Recherche avancée

Sur d’autres sites (6818)

• 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.

  Start for free

  No credit card required

  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.

  Try Matomo for Free

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

  Start for free

  No credit card required

  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.

  Try Matomo for Free

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

  Start for free

  No credit card required

  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.

  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.
  
  
  

  Start improving your websites now

  

• Audio video duration matching for infinite dash loop pseudo live

  19 janvier 2020, par Massimo Vantaggio

  May I ask help to understand how to match audio and video duration during ffmpeg encoding for a concatenation of videos destined to an infinite loop mpeg dash transmission (mp4box).

  My issue happen during ffmpeg encoding :

  first step for audio encoding and timebase uniformity of each video before the concat/encode process :

  ffmpeg -y -i "$f" -c copy -video_track_timescale 90k -c:a aac -b:a 384k -ar 44100 -ac 2 -shortest -af aresample=async=1 ../buffer/${NAME}_buffer.mp4

  Then concat/encode process in order to get total duration in seconds multiple of closed GOP
  for example : cutting 373.5 duration to obtain 372.000 duration :

  ffmpeg -f concat -safe 0 -y -i list.txt -loop 1 -i ../logo/logo.png -c:a copy -c:v libx264 -x264opts keyint=$GOP:min-keyint=$GOP:no-scenecut -bf 0 -r $FPSC -b:v 4800k -maxrate 9600k -bufsize 19200k -profile:v main -crf 22 -filter_complex "[0:v][1:v]overlay=main_w-overlay_w-10:10,scale=1920:1080,setsar=1" -t $TOTDUR 1080set.mp4 

  the result

  VIDEO FORMAT CONTAINER DURATION:
  
  372.000000
  
  VIDEO STREAM DURATION:
  
  372.000000
  
  AUDIO FORMAT CONTAINER DURATION:
  
  372.006000

  I need help to understand why the audio duration counts 6 ms more than video duration and how to fix it.
  I read about loop_stream should help ?
  Thanks a lot !

  Below the videos info :

  Metadata:
  
      major_brand     : isom
  
      minor_version   : 1
  
      compatible_brands: isomavc1
  
      creation_time   : 2007-05-09T07:55:25.000000Z
  
    Duration: 00:01:29.22, start: 0.000000, bitrate: 7490 kb/s
  
      Stream #0:0(und): Video: h264 (Constrained Baseline) (avc1 / 0x31637661), yuv420p, 1920x816, 7403 kb/s, 23.98 fps, 23.98 tbr, 24k tbn, 47.95 tbc (default)
  
      Metadata:
  
        creation_time   : 2007-05-09T07:55:25.000000Z
  
        handler_name    : GPAC ISO Video Handler
  
      Stream #0:1(und): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, stereo, fltp, 94 kb/s (default)
  
      Metadata:
  
        creation_time   : 2007-05-09T07:55:29.000000Z
  
        handler_name    : GPAC ISO Audio Handler
  
  
  
    Metadata:
  
      major_brand     : isom
  
      minor_version   : 1
  
      compatible_brands: isomavc1
  
      creation_time   : 2007-07-17T09:18:37.000000Z
  
      genre           : Trailer
  
      artist          : Fox
  
      title           : The Simpsons Movie
  
      date            : 2007
  
    Duration: 00:02:17.25, start: 0.000000, bitrate: 8591 kb/s
  
      Stream #0:0(und): Video: h264 (High) (avc1 / 0x31637661), yuv420p, 1920x800, 8486 kb/s, 23.98 fps, 23.98 tbr, 24k tbn, 47.95 tbc (default)
  
      Metadata:
  
        creation_time   : 2007-07-17T09:18:37.000000Z
  
        handler_name    : GPAC ISO Video Handler
  
      Stream #0:1(und): Audio: aac (LC) (mp4a / 0x6134706D), 44100 Hz, 5.1, fltp, 107 kb/s (default)
  
      Metadata:
  
        creation_time   : 2007-07-17T09:18:45.000000Z
  
        handler_name    : GPAC ISO Audio Handler
  
      Stream #0:2: Video: mjpeg (Progressive), yuvj420p(pc, bt470bg/unknown/unknown), 101x150 [SAR 72:72 DAR 101:150], 90k tbr, 90k tbn, 90k tbc (attached pic)
  
  
  
    Metadata:
  
      major_brand     : mp42
  
      minor_version   : 0
  
      compatible_brands: mp42isomavc1
  
      creation_time   : 2013-12-01T03:59:56.000000Z
  
      genre           : Trailer
  
      artist          : Warner Bros.
  
