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• 6 Crucial Benefits of Conversion Rate Optimisation

  26 février 2024, par Erin

  Whether investing time or money in marketing, you want the best return on your investment. You want to get as many customers as possible with your budget and resources.

  That’s what conversion rate optimisation (CRO) aims to do. But how does it help you achieve this major goal ? 

  This guide explores the concrete benefits of conversion rate optimisation and how they lead to more effective marketing and ROI. We’ll also introduce specific CRO best practices to help unlock these benefits.

  What is conversion rate optimisation ?

  Conversion rate optimisation (CRO) is the process of examining your website for improvements and creating tests to increase the number of visitors who take a desired action, like purchasing a product or submitting a form.

  The conversion rate is the percentage of visitors who complete a specific goal.

  

  In order to improve your conversion rate, you need to figure out :

  • Where your customers come from
  • How potential customers navigate or interact with your website
  • Where potential customers are likely to exit your site (or abandon carts)
  • What patterns drive valuable actions like sign-ups and sales

  From there, you can gradually implement changes that will drive more visitors to convert. That’s the essence of conversion rate optimisation.

  6 top benefits of conversion rate optimisation (and best practices to unlock them)

  Conversion rate optimisation can help you get more out of your campaigns without investing more. CRO helps you in these six ways :

  1. Understand your visitors (and customers) better

  The main goal of CRO is to boost conversions, but it’s more than that. In the process of improving conversion rates, you’ll also benefit by gaining deep insights into user behaviour, preferences, and needs. 

  Using web analytics, tests and behavioural analytics, CRO helps marketers shape their website to match what users need.

  Best practices for understanding your customer :

  First, analyse how visitors act with full context (the pages they view, how long they stay and more). 

  In Matomo, you can use the Users Flow report to understand how visitors navigate through your site. This will help you visualise and identify trends in the buyer’s journey.

  

  Then, you can dive deeper by defining and analysing journeys with Funnels. This shows you how many potential customers follow through each step in your defined journey and identify where you might have a leaky funnel. 

  

  In the above Funnel Report, nearly half of our visitors, just 44%, are moving forward in the buyer’s journey after landing on our scuba diving mask promotion page. With 56% of potential customers dropping off at this page, it’s a prime opportunity for optimising conversions.

  Think of Funnels as your map, and pages with high drop-off rates as valuable opportunities for improvement.

  Once you notice patterns, you can try to identify the why. Analyse the pages, do user testing and do your best to improve them.

  2. Deliver a better user experience

  A better understanding of your customers’ needs means you can deliver a better user experience.

  

  For example, if you notice many people spend more time than expected on a particular step in the sign-up process, you can work to streamline it.

  Best practices for improving your user experience : 

  To do this, you need to come up with testable hypotheses. Start by using Heatmaps and Session Recordings to visualise the user experience and understand where visitors are hesitating, experiencing points of frustration, and exiting. 

  You need to outline what drives certain patterns in behaviour — like cart abandonment for specific products, and what you think can fix them.

  

  Let’s look at an example. In the screenshot above, we used Matomo’s Heatmap feature to analyse user behaviour on our website. 

  Only 65% of visitors scroll down far enough to encounter our main call to action to “Write a Review.” This insight suggests a potential opportunity for optimisation, where we can focus efforts on encouraging more users to engage with this key element on our site.

  Once you’ve identified an area of improvement, you need to test the results of your proposed solution to the problem. The most common way to do this is with an A/B test. 

  This is a test where you create a new version of the problematic page, trying different titles, comparing long, and short copy, adding or removing images, testing variations of call-to-action buttons and more. Then, you compare the results — the conversion rate — against the original. With Matomo’s A/B Testing feature, you can easily split traffic between the original and one or more variations.

  

  In the example above from Matomo, we can see that testing different header sizes on a page revealed that the wider header led to a higher conversion rate of 47%, compared to the original rate of 35% and the smaller header’s 36%.

  Matomo’s report also analyses the “statistical significance” of the difference in results. Essentially, this is the likelihood that the difference comes from the changes you made in the variation. With a small sample size, random patterns (like one page receiving more organic search visits) can cause the differences.

