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• How to use Behavioural Analytics to Improve Website Performance

  20 septembre 2021, par Ben Erskine — Analytics Tips, Plugins, Heatmap
  

  User behavioural analytics (UBA) give your business unique insights into your customers. 

  Where traditional website metrics track what actions are completed or how many visitors you have, user behaviour shows the driving factors behind those actions. UBA tools such as website heatmap software provide an easy-to-read visualisation of this data. 

  Ultimately, user behaviour analysis improves website performance and conversions by boosting customer engagement, optimising positive customer experiences, and focusing on the most important part of your sales : the people who are actually buying from you. 

  What is user behaviour analytics ?

  User behaviour analytics (UBA) is data that shows how customers and website visitors interact with your brand online. 

  UBA is tracked using tools such as heatmaps, session recordings and data visualisation software. 

  Where traditional web analytics track metrics such as page views and bounce rates, behavioural analytics provide an even more in-depth picture of your website or funnel success. 

  For example, UBA tracks actions like 

  • How far users are scrolling down the page 
  • Which CTA’s and copy they are focusing on (or not focusing on) 
  • Which design elements, links or buttons they are interacting with 
  • What is happening in between each action

  Tracking user behaviour metrics help keep visitors on your website longer because they analyse where customers may be confused or unclear so you can fix it. 

  What’s the difference between data and behavioural analytics ?

  There are a few key differences between data and behavioural analytics. While data analytics are beneficial to improving website performance, using UBA creates a more customer-centric approach to funnel building. 

  The biggest difference between data and behavioural analytics ? Metric data shows which actions are happening. Behavioural analytics show you WHY they are happening. 

  For example, data can show you that a customer bounced or clicked away. Behaviour analytics show you that a page took a long time to load, they tried to click a link several times and then maybe got frustrated and clicked away. 

  Key differences between data analytics and behavioural analytics : 

  • What is happening versus what is driving it 
  • Track an action (e.g. click-through) versus tracking inaction (e.g. hover without clicking) 
  • Measuring completion of an action versus the flow of actions to complete action 
  • Source of traffic versus individual actions 
  • What happens when someone takes an action versus what happens in between taking action 

  Matomo heatmaps offer both website analytics and user behaviour for a comprehensive analysis.

  Why do behavioural analytics help improve website performance ?

  User behaviour is important because it doesn’t matter how many website visitors you have if they don’t convert. 

  If you have a lot of traffic on mobile devices, but a low CTR, heatmaps show you what is causing the low conversions. Perhaps there is a button that isn’t optimised for mobile scrolling, or a pop up that covers important copy. 

  Analysing the driving factors behind each decision means that you can increase sign-ups and conversions without losing money on website traffic that never actually buys. 

  

  How do heatmap tools show website user behaviour analytics ? 

  Heatmap tools provide a visual representation of user behaviour. 

  There are several key ways that heatmap tracking can improve website performance and therefore your overall conversions.

  Firstly, heatmaps show where to optimise website structure. It uses real visitor experiences to indicate whether customers have to scroll to reach important content, whether important messages are being missed, and whether CTAs are clear. 

  Secondly, heatmaps provide always-on UX and useability testing for your website, identifying user frustrations and optimising their experience over time.

  They also show valuable user experience insights for A/B versions of a landing page. Not only will you see the raw conversion data, but you will also understand why one page converts more than another.

  Ultimately, heatmaps increase ROI on marketing by optimising the traffic that you are sending to your website.

  

  5 ways heatmaps and user behaviour analytics improve website performance and conversions

  #1. Improve customer experience

  One of the most important uses for UBA is to improve your customer experience. 

  Imagine you had a physical store. If there was something blocking customers from getting to the counter you could easily see and fix the problem. 

  It is just as important for an online store to find and fix these “roadblocks”. 

  Not only does it reduce friction in the sales funnel and make it easy for customers to buy from you, it improves their overall experience. And when 86% of buyers are willing to pay more for a great customer experience, UBA should be one of your number one priorities for growing your bottom line. 

  #2. Improve customer engagement

  Customer engagement is any interaction between a customer/product user and your business. 

  User behaviour analytics increase engagement at each customer journey touch point. 

