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• Your 6-step guide to increasing acquisition

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

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

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

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

  Step one : Get familiar with the Acquisition feature

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

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

  

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

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

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

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

  Step two : Set your goals and monitor conversion funnels

  Let the Goals feature guide you

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

  Are you checking :

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

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

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

  The Funnels feature leads you to success

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

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

  

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

  Multi Attribution feature

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

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

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

  Ecommerce feature to significantly increase $ potential

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

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

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

  

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

  Form Analytics feature

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

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

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

  

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

  Visitor Profiles tell you each visitors’ history

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

  Better understand :

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

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

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

  

  To summarise

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

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

• Evolution #3926 : Remplacement de safehtml par le plug htmlpurifier ou autre

  14 janvier 2019, par Guillaume Fahrner

  Sorry je n’avais pas vu ce message :

  cedric - a écrit :

  Depuis https://core.spip.net/projects/spip/repository/revisions/24131 le plugin HTMLPurifier est fonctionel sans nécessiter de patch dans le core ?

  Malheureusement si : il reste une surcharge de la fonction propre() via inc/texte.php. Elle est utilisée pour réaliser la protection HTML via echappe_html() AVANT le 1er filtrage de sécurité via echapper_html_suspect(). Un deuxième est réalisé via echappe_retour_modeles($t, $interdire_script) ou $interdire_script est vrai en espacé privé ou si le mode parano actif et faux sinon. (Je n’ai pas su faire autrement, mais il y a peut être une astuce a trouver.)

  Je ne sais pas si tu considères que c’est le core mais une surchage des règles YAML de textwheel est également réalisé afin que l’on envoi bien tout qui doit l’être dans les filtres de sécurité.

  Donc non pas de modification du core nécessaire pour que le plugin fonctionne. A voir si ces surcharges mériterais une "intégration directe" future.

  on est bon et on peut release tel quel en indiquant que le plugin htmlpurifier est disponible pour tests et se laisser le temps ?

  A mon avis oui. Pour rappel : le mode parano est actuellement inutilisable avec l’actuel safehtml(). Du coup ça peut être une approche pour l’intégrer/le tester au fil de l’eau : commencé par les gens qui utilisent le mode parano en leur recommandant chaudement/forcant ce plugin.

  Ci dessous la liste des plugins que j’utilise sans problème hors textwheel/todo (cf https://core.spip.net/issues/4254) avec htmlPurifier :

  Abonnements 3.3.6 - stable
  Agenda 3.26.0 - stable
  API de vérification 1.8.1 - stable
  API Prix 0.1.16 - dev
  Article PDF 1.0.10 - stable
  Autorité 0.10.20 - stable
  Banque&paiement 3.6.7 - stable
  Cache Cool 0.5.4 - stable
  Challenge Hacking 1.0.0 - stable
  Champs Extras 3.11.7 - stable
  Chatbox 1.0.5 - stable
  Coloration Code 99 - stable
  Commandes 1.15.5 - stable
  Compositions 3.7.3 - stable
  Crayons 1.26.18 - stable
  CTF all the day 1.0.0 - stable
  Facteur 3.6.2 - stable
  Formulaire de contact avancé 0.16.5 - stable
  Frimousses 1.5.1 - stable
  GIS 4.44.24 - stable
  HTML Purifier 5.0.0.1 - test
  iCalendar 0.4.5 - test
  Import ics 4.4.3 - stable
  Imprimer document 0.2.2 - stable
  LangOnet 1.4.6 - stable
  MailShot 1.27.3 - stable
  MailSubscribers 2.11.3 - stable
  Markdown 1.0.2 - test
  Messagerie 3.1.8 - test
  Mini Calendrier 2.4.1 - stable
  Mot de passe dès l’inscription 1.0.19 - stable
  Newsletters 1.6.0 - stable
  Nombres de visiteurs connectés 0.2.3 - stable
  NoSPAM 1.5.18 - stable
  Notation 2.4.2 - test
  Notifications 3.6.8 - stable
  Notifications avancées 0.4.2 - test
  Pages 1.3.7 - stable
  Pre & Code 99 - test
  Saisies pour formulaires 3.11.1 - stable
  Social tags 1.1.1 - stable
  SPIP Bonux 3.4.6 - stable
  Tip A Friend 1.6.9 - stable
  Todo 2.2.1 - stable
  Traduction entre rubriques 3.1.3 - stable
  YAML 1.5.4 - stable

  Je pense que si on doit intégrer le plugin ça sera sur la version dev 3.3, pas sur la version stable, et ça va demander de prendre le temps de voir toutes les modifs et les impacts éventuels que tu n’aurais pas vu ou auxquelles tu n’aurais pas pensé.

