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Collections - Formulaire de création rapide
19 février 2013, par
Mis à jour : Février 2013
Langue : français
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Error transcoding with FFmpeg : Error : Output format hls is not available
6 mai 2024, par asif mohmdI am using FFmpeg library to transcode a video file into multiple resolutions and create an HLS (HTTP Live Streaming) master playlist.


It takes a video file as input but its does give me the output with HLS playlist.I got a error called "Output format hls is not available". Only the Output directory is creating


I am using FFMpeg 7.0 full build version and also tried older versions and ffmpeg essentials and also tried chocolatey.


if i remove the implementation of HLS from this code.it will create 4 different resolution videos in my output.


Note:I just tried this same code on my friend MAC Book by only changing the setffmpegPath : "ffmpeg.setFfmpegPath("C :\ffmpeg\bin\ffmpeg.exe") ;" to his ffmpeg directory.
Its working perfectly in his mac book


import "dotenv/config";
import * as fs from "fs";
import * as path from "path";
import ffmpeg from "fluent-ffmpeg";
import crypto from "crypto";

ffmpeg.setFfmpegPath("C:\\ffmpeg\\bin\\ffmpeg.exe");

export const FFmpegTranscoder = async (file: any): Promise<any> => {
 try {
 console.log("Starting script");
 console.time("req_time");

 const randomName = (bytes = 32) =>
 crypto.randomBytes(bytes).toString("hex");
 const fileName = randomName();
 const directoryPath = path.join(__dirname, "..", "..", "input");
 const filePath = path.join(directoryPath, `${fileName}.mp4`);

 if (!fs.existsSync(directoryPath)) {
 fs.mkdirSync(directoryPath, { recursive: true });
 }

 const paths = await new Promise<any>((resolve, reject) => {
 fs.writeFile(filePath, file, async (err) => {
 if (err) {
 console.error("Error saving file:", err);
 throw err;
 }
 console.log("File saved successfully:", filePath);

 try {
 const outputDirectoryPath = await transcodeWithFFmpeg(
 fileName,
 filePath
 );
 resolve({ directoryPath, filePath, fileName, outputDirectoryPath });
 } catch (error) {
 console.error("Error transcoding with FFmpeg:", error);
 }
 });
 });
 return paths;
 } catch (e: any) {
 console.log(e);
 }
};

const transcodeWithFFmpeg = async (fileName: string, filePath: string) => {
 const directoryPath = path.join(
 __dirname,
 "..",
 "..",
 `output/hls/${fileName}`
 );

 if (!fs.existsSync(directoryPath)) {
 fs.mkdirSync(directoryPath, { recursive: true });
 }

 const resolutions = [
 {
 resolution: "256x144",
 videoBitrate: "200k",
 audioBitrate: "64k",
 },
 {
 resolution: "640x360",
 videoBitrate: "800k",
 audioBitrate: "128k",
 },
 {
 resolution: "1280x720",
 videoBitrate: "2500k",
 audioBitrate: "192k",
 },
 {
 resolution: "1920x1080",
 videoBitrate: "5000k",
 audioBitrate: "256k",
 },
 ];

 const variantPlaylists: { resolution: string; outputFileName: string }[] = [];

 for (const { resolution, videoBitrate, audioBitrate } of resolutions) {
 console.log(`HLS conversion starting for ${resolution}`);
 const outputFileName = `${fileName}_${resolution}.m3u8`;
 const segmentFileName = `${fileName}_${resolution}_%03d.ts`;

 await new Promise<void>((resolve, reject) => {
 ffmpeg(filePath)
 .outputOptions([
 `-c:v h264`,
 `-b:v ${videoBitrate}`,
 `-c:a aac`,
 `-b:a ${audioBitrate}`,
 `-vf scale=${resolution}`,
 `-f hls`,
 `-hls_time 10`,
 `-hls_list_size 0`,
 `-hls_segment_filename ${directoryPath}/${segmentFileName}`,
 ])
 .output(`${directoryPath}/${outputFileName}`)
 .on("end", () => resolve())
 .on("error", (err) => reject(err))
 .run();
 });
 const variantPlaylist = {
 resolution,
 outputFileName,
 };
 variantPlaylists.push(variantPlaylist);
 console.log(`HLS conversion done for ${resolution}`);
 }
 console.log(`HLS master m3u8 playlist generating`);

