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• How to initiate ffmpeg sendcmd at first frame of input

  22 janvier 2019, par WestonC

  I’m trying to scale an input overlayed on an alpha background image over time using sendcmd. Everything is working as expected except the first frame of the output file isn’t receiving the command marked with time 0.00, resulting in a single frame of the overlay in the top left corner before jumping to the first command-specified position at frame 2.

  Frame 1
  Frame 2

  I’ve tried specifying the initial position as part of the overlay filter in the main command :

  [0:v][a]overlay=x=main_w-overlay_w-28:y=main_h-overlay_h-25[b]

  which works until the scaling hits a certain threshold and then some sort of bug occurs :

  Resize Bug

  My code that works except for first frame :

  ffmpeg -i AlphaLayer.png -i Test.mp4 -c:v prores_ks -profile:v 4444 -filter_complex "[1:v]scale=1360:-1:eval=init:force_original_aspect_ratio=increase[a];[0:v][a]overlay[b],[b]sendcmd=f=scale4.txt" ScaleTest.mov

  The scale4.txt file looks like this :

  0.00 scale w 1360, h -1;
  
  0.00 overlay x main_w-overlay_w-28; 
  
  0.00 overlay y main_h-overlay_h-25;
  
  30 scale w 1560, h -1;
  
  31 scale w 1660, h -1;
  
  32 scale w 1760, h -1;
  
  33 scale w 1860, h -1;
  
  34 overlay x (main_w-overlay_w)/2;
  
  34 overlay y (main_h-overlay_h)/2;
  
  34 scale w 1920, h -1;
  
  35 scale w 1360, h -1;

  I expect the overlay to be in the specified position at frame 1 of the video, but it is in the default position until frame 2.

  Output log :

  $ ffmpeg -i AlphaLayer.png -i Test.mp4 -c:v prores_ks -profile:v 4444 -filter_complex "[1:v]scale=1360:-1:eval=init:force_original_aspect_ratio=increase[a];[0:v][a]overlay[b],[b]sendcmd=f=scale4.txt" Output.mov
  
  ffmpeg version 4.1 Copyright (c) 2000-2018 the FFmpeg developers
  
    built with Apple LLVM version 10.0.0 (clang-1000.11.45.5)
  
    configuration: --prefix=/usr/local/Cellar/ffmpeg/4.1_1 --enable-shared --enable-pthreads --enable-version3 --enable-hardcoded-tables --enable-avresample --cc=clang --host-cflags= --host-ldflags= --enable-ffplay --enable-gpl --enable-libmp3lame --enable-libopus --enable-libsnappy --enable-libtheora --enable-libvorbis --enable-libvpx --enable-libx264 --enable-libx265 --enable-libxvid --enable-lzma --enable-opencl --enable-videotoolbox
  
    libavutil      56. 22.100 / 56. 22.100
  
    libavcodec     58. 35.100 / 58. 35.100
  
    libavformat    58. 20.100 / 58. 20.100
  
    libavdevice    58.  5.100 / 58.  5.100
  
    libavfilter     7. 40.101 /  7. 40.101
  
    libavresample   4.  0.  0 /  4.  0.  0
  
    libswscale      5.  3.100 /  5.  3.100
  
    libswresample   3.  3.100 /  3.  3.100
  
    libpostproc    55.  3.100 / 55.  3.100
  
  Input #0, png_pipe, from 'AlphaLayer.png':
  
    Duration: N/A, bitrate: N/A
  
      Stream #0:0: Video: png, rgba(pc), 1920x1080 [SAR 2835:2835 DAR 16:9], 25 tbr, 25 tbn, 25 tbc
  
  Input #1, mov,mp4,m4a,3gp,3g2,mj2, from 'Test.mp4':
  
    Metadata:
  
      major_brand     : mp42
  
      minor_version   : 0
  
      compatible_brands: mp42mp41
  
      creation_time   : 2019-01-17T20:28:30.000000Z
  
    Duration: 00:02:00.09, start: 0.000000, bitrate: 700 kb/s
  
      Stream #1:0(eng): Video: h264 (High) (avc1 / 0x31637661), yuv420p(tv, bt709), 1920x1080 [SAR 1:1 DAR 16:9], 377 kb/s, 25 fps, 25 tbr, 25k tbn, 50k tbc (default)
  
