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• ffmpeg streaming UDP port is closed [closed]

  26 décembre 2023, par BrilliantContract

  I'm trying to use ffmpeg in order to transcode RTSP stream from CCTV to HLS stream so it could be accessed through a web server.

  


  ffmpeg used to stream video from CCTV with following command

  


  $ ffmpeg -i "rtsp://cam-1.loc:554?user=admin&password=admin&channel=1&stream=0" -hls_time 3 -hls_wrap 10 -f mpegts udp://localhost:6601
ffmpeg version 4.2.8 Copyright (c) 2000-2022 the FFmpeg developers
  built with gcc 8 (GCC)
  configuration: --prefix=/usr --bindir=/usr/bin --datadir=/usr/share/ffmpeg --docdir=/usr/share/doc/ffmpeg --incdir=/usr/include/ffmpeg --libdir=/usr/lib64 --mandir=/usr/share/man --arch=x86_64 --optflags='-O2 -g -pipe -Wall -Werror=format-security -Wp,-D_FORTIFY_SOURCE=2 -Wp,-D_GLIBCXX_ASSERTIONS -fexceptions -fstack-protector-strong -grecord-gcc-switches -specs=/usr/lib/rpm/redhat/redhat-hardened-cc1 -specs=/usr/lib/rpm/redhat/redhat-annobin-cc1 -m64 -mtune=generic -fasynchronous-unwind-tables -fstack-clash-protection -fcf-protection' --extra-ldflags='-Wl,-z,relro -Wl,-z,now -specs=/usr/lib/rpm/redhat/redhat-hardened-ld ' --extra-cflags=' ' --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libvo-amrwbenc --enable-version3 --enable-bzlib --disable-crystalhd --enable-fontconfig --enable-frei0r --enable-gcrypt --enable-gnutls --enable-ladspa --enable-libaom --enable-libdav1d --enable-libass --enable-libbluray --enable-libcdio --enable-libdrm --enable-libjack --enable-libfreetype --enable-libfribidi --enable-libgsm --enable-libmp3lame --enable-nvenc --enable-openal --enable-opencl --enable-opengl --enable-libopenjpeg --enable-libopus --enable-libpulse --enable-librsvg --enable-libsrt --enable-libsoxr --enable-libspeex --enable-libssh --enable-libtheora --enable-libvorbis --enable-libv4l2 --enable-libvidstab --enable-libvmaf --enable-version3 --enable-vapoursynth --enable-libvpx --enable-libx264 --enable-libx265 --enable-libxvid --enable-libzimg --enable-libzvbi --enable-avfilter --enable-avresample --enable-libmodplug --enable-postproc --enable-pthreads --disable-static --enable-shared --enable-gpl --disable-debug --disable-stripping --shlibdir=/usr/lib64 --enable-libmfx --enable-runtime-cpudetect
  libavutil      56. 31.100 / 56. 31.100
  libavcodec     58. 54.100 / 58. 54.100
  libavformat    58. 29.100 / 58. 29.100
  libavdevice    58.  8.100 / 58.  8.100
  libavfilter     7. 57.100 /  7. 57.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  5.100 /  5.  5.100
  libswresample   3.  5.100 /  3.  5.100
  libpostproc    55.  5.100 / 55.  5.100
[rtsp @ 0x5576c7340600] getaddrinfo(cam-1.loc): Name or service not known