  Clairement je pense me faire insulter :-) Je suis prêt ^^ Plus sérieusement il faut absolument tester/restester/reretester. J’ai tenté de faire au mieux mais je ne peux pas revoir tout le code HTML généré par les plugins... Au moindre écart de conformité HTML ca ne passera pas. Le bug https://core.spip.net/issues/4254 en est un bon exemple : avec htmlpurifier l’élément

  est supprimé ; avec "safehtml() standard" le code invalide est conservé et c’est le navigateur qui va corriger.

  Il faut voir les bons cotés : cela force les bonnes pratiques, met SPIP au plus haut niveau du standard (Drupal fait moins bien), aide a identifier des bugs et ce qui passe dans propre() sera obligatoirement valide. C’est aussi a terme moins de problèmes d’injection XSS a traiter pour la team.

  Sur la fonction de survol des logos le sujet reste ouvert ? On est en effet d’accord que cette écriture est obsolète et devrait être revue de toute façon, mais c’est donc un point à traiter dans le core le cas échéant

  Euh je comprend pas, faut-il intégrer le patch des puces de statut dans ce plugin ? Je pensais plus coder le truc """proprement""" avec un JS dans le directement dans /prive/. A décolérer complètement à mon sens.

  Encore merci pour le temps que tu y passes :)

• A Comprehensive Guide to Robust Digital Marketing Analytics

  15 novembre 2023, par Erin — Analytics Tips

  First impressions are everything. This is not only true for dating and job interviews but also for your digital marketing strategy. Like a poorly planned job application getting tossed in the “no thank you” pile, 38% of visitors to your website will stop engaging with your content if they find the layout unpleasant. Thankfully, digital marketers can access data that can be harnessed to optimise websites and turn those “no thank you’s” into “absolutely’s.”

  So, how can we transform raw data into valuable insights that pay off ? The key is web analytics tools that can help you make sense of it all while collecting data ethically. In this article, we’ll equip you with ways to take your digital marketing strategy to the next level with the power of web analytics.

  What are the different types of digital marketing analytics ?

  Digital marketing analytics are like a cipher into the complex behaviour of your buyers. Digital marketing analytics help collect, analyse and interpret data from any touchpoint you interact with your buyers online. Whether you’re trying to gauge the effectiveness of a new email marketing campaign or improve your mobile app layout, there’s a way for you to make use of the insights you gain.

  

  As we go through the eight commonly known types of digital marketing analytics, please note we’ll primarily focus on what falls under the umbrella of web analytics. 

  1. Web analytics help you better understand how users interact with your website. Good web analytics tools will help you understand user behaviour while securely handling user data. 
  2. Learn more about the effectiveness of your organisation’s social media platforms with social media analytics. Social media analytics include user engagement, post reach and audience demographics. 
  3. Email marketing analytics help you see how email campaigns are being engaged with.
  4. Search engine optimisation (SEO) analytics help you understand your website’s visibility in search engine results pages (SERPs). 
  5. Pay-per-click (PPC) or campaign analytics measure the performance of paid advertising campaigns.
  6. Content marketing analytics focus on how your content is performing with your audience. 
  7. Customer analytics helps organisations identify and examine buyer behaviour to retain the biggest spenders. 
  8. Mobile app analytics track user interactions within mobile applications. 

  Choosing which digital marketing analytics tools are the best fit for your organisation is not an easy task. When making these decisions, it’s critical to remember the ethical implications of data collection. Although data insights can be invaluable to your organisation, they won’t be of much use if you lose the trust of your users. 

  Tips and best practices for developing robust digital marketing analytics 

  So, what separates top-notch, robust digital marketing analytics from the rest ? We’ve already touched on it, but a big part involves respecting user privacy and ethically handling data. Data security should be on your list of priorities, alongside conversion rate optimisation when developing a digital marketing strategy. In this section, we will examine best practices for using digital marketing analytics while retaining user trust.

  

  Clear objectives

  Before comparing digital marketing analytics tools, you should define clear and measurable goals. Try asking yourself what you need your digital marketing analytics strategy to accomplish. Do you want to improve conversion rates while remaining data compliant ? Maybe you’ve noticed users are not engaging with your platform and want to fix that. Save yourself time and energy by focusing on the most relevant pain points and areas of improvement.

  Choose the right tools for the job

  Don’t just base your decision on what other people tell you. Take the tool for a test drive — free trials allow you to test features and user interfaces and learn more about the platform before committing. When choosing digital marketing analytics tools, look for ones that ensure data accuracy as well as compliance with privacy laws like GDPR.

