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• Cohort Analysis 101 : How-To, Examples & Top Tools

  13 novembre 2023, par Erin — Analytics Tips

  Imagine that a farmer is trying to figure out why certain hens are laying large brown eggs and others are laying average-sized white eggs.

  The farmer decides to group the hens into cohorts based on what kind of eggs they lay to make it easier to detect patterns in their day-to-day lives. After careful observation and analysis, she discovered that the hens laying big brown eggs ate more than the roost’s other hens.

  With this cohort analysis, the farmer deduced that a hen’s body weight directly corresponds to egg size. She can now develop a strategy to increase the body weight of her hens to sell more large brown eggs, which are very popular at the weekly farmers’ market.

  Cohort analysis has a myriad of applications in the world of web analytics. Like our farmer, you can use it to better understand user behaviour and reap the benefits of your efforts. This article will discuss the best practices for conducting an effective cohort analysis and compare the top cohort analysis tools for 2024. 

  What is cohort analysis ?

  By definition, cohort analysis refers to a technique where users are grouped based on shared characteristics or behaviours and then examined over a specified period.

  Think of it as a marketing superpower, enabling you to comprehend user behaviours, craft personalised campaigns and allocate resources wisely, ultimately resulting in improved performance and better ROI.

  Why does cohort analysis matter ?

  In web analytics, a cohort is a group of users who share a certain behaviour or characteristic. The goal of cohort analysis is to uncover patterns and compare the performance and behaviour of different cohorts over time.

  An example of a cohort is a group of users who made their first purchase during the holidays. By analysing this cohort, you could learn more about their behaviour and buying patterns. You may discover that this cohort is more likely to buy specific product categories as holiday gifts — you can then tailor future holiday marketing campaigns to include these categories. 

  Types of cohort analysis

  There are a few different types of notable cohorts : 

  1. Time-based cohorts are groups of users categorised by a specific time. The example of the farmer we went over at the beginning of this section is a great example of a time-based cohort.
  2. Acquisition cohorts are users acquired during a specific time frame, event or marketing channel. Analysing these cohorts can help you determine the value of different acquisition methods. 
  3. Behavioural cohorts consist of users who show similar patterns of behaviour. Examples include frequent purchases with your mobile app or digital content engagement. 
  4. Demographic cohorts share common demographic characteristics like age, gender, education level and income. 
  5. Churn cohorts are buyers who have cancelled a subscription/stopped using your service within a specific time frame. Analysing churn cohorts can help you understand why customers leave.
  6. Geographic cohorts are pretty self-explanatory — you can use them to tailor your marketing efforts to specific regions. 
  7. Customer journey cohorts are based on the buyer lifecycle — from acquisition to adoption to retention. 
  8. Product usage cohorts are buyers who use your product/service specifically (think basic users, power users or occasional users). 

  Best practices for conducting a cohort analysis 

  So, you’ve decided you want to understand your user base better but don’t know how to go about it. Perhaps you want to reduce churn and create a more engaging user experience. In this section, we’ll walk you through the dos and don’ts of conducting an effective cohort analysis. Remember that you should tailor your cohort analysis strategy for organisation-specific goals.

  

  1. Preparing for cohort analysis : 

  • • First, define specific goals you want your cohort analysis to achieve. Examples include improving conversion rates or reducing churn.
    • Choosing the right time frame will help you compare short-term vs. long-term data trends. 

  2. Creating effective cohorts : 

  • • Define your segmentation criteria — anything from demographics to location, purchase history or user engagement level. Narrowing in on your specific segments will make your cohort analysis more precise. 
    • It’s important to find a balance between cohort size and similarity. If your cohort is too small and diverse, you won’t be able to find specific behavioural patterns.

  3. Performing cohort analysis :

  • • • Study retention rates across cohorts to identify patterns in user behaviour and engagement over time. Pay special attention to cohorts with high retention or churn rates. 
      • Analysing cohorts can reveal interesting behavioural insights — how do specific cohorts interact with your website ? Do they have certain preferences ? Why ? 

