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• What Is Ethical SEO & Why Does It Matter ?

  7 mai 2024, par Erin

  Do you want to generate more revenue ?

  Then, you need to ensure you have a steady stream of traffic flowing to your site.

  Search engines like Google, Bing and Yahoo are powerful mediums you can use to scale your business.

  Search engine optimisation (SEO) is the process of creating search engine-friendly content to draw in traffic to your website. But, if you aren’t careful, you could be crossing the line of ethical SEO into unethical SEO.

  In this article, we break down what ethical SEO is, why it’s important in business and how you can implement effective SEO into your business while remaining ethical.

  Let’s begin.

  What is ethical SEO ?

  Since the early days of the internet and search engines, business owners and marketers have tried using all kinds of SEO tactics to rank atop the search engines for relevant keywords.

  The problem ?

  Some of these practices are ethical, while others aren’t.

  What exactly is ethical SEO ?

  It’s the practice of optimising your website’s rankings in search engines by following search engine guidelines and prioritising user experience.

  

  Ethical SEO is also referred to as “white hat SEO.”

  On the other hand, businesses that break search engine rules and guidelines to “hack” their way to the top with faulty and questionable practices use unethical SEO, or “black hat SEO.”

  Ethical SEO aims to achieve higher rankings in search engines through sustainable, legitimate and fair methods.

  Black hat, or unethical SEO, aims to manipulate or “game” the system with deceptive strategies to bypass the search engine’s guidelines to rank higher.

  The two core branches of ethical SEO include :

  1. Strategies that align with search engine guidelines.
  2. Accessibility to broad audiences.

  Some examples of ethical SEO principles include :

  • Natural link building
  • Compliance with search engine guidelines
  • Establishing great user experiences
  • Creating reader-focused content

  By sticking to the right guidelines and implementing proper SEO practices, businesses can establish ethical SEO to generate more traffic and grow their brands.

  8 ethical SEO practices to implement

  If you want to grow your organic search traffic, then there’s no doubt you’ll need to have some SEO knowledge.

  While there are dozens of ways to “game” SEO, it’s best to stick to proven, ethical SEO techniques to improve your rankings.

  Stick to these best practices to increase your rankings in the search engine results pages (SERPs), increase organic traffic and improve your website conversions.

  

  1. Crafting high-quality content

  The most important piece of any ethical SEO strategy is content.

  Forget about rankings, keywords and links for a second.

  Step back and think about why people go to Google, Bing and Yahoo in the first place.

  They’re there looking for information. They have a question they need answered. That’s where you can come in and give them the answer they want. 

  How ? In the form of content.

  The best long-term ethical SEO strategy is to create the highest-quality content possible. Crafting high-quality content should be where you focus 90% of your SEO efforts.

  2. Following search engine guidelines

  Once you’ve got a solid content creation strategy, where you’re producing in-depth, quality content, you need to ensure you’re following the guidelines and rules put in place by the major search engines.

  This means you need to stay compliant with the best practices and guidelines laid out by the top search engines.

  If you fail to follow these rules, you could be penalised, your content could be downgraded or removed from search engines, and you could even have your entire website flagged, impacting your entire organic search traffic from your site.

  You need to ensure you align with the guidelines so you’re set up for long-term success with your SEO.

  3. Conducting keyword research and optimisation

  Now that we’ve covered content and guidelines, let’s talk about the technical stuff, starting with keywords.

  In the early days of SEO (late 90s), just about anyone could rank a web page high by stuffing keywords all over the page.

  While those black hat techniques used to work to “game” the system, it doesn’t work like that anymore. Google and other major search engines have much more advanced algorithms that can detect keyword stuffing and manipulation.

  Keywords are still a major part of a successful SEO strategy. You can ethically incorporate keywords into your content (and you should) if you want to rank higher. 

  Your main goal with your content is to match it with the search intent. So, incorporating keywords should come naturally throughout your content. If you try to stuff in unnecessary keywords or use spammy techniques, you may not even rank at all and could harm your website’s rankings.