 let masterPlaylist = variantPlaylists
 .map((variantPlaylist) => {
 const { resolution, outputFileName } = variantPlaylist;
 const bandwidth =
 resolution === "256x144"
 ? 264000
 : resolution === "640x360"
 ? 1024000
 : resolution === "1280x720"
 ? 3072000
 : 5500000;
 ``;
 return `#EXT-X-STREAM-INF:BANDWIDTH=${bandwidth},RESOLUTION=${resolution}\n${outputFileName}`;
 })
 .join("\n");
 masterPlaylist = `#EXTM3U\n` + masterPlaylist;

 const masterPlaylistFileName = `${fileName}_master.m3u8`;

 const masterPlaylistPath = `${directoryPath}/${masterPlaylistFileName}`;
 fs.writeFileSync(masterPlaylistPath, masterPlaylist);
 console.log(`HLS master m3u8 playlist generated`);
 return directoryPath;
};
</void></any></any>

My console.log is :


Starting script
 HLS conversion starting for 256x144
 Error transcoding with FFmpeg: Error: Output format hls is not available
 at C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\fluent-ffmpeg\lib\capabilities.js:589:21
 at nextTask (C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\async\dist\async.js:5791:13)
 at next (C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\async\dist\async.js:5799:13)
 at C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\async\dist\async.js:329:20
 at C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\fluent-ffmpeg\lib\capabilities.js:549:7
 at handleExit (C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\fluent-ffmpeg\lib\processor.js:170:11)
 at ChildProcess.<anonymous> (C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\fluent-ffmpeg\lib\processor.js:184:11)
 at ChildProcess.emit (node:events:518:28)
 at ChildProcess.emit (node:domain:488:12)
 at Process.ChildProcess._handle.onexit (node:internal/child_process:294:12) 
</anonymous>

I am using Windows 11 and FFMpeg version 7.0. I repeatedly checked, using CMD commands, that my FFMpeg was installed correctly and confirmed the environment variables path, experimented with various FFMpeg versions, and tried with FFMpeg full build Chocolatey package.


In Command Line its working perfectly :


