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• Linux Media Player Survey Circa 2001

  2 septembre 2010, par Multimedia Mike — General

  Here’s a document I scavenged from my archives. It was dated September 1, 2001 and I now publish it 9 years later. It serves as sort of a time capsule for the state of media player programs at the time. Looking back on this list, I can’t understand why I couldn’t find MPlayer while I was conducting this survey, especially since MPlayer is the project I eventually started to work for a few months after writing this piece.

  For a little context, I had been studying multimedia concepts and tech for a year and was itching to get my hands dirty with practical multimedia coding. But I wanted to tackle what I perceived as unsolved problems– like playback of proprietary codecs. I didn’t want to have to build a new media playback framework just to start working on my problems. So I surveyed the players available to see which ones I could plug into and use as a testbed for implementing new decoders.

  Regarding Real Player, I wrote : “We’re trying to move away from the proprietary, closed-source “solutions”. Heh. Was I really an insufferable open source idealist back in the day ?

  Anyway, here’s the text with some Where are they now ? commentary [in brackets] :

  ---

  Towards an All-Inclusive Media Playing Solution for Linux

  I don’t feel that the media playing solutions for Linux set their sights high enough, even though they do tend to be quite ambitious.

  I want to create a media player for Linux that can open a file, figure out what type of file it is (AVI, MOV, etc.), determine the compression algorithms used to encode the audio and video chunks inside (MPEG, Cinepak, Sorenson, etc.) and replay the file using the best audio, video, and CPU facilities available on the computer.

  Video and audio playback is a solved problem on Linux ; I don’t wish to solve that problem again. The problem that isn’t solved is reliance on proprietary multimedia solutions through some kind of WINE-like layer in order to decode compressed multimedia files.

  Survey of Linux solutions for decoding proprietary multimedia
  updated 2001-09-01

  AVI Player for XMMS
  This is based on Avifile. All the same advantages and limitations apply.
  [Top Google hit is a Freshmeat page that doesn’t indicate activity since 2001-2002.]

  Avifile
  This player does a great job at taking apart AVI and ASF files and then feeding the compressed chunks of multimedia data through to the binary Win32 decoders.

  The program is written in C++ and I’m not very good at interpreting that kind of code. But I’m learning all over again. Examining the object hierarchy, it appears that the designers had the foresight to include native support for decoders that are compiled into the program from source code. However, closer examination reveals that there is support for ONE source decoder and that’s the “decoder” for uncompressed data. Still, I tried to manipulate this routine to accept and decode data from other codecs but no dice. It’s really confounding. The program always crashes when I feed non-uncompressed data through the source decoder.
  [Lives at http://avifile.sourceforge.net/ ; not updated since 2006.]

  Real Player
  There’s not much to do with this since it is closed source and proprietary. Even though there is a plugin architecture, that’s not satisfactory. We’re trying to move away from the proprietary, closed-source “solutions”.
  [Still kickin’ with version 11.]

  XAnim
  This is a well-established Unix media player. To his credit, the author does as well as he can with the resources he has. In other words, he supports the non-proprietary video codecs well, and even has support for some proprietary video codecs through binary-only decoders.

  The source code is extremely difficult to work with as the author chose to use the X coding format which I’ve never seen used anywhere else except for X header files. The infrastructure for extending the program and supporting other codecs and file formats is there, I suppose, but I would have to wrap my head around the coding style. Maybe I can learn to work past that. The other thing that bothers me about this program is the decoding approach : It seems that each video decoder includes routines to decompress the multimedia data into every conceivable RGB and YUV output format. This seems backwards to me ; it seems better to have one decoder function that decodes the data into its native format it was compressed from (e.g., YV12 for MPEG data) and then pass that data to another layer of the program that’s in charge of presenting the data and possibly converting it if necessary. This layer would encompass highly-optimized software conversion routines including special CPU-specific instructions (e.g., MMX and SSE) and eliminate the need to place those routines in lots of other routines. But I’m getting ahead of myself.
  [This one was pretty much dead before I made this survey, the most recent update being in 1999. Still, we owe it much respect as the granddaddy of Unix multimedia playback programs.]

