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• Unable to stream video file from MediaMTX media server to browser via WebRTC

  8 juin 2024, par thegreatjedi

  I took over a repository at work. It's a working demo comprising a web server which receives video and camera feeds from a media server (built from the rtsp-simple-server Docker image) via a RTSP relay server and streams the feeds to the client, all deployed via Docker Compose.

  


  I'm trying to switch over to use WebRTC instead. rtsp-simple-server has upgraded into MediaMTX since the time the demo was created 2 years ago. This is the relevant section of the updated Docker Compose configuration :

  


    media-server:
    image: bluenviron/mediamtx:latest-ffmpeg
    expose:
      - 8889
    init: true
    ports:
      - 8889:8889
    restart: unless-stopped
    volumes:
      - type: bind
        source: ./demo/vids
        target: /vids
      - type: bind
        source: ./demo/mediamtx.yml
        target: /mediamtx.yml


  


  Relevant part of the MediaMTX custom configuration in mediamtx.yml :

  


  ###############################################
# Path settings

# Settings in "paths" are applied to specific paths, and the map key
# is the name of the path.
# Any setting in "pathDefaults" can be overridden here.
# It's possible to use regular expressions by using a tilde as prefix,
# for example "~^(test1|test2)$" will match both "test1" and "test2",
# for example "~^prefix" will match all paths that start with "prefix".
paths:
  # example:
  # my_camera:
  #   source: rtsp://my_camera
  ~^demo\d+$:
    runOnDemand: ffmpeg -re -stream_loop -1 -i /vids/$MTX_PATH.mp4 -c:v libvpx -b:v 0 -crf 18 -qmin 18 -qmax 18 -f webm http://localhost:8889/$MTX_PATH/whip

  # Settings under path "all_others" are applied to all paths that
  # do not match another entry.
  all_others:


  


  I've absolutely no experience with WebRTC. This is my first time hearing of this protocol, let alone working with it. From what I understand, I need to convert my demo mp4 videos (which were successfully streaming via RTSP in the previous implementation) to a compatible video codec, so I've opted for VP8.

  


  Before trying to stream the videos into my web server, I tested the stream directly in the browser (tried with both the latest versions of Chrome and Edge). I went to http://localhost:8889/demo0 (which should convert demo0.mp4 to VP8 and then stream it over WebRTC). The video player loaded in the browser but no video data was received and nothing played. After several seconds, the screen displayed "Error : bad status code 400, retrying in some seconds". In the browser console, it showed :

  


  Failed to load resource : the server responded with a status of 400 (Bad Request)

  


  Inside the MediaMTX container's runtime logs, this is what's displayed :

  