  4. Incorporating natural link building

  After you’ve covered content and keywords, it’s time to dive into links. Backlinks are any links that point back to your website from another website.

  These are a crucial part of the SEO pie. Without them, it’s hard to rank high on Google. They work well because they tell Google your web page or website has authority on a subject matter.

  But you could be penalised if you try to manipulate backlinks by purchasing them or spamming them from other websites.

  Instead, you should aim to draw in natural backlinks by creating content that attracts them.

  How ? There are several options :

  • Content marketing
  • Email outreach
  • Brand mentions
  • Public relations
  • Ethical guest posting

  Get involved in other people’s communities. Get on podcasts. Write guest posts. Connect with other brands. Provide value in your niche and create content worth linking to.

  5. Respecting the intellectual property of other brands

  Content creation is moving at lightspeed in the creator economy and social media era. For better or for worse, content is going viral every day. People share content, place their spin on it, revise it, optimise it, and spread it around the internet.

  Unfortunately, this means the content is sometimes shared without the owner’s permission. Content is one form of intellectual property (IP). 

  If you share copyrighted material, you could face legal consequences.

  6. Ensuring transparency

  Transparency is one of the pillars of ethical marketing.

  If you’re running the SEO in your company or an agency, you should always explain the SEO strategies and tactics you’re implementing to your stakeholders.

  It’s best to lean on transparency and honesty to ensure your team knows you’re running operations ethically.

  7. Implementing a great user experience

  The final pillar of ethical SEO practices is offering a great user experience on your website.

  Major search engines like Google are favouring user experience more and more every year. This means knowing how to track and analyse website metrics like page load times, time on page, pageviews, media plays and event tracking.

  8. Use an ethical web analytics solution

  Last but certainly not least. Tracking your website visitors ethically is key to maintaining SEO ethics.

  You can do this by using an ethical web analytics solution like Matomo, Plausible or Fathom. All three are committed to respecting user privacy and offer ethical tracking of visitors.

  We’re a bit biassed towards Matomo, of course, but for good reasons.

  Matomo offers accurate, unsampled data along with advanced features like heatmaps, session recording, and A/B testing. These features enhance user experience and support ethical SEO practices by providing insights into user behaviour, helping optimise content. 

  Try Matomo for Free

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

  Start for free

  No credit card required

  6 unethical SEO practices to avoid

  Now that we’ve covered the ethical SEO best practices let’s talk about what kind of unethical SEO practices you want to avoid.

  Remember, SEO isn’t as easy to manipulate as it once was 20 years ago.

  Algorithms are much more sophisticated now, and search engines are getting better at detecting fraudulent, scammy or unethical SEO practices every year.

  Avoid these eight unethical SEO practices to ensure you can rank high in the long term :

  

  1. Keyword stuffing

  Keyword stuffing is probably the most common unethical SEO practice. This is where someone deliberately stuffs keywords onto a page to manipulate the search engines to rank a web page higher.

  Where this is unethical isn’t always easy to detect, but in some cases, it is. It comes down to whether it’s relevant and natural or intentionally stuffing.

  2. Cloaking

  Cloaking is another unethical SEO practice where someone manipulates the information search engines see on their website.

  For example, someone may show search engines one web page on their website, but when someone clicks on it in Google, they can direct someone to a completely different page. They do this by detecting the incoming request from the user agent and presenting different content.

  3. Deceiving functionality

  Another way companies are unethically implementing SEO tactics is by deceiving people with misleading information. For example, a website may claim to provide a free resource or directory but may intentionally lead visitors to paid products.

  4. Fraudulent redirects

  Another way to deceive or mislead searchers is by creating fraudulent redirects. A redirect is a way to take someone to a different web page when they click on another one. Redirects can be useful if a page is broken or outdated. However, they can be used to deceptively take someone to a website they didn’t intend to view.

  5. Negative SEO

  Negative SEO is the intentional attempt to harm a competitor’s search engine rankings through unethical tactics.

  These tactics include duplicating their content or generating spammy links by creating low quality or irrelevant backlinks to their site.

