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• What Are Website KPIs (10 KPIs and Best Ways to Track Them)

  3 mai 2024, par Erin

  Trying to improve your website’s performance ?

  Have you ever heard the phrase, “What gets measured gets managed ?”

  To improve, you need to start crunching your numbers.

  The question is, what numbers are you supposed to track ?

  If you want to improve your conversions, then you need to track your website KPIs.

  In this guide, we’ll break down the top website KPIs you need to be tracking and how you can track them so you can double down on what’s working with your website (and ditch what’s not).

  Let’s begin.

  What are website KPIs ?

  Before we dive into website KPIs, let’s define “KPI.”

  A KPI is a key performance indicator.

  You can use this measurable metric to track progress toward a specific objective.

  A website KPI is a metric to track progress towards a specific website performance objective.

  

  Website KPIs help your business identify strengths and weaknesses on your website, activities you’re doing well (and those you’re struggling with).

  Web KPIs can give you and your team a target to reach with simple checkpoints to show you whether you’re on the right track toward your goals.

  By tracking website KPIs regularly, you can ensure your organisation performs consistently at a high level.

  Whether you’re looking to improve your traffic, leads or revenue, keeping a close eye on your website KPIs can help you reach your goals.

  10 Website KPIs to track

  If you want to improve your site’s performance, you need to track the right KPIs.

  While there are plenty of web analytics solutions on the market today, below we’ll cover KPIs that are automatically tracked in Matomo (and don’t require any configuration).

  Here are the top 10 website KPIs you need to track to improve site performance and grow your brand :

  1. Pageviews

  Website pageviews are one of the most important KPIs to track.

  What is it exactly ?

  It’s simply the number of times a specific web page has been viewed on your site in a specific time period.

  For example, your homepage might have had 327 pageviews last month, and only 252 this month. 

  This is a drop of 23%. 

  A drop in pageviews could mean your search engine optimisation or traffic campaigns are weakening. Alternatively, if you see pageviews rise, it could mean your marketing initiatives are performing well.

  High or low pageviews could also indicate potential issues on specific pages. For example, your visitors might have trouble finding specific pages if you have poor website structure.

  

  2. Average time on page

  Now that you understand pageviews, let’s talk about average time on page.

  This is simple : it’s the average amount of time your visitors spend on a particular web page on your site.

  This isn’t the average time they spend on your website but on a specific page.

  If you’re finding that you’re getting steady traffic to a specific web page, but the average time on the page is low, it may mean the content on the page needs to be updated or optimised.

  Tracking your average time on page is important, as the longer someone stays on a page, the better the experience.

  This isn’t a hard and fast rule, though. For specific types of content like knowledge base articles, you may want a shorter period of time on page to ensure someone gets their answer quickly.

  3. Bounce rate

  Bounce rate sounds fun, right ?

  Well, it’s not usually a good thing for your website.

  A bounce rate is how many users entered your website but “bounced” away without clicking through to another page.

  Your bounce rate is a key KPI that helps you determine the quality of your content and the user experience on individual pages.

  You could be getting plenty of traffic to your site, but if the majority are bouncing out before heading to new pages, it could mean that your content isn’t engaging enough for your visitors.

  Remember, like average time on page, your bounce rate isn’t a black-and-white KPI.

  A higher bounce rate may mean your site visitors got exactly what they needed and are pleased.

  But, if you have a high bounce rate on a product page or a landing page, that is a sign you need to optimise the page.

  4. Exit rate

  Bounce rate is the percentage of people who left the website after visiting one page.

  Exit rate, on the other hand, is the percentage of website visits that ended on a specific page.

  For example, you may find that a blog post you wrote has a 19% exit rate and received 1,000 visits that month. This means out of the 1,000 people who viewed this page, 190 exited after visiting it.

  On the other hand, you may find that a second blog post has 1,000 pageviews, but a 10% exit rate, with only 100 people leaving the site after visiting this page.

  What could this mean ?

  This means the second page did a better job keeping the person on your website longer. This could be because :

  • It had more engaging content, keeping the visitors’ interest high
  • It had better internal links to other relevant pieces of content
  • It had a better call to action, taking someone to another web page

  If you’re an e-commerce store and notice that your exit rate is higher on your product, cart or checkout pages, you may need to adjust those pages for better conversions.

