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• CJEU rules US cloud servers don’t comply with GDPR and what this means for web analytics

  17 juillet 2020, par Jake Thornton
  Breaking news : On July 16, 2020, the Court of Justice of the European Union (CJEU) has ruled that any cloud services hosted in the US are incapable of complying with the GDPR and EU privacy laws.

  In August 2016, the EU-US Privacy Shield framework came into effect, which “protects the fundamental rights of anyone in the EU whose personal data is transferred to the United States for commercial purposes. It allows the free transfer of data to companies that are certified in the US under the Privacy Shield.” – European Commission website

  However after today’s CJEU ruling, this Privacy Shield framework became invalidated due to significant differences between EU and US privacy laws.

  European privacy law activist Max Schrems summarises with “The Court clarified for a second time now that there is a clash between EU privacy law and US surveillance law. As the EU will not change its fundamental rights to please the NSA, the only way to overcome this clash is for the US to introduce solid privacy rights for all people – including foreigners. Surveillance reform thereby becomes crucial for the business interests of Silicon Valley.” – noyb website

  Today’s ruling also continues to spark concern into the legitimacy of US privacy laws which doesn’t fully protect people’s personal data when hosted on cloud servers based in the US.

  

  How will this affect you ?

  For any business operating a website in the EU or if you have traffic coming to your website from EU visitors, you need to know what data you’re capturing and where this data is being stored.

  Here’s what Maja Smoltczyk (Berlin’s Commissioner for Data Protection and Freedom of Information) says :

  Controllers who transfer personal data to the USA, especially when using cloud-based services, are now required to switch immediately to service providers based in the European Union or a country that can
  ensure an adequate level of data protection. The CJEU has made it refreshingly clear that data exports are not just financial decisions, as people’s fundamental rights must also be considered as a matter of priority. This ruling will put
  an end to the transfer of personal data to the USA for the sake of convenience or to cut costs.

  The controller is you (not Google) and by transferring data to the US you are at risk of being fined up to €20 million or 4% of your annual worldwide turnover for not being GDPR compliant. 

  It’s you who has to take action, not Google or other US companies. The court’s decision has immediate effect. While we assume there will be a grace period, companies should act now as finding and implementing alternatives solution can take a while. 

  Can no data be exported outside the EU anymore ?

  Data can still be exported outside the EU if an adequate level of data protection is guaranteed. This is the case for some trading partners of the EU such as New Zealand, Japan, Switzerland, and Canada. They have been certified by the EU as having a comparable level of privacy protection and therefore demonstrate adequacy at a country level.

  Necessary data can still flow to countries like the US too. This is for example the case when someone books a hotel in the US or when sending an email to someone in the US. Backups for disaster recovery and most other reasons don’t qualify as necessary.

  In all other cases you can still send data to countries like the US if you get explicit and informed consent from a user. Meaning the user has been informed about all possible risks of sending the data to the US and who can access the data (for example the US government).

  How this affects Google Analytics and Google Tag Manager users

  If your website is using Google Analytics, the safest bet is to deactivate it immediately. Otherwise, you must ask for consent from everyone who visits your website and inform them that the data will be processed in the United States under less strict privacy laws and all associated risks. If you don’t, you could be liable to privacy law infringements and face being fined for not complying with the GDPR. This also applies to Google Tag Manager as it transfers the IP address to the US which is considered personal data under the GDPR.

  Consent needs to be :

  • Freely given (the user must have a choice to not give consent and be able to opt out at any time) 
  • Informed (you need to disclose who is processing the data, what data is processed, where the data will be stored and how to opt out) 
  • Specific (consent is only valid for the specific informed purpose) 
  • Unambiguous (for example pre-ticked boxes or similar aren’t allowed)

  

  If users don’t give you consent, you are not allowed to track them using Google Analytics or any other US based cloud solution.

  Update August 19, 2020

  A month after this ruling, over 100 complaints have been filed against websites for continuing to send data to the US via Google Analytics or Facebook, by the European privacy campaign group noyb. It’s clear Google and Facebook fall under US surveillance laws such as FISA 702 and the court clearly ruled these companies cannot rely on SCCs to transfer data to the US. Anyone still using Google Analytics is now at risk of facing fines and compensation damages. 

  How this affects Matomo users

  Our cloud servers are based in Germany.

  Matomo On-Premise users choose the location of their data themselves. If the servers are located in the EU nothing changes. If the servers are located outside the EU and the website targets EU users and tracks personal data, then you need to assess whether you are required to ask for tracking consent.