  If you see a significant change over a larger sample size, you can be fairly certain that the difference is meaningful. And that’s exactly what a high statistical significance rating indicates in Matomo. 

  Once a winner is identified, you can apply the change and start a new experiment. 

  3. Create a culture of data-driven decision-making

  Marketers can no longer afford to rely on guesswork or gamble away budgets and resources. In our digital age, you must use data to get ahead of the competition. In 2021, 65% of business leaders agreed that decisions were getting more complex.

  CRO is a great way to start a company-wide focus on data-driven decision-making. 

  Best practices to start a data-driven culture :
  

  Don’t only test “hunches” or “best practices” — look at the data. Figure out the patterns that highlight how different types of visitors interact with your site.

  Try to answer these questions :

  • How do our most valuable customers interact with our site before purchasing ?
  • How do potential customers who abandon their carts act ?
  • Where do our most valuable customers come from ?

  Moreover, it’s key to democratise insights by providing multiple team members access to information, fostering informed decision-making company-wide.

  4. Lower your acquisition costs and get higher ROI from all marketing efforts

  Once you make meaningful optimisations, CRO can help you lower customer acquisition costs (CAC). Getting new customers through advertising will be cheaper.

  As a result, you’ll get a better return on investment (ROI) on all your campaigns. Every ad and dollar invested will get you closer to a new customer than before. That’s the bottom line of CRO.

  Best practices to lower your CAC (customer acquisition costs) through CRO adjustments :

  The easiest way to lower acquisition costs is to understand where your customers come from. Use marketing attribution to track the results of your campaigns, revealing how each touchpoint contributes to conversions and revenue over time, beyond just last-click attribution.

  You can then compare the number of conversions to the marketing costs of each channel, to get a channel-specific breakdown of CAC.

  This performance overview can help you quickly prioritise the best value channels and ads, lowering your CAC. But these are only surface-level insights. 

  You can also further lower CAC by optimising the pages these campaigns send visitors to. Start with a deep dive into your landing pages using features like Matomo’s Session Recordings or Heatmaps.

  They can help you identify issues with an unengaging user experience or content. Using these insights, you can create A/B tests, where you implement a new page that replaces problematic headlines, buttons, copy, or visuals.

  

  When a test shows a statistically significant improvement in conversion rates, implement the new version. Repeat this over time, and you can increase your conversion rates significantly, getting more customers with the same spend. This will reduce your customer acquisition costs, and help your company grow faster without increasing your ad budget.

  5. Improve your average order value (AOV) and customer lifetime value (CLV)

  CRO isn’t only about increasing the number of customers you convert. If you adapt your approach, you can also use it to increase the revenue from each customer you bring in. 

  But you can’t do that by only tracking conversion rates, you also need to track exactly what your customers buy.

  If you only blindly optimise for CAC, you even risk lowering your CLV and the overall profitability of your campaigns. (For example, if you focus on Facebook Ads with a $6 CAC, but an average CLV of $50, over Google Ads with a $12 CAC, but a $100 CLV.)

  Best practices to track and improve CLV :

  First, integrate your analytics platform with your e-commerce (B2C) or your CRM (B2B). This will help you get a more holistic view of your customers. You don’t want the data to stop at “converted.” You want to be able to dive deep into the patterns of high-value customers.

  The sales report in Matomo’s ecommerce analytics makes it easy to break down average order value by channels, campaigns, and specific ads.

  

  In the report above, we can see that search engines drive customers who spend significantly more, on average, than social networks — $241 vs. $184. But social networks drive a higher volume of customers and more revenue.

  To figure out which channel to focus on, you need to see how the CAC compares to the AOV (or CLV for B2B customers). Let’s say the CAC of social networks is $50, while the search engine CAC is $65. Search engine customers are more profitable — $176 vs. $134. So you may want to adjust some more budget to that channel.

  To put it simply :

  Profit per customer = AOV (or CLV) – CAC

  Example :

  • Profit per customer for social networks = $184 – $50 = $134
  • Profit per customer for search engines = $241 – $65 = $176

  You can also try to A/B test changes that may increase the AOV, like creating a product bundle and recommending it on specific sales pages.

  An improvement in CLV will make your campaigns more profitable, and help stretch your advertising budget even further.