  

  5. Average page load time

  Want to know another reason you may have a high exit rate or bounce rate on a page ?

  Your page load time.

  The average page load time is the average time it takes (in seconds) from the moment you click through to a page until it has fully rendered within your browser.

  In other words, it’s the time it takes after you click on a page for it to be fully functional.

  Your average load time is a crucial website KPI because it significantly impacts page performance and the user experience.

  How important is your page load time ?

  Nearly 53% of website visitors expect e-commerce pages to load in 3 seconds or less.

  You will likely lose visitors if your pages take too long to load.

  You could have the best content on a web page, but if it takes too long to load, your visitors will bounce, exit, or simply be frustrated.

  6. Conversions

  

  Conversions.

  It’s one of the most popular words in digital marketing circles.

  But what does it mean ?

  A conversion is simply the number of times someone takes a specific action on your website.

  For example, it could be wanting someone to :

  • Read a blog post
  • Click an external link
  • Download a PDF guide
  • Sign up to your email list
  • Comment on your blog post
  • Watch a new video you uploaded
  • Purchase a limited-edition product
  • Sign up for a free trial of your software

  To start tracking conversions, you need to first decide what your business goals are for your website.

  With Matomo, you can set up conversions easily through the Goals feature. Simply set up your website goals, and Matomo will automatically track the conversions towards that objective (as a goal completion).

  Simply choose what conversion you want to track, and you can analyse when conversions occur through the Matomo platform.

  7. Conversion rate

  

  Now that you know what a conversion is, it’s time to talk about conversion rate.

  This key website KPI will help you analyse your performance towards your goals.

  Conversion rate is simply the percentage of visitors who take a desired action, like completing a purchase, signing up for a newsletter, or filling out a form, out of the total number of visitors to your website or landing page.

  Understanding this percentage can help you plan your marketing strategy to improve your website and business performance.

  For instance, let’s say that 2% of your website visitors purchase a product on your digital storefront.

  Knowing this, you could tweak different levers to increase your sales.

  If your average order value is $50 and you get 100,000 visits monthly, you make about $100,000.

  Let’s say you want to increase your revenue.

  One option is to increase your traffic by implementing campaigns to increase different traffic sources, such as social media ads, search ads, organic social traffic, and SEO.

  If you can get your traffic to 120,000 visitors monthly, you can increase your revenue to $120,000 — an additional $20,000 monthly for the extra 20,000 visits.

  Or, if you wanted to increase revenue, you could ignore traffic growth and simply improve your website with conversion rate optimisation (CRO).

  CRO is the practice of making changes to your website or landing page to encourage more visitors to take the desired action.

  If you can get your conversion rate up to 2.5%, the calculation looks like this :

  100,000 visits x $50 average order value x 2.5% = $125,000/month.

  8. Average time spent on forms

  If you want more conversions, you need to analyse forms.

  Why ?

  Form analysis is crucial because it helps you pinpoint where users might be facing obstacles. 

  By identifying these pain points, you can refine the form’s layout and fields to enhance the user experience, leading to higher conversion rates.

  In particular, you should track the average time spent on your forms to understand which ones might be causing frustration or confusion. 

  The average time a visitor spends on a form is calculated by measuring the duration between their first interaction with a form field (such as when they focus on it) and their final interaction.

  Find out how Concrete CMS tripled their leads using Form Analytics.

  9. Play rate

  One often overlooked website KPI you need to be tracking is play rate.

  What is it exactly ?

  The percentage of visitors who click “play” on a video or audio media format on a specific web page.

  For example, if you have a video on your homepage, and 50 people watched it out of the 1,000 people who visited your website today, you have a play rate of 5%.

  Play rate lets you track whenever someone consumes a particular piece of audio or video content on your website, like a video, podcast, or audiobook.

  Not all web analytics solutions offer media analytics. However, Matomo lets you track your media like audio and video without the need for configuration, saving you time and upkeep.

  10. Actions per visit

  Another crucial website KPI is actions per visit.

