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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.

  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

  

• Accessibility Testing : Why It Matters and How to Get Started

  7 mai 2024, par Erin

  Nearly 96% of website homepages had failures with meeting web accessibility criteria in 2024. Aside from not complying with web accessibility laws and regulations, companies are failing a growing number of users with accessibility needs.

  With disabilities, chronic illnesses and ageing populations all rising, brands need to take accessibility more seriously. 

  In this article, we explain why accessibility testing is so important and how you can get started today.

  What is accessibility testing ?

  Accessibility testing optimises digital experiences to make them accessible for users with a range of disabilities and impairments. This includes users with vision impairments, hearing loss, neurodivergence, motor disabilities and cognitive conditions.

  The goal is to create inclusive experiences for everyone by implementing UX principles that address the usability needs of diverse audiences.

  To help developers create accessible experiences, the World Wide Web Consortium (W3C) created the Web Content Accessibility Guidelines (WCAG). The international WCAG standards define the Four Principles of Accessibility :

  • Perceivable : Information and user interface components must be presentable to users in ways they perceive.

  • Operable : User interface components and navigation must be operable.

  • Understandable : Information and the operation of user interfaces must be understandable.
  • Robust : Content must be robust enough to be interpreted reliably by various user agents, including assistive technologies.

  

  The current version of WCAG (2.2) contains 86 success criteria with three grades representing conformance levels :

  • Level A is the minimum conformance rating, indicating that web content is accessible to most users.

  • Level AA is the recommended conformance level to make content accessible to almost everyone, including users with severe disabilities.
  • Level AAA is the highest conformance rating, making content accessible to everyone, regardless of disability.

  

  Why is accessibility testing important ?

  With record numbers of lawsuits over online accessibility cases, it’s clear that companies underestimate the importance of accessibility testing. Here are seven key reasons you should pay more attention to it :

  1. Create inclusive experiences : Above all, accessibility testing creates inclusive experiences for all users.
  2. Adhere to accessibility regulations : Accessibility laws in most major markets — including the EU web accessibility policy — make it illegal for companies to discriminate against users with disabilities.
  3. Social responsibility : Companies have an ethical responsibility to cater to all users and consumers. 57% say they’re more loyal to brands that commit to addressing social inequities.
  4. Accessibility needs are growing : 16% of the world’s population (1 in 6) experience significant disability and the number will continue to grow as ageing populations rise.
  5. Improve experiences for everyone : Accessibility improves experiences for all users — for example, 80% of UK viewers aged 18-25 (2021) watch content with subtitles enabled.
  6. Maximise marketing reach : Platforms like Google prioritise accessibility yearly, making accessible content and experiences more visible.
  7. Accessibility is profitable : Inclusive companies earn 1.6x more revenue, 2.6x more net income and 2x more profit, according to Accenture (PDF).

  

  Who needs inclusive UX ?

  Accessibility testing starts with understanding the usability needs of audiences with disabilities and impairments. Here’s a quick summary of the most common impairments and some of the needs they have in common :

  • Visual impairments : Users may rely on screen readers, magnification software, braille displays, etc. or require certain levels of contrast, text sizes and colour combinations to aid visibility.
  • Hearing impairments : Users may rely on closed captions and subtitles for video content, transcripts for multimedia content and visual alerts/notifications for updates.
  • Motor or mobility impairments : Users might rely on adaptive keyboards, voice recognition and other assistive devices.
  • Cognitive and neurological impairments : Users may rely on technologies like text-to-speech software or require simplified user interfaces, contrast designs, etc., to aid comprehension.
  • Speech impairments : Users may rely on speech recognition and dictation software for any interaction that requires them to speak (e.g., automated customer service machines).

  While accessibility tools can alleviate certain accessibility challenges, inclusive design can remove much of the burden from users. This can involve using plenty of contrast, careful font selection, increasing whitespace and plenty of other design choices.

  Refer to the latest version of the WCAG for further guidance.

  How to run accessibility testing

  Now that we’ve emphasised the importance of accessibility, let’s explain how you can implement your own accessibility testing strategy.

