bitrate=24316.7kbits/s speed=0.0522x 
frame= 66 fps=5.4 q=23.0 size= 1792kB time=00:00:00.65 bitrate=22579.8kbits/s speed=0.0532x 
frame= 67 fps=5.2 q=23.0 size= 1792kB time=00:00:00.74 bitrate=19757.3kbits/s speed=0.0582x 
frame= 69 fps=5.1 q=23.0 size= 1792kB time=00:00:00.78 bitrate=18595.1kbits/s speed=0.0579x 
frame= 71 fps=5.0 q=23.0 size= 1792kB time=00:00:00.88 bitrate=16637.7kbits/s speed=0.0616x 
frame= 73 fps=4.9 q=23.0 size= 1792kB time=00:00:00.92 bitrate=15805.9kbits/s speed=0.0627x 
frame= 75 fps=4.8 q=23.0 size= 2048kB time=00:00:01.02 bitrate=16421.6kbits/s speed=0.0654x 
frame= 77 fps=4.7 q=23.0 size= 2048kB time=00:00:01.16 bitrate=14451.0kbits/s speed=0.0709x 
frame= 80 fps=4.7 q=23.0 size= 2048kB time=00:00:01.20 bitrate=13895.2kbits/s speed=0.0713x 
frame= 81 fps=4.6 q=23.0 size= 2048kB time=00:00:01.25 bitrate=13380.6kbits/s speed=0.0707x 
frame= 83 fps=4.5 q=23.0 size= 2048kB time=00:00:01.39 bitrate=12042.5kbits/s speed=0.0757x 
frame= 85 fps=4.4 q=23.0 size= 2048kB time=00:00:01.43 bitrate=11654.0kbits/s speed=0.0748x 
frame= 88 fps=4.4 q=23.0 size= 2048kB time=00:00:01.53 bitrate=10947.7kbits/s speed=0.0771x 
frame= 89 fps=4.3 q=23.0 size= 2048kB time=00:00:01.57 bitrate=10625.7kbits/s speed=0.0764x 
frame= 92 fps=4.2 q=23.0 size= 2048kB time=00:00:01.71 bitrate=9764.2kbits/s speed=0.0789x 
frame= 95 fps=4.3 q=23.0 size= 2048kB time=00:00:01.81 bitrate=9263.5kbits/s speed=0.0811x 
frame= 96 fps=4.2 q=23.0 size= 2048kB time=00:00:01.85 bitrate=9031.9kbits/s speed=0.0809x 
frame= 97 fps=4.1 q=23.0 size= 2048kB time=00:00:01.90 bitrate=8811.6kbits/s speed=0.0811x 
frame= 99 fps=4.1 q=23.0 size= 2304kB time=00:00:01.99 bitrate=9452.0kbits/s speed=0.0831x 
frame= 102 fps=4.1 q=23.0 size= 2304kB time=00:00:02.08 bitrate=9031.9kbits/s speed=0.0849x 
frame= 102 fps=4.1 q=23.0 size= 2304kB time=00:00:02.08 bitrate=9031.9kbits/s speed=0.0831x 
frame= 104 fps=4.1 q=23.0 size= 2304kB time=00:00:02.22 bitrate=8467.4kbits/s speed=0.0868x 
frame= 106 fps=4.0 q=23.0 size= 2304kB time=00:00:02.27 bitrate=8294.6kbits/s speed=0.0859x 
frame= 109 fps=4.0 q=23.0 size= 2304kB time=00:00:02.36 bitrate=7969.3kbits/s speed=0.0873x 
frame= 109 fps=3.9 q=23.0 size= 2304kB time=00:00:02.41 bitrate=7816.0kbits/s speed=0.0872x 
