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• How to increase conversions to meet your business goals

  8 septembre 2020, par Joselyn Khor — Analytics Tips, Marketing
   Through optimizing your messaging, content, or your page layouts, you can increase conversions by getting your visitors through a clear pathway to achieve your business goals.

  Conversion Rate Optimization

  When we talk about optimizing websites to improve and increase conversions, we’re really talking about conversion rate optimization (CRO).

  CRO is the process of learning what the most valuable content/aspect of your website is and how to best optimize this for your visitors to increase its chance to convert. It typically involves generating ideas for elements on your site or app that can be improved, learning which pathways visitors are most likely going to take to conversion and then validating those assumptions through A/B testing and multivariate testing to transform learning into actionable insights.

  Conversion Rate

  The conversion rate is expressed as a % and the goal for any business should be to increase the % of conversions for any given goal e.g. in February a website had 200 newsletter sign-ups from 1,000 visitors on its sign-up page, a conversion rate of 20%. CRO should be used to increase the sign-up rate from 20% to 25%, and then eventually from 25% to 30% and so on.

  CRO cheat sheet

  You need to consider your website or business’ objectives (bigger picture) as well as your website goals (smaller achievements). Whatever the aim of your website, it’s crucial for this to be your starting point. Figure out what you want your website to do and what you want visitors to get from it. When you do that, you’ll know what conversions to focus on.
  

  • Define your business/website’s objectives. Do you want the website to drive sales ? Is the website a hub to raise awareness for a charity ? Do you want to increase readership for your news site ?
  • Define what your conversion goals are. This helps you narrow your focus so you follow a path to meet your overall objectives. By defining these, you clarify for yourself the next actions you should take, such as wanting to funnel users through to a sign up landing page. Then you’ll need to optimize and test your sign up landing page. If conversions are low, then tweak it and measure the results until you find you’ve increased conversion rates.
  • Conversion goals can include :
    • Purchases in your ecommerce store
    • eBook downloads
    • Sign ups to your mailing list
    • Visitors successfully filling in a contact form
  • Figure out what your Key Performance Indicators (KPIs) are and the metrics you need to focus on to achieve them.

  How to increase conversions with Matomo

  1. Set goals
  2. Heatmaps
  3. Session Recordings
  4. A/B test
  5. Form Analytics
  6. Funnels
  7. Behaviour

  1. Set goals

  “Make Sure Goals Are Clearly Understood. To prove the value of an analytics-focused company, any project you take on needs to have clear goals. If you don’t have a goal in mind you’ll fail. Everyone involved in the project needs to be aligned around the goals.”

  A goal is the measure of a successful action that you want your visitors to take. The more goals you track, the more you can learn about behavioural changes as you implement and modify paths that lead to conversions over time.

  

  You’ll understand which channels and campaigns (SEO, PPC, newsletter, blogging etc.) are converting the best for your business, which cities/countries are most popular, what devices are working and how engaged your visitors are before converting. Learn more

  2. Set Heatmaps

  This is vital to show how your visitors are engaging with your website, blog pages, signup and sales pages. If you want to learn how your visitors really engage with your website to increase conversions, Heatmaps lets you see the results visually without any guesswork.

  

  By showing where your visitors try to click, move the mouse or how far down they’re scrolling on each page, you can effortlessly discover how your visitors truly engage with your most important web pages. Rather than guessing, rely on facts to prove if the changes you make actually improve your website or not. Learn more

  How to improve conversion rates with Heatmaps :

  • If you’ve got important information that will sell your service/product or bring you loyal followers, make sure it’s in the hot zones as shown in your heatmaps.
  • Try to rearrange parts of your pages to see if that increases engagement.
  • Make it easy for people to take important actions by having the CTA above-the-fold where 100% of visitors see it. Make sure you don’t clutter this section with too many messages or actions.
  • You can also identify areas to add links as heatmaps shows where people want to click.
  • Find what content is most popular on the page

  3. Session Recordings

  This is a conversion research technique where you learn what your users are trying to do and make sure your website is optimized to give them what they want. With Session Recordings you can playback all the interactions your visitors took on your website, such as clicks, mouse movements, scrolls, resizes, form interactions and page changes in a video. Truly understand how real visitors are using your website and what experiences they’re having.

  Also, by understanding what’s working you’re increasing the usability of your website, Session Recordings allow you to identify problem areas as well as where users are getting stuck. Learn more

  

  How to improve conversion rates with Session Recordings : For example, on a product landing page, you see your visitor highlighting specific words and putting it into search. With this you can observe what they’re trying to find and what they’re actually interested in. As you tweak the page to ensure what the visitor wants can be easily found, you’re taking steps to increase the chance for more conversions.