  2024-04-02 14:53:08 ffmpeg version 6.1.1 Copyright (c) 2000-2023 the FFmpeg developers
2024-04-02 14:53:08   built with gcc 13.2.1 (Alpine 13.2.1_git20231014) 20231014
2024-04-02 14:53:08   configuration: --prefix=/usr --disable-librtmp --disable-lzma --disable-static --disable-stripping --enable-avfilter --enable-gpl --enable-ladspa --enable-libaom --enable-libass --enable-libbluray --enable-libdav1d --enable-libdrm --enable-libfontconfig --enable-libfreetype --enable-libfribidi --enable-libharfbuzz --enable-libmp3lame --enable-libopenmpt --enable-libopus --enable-libplacebo --enable-libpulse --enable-librav1e --enable-librist --enable-libsoxr --enable-libsrt --enable-libssh --enable-libtheora --enable-libv4l2 --enable-libvidstab --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxcb --enable-libxml2 --enable-libxvid --enable-libzimg --enable-libzmq --enable-lto=auto --enable-lv2 --enable-openssl --enable-pic --enable-postproc --enable-pthreads --enable-shared --enable-vaapi --enable-vdpau --enable-version3 --enable-vulkan --optflags=-O3 --enable-libjxl --enable-libsvtav1 --enable-libvpl
2024-04-02 14:53:08   libavutil      58. 29.100 / 58. 29.100
2024-04-02 14:53:08   libavcodec     60. 31.102 / 60. 31.102
2024-04-02 14:53:08   libavformat    60. 16.100 / 60. 16.100
2024-04-02 14:53:08   libavdevice    60.  3.100 / 60.  3.100
2024-04-02 14:53:08   libavfilter     9. 12.100 /  9. 12.100
2024-04-02 14:53:08   libswscale      7.  5.100 /  7.  5.100
2024-04-02 14:53:08   libswresample   5.  0.100 /  5.  0.100
2024-04-02 14:53:08   libpostproc    57.  3.100 / 57.  3.100
2024-04-02 14:53:08 Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '/vids/demo0.mp4':
2024-04-02 14:53:08   Metadata:
2024-04-02 14:53:08     major_brand     : isom
2024-04-02 14:53:08     minor_version   : 512
2024-04-02 14:53:08     compatible_brands: isomiso2mp41
2024-04-02 14:53:08     encoder         : Lavf58.76.100
2024-04-02 14:53:08   Duration: 00:00:03.47, start: 0.000000, bitrate: 1675 kb/s
2024-04-02 14:53:08   Stream #0:0[0x1](und): Video: mpeg1video (mp4v / 0x7634706D), yuv420p(tv, progressive), 640x360 [SAR 1:1 DAR 16:9], 104857 kb/s, 30 fps, 30 tbr, 90k tbn (default)
2024-04-02 14:53:08     Metadata:
2024-04-02 14:53:08       handler_name    : VideoHandler
2024-04-02 14:53:08       vendor_id       : [0][0][0][0]
2024-04-02 14:53:08     Side data:
2024-04-02 14:53:08       cpb: bitrate max/min/avg: 0/0/0 buffer size: 49152 vbv_delay: N/A
2024-04-02 14:53:08 Stream mapping:
2024-04-02 14:53:08   Stream #0:0 -> #0:0 (mpeg1video (native) -> vp8 (libvpx))
2024-04-02 14:53:08 Press [q] to stop, [?] for help
2024-04-02 14:53:08 [libvpx @ 0x7faa8591b8c0] v1.13.1
2024-04-02 14:53:08 [libvpx @ 0x7faa8591b8c0] Bitrate not specified for constrained quality mode, using default of 256kbit/sec
2024-04-02 14:53:08 Output #0, webm, to 'http://localhost:8889/demo0/whip':
2024-04-02 14:53:08   Metadata:
2024-04-02 14:53:08     major_brand     : isom
2024-04-02 14:53:08     minor_version   : 512
2024-04-02 14:53:08     compatible_brands: isomiso2mp41
2024-04-02 14:53:08     encoder         : Lavf60.16.100
2024-04-02 14:53:08   Stream #0:0(und): Video: vp8, yuv420p(tv, progressive), 640x360 [SAR 1:1 DAR 16:9], q=2-31, 256 kb/s, 30 fps, 1k tbn (default)
2024-04-02 14:53:08     Metadata:
2024-04-02 14:53:08       handler_name    : VideoHandler
2024-04-02 14:53:08       vendor_id       : [0][0][0][0]
2024-04-02 14:53:08       encoder         : Lavc60.31.102 libvpx
2024-04-02 14:53:08     Side data:
2024-04-02 14:53:08       cpb: bitrate max/min/avg: 0/0/0 buffer size: 0 vbv_delay: N/A
2024-04-02 14:53:18 2024/04/02 06:53:18 INF [path demo0] runOnDemand command stopped: timed out
2024-04-02 14:53:18 2024/04/02 06:53:18 INF [WebRTC] [session 0f460c76] closed: source of path 'demo0' has timed out
[out#0/webm @ 0x7faa859487c0] video:272kB audio:0kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 1.042856%
2024-04-02 14:53:18 frame=  315 fps= 32 q=18.0 Lsize=     275kB time=00:00:10.46 bitrate= 215.1kbits/s speed=1.05x    
2024-04-02 14:53:18 Exiting normally, received signal 2.


  


  I'm not sure what this is supposed to mean ? Why isn't the server able to stream this 3-second, 709kb video even once ? The browser connected to the server and the URL successfully, but no data was being transferred.