      Metadata:
  
        creation_time   : 2019-01-17T20:28:31.000000Z
  
        handler_name    : ?Mainconcept Video Media Handler
  
        encoder         : AVC Coding
  
      Stream #1:1(eng): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, stereo, fltp, 317 kb/s (default)
  
      Metadata:
  
        creation_time   : 2019-01-17T20:28:31.000000Z
  
        handler_name    : #Mainconcept MP4 Sound Media Handler
  
  Stream mapping:
  
    Stream #0:0 (png) -> overlay:main (graph 0)
  
    Stream #1:0 (h264) -> scale (graph 0)
  
    sendcmd (graph 0) -> Stream #0:0 (prores_ks)
  
    Stream #1:1 -> #0:1 (aac (native) -> aac (native))
  
  Press [q] to stop, [?] for help
  
  Output #0, mov, to 'Output.mov':
  
    Metadata:
  
      encoder         : Lavf58.20.100
  
      Stream #0:0: Video: prores (prores_ks) (ap4h / 0x68347061), yuva444p10le, 1920x1080 [SAR 1:1 DAR 16:9], q=2-31, 200 kb/s, 25 fps, 12800 tbn, 25 tbc (default)
  
      Metadata:
  
        encoder         : Lavc58.35.100 prores_ks
  
      Stream #0:1(eng): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, stereo, fltp, 128 kb/s (default)
  
      Metadata:
  