PS C:\Users\asifa\Desktop\test fmmpeg> ffmpeg -hide_banner -y -i .\SampleVideo_1280x720_30mb.mp4 -vf scale=w=640:h=360:force_original_aspect_ratio=decrease -c:a aac -b:v 800k -c:v h264 -b:a 128k -f hls -hls_time 14 -hls_list_size 0 -hls_segment_filename beach/480p_%03d.ts beach/480p.m3u8
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '.\SampleVideo_1280x720_30mb.mp4':
 Metadata:
 major_brand : isom
 minor_version : 512
 compatible_brands: isomiso2avc1mp41
 creation_time : 1970-01-01T00:00:00.000000Z
 encoder : Lavf53.24.2
 Duration: 00:02:50.86, start: 0.000000, bitrate: 1474 kb/s
 Stream #0:0[0x1](und): Video: h264 (Main) (avc1 / 0x31637661), yuv420p(progressive), 1280x720 [SAR 1:1 DAR 16:9], 1086 kb/s, 25 fps, 25 tbr, 12800 tbn (default)
 Metadata:
 creation_time : 1970-01-01T00:00:00.000000Z
 handler_name : VideoHandler
 vendor_id : [0][0][0][0]
 Stream #0:1[0x2](und): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, 5.1, fltp, 383 kb/s (default)
 Metadata:
 creation_time : 1970-01-01T00:00:00.000000Z
 handler_name : SoundHandler
 vendor_id : [0][0][0][0]
Stream mapping:
 Stream #0:0 -> #0:0 (h264 (native) -> h264 (libx264))
 Stream #0:1 -> #0:1 (aac (native) -> aac (native))
Press [q] to stop, [?] for help
[libx264 @ 000001ef1288ec00] using SAR=1/1
[libx264 @ 000001ef1288ec00] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2 AVX FMA3 BMI2 AVX2
[libx264 @ 000001ef1288ec00] profile High, level 3.0, 4:2:0, 8-bit
[libx264 @ 000001ef1288ec00] 264 - core 164 r3190 7ed753b - H.264/MPEG-4 AVC codec - Copyleft 2003-2024 - 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=11 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=25 scenecut=40 intra_refresh=0 rc_lookahead=40 rc=abr mbtree=1 bitrate=800 ratetol=1.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=1:1.00
Output #0, hls, to 'beach/480p.m3u8':
 Metadata:
 major_brand : isom
 minor_version : 512
 compatible_brands: isomiso2avc1mp41
 encoder : Lavf61.1.100
 Stream #0:0(und): Video: h264, yuv420p(progressive), 640x360 [SAR 1:1 DAR 16:9], q=2-31, 800 kb/s, 25 fps, 90k tbn (default)
 Metadata:
 creation_time : 1970-01-01T00:00:00.000000Z
 handler_name : VideoHandler
 vendor_id : [0][0][0][0]
 encoder : Lavc61.3.100 libx264
 Side data:
 cpb: bitrate max/min/avg: 0/0/800000 buffer size: 0 vbv_delay: N/A
 Stream #0:1(und): Audio: aac (LC), 48000 Hz, 5.1, fltp, 128 kb/s (default)
 Metadata:
 creation_time : 1970-01-01T00:00:00.000000Z
 handler_name : SoundHandler
 vendor_id : [0][0][0][0]
 encoder : Lavc61.3.100 aac
[hls @ 000001ef12482040] Opening 'beach/480p_000.ts' for writing speed=15.5x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_001.ts' for writing speed=17.9x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_002.ts' for writing speed=17.3x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_003.ts' for writing speed=19.4x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_004.ts' for writing speed=19.3x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_005.ts' for writing speed=19.2x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_006.ts' for writing
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_007.ts' for writing speed=19.4x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_008.ts' for writing speed=19.5x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_009.ts' for writing speed=19.5x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_010.ts' for writing speed=19.4x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_011.ts' for writing/A =19.4x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[out#0/hls @ 000001ef11d4e880] video:17094KiB audio:2680KiB subtitle:0KiB other streams:0KiB global headers:0KiB muxing overhead: unknown
frame= 4271 fps=485 q=-1.0 Lsize=N/A time=00:02:50.76 bitrate=N/A speed=19.4x
[libx264 @ 000001ef1288ec00] frame I:45 Avg QP:10.29 size: 60418
[libx264 @ 000001ef1288ec00] frame P:1914 Avg QP:14.53 size: 5582
[libx264 @ 000001ef1288ec00] frame B:2312 Avg QP:20.63 size: 1774
[libx264 @ 000001ef1288ec00] consecutive B-frames: 22.9% 11.9% 8.6% 56.6%
[libx264 @ 000001ef1288ec00] mb I I16..4: 15.6% 32.1% 52.2%
[libx264 @ 000001ef1288ec00] mb P I16..4: 0.3% 3.4% 1.2% P16..4: 20.3% 10.0% 13.1% 0.0% 0.0% skip:51.8%
[libx264 @ 000001ef1288ec00] mb B I16..4: 0.1% 0.9% 0.4% B16..8: 17.2% 5.6% 2.8% direct: 2.0% skip:71.0% L0:41.5% L1:44.1% BI:14.4%
[libx264 @ 000001ef1288ec00] final ratefactor: 16.13
[libx264 @ 000001ef1288ec00] 8x8 transform intra:58.4% inter:51.7%
[libx264 @ 000001ef1288ec00] coded y,uvDC,uvAC intra: 86.7% 94.3% 78.8% inter: 12.6% 15.0% 4.5%
[libx264 @ 000001ef1288ec00] i16 v,h,dc,p: 17% 42% 14% 28%
[libx264 @ 000001ef1288ec00] i8 v,h,dc,ddl,ddr,vr,hd,vl,hu: 23% 19% 11% 6% 7% 8% 8% 9% 9%
[libx264 @ 000001ef1288ec00] i4 v,h,dc,ddl,ddr,vr,hd,vl,hu: 23% 18% 12% 6% 9% 9% 8% 8% 7%
[libx264 @ 000001ef1288ec00] i8c dc,h,v,p: 44% 24% 20% 12%
[libx264 @ 000001ef1288ec00] Weighted P-Frames: Y:0.0% UV:0.0%
[libx264 @ 000001ef1288ec00] ref P L0: 78.3% 9.7% 8.8% 3.2%
[libx264 @ 000001ef1288ec00] ref B L0: 92.5% 6.0% 1.5%
[libx264 @ 000001ef1288ec00] ref B L1: 97.1% 2.9%
[libx264 @ 000001ef1288ec00] kb/s:819.63
[aac @ 000001ef128f7c80] Qavg: 452.137


When I use the
.on('start', (cmdline) => console.log(cmdline))}code with the-f hlscommand, the error "Output format hls is not available" appears, as previously mentioned. But my Console.log looks like this if I run my code without using-f hlscommand :

