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• A/B Testing Platform for Piwik Analytics

  10 novembre 2016, par InnoCraft — Plugins, Press Releases

  We are very excited to launch A/B Testing – a powerful new product designed to help you maximise your success and increase your conversions.

  What is A/B Testing and why is it so important ?

  Experimenting with A/B Testing is an important marketing strategy that goes a long way in maximising your conversions.

  With A/B Testing you can start improving your conversions and sales in your existing website or app by creating different versions of a web page or mobile app screen to find out how to modify your website to optimize business success.

  How does A/B Testing work ?

  To explain how A/B Testing works, let’s take an example. Imagine one of your most important landing pages has been redesigned to hopefully get more email signups. Now you need to make sure the new version is “better” than the current version, or at least does result in less conversions. To compare the performance of these two versions, you can then run an A/B test whereby the A/B testing product tells you whether the redesigned version is producing more email signups compared to the original version.

  How it works is that visitors on your website during the experiment will see a randomly chosen version (variation) and A/B Testing makes sure that your users will always see the same variation for all subsequent visits. The behaviour and goals converted by each user is measured continuously by Piwik A/B Testing. The beautifully designed and easy to use dashboard shows how each variation impacts your success metrics such as conversions, sales or page views.

  When the A/B test is complete, you will then know which is the winning version getting you closer to reaching your goals ! A/B Testing includes an advanced statistical analysis engine to provide a reliable indicator of which of your versions is actually improving your bottom line.

  Examples of successful A/B tests

  Below are a just a few interesting A/B tests results from the article 7 Dead-Simple A/B Tests You Should Run on Your Homepage (HubSpot).

  Increase click on CTA button by 21%

  

  We actually conducted an A/B test on button color and found that changing the CTA button from green to red increased clicks by 21%. In the world of website optimization, that’s huge !

  47.7% more clicks on the navigation bar

  

  An A/B test comparing the phrases used on the navigation bar discovered that the menu link “How It Works” earned 47.7% more clicks than “Why Use Us.”

  5% more conversions using a different image

  

  Highrise, a small business CRM, A/B tested their website’s imagery by featuring two different people – Jocelyn on the left, and Michael on the right. They found Michael helped improve conversions by almost 5%.

  Changing the headline to increase conversions by 38%

  

  WhichTestWon ran an A/B test on AwayFind’s homepage and found that Version B increased signups by 38%. This could be because the headline is more concise and the subheader includes bolded words to clearly communicate the product’s value

  Where do I start testing ?

  Your testing strategy is tied to your overall business strategy. What do you want people to achieve on your website ? What are the goals that you want your users to convert ? What are your one or two Key Performance Indicators, and what are your targets for these KPIs ?

  When you start thinking of improving your targets you can begin by looking at the most important parts that can be improved :

  • What are your call to actions ?
  • Which are your most popular pages, and landing pages ?
  • What elements of my website is above the fold and can be seen by all visitors within a few seconds ?

  How do I get A/B Testing ?

  All premium plugins come with our 14 day money back guarantee and 1-click installation & updates. Customers get all product updates for free.

  Learn more about A/B Testing Get it now on the Marketplace

  A/B Testing is available for purchase and download on the Marketplace.

  If you are not using Piwik yet, you can also signup for a free trial of Piwik Cloud (including A/B Testing !).

  Have a question about this product ? Get in touch.

• Enterprise web analytics : Quick start guide (and top tools)

  10 juillet, par Joe — Analytics Tips

  Without data, you’ll get lost in the sea of competition.

  This is even more important for large organisations.

  Data helps you :

  • Optimise customer experiences
  • Navigate complex business decisions
  • Create a roadmap to sustainable brand growth
  • Data can power differentiation, especially within fiercely competitive sectors.

  How do you get the benefits of data in a large organisation ?

  Enterprise web analytics.

  In this guide, we’ll cover everything you need to know about enterprise web analytics to enhance website performance, improve customer experiences and increase conversions.

  What is enterprise web analytics ?

  Enterprise web analytics help large organisations capture, analyse, and act on website data to optimise customer experiences and make informed decisions. By providing insight into customer interactions, user behaviour and preferences, they’re vital in helping big businesses improve their websites.

  

  Enterprise web analytics can extract data from web pages and reveal a range of performance metrics, including :

  • Pageviews
  • Average time on page
  • Actions per visit
  • Bounce rate
  • Conversions
  • Traffic sources
  • Device type
  • Event tracking
  • And more

  You can track this data daily or access monthly reports, which will give you valuable insights into optimising user engagement, improving your website’s search engine traffic, and meeting business goals like increased conversion rates.

