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• Top 5 Customer Segmentation Software in 2024

  12 mars 2024, par Erin

  In marketing, we all know the importance of reaching the right customer with the right message at the right time. That’s how you cut through the noise.

  For that, you need data on your customers — even though gathering the data is not enough. You can have all the data worldwide, but that raises an ethical responsibility and the need to make sense of it.

  Enter customer segmentation software — the answer to delivering personalised customer experiences at scale. 

  This article lists some of the best customer segmentation tools currently in the market. 

  We’ll also go over the benefits of using such tools and how you can choose the best one for your business.

  Let’s get started !

  What is customer segmentation software ?

  Customer segmentation software is a tool that helps businesses analyse customer data and group them based on common characteristics like age, income, and buying habits.

  The main goal of customer segmentation is to gain deeper insights into customer behaviours and preferences. This helps create targeted marketing and product strategies that fit each group and makes it easier to predict how customers will behave in the future.

  

  Benefits of a customer segmentation software

  Understanding your customers is the cornerstone of effective marketing, and customer segmentation software plays a pivotal role in this endeavour. 

  You can deliver more targeted and relevant marketing campaigns by dividing your audience into distinct groups based on shared characteristics. 

  Specifically, here are the main benefits of using customer segmentation tools :

  • Understand your audience better : The software helps businesses group customers with common traits to better understand their preferences and behaviour.
  • Make data-driven decisions : Base your business and marketing decisions on data analytics.
  • Aid product development : Insights from segmentation analytics can guide the creation of products that meet specific customer group needs.
  • Allocate your resources efficiently : Focusing on the customer segments that generate the most revenue leads to more effective and strategic use of your marketing resources.

  Best customer segmentation software in 2024 

  In this section, we go over the top customer segmentation tools in 2024. 

  We’ll look at these tools’ key features and pros and cons.

  1. Matomo

  

  Matomo is a comprehensive web analytics tool that merges traditional web analytics, such as tracking pageviews and visitor bounce rates, with more advanced web analytics features for tracking user behaviour. 

  With robust segmentation features, users can filter website traffic based on criteria such as location and device type, enabling them to analyse specific visitor groups and their behaviour. Users can create custom segments to analyse specific groups of visitors and their behaviour.

  Presenting as the ethical alternative to Google Analytics, Matomo emphasises transparency, 100% accurate data, and compliance with privacy laws.

  Key features

  • Heatmaps and Session Recordings : Matomo provides tools that allow businesses to understand website user interactions visually. This insight is crucial for optimising user experience and increasing conversions.
  • Form Analytics : This feature in Matomo tracks how users interact with website forms, helping businesses understand user behaviour in detail and improve form design and functionality.
  • User Flow Analysis : The tool tracks the journey of a website’s visitors, highlighting the paths taken and where users drop off. This is key for optimising website structure for better user experience and more conversions.
  • A/B Testing : Businesses can use Matomo to test different versions of web pages, determining which is more effective in driving conversions.
  • Conversion Funnels : This feature allows businesses to visualise and optimise the steps customers take toward conversion, identifying areas for improvement.

  Pros 

  • Affordability : With plans starting at $19 per month, Matomo is a cost-effective solution for CRO.
  • Free support : Matomo provides free email support to all Matomo Cloud users.
  • Open-source benefits : Being open-source, Matomo offers enhanced security, privacy, customisation options, and a supportive community.
  • Hosting options : Matomo is available either as a self-hosted solution or cloud-hosted.

  Cons

  • Cost for advanced features : Access to advanced features may incur additional costs for Matomo On-Premise users, although the On-Premise solution itself is free.
  • Technical knowledge required : The self-hosted version of Matomo requires technical knowledge for effective management.

  Try Matomo for Free

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

  Start for free

  No credit card required

  2. Google Analytics 

  

  Google Analytics 4 (GA4) comprehensively understands website and app performance. It focuses on event-based data collection, allowing businesses to understand user interactions across platforms. 

  Similarly to Matomo, GA4 provides features that allow businesses to segment their audience based on various criteria such as demographics, behaviours, events, and more.

