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• Increasing Website Traffic : 11 Tips To Attract Visitors

  25 août 2023, par Erin — Analytics Tips, Marketing

  For your website and business to succeed, you need to focus on building traffic.

  However, you aren’t the only one with that goal in mind.

  There are millions of other websites trying to increase their traffic as well. With that much competition, it’s important to make sure your website stands out. Accomplishing that can require a great deal of strategy.

  We’ve compiled a list of tips to help you develop a solid plan for increasing website traffic, to expand your reach, grow your audience and boost customer engagement levels — creating more opportunities for your business.Using these tips, more visitors will find their way to your website — meaning more customers for your business.

  Why is website traffic important ?

  Website traffic is essentially the number of people visiting your website. When someone lands on your site, they’re considered a visitor and increase your website traffic. 

  When your website traffic is high, you’ll get more clicks, customer interactions and brand engagement. As a result, search engines will have a positive impression of your website and send more people there, meaning even more people will see your content and have the opportunity to buy your product.

  When using a website for your business or any other venture, tracking your website traffic using a web analytics solution like Matomo is critical.

  

  With over 200 million actively maintained and visited websites in 2023, it’s important to make sure yours stands out if you want to increase your website traffic and grow your online presence. 

  11 tips for increasing website traffic

  Here are 11 tips to increase your organic traffic and elevate your business.

  1. Perfect your SEO

  Optimising your website to show up in search engine results shouldn’t be overlooked, as 63% of consumers start researching a product by using a search engine. Search engine optimisation, or SEO, increases the visibility and discoverability of your website on search engine results pages (SERPs). SEO targets organic searches, which means it doesn’t add to social media traffic, direct traffic or referrals, and it isn’t paid traffic.

  SEO is number one on this list for a reason — most of these tips will directly, or indirectly, improve your SEO efforts. 

  Steps to improve your search engine optimisation can include :

  • Using relevant keywords that are incorporated naturally throughout your content
  • Using a web analytics tool like Matomo, with its search keyword feature, to gain insights and identify opportunities for improvement
  • Using descriptive meta titles and meta descriptions
  • Link to your own content internally with descriptive anchor tags, and make sure unused pages are removed 
  • Keeping your target audience in mind and marketing your content toward them
  • Making sure your website’s structure is optimised to be mobile-friendly, fast and responsive — such as with Matomo’s SEO Web Vitals feature, which monitors key metrics like your website’s page speed and loading performance, pivotal for optimising search engine results

  2. Research the competition

  It’s important to remember that while your business might be unique, it’s likely not the only one in its field. Thousands of other websites from other companies are also looking to improve their website traffic and increase sales, and you have to outcompete them.

  Looking at what your competitors are doing is vital from a strategic perspective. You can see what their content looks like, how they’re framing their specific use cases and what target audience they’re marketing toward.

  Knowing what your competitors are doing can help you find ways to improve your content and make it unique. Are your competitors missing a specific use case or neglecting a particular audience ? Fill in their content gaps on your website, and pick up the traffic they’re missing.

  3. Create high-quality, evergreen content

  If your content is high-quality, visitors will read more of it and stay longer on your site. This obviously increases the likelihood they will purchase your product or service, and it tells search engines that your website is a good answer for a search query.

  High-quality content will also be shared more often, leading to even more website traffic. You should aim to develop content that doesn’t lose relevance over time (aka “evergreen content”). If you include time-sensitive data, statistics or content in your website, blog posts or articles, it’ll be relevant only around that time frame. 

  While this month’s viral content is highly popular, it likely won’t be relevant in a few months. Instead, if you ensure your content is evergreen, it will continue to get engagement long after it’s published.

  4. Implement creative visuals

  It’s important to have engaging, fun and interactive media on your website to keep visitors on your site longer. Like good content, interesting visuals (and the resulting longer visits) can translate to more purchases (and favourable assessments by search engines).

  

  Media can take the form of videos, infographics, images or web graphics. 

  With Matomo’s Media Analytics feature, you can automatically gain even deeper insights into how your visitors engage with your media content, enhancing your understanding of their preferences and behaviours.