  Xine
  This seems like a promising program. It was originally designed to play MPEGs from DVDs. It can also play MPEG files on a hard drive and utilizes the Xv extensions for hardware YUV playback. It’s also supposed to play AVI files using the same technique as Avifile but I have never, ever gotten it to work. If an AVI file has both video and sound, the binary video decoder can’t decode any frames. If the AVI file has video and no sound, the program gets confused and crashes, as far as I can tell.

  Still, it’s promising, and I’ve been trying to work around these crashes. It doesn’t yet have the type of modularization I’d like to see. Right now, it tailored to suit MPEG playback and AVI playback is an afterthought. Still, it appears to have a generalized interface for dropping in new file demultiplexers.

  I tried to extend the program for supporting source decoders by rewriting w32codec.c from scratch. I’m not having a smooth time of it so far. I’m able to perform some manipulations on the output window. However, I can’t get the program to deal with an RGB image format. It has trouble allocating an RGB surface with XvShmCreateImage(). This isn’t suprising, per my limited knowledge of X which is that Xv applies to YUV images, but it could also apply to RGB images as well. Anyway, the program should be able to fall back on regular RGB pixmaps if that Xv call fails.

  Right now, this program is looking the most promising. It will take some work to extend the underlying infrastructure, but it seems doable since I know C quite well and can understand the flow of this program, as opposed to Avifile and its C++. The C code also compiles about 10 times faster.
  [My home project for many years after a brief flirtation with MPlayer. It is still alive ; its latest release was just a month ago.]

  XMovie
  This library is a Quicktime movie player. I haven’t looked at it too extensively yet, but I do remember looking at it at one point and reading the documentation that said it doesn’t support key frames. Still, I should examine it again since they released a new version recently.
  [Heroine Virtual still puts out some software but XMovie has not been updated since 2005.]

  XMPS
  This program compiles for me, but doesn’t do much else. It can play an MP3 file. I have been able to get MPEG movies to play through it, but it refuses to show the full video frame, constricting it to a small window (obviously a bug).
  [This project is hosted on SourceForge and is listed with a registration date of 2003, well after this survey was made. So the project obviously lived elsewhere in 2001. Meanwhile, it doesn’t look like any files ever made it to SF for hosting.]

  XTheater
  I can’t even get this program to compile. It’s supposed to be an MPEG player based on SMPEG. As such, it probably doesn’t hold much promise for being easily extended into a general media player.
  [Last updated in 2002.]

  GMerlin
  I can’t get this to compile yet. I have a bug report in to the dev group.
  [Updated consistently in the last 9 years. Last update was in February of this year. I can’t find any record of my bug report, though.]

• Lawful basis for processing personal data under GDPR with Matomo

  30 avril 2018, par InnoCraft

  Disclaimer : this blog post has been written by digital analysts, not lawyers. The purpose of this article is to explain what is a lawful basis and which one you can use with Matomo in order to be GDPR compliant. This work comes from our interpretation of the following web page from the UK privacy commission : ICO. It cannot be considered as professional legal advice. So as GDPR, this information is subject to change. GDPR may be also known as DSGVO in German, BDAR in Lithuanian, RGPD in Spanish, French, Italian, Portuguese. This blog post contains public sector information licensed under the Open Government Licence v3.0.

  The golden rule under GDPR is that you need to have a lawful basis in order to process personal data. Note that it is possible to not process personal data with Matomo. When you do not collect any personal data, then you do not need to determine a lawful basis and this article wouldn’t apply to you.

  “If no lawful basis applies to your processing, your processing will be unlawful and in breach of the first principle.“

  Source : ICO, based on article 6 of GDPR.

  As you may process personal data in Matomo, you have to :

  1. define a lawful basis.
  2. document your choice.
  3. inform your visitor about it in a privacy notice.

  Even if you think you don’t process personal data, we recommend reading this post about personal data in Matomo (personal data may be hidden in many ways).

  Note that if you are processing special category data (ethnic origin, politics, religion, trade union membership…) or criminal offence data ; extra responsibilities are applied, and we will not detail them in this blog post.