  6. Hidden text

  Placing hidden text on a website typically has one purpose : keyword stuffing.

  Instead of making it visible to users reading the content, websites will place invisible text or text that’s hard to read on a website to try to rank the content higher and manipulate the search engines.

  3 reasons you need to implement ethical SEO

  So, why should you ensure you only implement ethical SEO in your organic traffic strategy ?

  It’s not just about what’s morally right or wrong. Implementing ethical SEO is the smartest long-term marketing strategy :

  1. Better long-term SEO

  Search engine optimisation is about implementing the “right” tactics to get your website to rank higher.

  The funny thing is many people are trying to get quick fixes by manipulating search engines to see results now.

  However, the ones who implement shady tactics and “hacks” to game the system almost always end up losing their rankings in the long term. 

  The best long-term SEO strategy is to do things ethically. Create content that helps people. Make higher quality content than your competitors. If you do those two things right, you’ll have better search traffic for years.

  2. Great brand reputation

  Not only is ethical SEO a great way to get long-term results, but it’s also a good way to maintain a solid brand reputation.

  Reputation management is a crucial aspect of SEO. All it takes is one bad incident, and your SEO could be negatively impacted.

  3. Lower chance of penalties

  If you play by the rules, you have a lower risk of being penalised by Google.

  The reality is that Google owns the search engine, not you. While we can benefit from the traffic generation of major search engines, you could lose all your rankings if you break their guidelines.

  Track SEO data ethically with Matomo

  Ethical SEO is all about :

  • Serving your audience
  • Getting better traffic in the long run

  If you fail to follow ethical SEO practices, you could be de-ranked or have your reputation on the line.

  However, if you implement ethical SEO, you could reap the rewards of a sustainable marketing strategy that helps you grow your traffic correctly and increase conversions in the long term.

  If you’re ready to start implementing ethical SEO, you need to ensure you depend on an ethical web analytics solution like Matomo.

  Unlike other web analytics solutions, Matomo prioritises user privacy, maintains transparent, ethical data collection practices, and does not sell user data to advertisers. Matomo provides 100% data ownership, ensuring that your data remains yours to own and control.

  As the leading privacy-friendly web analytics solution globally, trusted by over 1 million websites, Matomo ensures :

  • Accurate data without data sampling for confident insights and better results
  • Privacy-friendly and GDPR-compliant web analytics
  • Open-source access for transparency and creating a custom solution tailored to your needs

  Try Matomo free for 21-days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• "FFmpeg : Error not transitioning to the next song in Discord Bot's queue."

  1er avril 2024, par noober

  I have 3 modules, but I'm sure the error occurs within this module, and here is the entire code within that module :

  


  import asyncio
import discord
from discord import FFmpegOpusAudio, Embed
import os

async def handle_help(message):
    embed = discord.Embed(
        title="Danh sách lệnh cho Bé Mèo",
        description="Dưới đây là các lệnh mà chủ nhân có thể bắt Bé Mèo phục vụ:",
        color=discord.Color.blue()
    )
    embed.add_field(name="!play", value="Phát một bài hát từ YouTube.", inline=False)
    embed.add_field(name="!pause", value="Tạm dừng bài hát đang phát.", inline=False)
    embed.add_field(name="!resume", value="Tiếp tục bài hát đang bị tạm dừng.", inline=False)
    embed.add_field(name="!skip", value="Chuyển đến bài hát tiếp theo trong danh sách chờ.", inline=False)
    embed.add_field(name="!stop", value="Dừng phát nhạc và cho phép Bé Mèo đi ngủ tiếp.", inline=False)
    # Thêm các lệnh khác theo cùng mẫu trên
    await message.channel.send(embed=embed)

class Song:
    def __init__(self, title, player):
        self.title = title  # Lưu trữ tiêu đề bài hát ở đây
        self.player = player

