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• 6 Crucial Benefits of Conversion Rate Optimisation

  26 février 2024, par Erin

  Whether investing time or money in marketing, you want the best return on your investment. You want to get as many customers as possible with your budget and resources.

  That’s what conversion rate optimisation (CRO) aims to do. But how does it help you achieve this major goal ? 

  This guide explores the concrete benefits of conversion rate optimisation and how they lead to more effective marketing and ROI. We’ll also introduce specific CRO best practices to help unlock these benefits.

  What is conversion rate optimisation ?

  Conversion rate optimisation (CRO) is the process of examining your website for improvements and creating tests to increase the number of visitors who take a desired action, like purchasing a product or submitting a form.

  The conversion rate is the percentage of visitors who complete a specific goal.

  

  In order to improve your conversion rate, you need to figure out :

  • Where your customers come from
  • How potential customers navigate or interact with your website
  • Where potential customers are likely to exit your site (or abandon carts)
  • What patterns drive valuable actions like sign-ups and sales

  From there, you can gradually implement changes that will drive more visitors to convert. That’s the essence of conversion rate optimisation.

  6 top benefits of conversion rate optimisation (and best practices to unlock them)

  Conversion rate optimisation can help you get more out of your campaigns without investing more. CRO helps you in these six ways :

  1. Understand your visitors (and customers) better

  The main goal of CRO is to boost conversions, but it’s more than that. In the process of improving conversion rates, you’ll also benefit by gaining deep insights into user behaviour, preferences, and needs. 

  Using web analytics, tests and behavioural analytics, CRO helps marketers shape their website to match what users need.

  Best practices for understanding your customer :

  First, analyse how visitors act with full context (the pages they view, how long they stay and more). 

  In Matomo, you can use the Users Flow report to understand how visitors navigate through your site. This will help you visualise and identify trends in the buyer’s journey.

  

  Then, you can dive deeper by defining and analysing journeys with Funnels. This shows you how many potential customers follow through each step in your defined journey and identify where you might have a leaky funnel. 

  

  In the above Funnel Report, nearly half of our visitors, just 44%, are moving forward in the buyer’s journey after landing on our scuba diving mask promotion page. With 56% of potential customers dropping off at this page, it’s a prime opportunity for optimising conversions.

  Think of Funnels as your map, and pages with high drop-off rates as valuable opportunities for improvement.

  Once you notice patterns, you can try to identify the why. Analyse the pages, do user testing and do your best to improve them.

  2. Deliver a better user experience

  A better understanding of your customers’ needs means you can deliver a better user experience.

  

  For example, if you notice many people spend more time than expected on a particular step in the sign-up process, you can work to streamline it.

  Best practices for improving your user experience : 

  To do this, you need to come up with testable hypotheses. Start by using Heatmaps and Session Recordings to visualise the user experience and understand where visitors are hesitating, experiencing points of frustration, and exiting. 

  You need to outline what drives certain patterns in behaviour — like cart abandonment for specific products, and what you think can fix them.

  

  Let’s look at an example. In the screenshot above, we used Matomo’s Heatmap feature to analyse user behaviour on our website. 

  Only 65% of visitors scroll down far enough to encounter our main call to action to “Write a Review.” This insight suggests a potential opportunity for optimisation, where we can focus efforts on encouraging more users to engage with this key element on our site.

  Once you’ve identified an area of improvement, you need to test the results of your proposed solution to the problem. The most common way to do this is with an A/B test. 

  This is a test where you create a new version of the problematic page, trying different titles, comparing long, and short copy, adding or removing images, testing variations of call-to-action buttons and more. Then, you compare the results — the conversion rate — against the original. With Matomo’s A/B Testing feature, you can easily split traffic between the original and one or more variations.

  

  In the example above from Matomo, we can see that testing different header sizes on a page revealed that the wider header led to a higher conversion rate of 47%, compared to the original rate of 35% and the smaller header’s 36%.

  Matomo’s report also analyses the “statistical significance” of the difference in results. Essentially, this is the likelihood that the difference comes from the changes you made in the variation. With a small sample size, random patterns (like one page receiving more organic search visits) can cause the differences.

  If you see a significant change over a larger sample size, you can be fairly certain that the difference is meaningful. And that’s exactly what a high statistical significance rating indicates in Matomo. 