  Using data from heatmaps will improve customer engagement because it gives you insights into how you can make your website more user friendly. This reduces friction and increases customer loyalty by making sure customers :

  • See important content 
  • Are not distracted by unnecessary elements 
  • Can easily access information or pages no matter what device they are using 
  • Are clicking on important page elements that take them further through the customer journey 

  For example, say a customer is on a sales page. A heatmap might show that pop ups or design elements like links to another page are pulling their attention away from the primary focus (i.e. the sales copy). 

  #3. Focus on customer-centric approach 

  A customer-centric approach means putting your customers at the centre of everything that you do. There is a lot of competition for your customers’ hard earned dollars, so you need to stand out. A good product or service is not enough on its own anymore. 

  User behaviour analytics are at the heart of customer-centric strategies. Instead of guessing how customers interact with your online presence, tools like heatmaps give insight into exactly what customers need. 

  This matched with an effective customer feedback strategy gives a holistic and effective approach to improving your customer experiences. 
  

  #4. Capture customer data across multiple channels

  Most customers won’t convert on their very first visit to a website. They might interact with your business across many channels and research your product multiple times before purchasing. 

  Multi Channel Conversion Attribution, also known as Cross Channel Attribution, lets you assign a value to each visit prior to a conversion or prior to a sale. By applying different attribution models, you get a better view on which channels actually lead to a conversion.

  User behaviour analytics like the multi channel conversion attribution that Matomo offers can show you exactly where you should focus your money to acquire new customers. 

  #5. Track and measure business objectives

  User behaviour analytics like heatmaps can show you whether you are actually hitting your targets. 

  Setting goals helps track your website performance against business objectives. 

  These include objectives such as lead generation, online sales and increased brand exposure. Matomo has a specific function for tracking goals and measuring analytics.

  Using a combination of UBA and data metrics will produce the most effective conversions. 

  For example, a customer reaching the payment confirmation page is a common objective to measure conversions. However, it is only tracked if they actually complete the action. Measuring on-page customer activity with heatmaps shows why they do or do not convert so you can fix issues. 

  Final thoughts on user behaviour analytics 

  User behavioural analytics (UBA) provide a unique and in-depth insight into your customers and their needs. Unlike traditional data metrics that track completed actions, UBA like heatmaps show you what happens in between each action and help fix any critical issues. 

  Heatmaps are your secret weapon to improving website performance while staying customer-centric ! 

  Want to know how heatmap analytics increase conversions and improve customer experience without spending more on traffic or marketing ? Check out some of the other in depth guides below. 

  The Ultimate Guide to Heatmap Software

  10 Proven Ways Heatmap Software Improves Website Conversions

  Heatmap Video

  Session Recording Video

• ffmpeg xstack filter layout limitations

  7 avril 2022, par JohnQuincyKerbal

  I am trying to combine multiple videos using a variety of layouts. I've found an issue where a layout that is too large will result in a failed output. Even when enabling debug logs I can't see what the explicit error is. I assume I am reaching a resolution and/or size limitation when spreading the inputs out far enough. Is there some documentation outlining limitations of xstack layouts or some other documentation spelling out a different inherent ffmpeg limitation I am hitting ? Using the same exact inputs but with a smaller layout results in success.

  


  FWIW I am using ffmpeg-python wrapper library.

  


  Here is the verbose output I am seeing during these failures :

  