Without -f hls command


await new Promise<void>((resolve, reject) => {
 ffmpeg(filePath)
 .outputOptions([
 `-c:v h264`,
 `-b:v ${videoBitrate}`,
 `-c:a aac`,
 `-b:a ${audioBitrate}`,
 `-vf scale=${resolution}`,
 
 `-hls_time 10`,
 `-hls_list_size 0`,
 `-hls_segment_filename ${directoryPath}/${segmentFileName}`,
 ])
 .output(`${directoryPath}/${outputFileName}`)
 .on('start', (cmdline) => console.log(cmdline)) 
 .on("end", () => resolve())
 .on("error", (err) => reject(err))
 .run();
});
</void>

Console.log is :


`Starting script
File saved successfully: C:\Users\asifa\Desktop\Genius Grid\Transcode-service\input\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1.mp4
HLS conversion starting for 256x144
ffmpeg -i C:\Users\asifa\Desktop\Genius Grid\Transcode-service\input\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1.mp4 -y -c:v h264 -b:v 200k -c:a aac -b:a 64k -vf scale=256x144 -hls_time 10 -hls_list_size 0 -hls_segment_filename C:\Users\asifa\Desktop\Genius Grid\Transcode-service\output\hls\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1/c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1_256x144_%03d.ts C:\Users\asifa\Desktop\Genius Grid\Transcode-service\output\hls\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1/c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1_256x144.m3u8
Error transcoding with FFmpeg: Error: ffmpeg exited with code 2880417800: Unrecognized option 'hls_segment_filename C:\Users\asifa\Desktop\Genius Grid\Transcode-service\output\hls\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1/c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1_256x144_%03d.ts'.
Error splitting the argument list: Option not found`