frame= 112 fps=3.9 q=23.0 size= 2304kB time=00:00:02.50 bitrate=7526.6kbits/s speed=0.0877x 
frame= 114 fps=3.9 q=23.0 size= 2304kB time=00:00:02.64 bitrate=7130.4kbits/s speed=0.0904x 
frame= 117 fps=3.8 q=23.0 size= 2304kB time=00:00:02.69 bitrate=7007.5kbits/s speed=0.0884x 
frame= 119 fps=3.8 q=23.0 size= 2560kB time=00:00:02.83 bitrate=7403.2kbits/s speed=0.0913x 
frame= 120 fps=3.8 q=23.0 size= 2560kB time=00:00:02.83 bitrate=7403.2kbits/s speed=0.0898x 
frame= 122 fps=3.8 q=23.0 size= 2560kB time=00:00:02.92 bitrate=7168.1kbits/s speed=0.0913x 
frame= 124 fps=3.8 q=23.0 size= 2560kB time=00:00:02.97 bitrate=7056.1kbits/s speed=0.0911x 
frame= 125 fps=3.8 q=23.0 size= 2560kB time=00:00:03.06 bitrate=6842.3kbits/s speed=0.0924x 
frame= 127 fps=3.8 q=23.0 size= 2560kB time=00:00:03.11 bitrate=6740.2kbits/s speed=0.0923x 
frame= 128 fps=3.7 q=23.0 size= 2560kB time=00:00:03.15 bitrate=6641.1kbits/s speed=0.0919x 
frame= 131 fps=3.7 q=23.0 size= 2560kB time=00:00:03.25 bitrate=6451.3kbits/s speed=0.0923x 
frame= 133 fps=3.7 q=23.0 size= 2560kB time=00:00:03.34 bitrate=6272.1kbits/s speed=0.0929x 
frame= 135 fps=3.7 q=23.0 size= 2560kB time=00:00:03.48 bitrate=6021.2kbits/s speed=0.0954x 
frame= 138 fps=3.7 q=23.0 size= 2560kB time=00:00:03.52 bitrate=5942.0kbits/s speed=0.0945x 
frame= 139 fps=3.6 q=23.0 size= 2816kB time=00:00:03.57 bitrate=6451.3kbits/s speed=0.0937x 
frame= 142 fps=3.6 q=23.0 size= 2816kB time=00:00:03.71 bitrate=6209.4kbits/s speed=0.0951x 
frame= 145 fps=3.7 q=23.0 size= 2816kB time=00:00:03.80 bitrate=6057.9kbits/s speed=0.096x 
frame= 145 fps=3.6 q=23.0 size= 2816kB time=00:00:03.80 bitrate=6057.9kbits/s speed=0.0948x 
frame= 148 fps=3.6 q=23.0 size= 2816kB time=00:00:03.94 bitrate=5844.1kbits/s speed=0.0957x 
frame= 152 fps=3.6 q=23.0 size= 2816kB time=00:00:04.08 bitrate=5644.9kbits/s speed=0.0967x 
frame= 153 fps=3.6 q=23.0 size= 2816kB time=00:00:04.13 bitrate=5581.5kbits/s speed=0.0961x 
frame= 156 fps=3.5 q=23.0 size= 2816kB time=00:00:04.31 bitrate=5341.4kbits/s speed=0.0979x 
frame= 160 fps=3.6 q=23.0 size= 2816kB time=00:00:04.41 bitrate=5229.0kbits/s speed=0.0983x 
frame= 161 fps=3.5 q=23.0 size= 3072kB time=00:00:04.50 bitrate=5586.7kbits/s speed=0.0987x 