Guessed Channel Layout for Input Stream #0.1 : mono
Input #0, rtsp, from 'rtsp://cam-1.loc:554?user=admin&password=admin&channel=1&stream=0':
  Metadata:
    title           : RTSP Session
  Duration: N/A, start: 0.000000, bitrate: N/A
    Stream #0:0: Video: h264 (Main), yuv420p(progressive), 1920x1080, 25 fps, 25 tbr, 90k tbn, 50 tbc
    Stream #0:1: Audio: pcm_alaw, 8000 Hz, mono, s16, 64 kb/s
Stream mapping:
  Stream #0:0 -> #0:0 (h264 (native) -> mpeg2video (native))
  Stream #0:1 -> #0:1 (pcm_alaw (native) -> mp2 (native))
Press [q] to stop, [?] for help
Output #0, mpegts, to 'udp://localhost:6601':
  Metadata:
    title           : RTSP Session
    encoder         : Lavf58.29.100
    Stream #0:0: Video: mpeg2video (Main), yuv420p, 1920x1080, q=2-31, 200 kb/s, 25 fps, 90k tbn, 25 tbc
    Metadata:
      encoder         : Lavc58.54.100 mpeg2video
    Side data:
      cpb: bitrate max/min/avg: 0/0/200000 buffer size: 0 vbv_delay: -1
    Stream #0:1: Audio: mp2, 16000 Hz, mono, s16, 160 kb/s
    Metadata:
      encoder         : Lavc58.54.100 mp2
[rtsp @ 0x5576c7340600] max delay reached. need to consume packette=5338.9kbits/s dup=0 drop=5 speed=1.12x    
[rtsp @ 0x5576c7340600] RTP: missed 3 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 6 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 6 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 4 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 6 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 6 packets
[h264 @ 0x5576c7993c80] concealing 972 DC, 972 AC, 972 MV errors in I frame
rtsp://cam-1.loc:554?user=admin&password=admin&channel=1&stream=0: corrupt decoded frame in stream 0=1.11x    
[rtsp @ 0x5576c7340600] max delay reached. need to consume packette=5298.4kbits/s dup=0 drop=5 speed=1.02x    
[rtsp @ 0x5576c7340600] RTP: missed 2 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 4 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 3 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 4 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 5 packets
[rtsp @ 0x5576c7340600] max delay reached. need to consume packet
[rtsp @ 0x5576c7340600] RTP: missed 2 packets
[h264 @ 0x5576c779b9c0] cabac decode of qscale diff failed at 66 60
[h264 @ 0x5576c779b9c0] error while decoding MB 66 60, bytestream 9825
[h264 @ 0x5576c779b9c0] concealing 943 DC, 943 AC, 943 MV errors in I frame
rtsp://cam-1.loc:554?user=admin&password=admin&channel=1&stream=0: corrupt decoded frame in stream 0=1.02x    
frame= 1315 fps= 25 q=31.0 Lsize=   34249kB time=00:00:53.32 bitrate=5261.8kbits/s dup=0 drop=5 speed=1.02x    
video:30544kB audio:1042kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 8.431973%