        creation_time   : 2019-01-17T20:28:31.000000Z
  
        handler_name    : #Mainconcept MP4 Sound Media Handler
  
        encoder         : Lavc58.35.100 aac
  
  frame=   15 fps=0.0 q=-0.0 size=       0kB time=00:00:00.76 bitrate=   0.4kbits/frame=   30 fps= 29 q=-0.0 size=    1024kB time=00:00:01.57 bitrate=5313.9kbits/frame=   45 fps= 29 q=-0.0 size=    2304kB time=00:00:01.96 bitrate=9616.8kbits/frame=   61 fps= 29 q=-0.0 size=    3328kB time=00:00:02.77 bitrate=9830.5kbits/frame=   74 fps= 27 q=-0.0 size=    4352kB time=00:00:03.17 bitrate=11216.0kbitsframe=   89 fps= 28 q=-0.0 size=    5376kB time=00:00:03.96 bitrate=11098.9kbitsframe=  103 fps= 27 q=-0.0 size=    6400kB time=00:00:04.37 bitrate=11988.4kbitsframe=  117 fps= 27 q=-0.0 size=    7168kB time=00:00:04.77 bitrate=12288.1kbitsframe=  131 fps= 27 q=-0.0 size=    8192kB time=00:00:05.56 bitrate=12052.6kbitsframe=  145 fps= 27 q=-0.0 size=    9216kB time=00:00:05.97 bitrate=12639.1kbitsframe=  157 fps= 26 q=-0.0 size=    9984kB time=00:00:06.40 bitrate=12779.6kbitsframe=  172 fps= 27 q=-0.0 size=   11264kB time=00:00:07.16 bitrate=12873.2kbitsframe=  185 fps= 26 q=-0.0 size=   12032kB time=00:00:07.57 bitrate=13014.9kbitsframe=  196 fps= 26 q=-0.0 size=   12800kB time=00:00:07.97 bitrate=13142.3kbitsframe=  206 fps= 26 q=-0.0 size=   13568kB time=00:00:08.36 bitrate=13291.1kbitsframe=  217 fps= 25 q=-0.0 size=   14336kB time=00:00:08.78 bitrate=13361.7kbitsframe=  230 fps= 25 q=-0.0 size=   15360kB time=00:00:09.57 bitrate=13136.4kbitsframe=  242 fps= 25 q=-0.0 size=   16128kB time=00:00:09.96 bitrate=13261.6kbitsframe=  255 fps= 25 q=-0.0 size=   16896kB time=00:00:10.36 bitrate=13350.0kbitsframe=  267 fps= 25 q=-0.0 size=   17920kB time=00:00:10.77 bitrate=13626.3kbitsframe=  279 fps= 25 q=-0.0 size=   18688kB time=00:00:11.56 bitrate=13240.2kbitsframe=  291 fps= 25 q=-0.0 size=   19456kB time=00:00:11.96 bitrate=13317.5kbitsframe=  303 fps= 25 q=-0.0 size=   20480kB time=00:00:12.37 bitrate=13559.2kbitsframe=  315 fps= 25 q=-0.0 size=   21248kB time=00:00:12.77 bitrate=13621.4kbitsframe=  327 fps= 25 q=-0.0 size=   22016kB time=00:00:13.16 bitrate=13702.0kbitsframe=  339 fps= 25 q=-0.0 size=   23040kB time=00:00:13.97 bitrate=13507.4kbitsframe=  351 fps= 25 q=-0.0 size=   23808kB time=00:00:14.35 bitrate=13584.4kbitsframe=  363 fps= 25 q=-0.0 size=   24576kB time=00:00:14.76 bitrate=13637.6kbitsframe=  375 fps= 25 q=-0.0 size=   25344kB time=00:00:15.16 bitrate=13687.9kbitsframe=  387 fps= 24 q=-0.0 size=   26368kB time=00:00:15.57 bitrate=13870.3kbitsframe=  399 fps= 24 q=-0.0 size=   27136kB time=00:00:16.36 bitrate=13585.7kbitsframe=  411 fps= 24 q=-0.0 size=   27904kB time=00:00:16.76 bitrate=13632.5kbitsframe=  423 fps= 24 q=-0.0 size=   28928kB time=00:00:17.17 bitrate=13799.2kbitsframe=  435 fps= 24 q=-0.0 size=   29696kB time=00:00:17.55 bitrate=13855.7kbitsframe=  447 fps= 24 q=-0.0 size=   30464kB time=00:00:17.96 bitrate=13893.3kbitsframe=  459 fps= 24 q=-0.0 size=   31488kB time=00:00:18.77 bitrate=13740.2kbitsframe=  471 fps= 24 q=-0.0 size=   32256kB time=00:00:19.15 bitrate=13793.2kbitsframe=  483 fps= 24 q=-0.0 size=   33024kB time=00:00:19.56 bitrate=13829.0kbitsframe=  495 fps= 24 q=-0.0 size=   34048kB time=00:00:19.96 bitrate=13968.4kbitsframe=  507 fps= 24 q=-0.0 size=   34816kB time=00:00:20.37 bitrate=13999.3kbitsframe=  519 fps= 24 q=-0.0 size=   35584kB