  4. A/B Testing

  Test anything and test anywhere to increase your conversions. Grow your website by comparing different versions of your landing pages to determine what works best for your users. Subtle tweaks across different versions of your landing pages can have a significant impact on converting incoming traffic.

  

  The changes for each landing page could be :

  • A different headline
  • Less copy vs more copy
  • Different calls-to-action
  • Colour schemes, forms, fonts, links, testimonials,
  • Or, it could be an entirely different page layout altogether.

  The idea is to see if either page A or page B (or C or D) was most successful in getting your visitors to the next step in the conversion funnel. Learn more

  How Matomo used A/B Testing : For our sign up page we tested three different CTAs and found how phrasing words differently could help improve conversion rates. Both “Start improving your websites” and “Start converting more users now” were stronger CTAs and converted 7% more than, “Start my free 30-day trial”.

  5. Form Analytics

  Form Analytics gives you powerful insights into how your visitors interact with your forms (like cart, sign-up and checkout forms).

  

  Online forms can come in thousands of different variations. It’s an area on your website that if not done right, could lead to you missing out on converting a large portion of your visitors. Rely on facts when you change your forms. Learn more

  How to improve conversion rates with Form Analytics : By proving whether your form is doing better when you change it and by how much. This lets you consistently increase form submission rates (conversions) on your website which is crucial to the success of your business.

  6. Funnels

  At a glance you will learn the steps (actions, events and pages) your users go through to the desired outcomes you want them to achieve whether it’s a sale, sign-up or any other particular goal you have defined.

  

  Looking at the entire conversion funnel and focusing on usability, you’ll be able to identify where your visitors are having problems, where they aren’t understanding the flow of your webpages and identify obstacles that get in the way of your users reaching that end goal. Learn more

  How to improve conversion rates with Funnels : Learn what makes your visitors take action (or what stops them) in progressing to the next step in the conversion funnel. At each step, you’ll discover what content/layout resonates with your visitors and you can optimize your website to have the greatest impact on your business.

  TRY IT FOR FREE

  7. Behaviour

  This is one of the most important features to help you optimize your website for conversions. Learning visitor behaviour is a driving force to increase conversions. How ? It lets you identify where you could be taking action to increase conversions. You get to learn first-hand what content or feature on your site is or isn’t working for your visitors. 

  

  Engagement is essential to help increase conversion rates. If your visitors aren’t interested in the content on your site, then there’s very little chance they’ll be interested in what you have to offer. Learn more

  How to improve conversion rates with Behaviour : Get started by reducing bounce rates on important pages, testing messaging on your most popular entry pages, testing on the highest exit pages to reduce visitors leaving the site, learning pathways through Users Flow and Transitions to see if users are taking pathways that lead them to conversions or are the journeys currently long or go in odd directions. Discover how your visitors are responding to your content. The happier your visitors are to stay on your site, the more likely they’ll be able to move through the journey to help you achieve the goals you’ve set for your site.

  TRY IT FOR FREE

  Do privacy-focused industries need conversion optimization ?

  For industries that place extra emphasis on privacy and security, Matomo is a complete analytics tool that can cater for all your needs. You get the full benefits of a web analytics and conversion optimization platform as well as peace of mind knowing Matomo places emphasis on security/privacy and adheres strictly to GDPR.

  If you operate in a data sensitive industry like in government, healthcare, finance, education etc. you can rest assured knowing your user’s privacy is respected and that you will have 100% data ownership.

  Other conversion optimization metrics in Matomo to look at :

  Get a good indication that your conversion optimization efforts are working by knowing where to look and this starts by going through the metrics in your analytics. Below we list how you can make a start.

  “Best” metrics are hard to determine so you’ll need to ask yourself what you want your site to do. How do you want your users to behave or what kind of customer journey do you want them to have ?

  You can start with :

  • Decreasing abandonment rate
  • Decreasing bounce rate
  • Increasing interactions per visit
  • Reducing exit rates on pages that significantly impact your visitors to leave your site
  • Constantly test and learn what content resonates with your visitors
  • Look to advance more users through each stage of the conversion funnel
  • Improve your forms to increase submission rates
  • Always improve the conversion rate % for your goals e.g. if you currently have a 5% conversion rate for selling a product, aim for 10% ; if 30% of your visitors are downloading your e-book, then aim for 40%, then 50% and so on.

  Through optimizing your messaging, content or your page layouts, you will increase conversions by getting your visitors through a clear pathway to meet your website’s goal.