  This is the average number of interactions a visitor has with your website during a single visit.

  For example, someone may visit your website, resulting in a variety of actions :

  • Downloading content
  • Clicking external links
  • Visiting a number of pages
  • Conducting specific site searches

  Actions per visit is a core KPI that indicates how engaging your website and content are.

  The higher the actions per visit, the more engaged your visitors typically are, which can help them stay longer and eventually convert to paying customers.

  Track your website KPIs with Matomo today

  Running a website is no easy task.

  There are dozens of factors to consider and manage :

  • Copy
  • Design
  • Performance
  • Tech integrations
  • And more

  But, to improve your website and grow your business, you must also dive into your web analytics by tracking key website KPIs.

  Managing these metrics can be challenging, but Matomo simplifies the process by consolidating all your core KPIs into one easy-to-use platform.

  As a privacy-friendly and GDPR-compliant web analytics solution, Matomo tracks 20-40% more data than other solutions. So you gain access to 100% accurate, unsampled insights, enabling confident decision-making.

  Join over 1 million websites that trust Matomo as their web analytics solution. Try it free for 21 days — no credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

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

  Choose your analytics subdomain
  

  .matomo.cloud

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

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

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• What Is Ethical SEO & Why Does It Matter ?

  7 mai 2024, par Erin

  Do you want to generate more revenue ?

  Then, you need to ensure you have a steady stream of traffic flowing to your site.

  Search engines like Google, Bing and Yahoo are powerful mediums you can use to scale your business.

  Search engine optimisation (SEO) is the process of creating search engine-friendly content to draw in traffic to your website. But, if you aren’t careful, you could be crossing the line of ethical SEO into unethical SEO.

  In this article, we break down what ethical SEO is, why it’s important in business and how you can implement effective SEO into your business while remaining ethical.

  Let’s begin.

  What is ethical SEO ?

  Since the early days of the internet and search engines, business owners and marketers have tried using all kinds of SEO tactics to rank atop the search engines for relevant keywords.

  The problem ?

  Some of these practices are ethical, while others aren’t.

  What exactly is ethical SEO ?

  It’s the practice of optimising your website’s rankings in search engines by following search engine guidelines and prioritising user experience.

  

  Ethical SEO is also referred to as “white hat SEO.”

  On the other hand, businesses that break search engine rules and guidelines to “hack” their way to the top with faulty and questionable practices use unethical SEO, or “black hat SEO.”

  Ethical SEO aims to achieve higher rankings in search engines through sustainable, legitimate and fair methods.

  Black hat, or unethical SEO, aims to manipulate or “game” the system with deceptive strategies to bypass the search engine’s guidelines to rank higher.

  The two core branches of ethical SEO include :

  1. Strategies that align with search engine guidelines.
  2. Accessibility to broad audiences.

  Some examples of ethical SEO principles include :

  • Natural link building
  • Compliance with search engine guidelines
  • Establishing great user experiences
  • Creating reader-focused content

  By sticking to the right guidelines and implementing proper SEO practices, businesses can establish ethical SEO to generate more traffic and grow their brands.

  8 ethical SEO practices to implement

  If you want to grow your organic search traffic, then there’s no doubt you’ll need to have some SEO knowledge.

  While there are dozens of ways to “game” SEO, it’s best to stick to proven, ethical SEO techniques to improve your rankings.

  Stick to these best practices to increase your rankings in the search engine results pages (SERPs), increase organic traffic and improve your website conversions.

  

  1. Crafting high-quality content

  The most important piece of any ethical SEO strategy is content.

  Forget about rankings, keywords and links for a second.

  Step back and think about why people go to Google, Bing and Yahoo in the first place.

  They’re there looking for information. They have a question they need answered. That’s where you can come in and give them the answer they want. 

  How ? In the form of content.

  The best long-term ethical SEO strategy is to create the highest-quality content possible. Crafting high-quality content should be where you focus 90% of your SEO efforts.

  2. Following search engine guidelines

  Once you’ve got a solid content creation strategy, where you’re producing in-depth, quality content, you need to ensure you’re following the guidelines and rules put in place by the major search engines.