# Thêm đối tượng Song vào hàng đợi
def add_song_to_queue(guild_id, queues, song):
    queues.setdefault(guild_id, []).append(song)

async def handle_list(message, queues):
    log_file_path = "C:\\Bot Music 2\\song_log.txt"
    if os.path.exists(log_file_path):
        with open(log_file_path, "r", encoding="utf-8") as f:
            song_list = f.readlines()

        if song_list:
            embed = discord.Embed(
                title="Danh sách bài hát",
                description="Danh sách các bài hát đã phát:",
                color=discord.Color.blue()
            )

            for i, song in enumerate(song_list, start=1):
                if i == 1:
                    song = "- Đang phát: " + song.strip()
                embed.add_field(name=f"Bài hát {i}", value=song, inline=False)

            await message.channel.send(embed=embed)
        else:
            await message.channel.send("Hiện không có dữ liệu trong file log.")
    else:
        await message.channel.send("File log không tồn tại.")

async def handle_commands(message, client, queues, voice_clients, yt_dl_options, ytdl, ffmpeg_options=None, guild_id=None, data=None):
    # Nếu không có ffmpeg_options, sử dụng các thiết lập mặc định
    if ffmpeg_options is None:
        ffmpeg_options = {
            'before_options': '-reconnect 1 -reconnect_streamed 1 -reconnect_delay_max 5',
            'options': '-vn -filter:a "volume=0.25"'
        }
    
    # Khởi tạo voice_client
    if guild_id is None:
        guild_id = message.guild.id

    if guild_id in voice_clients:
        voice_client = voice_clients[guild_id]
    else:
        voice_client = None

    # Xử lý lệnh !play
    if message.content.startswith("!play"):
        try:
            # Kiểm tra xem người gửi tin nhắn có đang ở trong kênh voice không
            voice_channel = message.author.voice.channel
            # Kiểm tra xem bot có đang ở trong kênh voice của guild không
            if voice_client and voice_client.is_connected():
                await voice_client.move_to(voice_channel)
            else:
                voice_client = await voice_channel.connect()
                voice_clients[guild_id] = voice_client
        except Exception as e:
            print(e)

        try:
            query = ' '.join(message.content.split()[1:])
            if query.startswith('http'):
                url = query
            else:
                query = 'ytsearch:' + query
                loop = asyncio.get_event_loop()
                data = await loop.run_in_executor(None, lambda: ytdl.extract_info(query, download=False))
                if not data:
                    raise ValueError("Không có dữ liệu trả về từ YouTube.")
                url = data['entries'][0]['url']

            player = FFmpegOpusAudio(url, **ffmpeg_options)
            # Lấy thông tin của bài hát mới đang được yêu cầu
            title = data['entries'][0]['title']
            duration = data['entries'][0]['duration']
            creator = data['entries'][0]['creator'] if 'creator' in data['entries'][0] else "Unknown"
            requester = message.author.nick if message.author.nick else message.author.name
                    
            # Tạo embed để thông báo thông tin bài hát mới
            embed = discord.Embed(
                title="Thông tin bài hát mới",
                description=f"**Bài hát:** *{title}*\n**Thời lượng:** *{duration}*\n**Tác giả:** *{creator}*\n**Người yêu cầu:** *{requester}*",
                color=discord.Color.green()
            )
            await message.channel.send(embed=embed)
            
            # Sau khi lấy thông tin của bài hát diễn ra, gọi hàm log_song_title với title của bài hát
            # Ví dụ:
            title = data['entries'][0]['title']
            await log_song_title(title)

            # Thêm vào danh sách chờ nếu có bài hát đang phát
            if voice_client.is_playing():
                queues.setdefault(guild_id, []).append(player)
            else:
                voice_client.play(player)
                
        except Exception as e:
            print(e)
            
    if message.content.startswith("!link"):
            try:
                voice_client = await message.author.voice.channel.connect()
                voice_clients[voice_client.guild.id] = voice_client
            except Exception as e:
                print(e)

            try:
                url = message.content.split()[1]

                loop = asyncio.get_event_loop()
                data = await loop.run_in_executor(None, lambda: ytdl.extract_info(url, download=False))

                song = data['url']
                player = discord.FFmpegOpusAudio(song, **ffmpeg_options)

                voice_clients[message.guild.id].play(player)
            except Exception as e:
                print(e)

    # Xử lý lệnh !queue
    elif message.content.startswith("!queue"):
        queue = queues.get(guild_id, [])
        if queue:
            await message.channel.send("Danh sách chờ:")
            for index, item in enumerate(queue, 1):
                await message.channel.send(f"{index}. {item.title}")
        else:
            await message.channel.send("Không có bài hát nào trong danh sách chờ.")