  4. Visualising and interpreting data :

  • • Visualising your findings can be a great way to reveal patterns. Line charts can help you spot trends, while bar charts can help you compare cohorts.
    • Guide your analytics team on how to interpret patterns in cohort data. Watch for sudden drops or spikes and what they could mean. 

  5. Continue improving :

  • • User behaviour is constantly evolving, so be adaptable. Continuous tracking of user behaviour will help keep your strategies up to date. 
    • Encourage iterative analysis optimisation based on your findings. 

  

  The top cohort analysis tools for 2024

  In this section, we’ll go over the best cohort analysis tools for 2024, including their key features, cohort analysis dashboards, cost and pros and cons.

  1. Matomo

  

  Matomo is an open-source, GDPR-compliant web analytics solution that offers cohort analysis as a standard feature in Matomo Cloud and is available as a plugin for Matomo On-Premise. Pairing traditional web analytics with cohort analysis will help you gain even deeper insights into understanding user behaviour over time. 

  You can use the data you get from web analytics to identify patterns in user behaviour and target your marketing strategies to specific cohorts. 

  Key features

  • Matomo offers a cohorts table that lets you compare cohorts side-by-side, and it comes with a time series.
    • All core session and conversion metrics are also available in the Cohorts report.
  • Create custom segments based on demographics, geography, referral sources, acquisition date, device types or user behaviour. 
  • Matomo provides retention analysis so you can track how many users from a specific cohort return to your website and when. 
  • Flexibly analyse your cohorts with custom reports. Customise your reports by combining metrics and dimensions specific to different cohorts. 
  • Create cohorts based on events or interactions with your website. 
  • Intuitive, colour-coded data visualisation, so you can easily spot patterns.

  Pros

  • No setup is needed if you use the JavaScript tracker
  • You can fetch cohort without any limit
  • 100% accurate data, no AI or Machine Learning data filling, and without the use of data sampling

  Cons

  • Matomo On-Premise (self-hosted) is free, but advanced features come with additional charges
  • Servers and technical know-how are required for Matomo On-Premise. Alternatively, for those not ready for self-hosting, Matomo Cloud presents a more accessible option and starts at $19 per month.

  Price : 

  • Matomo Cloud : 21-day free trial, then starts at $19 per month (includes Cohorts).
  • Matomo On-Premise : Free to self-host ; Cohorts plugin : 30-day free trial, then $99 per year.

  2. Mixpanel

  

  Mixpanel is a product analytics tool designed to help teams better understand user behaviour. It is especially well-suited for analysing user behaviour on iOS and Android apps. It offers various cohort analytics features that can be used to identify patterns and engage your users. 

  Key features

  • Create cohorts based on criteria such as sign-up date, first purchase date, referral source, geographic location, device type or another custom event/property. 
  • Compare how different cohorts engage with your app with Mixpanel’s comparative analysis features.
  • Create interactive dashboards, charts and graphs to visualise data.
  • Mixpanel provides retention analysis tools to see how often users return to your product over time. 
  • Send targeted messages and notifications to specific cohorts to encourage user engagement, announce new features, etc. 
  • Track and analyse user behaviours within cohorts — understand how different types of users engage with your product.

  Pros

  • Easily export cohort analysis data for further analysis
  • Combined with Mixpanel reports, cohorts can be a powerful tool for improving your product

  Cons

  • With the free Mixpanel plan, you can’t save cohorts for future use
  • Enterprise-level pricing is expensive
  • Time-consuming cohort creation process

  Price : Free basic version. The growth version starts at £16/month.

  3. Amplitude

  

  Amplitude is another product analytics solution that can help businesses track user interactions across digital platforms. Amplitude offers a standard toolkit for in-depth cohort analysis.

  Key features

  • Create cohorts based on criteria such as sign-up date, first purchase date, referral source, geographic location, device type or another custom event/property. 
  • Conduct behavioural, time-based and retention analyses.
  • Create custom reports with custom data.
  • Segment cohorts further based on additional criteria and compare multiple cohorts side-by-side.