time=00:00:21.16 bitrate=13774.5kbitsframe=  531 fps= 24 q=-0.0 size=   36352kB time=00:00:21.56 bitrate=13807.3kbitsframe=  543 fps= 24 q=-0.0 size=   37376kB time=00:00:21.97 bitrate=13934.4kbitsframe=  555 fps= 24 q=-0.0 size=   38144kB time=00:00:22.35 bitrate=13976.4kbitsframe=  567 fps= 24 q=-0.0 size=   38912kB time=00:00:22.76 bitrate=14004.0kbitsframe=  579 fps= 24 q=-0.0 size=   39936kB time=00:00:23.57 bitrate=13878.2kbitsframe=  590 fps= 24 q=-0.0 size=   40704kB time=00:00:23.97 bitrate=13906.0kbitsframe=  602 fps= 24 q=-0.0 size=   41472kB time=00:00:24.36 bitrate=13945.1kbitsframe=  614 fps= 24 q=-0.0 size=   42240kB time=00:00:24.76 bitrate=13970.9kbitsframe=  626 fps= 24 q=-0.0 size=   43264kB time=00:00:25.17 bitrate=14079.1kbitsframe=  637 fps= 24 q=-0.0 size=   44032kB time=00:00:25.60 bitrate=14090.3kbitsframe=  650 fps= 24 q=-0.0 size=   44800kB time=00:00:26.36 bitrate=13918.5kbitsframe=  662 fps= 24 q=-0.0 size=   45824kB time=00:00:26.77 bitrate=14021.1kbitsframe=  674 fps= 24 q=-0.0 size=   46592kB time=00:00:27.17 bitrate=14043.4kbitsframe=  685 fps= 24 q=-0.0 size=   47360kB time=00:00:27.56 bitrate=14076.0kbitsframe=  696 fps= 24 q=-0.0 size=   48128kB time=00:00:27.96 bitrate=14097.0kbitsframe=  707 fps= 23 q=-0.0 size=   48896kB time=00:00:28.39 bitrate=14106.7kbitsframe=  720 fps= 23 q=-0.0 size=   49920kB time=00:00:29.16 bitrate=14022.9kbitsframe=  732 fps= 23 q=-0.0 size=   50688kB time=00:00:29.56 bitrate=14043.4kbitsframe=  744 fps= 23 q=-0.0 size=   51456kB time=00:00:29.97 bitrate=14063.4kbitsframe=  756 fps= 23 q=-0.0 size=   52480kB time=00:00:30.37 bitrate=14151.9kbitsframe=  767 fps= 23 q=-0.0 size=   53248kB time=00:00:30.78 bitrate=14170.0kbitsframe=  780 fps= 23 q=-0.0 size=   54016kB time=00:00:31.57 bitrate=14015.0kbitsframe=  792 fps= 23 q=-0.0 size=   55040kB time=00:00:31.97 bitrate=14099.6kbitsframe=  804 fps= 23 q=-0.0 size=   56064kB time=00:00:32.36 bitrate=14191.6kbitsframe=  816 fps= 23 q=-0.0 size=   56832kB time=00:00:32.76 bitrate=14208.0kbitsframe=  827 fps= 23 q=-0.0 size=   57856kB time=00:00:33.19 bitrate=14278.1kbitsframe=  840 fps= 23 q=-0.0 size=   58880kB time=00:00:33.96 bitrate=14202.2kbitsframe=  852 fps= 23 q=-0.0 size=   59648kB time=00:00:34.36 bitrate=14217.8kbitsframe=  864 fps= 23 q=-0.0 size=   60672kB time=00:00:34.77 bitrate=14293.3kbitsframe=  876 fps= 23 q=-0.0 size=   61184kB time=00:00:35.17 bitrate=14247.8kbitsframe=  887 fps= 23 q=-0.0 size=   61440kB time=00:00:35.58 bitrate=14144.5kbitsframe=  900 fps= 23 q=-0.0 size=   62208kB time=00:00:36.37 bitrate=14010.5kbitsframe=  912 fps= 23 q=-0.0 size=   63232kB time=00:00:36.77 bitrate=14084.2kbitsframe=  924 fps= 23 q=-0.0 size=   64000kB time=00:00:37.16 bitrate=14107.9kbitsframe=  936 fps= 23 q=-0.0 size=   64768kB time=00:00:37.56 bitrate=14123.2kbitsframe=  947 fps= 23 q=-0.0 size=   65536kB time=00:00:37.99 bitrate=14130.2kbitsframe=  960 fps= 23 q=-0.0 size=   66304kB time=00:00:38.76 bitrate=14012.5kbitsframe=  972 fps= 23 q=-0.0 size=   67328kB time=00:00:39.16 bitrate=14081.7kbitsframe=  984 fps= 23 q=-0.0 size=   68096kB time=00:00:39.57 bitrate=14096.4kbitsframe=  996 fps= 23 q=-0.0 size=   68864kB time=00:00:39.95 bitrate=14118.4kbitsframe= 1007 fps= 23 q=-0.0 size=   69632kB time=00:00:40.38 bitrate=14125.0kbitsframe= 1020 fps= 23 q=-0.0 size=   70400kB time=00:00:41.17 bitrate=14007.1kbitsframe= 1032 fps= 23 q=-0.0 size=   