  


  Just in case, I decided to manually convert all of my mp4 files to webm using ffmpeg, and verified with Window's media player that the webm videos work. Then, I modified MediaMTX's configuration to stream the webm videos directly :

  


  paths:
  # example:
  # my_camera:
  #   source: rtsp://my_camera
  ~^demo\d+$:
    runOnDemand: ffmpeg -re -stream_loop -1 -i /vids/$MTX_PATH.webm -c copy -f webm http://localhost:8889/$MTX_PATH/whip


  


  However, the error persists :

  


  2024-04-02 15:03:58 ffmpeg version 6.1.1 Copyright (c) 2000-2023 the FFmpeg developers
2024-04-02 15:03:58   built with gcc 13.2.1 (Alpine 13.2.1_git20231014) 20231014
2024-04-02 15:03:58   configuration: --prefix=/usr --disable-librtmp --disable-lzma --disable-static --disable-stripping --enable-avfilter --enable-gpl --enable-ladspa --enable-libaom --enable-libass --enable-libbluray --enable-libdav1d --enable-libdrm --enable-libfontconfig --enable-libfreetype --enable-libfribidi --enable-libharfbuzz --enable-libmp3lame --enable-libopenmpt --enable-libopus --enable-libplacebo --enable-libpulse --enable-librav1e --enable-librist --enable-libsoxr --enable-libsrt --enable-libssh --enable-libtheora --enable-libv4l2 --enable-libvidstab --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxcb --enable-libxml2 --enable-libxvid --enable-libzimg --enable-libzmq --enable-lto=auto --enable-lv2 --enable-openssl --enable-pic --enable-postproc --enable-pthreads --enable-shared --enable-vaapi --enable-vdpau --enable-version3 --enable-vulkan --optflags=-O3 --enable-libjxl --enable-libsvtav1 --enable-libvpl
2024-04-02 15:03:58   libavutil      58. 29.100 / 58. 29.100
2024-04-02 15:03:58   libavcodec     60. 31.102 / 60. 31.102
2024-04-02 15:03:58   libavformat    60. 16.100 / 60. 16.100
2024-04-02 15:03:58   libavdevice    60.  3.100 / 60.  3.100
2024-04-02 15:03:58   libavfilter     9. 12.100 /  9. 12.100
2024-04-02 15:03:58   libswscale      7.  5.100 /  7.  5.100
2024-04-02 15:03:58   libswresample   5.  0.100 /  5.  0.100
2024-04-02 15:03:58   libpostproc    57.  3.100 / 57.  3.100
2024-04-02 15:03:58 Input #0, matroska,webm, from '/vids/demo0.webm':
2024-04-02 15:03:58   Metadata:
2024-04-02 15:03:58     COMPATIBLE_BRANDS: isomiso2mp41
2024-04-02 15:03:58     MAJOR_BRAND     : isom
2024-04-02 15:03:58     MINOR_VERSION   : 512
2024-04-02 15:03:58     ENCODER         : Lavf60.16.100
2024-04-02 15:03:58   Duration: 00:00:03.47, start: 0.000000, bitrate: 217 kb/s
2024-04-02 15:03:58   Stream #0:0: Video: vp8, yuv420p(tv, progressive), 640x360, SAR 1:1 DAR 16:9, 30 fps, 30 tbr, 1k tbn (default)
2024-04-02 15:03:58     Metadata:
2024-04-02 15:03:58       HANDLER_NAME    : VideoHandler
2024-04-02 15:03:58       VENDOR_ID       : [0][0][0][0]
2024-04-02 15:03:58       ENCODER         : Lavc60.31.102 libvpx
2024-04-02 15:03:58       DURATION        : 00:00:03.466000000
2024-04-02 15:03:58 Output #0, webm, to 'http://localhost:8889/demo0/whip':
2024-04-02 15:03:58   Metadata:
2024-04-02 15:03:58     COMPATIBLE_BRANDS: isomiso2mp41
2024-04-02 15:03:58     MAJOR_BRAND     : isom
2024-04-02 15:03:58     MINOR_VERSION   : 512
2024-04-02 15:03:58     encoder         : Lavf60.16.100
2024-04-02 15:03:58   Stream #0:0: Video: vp8, yuv420p(tv, progressive), 640x360 [SAR 1:1 DAR 16:9], q=2-31, 30 fps, 30 tbr, 1k tbn (default)
2024-04-02 15:03:58     Metadata:
2024-04-02 15:03:58       HANDLER_NAME    : VideoHandler
2024-04-02 15:03:58       VENDOR_ID       : [0][0][0][0]
2024-04-02 15:03:58       ENCODER         : Lavc60.31.102 libvpx
2024-04-02 15:03:58       DURATION        : 00:00:03.466000000
2024-04-02 15:03:58 Stream mapping:
2024-04-02 15:03:58   Stream #0:0 -> #0:0 (copy)
2024-04-02 15:03:58 Press [q] to stop, [?] for help
2024-04-02 15:04:08 2024/04/02 07:04:08 INF [path demo0] runOnDemand command stopped: timed out
2024-04-02 15:04:08 2024/04/02 07:04:08 INF [WebRTC] [session 829664cb] closed: source of path 'demo0' has timed out
[out#0/webm @ 0x7f04b00515c0] video:281kB audio:0kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 1.023511%
2024-04-02 15:04:08 size=     284kB time=00:00:10.49 bitrate= 221.3kbits/s speed=1.05x    
2024-04-02 15:04:08 Exiting normally, received signal 2.