frame= 163 fps=3.5 q=23.0 size= 3072kB time=00:00:04.55 bitrate=5529.7kbits/s speed=0.0983x 
frame= 165 fps=3.5 q=23.0 size= 3072kB time=00:00:04.64 bitrate=5419.1kbits/s speed=0.0984x 
frame= 168 fps=3.5 q=23.0 size= 3072kB time=00:00:04.73 bitrate=5312.8kbits/s speed=0.0982x 
frame= 170 fps=3.5 q=23.0 size= 3072kB time=00:00:04.82 bitrate=5210.7kbits/s speed=0.0989x 
frame= 172 fps=3.5 q=23.0 size= 3072kB time=00:00:04.92 bitrate=5112.4kbits/s speed=0.0995x 
frame= 174 fps=3.5 q=23.0 size= 3072kB time=00:00:04.96 bitrate=5064.6kbits/s speed=0.0991x 
frame= 176 fps=3.5 q=23.0 size= 3072kB time=00:00:05.06 bitrate=4971.6kbits/s speed=0.0993x 
frame= 178 fps=3.4 q=23.0 size= 3072kB time=00:00:05.15 bitrate=4882.1kbits/s speed=0.0998x 
frame= 181 fps=3.4 q=23.0 size= 3072kB time=00:00:05.24 bitrate=4795.7kbits/s speed=0.0995x 
frame= 182 fps=2.9 q=-1.0 Lsize= 3597kB time=00:00:07.16 bitrate=4115.3kbits/s speed=0.113x 
video:3543kB audio:49kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 0.148349%
[libx264 @ 0x7f85a5b84880] frame I:1 Avg QP: 7.45 size:1298948
[libx264 @ 0x7f85a5b84880] frame P:46 Avg QP: 8.09 size: 44457
[libx264 @ 0x7f85a5b84880] frame B:135 Avg QP:17.27 size: 2100
[libx264 @ 0x7f85a5b84880] consecutive B-frames: 1.1% 0.0% 0.0% 98.9%
[libx264 @ 0x7f85a5b84880] mb I I16..4: 24.5% 22.8% 52.6%
[libx264 @ 0x7f85a5b84880] mb P I16..4: 0.0% 0.0% 0.0% P16..4: 15.2% 0.1% 0.7% 0.0% 0.0% skip:84.0%
[libx264 @ 0x7f85a5b84880] mb B I16..4: 0.0% 0.0% 0.0% B16..8: 11.9% 0.0% 0.0% direct: 0.0% skip:88.1% L0:69.1% L1:30.8% BI: 0.0%
[libx264 @ 0x7f85a5b84880] 8x8 transform intra:23.0% inter:72.2%
[libx264 @ 0x7f85a5b84880] coded y,uvDC,uvAC intra: 97.3% 2.2% 1.9% inter: 2.9% 0.0% 0.0%
[libx264 @ 0x7f85a5b84880] i16 v,h,dc,p: 1% 5% 83% 11%
[libx264 @ 0x7f85a5b84880] i8 v,h,dc,ddl,ddr,vr,hd,vl,hu: 11% 12% 39% 7% 6% 6% 4% 6% 9%
[libx264 @ 0x7f85a5b84880] i4 v,h,dc,ddl,ddr,vr,hd,vl,hu: 14% 12% 21% 10% 10% 8% 7% 7% 9%
[libx264 @ 0x7f85a5b84880] i8c dc,h,v,p: 96% 3% 0% 0%
[libx264 @ 0x7f85a5b84880] Weighted P-Frames: Y:0.0% UV:0.0%
[libx264 @ 0x7f85a5b84880] ref P L0: 47.1% 0.0% 52.2% 0.7%
[libx264 @ 0x7f85a5b84880] ref B L0: 55.4% 44.4% 0.2%
[libx264 @ 0x7f85a5b84880] ref B L1: 98.6% 1.4%
[libx264 @ 0x7f85a5b84880] kb/s:3986.16
[aac @ 0x7f85a5b95f40] Qavg: 2267.321