  Once a winner is identified, you can apply the change and start a new experiment. 

  3. Create a culture of data-driven decision-making

  Marketers can no longer afford to rely on guesswork or gamble away budgets and resources. In our digital age, you must use data to get ahead of the competition. In 2021, 65% of business leaders agreed that decisions were getting more complex.

  CRO is a great way to start a company-wide focus on data-driven decision-making. 

  Best practices to start a data-driven culture :
  

  Don’t only test “hunches” or “best practices” — look at the data. Figure out the patterns that highlight how different types of visitors interact with your site.

  Try to answer these questions :

  • How do our most valuable customers interact with our site before purchasing ?
  • How do potential customers who abandon their carts act ?
  • Where do our most valuable customers come from ?

  Moreover, it’s key to democratise insights by providing multiple team members access to information, fostering informed decision-making company-wide.

  4. Lower your acquisition costs and get higher ROI from all marketing efforts

  Once you make meaningful optimisations, CRO can help you lower customer acquisition costs (CAC). Getting new customers through advertising will be cheaper.

  As a result, you’ll get a better return on investment (ROI) on all your campaigns. Every ad and dollar invested will get you closer to a new customer than before. That’s the bottom line of CRO.

  Best practices to lower your CAC (customer acquisition costs) through CRO adjustments :

  The easiest way to lower acquisition costs is to understand where your customers come from. Use marketing attribution to track the results of your campaigns, revealing how each touchpoint contributes to conversions and revenue over time, beyond just last-click attribution.

  You can then compare the number of conversions to the marketing costs of each channel, to get a channel-specific breakdown of CAC.

  This performance overview can help you quickly prioritise the best value channels and ads, lowering your CAC. But these are only surface-level insights. 

  You can also further lower CAC by optimising the pages these campaigns send visitors to. Start with a deep dive into your landing pages using features like Matomo’s Session Recordings or Heatmaps.

  They can help you identify issues with an unengaging user experience or content. Using these insights, you can create A/B tests, where you implement a new page that replaces problematic headlines, buttons, copy, or visuals.

  

  When a test shows a statistically significant improvement in conversion rates, implement the new version. Repeat this over time, and you can increase your conversion rates significantly, getting more customers with the same spend. This will reduce your customer acquisition costs, and help your company grow faster without increasing your ad budget.

  5. Improve your average order value (AOV) and customer lifetime value (CLV)

  CRO isn’t only about increasing the number of customers you convert. If you adapt your approach, you can also use it to increase the revenue from each customer you bring in. 

  But you can’t do that by only tracking conversion rates, you also need to track exactly what your customers buy.

  If you only blindly optimise for CAC, you even risk lowering your CLV and the overall profitability of your campaigns. (For example, if you focus on Facebook Ads with a $6 CAC, but an average CLV of $50, over Google Ads with a $12 CAC, but a $100 CLV.)

  Best practices to track and improve CLV :

  First, integrate your analytics platform with your e-commerce (B2C) or your CRM (B2B). This will help you get a more holistic view of your customers. You don’t want the data to stop at “converted.” You want to be able to dive deep into the patterns of high-value customers.

  The sales report in Matomo’s ecommerce analytics makes it easy to break down average order value by channels, campaigns, and specific ads.

  

  In the report above, we can see that search engines drive customers who spend significantly more, on average, than social networks — $241 vs. $184. But social networks drive a higher volume of customers and more revenue.

  To figure out which channel to focus on, you need to see how the CAC compares to the AOV (or CLV for B2B customers). Let’s say the CAC of social networks is $50, while the search engine CAC is $65. Search engine customers are more profitable — $176 vs. $134. So you may want to adjust some more budget to that channel.

  To put it simply :

  Profit per customer = AOV (or CLV) – CAC

  Example :

  • Profit per customer for social networks = $184 – $50 = $134
  • Profit per customer for search engines = $241 – $65 = $176

  You can also try to A/B test changes that may increase the AOV, like creating a product bundle and recommending it on specific sales pages.

  An improvement in CLV will make your campaigns more profitable, and help stretch your advertising budget even further.

  6. Improve your content and SEO rankings

  A valuable side-effect of focusing on CRO metrics and analyses is that it can boost your SEO rankings. 

  How ? 