  1 – Define a lawful basis

  There are 6 different lawful bases all defined within article 6 of the GDPR official text :

  1. Consent : the data subject has given consent to the processing of his or her personal data for one or more specific purposes.
  2. Contract : processing is necessary for the performance of a contract to which the data subject is party or in order to take steps at the request of the data subject prior to entering into a contract.
  3. Legal obligation : processing is necessary for compliance with a legal obligation to which the controller is subject.
  4. Vital interests : processing is necessary in order to protect the vital interests of the data subject or of another natural person.
  5. Public task : processing is necessary for the performance of a task carried out in the public interest or in the exercise of an official authority vested in the controller.
  6. Legitimate interests : processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party ; except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.

  As you can see, most of them are not applicable to Matomo. As ICO is mentioning it within their documentation :

  “In many cases you are likely to have a choice between using legitimate interests or consent.”

  “Consent” or “Legitimate interests” : which lawful basis is the best when using Matomo ?

  Well, there is no right or wrong answer here.

  In order to make this choice, ICO listed on their website different questions you should keep in mind :

  • Who does the processing benefit ?
  • Would individuals expect this processing to take place ?
  • What is your relationship with the individual ?
  • Are you in a position of power over them ?
  • What is the impact of the processing on the individual ?
  • Are they vulnerable ?
  • Are some of the individuals concerns likely to object ?
  • Are you able to stop the processing at any time on request ?

  From our perspective, “Legitimate interests” should be used in most of the cases as :

  • The processing benefits to the owner of the website and not to a third party company.
  • A user expects to have their data kept by the website itself.
  • Matomo provides many features in order to show how personal data is processed and how users can exercise their rights.
  • As the data is not used for profiling, the impact of processing personal data is very low.

  But once more, it really depends ; if you are processing personal data which may represent a risk to the final user, then getting consent is for us the right lawful basis.

  If you are not sure, at the time of writing ICO is providing a tool in order to help you make this decision :

  

  Note that once you choose a lawful basis, it is highly recommended not to switch to another unless you have a good reason.

  What are the rights that a data subject can exercise ?

  According to the lawful basis you choose for processing personal data with Matomo, your users will be able to exercise different rights :

  	Right to be informed	Right of access	Right to erasure	Right to portability	Right to object	Right to withdraw consent
  Legitimate interests	X	X	X		X
  Consent	X	X	X	X		X

   

  • Right to be informed : whatever the lawful basis you choose, you need to inform your visitor about it within your privacy notice.
  • Right of access : as described in article 15 of GDPR. Your visitor has the right to access the personal data you are processing about them. You can exercise their right directly within the page “GDPR Tools” in your Matomo.
  • Right to erasure : it means that a visitor will be able to ask you to erase all their data. You can exercise the right to erasure directly within the page “GDPR Tools” in your Matomo.
  • Right to portability : it means that you need to export the data which concern the individual in a machine-readable format and provide them with their personal data. You can exercise their right directly within the page “GDPR Tools” in your Matomo.
  • Right to object : it means that your visitor has the right to say no to the processing of their personal data. In order to exercise this right, you need to implement the opt-out feature on your website.
  • Right to withdraw consent : it means that your visitor can remove their consent at any time. We developed a feature in order to do just that. You can learn more by opening the page “Privacy > Asking for consent” in your Matomo.

  2 – Document your choice

  Once you choose “Legitimate interests” or “Consent” lawful basis, you will have some obligations to fulfill. From our interpretation, “Legitimate interests” means writing more documentation, “Consent” means a more technical approach.

  What should I do if I am processing personal data with Matomo based on “Legitimate interests ?

  ICO is providing a checklist for “Legitimate interests”, below is our interpretation :

  • Check that legitimate interests is the most appropriate lawful basis.

  Our interpretation : document and justify why you choose this lawful basis in particular. This tool from ICO can help you.

  • Understand your responsibility to protect the individual’s interests.

  Our interpretation : you need to take all the measures in order to protect your users privacy and data security. Please refer to our guide in order to secure your Matomo installation.

  • Conduct a legitimate interests assessment (LIA) and keep a record of it to ensure that you can justify your decision. This document is composed of a set of questions on those 3 key concerns : 1) purpose, 2) necessity, 3) balancing.