  



  2B-

  



      ffmpeg version N-92107-g4901fa1 Copyright (c) 2000-2018 the FFmpeg developers
built with gcc 4.4.7 (GCC) 20120313 (Red Hat 4.4.7-23)
configuration: --prefix=/home/centos/ffmpeg_build --pkg-config-flags=--static --extra-cflags=-I/home/centos/ffmpeg_build/include --extra-ldflags=-L/home/centos/ffmpeg_build/lib --extra-libs=-lpthread --extra-libs=-lm --bindir=/home/centos/bin --enable-gpl --enable-libfdk_aac --enable-libfreetype --enable-libmp3lame --enable-libvpx --enable-libx264 --enable-nonfree
libavutil 56. 19.101 / 56. 19.101
libavcodec 58. 32.100 / 58. 32.100
libavformat 58. 18.104 / 58. 18.104
libavdevice 58. 4.105 / 58. 4.105
libavfilter 7. 33.100 / 7. 33.100
libswscale 5. 2.100 / 5. 2.100
libswresample 3. 2.100 / 3. 2.100
libpostproc 55. 2.100 / 55. 2.100
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '/tmp/01.mp4':
Metadata:
major_brand : isom
minor_version : 512
compatible_brands: isomiso2avc1mp41
encoder : Lavf58.18.104
Duration: 00:00:07.28, start: 0.000000, bitrate: 4047 kb/s
Stream #0:0(und): Video: h264 (High) (avc1 / 0x31637661), yuv420p, 3360x2100 [SAR 1:1 DAR 8:5], 3986 kb/s, 25 fps, 25 tbr, 12800 tbn, 50 tbc (default)
Metadata:
handler_name : VideoHandler
Stream #0:1(und): Audio: aac (LC) (mp4a / 0x6134706D), 22050 Hz, mono, fltp, 73 kb/s (default)
Metadata:
handler_name : SoundHandler
Input #1, png_pipe, from '/tmp/square.png':
Duration: N/A, bitrate: N/A
Stream #1:0: Video: png, rgba(pc), 90x90 [SAR 1:1 DAR 1:1], 25 tbr, 25 tbn, 25 tbc
Stream mapping:
Stream #0:0 (h264) -> overlay:main
Stream #1:0 (png) -> overlay:overlay
overlay -> Stream #0:0 (libx264)
Stream #0:1 -> #0:1 (copy)
Press [q] to stop, [?] for help
[h264 @ 0x7f39d841d7c0] Invalid NAL unit size (2944577 > 11502).
[h264 @ 0x7f39d841d7c0] Error splitting the input into NAL units.
[h264 @ 0x7f39d8379a00] concealing 24601 DC, 24601 AC, 24601 MV errors in P frame
[h264 @ 0x7f39d839eec0] Invalid NAL unit size (1049345 > 4099).
[h264 @ 0x7f39d839eec0] Error splitting the input into NAL units.
Error while decoding stream #0:0: Invalid data found when processing input
[h264 @ 0x7f39d8379a00] Invalid NAL unit size (127861151 > 1951).
[h264 @ 0x7f39d8379a00] Error splitting the input into NAL units.
Error while decoding stream #0:0: Invalid data found when processing input
[h264 @ 0x7f39d841d7c0] Invalid NAL unit size (-1415429733 > 43938).
[h264 @ 0x7f39d841d7c0] Error splitting the input into NAL units.
Error while decoding stream #0:0: Invalid data found when processing input
Error while decoding stream #0:0: Invalid data found when processing input
[h264 @ 0x7f39d8379a00] Invalid NAL unit size (-1582612070 > 41387).
[h264 @ 0x7f39d8379a00] Error splitting the input into NAL units.
Error while decoding stream #0:0: Invalid data found when processing input
**** lots of the same NAL issue ****
Error while decoding stream #0:0: Invalid data found when processing input
[h264 @ 0x7f39d839eec0] Invalid NAL unit size (128188831 > 1956).
[h264 @ 0x7f39d839eec0] Error splitting the input into NAL units.