  CRO helps you improve the user experience of your website. That’s a key signal Google (and other search engines) care about when ranking webpages. 

  

  For example, Google’s algorithm considers “dwell time,” AKA how long a user stays on your page. If many users quickly return to the results page and click another result, that’s a bad sign. But if most people stay on your site for a while (or don’t return to Google at all), Google thinks your page gives the user their answer.

  As a result, Google will improve your website’s ranking in the search results.

  Best practices to make the most of CRO when it comes to SEO :

  Use A/B Testing, Heatmaps, and Session Recordings to run experiments and understand user behaviour. Test changes to headlines, page layout, imagery and more to see how it impacts the user experience. You can even experiment with completely changing the content on a page, like substituting an introduction.

  Bring your CRO-testing mindset to important pages that aren’t ranking well to improve metrics like dwell time.

  Start optimising your conversion rate today

  As you’ve seen, enjoying the benefits of CRO heavily relies on the data from a reliable web analytics solution. 

  But in an increasingly privacy-conscious world (just look at the timeline of GDPR updates and fines), you must tread carefully. One of the dilemmas that marketing managers face today is whether to prioritise data quality or privacy (and regulations).

  With Matomo, you don’t have to choose. Matomo values both data quality and privacy, adhering to stringent privacy laws like GDPR and CCPA.

  Unlike other web analytics, Matomo doesn’t sample data or use AI and machine learning to fill data gaps. Plus, you can track without annoying visitors with a cookie consent banner – so you capture 100% of traffic while respecting user privacy (excluding in Germany and UK).

  And as you’ve already seen above, you’ll still get plenty of reports and insights to drive your CRO efforts. With User Flows, Funnels, Session Recordings, Form Analytics, and Heatmaps, you can immediately find insights to improve your bottom line.

  And our built-in A/B testing feature will help you test your hypotheses and drive reliable progress. If you’re ready to reliably optimise conversion rates (with accuracy and without privacy concerns), try Matomo for free for 21 days. No credit card required.

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  21 day free trial. No credit card required.

  
  

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• Fintech Content Marketing : 10 Best Practices & Growth Strategies

  24 juillet 2024, par Erin

  Content marketing is an effective strategy for growth and building trust. This is especially true in the fintech industry, where competition is intense and trust is crucial. Content marketing helps you strengthen customer relationships, engage your audience, and differentiate yourself from competitors.

  To get the most out of your fintech content marketing, you need to develop the right strategy.

  In this guide, we’ll cover everything you need to know about content marketing for fintech companies so you can expand your reach and grow your business.

  What is fintech content marketing ?

  Fintech content marketing is creating content around financial topics on the internet to attract, engage, and convert audiences.

  Fintech companies can use a content strategy to drive leads by creating educational content.

  

  While financial content is important, it’s easy for it to feel boring, unrelatable, or confusing. But, when done right, fintech companies can educate their audiences with great content marketing that helps their audience understand financial topics in-depth.

  Fintech companies can create written, audio, or video content to inform their audiences about financial topics they’re interested in.

  From there, each piece of content can then be distributed to different mediums :

  • Blogs
  • Website
  • Facebook
  • YouTube
  • Instagram
  • Other websites
  • Apps
  • And more

  Once content is distributed, fintech companies can then analyse how effective the content is by tracking web analytics data like search engine traffic, social media engagement, and new customers.

  7 reasons fintech companies need content marketing

  Before we dive into fintech content marketing best practices, let’s recap why fintech companies need to lean into content to grow their business.

  Here are seven reasons your financial company needs to deploy a robust content strategy :

  

  1. Reach new audiences

  If you want to grow your fintech company, you need to find new customers. Creating content is a proven path to marketing yourself online and attracting a larger audience.

  By using search engine optimisation (SEO), social media marketing, and YouTube, you can expand your audience and grow your customer base.

  With content marketing, you can find new audiences without needing a massive budget, making scaling easier.

  2. Engage current audience

  While content can be a powerful method to reach new customers, it isn’t the only thing it’s good for.

  If you want to grow your business, another way to leverage your content is to keep your current audience engaged.

  You can create financial content to educate, inform, and add value to your current audience who already knows you. Repurposing content between the different platforms your audience is on keeps them engaged with you and your brand.

  It’s a simple way to capture and keep the attention of your audience, build trust, and convert more prospects into customers.