  


  nmap used to check if 6601 port is open

  


  $ nmap -Pn localhost -p 6601
Starting Nmap 7.70 ( https://nmap.org ) at 2023-12-26 10:47 UTC
Nmap scan report for localhost (127.0.0.1)
Host is up (0.0011s latency).
Other addresses for localhost (not scanned): ::1

PORT     STATE  SERVICE
6601/tcp closed mstmg-sstp

Nmap done: 1 IP address (1 host up) scanned in 0.06 seconds


  


  However, ffplayer able to play video stream

  


  ffplay udp://localhost:6601
ffplay version 4.2.8 Copyright (c) 2003-2022 the FFmpeg developers
  built with gcc 8 (GCC)
  configuration: --prefix=/usr --bindir=/usr/bin --datadir=/usr/share/ffmpeg --docdir=/usr/share/doc/ffmpeg --incdir=/usr/include/ffmpeg --libdir=/usr/lib64 --mandir=/usr/share/man --arch=x86_64 --optflags='-O2 -g -pipe -Wall -Werror=format-security -Wp,-D_FORTIFY_SOURCE=2 -Wp,-D_GLIBCXX_ASSERTIONS -fexceptions -fstack-protector-strong -grecord-gcc-switches -specs=/usr/lib/rpm/redhat/redhat-hardened-cc1 -specs=/usr/lib/rpm/redhat/redhat-annobin-cc1 -m64 -mtune=generic -fasynchronous-unwind-tables -fstack-clash-protection -fcf-protection' --extra-ldflags='-Wl,-z,relro -Wl,-z,now -specs=/usr/lib/rpm/redhat/redhat-hardened-ld ' --extra-cflags=' ' --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libvo-amrwbenc --enable-version3 --enable-bzlib --disable-crystalhd --enable-fontconfig --enable-frei0r --enable-gcrypt --enable-gnutls --enable-ladspa --enable-libaom --enable-libdav1d --enable-libass --enable-libbluray --enable-libcdio --enable-libdrm --enable-libjack --enable-libfreetype --enable-libfribidi --enable-libgsm --enable-libmp3lame --enable-nvenc --enable-openal --enable-opencl --enable-opengl --enable-libopenjpeg --enable-libopus --enable-libpulse --enable-librsvg --enable-libsrt --enable-libsoxr --enable-libspeex --enable-libssh --enable-libtheora --enable-libvorbis --enable-libv4l2 --enable-libvidstab --enable-libvmaf --enable-version3 --enable-vapoursynth --enable-libvpx --enable-libx264 --enable-libx265 --enable-libxvid --enable-libzimg --enable-libzvbi --enable-avfilter --enable-avresample --enable-libmodplug --enable-postproc --enable-pthreads --disable-static --enable-shared --enable-gpl --disable-debug --disable-stripping --shlibdir=/usr/lib64 --enable-libmfx --enable-runtime-cpudetect
  libavutil      56. 31.100 / 56. 31.100
  libavcodec     58. 54.100 / 58. 54.100
  libavformat    58. 29.100 / 58. 29.100
  libavdevice    58.  8.100 / 58.  8.100
  libavfilter     7. 57.100 /  7. 57.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  5.100 /  5.  5.100
  libswresample   3.  5.100 /  3.  5.100
  libpostproc    55.  5.100 / 55.  5.100
[mpeg2video @ 0x7f1ad854afc0] Invalid frame dimensions 0x0. f=0/0   
    Last message repeated 7 times
Input #0, mpegts, from 'udp://localhost:6601':0KB sq=    0B f=0/0   
  Duration: N/A, start: 59.288000, bitrate: N/A
  Program 1 
    Metadata:
      service_name    : RTSP Session
      service_provider: FFmpeg
    Stream #0:0[0x100]: Video: mpeg2video (Main) ([2][0][0][0] / 0x0002), yuv420p(tv, progressive), 1920x1080 [SAR 1:1 DAR 16:9], 25 fps, 25 tbr, 90k tbn, 50 tbc
    Stream #0:1[0x101]: Audio: mp2 ([4][0][0][0] / 0x0004), 16000 Hz, mono, s16p, 160 kb/s


  


  VLC cannot play the video stream :

  


  vlc udp://localhost:6601
VLC media player 3.0.18 Vetinari (revision )
[000055769aa81ba0] main libvlc: Running vlc with the default interface. Use 'cvlc' to use vlc without interface.
Warning: Ignoring XDG_SESSION_TYPE=wayland on Gnome. Use QT_QPA_PLATFORM=wayland to run on Wayland anyway.
[00007fec64011e90] mjpeg demux error: cannot peek


  


  ffprobe output

  