  If you have interesting, captivating visuals, visitors will be more likely to stay on your website longer and see what you have to offer. Without captivating visuals to break up walls of text, you’ll likely find visitors will tend to leave your site in favour of something more engaging.

  Just make sure you design your visuals with your target audience in mind. Flashy, fun graphics might not be a good fit for a professional audience, but they’re great for younger audiences. If you get your audience correct, they may also share the images with others. Depending on your business, that might be a useful infographic shared across LinkedIn, or a picture of a clever use case shared on Pinterest. 

  As a bonus, if other companies use your graphics on their websites, that earns you some backlinks — more on those in a bit.

  5. Create a comprehensive knowledge base

  Having a knowledge base is critical to making sure your service or product is well understood and well documented, especially in the tech industry. If a visitor or potential customer is interested in your product or service, they need to know exactly what it will do for them and that they have a good foundation of support in case they need help. A knowledge base is also a good place for internal links (more on those in a bit).

  Visitors can also use your knowledge base as a source of information, and if they cite you as a source, that’ll lead right back to more website traffic for you (see our backlinks section for more about this). If your website is a good source of information, visitors will come back to it again and again.

  6. Use social media often and consistently

  Digital marketing nowadays heavily relies on social media platforms. Having an online presence no longer means just having a website — if you’re not using social media sites, you’re missing out on a huge portion of potential visitors and customers.

  A strong social media presence with profiles on platforms like Facebook, X (formerly Twitter), Instagram or LinkedIn can be invaluable for increasing your website traffic. Visitors to your social media profiles will click on regularly shared content, read your blog posts and possibly become customers.

  Participating in relevant communities and networking with other companies in groups in your industry can also be invaluable. If you participate in online communities and forums for your niche, you can offer insight, answer questions and plug your website. All of this will increase your clicks, which will increase your website traffic.

  If you’ve managed to build your own community on social media, make sure to keep them engaged ! Implementing your own forum, hosting live chats and Q&As, offering helpful and engaging content will make sure visitors keep coming back and spreading the word. 

  7. Use email marketing or newsletters

  Having an email list and sending marketing emails or newsletters is a great way to increase website traffic. You can offer exclusive content, and promise discounts or resources to your subscribers for when they return to your website. This will help keep your loyal audience engaged, entice new customers to subscribe to your newsletter, give you a chance to upsell to people who have already expressed an interest in your product and potentially convert curious subscribers into customers.

  8. Make sure your content can earn backlinks

  A backlink is when a website links to a different website — ideally using relevant anchor text — and it’s an effective strategy for increasing referral traffic, that is, visitors who get to your website via a link on another website. The more backlinks you have, the more your referral traffic will increase. Social share buttons make it easy for people to cite you on social platforms, too. 

  We’ve already talked about making expert content that’s link-worthy, but also make sure that you’re creating linkable assets (like those interesting visuals mentioned earlier), building relationships with other sites that will link to you (like by inviting an expert or influencer to write on your page and promote it from their platform, or by writing your own guest content for their sites) and sharing your own content. All of this can help increase your referral traffic, particularly when you’re linked from websites with a higher domain authority than you have.

  You can also make sure your website is listed in online directories. Some sites will do interviews and roundups, as well — these are great opportunities to increase your backlinks.

  9. Optimise your CTR

  Click-through rate, or CTR, is the percentage of users who click on specific links to your website. A high CTR means your visitors are following a link — whether in an advertisement, a search result or a social media post — and a low CTR means they’re passing it by. Optimising your CTR can greatly improve your website traffic.

  To improve CTR, identify successful elements such as copy, imagery, and offers in your ads, enabling you to amplify effective elements and minimise less impactful ones.

  10. Ensure your website is responsive and mobile-friendly

  If a visitor is frustrated by your site being slow, laggy, clunky or not mobile-friendly, they won’t stay long. That doesn’t look good to search engines if that’s how your visitors got there. Your website needs to be clean, responsive, user-friendly and accessible.