-
CRO Program : Best Practices and KPIs to Track [2024]
8 mai 2024, par ErinDriving traffic to your website is only one part of the equation ; the second part is getting those visitors to convert by completing a desired action — creating an account, signing up for a newsletter or completing a purchase.
But if you fail to optimise your website for conversions, you’ll have a hard time guiding visitors further down the funnel and turning them into customers.
That’s where a CRO program (or conversion rate optimisation) can help.
This article will cover conversion rate optimisation best practices and outline key metrics and KPIs to start tracking to see an improvement in your conversion rates.
What is a CRO program ?
In the simplest terms, a CRO program — also called a CRO plan — is a digital marketing strategy. It focuses on implementing different tactics that can lead to an increase in conversion rate and maximising revenue.
One thing to remember is that the definition of “conversion” varies from business to business. The most obvious type of conversion would be a financial transaction or a completed form — but it comes down to what you consider a valuable action.
Many different actions can count as conversions, depending on your marketing goals.
Besides making a purchase, other common examples of key conversion moments include creating a new account, signing up for a free trial, booking a demo and subscribing to an email newsletter.
Another thing worth noting is that while the average conversion rate on e-commerce websites is 3.76%, it might fluctuate across different industries and device types. Case in point — desktop devices have higher conversion rates than mobile devices, clocking in at 4.79% and 3.32%, respectively.
So, in addition to defining your key conversion moments, you should also go over conversion insights relevant to your specific industry.
The importance of conversion rate optimisation
You’d be right to assume that the ultimate goal of a conversion rate optimisation process is to drive revenue through higher conversion rates — but don’t focus solely on the numbers. The core principle of a CRO program is improving the customer experience. Once you’ve achieved that, the increase in conversion rate will follow.
According to a recent report, global conversion rate optimisation (CRO) software sales are expected to reach $3.7 billion by 2032 — up from $1.1 billion in 2021.
This growth indicates the increasing interest in strategies and tools that can help optimise the conversion funnel. Businesses are looking for ways to keep potential customers engaged and improve the average conversion rate — without necessarily increasing their spending.
Here are a few reasons why a CRO program deserves a spot in your broader digital marketing strategies :
- It can lower your cost per acquisition (CPA) : A CRO program is about optimising your conversion funnel by leveraging existing assets and website traffic rather than increasing your spending — which lowers the costs of acquiring new customers and, in turn, drives ROI.
- It can maximise customer lifetime value (CLV) : If you can turn one-time buyers into repeat customers, you’ll be one step closer to building a loyal user base and increasing your CLV.
- It can lead to increased sales and boost your revenue : Higher conversion rates typically mean higher revenue ; that’s arguably the most obvious benefit of implementing a CRO program.
- It improves the overall user experience : The goal is to make your site more accessible, easier to navigate and more engaging. Delivering the experience people want — and expect — when navigating your website is one of the core principles of a CRO program.
- It helps you to get to know your customers better : You can’t meet your customers’ needs without taking the time to know them, create user personas and understand their preferences, pain points and conversion barriers they may be facing.
Conversion optimisation gives you a competitive edge in revenue and brand reputation.
5 CRO best practices
Here are five conversion rate optimisation strategies and best practices that can make a real difference in the customer experience — and drive potential conversions.
Create a CRO roadmap in advance
First and foremost, you’ll need a well-defined “game plan” that aligns with and reflects your conversion goals.
A CRO roadmap is a detailed manual that outlines how to implement different elements of your CRO-related efforts. Marketing teams can refer to this step-by-step framework for test planning, prioritisation and resource allocation while optimising their marketing strategy.
While conversion rate optimisation can be a complex process — especially when you don’t know what to tackle first — we’ve found that there are three things you need to consider when setting the foundations of a successful CRO program :
- The “why” behind your website traffic : You’re likely using different online marketing strategies — from SEO to pay-per-click (PPC). So, it’s best to start by gathering channel-specific conversion insights through marketing attribution. Then identify which of these efforts have the biggest impact on your target audience.
- The so-called “conversion blockers” that tell you where and why visitors tend to leave without completing a desired action : Funnel analysis might reveal problematic pages — drop-off points where you tend to lose most of your visitors.
- Your “hooks” : User feedback can be of great help here ; you can learn a lot by simply asking your customers to fill out a quick online survey and tell you what motivated them to take action.
Before working on that “game plan,” perform a pre-test analysis.
Matomo combines web analytics and user behaviour analytics with features like Heatmaps, Session Recordings, Form Analytics, Funnel Analytics, A/B Testing and User Flow. It can give you those initial benchmarks for measuring progress and a potential increase in conversion rate.
Validate your ideas with A/B and multivariate testing
Conversion rate optimisation is an iterative process. So, it shouldn’t come as a surprise that A/B testing variants of page layouts, CTAs, headlines, copy and other elements is a big part of it.
Multivariate and A/B testing allows you to test a wide range of elements across your site and identify what works — and, more importantly, what doesn’t — in terms of driving conversions.
On that note, Matomo’s A/B Testing feature can support your conversion rate optimisation process by identifying variants that perform better based on statistical significance.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Get to know your website visitors