  


  This is the same when I try to stream my other videos (demo1.mp4, demo2.mp4 etc.). What am I doing wrong ?

  


• Incrementality Testing : Quick-Start Guide (With Calculations)

  26 mars 2024, par Erin

  How do you know when a campaign is successful ? When you earn more revenue than last month ?

  Maybe.

  But how do you know how much of an impact a certain campaign or channel had on your sales ?

  With marketing attribution, you can determine credit for each sale.

  But if you want a deeper look, you need to understand the incremental impact of each channel and campaign.

  The way you do this ?

  Incrementality testing.

  In this guide, we break down what incrementality is, why it’s important and how to test it so you can double down on the activities driving the most growth.

  What is incrementality ?

  So, what exactly is incrementality ?

  Let’s say you just ran a marketing campaign for a new product. The launch was a success. Breakthrough numbers in your revenue. You used a variety of channels and activities to bring it all together.

  So, you launch a plan for next month’s campaign. But you don’t truly know what moved the needle.

  Did you just hit new highs because your audience is bigger ? And your brand is greater ?

  Or did the recent moves you made make a direct difference ?

  This is incrementality.

  

  Incrementality is growth directly attributed to marketing efforts beyond the overall impact of your brand. By measuring and conducting incrementality testing, you can clearly see how much of a difference each activity or channel truly impacted business growth. 

  What is incrementality testing ?

  Incrementality testing allows marketers to gauge the effectiveness of a marketing tactic or strategy. It tells you if a particular marketing activity had a positive, negative or neutral impact on your business. 

  It also tells you the overall impact it can have on your key performance indicators (KPIs). 

  The result ?

  You can pinpoint the highest-performing moves and incorporate them into your marketing workflows. You also discard marketing strategies with negligible, neutral or even negative impacts. 

  For example, let’s say you think a B2B LinkedIn ads campaign will help you reach your product launch goals. An incrementality test can tell you if the introduction of this campaign will help you get to the desired outcome.

  How incrementality testing works

  Before diving into your testing phase, you must clearly identify your KPIs.

  Here are the top KPIs you should be tracking on your website :

  • Ad impressions
  • Website visits
  • Leads
  • Sales

  The exact KPIs will depend on your marketing goals. You’re ready to move forward once you know your key performance indicators.

  Here’s how incrementality testing works step-by-step :

  1. Define a test and control group

  The first step is to define a test group and control group. 

  • A test group is a segment of your target audience that’s exposed to the marketing campaign. 
  • A control group is a segment that isn’t. 

  Keep in mind that both groups have similar demographics and other relevant characteristics. 

  2. Execute your campaign

  The second step is to run the marketing campaign on the test group. This can be a Facebook ad, LinkedIn ad or email marketing campaign.

  It all depends on your goals and your primary channels.

  3. Measure outcomes

  The third step is to measure the campaign’s impact based on your KPIs. 

  Let’s say a brand wants to see if a certain marketing move increases its leads. The test can tell them the number of email sign-ups with and without the campaign. 

  4. Compare results

  Next, compare the test group results with the control group. The difference in outcomes tells you the impact of that campaign. You can then use this difference to inform your future marketing strategies. 

  With Matomo, you can easily track results from campaigns — like conversions. 

  Our platform lets you quickly see what channels are getting the best results so you can gain insights into incrementality and optimise your strategy.

  Try Matomo for Free

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

  Start for free

  No credit card required

  Why it’s important to conduct incrementality tests

  The digital marketing industry is constantly changing. Marketers need to stay on their toes to keep up. Incrementality tests help you stay on track.