71424kB time=00:00:41.55 bitrate=14079.5kbitsframe= 1044 fps= 23 q=-0.0 size=   72192kB time=00:00:41.96 bitrate=14093.4kbitsframe= 1056 fps= 23 q=-0.0 size=   72960kB time=00:00:42.36 bitrate=14107.1kbitsframe= 1067 fps= 23 q=-0.0 size=   73728kB time=00:00:42.79 bitrate=14113.4kbitsframe= 1080 fps= 23 q=-0.0 size=   74496kB time=00:00:43.56 bitrate=14009.0kbitsframe= 1092 fps= 23 q=-0.0 size=   75520kB time=00:00:43.96 bitrate=14070.7kbitsframe= 1104 fps= 23 q=-0.0 size=   76288kB time=00:00:44.37 bitrate=14083.9kbitsframe= 1116 fps= 23 q=-0.0 size=   77056kB time=00:00:44.75 bitrate=14103.7kbitsframe= 1127 fps= 23 q=-0.0 size=   77824kB time=00:00:45.18 bitrate=14109.7kbitsframe= 1140 fps= 23 q=-0.0 size=   78592kB time=00:00:45.97 bitrate=14004.3kbitsframe= 1152 fps= 23 q=-0.0 size=   79616kB time=00:00:46.35 bitrate=14069.3kbitsframe= 1164 fps= 23 q=-0.0 size=   80384kB time=00:00:46.76 bitrate=14081.9kbitsframe= 1176 fps= 23 q=-0.0 size=   81152kB time=00:00:47.16 bitrate=14094.2kbitsframe= 1187 fps= 23 q=-0.0 size=   81920kB time=00:00:47.59 bitrate=14100.1kbitsframe= 1200 fps= 23 q=-0.0 size=   82688kB time=00:00:48.36 bitrate=14006.3kbitsframe= 1212 fps= 23 q=-0.0 size=   83712kB time=00:00:48.76 bitrate=14061.9kbitsframe= 1224 fps= 23 q=-0.0 size=   84480kB time=00:00:49.17 bitrate=14073.9kbitsframe= 1236 fps= 23 q=-0.0 size=   85248kB time=00:00:49.57 bitrate=14085.7kbitsframe= 1247 fps= 22 q=-0.0 size=   86016kB time=00:00:49.98 bitrate=14097.4kbitsframe= 1260 fps= 22 q=-0.0 size=   86784kB time=00:00:50.77 bitrate=14002.1kbitsframe= 1272 fps= 22 q=-0.0 size=   87808kB time=00:00:51.17 bitrate=14055.1kbitsframe= 1284 fps= 22 q=-0.0 size=   88576kB time=00:00:51.56 bitrate=14072.5kbitsframe= 1296 fps= 22 q=-0.0 size=   89344kB time=00:00:51.96 bitrate=14083.8kbitsframe= 1307 fps= 22 q=-0.0 size=   90112kB time=00:00:52.39 bitrate=14089.2kbitsframe= 1320 fps= 22 q=-0.0 size=   90880kB time=00:00:53.16 bitrate=14004.0kbitsframe= 1332 fps= 22 q=-0.0 size=   91904kB time=00:00:53.56 bitrate=14054.6kbitsframe= 1344 fps= 22 q=-0.0 size=   92672kB time=00:00:53.97 bitrate=14065.6kbitsframe= 1356 fps= 22 q=-0.0 size=   93440kB time=00:00:54.37 bitrate=14076.5kbitsframe= 1367 fps= 22 q=-0.0 size=   94208kB time=00:00:54.78 bitrate=14087.2kbitsframe= 1379 fps= 22 q=-0.0 size=   94976kB time=00:00:55.57 bitrate=14000.3kbitsframe= 1387 fps= 22 q=-0.0 size=   95488kB time=00:00:55.59 bitrate=14070.4kbitsframe= 1399 fps= 22 q=-0.0 size=   96256kB time=00:00:56.36 bitrate=13990.3kbitsframe= 1411 fps= 22 q=-0.0 size=   97280kB time=00:00:56.76 bitrate=14038.2kbitsframe= 1423 fps= 22 q=-0.0 size=   98048kB time=00:00:57.17 bitrate=14048.7kbitsframe= 1434 fps= 22 q=-0.0 size=   98816kB time=00:00:57.57 bitrate=14059.0kbitsframe= 1446 fps= 22 q=-0.0 size=   99584kB time=00:00:57.96 bitrate=14074.4kbitsframe= 1457 fps= 22 q=-0.0 size=  100352kB time=00:00:58.38 bitrate=14079.4kbitsframe= 1470 fps= 22 q=-0.0 size=  101120kB time=00:00:59.17 bitrate=13997.9kbitsframe= 1482 fps= 22 q=-0.0 size=  102144kB time=00:00:59.56 bitrate=14048.5kbitsframe= 1494 fps= 22 q=-0.0 size=  102912kB time=00:00:59.96 bitrate=14058.4kbitsframe= 1506 fps= 22 q=-0.0 size=  103680kB time=00:01:00.37 bitrate=14068.2kbitsframe= 1517 fps= 22 q=-0.0 size=  104704kB time=00:01:00.77 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• Conversion Funnel Optimisation : 10 Ways to Convert More