  If your website is slow, try increasing your website’s performance by :

  • Optimising images : Reduce the size of images and compress them for faster load times. Opt for JPEG format for photos and PNG format for graphics. 
  • Limit the use of plugins : If you are using a CMS like WordPress, consider removing plugins that are unnecessary or not essential.
  • Embrace lazy loading : To further enhance site speed and reduce initial load times, set up your site to load images and content only as visitors scroll down. Prioritising the content and images at the top of the page makes the site feel faster. Some CMS platforms will offer this option, but others may require a bit of coding to set this up. 

  Many people rely on their phones to research services or products, especially if they’re doing a quick search. Make sure your website is friendly to mobile users. It should scale vertically and scroll smoothly so users aren’t frustrated when using your site. They should be able to find the info they need immediately without any technical issues.

  11. Track your website’s metrics

  As you test out each of these strategies to increase your web traffic, don’t forget to closely analyse the performance of your site. To truly understand the impact of your efforts, you’ll need a reliable web analytics solution. Think of a dependable web analytics solution as your website’s GPS. Without it, you’d be lost, unsure of your direction and missing out on valuable insights to steer your growth.

  Matomo is a powerful web analytics tool that can help you do just that by providing information on your site visitors and campaign performance, complemented by an array of behavioural analytics features that delve into user interactions. Among these, our heatmap feature stands out, enabling greater insights into user interactions and optimisation of your site’s effectiveness.

  

  Google Analytics is another powerful analytics option, though it has challenges with data accuracy ; there are multiple other web analytics solutions as well.

  Regardless of what web analytics solution you choose, the process of analysing your website metrics is incredibly important for identifying areas of improvement to increase website traffic.

  Increasing your web traffic is a process

  Increasing website traffic isn’t something you accomplish overnight. It’s a comprehensive, ongoing endeavour that requires constant analysis and fine-tuning. 

  By applying these tips to create consistent, high-quality content that gets spotlighted on search engines, shared on social media and returned to again and again, you’ll see a steady stream of increased traffic. 

  With Matomo, you can understand your visitor behaviour to see what works and what doesn’t as you work to increase your website traffic. Get your free 21-day trial now. No credit card required.

• ffmpeg realtime bad quality variable fps cams inputs to constant framerate problem

  23 janvier 2023, par BloodMan

      ../ffmpeg/ffmpeg -err_detect ignore_err -nostdin -threads 0 -y -strict experimental -thread_queue_size 10M -max_delay 20M -rtbufsize 20M -fflags +discardcorrupt \
        -i "${cam1}" -i "${cam2}" -i "${cam3}" -i "${cam4}" \
        -filter_complex " \
        nullsrc=size=3840x2160:rate=30 [main1]; \
        anullsrc=channel_layout=stereo:sample_rate=44100 [a]; \
        [0:v] scale=1920:1080 [overlay1]; \
        [1:v] scale=1920:1080 [overlay2]; \
        [2:v] scale=1920:1080 [overlay3]; \
        [3:v] scale=1920:1080 [overlay4]; \
        [main1][overlay1] overlay=0:0 [main2]; \
        [main2][overlay2] overlay=1920:0 [main3]; \
        [main3][overlay3] overlay=0:1080 [main4]; \
        [main4][overlay4] overlay=1920:1080 [v] " \
        -t 10 -r 30 -g 60 -map "[v]" -map "[a]" \
        -shortest -video_size 3840x2160 -pix_fmt yuv420p -vcodec libx264 -preset ultrafast -tune zerolatency -minrate 2M -maxrate 2M -bufsize 20M -c:a aac -b:a 96k -ac 2 -ar 48000 -copytb 1 \
        -f flv -y -fflags +genpts rtmp://b.rtmp.youtube.com/live2/${key}?backup=1