  6. Improve your content and SEO rankings

  A valuable side-effect of focusing on CRO metrics and analyses is that it can boost your SEO rankings. 

  How ? 

  CRO helps you improve the user experience of your website. That’s a key signal Google (and other search engines) care about when ranking webpages. 

  

  For example, Google’s algorithm considers “dwell time,” AKA how long a user stays on your page. If many users quickly return to the results page and click another result, that’s a bad sign. But if most people stay on your site for a while (or don’t return to Google at all), Google thinks your page gives the user their answer.

  As a result, Google will improve your website’s ranking in the search results.

  Best practices to make the most of CRO when it comes to SEO :

  Use A/B Testing, Heatmaps, and Session Recordings to run experiments and understand user behaviour. Test changes to headlines, page layout, imagery and more to see how it impacts the user experience. You can even experiment with completely changing the content on a page, like substituting an introduction.

  Bring your CRO-testing mindset to important pages that aren’t ranking well to improve metrics like dwell time.

  Start optimising your conversion rate today

  As you’ve seen, enjoying the benefits of CRO heavily relies on the data from a reliable web analytics solution. 

  But in an increasingly privacy-conscious world (just look at the timeline of GDPR updates and fines), you must tread carefully. One of the dilemmas that marketing managers face today is whether to prioritise data quality or privacy (and regulations).

  With Matomo, you don’t have to choose. Matomo values both data quality and privacy, adhering to stringent privacy laws like GDPR and CCPA.

  Unlike other web analytics, Matomo doesn’t sample data or use AI and machine learning to fill data gaps. Plus, you can track without annoying visitors with a cookie consent banner – so you capture 100% of traffic while respecting user privacy (excluding in Germany and UK).

  And as you’ve already seen above, you’ll still get plenty of reports and insights to drive your CRO efforts. With User Flows, Funnels, Session Recordings, Form Analytics, and Heatmaps, you can immediately find insights to improve your bottom line.

  And our built-in A/B testing feature will help you test your hypotheses and drive reliable progress. If you’re ready to reliably optimise conversion rates (with accuracy and without privacy concerns), try Matomo for free for 21 days. No credit card required.

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• first audio lost when using ffmpeg to overlay one mp4 on top of a big mp4

  11 septembre 2024, par James Hao

  I searched a lot (including chatgtp and google), and tried a lot of methods, not work.
below is my ffmpeg command line on windows 10 :

  


  ffmpeg -i video.mp4 -i b-.mp4 -filter_complex "[0:v]setpts=PTS-STARTPTS[b1];[1:v]scale=300:-1,setpts=PTS-STARTPTS+0.0/TB[top];[b1][top]overlay=x=50:y=50:enable='between(t\,0.0,5)'[outv];[1:a]adelay=0|0[a1]; [0:a][a1]amerge=inputs=2[outa]" -map "[outv]" -map "[outa]" -pix_fmt yuv420p -c:a aac -ac 2 -c:v libx264 -crf 18 final_video6.mp4


  


  two mp4 files, b-.mp4 should be on top of video.mp4 and play from 0th second and scale to 300 :-1, [0:a][a1]amerge is to merge two audio from the mp4 files, using "-ac 2" to replace pan statement according to enter link description here

  


  in result mp4 file, the audio from video.mp4 is lost ; sometimes with the same instruction, but replace b-.mp4 with another mp4 file, the audio may partially lost. any help will be very appreciated.
below is the console output from ffmpeg :

  