  For example, let’s say you’re selling laptops. You can increase your warranty period to three years to see the impact on sales. An incrementality test will tell you if this move will boost your sales (and by how much).

  Now, let’s dive into the reasons why you need to consistently conduct incrementality tests :

  Determine the right tactics for success

  Identifying the best action to grow your business is a challenge every marketer faces.

  The best way to identify marketing tactics is by conducting incrementality testing. These tactics are bound to work since data back them. As a result, you can optimise your marketing budget and maximise your ROIs. 

  It lets you run multiple tests to identify the most impactful strategy between :

  • An email marketing strategy
  • A social media strategy 
  • A PPC ad

  For instance, an incrementality test might suggest email marketing will be more cost-effective than an ad campaign. What you can do is :

  • Expose the test group to the email marketing campaign and then compare the results with the control group
  • Expose the test group to the ad campaign and then compare its results with the control group

  Then, you can calculate the difference in results between the two marketing campaigns. This lets you focus on the strategy with a better ROI or ROAS potential. 

  Accurate data

  Marketing data is powerful. But getting accurate data can be challenging. With incrementality testing, you get to know the true impact of a marketing campaign. 

  Plus, with this testing strategy, you don’t have to waste your marketing budget. 

  With Matomo, you get 100% accurate data on all website activities. 

  Unlike Google Analytics, Matomo doesn’t rely on inaccurate data sampling — limiting the amount of data analysed.

  Try Matomo for Free

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

  Start for free

  No credit card required

  Get the most out of your marketing investment

  Every business owner wants to maximise their return on investment. The ROI you get mainly depends on the marketing strategy. 

  For instance, email marketing offers an ROI of about 40:1 with some sources even reporting as high as 72:1.

  Incrementality testing helps you make informed investment decisions. With it, you can pinpoint the tactics that are most likely to bring the highest return. You can then focus your resources on them. It also helps you stay away from low-performing strategies. 

  Increase revenue

  It’s safe to say that the goal behind every marketing effort is a revenue boost. The higher your revenue, the more profits you generate. However, for many marketers, it’s an uphill battle. 

  With incrementality testing, you can boost your revenue by focusing your efforts in the right direction. 

  Get more traffic

  Incrementality testing tells you if a particular strategy can help you drive more traffic. You can use it to get more high-quality leads to your website or landing pages and double down on high-traffic strategies to increase those leads.

  How to test incrementality

  

  Developing an implementation plan is crucial to generate accurate insights from an incrementality test. Incrementality testing is like running a science experience. You need to go through several stages. Each stage is important for generating accurate results. 

  Here’s how you test incrementality :

  Define your goals

  Get clarity on what you want to achieve with this campaign. Which KPIs do you want to test ? Is it the return on your overall investment (ROI), return on ad spend (ROAS) or something else ?

  Segment your audience

  Selecting the right audience segment is crucial to getting accurate insights with an incrementality test. Decide the demographics and psychographics of the audience you want to target. Then, divide this audience segment into two sub-parts :

  • Test group (people you’ll expose to the marketing campaign)
  • Control group (people who won’t be exposed to the campaign)

  These groups are a part of the larger segment. This means people in both groups will have similar attributes. 

  Launch the test at the right time

  Before the launch, decide on the length of the test. Ideally, it should be at least one week. Don’t run any other campaigns in this window, as it can interfere with the results. 

  Analyse the data and take action

  Once the campaign is over, measure the results from both groups. Compare the data to identify incremental lift in your selected KPIs. 

  Let’s say you want to see if this campaign can boost your sales. Check to see if the test group responded differently than the control group. If the sales equal your desired outcome, you have a winning strategy. 

  Not all incrementality tests result in a positive incremental lift ; Some can be neutral, indicating that the campaign didn’t have any effect. Some can even indicate a negative lift, which means your core group performed better than the test group. 

  Lastly, take action based on the test findings. 

  Incrementality test examples 

  You can use incrementality testing to identify gaps and growth opportunities in your strategy. 

  Here’s an example :

  Let’s say a company runs an incrementality test on a YouTube marketing strategy for sales. The results indicate that the ROI was only $0.10, as the company makes $1.10 for every $1.00 spent. This alarms the marketing department and helps them optimise the campaign for a higher ROI. 