  


  ffmpeg version N-109650-g9d5e66942c Copyright (c) 2000-2023 the FFmpeg developers
  built with gcc 10 (Debian 10.2.1-6)
  configuration: --prefix=/home/bloodman/ffmpeg --pkg-config-flags=--static --extra-cflags='-I/home/bloodman/ffmpeg/include -march=native' --extra-ldflags=-L/home/bloodman/ffmpeg/lib --extra-libs='-lpthread -lm' --bindir=/home/bloodman/ffmpeg --enable-gpl --enable-nonfree --enable-libx264 --enable-libfdk-aac --enable-libmp3lame --enable-libfreetype --enable-hardcoded-tables
  libavutil      57. 44.100 / 57. 44.100
  libavcodec     59. 56.100 / 59. 56.100
  libavformat    59. 35.100 / 59. 35.100
  libavdevice    59.  8.101 / 59.  8.101
  libavfilter     8. 54.100 /  8. 54.100
  libswscale      6.  8.112 /  6.  8.112
  libswresample   4.  9.100 /  4.  9.100
  libpostproc    56.  7.100 / 56.  7.100
[hls @ 0x56019db77780] Skip ('#EXT-X-VERSION:3')
[hls @ 0x56019db77780] Opening 'cams/stream1_113.ts' for reading
Input #0, hls, from 'cams/stream1.m3u8':
  Duration: N/A, start: 1122.341667, bitrate: N/A
  Program 0
    Metadata:
      variant_bitrate : 0
  Stream #0:0: Video: h264 (Baseline) ([27][0][0][0] / 0x001B), yuv420p, 2048x1536, 15 fps, 15 tbr, 90k tbn
    Metadata:
      variant_bitrate : 0
[hls @ 0x56019db9e980] Skip ('#EXT-X-VERSION:3')
[hls @ 0x56019db9e980] Opening 'cams/stream2_105.ts' for reading
Input #1, hls, from 'cams/stream2.m3u8':
  Duration: N/A, start: 1042.633000, bitrate: N/A
  Program 0
    Metadata:
      variant_bitrate : 0
  Stream #1:0: Video: h264 (Main) ([27][0][0][0] / 0x001B), yuvj420p(pc, bt709), 1920x1080 [SAR 1:1 DAR 16:9], 25 fps, 100 tbr, 90k tbn
    Metadata:
      variant_bitrate : 0
[hls @ 0x56019dccdbc0] Skip ('#EXT-X-VERSION:3')
[hls @ 0x56019dccdbc0] Opening 'cams/stream3_14.ts' for reading
Input #2, hls, from 'cams/stream3.m3u8':
  Duration: N/A, start: 132.469000, bitrate: N/A
  Program 0
    Metadata:
      variant_bitrate : 0
  Stream #2:0: Video: h264 (Main) ([27][0][0][0] / 0x001B), yuv420p, 2688x1520, 25 fps, 100 tbr, 90k tbn
    Metadata:
      variant_bitrate : 0
[hls @ 0x56019f0ec980] Skip ('#EXT-X-VERSION:3')
[hls @ 0x56019f0ec980] Opening 'cams/stream4_26.ts' for reading
Input #3, hls, from 'cams/stream4.m3u8':
  Duration: N/A, start: 253.389000, bitrate: N/A
  Program 0
    Metadata:
      variant_bitrate : 0
  Stream #3:0: Video: h264 (High) ([27][0][0][0] / 0x001B), yuvj420p(pc, bt709), 1920x1080, 90k tbr, 90k tbn
    Metadata:
      variant_bitrate : 0
Stream mapping:
  Stream #0:0 (h264) -> scale:default
  Stream #1:0 (h264) -> scale:default
  Stream #2:0 (h264) -> scale:default
  Stream #3:0 (h264) -> scale:default
  overlay:default -> Stream #0:0 (libx264)
  anullsrc:default -> Stream #0:1 (aac)
[hls @ 0x56019db77780] Opening 'cams/stream1_114.ts' for reading
[hls @ 0x56019db77780] Opening 'cams/stream1_115.ts' for reading
[swscaler @ 0x5601a2c78e40] deprecated pixel format used, make sure you did set range correctly
[swscaler @ 0x5601a332c940] deprecated pixel format used, make sure you did set range correctly
[swscaler @ 0x5601a2c78e40] deprecated pixel format used, make sure you did set range correctly
    Last message repeated 2 times
[swscaler @ 0x5601a332c940] deprecated pixel format used, make sure you did set range correctly