  This means you need to stay compliant with the best practices and guidelines laid out by the top search engines.

  If you fail to follow these rules, you could be penalised, your content could be downgraded or removed from search engines, and you could even have your entire website flagged, impacting your entire organic search traffic from your site.

  You need to ensure you align with the guidelines so you’re set up for long-term success with your SEO.

  3. Conducting keyword research and optimisation

  Now that we’ve covered content and guidelines, let’s talk about the technical stuff, starting with keywords.

  In the early days of SEO (late 90s), just about anyone could rank a web page high by stuffing keywords all over the page.

  While those black hat techniques used to work to “game” the system, it doesn’t work like that anymore. Google and other major search engines have much more advanced algorithms that can detect keyword stuffing and manipulation.

  Keywords are still a major part of a successful SEO strategy. You can ethically incorporate keywords into your content (and you should) if you want to rank higher. 

  Your main goal with your content is to match it with the search intent. So, incorporating keywords should come naturally throughout your content. If you try to stuff in unnecessary keywords or use spammy techniques, you may not even rank at all and could harm your website’s rankings.

  4. Incorporating natural link building

  After you’ve covered content and keywords, it’s time to dive into links. Backlinks are any links that point back to your website from another website.

  These are a crucial part of the SEO pie. Without them, it’s hard to rank high on Google. They work well because they tell Google your web page or website has authority on a subject matter.

  But you could be penalised if you try to manipulate backlinks by purchasing them or spamming them from other websites.

  Instead, you should aim to draw in natural backlinks by creating content that attracts them.

  How ? There are several options :

  • Content marketing
  • Email outreach
  • Brand mentions
  • Public relations
  • Ethical guest posting

  Get involved in other people’s communities. Get on podcasts. Write guest posts. Connect with other brands. Provide value in your niche and create content worth linking to.

  5. Respecting the intellectual property of other brands

  Content creation is moving at lightspeed in the creator economy and social media era. For better or for worse, content is going viral every day. People share content, place their spin on it, revise it, optimise it, and spread it around the internet.

  Unfortunately, this means the content is sometimes shared without the owner’s permission. Content is one form of intellectual property (IP). 

  If you share copyrighted material, you could face legal consequences.

  6. Ensuring transparency

  Transparency is one of the pillars of ethical marketing.

  If you’re running the SEO in your company or an agency, you should always explain the SEO strategies and tactics you’re implementing to your stakeholders.

  It’s best to lean on transparency and honesty to ensure your team knows you’re running operations ethically.

  7. Implementing a great user experience

  The final pillar of ethical SEO practices is offering a great user experience on your website.

  Major search engines like Google are favouring user experience more and more every year. This means knowing how to track and analyse website metrics like page load times, time on page, pageviews, media plays and event tracking.

  8. Use an ethical web analytics solution

  Last but certainly not least. Tracking your website visitors ethically is key to maintaining SEO ethics.

  You can do this by using an ethical web analytics solution like Matomo, Plausible or Fathom. All three are committed to respecting user privacy and offer ethical tracking of visitors.

  We’re a bit biassed towards Matomo, of course, but for good reasons.

  Matomo offers accurate, unsampled data along with advanced features like heatmaps, session recording, and A/B testing. These features enhance user experience and support ethical SEO practices by providing insights into user behaviour, helping optimise content. 

  Try Matomo for Free

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

  Start for free

  No credit card required

  6 unethical SEO practices to avoid

  Now that we’ve covered the ethical SEO best practices let’s talk about what kind of unethical SEO practices you want to avoid.

  Remember, SEO isn’t as easy to manipulate as it once was 20 years ago.

  Algorithms are much more sophisticated now, and search engines are getting better at detecting fraudulent, scammy or unethical SEO practices every year.

  Avoid these eight unethical SEO practices to ensure you can rank high in the long term :

  

  1. Keyword stuffing

  Keyword stuffing is probably the most common unethical SEO practice. This is where someone deliberately stuffs keywords onto a page to manipulate the search engines to rank a web page higher.

  Where this is unethical isn’t always easy to detect, but in some cases, it is. It comes down to whether it’s relevant and natural or intentionally stuffing.