  Create your accessibility testing plan

  Careful planning is crucial for making accessibility testing affordable and profitable. This starts with identifying the assets you need to test and optimise. This may include :

  • Website or web app
  • Mobile app
  • Videos
  • Podcasts and audio
  • PDFs
  • Marketing emails

  Map out all the assets your target audience interacts with and bring them into your accessibility testing plan. Optimising your website for screen readers is great, but you don’t want to forget your marketing emails and exclude vision-impaired users.

  Once you’ve got a complete list of assets, identify the elements and interactions with each one that require accessibility testing. For example, on your website, you should optimise navigation, user interfaces, layouts, web forms, etc.

  You also need to consider the impact of device types. For example, how touchscreens change the experience for motor impairments.

  Now that you know the scope of your testing strategy, it’s time to define your accessibility standards. Use external frameworks like WCAG guidelines and relevant legal requirements to create an internal set of standards.

  Once your accessibility standards are complete, train your staff at every level. This includes designers, developers, and content creators — everyone who works on assets is included in your accessibility testing strategy.

  Implement your accessibility standards throughout the design and development phases. Aim to create the most inclusive experiences possible before the accessibility testing stage.

  Implement accessibility practices at every level

  Treating accessibility as an afterthought is the biggest mistake you can make. Aside from neglecting the importance of accessibility, it’s simply not affordable to create assets and then optimise them for accessibility.

  Instead, you need to implement accessibility standards in every design and development stage. This way, you create inclusive assets from the beginning, and accessibility testing flags minor fixes rather than overhauls.

  By extension, you can take lessons from accessibility tests and update your accessibility standards to improve the quality of future assets.

  Set clear specifications in your accessibility standards for everyone to follow. For example, content publishers should be responsible for adding alt-text to all images. Make designers responsible for following contrast guidelines when optimising elements like CTA buttons.

  

  Next, managers can review assets and check for accessibility standards before anything is signed off. This way, you achieve higher test accessibility scores, and most fixes should be minor.

  This is the key to making accessibility testing manageable and profitable.

  Automate accessibility testing

  Automation is the other big factor in making accessibility efficient. With the right tools, you can run tests periodically without any manual workload, collecting data and flagging potential issues at almost no cost.

  For example, you can run automated accessibility tests on your website every month to check for common issues. This might flag up pages without alt-text for images, colour issues on a new batch of landing pages or a sudden drop in mobile loading times.

  Every automated test you can run reduces the manual workload of optimising accessibility. This frees up more time for the manual tests that require the attention of accessibility experts. 

  • Free up time for accessibility tasks that require manual testing
  • Identify issues with new content, assets, code, etc. faster
  • Run automated accessibility testing on new CRO changes

  Schedule manual accessibility reviews

  While it’s important to automate as much accessibility testing as possible, most accessibility standards require some form of manual testing. If we use the WCAG standards as a guideline, more than 70% of success require manual review and verification, including :

  • Testing websites with a screen reader
  • Navigating apps by only using a keyword
  • Quality assessing closed captions and subtitles
  • Testing web forms for people using speech input
  • Checking conversion actions for users with mobility issues (CTAs, forms, payments, etc.)

  Yes, you can automatically check all images for alt-text, but simply providing alt-text isn’t enough. You also have to review alt-text to make sure they’re descriptive, accurate and informative about the experience.

  Once again, the best way to minimise your time spent on manual testing is to implement accessibility standards throughout design and development. Train your content publishers to create alt-text that meets your criteria and editors to review them before pieces are signed off. 

  This way, you should always have the required alt-text before the content reaches the accessibility testing stage. The same applies to video transcriptions, web forms, website navigation, etc.

  Building a culture of accessibility makes the testing process as efficient as possible.

  What tools do you need for accessibility testing ?

  Now that we’ve covered the key essentials of accessibility testing, let’s look at some of the best accessibility testing tools to help you implement your strategy.

  accessiBe : AI-powered accessibility testing automation

  accessiBe is an accessibility testing automation and management system. It incorporates two core products : accessWidget for automating UI accessibility and accessFlow as an all-in-one solution for developers.

  

  Key features :

  • Automated accessibility testing
  • Accessibility widget for easy optimisation
  • Product accessibility for web, mobile and native apps
  • AI-powered accessibility insights
  • Compliance with WCAG, EAA and more

  As explained earlier, automation is crucial for making accessibility testing efficient and profitable. With accessiBe, you can automate the first line of accessibility checks so testers only need to get involved when manual action is necessary.