  If the data is stored inside the EU you can use Matomo without asking for any consent and you can continue tracking users even if they reject a consent screen which greatly increases the quality of your data.

  Want to avoid informing users about transferring their data to the US and all associated risks ?

  Try Matomo now for free ! No credit card required.

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• Understanding The Dreamcast GD-ROM Layout

  24 mars 2022, par Multimedia Mike — Sega Dreamcast

  I’m finally completing something I set out to comprehend over a decade ago. I wanted to understand how data is actually laid out on a Sega Dreamcast GD-ROM drive. I’m trying to remember why I even still care. There was something about how I wanted to make sure the contents of a set of Dreamcast demo discs was archived for study.

  
  
  

  I eventually figured it out. Read on, if you are interested in the technical details. Or, if you would like to examine the fruits of this effort, check out the Dreamcast demo discs that I took apart and uploaded to the Internet Archive.

  If you care to read some geeky technical details of some of the artifacts on these sampler discs, check out this followup post on Dreamcast Finds.

  Motivation
  Why do I still care about this ? Well, see the original charter of this blog above. It’s mostly about studying multimedia formats, as well as the general operation of games and their non-multimedia data formats. It’s also something that has nagged at me ever since I extracted a bunch of Dreamcast discs years ago and tried to understand why the tracks were arranged the way they were, and how I could systematically split the files out of the filesystem. This turns out not to be as easy as it might sound, even if you can get past the obstacle of getting at the raw data.
  

  CD/CD-ROM Refresher
  As I laid out in my Grand Unified Theory of Compact Disc, every compact disc can be viewed conceptually as a string of sectors, where each sector is 2352 bytes long. The difference among the various CD types (audio CDs, various CD-ROM types) boils down to the format of contents of the 2352-byte sectors. For an audio CD, every sector’s 2352 bytes represents 1/75 of a second of CD-quality audio samples.

  Meanwhile, there are various sector layouts for different CD-ROM modes, useful for storing computer data. This post is most interested in “mode 1/form 1”, which uses 2048 of the 2352 bytes for data, while using the remaining bytes for error detection and correction codes. A filesystem (usually ISO-9660) is overlaid on these 2048-byte sectors in order to create data structures for organizing strings of sectors into files.

  A CD has between 1 and 99 tracks. A pure CD-ROM will have a single data track. Pure audio CDs tend to have numerous audio tracks, usually 1 per song. Mixed CDs are common. For software, this usually manifests as the first track being data and containing an ISO-9660 filesystem, followed by a series of audio tracks, sometimes for in-game music. For audio CDs, there is occasionally a data track at the end of the disc with some extra media types.

  GD-ROM Refresher
  The Dreamcast used optical discs called GD-ROMs, where the GD stands for “gigadisc”. These discs were designed to hold about 1 gigabyte of data, vs. the usual 650-700MB offered by standard CD solutions, while using the same laser unit as is used for CDs. I’m not sure how it achieved this exactly. I always assumed it was some sort of “double density” sector scheme. According to Wikipedia, the drive read the disc at a slower rate which allowed it to read more data (presumably the “pits” vs. “lands” which comprise the surface of an optical disc). This might be equivalent to my theory.

  The GD-ROM discs cannot be read in a standard optical drive. It is necessary to get custom software onto the Dreamcast which will ask the optical hardware to extract the sectors and exfiltrate them off of the unit somehow. There are numerous methods for this. Alternatively, just find rips that are increasingly plentiful around the internet. However, just because you might be able to find the data for a given disc does not mean that you can easily explore the contents.

  Typical Layout Patterns
  Going back to my study of the GD-ROM track layouts, 2 clear patterns emerge :

  All of the game data is packed into track 3 :

  
  
  

  Track 3 has data, the last track has data, and the tracks in between contain standard CD audio :

  
  
  

  Also, the disc is always, always 100% utilized.

  Track 1 always contains an ISO-9660 filesystem and can be read by any standard CD-ROM drive. And it usually has nothing interesting. Track 3 also contains what appears to be an ISO-9660 filesystem. However, if you have a rip of the track and try to mount the image with standard tools, it will not work. In the second layout, the data follows no obvious format.

  Cracking The Filesystem Code
  I figured out quite a few years ago that in the case of the consolidated data track 3, that’s simply a standard ISO-9660 filesystem that would work fine with standard ISO-9660 reading software… if the data track were located beginning at sector 45000. The filesystem data structures contain references to absolute sector numbers. Thus, if it were possible to modify some ISO-9660 software to assume the first sector is 45000, it ought to have no trouble interpreting the data.