  TRY IT FOR FREE

• Blog series part 1 : How to use Matomo to increase customer acquisitions for your business

  2 septembre 2020, par Joselyn Khor — Analytics Tips, Marketing
  Are you investing time and money into marketing your business and unsure if it’s paying off ? Web analytics provides the tools and insights to help you know which marketing channels to target and focus on. Without it you might be going in blind and missing opportunities that might’ve been easily found in your metrics.

  Increasing acquisition cheat sheet

  To increase customer acquisition on your website you need to first attract the right visitors to your website. Then capturing their attention and engaging them in your content. Finally you’ll want to convert by driving them through a streamlined funnel/buyer’s journey on your website all backed up by data.

  So, how do you attract audiences to your site with a web analytics tool like Matomo ?

  1. Figure out who your audience is through the Visitor Profiles feature. 
  2. Calculate the Cost of Customer Acquisition (CAC) to plan for growth. To grow and make your business/website sustainable, you’ll need to earn more money from a customer than you spend on acquiring them. How to calculate : Divide marketing spend by the number of customers acquired. 
  3. Figure out which marketing channels e.g., social media, PPC, SEO, content marketing, etc., you should invest more in and which of those you should focus less on.

  How to increase acquisitions with Matomo

  1. Use the Acquisitions feature
  2. Use funnels
  3. Study Visitor Profiles
  4. Focus on SEO efforts
  5. Look at the Multi Attribution feature
  6. Set goals
  7. Set Advanced eCommerce reporting

  1. Use the Acquisitions feature

  Matomo Analytics has a dedicated Acquisition feature to help with some of the heavy-lifting, making it easy for you to formulate targeted acquisition plans.

  

  This feature helps you learn who your potential customers are and figure out what marketing channels are converting the best for these visitors.

  • Learn what traffic you get from external websites : Knowing who’s helping you succeed from external websites is a crucial step to be able to focus your attention. Paid sponsorships, guest blog posts or even spending more on advertising on the particular website could result in greater traffic.

  • Social Networks : See which social media channels are connecting with the audiences 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 : Your marketing team may have spent precious time and resource coming up with campaigns that are designed to succeed, but how can you be so sure ? With Campaigns you can understand what marketing campaigns are working, what aren’t, and shift your marketing efforts accordingly to gain more visitors, more effectively, with less costs. Keep track of every ad and content piece you display across internal and external channels to see which is having the biggest impact on your business objectives. Learn more

  

  Watch this video to learn about the Acquisitions feature

  2. Use funnels

  Creating conversion funnels gives 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.

  By integrating this with Visitor Profiles, you can view historic visitor profiles of any individual user at any stage of the conversion funnel. You see the full user journey at an individual level, including where they entered the funnel from and where they exited. Learn more

  How to amplify acquisition strategies with Funnels : Use conversion funnels to guide acquisition as you can tell which entry point is bringing the most success and which one needs more attention. Tailor your strategies to zone in on areas that have the most potential. You can identify where your visitors are encountering obstacles from the start, that are stopping them from progressing through their journey on your site.

  3. Study Visitor Profiles

  Visitor Profiles helps you understand visitors on a user-by-user basis, detailing each visitors’ history into a profile which 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.

  How Visitor Profiles helps with acquisition : By understanding the full behavioural patterns of any individual user coming through from external channels, you’ll see the path that led them to take action, where they may have gotten lost, and how engaged they are with your business over time. This gives you an indication of what kinds of visitors you’re attracting and helps you craft a buyer persona that more accurately reflects the audience most interested in you.

  TRY IT FOR FREE

  4. Focus on SEO efforts

  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.

  Integrate Google, Bing and Yahoo search consoles directly into your Matomo Analytics. This helps kickstart your acquisition goals as you rank highly for keywords that get the most traffic to your website.

  As another major SEO benefit, you can see how the most important search keywords to your business increased and decreased in ranking over time. 

  How to amplify acquisitions strategies with search engines and keywords : By staying on top of your competitors across ALL search engines, you may uncover traffic converting highly from one search engine, or find you could be losing traffic and business opportunities to your competitors across others.

  5. Look at the Multi Attribution feature

  Multi Attribution lets you measure the success of every touchpoint in the customer journey.

  

  Accurately measure (and assign value to) channels where visitors first engaged with your business, where they came from after that, as well as the final channel they came from before purchasing your product or service.

  No longer falsely over-estimate any marketing channel and make smarter decisions when determining acquisition spend to accurately calculate the Customer Acquisition Cost (CAC). Learn more

  6. Set your Goals

  What are the acquisition goals you want to achieve the most ? The Goals feature lets you measure the most important metrics you need to grow your business.