  2. Cloaking

  Cloaking is another unethical SEO practice where someone manipulates the information search engines see on their website.

  For example, someone may show search engines one web page on their website, but when someone clicks on it in Google, they can direct someone to a completely different page. They do this by detecting the incoming request from the user agent and presenting different content.

  3. Deceiving functionality

  Another way companies are unethically implementing SEO tactics is by deceiving people with misleading information. For example, a website may claim to provide a free resource or directory but may intentionally lead visitors to paid products.

  4. Fraudulent redirects

  Another way to deceive or mislead searchers is by creating fraudulent redirects. A redirect is a way to take someone to a different web page when they click on another one. Redirects can be useful if a page is broken or outdated. However, they can be used to deceptively take someone to a website they didn’t intend to view.

  5. Negative SEO

  Negative SEO is the intentional attempt to harm a competitor’s search engine rankings through unethical tactics.

  These tactics include duplicating their content or generating spammy links by creating low quality or irrelevant backlinks to their site.

  6. Hidden text

  Placing hidden text on a website typically has one purpose : keyword stuffing.

  Instead of making it visible to users reading the content, websites will place invisible text or text that’s hard to read on a website to try to rank the content higher and manipulate the search engines.

  3 reasons you need to implement ethical SEO

  So, why should you ensure you only implement ethical SEO in your organic traffic strategy ?

  It’s not just about what’s morally right or wrong. Implementing ethical SEO is the smartest long-term marketing strategy :

  1. Better long-term SEO

  Search engine optimisation is about implementing the “right” tactics to get your website to rank higher.

  The funny thing is many people are trying to get quick fixes by manipulating search engines to see results now.

  However, the ones who implement shady tactics and “hacks” to game the system almost always end up losing their rankings in the long term. 

  The best long-term SEO strategy is to do things ethically. Create content that helps people. Make higher quality content than your competitors. If you do those two things right, you’ll have better search traffic for years.

  2. Great brand reputation

  Not only is ethical SEO a great way to get long-term results, but it’s also a good way to maintain a solid brand reputation.

  Reputation management is a crucial aspect of SEO. All it takes is one bad incident, and your SEO could be negatively impacted.

  3. Lower chance of penalties

  If you play by the rules, you have a lower risk of being penalised by Google.

  The reality is that Google owns the search engine, not you. While we can benefit from the traffic generation of major search engines, you could lose all your rankings if you break their guidelines.

  Track SEO data ethically with Matomo

  Ethical SEO is all about :

  • Serving your audience
  • Getting better traffic in the long run

  If you fail to follow ethical SEO practices, you could be de-ranked or have your reputation on the line.

  However, if you implement ethical SEO, you could reap the rewards of a sustainable marketing strategy that helps you grow your traffic correctly and increase conversions in the long term.

  If you’re ready to start implementing ethical SEO, you need to ensure you depend on an ethical web analytics solution like Matomo.

  Unlike other web analytics solutions, Matomo prioritises user privacy, maintains transparent, ethical data collection practices, and does not sell user data to advertisers. Matomo provides 100% data ownership, ensuring that your data remains yours to own and control.

  As the leading privacy-friendly web analytics solution globally, trusted by over 1 million websites, Matomo ensures :

  • Accurate data without data sampling for confident insights and better results
  • Privacy-friendly and GDPR-compliant web analytics
  • Open-source access for transparency and creating a custom solution tailored to your needs

  Try Matomo free for 21-days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

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  Choose your analytics subdomain
  

  .matomo.cloud

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

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

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• How to Conduct a Customer Journey Analysis (Step-by-Step)

  9 mai 2024, par Erin

  Your customers are everything.

  Treat them right, and you can generate recurring revenue for years. Treat them wrong ; you’ll be spinning your wheels and dealing with churn.

  How do you give your customers the best experience possible so they want to stick around ?

  Improve their customer experience.

  How ?

  By conducting a customer journey analysis.

  When you know how your customers experience your business, you can improve it to meet and exceed customer expectations.

  In this guide, we’ll break down how the customer journey works and give you a step-by-step guide to conduct a thorough customer journey analysis so you can grow your brand.