Error while decoding stream #0:0: Invalid data found when processing input
[h264 @ 0x7f39d8379a00] Invalid NAL unit size (13779355 > 210).
[h264 @ 0x7f39d8379a00] Error splitting the input into NAL units.
Error while decoding stream #0:0: Invalid data found when processing input
Last message repeated 1 times
[libx264 @ 0x7f39d838df00] using SAR=1/1
[libx264 @ 0x7f39d838df00] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2 AVX
[libx264 @ 0x7f39d838df00] profile High, level 5.1, 4:2:0, 8-bit
[libx264 @ 0x7f39d838df00] 264 - core 157 - H.264/MPEG-4 AVC codec - Copyleft 2003-2018 - http://www.videolan.org/x264.html - options: cabac=1 ref=3 deblock=1:0:0 analyse=0x3:0x113 me=hex subme=7 psy=1 psy_rd=1.00:0.00 mixed_ref=1 me_range=16 chroma_me=1 trellis=1 8x8dct=1 cqm=0 deadzone=21,11 fast_pskip=1 chroma_qp_offset=-2 threads=3 lookahead_threads=1 sliced_threads=0 nr=0 decimate=1 interlaced=0 bluray_compat=0 constrained_intra=0 bframes=3 b_pyramid=2 b_adapt=1 b_bias=0 direct=1 weightb=1 open_gop=0 weightp=2 keyint=250 keyint_min=25 scenecut=40 intra_refresh=0 rc_lookahead=40 rc=crf mbtree=1 crf=23.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=1:1.00
Output #0, mp4, to '/tmp/temp.mp4':
Metadata:
major_brand : isom
minor_version : 512
compatible_brands: isomiso2avc1mp41
encoder : Lavf58.18.104
Stream #0:0: Video: h264 (libx264) (avc1 / 0x31637661), yuv420p, 3360x2100 [SAR 1:1 DAR 8:5], q=-1--1, 25 fps, 12800 tbn, 25 tbc (default)
Metadata:
encoder : Lavc58.32.100 libx264
Side data:
cpb: bitrate max/min/avg: 0/0/0 buffer size: 0 vbv_delay: -1
Stream #0:1(und): Audio: aac (LC) (mp4a / 0x6134706D), 22050 Hz, mono, fltp, 73 kb/s (default)
Metadata:
handler_name : SoundHandler
frame= 5 fps=3.2 q=-1.0 Lsize= 360kB time=00:00:05.34 bitrate= 552.0kbits/s dup=3 drop=0 speed=3.44x 
video:309kB audio:49kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 0.543219%
[libx264 @ 0x7f39d838df00] frame I:1 Avg QP:19.79 size:301308
[libx264 @ 0x7f39d838df00] frame P:1 Avg QP:27.65 size: 4760
[libx264 @ 0x7f39d838df00] frame B:3 Avg QP:23.24 size: 3347
[libx264 @ 0x7f39d838df00] consecutive B-frames: 20.0% 0.0% 0.0% 80.0%
[libx264 @ 0x7f39d838df00] mb I I16..4: 2.3% 82.9% 14.8%
[libx264 @ 0x7f39d838df00] mb P I16..4: 0.1% 0.0% 0.0% P16..4: 5.6% 0.2% 4.5% 0.0% 0.0% skip:89.4%
[libx264 @ 0x7f39d838df00] mb B I16..4: 0.0% 0.0% 0.0% B16..8: 16.0% 0.0% 0.0% direct: 0.0% skip:84.0% L0:13.4% L1:86.6% BI: 0.0%
[libx264 @ 0x7f39d838df00] 8x8 transform intra:82.8% inter:92.8%
[libx264 @ 0x7f39d838df00] coded y,uvDC,uvAC intra: 92.0% 1.6% 1.2% inter: 0.6% 0.0% 0.0%
[libx264 @ 0x7f39d838df00] i16 v,h,dc,p: 18% 72% 4% 6%
[libx264 @ 0x7f39d838df00] i8 v,h,dc,ddl,ddr,vr,hd,vl,hu: 10% 9% 49% 6% 6% 5% 4% 5% 6%
[libx264 @ 0x7f39d838df00] i4 v,h,dc,ddl,ddr,vr,hd,vl,hu: 17% 14% 26% 9% 10% 7% 6% 5% 5%
[libx264 @ 0x7f39d838df00] i8c dc,h,v,p: 96% 3% 1% 0%
[libx264 @ 0x7f39d838df00] Weighted P-Frames: Y:0.0% UV:0.0%
[libx264 @ 0x7f39d838df00] ref B L0: 99.8% 0.2%
[libx264 @ 0x7f39d838df00] ref B L1: 91.7% 8.3%
[libx264 @ 0x7f39d838df00] kb/s:12644.32
Conversion failed!