  Pros

  • Highly customisable and flexible
  • Quick and simple setup

  Cons

  • Steep learning curve — requires significant training 
  • Slow loading speed
  • High price point compared to other tools

  Price : Free basic version. Plus version starts at £40/month (billed annually).

  4. Kissmetrics

  

  Kissmetrics is a customer engagement automation platform that offers powerful analytics features. Kissmetrics provides behavioural analytics, segmentation and email campaign automation. 

  Key features

  • Create cohorts based on demographics, user behaviour, referral sources, events and specific time frames.
  • The user path tool provides path visualisation so you can identify common paths users take and spot abandonment points. 
  • Create and optimise conversion funnels.
  • Customise events, user properties, funnels, segments, cohorts and more.

  Pros

  • Powerful data visualisation options
  • Highly customisable

  Cons

  • Difficult to install
  • Not well-suited for small businesses
  • Limited integration with other tools

  Price : Starting at £21/month for 10k events (billed monthly).

  Improve your cohort analysis with Matomo

  When choosing a cohort analysis tool, consider factors such as the tool’s ease of integration with your existing systems, data accuracy, the flexibility it offers in defining cohorts, the comprehensiveness of reporting features, and its scalability to accommodate the growth of your data and analysis needs over time. Moreover, it’s essential to confirm GDPR compliance to uphold rigorous privacy standards. 

  If you’re ready to understand your user’s behaviour, take Matomo for a test drive. Paired with web analytics, this powerful combination can advance your marketing efforts. Start your 21-day free trial today — no credit card required.

• Converting FLAC to AAC outputs no sound using ffmpeg

  29 décembre 2023, par Aleksandar

  I am trying to convert a FLAC audio input file to AAC using ffmpeg, but the output .aac seems to have no sound when opening in VLC. The input container is a .mka containing only the one single audio stream.

  


  I am using this command :

  


  ffmpeg -i en.mka -c:a aac -b:a 512k -map 0:a:0 en4.aac

  


  I tried with map -0 and both 320k and 512k - nothing seems to produce an output file with sound and VLC seemingly can't even determine the length of the file constantly shifting how long it is ?

  


• What is Funnel Analysis ? A Complete Guide for Quick Results

  25 janvier 2024, par Erin

  Your funnel is leaking.

  You’re losing visitors.

  You’re losing conversions and sales.

  But you don’t know how it’s happening, where it’s happening, or what to do about it.

  The reason ? You aren’t properly analysing your funnels.

  If you want to improve conversions and grow your business, you need to understand how to properly assess your sales funnels to set yourself up for success.

  In this guide, we’ll show you what funnel analysis is, why it’s important, and what steps you need to take to leverage it to improve conversions.

  What is funnel analysis ?

  Every business uses sales funnels, whether they know it or not.

  But most people aren’t analysing them, costing them conversions.

  

  Funnel analysis is a marketing method to analyse the events leading to specific conversion points. 

  It aims to look at the entire journey of potential customers from the moment they first touch base with your website or business to the moment they click “buy.”

  It’s assessing what your audience is doing at every step of the journey.

  By assessing what actions are taking place at scale, you can see where you’re falling short in your sales funnel.

  You’ll see :

  1. Where prospects are falling off.
  2. Where people are converting well.

  By gaining this understanding, you’ll better understand the health of your website’s sales funnels and overall marketing strategy.

  With that knowledge, you can optimise your marketing strategy to patch those leaks, improve conversions and grow your business.

  Why funnel analysis is important

  Funnel analysis is critical because your funnel is your business.

  When you analyse your funnel, you’re analysing your business.

  You’re looking at what’s working and what’s not so you can grow revenue and profit margins.

  Funnel analysis lets you monitor user behaviour to show you the motivation and intention behind their decisions.

  Here are five reasons you need to incorporate funnel analysis into your workflow.