  What is a customer journey analysis ?

  Every customer you’ve ever served went on a journey to find you.

  From the moment they first heard of you, to the point that they became a customer. 

  Everything in between is the customer journey.

  A customer journey analysis is how you track and analyse how your customers use different channels to interact with your brand.

  

  Analysing your customer journey involves identifying the customer’s different touchpoints with your business so you can understand how it impacts their experience. 

  This means looking at every moment they interacted with your brand before, during and after a sale to help you gain actionable insights into their experience and improve it to reach your business objectives.

  Your customers go through specific customer touchpoints you can track. By analysing this customer journey from a bird’s eye view, you can get a clear picture of the entire customer experience.

  4 benefits of customer journey analysis

  Before we dive into the different steps involved in a customer journey analysis, let’s talk about why it’s vital to analyse the customer journey.

  By regularly analysing your customer journey, you’ll be able to improve the entire customer experience with practical insights, allowing you to :

  Understand your customers better

  What’s one key trait all successful businesses have ?

  They understand their customers.

  By analysing your customer journey regularly, you’ll gain new insights into their wants, needs, desires and behaviours, allowing you to serve them better. These insights will show you what led them to buy a product (or not).

  For example, through conducting a customer journey analysis, a company might find out that customers who come from LinkedIn are more likely to buy than those coming from Facebook.

  Find flaws in your customer journey

  Nobody wants to hear they have flaws. But the reality is your customer journey likely has a few flaws you could improve.

  By conducting customer journey analysis consistently, you’ll be able to pinpoint precisely where you’re losing prospects along the way. 

  For example, you may discover you’re losing customers through Facebook Ads. Or you may find your email strategy isn’t as good as it used to be.

  But it’s not just about the channel. It could be a transition between two channels. For example, you may have great engagement on Instagram but are not converting them into email subscribers. The issue may be that your transition between the two channels has a leak.

  Or you may find that prospects using certain devices (i.e., mobile, tablet, desktop) have lower conversions. This might be due to design and formatting issues across different devices.

  By looking closely at your customer journey and the different customer touchpoints, you’ll see issues preventing prospects from turning into leads or customers from returning to buy again as loyal customers.

  Gain insights into how you can improve your brand

  Your customer journey analysis won’t leave you with a list of problems. Instead, you’ll have a list of opportunities.

  Since you’ll be able to better understand your customers and where they’re falling off the sales funnel, you’ll have new insights into how you can improve the experience and grow your brand.

  For example, maybe you notice that your visitors are getting stuck at one stage of the customer journey and you’re trying to find out why.

  So, you leverage Matomo’s heatmaps, sessions recordings and scroll depth to find out more.

  In the case below, we can see that Matomo’s scroll map is showing that only 65% of the visitors are reaching the main call to action (to write a review). 

  

  To try to push for higher conversions and get more reviews, we could consider moving that button higher up on the page, ideally above the fold.

  Rather than guessing what’s preventing conversions, you can use user behaviour analytics to “step in our user’s shoes” so you can optimise faster and with confidence.

  Try Matomo for Free

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

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  Grow your revenue

  By taking charge of your customer journey, you can implement different strategies that will help you increase your reach, gain more prospects, convert more prospects into customers and turn regulars into loyal customers.

  Using customer journey analysis will help you optimise those different touchpoints to maximise the ROI of your channels and get the most out of each marketing activity you implement.

  7 steps to conduct a customer journey analysis

  Now that you know the importance of conducting a customer journey analysis regularly, let’s dive into how to implement an analysis.

  Here are the seven steps you can take to analyse the customer journey to improve your customer experience :

  

  1. Map out your customer journey

  Your first step to conducting an effective customer journey analysis is to map your entire customer journey.

  Customer journey mapping means looking at several factors :

  • Buying process
  • Customer actions
  • Buying emotions
  • Buying pain points
  • Solutions

  Once you have an overview of your customer journey maps, you’ll gain insights into your customers, their interests and how they interact with your brand. 

  After this, it’s time to dive into the touchpoints.