Driving conversions comes down to understanding potential customer’s pain points and needs — and delivering an experience that positions you as the solution and gets them to take action.
Here are a few things that can help you understand your website visitors better :
- Collecting customer feedback through surveys and using it to identify main areas for improvement
- Creating detailed customer personas and optimising your website design and messaging based on your target audience’s pain points, needs and wants
- Using heatmaps — colour-coded data visualisation tools that illustrate user interactions — and scroll maps to get a comprehensive overview of online sessions and identify the most engaging elements and those that stand out as potential conversion barriers
Matomo’s Heatmaps can help you identify the most-clicked elements on the page and show how far users scroll — providing powerful user insights you can use to optimise these pages.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Remove friction points
As we previously discussed, identifying friction points and barriers to conversion — issues that prevent visitors from converting — is one of the crucial aspects of developing a CRO plan.
Many different “conversion blockers” are worth looking into, including :
- Lengthy or otherwise complex checkout processes
- No guest checkout feature
- Device type, browser and OS compatibility issues
- Slow site speed and other technical issues
- Lack of free shipping and limited payment methods
- Absence of social proof (customer reviews and testimonials) and trust badges
Once you’ve identified what’s slowing down or completely discouraging users from reaching key conversion moments, take the time to address it.
Switch to text-based CTAs
Calls-to-action (CTAs) play a crucial role in guiding customers from interest to action. However, sometimes they fail to do their job — encouraging website visitors to proceed to the next step — effectively.
The most obvious reason is that your CTAs aren’t visually engaging or clear enough. In that case, you can try using action-oriented language and stronger visual elements and aligning the CTA copy with the context of the page.
But more often than not, the issue comes down to a phenomenon called “banner blindness” — the tendency of website visitors to ignore (either intentionally or unintentionally) elements on a page that resemble banner ads.
And if that’s what’s preventing visitors from converting, consider switching to text-based CTAs.
Conversion rate optimisation metrics and KPIs
At this point, you should know the outcomes you hope to achieve. Your next step should be to figure out how you’re going to measure and analyse results — and identify the changes that made the most impact on your conversion funnel.
After all, your CRO action plan should be based on data — assumptions and “gut feelings” will rarely lead to a notable increase in conversion rates.
That brings us to key performance indicators (KPIs) :
Tracking CRO metrics and website KPIs can help you understand the customer’s journey and path to purchase, identify opportunities for improving the user experience (UX) and determine how to optimise conversions.
That said, you shouldn’t try to track every metric in the book ; think about your ultimate goal and identify the metrics and KPIs most relevant to your business.
We’ll assume that you’re already tracking macro- and micro-conversions. However, we’ve outlined a few additional key conversion rate optimisation metrics you should keep an eye on to make sure that your CRO program is performing as intended :
- Cost-per-conversion : By measuring how much you spend on each successful conversion — again, completed forms, sign-ups and sales all count as key conversion moments — you’ll be in a better position to assess the cost-effectiveness of your online marketing strategies.
- Starter rate : This metric tells you the number of people who start filling out the form, after seeing it. This metric is particularly important for companies that rely on getting leads from forms.
- Average order value (AOV) : This metric is important for e-commerce sites to understand the value of their transactions. AOV calculates the average monetary value of each order.
That’s not all ; you can also use a web analytics tool like Matomo to gain granular insights into visitors :
- Unique, new and returning visitors : Tracking the number of new and returning visitors your website gets within a given timeframe will help you understand your user base and determine if your content resonates with them. While you want a constant stream of new traffic, don’t overlook the importance of returning visitors ; they’re the foundation of a loyal customer base.
- User flows : By analysing the user flows, you’ll have a visual representation of how visitors use your website, which will help you understand their journey and the specific path they take.
- Bounce rate : This metric tells you how many users viewed a single page on your site and ended up leaving before they took any kind of action. As such, it’s a clear indicator of how good your content, CTAs and website layout are at keeping users engaged.
- Exit rate : Another key metric to track is the exit rate — the percentage of users who drop off at a specific page. High-exit pages usually lack important information and CTAs, cause frustration or otherwise fail to meet users’ expectations. Keep in mind that there’s a difference between bounce rate and exit rate — the latter involves users who viewed at least one other page.
There are many other user engagement metrics you should keep an eye on in addition to the ones mentioned above — including time on-page, actions per visit, scroll depth and traffic source. You’ll find all this information — and more — in Matomo’s Page Analytics Report.
Conclusion
Implementing a CRO program can be a time-consuming and iterative process. However, it’s vital for guiding your marketing efforts and making data-driven decisions that’ll ultimately help you drive growth and reach your business goals.
It’s best to start by identifying where your website visitors come from and what contributes to — or prevents them from — taking further action. But that’s easier said than done. You’ll need to leverage web analytics tools like Matomo to gather powerful user insights and monitor your website’s performance.
As an all-in-one, privacy-friendly web analytics solution, Matomo combines traditional web analytics and advanced behavioural analytics — delivering a consistent experience based on 100% accurate, unsampled data.
Join the 1 million websites that have chosen Matomo as their web analytics platform. Start your 21-day free trial today — and see how Matomo can help you improve your website’s conversion rates. No credit card required.