  1) Purpose :

  • Why do you want to process the data – what are you trying to achieve ?
  • Who benefits from the processing ? In what way ?
  • Are there any wider public benefits to the processing ?
  • How important are those benefits ?
  • What would the impact be if you couldn’t go ahead ?
  • Would your use of the data be unethical or unlawful in any way ?

  2) Necessity :

  • Does this processing actually help to further that interest ?
  • Is it a reasonable way to go about it ?
  • Is there another less intrusive way to achieve the same result ?

  3) Balancing :

  • What is the nature of your relationship with the individual ?
  • Is any of the data particularly sensitive or private ?
  • Would people expect you to use their data in this way ?
  • Are you happy to explain it to them ?
  • Are some people likely to object or find it intrusive ?
  • What is the possible impact on the individual ?
  • How big an impact might it have on them ?
  • Are you processing children’s data ?
  • Are any of the individuals vulnerable in any other way ?
  • Can you adopt any safeguards to minimise the impact ?
  • Can you offer an opt-out ?

  • Identify the relevant legitimate interests.
  • Check that the processing is necessary and there is no less intrusive way to achieve the same result.
  • Perform a balancing test, and be confident that the individual’s interests do not override those legitimate interests.
  • Use individuals’ data in ways they would reasonably expect, unless you have a very good reason.

  Our interpretation : use those data to improve user experience for example.

  • Do not use people’s data in ways they would find intrusive or which could cause them harm, unless you have a very good reason.

  Our interpretation : ask yourself if this data is representing a risk for the individuals.

  • If you process children’s data, take extra care to make sure you protect their interests.
  • Consider safeguards to reduce the impact where possible.

  Our interpretation : Check if your web hosting provider is providing appropriate safeguards.

  • Consider whether you can offer an opt out.

  Our interpretation : Matomo is providing you the opt-out feature.

  • If your LIA identifies a significant privacy impact, consider whether you also need to conduct a DPIA.

  Our interpretation : A DPIA can easily be conducted by using this software from the French privacy commission.

  • Regularly review your LIA and update it when circumstances change.
  • Include information about your legitimate interests in your privacy information.

  As you see, going for “Legitimate interests” requires a lot of written documentation. Let’s see how “Consent” differ.

  What should I do if I am processing personal data with Matomo based on “Consent” ?

  As previously mentioned, using “Consent” rather than “Legitimate interests” is more technical but less intense in terms of documentation. Like for “Legitimate interests”, ICO is providing a checklist for “Consent” which is divided into 3 key categories : 1) asking for consent, 2) recording consent, and 3) managing consent.

  1. Asking for consent :
     1. Check that consent is the most appropriate lawful basis for processing.
     2. Make the request for consent prominent and separate from your terms and conditions.
     3. Ask people to positively opt in. Don’t use pre-ticked boxes or any other type of default consent.
     4. Use clear, plain language that is easy to understand.
     5. Specify why you want the data and what you are going to do with it.
     6. Give individual (‘granular’) options to consent separately to different purposes and types of processing.
     7. Name your organisation and any third party controllers who will be relying on the consent.
     8. Tell individuals they can withdraw their consent.
     9. Ensure that individuals can refuse to consent without detriment.
     10. Avoid making consent a precondition of a service.
     11. If you offer online services directly to children, only seek consent if you have age-verification measures (and parental-consent measures for younger children) in place.
  2. Recording consent :
     1. Keep a record of when and how you got consent from the individual.
     2. Keep a record of exactly what you told them at the time.
  3. Managing consent :
     1. Regularly review consents to check that the relationship, the processing and the purposes have not changed.
     2. Have processes in place to refresh consent at appropriate intervals, including any parental consent.
     3. Consider using privacy dashboards or other preference-management tools as a matter of good practice.
     4. Make it easy for individuals to withdraw their consent at any time, and publicise how to do so.
     5. Act on withdrawals of consent as soon as you can.
     6. Don’t penalise individuals who wish to withdraw consent.