  ffmpeg version 7.0.1-full_build-www.gyan.dev Copyright (c) 2000-2024 the FFmpeg developers
  built with gcc 13.2.0 (Rev5, Built by MSYS2 project)
  configuration: --enable-gpl --enable-version3 --enable-static --disable-w32threads --disable-autodetect --enable-fontconfig --enable-iconv --enable-gnutls --enable-libxml2 --enable-gmp --enable-bzlib --enable-lzma --enable-libsnappy --enable-zlib --enable-librist --enable-libsrt --enable-libssh --enable-libzmq --enable-avisynth --enable-libbluray --enable-libcaca --enable-sdl2 --enable-libaribb24 --enable-libaribcaption --enable-libdav1d --enable-libdavs2 --enable-libuavs3d --enable-libxevd --enable-libzvbi --enable-librav1e --enable-libsvtav1 --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxavs2 --enable-libxeve --enable-libxvid --enable-libaom --enable-libjxl --enable-libopenjpeg --enable-libvpx --enable-mediafoundation --enable-libass --enable-frei0r --enable-libfreetype --enable-libfribidi --enable-libharfbuzz --enable-liblensfun --enable-libvidstab --enable-libvmaf --enable-libzimg --enable-amf --enable-cuda-llvm --enable-cuvid --enable-dxva2 --enable-d3d11va --enable-d3d12va --enable-ffnvcodec --enable-libvpl --enable-nvdec --enable-nvenc --enable-vaapi --enable-libshaderc --enable-vulkan --enable-libplacebo --enable-opencl --enable-libcdio --enable-libgme --enable-libmodplug --enable-libopenmpt --enable-libopencore-amrwb --enable-libmp3lame --enable-libshine --enable-libtheora --enable-libtwolame --enable-libvo-amrwbenc --enable-libcodec2 --enable-libilbc --enable-libgsm --enable-libopencore-amrnb --enable-libopus --enable-libspeex --enable-libvorbis --enable-ladspa --enable-libbs2b --enable-libflite --enable-libmysofa --enable-librubberband --enable-libsoxr --enable-chromaprint
  libavutil      59.  8.100 / 59.  8.100
  libavcodec     61.  3.100 / 61.  3.100
  libavformat    61.  1.100 / 61.  1.100
  libavdevice    61.  1.100 / 61.  1.100
  libavfilter    10.  1.100 / 10.  1.100
  libswscale      8.  1.100 /  8.  1.100
  libswresample   5.  1.100 /  5.  1.100
  libpostproc    58.  1.100 / 58.  1.100
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from 'video.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf61.1.100
  Duration: 00:00:09.40, start: 0.000000, bitrate: 72 kb/s
  Stream #0:0[0x1](und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(progressive), 854x480, 21 kb/s, 30 fps, 30 tbr, 15360 tbn (default)
      Metadata:
        handler_name    : VideoHandler
        vendor_id       : [0][0][0][0]
        encoder         : Lavc61.3.100 libx264
  Stream #0:1[0x2](und): Audio: mp3 (mp3float) (mp4a / 0x6134706D), 44100 Hz, mono, fltp, 47 kb/s (default)
      Metadata:
        handler_name    : SoundHandler
        vendor_id       : [0][0][0][0]
Input #1, mov,mp4,m4a,3gp,3g2,mj2, from 'b-.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf59.27.100
  Duration: 00:00:05.29, start: 0.030000, bitrate: 325 kb/s
  Stream #1:0[0x1](und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(progressive), 366x132, 196 kb/s, 25.15 fps, 50 tbr, 90k tbn (default)
      Metadata:
        handler_name    : VideoHandler
        vendor_id       : [0][0][0][0]
  Stream #1:1[0x2](und): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, stereo, fltp, 139 kb/s (default)
      Metadata:
        handler_name    : SoundHandler
        vendor_id       : [0][0][0][0]
Stream mapping:
  Stream #0:0 (h264) -> setpts:default
  Stream #0:1 (mp3float) -> amerge
  Stream #1:0 (h264) -> scale:default