  24 janvier 2024, par Erin

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

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

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

  Let’s get started.

  What is conversion funnel optimisation ? 

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

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

  The typical stages of a sales funnel include :

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

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

  

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

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

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  The importance of conversion funnel optimisation 

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

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

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

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

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

  10 ways to optimise your conversion funnel 

  Here are 10 ways to optimise your conversion funnel.

  1. Identify and segment your target audience

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

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

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

  

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

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

  2. Create content for every stage of the funnel

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

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

  Awareness-stage content

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

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

  Consideration-stage content

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

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

  

  Conversion-stage content

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

  Loyalty-stage content

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

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

  3. Capture leads

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

  Examples of lead magnets include :

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

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

  

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

  4. Optimise your landing pages

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

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

  

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

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

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

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

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

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

  6. Have an active social presence

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

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

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

  

  7. Build a brand community

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

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

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

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

  

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

  8. Conduct A/B tests

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

  Examples of elements to A/B test :

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

  

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

  9. Leverage social proof

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

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

  

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

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

  10. Measure and analyse performance

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

  Here’s a systematic approach you can take :

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

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

  Conclusion 

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

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

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

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

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• How (and Why) to Run a Web Accessibility Audit in 2024

  7 mai 2024, par Erin

  When most businesses design their websites, they primarily think about aesthetics, not accessibility. However, not everyone who visits your website has the same abilities or access needs. Eight percent of the US population has visual impairments.

  The last thing you want is to alienate website visitors with a bad experience because your site isn’t up to accessibility standards. (And with growing international regulation, risk fines or lawsuits as a result.)

  A web accessibility audit can help you identify and fix any issues for users with impaired vision, hearing or other physical disabilities. In this article, we’ll cover how to conduct such an audit efficiently for your website in 2024.

  What is a web accessibility audit ?

  A web accessibility audit is a way to evaluate the usability of your website for users with visual, auditory or physical impairments, as well as cognitive disabilities or neurological issues. The goal is to figure out how accessible your website is to each of these affected groups and solve any issues that come up.

  To complete an audit, you use digital tools and various manual accessibility testing processes to ensure your site meets modern web accessibility standards.

  Why is a web accessibility audit a must in 2024 ?

  For far too long, many businesses have not considered the experiences of those with disabilities. The growing frustrations of affected internet users have led to a new focus on web accessibility laws and enforcement.

  Lawsuits related to the ADA (Americans with Disabilities Act) reached all-time highs in 2023 — over 4,500 digital-related lawsuits were filed. The EU has also drawn up the European Accessibility Act (EAC), which goes into effect in June 2025.

  But at the end of the day, it’s not about accessibility legislation. It’s about doing right by people.