  ffmpeg version 5.0-static https://johnvansickle.com/ffmpeg/  Copyright (c) 2000-2022 the FFmpeg developers
  built with gcc 8 (Debian 8.3.0-6)
  configuration: --enable-gpl --enable-version3 --enable-static --disable-debug --disable-ffplay --disable-indev=sndio --disable-outdev=sndio --cc=gcc --enable-fontconfig --enable-frei0r --enable-gnutls --enable-gmp --enable-libgme --enable-gray --enable-libaom --enable-libfribidi --enable-libass --enable-libvmaf --enable-libfreetype --enable-libmp3lame --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopenjpeg --enable-librubberband --enable-libsoxr --enable-libspeex --enable-libsrt --enable-libvorbis --enable-libopus --enable-libtheora --enable-libvidstab --enable-libvo-amrwbenc --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxml2 --enable-libdav1d --enable-libxvid --enable-libzvbi --enable-libzimg
  libavutil      57. 17.100 / 57. 17.100
  libavcodec     59. 18.100 / 59. 18.100
  libavformat    59. 16.100 / 59. 16.100
  libavdevice    59.  4.100 / 59.  4.100
  libavfilter     8. 24.100 /  8. 24.100
  libswscale      6.  4.100 /  6.  4.100
  libswresample   4.  3.100 /  4.  3.100
  libpostproc    56.  3.100 / 56.  3.100
Splitting the commandline.
Reading option '-i' ... matched as input url with argument '4.mp4'.
Reading option '-i' ... matched as input url with argument '1.mp4'.
Reading option '-filter_complex' ... matched as option 'filter_complex' (create a complex filtergraph) with argument '[0][1]xstack=fill=#171f29:inputs=2:layout=4_2|2986_1838[s0]'.
Reading option '-map' ... matched as option 'map' (set input stream mapping) with argument '[s0]'.
Reading option '/video/16/Untitled_sans_text.mp4' ... matched as output url.
Reading option '-loglevel' ... matched as option 'loglevel' (set logging level) with argument 'debug'.
Reading option '-y' ... matched as option 'y' (overwrite output files) with argument '1'.
Finished splitting the commandline.
Parsing a group of options: global .
Applying option filter_complex (create a complex filtergraph) with argument [0][1]xstack=fill=#171f29:inputs=2:layout=4_2|2986_1838[s0].
Applying option loglevel (set logging level) with argument debug.
Applying option y (overwrite output files) with argument 1.
Successfully parsed a group of options.
Parsing a group of options: input url 4.mp4.
Successfully parsed a group of options.
Opening an input file: 4.mp4.
[NULL @ 0x69bf840] Opening '4.mp4' for reading
[file @ 0x69c0040] Setting default whitelist 'file,crypto,data'
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69bf840] Format mov,mp4,m4a,3gp,3g2,mj2 probed with size=2048 and score=100
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69bf840] ISO: File Type Major Brand: isom
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69bf840] Unknown dref type 0x206c7275 size 12
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69bf840] Processing st: 0, edit list 0 - media time: 0, duration: 2310144
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69bf840] Before avformat_find_stream_info() pos: 8429176 bytes read:34169 seeks:1 nb_streams:1
[h264 @ 0x69c0d80] nal_unit_type: 7(SPS), nal_ref_idc: 3
[h264 @ 0x69c0d80] nal_unit_type: 8(PPS), nal_ref_idc: 3
[h264 @ 0x69c0d80] nal_unit_type: 7(SPS), nal_ref_idc: 3
[h264 @ 0x69c0d80] nal_unit_type: 8(PPS), nal_ref_idc: 3
[h264 @ 0x69c0d80] nal_unit_type: 6(SEI), nal_ref_idc: 0
[h264 @ 0x69c0d80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x69c0d80] Format yuv420p chosen by get_format().
[h264 @ 0x69c0d80] Reinit context to 864x800, pix_fmt: yuv420p
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69bf840] All info found
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69bf840] After avformat_find_stream_info() pos: 37782 bytes read:71903 seeks:2 frames:1
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '4.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf59.16.100
  Duration: 00:02:21.00, start: 0.000000, bitrate: 478 kb/s
  Stream #0:0[0x1](und), 1, 1/16384: Video: h264 (High), 1 reference frame (avc1 / 0x31637661), yuv420p(tv, bt709/bt709/iec61966-2-1, progressive, left), 864x788 (864x800), 0/1, 478 kb/s, 1 fps, 1 tbr, 16384 tbn (default)
    Metadata:
      handler_name    : VideoHandler
      vendor_id       : [0][0][0][0]
Successfully opened the file.
Parsing a group of options: input url 1.mp4.
Successfully parsed a group of options.
Opening an input file: 1.mp4.
[NULL @ 0x69f1d40] Opening '1.mp4' for reading
