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• How to increase conversions to meet your business goals

  8 septembre 2020, par Joselyn Khor — Analytics Tips, Marketing
   Through optimizing your messaging, content, or your page layouts, you can increase conversions by getting your visitors through a clear pathway to achieve your business goals.

  Conversion Rate Optimization

  When we talk about optimizing websites to improve and increase conversions, we’re really talking about conversion rate optimization (CRO).

  CRO is the process of learning what the most valuable content/aspect of your website is and how to best optimize this for your visitors to increase its chance to convert. It typically involves generating ideas for elements on your site or app that can be improved, learning which pathways visitors are most likely going to take to conversion and then validating those assumptions through A/B testing and multivariate testing to transform learning into actionable insights.

  Conversion Rate

  The conversion rate is expressed as a % and the goal for any business should be to increase the % of conversions for any given goal e.g. in February a website had 200 newsletter sign-ups from 1,000 visitors on its sign-up page, a conversion rate of 20%. CRO should be used to increase the sign-up rate from 20% to 25%, and then eventually from 25% to 30% and so on.

  CRO cheat sheet

  You need to consider your website or business’ objectives (bigger picture) as well as your website goals (smaller achievements). Whatever the aim of your website, it’s crucial for this to be your starting point. Figure out what you want your website to do and what you want visitors to get from it. When you do that, you’ll know what conversions to focus on.
  

  • Define your business/website’s objectives. Do you want the website to drive sales ? Is the website a hub to raise awareness for a charity ? Do you want to increase readership for your news site ?
  • Define what your conversion goals are. This helps you narrow your focus so you follow a path to meet your overall objectives. By defining these, you clarify for yourself the next actions you should take, such as wanting to funnel users through to a sign up landing page. Then you’ll need to optimize and test your sign up landing page. If conversions are low, then tweak it and measure the results until you find you’ve increased conversion rates.
  • Conversion goals can include :
    • Purchases in your ecommerce store
    • eBook downloads
    • Sign ups to your mailing list
    • Visitors successfully filling in a contact form
  • Figure out what your Key Performance Indicators (KPIs) are and the metrics you need to focus on to achieve them.

  How to increase conversions with Matomo

  1. Set goals
  2. Heatmaps
  3. Session Recordings
  4. A/B test
  5. Form Analytics
  6. Funnels
  7. Behaviour

  1. Set goals

  “Make Sure Goals Are Clearly Understood. To prove the value of an analytics-focused company, any project you take on needs to have clear goals. If you don’t have a goal in mind you’ll fail. Everyone involved in the project needs to be aligned around the goals.”

  A goal is the measure of a successful action that you want your visitors to take. The more goals you track, the more you can learn about behavioural changes as you implement and modify paths that lead to conversions over time.

  

  You’ll understand which channels and campaigns (SEO, PPC, newsletter, blogging etc.) are converting the best for your business, which cities/countries are most popular, what devices are working and how engaged your visitors are before converting. Learn more

  2. Set Heatmaps

  This is vital to show how your visitors are engaging with your website, blog pages, signup and sales pages. If you want to learn how your visitors really engage with your website to increase conversions, Heatmaps lets you see the results visually without any guesswork.

  

  By showing where your visitors try to click, move the mouse or how far down they’re scrolling on each page, you can effortlessly discover how your visitors truly engage with your most important web pages. Rather than guessing, rely on facts to prove if the changes you make actually improve your website or not. Learn more

  How to improve conversion rates with Heatmaps :

  • If you’ve got important information that will sell your service/product or bring you loyal followers, make sure it’s in the hot zones as shown in your heatmaps.
  • Try to rearrange parts of your pages to see if that increases engagement.
  • Make it easy for people to take important actions by having the CTA above-the-fold where 100% of visitors see it. Make sure you don’t clutter this section with too many messages or actions.
  • You can also identify areas to add links as heatmaps shows where people want to click.
  • Find what content is most popular on the page

  3. Session Recordings

  This is a conversion research technique where you learn what your users are trying to do and make sure your website is optimized to give them what they want. With Session Recordings you can playback all the interactions your visitors took on your website, such as clicks, mouse movements, scrolls, resizes, form interactions and page changes in a video. Truly understand how real visitors are using your website and what experiences they’re having.