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Data Privacy Issues to Be Aware of and How to Overcome Them
9 mai 2024, par ErinThese findings send a clear message : if companies want to build consumer trust, they must honour users’ data privacy concerns. The best way to do this is by adopting transparent, ethical data collection practices — which also supports the simultaneous goal of maintaining compliance with regional data privacy acts.
So what exactly is data privacy ?
Data privacy refers to the protections that govern how personal data is collected and used, especially with respect to an individual’s control over when, where and what information they share with others.
Data privacy also refers to the extent to which organisations and governments go to protect the personal data that they collect. Different parts of the world have different data privacy acts. These regulations outline the measures organisations must take to safeguard the data they collect from their consumers and residents. They also outline the rights of data subjects, such as the right to opt out of a data collection strategy and correct false data.
As more organisations rely on personal data to provide services, people have become increasingly concerned about data privacy, particularly the level of control they have over their data and what organisations and governments do with their data.
Why should organisations take data privacy issues seriously ?
Organisations should take data privacy seriously because consumer trust depends on it and because they have a legal obligation to do so. Doing so also helps organisations prevent threat actors from illegally accessing consumer data. Strong data privacy helps you :
Comply with data protection acts
Organisations that fail to comply with regional data protection acts could face severe penalties. For example, consider the General Data Protection Regulation (GDPR), which is the primary data protection action for the European Union. The penalty system for GDPR fines consists of two tiers :
- Less severe infringements — Which can lead to fines of up to €10 million (or 2% of an organisation’s worldwide annual revenue from the last financial year) per infringement.
- More severe infringements — This can lead to fines of up to €20 million (or 4% of an organisation’s worldwide annual revenue from the last financial year) per infringement.
The monetary value of these penalties is significant, so it is in the best interest of all organisations to be GDPR compliant. Other data protection acts have similar penalty systems to the GDPR. In Brazil, organisations non-compliant with the Lei Geral de Proteção de Dados Pessoais (LGPD) could be fined up to 50 million reals (USD 10 million) or 2% of their worldwide annual revenue from the last financial year.
Improve brand reputation
Research shows that 81% of consumers feel that how an organisation treats their data reflects how they treat them as a consumer. This means a strong correlation exists between how people perceive an organisation’s data collection practices and their other business activities.
Data breaches can have a significant impact on an organisation, especially their reputation and level of consumer trust. In 2022, hackers stole customer data from the Australian private health insurance company, Medibank, and released the data onto the dark web. Optus was also affected by a cyberattack, which compromised the information of current and former customers. Following these events, a study by Nature revealed that 83 percent of Australians were concerned about the security of their data, particularly in the hands of their service providers.
Protect consumer data
Protecting consumer data is essential to preventing data breaches. Unfortunately, cybersecurity attacks are becoming increasingly sophisticated. In 2023 alone, organisations like T-Mobile and Sony have been compromised and their data stolen.
One way to protect consumer data is to retain 100% data ownership. This means that no external parties can see your data. You can achieve this with the web analytics platform, Matomo. With Matomo, you can store your own data on-premises (your own servers) or in the Cloud. Under both arrangements, you retain full ownership of your data.
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Get the web insights you need, while respecting user privacy.
What are the most pressing data privacy issues that organisations are facing today ?
Today’s most pressing data privacy challenges organisations face are complying with new data protection acts, maintaining consumer trust, and choosing the right web analytics platform. Here is a detailed breakdown of what these challenges mean for businesses.
Complying with new and emerging data protection laws
Ever since the European Union introduced the GDPR in 2018, other regions have enacted similar data protection acts. In the United States, California (CCPA), Virginia (VCDPA) and Colorado have their own state-level data protection acts. Meanwhile, Brazil and China have the General Data Protection Law (LGPD) and the Personal Information Protection Law (PIPL), respectively.
For global organisations, complying with multiple data protection acts can be tough, as each act interprets the GDPR model differently. They each have their own provisions, terminology (or different interpretations of the same terminology), and penalties.
A web analytics platform like Matomo can help your organisation comply with the GDPR and similar data protection acts. It has a range of privacy-friendly features including data anonymisation, IP anonymisation, and first-party cookies by default. You can also create and publish custom opt-out forms and let visitors view your collected data.
Today’s most pressing data privacy challenges organisations face are complying with new data protection acts, maintaining consumer trust, and choosing the right web analytics platform. Here is a detailed breakdown of what these challenges mean for businesses.
Complying with new and emerging data protection laws
Ever since the European Union introduced the GDPR in 2018, other regions have enacted similar data protection acts. In the United States, California (CCPA), Virginia (VCDPA) and Colorado have their own state-level data protection acts. Meanwhile, Brazil and China have the General Data Protection Law (LGPD) and the Personal Information Protection Law (PIPL), respectively.
For global organisations, complying with multiple data protection acts can be tough, as each act interprets the GDPR model differently. They each have their own provisions, terminology (or different interpretations of the same terminology), and penalties.