  

  1. Gives insights into your funnel problems

  The core purpose of funnel analysis is to look at what’s going on on your website.

  What are the most effective steps to conversion ?

  Where do users drop off in the conversion process ?

  And which pages contribute the most to conversion or drop-offs ?

  Funnel analysis helps you understand what’s going on with your site visitors. Plus, it helps you see what’s wrong with your funnel.

  If you aren’t sure what’s happening with your funnel, you won’t know what to improve to grow your revenue.

  2. Improves conversions

  When you know what’s going on with your funnel, you’ll know how to improve it.

  To improve your conversion funnel, you need to close the leaks. These are areas where website visitors are falling off.

  It’s the moment the conversion is lost.

  You need to use funnel analysis to give insight into these problem areas. Once you can see where the issue is, you can patch that leak and improve the percentage of visitors who convert.

  For example, if your conversion rate on your flagship product page has plateaued and you can’t figure out how to increase conversions, implementing a funnel analysis tactic like heatmaps will show you that visitors are spending time reading your product description. Still, they’re not spending much time near your call to action.

  

  This might tell you that you need to update your description copy or adjust your button (i.e. colour, size, copy). You can increase conversions by making those changes in your funnel analysis insights.

  3. Improves the customer experience

  Funnel analysis helps you see where visitors spend their time, what elements they interact with and where they fall off.

  One of the key benefits of analysing your funnel is you’ll be able to help improve the experience your visitors have on your website.

  For example, if you have informational videos on a specific web page to educate your visitors, you might use the Media Analytics feature in your web analytics solution to find out that they’re not spending much time watching them.

  This could lead you to believe that the content itself isn’t good or relevant to them.

  But, after implementing session recordings within your funnel analysis, you see people clicking a ton near the play button. This might tell you that they’re having trouble clicking the actual button on the video player due to poor UX.

  In this scenario, you could update the UX on your web page so the videos are easy to click and watch, no matter what device someone uses.

  With more video viewers, you can provide value to your visitors instead of leaving them frustrated trying to watch your videos.

  4. Grows revenue

  This is what you’re likely after : more revenue.

  More often than not, this means you need to focus on improving your conversion rate.

  Funnel analysis helps you find those areas where visitors are exiting so you can patch those leaks up and turn more visitors into customers.

  Let’s say you have a conversion rate of 1.7%.

  You get 50,000 visitors per month.

  Your average order is $82.

  Even if you increase your conversion rate by 10% (to 1.87%) through funnel analysis, here’s the monthly difference in revenue :

  Before : $69,700
  After : $76,670

  In one year, you’ll make nearly $80,000 in additional revenue from funnel analysis alone.

  Different types of funnel analysis

  There are a few different types of funnel analysis.

  How you define success in your funnel all comes down to one of these four pillars.

  Depending on your goals, business and industry, you may want to assess the different funnel analyses at different times.

  1. Pageview funnel analysis

  Pageview funnel analysis is about understanding how well your website content is performing. 

  It helps you enhance user experience, making visitors stay longer on your site. By identifying poor performing pages (pages with high exit rates), you can pinpoint areas that need optimisation for better engagement.

  2. Conversion funnel analysis

  Next up, we’re looking at conversion funnel analysis.

  This type of funnel analysis is crucial for marketers aiming to turn website visitors into action-takers. This involves tracking and optimising conversion goals, such as signing up for newsletters, downloading ebooks, submitting forms or signing up for free trials. 

  The primary goal of conversion funnel analysis is to boost your website’s overall conversion rates.

  3. E-commerce funnel analysis

  For businesses selling products online, e-commerce funnel analysis is essential. 

  It involves measuring whether your products are being purchased and finding drop-off points in the purchasing process. 

  By optimising the e-commerce funnel, you can enhance revenue and improve the overall efficiency of your sales process.

  How to conduct funnel analysis

  Now that you understand what funnel analysis is, why it’s important, and the different types of analysis, it’s time to show you how to do it yourself.