  Also, by understanding what’s working you’re increasing the usability of your website, Session Recordings allow you to identify problem areas as well as where users are getting stuck. Learn more

  

  How to improve conversion rates with Session Recordings : For example, on a product landing page, you see your visitor highlighting specific words and putting it into search. With this you can observe what they’re trying to find and what they’re actually interested in. As you tweak the page to ensure what the visitor wants can be easily found, you’re taking steps to increase the chance for more conversions.

  4. A/B Testing

  Test anything and test anywhere to increase your conversions. Grow your website by comparing different versions of your landing pages to determine what works best for your users. Subtle tweaks across different versions of your landing pages can have a significant impact on converting incoming traffic.

  

  The changes for each landing page could be :

  • A different headline
  • Less copy vs more copy
  • Different calls-to-action
  • Colour schemes, forms, fonts, links, testimonials,
  • Or, it could be an entirely different page layout altogether.

  The idea is to see if either page A or page B (or C or D) was most successful in getting your visitors to the next step in the conversion funnel. Learn more

  How Matomo used A/B Testing : For our sign up page we tested three different CTAs and found how phrasing words differently could help improve conversion rates. Both “Start improving your websites” and “Start converting more users now” were stronger CTAs and converted 7% more than, “Start my free 30-day trial”.

  5. Form Analytics

  Form Analytics gives you powerful insights into how your visitors interact with your forms (like cart, sign-up and checkout forms).

  

  Online forms can come in thousands of different variations. It’s an area on your website that if not done right, could lead to you missing out on converting a large portion of your visitors. Rely on facts when you change your forms. Learn more

  How to improve conversion rates with Form Analytics : By proving whether your form is doing better when you change it and by how much. This lets you consistently increase form submission rates (conversions) on your website which is crucial to the success of your business.

  6. Funnels

  At a glance you will learn the steps (actions, events and pages) your users go through to the desired outcomes you want them to achieve whether it’s a sale, sign-up or any other particular goal you have defined.

  

  Looking at the entire conversion funnel and focusing on usability, you’ll be able to identify where your visitors are having problems, where they aren’t understanding the flow of your webpages and identify obstacles that get in the way of your users reaching that end goal. Learn more

  How to improve conversion rates with Funnels : Learn what makes your visitors take action (or what stops them) in progressing to the next step in the conversion funnel. At each step, you’ll discover what content/layout resonates with your visitors and you can optimize your website to have the greatest impact on your business.

  TRY IT FOR FREE

  7. Behaviour

  This is one of the most important features to help you optimize your website for conversions. Learning visitor behaviour is a driving force to increase conversions. How ? It lets you identify where you could be taking action to increase conversions. You get to learn first-hand what content or feature on your site is or isn’t working for your visitors. 

  

  Engagement is essential to help increase conversion rates. If your visitors aren’t interested in the content on your site, then there’s very little chance they’ll be interested in what you have to offer. Learn more

  How to improve conversion rates with Behaviour : Get started by reducing bounce rates on important pages, testing messaging on your most popular entry pages, testing on the highest exit pages to reduce visitors leaving the site, learning pathways through Users Flow and Transitions to see if users are taking pathways that lead them to conversions or are the journeys currently long or go in odd directions. Discover how your visitors are responding to your content. The happier your visitors are to stay on your site, the more likely they’ll be able to move through the journey to help you achieve the goals you’ve set for your site.

  TRY IT FOR FREE

  Do privacy-focused industries need conversion optimization ?

  For industries that place extra emphasis on privacy and security, Matomo is a complete analytics tool that can cater for all your needs. You get the full benefits of a web analytics and conversion optimization platform as well as peace of mind knowing Matomo places emphasis on security/privacy and adheres strictly to GDPR.

  If you operate in a data sensitive industry like in government, healthcare, finance, education etc. you can rest assured knowing your user’s privacy is respected and that you will have 100% data ownership.

  Other conversion optimization metrics in Matomo to look at :

  Get a good indication that your conversion optimization efforts are working by knowing where to look and this starts by going through the metrics in your analytics. Below we list how you can make a start.

  “Best” metrics are hard to determine so you’ll need to ask yourself what you want your site to do. How do you want your users to behave or what kind of customer journey do you want them to have ?

  You can start with :

  • Decreasing abandonment rate
  • Decreasing bounce rate
  • Increasing interactions per visit
  • Reducing exit rates on pages that significantly impact your visitors to leave your site
  • Constantly test and learn what content resonates with your visitors
  • Look to advance more users through each stage of the conversion funnel
  • Improve your forms to increase submission rates
  • Always improve the conversion rate % for your goals e.g. if you currently have a 5% conversion rate for selling a product, aim for 10% ; if 30% of your visitors are downloading your e-book, then aim for 40%, then 50% and so on.