  Key features

  • Event-based tracking : GA4’s shift to an event-based model allows for a flexible and predictive analysis of user behaviour. This includes a detailed view of user interactions on websites and apps.
  • Machine Learning and Smarter Insights : GA4 uses machine learning to automatically detect trends, estimate purchase probabilities and provide marketing insights.
  • Google Ads integration : The integration with Google Ads in GA4 enables tracking customer interactions from first ad engagement, providing a holistic view of the customer experience across various platforms.
  • Customer-centric measurements : GA4 collects data as events, covering a wide range of user interactions and offering a comprehensive view of customer behaviour.
  • Pathing reports : GA4 introduces new pathing reports, allowing detailed user flow analysis through websites and apps.
  • Audiences and filters : GA4 allows the creation of audiences based on specific criteria and the application of filters to segment and refine data analysis.

  Pros 

  • Integration with various platforms, including Google Ads, enhances cross-platform user journey analysis.
  • GA4 has a clean reporting interface, making it easier for marketers to identify key trends and data irregularities.
  • Google Analytics has an active community with an abundance of educational resources available for users.

  Cons

  • Complexity for beginners : The wide range of features and new event-based model might overwhelm users new to analytics tools.
  • Dependence on machine learning : Reliance on machine learning for insights and predictions may require trust in the tool’s data processing and large volumes of traffic for accuracy.
  • Transition from UA to GA4 : Users familiar with Universal Analytics (UA) might find the transition to GA4 challenging due to differences in features and data models.

  3. HubSpot

  

  HubSpot is a marketing and sales software that helps businesses attract visitors and turn them into paying customers. 

  It supports various business processes, from social media posts to email marketing, sales, and customer service. HubSpot organises and tracks user interactions across different channels, providing a unified and efficient approach to customer relationship management (CRM) and customer segmentation.

  Businesses can leverage HubSpot’s customer segmentation through lists, workflows, and smart content.

  Key features

  • Integration capabilities : HubSpot offers over 1,000 integrations in its ecosystem, ensuring seamless connectivity across various marketing, sales, and service tools, which helps maintain data consistency and reduces manual efforts.
  • Segmentation and personalisation : HubSpot allows businesses to deliver personalised content and interactions based on customer behaviour and preferences, using its robust CRM features and advanced automation capabilities.

  Pros 

  • Comprehensive support : HubSpot offers a range of support options, including a knowledge base, real-time chat, and more.
  • User-friendly interface : The platform is designed for ease of use, ensuring a smooth experience even for less tech-savvy users.
  • Personalisation capabilities : HubSpot provides personalised marketing, sales and service experiences, leveraging customer data effectively.

  Cons

  • High price point : HubSpot can be expensive, especially as you scale up and require more advanced features.
  • Steep learning curve : For businesses new to such comprehensive platforms, there might be an initial learning curve to utilise its features effectively.

  4. Klaviyo

  

  Klaviyo is a marketing automation software primarily focused on email and SMS messaging for e-commerce businesses. It’s designed to personalise and optimise customer communication. 

  Klaviyo integrates with e-commerce platforms like Shopify, making it a go-to solution for online stores. Its strength lies in its ability to use customer data to deliver targeted and effective marketing campaigns.

  Key features

  • Email marketing automation : Klaviyo allows users to send automated and personalised emails based on customer behaviour and preferences. This feature is crucial for e-commerce businesses in nurturing leads and maintaining customer engagement.
  • SMS marketing : It includes SMS messaging capabilities, enabling businesses to engage customers directly through text messages.
  • Segmentation and personalisation : Klaviyo offers advanced segmentation tools that enable businesses to categorise customers based on their behaviour, preferences and purchase history, facilitating highly targeted marketing efforts.
  • Integration with e-commerce platforms : Klaviyo integrates with popular e-commerce platforms like Shopify, Magento, and WooCommerce, allowing easy data synchronisation and campaign management.

  Pros 

  • Enhanced e-commerce integration : Klaviyo’s deep integration with e-commerce platforms greatly benefits online retailers regarding ease of use and campaign effectiveness.
  • Advanced segmentation and personalisation : The platform’s strong segmentation capabilities enable businesses to tailor their marketing messages more effectively.
  • Robust automation features : Klaviyo’s automation tools are powerful and user-friendly, saving time and improving marketing efficiency.