     3 – Inform your visitor about it in a privacy notice

     Privacy notices are an important part within the GDPR process. Read our blog post dedicated to privacy notices to learn more.

     We really hope you enjoyed reading this blog post. Please have a look at our Matomo GDPR guide for more information.

  The post Lawful basis for processing personal data under GDPR with Matomo appeared first on Analytics Platform - Matomo.

• Conversion Funnel Optimisation : 10 Ways to Convert More

  24 janvier 2024, par Erin

  Converting leads into happy customers is the ultimate goal of any sales and marketing team. But there are many steps in between those two events, or in other words, funnel stages. 

  Your sales funnel includes all the steps you take to make your audience aware of your product or services and convince them to purchase. Conversion funnel optimisation strategies can help you move users through the stages of your sales funnel. 

  This article will show you how to optimise your conversion funnel and boost sales — no matter how your funnel looks. We’ll go over practical tips you can implement and how you can analyse and measure results.

  Let’s get started.

  What is conversion funnel optimisation ? 

  Conversion funnel optimisation is the strategic and ongoing process of refining and improving the different stages of a sales or marketing funnel to increase the rate at which users complete desired actions.

  A sales funnel represents the stages a potential customer goes through before purchasing. 

  The typical stages of a sales funnel include :

  • Awareness : At the top of the funnel, potential customers become aware of your product or service. 
  • Consideration : In this stage, prospects evaluate the product or service against alternatives. They may compare features, prices and customer reviews to make an informed decision.
  • Conversion : The prospect completes the transaction and becomes an actual customer by purchasing.
  • Loyalty : You can turn one-time buyers into repeat customers and brand advocates. 

  It’s called a “funnel” because, similar to the shape of a funnel, the number of potential customers decreases as they progress through the various stages of the sales process — as you can see illustrated below.

  

  Sales funnels can vary across industries and business models, but the general concept remains the same. The goal is to guide potential customers through each funnel stage, addressing their needs and concerns at each step, ultimately leading to a successful conversion. 

  You can create and monitor a custom funnel for your site’s user journey with a web analytics solution like Matomo.

  Try Matomo for Free

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

  Start for free

  No credit card required

  The importance of conversion funnel optimisation 

  At the heart of conversion funnel optimisation is the quest for higher conversion rates. 

  Refining the customer journey can increase the chances of turning visitors into customers who return repeatedly.

  Specifically, here’s how conversion funnel optimisation can benefit your business :

  • Increased conversions : Marketers can increase the likelihood of turning website visitors into customers by making the user journey more user-friendly and persuasive.
  • Higher revenue : Improved conversion rates aren’t just numbers on a chart ; they translate to tangible revenue. 
  • Increased ROI (return on investment) : By optimising the conversion funnel, you can get more value from your marketing and sales efforts. 
  • Improved customer satisfaction : When customers find it easy and enjoyable to interact with a website or service, it positively influences their satisfaction and likelihood of returning.
  • Data-driven decision-making : Businesses can make informed decisions on budgets and resources based on user behaviour and performance metrics by analysing and optimising conversion funnels.

  ​​Ultimately, conversion funnel optimisation efforts align the entire funnel with overarching business goals.

  10 ways to optimise your conversion funnel 

  Here are 10 ways to optimise your conversion funnel.

  1. Identify and segment your target audience

  The key to a successful conversion funnel begins with a deep understanding of your target audience. 

  Identifying and segmenting your audience lets you speak directly to their pain points, desires and motivations.

  One effective way to know your audience better is by creating detailed buyer personas. These are fictional representations of your ideal customers based on thorough market research and real data. Dive into demographics and behavioural patterns to craft personas that resonate with your audience.

  

  Note that consumer preferences are not static. They evolve, influenced by trends, technological advancements and shifts in societal values. Staying attuned to these changes is crucial as part of optimising your conversion funnel.

  Thus, you must regularly update your buyer personas and adjust your marketing strategies accordingly.

  2. Create content for every stage of the funnel

  Each funnel stage represents a different mindset and needs for your potential customers. Tailoring your content ensures you deliver the right message at the right time to the right audience. 

  Here’s how to tailor your content to fit prospective customers at every conversion funnel stage.