  Through optimizing your messaging, content or your page layouts, you will increase conversions by getting your visitors through a clear pathway to meet your website’s goal.

  TRY IT FOR FREE

• FFmpeg continues to process after time specified at "-to"

  4 août 2020, par Yamahabest

  I have a video, where I want to cut a part from the beginning, and from the end. And I want to apply some fade ins/fade outs, and add some text.

  


  So, I came up with the following syntax :

  


  -ss 10 -to 40 
-i "D:\DATA\Software\VideoProcessor_Files\20171015 Zelhem Tandem Frans met Mirthe.MP4" 
-loop 1 -i "Input_Files\logo maurik large.png" 
-loop 1 -i "Input_Files\logo maurik small.png" 
-filter_complex "
    color=0x7F7F7F@0.95:1920x1080[grey_for_fade_out];
    [grey_for_fade_out]fade=t=out:st=12:d=2:alpha=1[grey_fade_out];
    [0:v][grey_fade_out]overlay[video_grey_fade_out];
    color=0x7F7F7F@0.95:1920x1080[grey_for_fade_in];
    [grey_for_fade_in]fade=t=in:st=37:d=2:alpha=1[grey_fade_in];
    [video_grey_fade_out][grey_fade_in]overlay[video_grey_fade_out_in];
    [1:v]fade=t=out:st=13:d=2:alpha=1[over];
    [over]scale=iw/1.5:-1[scaled];
    [video_grey_fade_out_in][scaled]overlay=(main_w-overlay_w)/2:(main_h-overlay_h)/10[video_grey_fade_out_in_logo];
    [1:v]fade=t=in:st=36:d=2:alpha=1[over2];
    [over2]scale=iw/1.5:-1[scaled2];
    [video_grey_fade_out_in_logo][scaled2]overlay=(main_w-overlay_w)/2:(main_h-overlay_h)/2[video_grey_fade_out_in_logo2];
    [2:v]colorchannelmixer=aa=0.5,fade=t=in:st=14:d=2:alpha=1,fade=t=out:st=35:d=2:alpha=1[over3];
    [over3]scale=iw/10:-1[scaled3];
    [video_grey_fade_out_in_logo2][scaled3]overlay=10:10[video_complete];
    [video_complete]drawtext=fontfile=Input_Files/Sansation-Bold.ttf:text='Tandemvlucht met Mirthe':fontsize=96:fontcolor=white:alpha='if(lt(t,11),1,(2-(t-11))/2)':x=(w-text_w)/2:y=((h-text_h)/2)+125,drawtext=fontfile=Input_Files/Sansation-Bold.ttf:text='Zeddam':fontsize=96:fontcolor=white:alpha='if(lt(t,11),1,(2-(t-11))/2)':x=(w-text_w)/2:y=((h-text_h)/2)+250,drawtext=fontfile=Input_Files/Sansation-Bold.ttf:text='4 augustus 2020':fontsize=96:fontcolor=white:alpha='if(lt(t,11),1,(2-(t-11))/2)':x=(w-text_w)/2:y=((h-text_h)/2)+375,drawtext=fontfile=Input_Files/Sansation-Bold.ttf:text='Ook een keer meevliegen?':fontsize=96:fontcolor=white:alpha='if(lt(t,37),0,(t-37)/2)':x=(w-text_w)/2:y=((h-text_h)/6),drawtext=fontfile=Input_Files/Sansation-Bold.ttf:text='Of bel 085 - 049 55 69':fontsize=96:fontcolor=white:alpha='if(lt(t,37),0,(t-37)/2)':x=(w-text_w)/2:y=((h-text_h)/2)+350"
-preset medium 
-crf 18 
-c:a copy 
-y ".\Output_Files\Video\Zeddam\2020-08-04\Mirthe\27ed390a-8497-4550-b93f-4f87d9f2c9f0\MP_Tandemvlucht met_Mirthe_Zeddam_2020-08-04.mp4"


  


  I am quite sure this has worked in the past, but now FFmpeg just keeps on processing endlessly. If I then stop the FFmpeg process, and look at the resulting file, I see that the last frame (of the end of the specified period) just keeps on duplicating.