  ffprobe udp://localhost:6601
ffprobe version 4.2.8 Copyright (c) 2007-2022 the FFmpeg developers
  built with gcc 8 (GCC)
  configuration: --prefix=/usr --bindir=/usr/bin --datadir=/usr/share/ffmpeg --docdir=/usr/share/doc/ffmpeg --incdir=/usr/include/ffmpeg --libdir=/usr/lib64 --mandir=/usr/share/man --arch=x86_64 --optflags='-O2 -g -pipe -Wall -Werror=format-security -Wp,-D_FORTIFY_SOURCE=2 -Wp,-D_GLIBCXX_ASSERTIONS -fexceptions -fstack-protector-strong -grecord-gcc-switches -specs=/usr/lib/rpm/redhat/redhat-hardened-cc1 -specs=/usr/lib/rpm/redhat/redhat-annobin-cc1 -m64 -mtune=generic -fasynchronous-unwind-tables -fstack-clash-protection -fcf-protection' --extra-ldflags='-Wl,-z,relro -Wl,-z,now -specs=/usr/lib/rpm/redhat/redhat-hardened-ld ' --extra-cflags=' ' --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libvo-amrwbenc --enable-version3 --enable-bzlib --disable-crystalhd --enable-fontconfig --enable-frei0r --enable-gcrypt --enable-gnutls --enable-ladspa --enable-libaom --enable-libdav1d --enable-libass --enable-libbluray --enable-libcdio --enable-libdrm --enable-libjack --enable-libfreetype --enable-libfribidi --enable-libgsm --enable-libmp3lame --enable-nvenc --enable-openal --enable-opencl --enable-opengl --enable-libopenjpeg --enable-libopus --enable-libpulse --enable-librsvg --enable-libsrt --enable-libsoxr --enable-libspeex --enable-libssh --enable-libtheora --enable-libvorbis --enable-libv4l2 --enable-libvidstab --enable-libvmaf --enable-version3 --enable-vapoursynth --enable-libvpx --enable-libx264 --enable-libx265 --enable-libxvid --enable-libzimg --enable-libzvbi --enable-avfilter --enable-avresample --enable-libmodplug --enable-postproc --enable-pthreads --disable-static --enable-shared --enable-gpl --disable-debug --disable-stripping --shlibdir=/usr/lib64 --enable-libmfx --enable-runtime-cpudetect
  libavutil      56. 31.100 / 56. 31.100
  libavcodec     58. 54.100 / 58. 54.100
  libavformat    58. 29.100 / 58. 29.100
  libavdevice    58.  8.100 / 58.  8.100
  libavfilter     7. 57.100 /  7. 57.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  5.100 /  5.  5.100
  libswresample   3.  5.100 /  3.  5.100
  libpostproc    55.  5.100 / 55.  5.100
[mpeg2video @ 0x55e1be0910c0] Invalid frame dimensions 0x0.
    Last message repeated 9 times
Input #0, mpegts, from 'udp://localhost:6601':
  Duration: N/A, start: 262.760000, bitrate: N/A
  Program 1 
    Metadata:
      service_name    : RTSP Session
      service_provider: FFmpeg
    Stream #0:0[0x100]: Video: mpeg2video (Main) ([2][0][0][0] / 0x0002), yuv420p(tv, progressive), 1920x1080 [SAR 1:1 DAR 16:9], 25 fps, 25 tbr, 90k tbn, 50 tbc
    Stream #0:1[0x101]: Audio: mp2 ([4][0][0][0] / 0x0004), 16000 Hz, mono, s16p, 160 kb/s


  


  Why the video stream is not playing in VLC ?

  


  Why nmap do not see that UPD port is open ?

  


• Conversion Rate Optimisation Statistics for 2024 and Beyond

  21 novembre 2023, par Erin — Analytics Tips

  Driving traffic to your website is only half the battle. The real challenge — once you’ve used a web analytics solution to understand how users behave — is turning more of those visitors into customers.

  That doesn’t happen by accident. You need to employ conversion rate optimisation strategies and tools to see even a small lift in conversion rates. The good news is that it doesn’t take much to see massive results. Raising your conversion rate from 1% to 3% can triple your revenue. 

  In even better news, you don’t have to guess at the best ways to improve your conversion rate. We’ve done the hard work and collected the most recent and relevant conversion rate optimisation statistics to help you. 

  General conversion rate optimisation statistics

  It appears the popularity of conversion rate optimisation is soaring. According to data collected by Google Trends, there were more people searching for the term “conversion rate optimization” in September 2023 than ever before. 

  As you can see from the chart below, the term’s popularity is on a clear upward trajectory, meaning even more people could be searching for it in the near future. (Source)

  

  Do you want to know what the average landing page conversion rate is ? According to research by WordStream, the average website conversion rate across all industries is 2.35%. 

  That doesn’t paint the whole picture, however. Better-performing websites have significantly higher conversion rates. The top 25% of websites across all industries convert at a rate of 5.31% or higher. (Source)

  Let’s break things down by industry now. The Unbounce Conversion Benchmark Report offers a detailed analysis of how landing pages convert across various industries.

  First, we have the Finance and Insurance industry, which boasts a conversion rate of 15.6%. 

  On the other end, agencies appears to be one of the worst-performing. Agencies’ landing pages convert at a rate of 8.8%. (Source)

  

  What about the size of the conversion rate optimisation industry ? Given the growth in popularity of the term in Google, surely the industry is experiencing growth, right ?

