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• Your 6-step guide to increasing acquisition

  2 juillet 2019, par Matomo Core Team — Analytics Tips
  Your 6-step guide to increasing acquisition

  Want to save time and money, as well as increase conversions and acquisition ? Matomo Analytics is here to help with that !

  Let’s start by helping you create a website visitors’ acquisition strategy, without it you might be going in blind and missing opportunities that might’ve been easily found in your metrics.

  To help you craft a strategy for your site, check out the steps below !

  Step one : Get familiar with the Acquisition feature

  The easiest way is to start with Matomo’s Acquisition feature itself. Discover and take action on the marketing channels with the biggest ROI for your business. You’ll learn :

  How to get traffic from external websites : Find out who’s helping you succeed from external websites and convince them to do more of it. Get more traffic by proactively asking for : paid sponsorships ; guest blog posts ; or spending more advertising on the particular website.

  

  About Social Networks : Which social media channels are connecting with the audience you want ? Take the guesswork out by using only the ones you need. By finding out which social channels your ideal audience prefers, you can generate shareable, convincing and engaging content to drive shares and traffic through to your site.

  Campaigns : This helps you understand which marketing campaign is working and which isn’t. You can then shift your efforts to effectively gain more visitors with less costs. Keep track of every ad and content piece you show across internal and external channels to see which has the biggest impact on your business objectives.

  Enhanced SEO : Every acquisition plan needs a focus on maximising your Search Engine Optimization (SEO) efforts. When it comes to getting conclusive search engine referrer metrics, you need to be sure you’re getting ALL the insights to drive your SEO strategy. See keyword position rankings, integrate Google, Bing and Yahoo search consoles, and no longer be restricted with “keyword not defined” showing up in your keywords reports.

  >> Watch Acquisition introduction video (playtime : 2.54 minutes)

  Step two : Set your goals and monitor conversion funnels

  Let the Goals feature guide you

  Goals are essential for building your marketing strategy and getting new customers. The more goals you track, the more you learn about behavioural changes and modify pathways to impact acquisitions over time. 

  Are you checking :

  • Which channels are converting the best for your business ?
  • Which cities/countries are most popular ?
  • What devices will attract the most visitors ?
  • How engaged your visitors are before converting ?

  This way you can see if your campaigns (SEO, PPC, signups, blogs etc.) or optimising efforts (A/B Testing, Funnels) have made an impact with the time and investment you’ve put in.

  >> Watch Goals introduction video (playtime : 2.04 minutes)

  The Funnels feature leads you to success

  Conversion funnels give you the big picture on whether your acquisition plans are paying off and where they may be falling short. If the ultimate goal of your site is to drive conversions, then each funnel can tell you how effectively you’re driving traffic through to your desired outcome.

  >> Watch Funnels introduction video (playtime : 2.29 minutes)

  

  Step three : Measure the success of every touchpoint in your customer’s journey

  Multi Attribution feature

  Accurately identify channels where visitors first engage with your business, as well as the final channel they came from, before purchasing your product/service. This helps you make smarter decisions when determining acquisition spend to accurately calculate the Customer Acquisition Cost (CAC). Here you no longer falsely over-estimate investment in failing marketing channels.

  >> Watch Multi Attribution introduction video (playtime : 2.28 minutes)

  Step four : For ecommerce sites, understand who your customers are to increase sales

  Ecommerce feature to significantly increase $ potential

  If your website’s overall purpose is to generate revenue, the Ecommerce feature gives you comprehensive insights into your customer’s purchasing behaviours.

  This heavily reduces your risks when marketing products to potential customers as you’ll understand who to target, what to target them with and where further opportunities exist.

  >> Watch Ecommerce introduction video (playtime : 2.04 minutes)

  

  Step five : Make sure the forms on your website are easy to complete

  Form Analytics feature

  Once you get visitors through the funnel, the forms on your website are the final step to conversion and need special attention. If not done right, you could be missing out on converting a large portion of your visitors.

  Thankfully, you can now identify and fix pain points on the forms that are most important to your business’ success.

  >> Watch Form Analytics introduction video (playtime : 2.39 minutes)

  

  Step six : Discover what a customer journey looks like on a user-by-user basis and bring in key acquisition elements to your strategy

  Visitor Profiles tell you each visitors’ history

  The Profile feature summarises every visit, action and purchase made.

  Better understand :

  • Why your visitors viewed your website.
  • Why your returning visitors continue to view your website.
  • What specifically your visitors are looking for and whether they found it on your website.

  The benefit is being able to see how a combination of acquisition channels play a part in a single buyer’s journey.

  >> Watch Visitors introduction video (playtime : 1.46 minutes)

  

  To summarise

  This guide will set you on a path to creating a well-planned acquisition strategy. It’s the key to attracting and capturing the attention of potential visitors/leads, and successfully driving them through a funnel/buyer’s journey on your website.

  Because of Matomo’s reputation as a trusted analytics platform, the features above can be used to assist you in making smarter data-driven decisions. You can pursue different acquisition avenues with confidence and create a strategy that’s agile and ready for success, all while respecting user privacy.