  


  The drop counter in the console output of FFmpeg also starts increasing at the end of the specified period :

  


  frame=  987 fps= 15 q=-1.0 Lsize=   31357kB time=00:00:41.04 bitrate=6259.0kbits/s dup=0 drop=10 speed=0.644x


  


  I am kind of lost on why this doesn't work anymore. I might have upgraded the FFmpeg executable in the mean time. Maybe my syntax was/is not correct, but I believe it just worked.

  


  It has to be in the complex filter, because when I remove that, it works alright.
It is not in the drawtext part of the complex filter, because it still occurs when I remove that. And when I only do the drawtext, FFmpeg stops correctly at the specified time.

  


  I have tried this, but then it still occurs :

  


  -filter_complex "
    color=0x7F7F7F@0.95:1920x1080[grey_for_fade_out];
    [grey_for_fade_out]fade=t=out:st=12:d=2:alpha=1[grey_fade_out];
    [0:v][grey_fade_out]overlay[video_grey_fade_out];
    color=0x7F7F7F@0.95:1920x1080[grey_for_fade_in];
    [grey_for_fade_in]fade=t=in:st=37:d=2:alpha=1[grey_fade_in];
    [video_grey_fade_out][grey_fade_in]overlay"


  


  Also with this, it still occurs :

  


  -filter_complex "
    [1:v]fade=t=out:st=13:d=2:alpha=1[over];
    [over]scale=iw/1.5:-1[scaled];
    [0:v][scaled]overlay=(main_w-overlay_w)/2:(main_h-overlay_h)/10[video_grey_fade_out_in_logo];
    [1:v]fade=t=in:st=36:d=2:alpha=1[over2];
    [over2]scale=iw/1.5:-1[scaled2];
    [video_grey_fade_out_in_logo][scaled2]overlay=(main_w-overlay_w)/2:(main_h-overlay_h)/2[video_grey_fade_out_in_logo2];
    [2:v]colorchannelmixer=aa=0.5,fade=t=in:st=14:d=2:alpha=1,fade=t=out:st=35:d=2:alpha=1[over3];
    [over3]scale=iw/10:-1[scaled3];
    [video_grey_fade_out_in_logo2][scaled3]overlay=10:10"


  


  I just don't understand. All my fade-ins/-outs seem to be within the specified range :

  


  

  • fade=t=out:st=12:d=2 : start at 12 seconds, duration 2 seconds. This ends at 14 seconds, which is smaller than 40 seconds.

  


  • fade=t=in:st=37:d=2 : start at 37 seconds, duration 2 seconds. This ends at 39 seconds, which is smaller than 40 seconds.

  


  • fade=t=out:st=13:d=2 : start at 13 seconds, duration 2 seconds. This ends at 15 seconds, which is smaller than 40 seconds.

  


  • fade=t=in:st=36:d=2 : start at 36 seconds, duration 2 seconds. This ends at 38 seconds, which is smaller than 40 seconds.

  


  


  It is just like some sequence is not ended properly, which is causing FFmpeg to just continue.

  


• The Ultimate Guide to HeatMap Software

  20 septembre 2021, par Ben Erskine — Analytics Tips, Plugins, Heatmaps

  One of the most effective ways to improve the user experience on your website is to use heatmap software. As well as in-depth insight on how to improve your website and funnels, user behaviour analytics complement traditional web metrics with insights from your customers’ point of view. 

  Heatmap software shows actual user behaviour. That means that you have a visual representation of why a customer might not be converting instead of guessing. 

  By tracking clicks, mouse movement, and page scrolling as well as analysing above the fold content engagement and overall session recordings, heatmap software helps improve user experience and therefore customer retention and conversions.  

  

  What is heatmap software ?

  Heatmap software is a data visualisation tool that uses colour to show what actions a user is taking on a website. 

  If there is a design element on a page that many users engage with, it will show as red/hot. For elements that are less engaging, it will show on the analysis as blue/cold. 

   

  Heatmap software like Matomo helps businesses to improve user experience and increase conversions by tracking elements such as :

  • Flow through sales funnels 
  • Individual session recordings for user experience 
  • A/B page comparisons 
  • Form analytics for sign ups and conversions 
  • Media interaction such as instruction or sales videos
  • Clicks on important links and information 

  Using data visualisation software like a heatmap provides more in-depth data when combined with standard website metrics. 

  What is heatmap software used for ?

  Heatmap software tracks website user behaviour to improve website performance and increase conversions. 