  You’d be correct in that assumption. The conversion rate optimisation software market was valued at $771.2 million in 2018 and is projected to reach $1.932 billion by 2026 — a compound annual growth rate (CAGR) of 9.6%.

  Statistics on the importance of conversion rate optimisation

  If you’re reading this article, you probably think conversion rate optimisation is pretty important. But do you know its importance and where it ranks in your competitors’ priorities ? Read on to find out. 

  Bounce rate — the number of people who leave your website without visiting another page or taking action — is the scourge of conversion rate optimisation efforts. Every time someone bounces from your site, you lose the chance to convert them.

  The questions, then, are : how often do people bounce on average and how does your bounce rate compare ? 

  Siege Media analysed over 1.3 billion sessions from a range of traffic sources, including 700 million bounces, to calculate an average bounce rate of 50.9%. (Source)

  

  Bounce rates vary massively from website to website and industry to industry, however. Siege Media’s study unveils an array of average bounce rates across industries :

  • Travel – 82.58%
  • B2B – 65.17%
  • Lifestyle – 64.26%
  • Business and Finance – 63.51%
  • Healthcare – 59.50%
  • eCommerce – 54.54%
  • Insurance – 45.96%
  • Real Estate – 40.78%

  It won’t come as much of a surprise to learn that marketers are determined to reduce bounce rates and improve lead conversion. Today’s marketers are highly performance-based. When asked about their priorities for the coming year, 79% of marketers said their priority was generating quality qualified leads — the most popular answer in the survey. (Source)

  Just because it is a priority for marketers doesn’t mean that everyone has their stuff together. If you have a conversion rate optimisation process in place, you’re in the minority. According to research by HubSpot, less than one in five marketers (17%) use landing page A/B tests to improve their conversion rates. (Source)

  When it comes to personalisation strategies – a common and effective tool to increase conversion rates — the picture isn’t any rosier. Research by Salesforce found just over one-quarter of markets are confident their organisation has a successful strategy for personalisation. (Source)

  Conversion rate optimisation tactics statistics

  There are hundreds of ways to improve your website’s conversion rates. From changing the color of buttons to the structure of your landing page to your entire conversion funnel, in this section, we’ll look at the most important statistics you need to know when choosing tactics and building your own CRO experiments. 

  If you are looking for the best method to convert visitors, then email lead generation forms are the way to go, according to HubSpot. This inoffensive and low-barrier data collection method boasts a 15% conversion rate, according to the marketing automation company’s research. (Source)

  Where possible, make your call-to-actions personalised. Marketing personalisation, whether through behavioral segmentation or another strategy, is an incredibly powerful way of showing users that you care about their specific needs. It’s no great surprise, then, that HubSpot found personalised calls-to-actions perform a whopping 202% better than basic CTAs. (Source)

  If you want to boost conversion rates, then it’s just as important to focus on quantity as well as quality. Yes, a great-looking, well-written landing page will go a long way to improving your conversion rate, but having a dozen of these pages will do even more. 

  Research by HubSpot found companies see a 55% increase in leads when they increase the number of landing pages from 10 to 15. What’s more, companies with over 40 landing pages increase conversion by more than 500%. (Source)

  

  User-generated content (UGC) should also be high on your priority list to boost conversion rates. Several statistics show how powerful, impactful and persuasive social proof like user reviews can be. 

  Research shows that visitors who scroll to the point where they encounter user-generated content increase the likelihood they convert by a staggering 102.4%. (Source)

  Other trust signs can be just as impactful. Research by Trustpilot found that the following four trust signals make consumers more likely to make a purchase when shown on a product page :

  • Positive star rating and reviews (85% more likely to make a purchase)
  • Positive star rating (78%)
  • Positive customer testimonials (82%)
  • Approved or authorised seller badge (76%)

  (Source)

  Showing ratings and reviews has also increased conversion rates by 38% on home appliances and electronics stores. (Source)

  And no wonder, given that consumers are more likely to buy from brands they trust than brands they love, according to the 2021 Edelman Trust Barometer Special Report. (Source) 

  A lack of trust is also one of the top four reasons consumers abandon their shopping cart at checkout. (Source) 

  Traffic source conversion rate statistics

  What type of traffic works the best when it comes to conversions, or how often you should be signing up users to your mailing list ? Let’s look at the stats to find out. 