  Stream #1:1 (aac) -> adelay:default
  overlay:default -> Stream #0:0 (libx264)
  amerge:default -> Stream #0:1 (aac)
Press [q] to stop, [?] for help
[Parsed_amerge_5 @ 000002a6613bf100] No channel layout for input 1
[vost#0:0/libx264 @ 000002a6612936c0] No information about the input framerate is available. Falling back to a default value of 25fps. Use the -r option if you want a different framerate.
[libx264 @ 000002a6612b8f40] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2 AVX FMA3 BMI2 AVX2
[libx264 @ 000002a6612b8f40] profile High, level 3.0, 4:2:0, 8-bit
[libx264 @ 000002a6612b8f40] 264 - core 164 r3191 4613ac3 - H.264/MPEG-4 AVC codec - Copyleft 2003-2024 - http://www.videolan.org/x264.html - options: cabac=1 ref=3 deblock=1:0:0 analyse=0x3:0x113 me=hex subme=7 psy=1 psy_rd=1.00:0.00 mixed_ref=1 me_range=16 chroma_me=1 trellis=1 8x8dct=1 cqm=0 deadzone=21,11 fast_pskip=1 chroma_qp_offset=-2 threads=15 lookahead_threads=2 sliced_threads=0 nr=0 decimate=1 interlaced=0 bluray_compat=0 constrained_intra=0 bframes=3 b_pyramid=2 b_adapt=1 b_bias=0 direct=1 weightb=1 open_gop=0 weightp=2 keyint=250 keyint_min=25 scenecut=40 intra_refresh=0 rc_lookahead=40 rc=crf mbtree=1 crf=18.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=1:1.00
Output #0, mp4, to 'final_video6.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf61.1.100
  Stream #0:0: Video: h264 (avc1 / 0x31637661), yuv420p(progressive), 854x480, q=2-31, 25 fps, 12800 tbn
      Metadata:
        encoder         : Lavc61.3.100 libx264
      Side data:
        cpb: bitrate max/min/avg: 0/0/0 buffer size: 0 vbv_delay: N/A
  Stream #0:1: Audio: aac (LC) (mp4a / 0x6134706D), 44100 Hz, stereo, fltp, 128 kb/s
      Metadata:
        encoder         : Lavc61.3.100 aac
[out#0/mp4 @ 000002a66105e640] video:93KiB audio:78KiB subtitle:0KiB other streams:0KiB global headers:0KiB muxing overhead: 3.974328%
frame=  236 fps=0.0 q=-1.0 Lsize=     178KiB time=00:00:04.97 bitrate= 292.5kbits/s dup=0 drop=46 speed=16.9x
[libx264 @ 000002a6612b8f40] frame I:2     Avg QP: 4.89  size:  4803
[libx264 @ 000002a6612b8f40] frame P:63    Avg QP:14.43  size:   854
[libx264 @ 000002a6612b8f40] frame B:171   Avg QP:12.25  size:   181
[libx264 @ 000002a6612b8f40] consecutive B-frames:  2.1%  1.7%  6.4% 89.8%
[libx264 @ 000002a6612b8f40] mb I  I16..4: 86.1% 10.0%  3.8%
[libx264 @ 000002a6612b8f40] mb P  I16..4:  0.3%  0.1%  0.3%  P16..4:  1.4%  0.6%  0.1%  0.0%  0.0%    skip:97.1%
[libx264 @ 000002a6612b8f40] mb B  I16..4:  0.0%  0.0%  0.1%  B16..8:  1.4%  0.3%  0.0%  direct: 0.0%  skip:98.1%  L0:52.4% L1:39.0% BI: 8.6%
[libx264 @ 000002a6612b8f40] 8x8 transform intra:11.2% inter:13.3%
[libx264 @ 000002a6612b8f40] coded y,uvDC,uvAC intra: 11.2% 12.4% 12.0% inter: 0.2% 0.2% 0.1%
[libx264 @ 000002a6612b8f40] i16 v,h,dc,p: 90%  6%  4%  0%
[libx264 @ 000002a6612b8f40] i8 v,h,dc,ddl,ddr,vr,hd,vl,hu: 28%  3% 67%  0%  0%  0%  0%  0%  1%
[libx264 @ 000002a6612b8f40] i4 v,h,dc,ddl,ddr,vr,hd,vl,hu: 26% 35% 15%  3%  4%  4%  5%  3%  4%
[libx264 @ 000002a6612b8f40] i8c dc,h,v,p: 86% 10%  3%  0%
[libx264 @ 000002a6612b8f40] Weighted P-Frames: Y:1.6% UV:1.6%
[libx264 @ 000002a6612b8f40] ref P L0: 69.2%  3.3% 18.7%  8.8%
[libx264 @ 000002a6612b8f40] ref B L0: 64.6% 31.0%  4.3%
[libx264 @ 000002a6612b8f40] ref B L1: 94.4%  5.6%
[libx264 @ 000002a6612b8f40] kb/s:80.06
[aac @ 000002a6612d0fc0] Qavg: 498.856


  


• 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.

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