  Here’s another practical example :

  Let’s say a retail business wanted to test the effectiveness of its ad campaign. So, the retailer optimises its ad campaign after conducting an incrementality test on a test and control group. As a result, they experienced a 34% incremental increase in sales.

  How to calculate incrementality in marketing

  Once you’ve aggregated the data, it’s time to calculate. There are two ways to calculate incrementality :

  Incremental profit 

  The first one is incremental profit. It tells you how much profit you can generate with a strategy (If any). With it, you get the actual value of a marketing campaign. 

  It’s calculated with the following formula :

  Test group profit – control group profit = incremental profit 

  For example, let’s say you’re exposing a test group to a paid ads campaign. And it generates a profit of $3,000. On the other hand, the control group generated a $2,000 profit. 

  In this case, your incremental profit will be $1,000 ($3,000 – $2,000). 

  However, if the paid ads campaign generates a $2,000 profit, the incremental profit would be zero. Essentially, you’re generating the same profit as before, which means the campaign doesn’t work. Similarly, a marketing strategy is no good if it generates lower profits than the control group. 

  Incremental lift

  Incremental lift measures the difference in the conversions you generate with each group. 

  Here’s the formula :

  (Test – Control)/Control x 100 = Lift

  So, let’s say the test group and control group generated 2,000 and 1,000 conversions, respectively. 

  The incremental lift you’ll get from this incrementality test would be :

  (2,000 – 1,000)/1,000 x 100 = 100

  This turns out to be a 100% incremental lift.

  How to track incrementality with Matomo

  Incrementality testing lets you use a practical approach to identify the best marketing path for your business.

  It helps you develop a hyper-focused approach that gives you access to accurate and practical data. 

  With these insights, you can confidently move forward to maximise your ROI since it helps you focus on high-performing tactics. 

  The result is more revenue and profit for your business. 

  Plus, all you need to do is identify your target audience, divide them into two groups and run your test. Then, the results will be compared to determine if the marketing strategy offers any value. 

  Conducting incrementality tests may take time and expertise. 

  But, thanks to Matomo, you can leverage accurate insights for your incrementality tests to ensure you make the right decisions to grow your business.

  See for yourself why over 1 million websites choose Matomo. Try it free for 21-days now. No credit card required.

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• 7 Benefits Segmentation Examples + How to Get Started

  26 mars 2024, par Erin

  Every copywriter knows the importance of selling a product’s benefits, not its features. So why should your marketing efforts be different ?

  Answer : they shouldn’t.

  It’s time to stop using demographic or behavioural traits to group customers and start using benefits segmentation instead.

  Benefits segmentation groups your customers based on the value they get from your product or service. In this article, we’ll cover seven real-life examples of benefits segmentation, explain why it’s so powerful and show how to get started today.

  What is benefits segmentation ?

  Benefits segmentation is a way for marketers to group their target market based on the value they get from their products or services. It is a form of customer segment marketing. Other types of market segmentation include :

  • Geographic segmentation
  • Demographic segmentation
  • Psychographic segmentation
  • Behavioural segmentation
  • Firmographic segmentation

  Customers could be the same age, from the same industry and live in the same location but want drastically different things from the same product. Some may like the design of your products, others the function, and still more the price. 

  Whatever the benefits, you can make your marketing more effective by building advertising campaigns around them.

  Why use benefits segmentation ?

  Appealing to the perceived benefits of your product is a powerful marketing strategy. Here are the advantages of you benefit segmentation can expect :

  

  More effective marketing campaigns

  Identifying different benefits segments lets you create much more targeted marketing campaigns. Rather than appeal to a broad customer base, you can create specific ads and campaigns that speak to a small part of your target audience. 

  These campaigns tend to be much more powerful. Benefits-focused messaging better resonates with your audience, making potential customers more likely to convert.

  Better customer experience 

  Customers use your products for a reason. By showing you understand their needs through benefits segmentation, you deliver a much better customer experience — in terms of messaging and how you develop new products. 

  In today’s world, experience matters. 80% of customers say a company’s experience is as important as its products and services.

  Stronger customer loyalty

  When products or services are highly targeted at potential customers, they are more likely to return. More than one-third (36%) of customers would return to a brand if they had a positive experience, even if cheaper or more convenient alternatives exist.

  Using benefits segmentation will also help you attract the right kind of people in the first place — people who will become long-term customers because your benefits align with their needs. 