  Awareness-stage content

  Prospects here are seeking information. Your content should be educational and focused on addressing their pain points. Create blog posts, infographics and videos introducing them to your industry, product or service.

  This video we created at Matomo is a prime example of awareness-stage content, grabbing attention and educating viewers about Matomo.

  Consideration-stage content

  Prospects are evaluating their options. Provide content highlighting your product’s unique selling points, such as case studies, product demonstrations and customer testimonials.

  Here’s how we use a versus landing page at Matomo to persuade prospects at this funnel stage.

  

  Conversion-stage content

  This is the final push. Ensure a smooth transition to conversion with content like promotional offers, limited-time discounts and clear calls to action (CTA).

  Loyalty-stage content

  In this stage, you might express gratitude for the purchase through personalised thank-you emails. Follow up with additional resources, tips or exclusive offers to reinforce a positive post-purchase experience. This also positions your brand as a helpful resource beyond the initial sale.

  Reward customer loyalty with exclusive offers, discounts or membership in a loyalty program.

  3. Capture leads

  Lead magnets are incentives offered to potential customers in exchange for their contact information, typically their email addresses. 

  Examples of lead magnets include :

  • Ebooks and whitepapers : In-depth resources that delve into specific topics of interest to your target audience.
  • Webinars and workshops : Live or recorded sessions that offer valuable insights, training or demonstrations.
  • Free trials and demos : Opportunities for potential customers to experience your product or service firsthand.
  • Checklists and templates : Practical tools that help your audience solve specific challenges.
  • Exclusive offers and discounts : Special promotions are available to those who subscribe or provide their contact information.

  For instance, here’s how HubSpot uses templates as lead magnets.

  

  Similarly, you can incorporate your lead magnets into relevant articles or social media posts, email campaigns and other marketing channels.

  4. Optimise your landing pages

  Understanding how visitors interact with your landing pages is a game-changer. So, the first step in optimising your landing pages is to analyse them.

  Enter Matomo’s heatmaps — the secret weapon in landing page optimisation. They visually represent how users interact with your pages, revealing where they linger, what catches their attention and where they may encounter friction. 

  

  Here are a few landing page elements you should pay attention to :

  • Strategic visual elements : Integrate high-quality images, videos and graphics that support your message and guide visitors through the content.
  • Compelling copy : Develop concise and persuasive copy that emphasises the benefits of your offering, addressing user pain points.
  • Effective CTA : Ensure your CTA is prominently displayed, using compelling language and colours that stand out.
  • Mobile responsiveness : Optimise your landing pages for various devices, especially considering the prevalence of mobile users.
  • Minimal form fields : Reduce friction by keeping form fields to a minimum, requesting only essential information.
  • ​​Leverage social proof : Integrate testimonials, reviews and trust badges to build trust and credibility.
  • A/B testing : Experiment with variations in design, copy and CTAs through A/B testing, allowing data to guide your decisions.

  Try Matomo for Free

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

  Start for free

  No credit card required

  5. ​​Use compelling Calls to Action (CTAs)

  Crafting compelling CTAs is an art that involves a careful balance of persuasion, clarity and relevance.

  Here are a few tips you can implement to write CTAs that support your goals :

  • Use language that compels action. Instead of generic phrases like “Click Here,” opt for more persuasive alternatives such as “Unlock Exclusive Access” or “Start Your Free Trial.”
  • Make sure your CTAs are clear and straightforward. Visitors should instantly understand what action you want them to take. 
  • Tailor CTAs to the specific content on the page. Whether it’s a blog post, landing page or email, the CTA should seamlessly connect with the surrounding context.
  • Position your CTAs strategically. They should be prominently displayed and easily noticeable, guiding visitors without intruding.
  • Create a sense of urgency. Encourage immediate action by incorporating language that instils a sense of urgency. Phrases like “Limited Time Offer” or “Act Now” can prompt quicker responses.

  6. Have an active social presence

  Social media platforms are bustling hubs of activity where your target audience spends a significant portion of their online time. Cultivating a social media presence allows you to meet your audience where they are, fostering a direct line of communication.