  

  This video by voice actor, YouTuber, and surfer Pete Gustin demonstrates why accessibility measures are so important. If buttons, navigation and content sections aren’t properly labelled, sight-impaired people who rely on speech-to-text to browse the web can’t comfortably interact with your site.

  And you’re worse off for it. You can lose some of your best customers and advocates this way. 

  With stronger enforcement of accessibility regulations in the US and new regulations coming into effect in the EU in 2025, the time to act is now. It’s not enough to “keep accessibility in mind” — you must take concrete steps to improve it.

  Who should lead a web accessibility audit ?

  Ideally, you want to hire a third-party web accessibility expert to lead the audit. They can guide you through multiple stages of manual accessibility testing to ensure your site meets regulations and user needs. 

  Experienced accessibility auditors are familiar with common pitfalls and can help you avoid them. They ensure you meet the legal requirements with proper solutions, not quick fixes.

  If this isn’t an option, find someone with relevant experience within your company. And involve someone with “skin in the game” in the process. Hire someone with visual impairments to usability test your site. Don’t just do automated tests or “put yourself in their shoes.” Make sure the affected users can use your site without issues.

  Automated vs. manual audits and the danger of shortcuts

  While there are automated audits, they only check for the bare minimum :

  • Do your images have alt tags ? (They don’t check if the alt tag is descriptive or just SEO junk text.)
  • Are clickable buttons identified with text for visually impaired users ?
  • Is your text size adjustable ?
  • Are your background and foreground colours accessible for colour-blind users ? Is there a sufficient contrast ratio ?

  

  They don’t dive into the user journey (and typically can’t access login-locked parts of your site). They can be a good starting point, but it’s a bad idea to rely completely on automated audits.

  They’ll miss more complex issues like :

  • Dynamic content and animated elements or videos that could put people with epilepsy at risk of seizures
  • A navigational flow that is unnecessarily challenging for users with impairments
  • Video elements without proper captions

  So, don’t rely too much on automated tests and audits. Many lawsuits for ADA infractions are against companies that think they’ve already solved the problem. For example, 30% of 2023 lawsuits were against sites that used accessibility overlays.

  Key elements of the Web Content Accessibility Guidelines (WCAG)

  The international standard for web accessibility is the Web Content Accessibility Guidelines (WCAG). In the most recent version, WCAG 2.2, there are new requirements for visual elements and focus and other updates.

  Here’s a quick overview of the key priorities of WCAG :

  

  Perceivable : Any user can read or listen to your site’s content

  The first priority is for any user to be able to perceive the actual content on your site. To be compliant, you need to make these adjustments and more :

  • Use text that scales with browser settings.
  • Avoid relying on colour contrasts to communicate something.
  • Ensure visual elements are explained in text.
  • Offer audio alternatives for things like CAPTCHA.
  • Form fields and interactive elements are properly named.

  Operable : Any user can navigate the site and complete tasks without issue

  The second priority is for users to navigate your website and complete tasks. Here are some of the main considerations for this section :

  • Navigation is possible through keyboard and text-to-speech interfaces.
  • You offer navigation tools to bypass repeated blocks of content.
  • Buttons are properly titled and named.
  • You give impaired users enough time to finish processes without timing out.
  • You allow users to turn off unnecessary animations (and ensure none include three flashes or more within one second).
  • Links have a clear purpose from their alt text (and context).

  Understandable : Any user can read and understand the content

  The third priority is making the content understandable. You need to communicate as simply and as clearly as possible. Here are a few key points :

  • Software can determine the default language of each page.
  • You use a consistent method to explain jargon or difficult terms.
  • You introduce the meaning of unfamiliar abbreviations and acronyms.
  • You offer tools to help users double-check and correct input.
  • The reading grade is not higher than grade 9. If it is, you must offer an alternative text with a lower grade.
  • Use consistent and predictable formatting and navigation.

  This intro to accessibility guidelines should help you see the wide range of potential accessibility issues. Accessibility is not just about screen readers — it’s about ensuring a good user experience for users with a wide range of disabilities.