  For large organisations, web analytics isn’t just about measuring traffic. Instead, it’s an asset you can use to identify issues in your web strategy so you can gain insights that will fuel sustainable business growth.

  An advanced analytics strategy goes beyond the digital channels, page views and bounce rates of traditional analytics.

  Instead, modern web analytics incorporates behavioural analytics for deeper analysis and insight into user experiences. These advanced features include :

  • Heatmaps (or scroll maps) to track scroll behaviour on each page
  • User flow reports to see the pages your users visit in the customer journey
  • Session recordings to analyse user interactions (step-by-step)

  Taking a two-pronged approach to web analytics that includes both traditional and behavioural metrics, organisations get a clearer picture of users and their brand interactions.

  Different needs of enterprise companies

  Let’s dive deeper into the different needs of enterprise companies and how enterprise web analytics can help solve them :

  Access more storage

  Let’s face it. Large organisations have complex IT infrastructures and vast amounts of data.

  The amount of data to capture, analyse and store isn’t slowing down anytime soon.

  Enterprise web analytics can help handle and store large amounts of data in ways that serve the entire organisation.

  Enable cross-organisational data consumption

  It’s one thing to access data in a small company. You’ve got yourself and a few employees. That’s easy.

  But, it’s another thing to enable an organisation with thousands of employees with different roles to access complex data structures and large amounts of data.

  Enterprise web analytics allows big companies to enable their entire workforce to gain access to the data they need when they need it.

  Increase security

  As mentioned above, large organisations can use enterprise web analytics to help hundreds or even thousands of employees access their web data.

  However, some data shouldn’t be accessed by every type of employee. For example, some organisations may only want certain data accessed by executives, and some employees may not need to access certain types of data that may confuse or overwhelm them.

  Enterprise web analytics can help you grant access to certain types of data based on your role in the company, ensuring the security of sensitive data in your organisation.

  Improve privacy

  You can keep your data secure from internal breaches with enterprise web analytics. But, how do you protect customer data ?

  With all-inclusive privacy measures.

  To ensure that your customers’ privacy and data are protected, choose a web analytics solution that’s compliant with the latest and most important privacy measures, such as GDPR, LGPD and CCPA.

  Taking a privacy-first approach to data helps ensure your protection from potential legal action or fines.

  Enterprise web analytics best practices

  Want to make sure you get the most out of your web analytics strategy ?

  

  Be clear on what metrics you want to track

  You can track a ton of data in your organisation, but you may not need to. To ensure you’re not wasting time and resources tracking irrelevant numbers, you should make sure you’re clear from day one on the metrics you want to track.

  Start by making a list of key data points relevant to your business.

  For example, if you have an online marketplace, you’ll want to track specific ecommerce metrics like conversion rate, total visits, bounce rates, traffic source, etc.

  Don’t take data at face value

  Numbers alone can’t tell you the whole story of what’s happening in your organisation. It’s crucial you add context to your data, no matter what.

  Dozens of factors could impact your data and visitors’ interactions with your site, so you should always try to look beyond the numbers to see if there are other factors at play.

  For example, you might see that your site traffic is down and think your search engine optimisation (SEO) efforts aren’t working. Meanwhile, there could have been a major Google algorithm update or some sort of seasonality in a key market.

  On the other hand, you might see some positive signals that things are going well with your organic social media strategy because you saw a large influx of traffic from Instagram. But, there could be more to the story.

  For example, an Instagram influencer with five million followers may have just posted a reel reviewing your product or service without you knowing it, leading to a major traffic spike for your website.

  Remember to add notes to your web analytics data if necessary to ensure you can reference any insights from your data to maintain that point of context.

  Ensure your data is accurate

  With web analytics, data is everything. It will help you see where your traffic is coming from, how your users are behaving, and gain actionable insights into how you can improve your website and user experience.

  But if your data isn’t accurate, your efforts will be futile.

  Accurate data is crucial for launching an effective web analytics strategy. Data sampling and simple tracking errors can lead to inaccurate numbers and misleading conclusions. 

  If a tool relies on cookies to collect data, then it’s relying on a faulty data collection system. Cookies give users the option to opt out of tracking, making it challenging to get a clear picture of every user interaction.

  For example, some platforms like Google Analytics use data sampling to make predictions about traffic rather than relying on accurate data collection, leading to inaccurate numbers and conclusions.

  To ensure you’re making decisions based on accurate data, find a solution that doesn’t rely on inaccurate data collection methods like data sampling or cookies.

  Lean on visual data tools to improve analysis

  Enterprise organisations deal with a ton of data. There are endless data points to track, and it can be easy to lose track of what’s going on with the bigger picture.