[file @ 0x6a21a00] Setting default whitelist 'file,crypto,data'
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69f1d40] Format mov,mp4,m4a,3gp,3g2,mj2 probed with size=2048 and score=100
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69f1d40] ISO: File Type Major Brand: isom
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69f1d40] Unknown dref type 0x206c7275 size 12
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69f1d40] Processing st: 0, edit list 0 - media time: 0, duration: 2473984
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69f1d40] Before avformat_find_stream_info() pos: 9015166 bytes read:34209 seeks:1 nb_streams:1
[h264 @ 0x69e4800] nal_unit_type: 7(SPS), nal_ref_idc: 3
[h264 @ 0x69e4800] nal_unit_type: 8(PPS), nal_ref_idc: 3
[h264 @ 0x69e4800] nal_unit_type: 7(SPS), nal_ref_idc: 3
[h264 @ 0x69e4800] nal_unit_type: 8(PPS), nal_ref_idc: 3
[h264 @ 0x69e4800] nal_unit_type: 6(SEI), nal_ref_idc: 0
[h264 @ 0x69e4800] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x69e4800] Format yuv420p chosen by get_format().
[h264 @ 0x69e4800] Reinit context to 864x800, pix_fmt: yuv420p
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69f1d40] All info found
[mov,mp4,m4a,3gp,3g2,mj2 @ 0x69f1d40] After avformat_find_stream_info() pos: 35499 bytes read:69660 seeks:2 frames:1
Input #1, mov,mp4,m4a,3gp,3g2,mj2, from '1.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf59.16.100
  Duration: 00:02:31.00, start: 0.000000, bitrate: 477 kb/s
  Stream #1:0[0x1](und), 1, 1/16384: Video: h264 (High), 1 reference frame (avc1 / 0x31637661), yuv420p(tv, bt709/bt709/iec61966-2-1, progressive, left), 864x788 (864x800), 0/1, 477 kb/s, 1 fps, 1 tbr, 16384 tbn (default)
    Metadata:
      handler_name    : VideoHandler
      vendor_id       : [0][0][0][0]
Successfully opened the file.
[Parsed_xstack_0 @ 0x69e3040] Setting 'fill' to value '#171f29'
[Parsed_xstack_0 @ 0x69e3040] Setting 'inputs' to value '2'
[Parsed_xstack_0 @ 0x69e3040] Setting 'layout' to value '4_2|2986_1838'
Parsing a group of options: output url /video/16/Untitled_sans_text.mp4.
Applying option map (set input stream mapping) with argument [s0].
Successfully parsed a group of options.
Opening an output file: /video/16/Untitled_sans_text.mp4.
[file @ 0x69d1900] Setting default whitelist 'file,crypto,data'
Successfully opened the file.
detected 6 logical cores
[h264 @ 0x69f5040] nal_unit_type: 7(SPS), nal_ref_idc: 3
[h264 @ 0x69f5040] nal_unit_type: 8(PPS), nal_ref_idc: 3
[h264 @ 0x71b8740] nal_unit_type: 7(SPS), nal_ref_idc: 3
[h264 @ 0x71b8740] nal_unit_type: 8(PPS), nal_ref_idc: 3
Stream mapping:
  Stream #0:0 (h264) -> xstack
  Stream #1:0 (h264) -> xstack
  xstack:default -> Stream #0:0 (libx264)
Press [q] to stop, [?] for help
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x69f5040] nal_unit_type: 6(SEI), nal_ref_idc: 0
[h264 @ 0x69f5040] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x69f5040] Format yuv420p chosen by get_format().
[h264 @ 0x69f5040] Reinit context to 864x800, pix_fmt: yuv420p
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x69d7380] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x6a04240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x6a18680] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x6bc7d00] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x6bdc140] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x70e7a80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x71b8740] nal_unit_type: 6(SEI), nal_ref_idc: 0
[h264 @ 0x71b8740] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x71b8740] Format yuv420p chosen by get_format().
[h264 @ 0x71b8740] Reinit context to 864x800, pix_fmt: yuv420p
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x72b3cc0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x7383240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x74528c0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x7521f00] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:0 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x75f1540] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x76c0b80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[Parsed_xstack_0 @ 0x7ad45c0] Setting 'fill' to value '#171f29'
[Parsed_xstack_0 @ 0x7ad45c0] Setting 'inputs' to value '2'
[Parsed_xstack_0 @ 0x7ad45c0] Setting 'layout' to value '4_2|2986_1838'
[graph 0 input from stream 0:0 @ 0x7ad5800] Setting 'video_size' to value '864x788'