  Don’t overlook data compliance

  GDPR ensures organisations prioritise data protection and privacy. You could be fined up to €20 million, or 4% of the previous year’s revenue for violations. Without data compliance practices, you can say goodbye to the time and money spent on digital marketing strategies. 

  Don’t sacrifice data quality and accuracy

  Inaccurate and low-quality data can taint your analysis, making it hard to glean valuable insights from your digital marketing analytics efforts. Many analytics tools only show sampled data or use AI and ML to fill data gaps, potentially compromising the accuracy and completeness of your analytics. 

  When your analytics are based on incomplete or inaccurate data, it’s like trying to assemble a puzzle with missing pieces—you might get a glimpse of the whole picture, but it’s never quite clear. Accurate data isn’t just helpful—it’s the backbone of smart marketing strategies. It lets you make confident decisions and enables precise targeting for greater impact.

  Communicate your findings

  Having insights is one thing ; effectively communicating complex data findings is just as important. Customise dashboards to display key metrics aligned with your objectives. Make sure to automate reports, allowing stakeholders to stay updated without manual intervention. 

  Understand the user journey

  To optimise your conversion rates, you need to understand the user journey. Start by analysing visitors interactions with your website — this will help you identify conversion bottlenecks in your sales or lead generation processes. Implement A/B testing for landing page optimisation, refining elements like call-to-action buttons or copy, and leverage Form Analytics to make informed, data-driven improvements to your forms.

  Continuous improvement

  Learn from the data insights you gain, and iterate your marketing strategies based on the findings. Stay updated with evolving web analytics trends and technologies to leverage new growth opportunities. 

  Why you need web analytics to support your digital marketing analytics toolbox

  You wouldn’t set out on a roadtrip without a map, right ? Digital marketing analytics without insights into how users interact with your website are just as useless. Used ethically, web analytics tools can be an invaluable addition to your digital marketing analytics toolbox. 

  The data collected via web analytics reveals user interactions with your website. These could include anything from how long visitors stay on your page to their actions while browsing your website. Web analytics tools help you gather and understand this data so you can better understand buyer preferences. It’s like a domino effect : the more you understand your buyers and user behaviour, the better you can assess the effectiveness of your digital content and campaigns. 

  Web analytics reveal user behaviour, highlighting navigation patterns and drop-off points. Understanding these patterns helps you refine website layout and content, improving engagement and conversions for a seamless user experience.

  

  Concrete CMS harnessed the power of web analytics, specifically Matomo’s Form Analytics, to uncover crucial insights within their user onboarding process. Their data revealed a significant issue : the “address” input field was causing visitors to drop off and not complete the form, severely impacting the overall onboarding experience and conversion rate.

  Armed with these insights, Concrete CMS made targeted optimisations to the form, resulting in a substantial transformation. By addressing the specific issue identified through Form Analytics, they achieved an impressive outcome – a threefold increase in lead generation.

  This case is a great example of how web analytics can uncover customer needs and preferences and positively impact conversion rates. 

  Ethical implications of digital marketing analytics

  As we’ve touched on, digital marketing analytics are a powerful tool to help better understand online user behaviour. With great power comes great responsibility, however, and it’s a legal and ethical obligation for organisations to protect individual privacy rights. Let’s get into the benefits of practising ethical digital marketing analytics and the potential risks of not respecting user privacy : 

  • If someone uses your digital platform and then opens their email one day to find it filled with random targeted ad campaigns, they won’t be happy. Avoid losing user trust — and facing a potential lawsuit — by informing users what their data will be used for. Give them the option to consent to opt-in or opt-out of letting you use their personal information. If users are also assured you’ll safeguard personal information against unauthorised access, they’ll be more likely to trust you to handle their data securely.
  • Protecting data against breaches means investing in technology that will let you end-to-end encrypt and securely store data. Other important data-security best practices include access control, backing up data regularly and network and physical security of assets.

  A fine line separates digital marketing analytics and misusing user data — many companies have gotten into big trouble for crossing it. (By big trouble, we mean millions of dollars in fines.) When it comes to digital marketing analytics, you should never cut corners when it comes to user privacy and data security. This balance involves understanding what data can be collected and what should be collected and respecting user boundaries and preferences.

  

  Learn more 

  We discussed a lot of facets of digital marketing analytics, namely how to develop a robust digital marketing strategy while prioritising data compliance. With Matomo, you can protect user data and respect user privacy while gaining invaluable insights into user behaviour with 100% accurate data. Save your organisation time and money by investing in a web analytics solution that gives you the best of both worlds. 

  If you’re ready to begin using ethical and robust digital marketing analytics on your website, try Matomo. Start your 21-day free trial now — no credit card required.