  One of the best ways to interpret your data is to use a data visualisation tool to integrate with your web analytics solution, like Looker or PowerBI.

  Make sure your chosen platform lets you export your data easily so you can link it with a visual support tool.

  With Matomo, you can easily export your data into Google BigQuery to warehouse your customer data and visualise it through other tools (without the need for APIs, scripts or additional tools).

  Use advanced web analytics

  Web analytics is quite broad, and different tools will offer various features you can access in your analytics dashboard.

  Take advantage of advanced features that utilise both traditional and behavioural data for deeper insights.

  • Use heatmaps to better understand what parts of your web pages your visitors are focusing on to improve conversion rates.
  • Review session recordings to see the exact steps your customers take as they interact with your website.
  • Conduct A/B tests to see which call to action, headline, or image provides the optimal user experience.

  There are dozens of advanced features available, so take the time to make sure your chosen tool has everything you need.

  Choose a privacy-focused tool

  Obviously, not every tool is created equal, and most of the software on the market isn’t suitable for enterprise businesses.

  As a large organisation, the most important step is to choose a trusted enterprise web analytics tool to ensure it’s capable of fitting within a company of your size.

  It needs to have great infrastructure and be able to handle large amounts of data.

  Another crucial factor is to check that the tool is compatible with your website or app. Does it integrate easily with it ? What about your other software ? Will it integrate with those as well and fit into your current tech stack ?

  Most importantly, you need a platform that can provide the data and insights your organisation needs.

  Make sure the tool you choose is GDPR-compliant and privacy-friendly. The last thing you want is to be sued or fined because you chose the wrong software. 

  Consumers are growing more cautious about privacy and data risks, so picking a privacy-focused tool will help build trust with customers.

  Top 5 enterprise web analytics tools

  Now that you understand enterprise web analytics and how to get the most out of it, it’s time to talk about tools.

  You need to make sure you’re using the right web analytics software to improve productivity, optimise website performance and grow your brand without compromising on the infrastructure required for large organisations to thrive.

  Here are five of the best enterprise solutions available :

  Features and pricing comparison

  	GDPR compliant	On-premise option	100% data ownership	Traditional analytics	Behavioural analytics	Awarded best enterprise software
  Matomo	✔️	✔️	✔️	✔️	✔️	✔️
  Amplitude	✔️	✔️			✔️
  Adobe	✔️			✔️	✔️
  GA360				✔️
  Contentsquare	✔️	✔️			✔️	✔️

  Use Matomo to power your website analytics

  Web analytics help enterprise organisations reach new users, improve engagement with current users or grow their web presence.

  These advanced solutions support cross-organisational data consumption, enhance data privacy and security and allow brands to create the web experiences they know customers will love.

  

  Matomo can help you unlock the potential of your website strategy with traditional and behavioural analytics and accurate data. Trusted by over 1 million websites, Matomo’s open-source software is an ethical web solution that helps organisations of all sizes improve decision-making and customer experiences without compromising on privacy or security.

  Start your free 21-day trial now. No credit card required.

• Multilingual SEO : A Marketer’s Guide to Measuring and Optimising Multilingual Websites

  26 juin, par Joe

  The web—and search engines in particular—make it easier than ever for businesses of any size to reach an international audience. 

   
  A multilingual website makes sense, especially when the majority of websites are in English. After all, you want to stand out to customers by speaking their local language. But it’s no good having a multilingual site if people can’t find it. 

  That’s where multilingual SEO comes in. 

  In this article, we’ll show you how to build a multilingual website that ranks in Google and other local search engines. You’ll learn why multilingual SEO is about more than translating your content and specific tasks you need to tick off to make your multilingual site as visible as possible. 

  ¡Vamos !

  What is multilingual SEO ? 

  Multilingual SEO is the process of optimising your website to improve search visibility in more than one language. It involves creating high-quality translations (including SEO metadata), targeting language-specific keywords and building links in the target language. 

  

  The goal is to make your site as discoverable and accessible as possible for users searching Google and other search engines in their local language. 

  It’s worth pointing out that multilingual SEO differs slightly from international SEO, even if the terms are used interchangeably. With multilingual SEO, you are optimising for a language (so Spanish targets every Spanish-speaking country, not just Spain). In international SEO, you target specific countries, so you might have a different strategy for targeting Argentinian customers vs. Mexican customers. 

  Why adopt a multilingual SEO strategy ?

  There are two major reasons to adopt a multilingual SEO strategy : to reach more customers and to deliver the best experience possible. 