  Improved products and services

  Benefits segmentation makes it easier to tailor products or services to your audiences’ wants and needs. 

  Rather than creating a product meant to appeal to everyone but doesn’t fulfil a real need, your team can create different ranges of the same product that target different benefits segments. 

  Higher conversion rates

  Personalising your pitch to individual customers is powerful. It drives performance and creates better outcomes for your target customer. Companies that grow faster drive 40 per cent more revenue from personalisation than their slower-growing counterparts.

  When sales reps understand your product’s benefits, talking to customers about them and demonstrating how the product solves particular pain points is much easier. 

  In short, benefits segmentation can lead to higher conversion rates and a better return on investment. 

  7 examples of benefits segmentation

  Let’s take a look at seven examples of real-life benefits segmentation to improve your understanding :

  Nectar

  Mattress manufacturer Nectar does a great job segmenting their product range by customer benefits. That’s a good thing, given how many different things people want from their mattress. 

  It’s not just a case of targeting back sleepers vs. side sleepers ; they focus on more specific benefits like support and cooling. 

  

  Take a look at the screenshot above. Nectar mentions the benefits of each mattress in multiple places, making it easy for customers to find the perfect mattress. If you care about value, for example, you might choose “The Nectar.” If pressure relief and cooling are important to you, you might pick the “Nectar Premier.”

  24 Hour Fitness

  A gym is a gym is a gym, right ? Not when people use it to achieve different goals, it’s not. And that’s what 24 Hour Fitness exploits when they sell memberships to their audience. 

  As you can see from its sales page, 24 Hour Fitness targets the benefits that different customers get from their products :

  

  Customers who just care about getting access to weights and treadmills for as cheap as possible can buy the Silver Membership. 

  But getting fit isn’t the only reason people go to the gym. That’s why 24 Hour Fitness targets its Gold Membership to those who want the “camaraderie” of studio classes led by “expert instructors.”

  Finally, some people value being able to access any club, anywhere in the country. Consumers value flexibility greatly, so 24 Hour Fitness limits this perk to its top-tier membership. 

  Notion

  Notion is an all-in-one productivity and note-taking app that aims to be the only productivity tool people and teams need. Trying to be everything to all people rarely works, however, which is why Notion cleverly tweaks its offering to appeal to the desires of different customer segments :

  

  For price-conscious individuals, it provides a pared solution that doesn’t bloat the user experience with features or benefits these consumers don’t care about.

  The Plus tier is the standard offering for teams who need a way to collaborate online. Still, there are two additional tiers for businesses that target specific benefits only certain teams need. 

  For teams that benefit from a longer history or additional functionality like a bulk export, Notion offers the Business tier at almost double the price of the standard Plus tier. Finally, the Enterprise tier for businesses requires much more advanced security features. 

  Apple

  Apple is another example of a brand that designs and markets products to customers based on specific benefits.

  

  Why doesn’t Apple just make one really good laptop ? Because customers want different things from them. Some want the lightest or smallest laptop possible. Others need ones with higher processing power or larger screens.

  One product can’t possibly deliver all those benefits. So, by understanding the precise reasons people need a laptop, Apple can create and market products around the benefits that are most likely to be sold. 

  Tesla

  In the same way Apple understands that consumers need different things from their laptops, Tesla understands that consumers derive different benefits from their cars. 

  It’s why the company sells four cars (and now a truck) that cover various sizes, top speeds, price points and more. 

  

  Tesla even asks customers about the benefits they want from their car when helping them to choose a vehicle. By asking customers to pick how they will use their new vehicle, Tesla can ensure the car’s benefits match up to the consumers’ goals. 

  Dynamite Brands

  Dynamite Brands is a multi-brand, community-based business that targets remote entrepreneurs around the globe. But even this heavily niched-down business still needs to create benefit segments to serve its audience better. 

  It’s why the company has built several different brands instead of trying to serve every customer under a single banner :

  

  If you just want to meet other like-minded entrepreneurs, you can join the Dynamite Circle, for example. But DC Black might be a better choice if you care more about networking and growing your business.

  It’s the same with the two recruiting brands. Dynamite Jobs targets companies that just want access to a large talent pool. Remote First Recruiting targets businesses that benefit from a more hands-on approach to hiring where a partner does the bulk of the work.

  Garmin

  Do you want your watch to tell the time or do you want it to do more ? If you fall into the latter category, Garmin has designed dozens of watches that target various benefits.