  Note : If you’re not hiring a third-party expert for the manual accessibility audit, this introduction isn’t enough. You need to familiarise yourself with all 50 success criteria in WCAG 2.2.

  How to do your first web accessibility audit

  Ready to find and fix the accessibility issues across your website ? Follow the steps outlined below to do a successful accessibility audit.

  Start with an automated accessibility test

  To point you in the right direction, start with a digital accessibility checker. There are many free alternatives, including :

  • Accessibility Checker
  • Silktide accessibility checker
  • AAArdvark

  When choosing a tool, check it’s up-to-date with the newest accessibility guidelines. Many accessibility evaluation tools are still based on the WCAG 2.1 version rather than WCAG 2.2.

  The tool will give you a basic evaluation of the accessibility level of your site. A free report can quickly identify common issues with navigation, labelling, colour choices and more. 

  But this is only good as a starting point. Remember that even paid versions of these testing tools are limited and cannot replace a manual audit.

  Look for common issues

  The next step is to manually look for common issues that impact your site’s level of accessibility :

  • Undescriptive alt text
  • Colour combinations (and lack of ability to change background and foreground colours)
  • Unscalable text
  • Different site content sections that are not properly labelled

  The software you use to create your site can lead to many of these issues. Is your content management system (CMS) compliant with ADA or WCAG ? If not, you may want to move to a CMS before continuing the audit.

  Pinpoint customer journeys and test them for accessibility 

  After you’ve fixed common issues, it’s essential to put the actual customer journey to the test. Explore your most important journeys with behavioural analytics tools like session recordings and funnel analysis.

  Analysing funnel reports lets you quickly identify each page that usually contributes to a sale. You will also have an overview of the most popular funnels to evaluate for accessibility.

  If your current web analytics platform doesn’t offer behavioural reports like these, Matomo can help. Our privacy-friendly web analytics solution includes funnel reports, session recordings, A/B testing, form analytics, heatmaps and more.

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  If you don’t have the budget to test every page individually, this is the perfect place to start. You want to ensure that users with disabilities have no issues completing the main tasks on your site. 

  Don’t focus solely on your web pages 

  Accessibility barriers can also exist outside of your standard web pages. So ensure that other file formats like PDFs and videos are also accessible. 

  Remember that downloadable materials are also part of your digital experience. Always consider the needs of individuals with disabilities when accessing things like case studies or video tutorials. 

  Highlight high-priority issues in a detailed report

  To complete the audit, you need to summarise and highlight high-priority issues. In a larger company, this will be in the form of a report. W3’s Web Accessibility Initiative offers a free accessibility report template and an online tool to generate a report.

  For smaller teams, it may make sense to input issues directly into the product backlog or a task list. Then, you can tackle the issues, starting with high-priority pages identified earlier in this process.

  Avoid quick fixes and focus on sustainable improvement

  As mentioned, AI-powered overlay solutions aren’t compliant and put you at risk for lawsuits. It’s not enough to install a quick accessibility tool and pat yourself on the back.

  And it’s not just about accessibility compliance. These solutions provide a disjointed experience that alienates potential users. 

  The point of a digital accessibility audit is to identify issues and provide a better experience to all your users. So don’t try to cut corners. Do the work required to implement solutions that work seamlessly for everyone. Invest in a long-term accessibility remediation process.

  Deliver a frictionless experience while gaining insight into your users

  An accessibility audit is crucial to ensure an inclusive experience — that a wide variety of users can read and interact with your site.

  But what about the basic usability of your website ? Are you sure the experience is without friction ? Matomo’s behavioural analytics tools can show how users interact with your website.

  For example, heatmaps can show you where users are clicking — which can help you identify a pattern, like many users mistaking a visual element for a button.

  Plus, our privacy-friendly web analytics are compliant with GDPR, CCPA and other data privacy regulations. That helps protect you against privacy-related lawsuits, just as an accessibility audit protects you against ADA lawsuits.

  And it never hurts that your users know you respect their privacy. Try Matomo free for 21-days. No credit card required.

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