  

  Reach a wider audience

  Not everyone searches the web in English. Even if non-native speakers eventually resort to English, many will try Googling in their own language first. That means if you target customers in multiple non-English-speaking countries, then creating a multilingual SEO is a must to reach as many of them as possible. 

  A multilingual SEO strategy also boosts your website’s chances of appearing in country-specific search engines like Baidu and Yandex — and in localised versions of Google like Google.fr and Google.de.

  Deliver a better user experience

  Multilingual SEO gives your customers what they want : the ability to search, browse and shop in their native language. This is a big deal, with 89% of consumers saying it’s important to deal with a brand in their own language.

  Improving the user experience also increases the likelihood of non-English-speaking customers converting. As many as 82% of people won’t make a purchase in major consumer categories without local language support. 

  How to prepare for multilingual SEO success

  Before you start creating multilingual SEO content, you need to take care of a couple of things. 

  Identify target markets

  The first step is to identify the languages you want to target. You know your customers better than anyone, so it’s likely you have one or two languages in mind already. 

  But if you don’t, why not analyse your existing website traffic to discover which languages to target first ? The Locations report in Matomo (found in the Visitors section of Matomo’s navigation) shows you which countries your visitors hail from. 

  

  In the example above, targeting German and Indonesian searchers would be a sensible strategy. 

  Target local keywords

  Once you’ve decided on your target markets, it’s time to find localised keywords. Keywords are the backbone of any SEO campaign, so take your time to find ones that are specific to your local markets.

  Yes, that means you shouldn’t just translate your English keywords into French or Spanish ! French or Spanish searchers may use completely different terms to find your products or services. 

  That’s why it’s vital to use a tool like Ahrefs or Semrush to do multilingual keyword research. 

  

  This may be a bit tricky if you aren’t a native speaker of your target language, but you can translate your English keywords using Google Translate to get started. 

  Remember, search volumes won’t be as high as English keywords since fewer people are searching for them. So don’t be scared off by small keyword volumes. Besides, even in the U.S. around 95% of keywords get 10 searches per month or fewer. 

  Choose your URL structure

  The final step in preparing your multilingual SEO strategy is deciding on your URL structure, whether that’s using separate domains, subdomains or subfolders. 

  This is important for SEO as it will avoid duplicate content issues. Using language indicators within these URLs will also help both users and search engines differentiate versions of your site. 

  The first option is to have a separate domain for each target language. 

  • yoursite.com
  • yoursite.fr
  • yoursite.es

  Using subdomains would mean you keep one domain but have completely separate sites :

  • fr.yoursite.com
  • es.yoursite.com
  • de.yoursite.com

  Using subfolders keeps everything clean but can result in long URLs :

  • yoursite.com/en
  • yoursite.com/de
  • yoursite.com/es

  As you can see in the image below, we use subdomains to separate multilingual versions of you site :

  

  While separate domains provide more precise targeting, it’s a lot of work to manage them. So, unless you have a keyword-rich, unbranded domain name that needs translating, we’d recommend using either subdomains or subdirectories. It’s slightly easier to manage subfolders, but subdomains offer users a clearer divide between different versions of your site. 

  If you want to make your site even easier to navigate, then you can incorporate language indicators into your page’s design to make it easy for consumers to switch languages. These are the little dropdown menus you see containing various flags that let users browse in different languages.

  5 multilingual SEO strategies to use in 2024

  Now you’ve got the basics in order, use the following SEO strategies to improve your multilingual rankings. 

  Use hreflang tags

  There’s another way that Google and other search engines use to determine the language and region your website is targeting : hreflang..

  Hreflang is an HTML attribute that Google and other search engines use to ensure they serve users the right version of the page.

  You can insert it into the header section of the page like this example for a German subdomain :

  <link rel=”alternate” href=”https://yourwebsite.com/de” hreflang=”de” />

  Or you can add the relevant markup to your website’s sitemap. Here’s what the same German markup would look like :

  <xhtml:link rel=”alternate” hreflang=”de” href=”https://yourwebsite.com/de/” /> 

  Whichever method you include one language code in ISO 639-1 format. You can also include a region code in ISO 3166-1 Alpha 2 format. Note that you can include multiple region codes. A web page in German, for example, could target German and Austrian consumers. 

  Hreflang tags also avoid duplicate content issues. 

  With a multilingual site, you could have a dozen different versions of the same page, showing the same content but in a different language. Without an hreflang tag specifying that these are different versions of the same page, Google may penalise your site.

  Invest in high-quality translations

  Google rewards good content. And, while you’d hope Google Translate would be good enough, it usually isn’t.