• How to analyse 404 pages

  1er juillet 2019, par Matomo Core Team — Development, Plugins

  How to analyse “not found” pages (404) in digital analytics

  Have you ever sent out a newsletter and one link wasn’t active yet ? Would you like to know how many users get affected when this happens ? Would you like to know if your visitors are encountering 404 pages ? 

  In this article we’re describing an easy way to analyse “not found” pages on your website with Matomo to increase your visitors’ user experience, user acquisition, and SEO (search engine optimization).

  How to know the number of 404s on my website ?

  There are different ways to get this information. Depending on how your website is built, you may or may not collect this data.

  The easiest way to answer this question is to fire a 404 page on your website, you do this by accessing a wrong url :

  

  As you can see here, in our case, the page title starts with “Page non trouvée” which stands for “Page not found” when translated in English (as the website we are considering here is in French) :

  

  In this example 19 page views have been fired and it generated a bounce rate of 67%. As a result ⅔ of the visits ended here.

  In some cases, the information related to a “not found” page can be found either within the title or within the URL, as some websites redirect you to a specific web page when a page can’t be found.

  If you can’t identify “not found” pages via a page title or a page URL, we strongly advise you to use this specific tracking code method on your 404 page : “How to track error pages in Matomo ?”. 

  You can easily set it with Matomo Tag Manager with a custom HTML tag :

  

  where the trigger is the following :

  

  You will however, have to define this trigger as an exclusion for all the other tags which may conflict with it (here below is the new trigger defined for the generic Matomo tags we are inserting on all pages) :

  

  Once this specific tracking is set, you will be able to track the source of the 404 and will gather all the “not found” pages in a specific group within your Page Title report :

  

  Here, for example, you can identify that the homepage of this website had a link pointing to a 404, in our case it was https://www.webassoc.org/pro-du-web.

  Note that this is just one technique. You could also create a custom dimension report and decide to send the 404 there also.

  How to get notified when a 404 page is visited ?

  Trust us, you’re not going to check everyday whether a 404 page has been visited. In order to avoid checking it manually, you can define custom alerts.

  There are three possible scenarios when “not found” pages can be fired :

  • internal 404 : one link within your website is pointing to a wrong url on the same website.
  • external 404 : someone from an external website made a link to yours and the link is not correct.
  • direct access 404 : someone access directly to a not found page on your website.

  You can define all those three within Matomo, but in your case, you will only have to focus on the first two only. In fact, you can’t really fix the third scenario. That’s the reason why we’re not focusing on it. It would result in irrelevant alerts.

  Custom alert for internal 404

  An internal 404 is defined from a 404 where the source is an internal web page. As a result, it will look like the following in your report :

  

  In this example, we’re using this specific custom implementation, the title of the page will contain “From = https://www.webassoc.org/”. So set our custom alert accordingly :

  

  Now every time a 404 page will be fired from an internal page, you’ll be notified by email.

  Note that you can also decide to not receive any email and track the evolution of alerts with the History of triggered alerts feature.

  Custom alert for external 404

  External 404 is almost the same setup. The only thing you need to keep in mind is that we want to exclude the 404 where the source is not indicated. As a result, your configuration will look like the following :

  

  Here your regular expression pattern is the following one :

  404/URL = .*From = (?!https://www.webassoc.org)[^\s]+

  as you’ll want to have any referrer coming from a website which is not Matomo and not a direct 404.

   

  You can now be notified every time that a 404 is fired from any link.

  Note that this configuration may slightly differ from website to website. So always double check your tracking code and the way the values are sent to your reports. Also try to trigger those alerts first before validating them.

  How to follow the evolution of your 404 over time ?

  It may be interesting to know how good or how bad you are performing in terms of 404.

  In order to check this information, you can click on the evolution icon near the 404 title :

  

  But you may be interested in accessing this information more regularly without having to create this report each time.

  So, one way to analyse the evolution of your 404 is to create a segment such as :

  

  and to click after that on evolution icon :

  

  As you can see below the number of “not found” pages is quite low in general, but we can also notice that a period received an increase in terms of 404 not found pages on May 27. It may be interesting to investigate it :

  

  You can start from the overview of referrers :

  

  As you can notice here the main source of 404 is coming from direct entries which is the most difficult channel to analyse as we don’t really know where the visitors are coming from.

  How to perform your analysis even faster ?

  As you can see analysing reports in Matomo in order to detect 404 pages is a time-consuming activity. In order to make it faster, you can already create a report about it within the Email reports feature with the following settings :

  • Segment : 404
  • Email schedule : never.
  • Visits summary and Page titles as selected report.

  You will then end up with a saved report listing all the URLs concerned :

  

  You can also have a look at the “Custom reports” premium feature.

  It will provide you with more flexibility. You will then be able to focus on the most important thing : the cause of 404.

  Good luck and happy analytics !

• Using FFMPEG to batch remove audio endings

  27 juillet 2019, par user2828890

  I have over 1000 audio files, all of which end in a mouse click. I would like to remove the last half second from all of them. The audio files have different length (i.e. 15sec, 5 sec ...) But one thing in common with all of them is the last half second has a mouse click sound. How do I trim in bulk the ending of the mp3 files within a folder using windows 10 command line ? I already have FFMPEG downloaded. Thank you !