  Email opt-ins are one of the most popular methods for collecting customer information — and an area where digital marketers spend a lot of time and effort when it comes to conversion rate optimisation. So, what is the average conversion rate of an email opt-in box ?

  According to research by Sumo — based on 3.2 billion users who have seen their opt-in boxes — the average email opt-in rate is 1.95%. (Source)

  Search advertising is an effective way of driving website traffic, but how often do those users click on these ads ?

  WordStream’s research puts the average conversion of search advertising for all industries at 6.11%. (Source)

  The arts and entertainment industry enjoys the highest clickthrough rates (11.78%), followed by sports and recreation (10.53%) and travel (10.03%). Legal services and the home improvement industry have the lowest clickthrough rates at 4.76% and 4.8%, respectively.

  

  If you’re spending money on Google ads, then you’d better hope a significant amount of users convert after clicking them. 

  Unfortunately, conversion rates from Google ads decreased year-on-year for most industries in 2023, according to research by WordStream — in some cases, those decreases were significant. The only two industries that didn’t see a decrease in conversion rates were beauty and personal care and education and instruction. (Source)

  The average conversion rate for search ads across all industries is 7.04%. The animal and pet niche has the highest conversion rate (13.41%), while apparel, fashion and jewelry have the lowest conversion rate (1.57%). (Source)

  What about other forms of traffic ? Well, there’s good reason to try running interstitial ads on smartphone apps if you aren’t already. Ads on the iOS app see a 14.3 percent conversion rate on average. (Source)

  E-commerce conversion rate optimisation statistics (400 words)

  Conversion rate optimisation can be the difference between a store that sets new annual sales records and one struggling to get by. 

  The good news is that the conversion rate among US shoppers was the highest it’s ever been in 2021, with users converting at 2.6%. (Source)

  If you have a Shopify store, then you may find conversion rates a little lower. A survey by Littledata found the average conversion rate for Shopify was 1.4% in September 2022. (Source)

  What about specific e-commerce categories ? According to data provided by Dynamic Yield, the consumer goods category converted at the highest rate in September 2023 (4.22%), a spike of 0.34% from August. 

  Generally, the food and beverage niche boasts the highest conversion rate (4.87%), and the home and furniture niche has the lowest conversion rate (1.44%). (Source)

  If you’re serious about driving sales, don’t focus on mobile devices at the expense of consumers who shop on desktop devices. The conversion rate among US shoppers tends to be higher for desktop users than for mobile users. 

  

  In the second quarter of 2022, for instance, desktop shoppers converted at a rate of 3% on average compared to smartphone users who converted at an average rate of 2%. (Source)

  Increase your conversions with Matomo

  Conversion rate optimisation can help you grow your subscriber list, build your customer base and increase your revenue. Now, it’s time to put what you’ve learned into practice.

  Use the advice above to guide your experiments and track everything with Matomo. Achieve unparalleled data accuracy while harnessing an all-in-one solution packed with essential conversion optimisation features, including Heatmaps, Session Recordings and A/B Testing. Matomo makes it easier than ever to analyse conversion-focused experiments.

  Get more from your conversion rate optimisations by trying Matomo free for 21 days. No credit card required.

• 5-Step Conversion Rate Optimisation Checklist

  27 octobre 2023, par Erin

  Did you know the average conversion rate across e-commerce businesses in August 2023 was 2.03% ? In the past year, conversion rates have increased by 0.39%.

  Make no mistake. Just because conversion rates are higher this year doesn’t make it any easier to convert visitors.

  Cracking the secrets to improving conversion rates is crucial to running a successful website or business.

  Your site is the digital headquarters all of your marketing efforts funnel toward. With every visitor comes an opportunity to convert them into a lead (or sale).

  Keep reading if you want to improve your lead generation or convert more visitors into customers. In this article, we’ll break down a simple five-step conversion rate optimisation checklist you need to follow to maximise your conversions.