  Instead, make sure you are using professional linguists to translate your content. They won’t only be able to produce accurate and contextually relevant translations — the kind that Google may reward with higher rankings — but they’ll also be able to account for cultural differences between languages. 

  Imagine you are translating a web page from U.S. English into Italian, for example. You’ve not only got to translate the words themselves but also the measurements (from inches to cm), dates (from mm/dd/yy to dd/mm/yy), currencies, idioms and more. 

  Translate your metadata, too

  You need to translate more than just the content of your website. You should translate its metadata — the descriptive information search engines use to understand your page — to help you rank better in Google and localised search engines. 

  As you can see in the image below, we’ve translated the French version of our homepage’s title and meta description :

  

  Page titles and meta descriptions aren’t the only pieces of metadata you need to pay attention to. Make sure you translate the following :

  • URLs
  • Image alt tags
  • Canonical tags
  • Structured data markup

  While you’re at it, make sure you have translated all of your website’s content, too. It’s easy to miss error messages, contact forms and checkout pages that would otherwise ruin the user experience. 

  Build multilingual backlinks

  Building backlinks is an important step in any SEO strategy. But it’s doubly important in multilingual SEO, where your links in your target language also help Google to understand that you have a translated website. 

  While you want to prioritise links from websites in your target language, make sure that websites are relevant to your niche. It’s no good having a link from a Spanish recipe blog if you have a marketing SaaS tool. 

  A great place to start is by mining the links of competitors in your target market. Your competitors have already done the hard work acquiring these links, and there’s every chance these websites will link to your translated content, too.

  

  Don’t forget about internal linking pages in the same language, either. This will obviously help users stay in the same language while navigating your site, but it will also show Google the depth of your multilingual content.

  Monitor the SEO health of your multilingual site

  The technical performance of your multilingual pages has a significant impact on your ability to rank and convert. 

  We know for a fact that Google uses page performance metrics in the form of Core Web Vitals as a search ranking factor. What’s more, research by WP Rocker finds that a side loading in one second has a three times better conversion rate than a site loading in five seconds. 

  With that in mind, make sure your site is performing at optimal levels using Matomo’s SEO Web Vitals report. Our SEO Web Vitals feature tracks all of Google’s Core Web Vitals, including :

  • Page Speed Score
  • First Contentful Paint (FCP)
  • Final Input Delay (FID)
  • Last Contentful Paint (LCP)
  • Cumulative Layout Shift (CLS)

  The report displays each metric in a different colour depending on your site’s performance, with green meaning good, orange meaning average, and red meaning poor.

  

  Check in on these metrics regularly or set up custom alerts to automatically notify you when a specific metric drops below or exceeds a certain threshold — like if your Page Speed score falls below 50, for example. 

  How to track your multilingual SEO efforts with Matomo

  Matomo isn’t just a great tool to track your site’s SEO health ; you can also use our privacy-focused analytics platform to track your multilingual SEO success.

  For example, you could use the report to focus your multilingual SEO efforts on a single language if searches are starting to rival English. Or you decide to translate your most trafficked English keywords into your target languages, regardless if a tool like Ahrefs or Semrush tells you whether these keywords get searches or not.

  If you want to analyse the performance of your new language, for example, you can segment traffic by URL. In our case, we use the segment “Page URL contains fr.matomo.org” to measure the impact of our French website. 

  We can also track the performance of every language except French by using the segment “Page URL does not contain fr.matomo.org”.

  You can use Matomo to track your Keyword performance, too. Unlike search engine-owned platforms like Google Analytics and Google Search Console that no longer share keyword data, Matomo lets users see exactly which keywords users search to find your site in the Combined keywords report :

  

  This is valuable information you can use to identify new keyword opportunities and improve your multilingual content strategy. 

  For example, you could use the report to focus your multilingual SEO efforts on a single language if searches are starting to rival English. Or you decide to translate your most trafficked English keywords into your target languages, regardless if a tool like Ahrefs or Semrush tells you whether these keywords get searches or not.

  For international brands that have separate websites and apps for each target language or region, Matomo’s Roll-Up Reporting lets you keep track of aggregate data in one place. 

  

  Roll-Up Reporting lets you view data from multiple websites and apps as if they were a single site. This lets you quickly answer questions like :

  • How many visits happened across all of my multilingual websites ?
  • Which languages contributed the most conversions ?
  • How does the performance of my Spanish app compare to my Spanish website ?

  Is it any wonder, then, that Matomo is used by over one million sites in 190 countries to track their web and SEO performance in a privacy-friendly way ?

  Join them today by trying Matomo free for 21 days, no credit card required. Alternatively, request a demo to see how Matomo can help you track your multilingual SEO efforts.