[swscaler @ 0x5601a361fc00] deprecated pixel format used, make sure you did set range correctly
    Last message repeated 1 times
[libx264 @ 0x56019e5212c0] using SAR=1/1
[libx264 @ 0x56019e5212c0] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2
[libx264 @ 0x56019e5212c0] profile Constrained Baseline, level 5.1, 4:2:0, 8-bit
[libx264 @ 0x56019e5212c0] 264 - core 160 r3011 cde9a93 - H.264/MPEG-4 AVC codec - Copyleft 2003-2020 - http://www.videolan.org/x264.html - options: cabac=0 ref=1 deblock=0:0:0 analyse=0:0 me=dia subme=0 psy=1 psy_rd=1.00:0.00 mixed_ref=0 me_range=16 chroma_me=1 trellis=0 8x8dct=0 cqm=0 deadzone=21,11 fast_pskip=1 chroma_qp_offset=0 threads=8 lookahead_threads=8 sliced_threads=1 slices=8 nr=0 decimate=1 interlaced=0 bluray_compat=0 constrained_intra=0 bframes=0 weightp=0 keyint=60 keyint_min=6 scenecut=0 intra_refresh=0 rc_lookahead=0 rc=crf mbtree=0 crf=23.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 vbv_maxrate=2000 vbv_bufsize=20000 crf_max=0.0 nal_hrd=none filler=0 ip_ratio=1.40 aq=0
Output #0, flv, to 'rtmp://b.rtmp.youtube.com/live2/XXXX-XXXX-XXXX-XXXX-XXXX?backup=1':
  Metadata:
    encoder         : Lavf59.35.100
  Stream #0:0: Video: h264 ([7][0][0][0] / 0x0007), yuv420p(progressive), 3840x2160 [SAR 1:1 DAR 16:9], q=2-31, 30 fps, 1k tbn
    Metadata:
      encoder         : Lavc59.56.100 libx264
    Side data:
      cpb: bitrate max/min/avg: 2000000/0/0 buffer size: 20000000 vbv_delay: N/A
  Stream #0:1: Audio: aac (LC) ([10][0][0][0] / 0x000A), 48000 Hz, stereo, fltp, 96 kb/s
    Metadata:
      encoder         : Lavc59.56.100 aac
[hls @ 0x56019db77780] Skip ('#EXT-X-VERSION:3')00:00:03.22 bitrate=7519.6kbits/s speed=0.359x
[hls @ 0x56019db77780] Opening 'cams/stream1_116.ts' for reading
[hls @ 0x56019db77780] Skip ('#EXT-X-VERSION:3')00:00:07.23 bitrate=4470.2kbits/s speed=0.383x
[hls @ 0x56019db77780] Opening 'cams/stream1_117.ts' for reading
[hls @ 0x56019f0ec980] Skip ('#EXT-X-VERSION:3')00:00:09.04 bitrate=3978.1kbits/s speed=0.384x
[hls @ 0x56019f0ec980] Opening 'cams/stream4_27.ts' for reading
[hls @ 0x56019dccdbc0] Skip ('#EXT-X-VERSION:3')
[hls @ 0x56019dccdbc0] Opening 'cams/stream3_15.ts' for reading
[hls @ 0x56019db9e980] Skip ('#EXT-X-VERSION:3')
[hls @ 0x56019db9e980] Opening 'cams/stream2_106.ts' for reading
[flv @ 0x56019e639a00] Failed to update header with correct duration.811.6kbits/s speed=0.385x
[flv @ 0x56019e639a00] Failed to update header with correct filesize.
frame=  299 fps= 12 q=34.0 Lsize=    4622kB time=00:00:09.98 bitrate=3792.7kbits/s speed=0.386x
video:4603kB audio:3kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 0.349536%
[libx264 @ 0x56019e5212c0] frame I:5     Avg QP:45.60  size:275880
[libx264 @ 0x56019e5212c0] frame P:294   Avg QP:38.77  size: 11340
[libx264 @ 0x56019e5212c0] mb I  I16..4: 100.0%  0.0%  0.0%
[libx264 @ 0x56019e5212c0] mb P  I16..4:  1.4%  0.0%  0.0%  P16..4:  4.7%  0.0%  0.0%  0.0%  0.0%    skip:93.9%
[libx264 @ 0x56019e5212c0] coded y,uvDC,uvAC intra: 16.2% 8.9% 1.2% inter: 1.8% 0.6% 0.0%
[libx264 @ 0x56019e5212c0] i16 v,h,dc,p: 64% 17% 15%  5%
[libx264 @ 0x56019e5212c0] i8c dc,h,v,p: 90%  6%  3%  1%
[libx264 @ 0x56019e5212c0] kb/s:3783.23
[aac @ 0x56019e63a700] Qavg: 65511.207
[hls @ 0x56019db77780] Skip ('#EXT-X-VERSION:3')
[hls @ 0x56019db77780] Opening 'cams/stream1_118.ts' for reading