  
  
  

  How about the split data track format ? Actually, it works the same way. If all the data were sitting on its original disc, track 3 would have data structures pointing to strings of contiguous sectors (extents) in the final track, and those are the files.

  To express more succinctly : track 3 contains the filesystem root structure and the directory structures, while the final track contains the actual file data. How is the filesystem always 100% full ? Track 3 gets padded out with 0-sectors until the beginning of any audio sectors.

  
  
  

  Why Lay Things Out Like This ?
  Why push the data as far out on the disc as possible ? A reasonable explanation for this would be for read performance. Compact discs operate on Constant Linear Velocity (CLV), vs. Constant Angular Velocity (CAV). The implication of this is that data on the outside of the disc is read faster than data on the inside. I once profiled this characteristic in order to prove it to myself, using both PC CD drives as well as a Dreamcast. By pushing the data to the outer sectors, graphical data gets loaded into RAM faster, and full motion videos, which require a certain minimum bitrate for a good experience, have a better guarantee that playback will be smooth.

  Implications For Repacking
  Once people figured out how to boot burned CDs in the Dreamcast, they had a new problem : Squeeze as much as 1 gigabyte down to around 650 megabytes at the most. It looks like the most straightforward strategy was to simply rework the filesystem to remove the often enormous amount of empty space in track 3.

  My understanding is that another major strategy is to re-encode certain large assets. Full motion video (FMV) assets are a good target here since the prevailing FMV middleware format used on Sega Dreamcast games was Sofdec, which is basically just MPEG-1 video. There is ample opportunity to transcode these files to lower bitrate settings to squeeze some bits (and a lot of visual quality) out of them.

  Further, if you don’t really care about the audio tracks, you could just replace them with brief spurts of silence.

  Making A Tool
  So I could make a tool that would process these collections of files representing a disc. I could also adapt it for various forms that a Dreamcast rip might take (I have found at least 3 so far). I could eventually expand it to handle lots of other disc formats (you know, something like Aaru does these days). And that would have been my modus operandi perhaps 10 or more years ago. And of course, the ambitious tool would have never seen daylight as I got distracted by other ideas.

  I wanted to get a solution up and running as quickly as possible this time. Here was my initial brainstorm : assemble all the tracks into a single, large disc while pretending the audio tracks consist of 2048-byte sectors. In doing so, I ought to be able to use fuseiso to mount the giant image, with a modification to look for the starting sector at a somewhat nonstandard location.

  To achieve the first part I wrote a quick Python script that processed the contents of a GDI file, which was stored alongside the ISO (data) and RAW (audio) track track rips from when I extracted the disc. The GDI is a very matter-of-fact listing of the tracks and their properties, e.g. :

  5
  1 0 4 2048 track01.iso 0
  2 721 0 2352 track02.raw 0
  3 45000 4 2048 track03.iso 0
  4 338449 0 2352 track04.raw 0
  5 349096 4 2048 track05.iso 0
  

  track number / starting sector / track type (4=data, 0=audio) / bytes per sector / filename / ??

  The script skips the first 2 filenames, instead writing 45000 zero sectors in order to simulate the CD-compatible area. Then, for each file, if it’s an ISO, append the data to the final data file ; if it’s audio, compute the number of sectors occupied, and then append that number of 2048-byte zero sectors to the final data file.

  Finally, to interpret the filesystem, I used an old tool that I’ve relied upon for a long time– fuseiso. This is a program that leverages Filesystem in Userspace (FUSE) to mount ISO-9660 filesystems as part of the local filesystem, without needing root privileges. The original source hasn’t been updated for 15 years, but I found a repo that attempts to modernize it slightly. I forked a version which fixes a few build issues.

  Anyway, I just had to update a table to ask it to start looking for the root ISO-9660 filesystem at a different location than normal. Suddenly, after so many years, I was able to freely browse a GD-ROM filesystem directly under Linux !

  Conclusion And Next Steps
  I had to hack the fuseiso3 tool a bit in order to make this work. I don’t think it’s especially valuable to make sure anyone can run with the same modifications since the tool assumes that a GD-ROM rip has been processed through the exact pipeline I described above.

  I have uploaded all of the North American Dreamcast demo discs to archive.org. See this post for a more granular breakdown of what this entails. In the course of this exercise, I also found some European demo discs that could use the same extraction.

  What else ? Should I perform the same extraction experiment for all known Dreamcast games ? Would anyone care ? Maybe if there’s a demand for it.

  Here is a followup on the interesting and weird things I have found on these discs so far.

  The post Understanding The Dreamcast GD-ROM Layout first appeared on Breaking Eggs And Making Omelettes.

• 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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