A web analytics platform like Matomo can help your organisation comply with the GDPR and similar data protection acts. It has a range of privacy-friendly features including data anonymisation, IP anonymisation, and first-party cookies by default. You can also create and publish custom opt-out forms and let visitors view your collected data.
Try Matomo for Free
Get the web insights you need, while respecting user privacy.
Maintaining consumer trust
Building (and maintaining) consumer trust is a major hurdle for organisations. Stories about data breaches and data scandals — notably the Cambridge Analytical scandal — instil fear into the public’s hearts. After a while, people wonder, “Which company is next ?”
One way to build and maintain trust is to be transparent about your data collection practices. Be open and honest about what data you collect (and why), where you store the data (and for how long), how you protect the data and whether you share data with third parties.
You should also prepare and publish your cyber incident response plan. Outline the steps you will take to contain, assess and manage a data breach.
Choosing the right web analytics platform
Organisations use web analytics to track and monitor web traffic, manage advertising campaigns and identify potential revenue streams. The most widely used web analytics platform is Google Analytics ; however, many users have raised concerns about privacy issues.
When searching for a Google Analytics alternative, consider a web analytics platform that takes data privacy seriously. Features like cookieless tracking, data anonymisation and IP anonymisation will let you track user activity without collecting personal data. Custom opt-out forms will let your web visitors enforce their data subject rights.
What data protection acts exist right now ?
As time goes on and more countries introduce their own data privacy laws, it becomes harder for organisations to adapt. Understanding the basics of each act can help streamline compliance. Here is what you need to know about the latest data protection acts.
General Data Protection Regulation (GDPR)
The GDPR is a data protection act created by the European Parliament and Council of the European Union. It comprises 11 chapters covering the general provisions, principles, data subject rights, penalties and other relevant information.
The GDPR established a framework for organisations and governments to follow regarding the collection, processing, storing, transferring and deletion of personal data. Since coming into effect on 25 May 2018, other countries have used the GDPR as a model to enact similar data protection acts.
General Data Protection Law (LGPD)
The LGPD is Brazil’s main data protection act. The Federal Republic of Brazil signed the act on August 14, 2018, and it officially commenced on August 16, 2020. The act aimed to unify the 40 Brazilian laws that previously governed the country’s approach to processing personal data.
Like the GDPR, the LGPD serves as a legal framework to regulate the collection and usage of personal data. It also outlines the duties of the national data protection authority, the Autoridade Nacional de Proteção de Dados (ANPD), which is responsible for enforcing the LGPD.
Privacy Amendment (Notifiable Data Breaches) for the Privacy Act 1988
Established by the Australian House of Representatives, the Privacy Act 1988 outlines how organisations and governments must manage personal data. The federal government has amended the Privacy Act 1988 twice — once in 2000, and again in 2014 — and is committing to a significant overhaul.
The new proposals will make it easier for individuals to opt out of data collection, organisations will have to destroy collected data after a reasonable period, and small businesses will no longer be exempt from the Privacy Act.
United States
The United States does not have a federally mandated data protection act. Instead, each state has been gradually introducing its data protection acts, with the first being California, followed by Virginia and Colorado. Over a dozen other states are following suit, too.
- California — The then-Governor of California Jerry Brown signed the California Consumer Privacy Act (CCPA) into law on June 28, 2018. The act applies to organisations with gross annual revenue of more than USD 25 million, and that buy or sell products and services to 100,000 or more households or consumers.
- Virginia — The Virginia Consumer Data Protection Act (VCDPA) took effect on January 1, 2023. It applies to organisations that process (or control) the personal data of 100,000 or more consumers in a financial year. It also applies to organisations that process (or control) the personal data of 25,000 or more consumers and gain more than 50% of gross revenue by selling that data.
- Colorado — Colorado Governor Jared Polis signed the Colorado Privacy Act (ColoPA) into law in July 2021. The act applies to organisations that process (or control) the personal data of 100,000 or more Colorado residents annually. It also applies to organisations that earn revenue from the sale of personal data of at least 25,000 Colorado residents.
Because the US regulations are a patchwork of differing legal acts, compliance can be a complicated endeavour for organisations operating across multiple jurisdictions.
How can organisations comply with data protection acts ?
One way to ensure compliance is to keep up with the latest data protection acts. But that is a very time-consuming task.
Over 16 US states are in the process of signing new acts. And countries like China, Turkey and Australia are about to overhaul — in a big way — their own data privacy protection acts.
Knowledge is power. But you also have a business to run, right ?
That’s where Matomo comes in.
Streamline data privacy compliance with Matomo
Although data privacy is a major concern for individuals and companies operating in multiple parts of the world — as they must comply with new, conflicting data protection laws — it is possible to overcome the biggest data privacy issues.
Matomo enables your visitors to take back control of their data. You can choose where you store your data on-premises and in the Cloud (EU-based). You can use various features, retain 100% data ownership, protect visitor privacy and ensure compliance.
Try the 21-day free trial of Matomo today, start your free analytics trial. No credit card required.
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21 day free trial. No credit card required.
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