  


• 11 of the Most Effective Conversion Rate Optimisation Best Practices

  14 février 2024, par Erin

  Driving more traffic to your website is hard work, but it’s still only half the battle. 

  You don’t just need to acquire new users ; you need to make sure as many convert as possible to make your digital marketing efforts worthwhile.

  That’s why improving your site’s conversion rate is so important. It will also help you get more value from your existing traffic source and keep you in line with your competitors. It’s also probably a lot easier than you think — especially if you adopt optimisation strategies that have been proven to be profitable time and time again. 

  In this article, we’ll show some of the most powerful, innovative and tried-and-tested conversion rate optimisation strategies you can implement immediately. 

  What is conversion rate optimisation ?

  First, let’s look at what conversion rate optimisation means. Conversion rate optimisation is the practice of improving elements of your website to increase the number of users who take a desired action and turn visitors into customers. 

  Common conversion goals include :

  • Making a purchase
  • Adding an item to a shopping cart
  • Signing up for a newsletter
  • Registering for a free trial
  • Downloading an ebook
  • Watching a video

  It doesn’t matter what your goal is. Using one of the following conversion rate optimisation best practices can send your conversions soaring. 

  11 conversion rate optimisation best practices 

  Are you ready to roll up your sleeves and get to work ? Then use one or more of the following best practices to improve your return on investment. 

  Set a clear goals and hypothesis

  When running an A/B or multivariate test, you need a clear idea of what you are testing and why. 

  A goal (a statement about what you want to achieve) and a hypothesis (a statement about what you expect to happen) clarify the problem you are trying to solve and give you a definitive way to judge the experiment’s results. 

  Confused ? Just use this template :

  We aim to [insert goal] by testing [insert test] on [insert page]. We expect that [insert test] will increase [insert metric] because [insert reason].

  Make sure your goals are directly related to the experiment. If you are testing your CTA button, the goal should be getting more users to click the button. It shouldn’t be a goal further down the conversion funnel, like making a purchase. 

  Start with A/B tests

  A/B testing is one of the easiest and most effective ways to run experiments to improve your current conversion rate. So, it’s no wonder that the A/B testing software market was expected to be worth $1.2 billion in 2023 and hit $3.6 billion by 2033. 

  Also known as split testing, A/B testing allows you to directly compare the conversion performance of two elements on your page, like the colour of your CTA button or your headline copy.

  

  You can go even further with multivariate testing, which lets you test two or more changes against a single control. 

  For example, the screenshot above shows the results of a multivariate test between a standard header, a wide header and a small header using Matomo’s A/B testing tool. As you can see, the wider header has a much higher conversion, and the increase was statistically significant. 

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  Tweak your CTAs

  Calls to action (CTAs) are page elements that prompt users to respond immediately. They are usually buttons but can also be images or plain text links. 

  What your CTAs say, how they look, and where they are placed can greatly impact your site’s conversion rates. As such, this is one of the elements you’ll want to optimise first. 

  There are several tweaks you can test, including your CTA’s :

  • Colour 
  • Length 
  • Copy
  • Placement 

  You can even test the impact of removing CTA banners and using text-based CTAs on your conversion rates.

  You should test out personalising CTAs, too. Research shows that personalised CTAs perform 202% better than standard calls to action. 

  Revise your web copy

  You can use several strategies to improve your website’s copy and generate more conversions. 

  Optimising copy for search engines can increase traffic and generate more conversions, for example. But that shouldn’t make your copy any less impactful. Bear search engines in mind, by all means, but make sure you are speaking to the needs and desires of your potential customers. Your copy needs to convince users that your product can solve their problems. 

  Nowhere is this more important than your headlines. These will be the first thing users read, so make sure they sell your USP and highlight pain points.

  Don’t just guess at the kind of messaging that will move the needle, however. Constantly test new headlines and continue doing so even after you’ve started seeing success. The results may surprise you. TruckersReport, a site that helps people become truck drivers, boosted opt-ins by 21.7% by revising its landing page headline, among other changes. 

  Make sure there are no spelling mistakes in your copy, either. Misspelt words, poor grammar and bad formatting make your website look unprofessional and untrustworthy. Even if the rest of your copy is incredibly enticing, these rookie errors can be enough to turn customers off. 

  Simplify your site’s navigation

  A website’s navigation is an often overlooked factor in conversion rate optimisation, but simplifying it can make it much easier for users to take action. 

  If you’ve ever used a poorly designed e-commerce store, you know how confusing and overwhelming bad navigation can be. Research shows that a whopping 82% of stores don’t divide their navigation into manageable chunks. 

  The trick is to simplify your navigation as much as possible. As you can see in the screenshot below, our navigation only has five headers and a call to action. It’s easy to find exactly what you’re looking for, and you can’t miss the big green CTA button. 