  


  NOTES : sources are cams streamed first to hls/m3u8. -t 10 only for testing purposes.

  


  The problem is variable output fps= 12 (sometimes 2, 5, 10, maybe 13) where I expect 30. Machine is 10 times greater (encode uses up to 5% cpu).

  


  Im trying adding -re, -r 30, -r 15 to sources, convert sources via stream_filter (,fps=30), vsync (old versions of ffmpeg), wallclock time, etc. and reading stackoverflow of course. And... nothing.

  


  Where is the problem ?

  


• CRO Program : Best Practices and KPIs to Track [2024]

  8 mai 2024, par Erin

  Driving traffic to your website is only one part of the equation ; the second part is getting those visitors to convert by completing a desired action — creating an account, signing up for a newsletter or completing a purchase. 

  But if you fail to optimise your website for conversions, you’ll have a hard time guiding visitors further down the funnel and turning them into customers.

  That’s where a CRO program (or conversion rate optimisation) can help. 

  This article will cover conversion rate optimisation best practices and outline key metrics and KPIs to start tracking to see an improvement in your conversion rates.

  What is a CRO program ? 

  In the simplest terms, a CRO program — also called a CRO plan — is a digital marketing strategy. It focuses on implementing different tactics that can lead to an increase in conversion rate and maximising revenue. 

  

  One thing to remember is that the definition of “conversion” varies from business to business. The most obvious type of conversion would be a financial transaction or a completed form — but it comes down to what you consider a valuable action. 

  Many different actions can count as conversions, depending on your marketing goals. 

  Besides making a purchase, other common examples of key conversion moments include creating a new account, signing up for a free trial, booking a demo and subscribing to an email newsletter. 

  Another thing worth noting is that while the average conversion rate on e-commerce websites is 3.76%, it might fluctuate across different industries and device types. Case in point — desktop devices have higher conversion rates than mobile devices, clocking in at 4.79% and 3.32%, respectively. 

  So, in addition to defining your key conversion moments, you should also go over conversion insights relevant to your specific industry. 

  

  The importance of conversion rate optimisation 

  You’d be right to assume that the ultimate goal of a conversion rate optimisation process is to drive revenue through higher conversion rates — but don’t focus solely on the numbers. The core principle of a CRO program is improving the customer experience. Once you’ve achieved that, the increase in conversion rate will follow. 

  

  According to a recent report, global conversion rate optimisation (CRO) software sales are expected to reach $3.7 billion by 2032 — up from $1.1 billion in 2021. 

  This growth indicates the increasing interest in strategies and tools that can help optimise the conversion funnel. Businesses are looking for ways to keep potential customers engaged and improve the average conversion rate — without necessarily increasing their spending. 