  Maze : Intelligent usability testing software

  Maze is a usability testing system that uses AI and automation to enhance traditional qualitative testing. You can run automated tests on live websites, capture survey feedback and recruit users to test experiences with real people.

  

  Key features :

  • Live website testing
  • Feedback surveys
  • Usability interviews
  • Test recruitment
  • Automated analysis

  While traditional usability interviews can provide in-depth insights, they’re expensive, time-consuming and difficult to run at scale. Maze’s solution is a hybrid testing system that automates data capture and analysis while supporting real user testing in one system.

  Matomo : Empowering people with ethical web analytics

  Matomo is a web analytics solution that gives you 100% data ownership while respecting user privacy. Think of this as a Google Analytics alternative that doesn’t use your visitors’ data for advertising purposes.

  

  Key features :

  • Privacy-friendly and GDPR-compliant tracking
  • Conversion rate optimisation features like heatmaps, session recordings, A/B testing and more
  • Accurate, unsampled data – see 40-60% more data than other analytics tools that sample data
  • Open-source

  Accessibility starts with creating quality experiences for everyone. Matomo reliably captures 100% of the data you need to optimise experiences without losing their trust. Instead of handing their personal info to Google or other tech giants, you retain full data ownership — fully compliant with GDPR, CCPA, etc.

  Try Matomo free for 21-days (no credit card required), or speak to our sales team for more info on how Matomo can enhance your site’s user experience and support your accessibility testing strategy.

  Try Matomo for Free

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

  Start for free

  No credit card required

  UserTesting : Video-based user testing software

  UserTesting is the more traditional system for running usability tests with real people. The platform helps you recruit users and manage usability tests with a series of sessions and video interviews.

  

  Key features :

  • Usability testing
  • Test recruitment
  • Live interviews
  • AI-powered insights
  • Usability services

  UserTesting is a slower, more expensive approach to testing experiences, but its video-based interviews allow you to have meaningful conversations with real users.

  Siteimprove : WCAG compliance testing

  Siteimprove automates website testing, accessibility and optimisation. It includes dedicated tools for checking WCAG and DCI compliance with an automated scoring system. This helps you keep track of scores and identify any accessibility and usability issues faster.

  

  Key features :

  • Automated accessibility checks
  • Inclusivity scores
  • Accessibility recommendations
  • Accessibility tracking
  • Marketing and revenue attribution
  • Usability insights

  Siteimprove provides a first line of accessibility testing with automated checks and practical recommendations. It also tracks accessibility scores, including ratings for all three WCAG compliance levels (A, AA and AAA).

  Find the value in accessibility testing

  Accessibility testing isn’t only a moral obligation ; it’s good business. Aside from avoiding fines and lawsuits, inclusive experiences are increasingly profitable. User bases with accessibility needs are only growing while non-disabled audiences are using accessibility resources like subtitles and transcripts in greater numbers.

  Accessibility improves everyone’s experiences, and this only does good things for conversion rates, revenue and profit.

  Start building your datasets for accessibility testing today with a Matomo 21-day free trial — no credit card required. Gain 100% ownership over your analytics data while complying with GDPR and other data privacy regulations.

  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

  

• avcodec/mips : MSA (MIPS-SIMD-Arch) optimizations for HEVC copy and hv mc functions

  22 avril 2015, par Shivraj Patil

  avcodec/mips : MSA (MIPS-SIMD-Arch) optimizations for HEVC copy and hv mc functions
  Incorporated review comment.
  
  Removed "__" from volatile.
  Signed-off-by : Shivraj Patil <shivraj.patil@imgtec.com>
  
  Reviewed-by : Nedeljko Babic <Nedeljko.Babic@imgtec.com>
  
  Signed-off-by : Michael Niedermayer <michaelni@gmx.at>
  

  • [DH] libavcodec/mips/hevcdsp_init_mips.c
  • [DH] libavcodec/mips/hevcdsp_mips.h
  • [DH] libavcodec/mips/hevcdsp_msa.c
  • [DH] libavutil/mips/generic_macros_msa.h