  Moreover, the integration of shopping features directly into social media platforms transforms them into seamless shopping experiences. Nearly half of Instagram users shop weekly through the platform. 

  Also, the US social commerce sales continue to grow each year and are expected to reach $79.64 billion by 2025.

  

  7. Build a brand community

  Four in five customers consider communities important to how engaged they are with a brand.

  A strong community fosters a sense of belonging and loyalty among members. When customers feel connected to your brand and each other, they are more likely to remain loyal over the long term. 

  Also, satisfied community members often share their positive experiences with others, expanding your brand’s reach without additional marketing efforts.

  For example, Nike’s community for runners is a digital space where individuals share their running journeys, accomplishments and challenges. 

  

  By strategically building and nurturing a community, you not only enhance retention and spur referrals but also create a space where your brand becomes an integral part of your customers’ lives. 

  8. Conduct A/B tests

  A/B testing systematically compares two versions of a webpage, email or other content to determine which performs better.

  Examples of elements to A/B test :

  • CTAs : The language, colour, size and placement of CTAs can significantly impact user engagement. A/B testing allows you to discover which variations prompt the desired actions.
  • Headlines : Crafting compelling headlines is an art. Test different versions to identify which headlines resonate best with your audience, whether they are more drawn to clarity, humour, urgency or curiosity.
  • Images : Test different images to understand your audience’s visual preferences. This could include product images, lifestyle shots or graphics.

  

  With Matomo’s A/B testing feature, you can test various elements to see which is successful in converting visitors or moving them to the next stage of the conversion funnel.

  9. Leverage social proof

  In an era where consumers are inundated with choices, the opinions, reviews and endorsements of others serve as beacons, guiding potential customers through the decision-making process. 

  Simply put — when people see that others have had positive experiences with your brand, it instils trust and confidence.

  

  You can proactively gather social proof and display it prominently across your marketing channels. Here are some examples of social proof you can leverage :

  • Customer reviews : Positive reviews and testimonials from satisfied customers serve as authentic endorsements of your products or services. 
  • Case studies : In-depth case studies that showcase successful collaborations or solutions provided to clients offer a detailed narrative of your brand’s capabilities. These are particularly effective in B2B scenarios or for complex products and services.
  • User-generated content : Encourage customers to share their experiences. This could include photos, videos or posts on social media platforms, providing a dynamic and genuine portrayal of your brand.
  • Influencer endorsements : Collaborating with influencers in your industry or niche can amplify your social proof. When influencers vouch for your products or services, their followers are more likely to take notice.

  10. Measure and analyse performance

  This is a continuous loop of refinement, where you should use analysis and data-driven insights to guide your conversion funnel optimisation efforts.

  Here’s a systematic approach you can take :

  1. Identify the path users take on your site using a feature like Users Flow.
  2. Map the customer journey using a Funnels feature like the one in Matomo. 
  3. Identify the metrics that align with your conversion goals at each stage of the funnel, such as website traffic, conversion rates, click-through rates and customer acquisition costs.
  4. Assess conversion rates at different stages of the funnel. Identify areas with significant drop-offs and investigate factors that might contribute to the decline.
  5. Use heatmaps and session recordings to see first-hand how users interact with your site.
  6. Create an experiment to test and improve a specific area within your funnel using insights from the heatmaps and session recordings.
  7. A/B test, analyse the results to understand which variations performed better. Use this data to refine elements within your funnel.

  See how Concrete CMS 3x their leads with conversion optimisation.

  Conclusion 

  The customer journey is not linear. However, it involves a few specific stages your audience will go through — from first learning about your product or services to considering whether to try it. The goal is to turn them into happy and loyal customers.

  In this article, we went over strategies and practical tips you can use to guide customers through the conversion funnel. From segmenting your audience to capturing leads, optimising landing pages and running A/B tests, there are steps you can take to ensure your audience will move to the next stage.

  And of course, you have to continuously measure and analyse your performance. That’s how you know whether you’re heading in the right direction and, if not, where to correct your course. 

  For that, you need a robust web analytics solution with conversion optimisation features. Try Matomo free for 21 days and start optimising your conversion funnel—no credit card required. 

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