  Heatmaps can show you a detailed analysis of : 

  • Where visitors are clicking (or not clicking) 
  • Where visitors are hovering with their mouse
  • How far users are scrolling or stopping 
  • Where the focus is above the fold 
  • What roadblocks or frictions customers are facing in the sales funnel

  Analysing activity on your website and across channels from your customers point of view is critical in developing a customer-centric business model. 

  This is because heatmaps not only show you what customers are doing but why they are doing it. 

  Heatmap software is ideal for businesses updating and redesigning websites. It also helps to answer important growth questions such as “how can we improve our user experience ?” and “why is our sales funnel not converting better ?”. 

  The benefits of using data visualisation like heatmaps for your website

  Heatmaps are critical for improving websites because they drastically improve customer experience. 

  Customer experience is one of the most important factors in modern business success. A Walker study found that customer experience is one of the biggest differentiators between brands, overtaking other factors such as price. 

  Where straightforward website metrics show customers left a page without action, data visualisation and session recordings show what happens in between them arriving and leaving. This gives web developers and marketers invaluable insights to improve website design and ultimately increase conversions. 

  How heatmap software improves your website and conversions

  There are a few key ways that heatmap software boosts website performance and conversions. All of them focus on both creating a seamless buyer journey and using data to improve results over time. 

  How heatmap software improves conversions ; 

  • By improving UX and usability– 70% of online businesses fail due to bad usability. Heatmaps identify user frustrations and optimise accordingly 
  • By improving content structure – Heatmaps take the guesswork out of design layout and content structure by showing real visitor experiences on your website 
  • By comparing A/B landing pages – Using heatmaps on alternate landing pages can show you why conversions are working or not working based on user activity on the page
  • By optimising across devices – See how your visitors are interacting with your content to learn how well optimised your website is for various devices and remove roadblocks 

  Heatmap analytics you need to improve website user experience

  Click heatmap

  Click heatmaps are useful for two key reasons.

  Firstly, it shows where website users are clicking. 

  Heatmaps that show clicks give you a visual representation of whether copy and CTA links are clear from the customers’ point of view. It can also show whether a customer is clicking on a design feature that doesn’t link anywhere. 

  Secondly, it shows where website users are not clicking. This is just as important when developing funnels and improving user experiences.

  For example, you may have a CTA button for a free trial or purchase. A click heatmap analysis would show if this isn’t clicked on mobile devices and informs developers that it needs to be more mobile-friendly.

  

  Mouse move or hover heatmap

  Like a click heatmap, a mouse hover heatmap shows how you can improve the overall user experience.

  For example, hover heatmaps identify where your visitors engage on a particular webpage. Ideally, of course, you want them to engage with CTAs. Analysing their mouse movements or where they are hovering for more information gives you an indication of any page elements that are distracting them or not working.

  

  Scroll heatmap

  A scroll heatmap uses colours to visualise how far down in a page your visitors scroll. For most web pages, the top will have the most impressions and will naturally get less views (i.e. get “colder” on the heatmap) further down the page. 

  This lets you find out if there is important content positioned too far down the page or if the page is designed to encourage users to keep scrolling.

  No matter how good your product or service is, it won’t convert if potential customers aren’t engaged and scrolling far enough to see it.

  

  Above the fold analysis 

  Above the fold is the content that a visitor sees without scrolling. 

  In a heatmap, the “Average Above the Fold” line will show you how much content your visitors see on average when they open your page. It also shows whether the page design is engaging, whether it encourages visitors to keep scrolling, and whether important information is too far down the page and therefore being missed. 

  Above the fold analysis is arguably the most important as this is the section that the highest number of traffic will see. Using this information ensures that the right content for conversion is seen by the highest number of visitors. 

  

  Session recording

  Session Recording lets you record a real visitor session, so you can see clicks, mouse movements, scrolls, window resizes, page changes, and form interactions all in one. 

  They allow you to understand the experience from the point of view of your visitor and then optimise your website to maximise your success.

  Heatmap software like Matomo takes this one step further and allows you to gather session recordings for individual segments. By analysing sessions based on segments, you can further personalise and optimise based on customer history and patterns.

  

  Final thoughts on heatmap software 

  Heatmap software improves your user experience by easily spotting critical issues that you can then address. 

  As well as that, heatmap analytics like clicks, mouse movement, scroll, above the fold analysis and session recordings increase your marketing ROI by making the most of your existing traffic. 

  It’s a win-win ! 

  Now that you know what heatmap software is, the benefits of using heatmaps on your website and how it can improve your user experience, check out this user guide on heatmap analytics.