  Here are a few reasons why a CRO program deserves a spot in your broader digital marketing strategies : 

  • It can lower your cost per acquisition (CPA) : A CRO program is about optimising your conversion funnel by leveraging existing assets and website traffic rather than increasing your spending — which lowers the costs of acquiring new customers and, in turn, drives ROI. 
  • It can maximise customer lifetime value (CLV) : If you can turn one-time buyers into repeat customers, you’ll be one step closer to building a loyal user base and increasing your CLV. 
  • It can lead to increased sales and boost your revenue : Higher conversion rates typically mean higher revenue ; that’s arguably the most obvious benefit of implementing a CRO program. 
  • It improves the overall user experience : The goal is to make your site more accessible, easier to navigate and more engaging. Delivering the experience people want — and expect — when navigating your website is one of the core principles of a CRO program.
  • It helps you to get to know your customers better : You can’t meet your customers’ needs without taking the time to know them, create user personas and understand their preferences, pain points and conversion barriers they may be facing. 

  Conversion optimisation gives you a competitive edge in revenue and brand reputation. 

  5 CRO best practices 

  

  Here are five conversion rate optimisation strategies and best practices that can make a real difference in the customer experience — and drive potential conversions. 

  Create a CRO roadmap in advance 

  First and foremost, you’ll need a well-defined “game plan” that aligns with and reflects your conversion goals. 

  A CRO roadmap is a detailed manual that outlines how to implement different elements of your CRO-related efforts. Marketing teams can refer to this step-by-step framework for test planning, prioritisation and resource allocation while optimising their marketing strategy. 

  While conversion rate optimisation can be a complex process — especially when you don’t know what to tackle first — we’ve found that there are three things you need to consider when setting the foundations of a successful CRO program : 

  • The “why” behind your website traffic : You’re likely using different online marketing strategies — from SEO to pay-per-click (PPC). So, it’s best to start by gathering channel-specific conversion insights through marketing attribution. Then identify which of these efforts have the biggest impact on your target audience. 
  • The so-called “conversion blockers” that tell you where and why visitors tend to leave without completing a desired action : Funnel analysis might reveal problematic pages — drop-off points where you tend to lose most of your visitors. 
  • Your “hooks” : User feedback can be of great help here ; you can learn a lot by simply asking your customers to fill out a quick online survey and tell you what motivated them to take action.

  Before working on that “game plan,” perform a pre-test analysis. 

  Matomo combines web analytics and user behaviour analytics with features like Heatmaps, Session Recordings, Form Analytics, Funnel Analytics, A/B Testing and User Flow. It can give you those initial benchmarks for measuring progress and a potential increase in conversion rate. 

  Validate your ideas with A/B and multivariate testing 

  Conversion rate optimisation is an iterative process. So, it shouldn’t come as a surprise that A/B testing variants of page layouts, CTAs, headlines, copy and other elements is a big part of it.

  Multivariate and A/B testing allows you to test a wide range of elements across your site and identify what works — and, more importantly, what doesn’t — in terms of driving conversions.

  On that note, Matomo’s A/B Testing feature can support your conversion rate optimisation process by identifying variants that perform better based on statistical significance. 

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  Get to know your website visitors 

  Driving conversions comes down to understanding potential customer’s pain points and needs — and delivering an experience that positions you as the solution and gets them to take action. 

  Here are a few things that can help you understand your website visitors better : 

  • Collecting customer feedback through surveys and using it to identify main areas for improvement 
  • Creating detailed customer personas and optimising your website design and messaging based on your target audience’s pain points, needs and wants 
  • Using heatmaps — colour-coded data visualisation tools that illustrate user interactions — and scroll maps to get a comprehensive overview of online sessions and identify the most engaging elements and those that stand out as potential conversion barriers 

  Matomo’s Heatmaps can help you identify the most-clicked elements on the page and show how far users scroll — providing powerful user insights you can use to optimise these pages.

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  Remove friction points 

  As we previously discussed, identifying friction points and barriers to conversion — issues that prevent visitors from converting — is one of the crucial aspects of developing a CRO plan. 

  Many different “conversion blockers” are worth looking into, including : 

  • Lengthy or otherwise complex checkout processes 
  • No guest checkout feature 
  • Device type, browser and OS compatibility issues 
  • Slow site speed and other technical issues
  • Lack of free shipping and limited payment methods 
  • Absence of social proof (customer reviews and testimonials) and trust badges

  Once you’ve identified what’s slowing down or completely discouraging users from reaching key conversion moments, take the time to address it. 