[graph 0 input from stream 0:0 @ 0x7ad5800] Setting 'pix_fmt' to value '0'
[graph 0 input from stream 0:0 @ 0x7ad5800] Setting 'time_base' to value '1/16384'
[graph 0 input from stream 0:0 @ 0x7ad5800] Setting 'pixel_aspect' to value '0/1'
[graph 0 input from stream 0:0 @ 0x7ad5800] Setting 'frame_rate' to value '1/1'
[graph 0 input from stream 0:0 @ 0x7ad5800] w:864 h:788 pixfmt:yuv420p tb:1/16384 fr:1/1 sar:0/1
[graph 0 input from stream 1:0 @ 0x7ad6580] Setting 'video_size' to value '864x788'
[graph 0 input from stream 1:0 @ 0x7ad6580] Setting 'pix_fmt' to value '0'
[graph 0 input from stream 1:0 @ 0x7ad6580] Setting 'time_base' to value '1/16384'
[graph 0 input from stream 1:0 @ 0x7ad6580] Setting 'pixel_aspect' to value '0/1'
[graph 0 input from stream 1:0 @ 0x7ad6580] Setting 'frame_rate' to value '1/1'
[graph 0 input from stream 1:0 @ 0x7ad6580] w:864 h:788 pixfmt:yuv420p tb:1/16384 fr:1/1 sar:0/1
[format @ 0x7ad7600] Setting 'pix_fmts' to value 'yuv420p|yuvj420p|yuv422p|yuvj422p|yuv444p|yuvj444p|nv12|nv16|nv21|yuv420p10le|yuv422p10le|yuv444p10le|nv20le|gray|gray10le'
[AVFilterGraph @ 0x7ad34c0] query_formats: 5 queried, 4 merged, 0 already done, 0 delayed
[Parsed_xstack_0 @ 0x7ad45c0] [framesync @ 0x7ad4798] Selected 1/16384 time base
[Parsed_xstack_0 @ 0x7ad45c0] [framesync @ 0x7ad4798] Sync level 1
[libx264 @ 0x69f3b40] using mv_range_thread = 136
[libx264 @ 0x69f3b40] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2 AVX FMA3 BMI2 AVX2
[libx264 @ 0x69f3b40] profile High, level 6.0, 4:2:0, 8-bit
[libx264 @ 0x69f3b40] 264 - core 164 r3081 19856cc - H.264/MPEG-4 AVC codec - Copyleft 2003-2021 - 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=9 lookahead_threads=1 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=1 scenecut=40 intra_refresh=0 rc_lookahead=40 rc=crf mbtree=1 crf=23.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=1:1.00
Output #0, mp4, to '/video/16/Untitled_sans_text.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf59.16.100
  Stream #0:0, 0, 1/16384: Video: h264, 1 reference frame (avc1 / 0x31637661), yuv420p(progressive), 3850x2626 (0x0), 0/1, q=2-31, 1 fps, 16384 tbn
    Metadata:
      encoder         : Lavc59.18.100 libx264
    Side data:
      cpb: bitrate max/min/avg: 0/0/0 buffer size: 0 vbv_delay: N/A
Clipping frame in rate conversion by 0.000008
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x71b8740] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x69f5040] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x69d7380] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x72b3cc0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6a04240] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x7383240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6a18680] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x74528c0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6bc7d00] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x7521f00] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6bdc140] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x75f1540] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x70e7a80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x76c0b80] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x69f5040] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x71b8740] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x69d7380] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x72b3cc0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x7383240] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x6a04240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6a18680] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x74528c0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x7521f00] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x6bc7d00] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6bdc140] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x75f1540] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x70e7a80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x76c0b80] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x69f5040] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x71b8740] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x69d7380] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x72b3cc0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6a04240] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x7383240