  What is conversion rate optimisation ?

  Before we dive into the steps you need to follow to optimise your conversions, let’s back up and talk conversion rate optimisation.

  

  Conversion rate optimisation, or CRO for short, is the process of increasing the number of website visitors who take a specific action. 

  In most cases, this means :

  • Turning more visitors into leads by getting them to join an email list
  • Convincing a visitor to fill out a contact form for a consultation
  • Converting a visitor into a paying customer by purchasing a product

  However, conversion rate optimisation can be used for any action you want someone to take on your site. That could be downloading a free guide, clicking on a specific link, commenting on a blog post or sharing your website with a friend.

  Why following a CRO checklist is important

  Conversion rate optimisation is both a valuable practice and an absolute necessity for any business or marketer. While it can be a bit complex, especially when you start diving into A/B testing, there are a variety of advantages :

  Get the most out of your efforts

  When all is said and done, if you can’t convert the traffic already coming to your site, dumping a ton of time and resources into traffic generation (whether paid or organic) won’t solve your problem.

  Instead, you need to look at the root of the problem : your conversion rate.

  By doubling down on conversions and following a conversion rate optimisation checklist, you’ll get the greatest result for the effort you’re already putting into your site.

  Increase audience size

  To increase your audience size, you need to increase your traffic, right ? Not exactly.

  While your audience may be considered people who have seen your content or follow you on social media, a high-value audience is one you can market to directly on an ongoing basis.

  Your website gives you the playground to convert visitors into high-value audience members. This is done by creating conversion-focused email signup forms and optimising your website for sale conversions.

  Generate more sales

  Boosting sales through CRO is the core objective. By optimising product pages, simplifying the checkout process, and employing persuasive strategies, you can systematically increase your sales and maximise the value of your existing traffic.

  Reduce customer acquisition costs (CAC)

  With conversion optimisation, you can convert a higher percentage of your website visitors into paid customers. Even if you don’t spend more on acquiring new customers, you’ll be able to generate more sales overall. 

  The result is that your customer acquisition costs will drop, allowing you to increase your total acquisitions to your customer base.

  Improve profitability

  While reduced customer acquisition costs mean you can pour more money into customer acquisition at a cheaper rate, you could simply maintain your costs while driving sales, resulting in increased profitability.

  If you can spend the same amount on acquisition but bring in 20% more customers (due to using a CRO checklist), your profit margins will automatically increase.

  5-step CRO checklist

  To double down on conversion rate optimisation, you need to follow a checklist to ensure you don’t miss any major optimisation opportunities.

  The checklist below is designed to help you systematically optimise your website, ensuring you make the most of your traffic by continuously refining its performance.

  1. Forms

  Analysing and optimising your website’s forms is crucial for enhancing conversion rates. Understanding how visitors interact with your forms can uncover pain points and help you streamline the conversion process.

  Ever wonder where your visitors drop off on your forms ? It could be due to lengthy, time-consuming fields or overly complex forms, leading to a frustrating user experience and lower conversion rate. Whatever the reason, you need the right tools to uncover the root of the issue.

  By leveraging Form Analytics, you gain powerful insights into user behaviour and can identify areas where people may encounter difficulties.

  Form Analytics provides the insights to discover :

  • Average time spent on each field : This metric helps you understand where users may be struggling or spending too much time. By optimising these fields, you can streamline the form, reduce user frustration and increase conversions.
  • Identifying drop-off points : Understanding where users drop off provides insights into which form fields may need improvement. Addressing these drop-off points can increase the conversion rate.
  • Unneeded fields with a high blank submission rate : Discovering fields left blank upon submission can highlight areas for simplification. By eliminating unnecessary fields, you can create more concise and user-friendly forms that may entice more visitors to engage with the form.

  

  Hear first-hand how Concrete CMS achieve 3x more leads with insights from Form Analytics. 

  These data-driven insights empower you to optimise your forms, remove guesswork and settle debates about form design. By fine-tuning and streamlining your forms, you can ensure a smoother path to conversion and maximise your success in converting more visitors.