  

  Alternatively, you can test what happens when you completely remove your navigation. Brands usually do this on landing pages where the only action they want the user to take is to make a purchase. 

  

  It’s exactly the strategy we’ve used on our free trial landing page. 

  Leverage heatmaps

  Analytics tools — and heatmaps in particular — can help you understand user behaviour and optimise accordingly. 

  Heatmaps are a visual representation of user interaction on your page. Red and yellow represent high levels of user interaction, and blue and green represent low levels of interaction.

  

  As you can see in the screenshot above, our CTA button has some of the highest levels of engagement on the page, telling us that it’s well-positioned. Given the focus on the site’s navigation, we can also assume we are correct to have a CTA button in there — something we can confirm using our web analytics to see how many users click on it.

  Reduce load time

  Speed matters when it comes to conversions. Fact. 

  Research shows a huge difference in conversion rates between quick and slow sites. For example, a site that loads in one second converts three times better than a site that loads in five seconds. 

  That’s why using a web analytics tool is vital to understand page load times and act accordingly if you think slow speeds are hampering your conversions.

  

  Identifying your slowest pages is easy with Matomo. Just sort your pages by the Avg. Use the page load time metric on the page performance report to identify the pages you want to drive conversions. 

  Next, take steps to improve your page’s load time by :

  • Compressing images
  • Compressing code files or using a more lightweight theme
  • Removing unnecessary plugins
  • Using a content delivery network
  • Improving your hosting

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  Add more trust signals

  Trust is essential when you’re trying to convince customers to make a purchase. In fact, consumers rate trust as one of the top three buying factors, far above a brand’s reputation and whether they love the brand. 

  Adding trust signals to your landing pages, such as customer testimonials, customer reviews, case studies, and other forms of social proof, can transform your conversion rates. If consumers see real people and businesses buy from you, they’ll feel reassured to do the same.

  

  It’s a strategy we use ourselves. Just look at the screenshot from our homepage above. Immediately after our free trial CTA, we display the logos of well-known brands that use our product. 

  Security-focused trust signals are also powerful if you are an online store. Installing an SSL certificate, showing logos of trusted payment providers (like PayPal and Mastercard) can convince people they are spending money at a legitimate store.

  Improve your site’s mobile experience

  More and more people are accessing the internet via their smartphones. In 2022, for instance, there were five billion unique mobile Internet users, meaning more than 60% of the internet population used a smartphone to browse online. 

  Moreover, 76% of U.S. adults make purchases using their smartphones. 

  That means you need to ensure your site’s mobile experience is on-point to increase conversions. 

  Your site should use a mobile-first design, meaning it works perfectly on smartphones and then scales up for desktop users. 

  Trust the data

  Opinions are a fantastic form of inspiration for new A/B tests. But they should never be trusted over cold, hard data. If your test shows the opposite of what you and your team thought would happen, then trust the data and not yourself.

  With that in mind, ensure you collect qualitative and quantitative data during your experiments. Web analytics should always form the backbone of conversion tests, but don’t forget to also use heatmaps, screen recordings, and customer surveys. 

  Keep testing

  There’s no such word as “finished” in the world of A/B testing. Continual testing is key if you want to convert more website visitors. 

  Make sure you aren’t stopping tests prematurely, either. Make sure every A/B and multivariate test reaches a sample size that makes the test statistically significant. 

  Understand your users better with Matomo 

  Whether you run an e-commerce store, a SaaS company, or a service-based business, implementing these conversion rate optimisation best practices could be an easy way to lower your bounce rate and boost your conversion rates.

  But remember, best practices aren’t clear-cut rules. What works for one website may not work for yours. That’s why running your own tests and understanding your visitors’ behaviour is important. 

  Matomo’s web analytics platform is the perfect tool for doing just that. Not only does it come with the tools you need to optimise your conversion rate (like an A/B testing tool, heatmaps and session recordings), but you can also trust the data. Unlike Google Analytics 4 and other tools, Matomo doesn’t use data sampling meaning you have 100% accurate data from which to make better decisions. It’s GDPR compliant and can run cookieless, so no need for cookie consent banners (excluding in the UK and Germany).

  Discover how you can improve your website’s conversions with Matomo by starting a free 21-day trial, no credit card required.

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