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6a18680] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x74528c0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6bc7d00] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x7521f00] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6bdc140] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x75f1540] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x70e7a80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x76c0b80] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x71b8740] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x69f5040] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x69d7380] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x72b3cc0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x7383240] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x6a04240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6a18680] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x74528c0] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x7521f00] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x6bc7d00] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6bdc140] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x75f1540] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x76c0b80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x70e7a80] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x71b8740] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x69f5040] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x72b3cc0] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x69d7380] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6a04240] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x7383240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x74528c0] nal_unit_type: 5(IDR), nal_ref_idc: 3
...
[h264 @ 0x6a04240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
[h264 @ 0x7383240] nal_unit_type: 5(IDR), nal_ref_idc: 3
cur_dts is invalid st:0 (0) [init:1 i_done:0 finish:0] (this is harmless if it occurs once at the start per stream)
    Last message repeated 1 times
[h264 @ 0x6a18680] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x74528c0] nal_unit_type: 5(IDR), nal_ref_idc: 3
[libx264 @ 0x69f3b40] frame=   0 QP=3.66 NAL=3 Slice:I Poc:0   I:39765 P:0    SKIP:0    size=204347 bytes
[h264 @ 0x6bc7d00] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x7521f00] nal_unit_type: 5(IDR), nal_ref_idc: 3
[libx264 @ 0x69f3b40] frame=   1 QP=7.68 NAL=2 Slice:P Poc:8   I:1201 P:4090 SKIP:34474 size=196520 bytes
[h264 @ 0x6bdc140] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x75f1540] nal_unit_type: 5(IDR), nal_ref_idc: 3
[libx264 @ 0x69f3b40] frame=   2 QP=9.03 NAL=2 Slice:B Poc:4   I:0    P:219  SKIP:39546 size=611 bytes
[h264 @ 0x76c0b80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x70e7a80] nal_unit_type: 5(IDR), nal_ref_idc: 3
[libx264 @ 0x69f3b40] frame=   3 QP=16.00 NAL=0 Slice:B Poc:2   I:0    P:1    SKIP:39764 size=289 bytes
[h264 @ 0x69f5040] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x71b8740] nal_unit_type: 5(IDR), nal_ref_idc: 3
[libx264 @ 0x69f3b40] frame=   4 QP=16.00 NAL=0 Slice:B Poc:6   I:0    P:31   SKIP:39734 size=300 bytes
[h264 @ 0x69d7380] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x72b3cc0] nal_unit_type: 5(IDR), nal_ref_idc: 3
[libx264 @ 0x69f3b40] frame=   5 QP=9.36 NAL=2 Slice:P Poc:16  I:0    P:702  SKIP:39063 size=5286 bytes
[h264 @ 0x6a04240] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x7383240] nal_unit_type: 5(IDR), nal_ref_idc: 3.00 bitrate= 699.2kbits/s speed=1.08x    
[libx264 @ 0x69f3b40] frame=   6 QP=8.61 NAL=2 Slice:B Poc:12  I:0    P:454  SKIP:39311 size=611 bytes
[h264 @ 0x6a18680] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x74528c0] nal_unit_type: 5(IDR), nal_ref_idc: 3
[libx264 @ 0x69f3b40] frame=   7 QP=16.00 NAL=0 Slice:B Poc:10  I:0    P:384  SKIP:39381 size=514 bytes
[h264 @ 0x6bc7d00] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x7521f00] nal_unit_type: 5(IDR), nal_ref_idc: 3
[libx264 @ 0x69f3b40] frame=   8 QP=16.00 NAL=0 Slice:B Poc:14  I:0    P:36   SKIP:39729 size=306 bytes
[h264 @ 0x6bdc140] nal_unit_type: 5(IDR), nal_ref_idc: 3
[h264 @ 0x75f1540] nal_unit_type: 5(IDR), nal_ref_idc: 3
2022-04-06 22:37:08,458 /app/movie_services/make_movie.py:118 ERROR COMBINED VIDEO FAILED
2022-04-06 22:37:08,461 /app/movie_services/make_movie.py:119 ERROR ffmpeg error (see stderr output for detail)```