      title           : Gravity - 2K Trailer
  
      encoder         : HandBrake 0.9.9 2013051800
  
      date            : 2013
  
    Duration: 00:02:27.07, start: 0.000000, bitrate: 20296 kb/s
  
      Stream #0:0(und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(tv, bt709), 2048x858, 20149 kb/s, 23.98 fps, 23.98 tbr, 90k tbn, 47.95 tbc (default)
  
      Metadata:
  
        creation_time   : 2013-12-01T03:59:56.000000Z
  
        encoder         : JVT/AVC Coding
  
      Stream #0:1(eng): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, stereo, fltp, 153 kb/s (default)
  
      Metadata:
  
        creation_time   : 2013-12-01T03:59:56.000000Z
  
      Stream #0:2: Video: mjpeg (Baseline), yuvj420p(pc, bt470bg/unknown/unknown), 102x150 [SAR 72:72 DAR 17:25], 90k tbr, 90k tbn, 90k tbc (attached pic)

• Use ffmpeg to stream live content to azure media services

  19 mars 2018, par Dadicool

  I’ve been trying to stream content to azure media services using ffmpeg as it’s one of the options described here : http://azure.microsoft.com/blog/2014/09/18/azure-media-services-rtmp-support-and-live-encoders/

  My command is :

  ffmpeg -v verbose -i 300.mp4 -strict -2 -c:a aac -b:a 128k -ar 44100 -r 30 -g 60 -keyint_min 60 -b:v 400000 -c:v libx264 -preset medium -bufsize 400k -maxrate 400k -f flv rtmp://nessma-****.channel.mediaservices.windows.net:1935/live/584c99f5c47f424d9e83ac95364331e7

  I have made sure that the streaming endpoint has one active streaming unit, I also made sure that the channel is actually Ready and I even get it to start streaming (which makes a PublishURL available).

  When I execute the ffmpeg command to start streaming, I keep getting the following error :

  ffmpeg version 2.5.2 Copyright (c) 2000-2014 the FFmpeg developers
 built on Dec 30 2014 11:31:18 with llvm-gcc 4.2.1 (LLVM build 2336.11.00)
 configuration: --prefix=/Volumes/Ramdisk/sw --enable-gpl --enable-pthreads --enable-version3 --enable-libspeex --enable-libvpx --disable-decoder=libvpx --enable-libmp3lame --enable-libtheora --enable-libvorbis --enable-libx264 --enable-avfilter --enable-libopencore_amrwb --enable-libopencore_amrnb --enable-filters --enable-libgsm --enable-libvidstab --enable-libx265 --arch=x86_64 --enable-runtime-cpudetect
 libavutil      54. 15.100 / 54. 15.100
 libavcodec     56. 13.100 / 56. 13.100
 libavformat    56. 15.102 / 56. 15.102
 libavdevice    56.  3.100 / 56.  3.100
 libavfilter     5.  2.103 /  5.  2.103
 libswscale      3.  1.101 /  3.  1.101
 libswresample   1.  1.100 /  1.  1.100
 libpostproc    53.  3.100 / 53.  3.100
Routing option strict to both codec and muxer layer
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x7f9a0a002c00] overread end of atom 'colr' by 1 bytes
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x7f9a0a002c00] stream 0, timescale not set
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x7f9a0a002c00] max_analyze_duration 5000000 reached at 5003637 microseconds
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '300.mp4':
 Metadata:
   major_brand     : mp42
   minor_version   : 0
   compatible_brands: mp42isomavc1
   creation_time   : 2014-01-11 05:39:32
   genre           : Trailer
   artist          : Warner Bros.
   title           : 300: Rise of an Empire - Trailer 2
   encoder         : HandBrake 0.9.9 2013051800
   date            : 2014
 Duration: 00:02:33.24, start: 0.000000, bitrate: 7377 kb/s
   Stream #0:0(und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(tv, bt709), 1920x1080 (1920x1088), 7219 kb/s, 23.98 fps, 23.98 tbr, 90k tbn, 47.95 tbc (default)
   Metadata:
     creation_time   : 2014-01-11 05:39:32
     encoder         : JVT/AVC Coding
   Stream #0:1(eng): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, stereo, fltp, 157 kb/s (default)
   Metadata:
     creation_time   : 2014-01-11 05:39:32
   Stream #0:2: Video: mjpeg, yuvj420p(pc, bt470bg/unknown/unknown), 101x150 [SAR 72:72 DAR 101:150], 90k tbr, 90k tbn, 90k tbc
rtmp://nessma-****.channel.mediaservices.windows.net:1935/live/584c99f5c47f424d9e83ac95364331e7: Input/output error

  The Azure blog post clearly states that this should be possible but I can’t find a working example anywhere.

  Environment :

  • MacOS Maverick
  • FFMPEG installed from official build
  • 300.mp4 : 1080p trailer of the latest 300 movie