    # Xử lý lệnh !skip
    elif message.content.startswith("!skip"):
        try:
            if voice_client and voice_client.is_playing():
                voice_client.stop()
                await play_next_song(guild_id, queues, voice_client, skip=True)
                await remove_first_line_from_log()
        except Exception as e:
            print(e)

    # Xử lý các lệnh như !pause, !resume, !stop
    elif message.content.startswith("!pause"):
        try:
            if voice_client and voice_client.is_playing():
                voice_client.pause()
        except Exception as e:
            print(e)

    elif message.content.startswith("!resume"):
        try:
            if voice_client and not voice_client.is_playing():
                voice_client.resume()
        except Exception as e:
            print(e)

    elif message.content.startswith("!stop"):
        try:
            if voice_client:
                voice_client.stop()
                await voice_client.disconnect()
                del voice_clients[guild_id]  # Xóa voice_client sau khi dừng
        except Exception as e:
            print(e)

async def log_song_title(title):
    log_file_path = "C:\\Bot Music 2\\song_log.txt"
    try:
        # Kiểm tra xem tệp tin log đã tồn tại chưa
        if not os.path.exists(log_file_path):
            # Nếu chưa tồn tại, tạo tệp tin mới và ghi title vào tệp tin đó
            with open(log_file_path, 'w', encoding='utf-8') as file:
                file.write(title + '\n')
        else:
            # Nếu tệp tin log đã tồn tại, mở tệp tin và chèn title vào cuối tệp tin
            with open(log_file_path, 'a', encoding='utf-8') as file:
                file.write(title + '\n')
    except Exception as e:
        print(f"Error logging song title: {e}")

async def remove_first_line_from_log():
    log_file_path = "C:\\Bot Music 2\\song_log.txt"
    try:
        with open(log_file_path, "r", encoding="utf-8") as f:
            lines = f.readlines()
        # Xóa dòng đầu tiên trong list lines
        lines = lines[1:]
        with open(log_file_path, "w", encoding="utf-8") as f:
            for line in lines:
                f.write(line)
    except Exception as e:
        print(f"Error removing first line from log: {e}")
        
async def clear_log_file():
    log_file_path = "C:\\Bot Music 2\\song_log.txt"
    try:
        with open(log_file_path, "w", encoding="utf-8") as f:
            f.truncate(0)
    except Exception as e:
        print(f"Error clearing log file: {e}")


async def play_next_song(guild_id, queues, voice_client, skip=False):
    queue = queues.get(guild_id, [])
    if queue:
        player = queue.pop(0)
        voice_client.play(player, after=lambda e: asyncio.run_coroutine_threadsafe(play_next_song(guild_id, queues, voice_client, skip=False), voice_client.loop))
        if skip:
            return
        else:
            await remove_first_line_from_log()  # Xóa dòng đầu tiên trong file log
    elif skip:
        await remove_first_line_from_log()  # Xóa dòng đầu tiên trong file log
        await voice_client.disconnect()
        del voice_client[guild_id]  # Xóa voice_client sau khi dừng
    else:
        await clear_log_file()  # Xóa dòng đầu tiên trong file log
        await voice_client.disconnect()
        del voice_client[guild_id]  # Xóa voice_client sau khi dừng


  


  I have tried asking ChatGPT, Gemini, or Bing, and they always lead me into a loop of errors that cannot be resolved. This error only occurs when the song naturally finishes playing due to its duration. If the song is playing and I use the command !skip, the next song in the queue will play and function normally. I noticed that it seems like if a song ends naturally, the song queue is also cleared immediately. I hope someone can help me with this

  


• 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.

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  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.

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  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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