  


• Organic Traffic : What It Is and How to Increase It

  19 septembre 2023, par Erin — Analytics Tips

  Organic traffic can be a website’s most valuable source of visitors. But it can also be the hardest form of traffic to acquire. While paid ads can generate traffic almost instantly, you need to invest time and energy into growing traffic from search engines.

  And it all starts with understanding exactly what organic traffic is. 

  If you want to understand what organic traffic is, how to measure it and how to generate more of it, then this article is for you.

  What is organic traffic ?

  Organic traffic is the visitors your website receives from the unpaid results on search engines like Google, Bing and DuckDuckGo. 

  The higher your website ranks in the search engine results pages and the more search terms your website ranks for, the more organic traffic your site will receive. 

  Organic traffic is highly valued by marketers, partly because it has a much higher clickthrough rate than PPC ads. Research shows the top organic result has a 39.8% CTR compared to just 2.1% for paid ads.

  

  So, while you can pay to appear at the top of search engines (using a platform like Google Ads, for instance), you probably won’t receive as much traffic as you would if you were to rank organically in the same search engine.

  What other types of traffic are there ? 

  Organic traffic isn’t the only type of traffic your website can get. You can also receive traffic from the following channels :

  Direct

  People familiar with your site may visit it directly, either by entering your URL into their browser or accessing it through a bookmarked link ; both scenarios are counted as direct traffic.

  Social

  Social traffic includes visits to your website from a social media platform. For example, if someone shares a link to your website on Facebook, any user who clicks on it will be counted as social traffic. 

  Websites

  Social media isn’t the only way for someone to share a link to your website. Any time a visitor finds your website by clicking on a link on another website, it will be counted as “websites”. This is also known as referral traffic on some analytics platforms. 

  Campaign

  Campaign traffic encompasses both paid and unpaid traffic sources. Paid sources include advertising on search engines and social media (also known as PPC or pay-per-click), as well as collaborations with influencers and sponsorships. Unpaid sources, such as your organisation’s email newsletters, cross-promotions with other businesses and other similar methods, are also part of this mix. 

  In simpler terms, it’s the traffic you deliberately direct to your site, and you utilise campaign tracking URLs to measure how these efforts impact your ROI.

  A word on multi-touch attribution

  If you are interested in learning more about types of traffic to track conversions, then it’s important to understand multi-touch attribution. The truth is most customers won’t just use a single traffic channel to find your website. In reality, the modern customer journey has multiple touchpoints, and customers may first find your site through an ad and then search for more about your brand on Google before going directly to your website. 

  

  You are at risk of under or overestimating the effectiveness of a marketing channel without using multi-touch attribution tracking. With this marketing analytics model, you can accurately weigh the impact of every channel and allocate budgets accordingly. 

  What are the benefits of organic traffic ?

  Getting more organic traffic is a common marketing goal for many companies. And it’s not surprising why. There’s a lot to love about organic traffic. 

  For starters, it’s arguably the most cost-effective traffic your site can receive. You will still need to pay to create and distribute organic content (whether it’s a blog post or product page). You don’t need to pay for it to show up in a search engine. You continue to get value from organic traffic long after you’ve created the page, too. A good piece of organic content can receive high volumes of monthly visitors for years. That’s a stark difference from paid ads, where traffic stops as soon as you turn off the ad. 

  It also puts your website in front of a massive audience, with Google alone processing over 3.5 billion searches every day. There’s a good chance that if your target audience is looking for a solution to their problems, they start with Google. 

  Organic traffic is fantastic at building brand awareness. Usually, users aren’t searching for a specific brand or company. They are searching for informational keywords (“how to brew the perfect cup of coffee”) or unbranded transactional keywords (“best home workout machine”). In both cases, customers can use search engines to become aware of your brand. 

  Finally, organic traffic brings in high-quality leads at every marketing funnel stage. Because users are searching for informational and transactional keywords, your site can receive visits from buyers at every stage of the marketing funnel, giving you multiple chances to convert them and helping to increase the number of touch points you have.

  How to check your website’s organic traffic

  You don’t need to complete complex calculations to determine your site’s organic traffic. A web analytics solution like Matomo will accurately measure your site’s organic traffic. 

  In Matomo, on the left-hand sidebar, you can access organic traffic data by clicking Acquisition and then selecting All Channels.

  

  You’ll find a detailed breakdown of all traffic sources, including organic traffic, within the specified timeframe. The report is set to the current day by default, but you can view organic traffic metrics over a day, week, month, year or a date range of your choice.

  If you want to take things further, you can get a detailed view of organic visitors by creating a custom report for “Visitors from Search Engines only.” By creating a custom report with the segment “Channel Type is search”, you’ll be able to combine other metrics like average actions per visit, bounce rate, goal conversions, etc., to create a comprehensive report on your organic traffic and the behavior of these visitors.

  Matomo also lets you integrate Google, Bing and Yahoo search consoles directly into your Matomo Analytics to monitor keyword performance.

  How to increase organic traffic

  Follow these six tips if you want to increase the web traffic you get organically from search engines. 

  Create more and better content

  Here’s the reality : Most websites don’t get much traffic from Google. Only 40% of sites rank on the first page, and just 23% sit in the top three results. 

  Let’s take quality first. The best content tends to rise to the top of search engines. That’s because it gets shared more, receives more backlinks and gets more user engagement. So, if you want to appear at the top of Google results, creating mediocre content probably won’t cut it. You need to go above and beyond what is already there. 