  3. Build relationships with customers

  You should leverage content marketing in various spaces, such as social media, your website, a blog, or even YouTube. Creating content on different channels allows you to build relationships with your customers on autopilot.

  The general rule in marketing is that the more touch points you have with your customers, the more you’ll sell. Creating more content means you always have new opportunities to increase those touchpoints, build deeper relationships, and sell more.

  4. Grow authority in a space

  If you want people to trust you and your financial tech, you need to be seen as an authority. How can someone trust that your app or web platform will help them with their finances if they don’t trust you’re a financial expert ?

  You should use informative content to become a thought leader in your space. You can post content on social media or your own platforms.

  You can also spread your authority by leveraging other brands’ or influencers’ audiences through guest blog posting and guest podcasting.

  5. Drive new leads

  Content marketing isn’t just a fun hobby for businesses. It’s one of the smartest ways to drive new leads.

  You should be crafting content for your top-of-funnel marketing strategy to attract potential customers.

  Creating content consistently is a great way to bring in new audience members into your funnel.

  Once you grow your top-of-funnel audience, you can convert them into leads by getting them to join your email list or trial your financial software.

  One tip to get more out of your content strategy is creating evergreen content to continually drive leads. For example, create “set-it-and-forget it” blog posts or YouTube videos that will continue working for you daily to attract new audience members searching for helpful financial information. Then, provide a call to action on that content to join your email list (by leveraging a lead magnet).

  6. Convert prospects to customers

  When you have a continual flow of new top-of-funnel prospects, you always have a fresh cycle of prospects you can convert into customers.

  Content is primarily used to attract new audience members and engage your current audience at the top of your funnel. But it can also be used to convert your audience into customers.

  Try mixing up your content types to drive conversions :

  • Educational
  • Entertaining
  • Promotional

  Don’t just show off educational content.

  You should also mix in “authority” content by displaying case studies of user success stories and calling to action to sign up for a free trial or request a demo.

  7. Lower Customer Acquisition Cost (CAC)

  On the business side, if you want a marketing strategy that will keep expenses low long term, you’ll want to invest more in content.

  Content marketing has a great return on investment (ROI) for your time and effort.

  Why ?

  Because the customer acquisition costs (CAC) are so low.

  You can create content that can bring in leads for months if not years.

  If you only use Google or Facebook ads to drive new leads, you always have to “pay-to-play.” When you turn the advertising tap off, your leads dry up.

  But, with blogs and videos, you can create content that can bring in organic customers on repeat. It’s like a snowball effect that keeps going long after you’ve completed the initial work.

  10 fintech content marketing best practices

  Here are ten best practices to establish a strong content marketing strategy as a fintech company :

  

  1. Set SMART goals

  A good content strategy starts with goal-setting. You’ll never get there if you don’t know where you’re going.

  To make sure your fintech content marketing strategy is a success, you need to set SMART goals :

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

  For example, you might set a goal to reach 20,000 blog visits in one year and convert blog visits at a rate of 3%.

  Setting clear content goals will streamline operations, so you stay consistent and get the most out of your efforts.

  3. Be transparent

  Transparency is crucial for fintech companies, as they handle sensitive financial data and, in many cases, monetary transactions.

  It’s essential for you to be open and clear about your products, services, and data practices. By being honest about privacy and security measures, fintechs can build and maintain trust with their customers.

  This transparency not only helps in establishing credibility but also ensures customers feel confident about how their financial information is managed and protected.

  

  4. Take an education-first approach

  Content isn’t just about “hooking” or entertaining your audience. That’s just one aspect of a content strategy.

  The best approach to building authority and converting leads from your content is to take an education-first approach.

  Remember above, when we touched on understanding your ICP ? You need to know your ICP’s interests and pain points inside and out and then map your product’s strengths to those that are relevant.

  Always start with your ICP, then build the content strategy around them based on your product.

  Find connections and identify how your product can address the ICP’s interests and pain points.

  For example, let’s say your ICPs are Gen Z consumers. They’re interested in independence and saving for future goals. Their pain points might include lack of investment knowledge and managing student debts and other loans.

  Let’s say your product is a personal finance app. Some of your benefits might be budget tracking and beginner-friendly investment options. You could create a content strategy around budgeting in your 20s and investing for beginners.