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  2. Copywriting

  Another crucial element you need to test is your copywriting. Your copywriting is the foundation of your entire website. It helps communicate to your audience what you have to offer and why they need to take action.

  You need to ensure you have a good offer. This isn’t just the product or service you’re putting out there. It’s the complete package. It includes the product, rewards, a unique guarantee, customer service, packaging and promotions.

  Start testing your copy with your headlines. Look at the headers and test different phrases to convert more potential customers into paying customers.

  Here are a few tips to optimise your copy for more conversions :

  • Ensure copy is relevant to your headline and vice versa.
  • Write short words, short sentences and short paragraphs.
  • Use bullets and subheaders to make the copy easy to skim.
  • Don’t focus too heavily on optimising for search engines (SEO). Instead, write for humans.
  • Focus on writing about benefits, not features.
  • Write about how your offer solves the pain points of your audience.

  You can test your copy in several areas once you’ve begun testing your headers – your subheaders, body copy, signup forms and product pages (if you’re e-commerce).

  3. Media : videos and audio

  Next, testing out different media types is crucial. This means incorporating videos and audio into your content.

  Don’t just take a random guess by throwing stuff against the wall, hoping it sticks. Instead, you should use data to develop impactful content.

  Look at your Media Analytics reports in your website analytics solution and see what media people spend the most time on. See what kind of video or audio content already impacts conversions.

  

  Humans are highly visual. You should craft your content so it’s easy to digest. Instead of covering your website in huge chunks of text, split up your copy with engaging content like videos.

  High-quality videos and audio recordings allow your readers to consume more of your content easily, and help persuade them to take action on your site.

  4. Calls to action (CTA)

  This brings us to our next point : your call to action (CTA).

  Are you trying to convert more prospects into leads ? Want to turn more leads into customers ? Trying to get more email subscribers ? Or do you want to generate more sales every month ?

  You could write the most compelling offer flooded with beautiful images, videos and CRO tactics. But your efforts will go to waste if you don’t include a compelling CTA.

  

  Here are a few tips to optimise your CTAs :

  • Keep them congruent on a single web page (e.g., don’t sell a hat and a sweater on the same page, as it can be confusing).
  • Place at least one CTA above the fold on your web pages.
  • Include benefits in your CTA. Rather than “Buy Now,” try “Buy Now to Get 30% Off.”
  • It’s better to be clear and concise than too fancy and unique.

  Optimising your call to action isn’t just about your copywriting. It’s also about design. Test different fonts, sizes, and visual elements like borders, icons and background colours.

  5. Web design

  Your site design will impact how well your visitors convert. You could have incredible copywriting, but if your site is laid out poorly, it will drive people away.

  You must ensure your copy and visual content fit your website design well.

  The first place you need to start with your site is your homepage design.

  Your site design consists of the theme or template, colour scheme and other visual elements that can be optimised to improve conversions.

  Here are a few tips to keep in mind when optimising your website design :

  • Use a colour scheme that’s pleasant rather than too distracting or extreme.
  • Ensure your design doesn’t remove the text’s clarity but makes it easier to read.
  • When in doubt, start with black text on a white background (the opposite rarely works).
  • Keep plenty of whitespace in between design elements.
  • When in doubt about font size, start by testing a larger size.
  • Design mobile-first rather than desktop-first.

  Finally, it’s critical to ensure your website is easy to navigate. Good design is all about the user experience. Is it easy to find what they’re looking for ? Simplify steps to reduce the need to click, and your conversions will increase.

  Start optimising your website for conversions

  If you’re looking to get the most out of the traffic on your site by converting more visitors into leads or customers, following this 5-step CRO checklist will help you take steps in the right direction.

  Just remember conversion rate optimisation is an ongoing process. It’s not a one-time deal. To succeed, you need to test quickly, analyse the impact and do more of what’s working and less of what’s not.

  To optimise your website for better conversion rates, you need the right tools that provide accurate data and insights to effectively increase conversions. With Matomo, you gain access to web analytics and CRO features like Form Analytics and Media Analytics, designed to enhance your conversion rate optimisation efforts. 

  Try Matomo free for 21 days and take your conversion rate to the next level. No credit card required.

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