  But you can’t just create one fantastic piece of content and expect to receive thousands of visitors. You need multiple pages targeting as many search terms as possible. The more pages search engines index, the more opportunities you have to rank. Or, to put it another way, the more shots you take, the greater your chances of scoring. 

  Use keyword research tools

  While creating great content is essential, you want to ensure that content targets the right keywords. These keywords receive a suitable amount of traffic and are easy to rank for. 

  Keyword research tools like Ahrefs of Semrush are the easiest way to find high-traffic topics to write about. Specifically, you want to aim for long-tail keywords. These are search terms that contain three or more words. Think “Nike men’s basketball shoe” rather than “basketball shoe.”

  

  As you can see, long tail keywords have a lower monthly search volume (250 vs. 1,100 using the example above) than broad terms but are much easier to rank for (14 vs. 41 Keyword Difficulty).

  

  While the above tools can help you find new topics to write about, Matomo’s Search Engine Keywords Performance plugin can help highlight topics you have already covered that could be expanded.

  

  The plugin automatically connects to APIs from all significant search engines and imports all the keywords people search for when clicking on your websites into your Matomo report. 

  If you find a cluster of keywords on the same topic that generates a lot of visitors, it may be worth creating even more content on that topic. Similarly, if there’s a topic you think you have covered but isn’t generating much traffic, you can look at revising and refreshing your existing content to try to rank higher. 

  Build high-quality backlinks

  Backlinks are arguably the most important Google ranking factor and the primary way Google assesses the authoritativeness of your site and content. Backlinks strongly and positively correlate with traffic — at least according to 67.5% of respondents in a uSERP industry survey. 

  There are plenty of ways you can create high-quality backlinks that Google loves. Strategies include :

  • Creating and promoting the best content about a given topic
  • Guest posting on high-authority websites
  • Building relationships with other websites

  Ensure you avoid building low-quality spam links at all costs — such as private blog networks (PBNs), forum and comment spam links and directory links. These links won’t help your content to rank higher, and Google may even penalise your entire site if you build them. 

  Find and fix any technical Search Engine Optimisation (SEO) issues

  Search engines like Google need to be able to quickly and accurately crawl and index your website to rank your content. Unfortunately, many sites suffer from technical issues that impede search engine bots. 

  The good news is that certain tools make these issues easy to spot. Take the Matomo SEO Web Vitals feature, for instance. This lets you track a set of core web vital metrics, including :

  • Page Speed Score
  • First Contentful Paint (FCP)
  • Final Input Delay (FID)
  • Last Contentful Paint (LCP)
  • Cumulative Layout Shift (CLS)

  Take things even further by identifying major bugs and issues with your site. Crashes and other issues that impact user experience can also hurt your SEO and organic traffic efforts — so it’s best to eliminate them as soon as they occur. 

  

  Use Matomo’s Crash Analytics feature to get precise bug location information as well as the user’s interactions that triggered, the device they were using, etc. Scheduled reporting and alerts allow you to automate this task and instantly detect bugs as soon as they occur.

  Improve your on-page SEO

  As well as fixing technical issues, you should spend time optimising specific elements of your website to improve how it ranks in search engines. 

  There are several on-page elements you should optimise :

  • Image alt tags
  • URLs
  • Headings
  • Title tags
  • Internal links

  Your goal should be to include a target keyword in each element above. For example, your URL should be something like yoursite.com/keyword.

  It’s best to err on the side of caution here. Avoid adding too many keywords to each of these elements. This is called keyword stuffing, and Google may slap your site with a penalty. 

  Track your content’s performance

  One final way to increase organic traffic is to use an analytics platform to understand what content needs improving and which pages can be removed.

  

  Use an analytics platform like Matomo to see which pages generate the most organic traffic and which lag behind. This can help you prioritise your SEO efforts while highlighting pages that add no value. These pages can be completely revamped, redirected to another page or removed if appropriate. 

  Conclusion

  Organic traffic is arguably the most valuable traffic source your site can acquire. It is essential to monitor organic traffic levels and take steps to increase your organic traffic. 

  A good analytics platform can help you do both. Matomo’s powerful, open-source web analytics solution protects your data and your users’ privacy, while providing the SEO tools you need to send your organic traffic levels soaring. 

  Start a free 21-day trial now, no credit card required.