  2. Identify all the customer touchpoints 

  To improve your customer journey, you need to know every touchpoint a customer can (and does) make with your brand.

  This means taking note of every single channel and medium they use to communicate with your brand :

  • Website
  • Social media
  • Search engines (SEO)
  • Email marketing
  • Paid advertising
  • And more

  Essentially, anywhere you communicate and interact with your customers is fair game to analyse.

  If you want to analyse your entire sales funnel, you can try Matomo, a privacy-friendly web analytics tool. 

  You should make sure to split up your touchpoints into different customer journey stages :

  • Awareness
  • Consideration
  • Conversion
  • Advocacy

  Then, it’s time to move on to how customers interact on these channels.

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

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  3. Measure how customers interact on each channel

  To understand the customer journey, you can’t just know where your customers interact with you. You end up learning how they’re interacting.

  This is only possible by measuring customer interactions.

  How ?

  By using a web analytics tool like Matomo.

  With Matomo, you can track every customer action on your website.

  This means anytime they :

  • Visit your website
  • View a web page
  • Click a link
  • Fill out a form
  • Purchase a product
  • View different media
  • And more

  You should analyse your engagement on your website, apps and other channels, like email and social media.

  4. Implement marketing attribution

  Now that you know where your customers are and how they interact, it’s time to analyse the effectiveness of each channel based on your conversion rates.

  Implementing marketing attribution (or multi-touch attribution) is a great way to do this.

  Attribution is how you determine which channels led to a conversion.

  While single-touch attribution models credit one channel for a conversion, marketing attribution gives credit to a few channels.

  For example, let’s say Bob is looking for a new bank. He sees an Instagram post and finds himself on HSBC’s website. After looking at a few web pages, he attends a webinar hosted by HSBC on financial planning and investment strategies. One week later, he gets an email from HSBC following up on the webinar. Then, he decides to sign up for HSBC’s online banking.

  Single touch attribution would attribute 100% of the conversion to email, which doesn’t show the whole picture. Marketing attribution would credit all channels : social media, website content, webinars and email.

  Matomo offers multiple attribution models. These models leverage different weighting factors, like time decay or linear, so that you can allocate credit to each touchpoint based on its impact.

  Matomo’s multi-touch attribution reports give you in-depth insights into how revenue is distributed across different channels. These detailed reports help you analyse each channel’s contribution to revenue generation so you can optimise the customer journey and improve business outcomes.

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  5. Use a funnels report to find where visitors are leaving

  Once you set up your marketing attribution, it’s time to analyse where visitors are falling off.

  You can leverage Matomo funnels to find out the conversion rate at each step of the journey on your website. Funnel reports can help you see exactly where visitors are falling through the cracks so you can increase conversions.

  6. Analyse why visitors aren’t converting

  Once you can see where visitors are leaving, you can start to understand why.

  For example, let’s say you analyse your funnels report in Matomo and see your landing page is experiencing the highest level of drop-offs.

  

  You can also use form analytics to find out why users aren’t converting on your landing pages – a crucial part of the customer journey.

  7. A/B test to improve the customer journey

  The final step to improve your customer journey is to conduct A/B tests. These are tests where you test one version of a landing page to see which one converts better, drives more traffic, or generates more revenue.

  For example, you could create two versions of a header on your website and drive 50% of your traffic to each version. Then, once you’ve got your winner, you can keep that as your new landing page.

  

  Using the data from your A/B tests, you can optimise your customer journey to help convert more prospects into customers.

  Use Matomo to improve your customer journey analysis

  Now that you understand why it’s important to conduct customer journey analysis regularly and how it works, it’s time to put this into practice.

  To improve the customer journey, you need to understand what’s happening at each stage of your funnel. 

  Matomo gives you insights into your customer journey so you can improve website performance and convert more visitors into customers.

  Used by over 1 million websites, Matomo is the leading privacy-friendly web analytics solution in the world. 

  Matomo provides you with accurate, unsampled data so you understand exactly what’s going on with your website performance.

  The best part ?

  It’s easy to use and is compliant with the strictest privacy regulations.

  Try Matomo free for 21-days and start Improving your customer journey. No credit card required.

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