  Content strategies will vary widely based on your ICP. For instance, content for a fintech company targeting those approaching retirement will need a different focus compared to that aimed at younger consumers.

  Remember : practical, step-by-step, value-driven content performs best regarding conversions.

  5. Leverage the right tools

  If you’re going to succeed with content, you need to lean on the right tools.

  Here are a few types of tools you should consider (and recommendations) :

  • Project management (i.e., Asana)
  • Content management system (i.e., WordPress)
  • Content scheduling (i.e., Hootsuite)
  • Design (i.e., Canva)
  • SEO (i.e., Ahrefs)
  • Web analytics (i.e., Matomo)

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  6. Promote your content on different platforms

  You’ll want to promote your fintech content marketing strategy on different channels and platforms to get the most out of your fintech content marketing strategy.

  Start with one core platform before you pick a few platforms to promote your content. You should leverage at least one social media platform.

  Then, create a blog and an email newsletter to ensure you create multiple touchpoints.

  Here are some tips on how to pick the right platform :

  • Consider age range (i.e. TikTok for a younger audience, Facebook for an older audience)
  • Consider your preferred content type (YouTube for long-form video, X for short-form written content
  • Consider your competition (i.e. go where competitive fintech companies already are)

  7. Track results 

  How do you know if you’re on pace to reach the SMART goals you set earlier ?

  By tracking your results. 

  You should dive into your data regularly to ensure your content is working. Make sure to track social media, email marketing, and web results.

  Keep a close eye on your website KPIs and track your conversions to ensure a return on investment (ROI). For more detailed guidance on monitoring your website’s performance, check out our blog on how to check website traffic as accurately as possible.

  Remember, a data-driven approach is the best way to stay on track with your content goals.

  8. Establish a content leader

  Your content marketing needs a leader. You should establish someone on your marketing team to oversee your content plan. 

  They should ensure they collaborate well with different teams, understand social media and SEO, and know how to manage projects.

  Most of all, don’t forget that they’re in charge of tracking your data and reporting to higher-ups, so they should be comfortable with web analytics and know how to track performance well.

  9. Optimise for SEO

  It’s not enough to create a weekly blog post. You could craft the most valuable content on your website, but nobody will find it online if it isn’t optimised for SEO.

  Your content leader should analyse SEO data using a tool like Ahrefs or SEMrush to analyse different keywords to target in your content. 

  A web analytics tool like Matomo can then be used to track results. Matomo offers traditional web analytics, including pageviews, bounce rate, and sources of traffic, alongside features like heatmaps, session recordings, and A/B testing.

  These advanced features provide deeper insights into how users interact with your site and content, helping you pinpoint areas for improvement. Improving the user experience based on these insights can then positively impact your Google rankings.

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  10. Stay compliant

  Fintech is a highly regulated industry. Keeping this in mind, you need to ensure you take the necessary steps to ensure you remain compliant with all applicable laws and regulations.

  Non-compliance can result in severe penalties.

  Given these high standards, it’s crucial to ensure that user data remains private and secure. Matomo helps with this by providing a compliant web analytics solution that respects user privacy. With Matomo, you can confidently manage compliance and build trust with your customers while also reliably tracking the performance of your content marketing.

  

  Drive your content marketing strategy with Matomo

  Leaning into content marketing can be one of the best ways your fintech company can attract, engage, convert, and retain your audience.

  By creating high-quality content for your audience on social media, YouTube, and your website, you can establish your brand as an authority to grow your business for years to come.

  But remember, you need to make sure you’re only using privacy-friendly, compliant tools to protect your audience’s data.

  Thankfully, Matomo has you covered.

  As a privacy-friendly web analytics tool, Matomo ensures that your website data is tracked and stored in compliance with privacy laws.

  Trusted by over 1 million websites, it offers reliable data without sampling, guaranteeing accuracy. Matomo is designed to be fully compliant with privacy regulations such as GDPR and CCPA, while also providing advanced features like heatmaps, session recordings, and A/B testing to help you track and enhance your website’s performance.

  Request a demo to see how Matomo can benefit your fintech business now.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• Revision 32594 : plugins en minuscules, et alias pour les noms de sites

  1er novembre 2009, par fil@… — Log

  plugins en minuscules, et alias pour les noms de sites