  Cons

  • Cost : Klaviyo can be more expensive than other options in this list, particularly as you scale up and add more contacts.
  • Complexity for beginners : The platform’s wide range of features and advanced capabilities might overwhelm beginners or small businesses with simpler needs.

  5. UserGuiding

  

  UserGuiding is a no-code product adoption tool that lets businesses create in-app user walkthroughs, guides, and checklists to onboard, engage, and retain users.

  UserGuiding facilitates customer segmentation by enabling businesses to create segmented onboarding flows, analyse behavioural insights, deliver personalised guidance, and collect feedback tailored to different user segments.

  Key features

  • In-app walkthroughs, guides and checklists : UserGuiding has multiple features that can promote product adoption early in the user journey.
  • In-app messaging : UserGuiding offers in-app messaging to help users learn more about the product and various ways to get value.
  • User feedback : UserGuiding allows businesses to gather qualitative feedback to streamline the adoption journey for users.

  Pros 

  • User-friendly interface
  • Customisable onboarding checklists
  • Retention analytics

  Cons

  • Need for technical expertise to maximise all features
  • Limited customisation options for less tech-savvy users

  What to look for in a customer segmentation software 

  When choosing a customer segmentation software, choosing the right one for your specific business needs is important. 

  Here are a few factors to consider when choosing your customer segmentation tool :

  1. Ease of use : Select a tool with an intuitive interface that simplifies navigation. This enhances the user experience, making complex tasks more manageable. Additionally, responsive customer support is crucial. It ensures that issues are promptly resolved, contributing to a smoother operation.
  2. Scalability and flexibility : Your chosen tool should adjust to your needs. A flexible tool like Matomo can adjust to your growing requirements, offering capabilities that evolve as your business expands.
  3. Integration capabilities : The software should seamlessly integrate with your existing systems, such as CRM, marketing, and automation platforms. 
  4. Advanced analytics and reporting : Assess the software’s capability to analyse and interpret complex data sets, without relying on machine learning to fill data gaps. A robust tool should provide accurate insights and detailed reports, enabling you to make informed decisions based on real data.
  5. Privacy and security considerations : Data security is paramount in today’s digital landscape. Look for features like data encryption, security storage, and adherence to privacy standards like GDPR and CCPA compliance. 
  6. Reviews and recommendations : Before making a decision, consider the reputation of the software providers. Look for reviews and recommendations from other users, especially those in similar industries. This can provide real-world insights into the software’s performance and reliability.

  

  Leverage Matomo’s segmentation capabilities to deliver personalised experiences

  Segmentation is the best place to start if you want to deliver personalised customer experiences. There are several customer segmentation software in the market. But they’re not all the same.

  In this article, we reviewed the top segmentation tools — based on factors like their user base, features, and ethical data privacy considerations.

  Ideally, you want a tool to support your evolving business and segmentation needs. Not to mention one that cares about your customers’ privacy and ensures you stay compliant. 

  Enter Matomo at the top of the list. You can leverage Matomo’s accurate insights and comprehensive segmentation capabilities without compromising on privacy. Try it free for 21-days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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

  31 octobre 2023, par Erin

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

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

  Why are conversion rate optimisation tools so crucial ?

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

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

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

  

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

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

  Real-world examples of CRO tools in action

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

  

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

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

  Read the full Concrete CMS case study.

  Best analytics tools for enhancing conversion rate optimisation in 2023

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

  1. Matomo

  

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

  Key features

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

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

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

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

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

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

  Pros

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

  Cons

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

  Try Matomo for Free

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

  Start for free

  No credit card required

  2. Google Analytics

  

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

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

  Key features

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

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

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

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

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

  Pros

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

  Cons

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

  3. Contentsquare

  

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

  Key features

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

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

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

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

  Pros

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

  Cons

  • High price point.
  • Steep learning curve.

  4. Hotjar

  

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

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

  Key features

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

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

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

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

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

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

  Pros

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

  Cons

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

  Comparison Table

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

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

  

  Conclusion

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

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

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

  Start improving your websites now

  

• Anomalie #2024 (Fermé) : langue des boutons d’admin sur www.spip.net

  21 juin 2012, par cedric -