  To get started with funnel analysis, you need to have the right web analytics solution.

  Here are the most common funnel analysis tools and methods you can use :

  1. Funnel analytics

  If you want to choose a single tool to conduct funnel analysis, it’s an all-in-one web analytics tool, like Matomo.

  

  With Matomo’s Funnel Analytics, you can dive into your whole funnel and analyse each step (and each step’s conversion rate).

  

  For instance, if you look at the example above, you can see the proceed rate at each funnel step before the conversion page.

  This means you can improve each proceed rate, to drive more traffic to your conversion page in order to increase conversion rates.

  In the above snapshot from Matomo, it shows visitors starting on the job board overview page, moving on to view specific job listings. The goal is to convert these visitors into job applicants.

  However, a significant issue arises at the job view stage, where 95% of visitors don’t proceed to job application. To increase conversions, we need to first concentrate on improving the job view page.

  Try Matomo for Free

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

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  2. Heatmaps

  Heatmaps is a behaviour analytics tool that lets you see different visitor activities, including :

  • Mouse movement
  • How far down visitors scroll
  • Clicks

  You can see which elements were clicked on and which weren’t and how far people scroll down your page.

  

  A heatmap lets you see which parts of a page are getting the most attention and which parts go unnoticed by your users.

  For example, if, during your funnel analysis, you see that a lot of visitors are falling off after they land on the checkout page, then you might want to add a heatmap on your checkout page to see where and why people are exiting.

  3. Session recordings

  Want to see what individual users are doing and how they’re interacting with your site ?

  Then, you’ll want to check out session recordings.

  A session recording is a video playback of a visitor’s time on your website.

  

  It’s the most effective method to observe your visitors’ interactions with your site, eliminating uncertainty when identifying areas for funnel improvement.

  Session recordings instill confidence in your optimisation efforts by providing insights into why and where visitors may be dropping off in the funnel.

  4. A/B testing

  If you want to take the guesswork out of optimising your funnel and increasing your conversions, you need to start A/B testing.

  An A/B test is where you create two versions of a web page to determine which one converts better.

  

  For example, if your heatmaps and session recordings show that your users are dropping off near your call to action, it may be time to test a new version.

  You may find that by simply testing a different colour button, you may increase conversions by 20% or more.

  5. Form analytics

  Are you trying to get more leads to fill out forms on your site ?

  Well, Form Analytics can help you understand how your website visitors interact with your signup forms.

  You can view metrics such as starter rate, conversion rate, average hesitation time and average time spent.

  This information allows you to optimise your forms effectively, ultimately maximising your success.

  Let’s look at the performance of a form using Matomo’s Form Analytics feature below.

  

  In the Matomo example, our starter rate stands at a solid 60.1%, but there’s a significant drop to a submitter rate of 29.3%, resulting in a conversion rate of 16.3%.

  Looking closer, people are hesitating for about 16.2 seconds and taking nearly 1 minute 39 seconds on average to complete our form.

  This could indicate our form is confusing and requesting too much. Simplifying it could help increase sign-ups.

  See first-hand how Concrete CMS tripled their leads using Form Analytics in Matomo.

  Try Matomo for Free

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

  Start for free

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  Start optimising your funnels with Matomo today

  If you want to optimise your business, you must optimise your funnels.

  Without information on what’s working and what’s not, you’ll never know if your website changes are making a difference.

  Worse yet, you could have underperforming stages in your funnel, but you won’t know unless you start looking.

  Funnel analysis changes that.

  By analysing your funnels regularly, you’ll be able to see where visitors are leaking out of your funnel. That way, you can get more visitors to convert without generating more traffic.

  If you want to improve conversions and grow revenue today, try Matomo’s Funnel Analytics feature.

  You’ll be able to see conversion rates, drop-offs, and fine-tuned details on each step of your funnel so you can turn more potential customers into paying customers.

  Additionally, Matomo comes equipped with features like heatmaps, session recordings, A/B testing, and form analytics to optimise your funnels with confidence.

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

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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