  Switch to text-based CTAs 

  Calls-to-action (CTAs) play a crucial role in guiding customers from interest to action. However, sometimes they fail to do their job — encouraging website visitors to proceed to the next step — effectively. 

  The most obvious reason is that your CTAs aren’t visually engaging or clear enough. In that case, you can try using action-oriented language and stronger visual elements and aligning the CTA copy with the context of the page. 

  But more often than not, the issue comes down to a phenomenon called “banner blindness” — the tendency of website visitors to ignore (either intentionally or unintentionally) elements on a page that resemble banner ads. 

  And if that’s what’s preventing visitors from converting, consider switching to text-based CTAs. 

  Conversion rate optimisation metrics and KPIs 

  At this point, you should know the outcomes you hope to achieve. Your next step should be to figure out how you’re going to measure and analyse results — and identify the changes that made the most impact on your conversion funnel. 

  After all, your CRO action plan should be based on data — assumptions and “gut feelings” will rarely lead to a notable increase in conversion rates. 

  

  That brings us to key performance indicators (KPIs) : 

  Tracking CRO metrics and website KPIs can help you understand the customer’s journey and path to purchase, identify opportunities for improving the user experience (UX) and determine how to optimise conversions.

  That said, you shouldn’t try to track every metric in the book ; think about your ultimate goal and identify the metrics and KPIs most relevant to your business. 

  We’ll assume that you’re already tracking macro- and micro-conversions. However, we’ve outlined a few additional key conversion rate optimisation metrics you should keep an eye on to make sure that your CRO program is performing as intended : 

  • Cost-per-conversion : By measuring how much you spend on each successful conversion — again, completed forms, sign-ups and sales all count as key conversion moments — you’ll be in a better position to assess the cost-effectiveness of your online marketing strategies.
  • Starter rate : This metric tells you the number of people who start filling out the form, after seeing it. This metric is particularly important for companies that rely on getting leads from forms. 
  • Average order value (AOV) : This metric is important for e-commerce sites to understand the value of their transactions. AOV calculates the average monetary value of each order.

  That’s not all ; you can also use a web analytics tool like Matomo to gain granular insights into visitors : 

  • Unique, new and returning visitors : Tracking the number of new and returning visitors your website gets within a given timeframe will help you understand your user base and determine if your content resonates with them. While you want a constant stream of new traffic, don’t overlook the importance of returning visitors ; they’re the foundation of a loyal customer base.
  • User flows : By analysing the user flows, you’ll have a visual representation of how visitors use your website, which will help you understand their journey and the specific path they take. 
  • Bounce rate : This metric tells you how many users viewed a single page on your site and ended up leaving before they took any kind of action. As such, it’s a clear indicator of how good your content, CTAs and website layout are at keeping users engaged.
  • Exit rate : Another key metric to track is the exit rate — the percentage of users who drop off at a specific page. High-exit pages usually lack important information and CTAs, cause frustration or otherwise fail to meet users’ expectations. Keep in mind that there’s a difference between bounce rate and exit rate — the latter involves users who viewed at least one other page. 

  There are many other user engagement metrics you should keep an eye on in addition to the ones mentioned above — including time on-page, actions per visit, scroll depth and traffic source. You’ll find all this information — and more — in Matomo’s Page Analytics Report. 

  Conclusion 

  Implementing a CRO program can be a time-consuming and iterative process. However, it’s vital for guiding your marketing efforts and making data-driven decisions that’ll ultimately help you drive growth and reach your business goals. 

  It’s best to start by identifying where your website visitors come from and what contributes to — or prevents them from — taking further action. But that’s easier said than done. You’ll need to leverage web analytics tools like Matomo to gather powerful user insights and monitor your website’s performance. 

  As an all-in-one, privacy-friendly web analytics solution, Matomo combines traditional web analytics and advanced behavioural analytics — delivering a consistent experience based on 100% accurate, unsampled data.

  Join the 1 million websites that have chosen Matomo as their web analytics platform. Start your 21-day free trial today — and see how Matomo can help you improve your website’s conversion rates. No credit card required.

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