  

  Do you want a watch that tracks your fitness without looking ugly ? Buy the Venu. 

  Want a watch designed for runners ? Buy the Forerunner. 

  Do you need a watch that can keep pace with your outdoor lifestyle ? Buy the Instinct. 

  Just like Apple, Garmin can’t possibly design a single watch that delivers all these benefits. Instead, each watch is carefully built for the target customer’s needs. Yes, it makes the target market smaller, but it makes the product more appealing to those who care about those benefits.

  How to get started with benefits segmentation

  According to Gartner, 63% of digital marketing leaders struggle with personalisation. Don’t be one of them. Here’s how you can improve your personalisation efforts using benefits segmentation. 

  Research and define benefits

  The first step to getting started with benefit segmentation is understanding all the benefits customers get from your products. 

  You probably already know some of the benefits, but don’t underestimate the importance of customer research. Hold focus groups, survey customers and read customer reviews to discover what customers love about your products. 

  Create benefit-focused customer personas

  Now you understand the benefits, it’s time to create customer personas that reflect them. Group consumers who like similar benefits and see if they have any other similarities. 

  Price-conscious consumers may be younger. Maybe people who care about performance have a certain type of job. The more you can do to flesh out what the average benefits-focused consumer looks like, the easier it will be to create campaigns. 

  Create campaigns focused on each benefit

  Now, we get to the fun part. Make the benefit-focused customer personas you created in the last step the focus of your marketing campaigns going forward. 

  Don’t try to appeal to everyone. Just make your campaigns appeal to these people.

  Go deeper with segmentation analytics

  The quality of your benefit segmentation strategy hinges on the quality of your data. That’s why using a an accurate web analytics solution like Matomo to track how each segment behaves online using segmentation analytics is important.

  

  This data can make your marketing campaigns more targeted and effective.

  Benefits segmentation in practice

  Let’s say you have an e-commerce website selling a wide range of household items, and you want to create a benefit segment for “Tech Enthusiasts” who are interested in the latest gadgets and cutting-edge technology. You want to track and analyse their behaviour separately to tailor marketing campaigns or website content specifically for this group.

  1. Identify characteristics : Determine key characteristics or behaviours that define the “Tech Enthusiasts” segment. 

  This might include frequent visits to product pages of the latest tech products, site searches that contain different tech product names, engaging with tech-specific content in emails or spending more time on technology-related blog posts.

  One quick and surefire way to identify characteristics of a segment is to look historically at specific tech product purchases in your Matomo and work your way backwards to find out what steps a “Tech Enthusiast” takes before making a purchase. For instance, you might look at User Flows to discover this.

  

  2. Create segments in Matomo : Using Matomo’s segmentation features, you can create a segment that includes users exhibiting these characteristics. For instance :

  • • Segment by page visits : Create a segment that includes users who visited tech product pages or spent time on tech blogs.

  

  • • Segment by event tracking : If you’ve set up event tracking for specific actions (like clicking on “New Tech” category buttons), create a segment based on these events.
    • Combine conditions : Combine various conditions (e.g., pages visited, time spent, specific actions taken) to create a comprehensive segment that accurately represents “Tech Enthusiasts.”

  3. Track and analyse : Apply this segment to your analytics data in Matomo to track and analyse the behaviour of this group separately. Monitor metrics like their conversion rates, time spent on site or specific products they engage with.
  4. Tailor marketing : Use the insights from analysing this segment to tailor marketing strategies. This could involve creating targeted campaigns or customising website content to cater specifically to these users.

  Remember, the key is to define criteria that accurately represent the segment you want to target, use Matomo’s segmentation tools to isolate this group, and effectively derive actionable insights to cater to their preferences or needs.

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  Track your segmentation efforts 

  Benefits segmentation is a fantastic way to improve your marketing. It can help you deliver a better customer experience, improve your product offering and help your sales reps close more deals. 

  Segmenting your audience with an analytics platform lets you go even deeper. But doing so in a privacy-sensitive way can be difficult. 

  That’s why over 1 million websites choose Matomo as their web analytics solution. Matomo provides exceptional segmentation capabilities while remaining 100% accurate and compliant with global privacy laws.

  Find out how Matomo’s insights can level up your marketing efforts with our 21-day free trial, no credit card required.

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