  

  Goals are crucial for building your marketing strategy and acquiring new customers. The more goals you track, the more you can learn about behavioural changes as you implement and modify paths that impact acquisition and conversions over time. You’ll understand which channels are converting the best for your business, which cities/countries are most popular, what devices will attract the most visitors and 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 have put in. Learn more

  7. Set Advanced Ecommence reporting

  If your website’s overall purpose is to generate revenue whether it be from an online store, asking for donations or from an online paid membership site ; the Ecommerce feature gives you comprehensive insights into your customers’ purchasing behaviours.

  

  When you use Ecommerce analytics, you heavily reduce risk when marketing your products to potential customers because you will understand who to target, what to target them with and where further opportunities exist to have the greatest impact for your business. Learn more

  Key takeaway

  Having the tools to ensure you’re creating a well planned acquisition strategy is key to attracting and capturing the attention of potential visitors/leads, and then 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.

  TRY IT FOR FREE

  Want to learn how to increase engagement with Matomo ? Look out for part 2 ! We’ll go through how you can boost engagement on your website via web analytics.

• Create an audio file and fill it with the RTP package payload using ffmpeg

  24 août 2020, par WithoutExperience

  My task is to extract the payload of an RTP packet and save it as an audio file. In my case, I get the payload type - 8 (PCMA). I process RTP packets and store all the payload in a separate buffer. After that, I have to process this buffer and create an audio file. And that's my problem :(

  


  First, the specification says that in payload 8 (PCMA), audio samples are U8(bitRate / clockRate = 64000 / 8000) in size. But I can't even find a decoder for this sample size. What might be the problem ?

  


  Second, if I create synthetic sound, I can't record it in mka audio format.

  


  As a cheat sheet, I use this link.

  


  Based on this example, I wrote something similar :

  


  
class AudioGenerater
{
public:

    enum AudioFormatType
    {
        AudioFormat_WAV,
        AudioFormat_MP3
    };

public:

    AudioGenerater();
   ~AudioGenerater() = default;

    void generateAudioFileWithOptions(
            QString        fileName,
            QByteArray     pcmData,
            AVCodecID      codecID,
            int            channel,
            int            bitRate,
            int            sampleRate,
            AVSampleFormat format);

private:

    // init Format
    bool initFormat(QString audioFileName);

private:

    AVCodec         *m_AudioCodec        = nullptr;
    AVCodecContext  *m_AudioCodecContext = nullptr;
    AVFormatContext *m_FormatContext     = nullptr;
    AVOutputFormat  *m_OutputFormat      = nullptr;
};



  


  Cpp file :

  


  AudioGenerater::AudioGenerater()
{
    av_register_all();
    avcodec_register_all();
}

bool AudioGenerater::initFormat(QString audioFileName)
{
     // Create an output Format context
    int result = avformat_alloc_output_context2(&m_FormatContext, nullptr, nullptr, audioFileName.toLocal8Bit().data());
    if (result < 0) {
        return false;
    }

    m_OutputFormat = m_FormatContext->oformat;

     // Create an audio stream
    AVStream *audioStream = avformat_new_stream(m_FormatContext, m_AudioCodec);
    if (audioStream == nullptr) {
        avformat_free_context(m_FormatContext);
        return false;
    }

     // Set the parameters in the stream
    audioStream->id = m_FormatContext->nb_streams - 1;
    audioStream->time_base = { 1, 64000 };
    result = avcodec_parameters_from_context(audioStream->codecpar, m_AudioCodecContext);
    if (result < 0) {
        avformat_free_context(m_FormatContext);
        return false;
    }

     // Print FormatContext information
    av_dump_format(m_FormatContext, 0, audioFileName.toLocal8Bit().data(), 1);

     // Open file IO
    if (!(m_OutputFormat->flags & AVFMT_NOFILE)) {
        result = avio_open(&m_FormatContext->pb, audioFileName.toLocal8Bit().data(), AVIO_FLAG_WRITE);
        if (result < 0) {
            avformat_free_context(m_FormatContext);
            return false;
        }
    }

    return true;
}

void AudioGenerater::generateAudioFileWithOptions(
        QString _fileName,
        QByteArray _pcmData,
        AVCodecID _codecID,
        int _channel,
        int _bitRate,
        int _sampleRate,
        AVSampleFormat _format)
{
    AVCodecID codecID = _codecID;
    // Find Codec
    m_AudioCodec = avcodec_find_encoder(codecID);
    if (m_AudioCodec == nullptr) {
        return;
    }

     // Create an encoder context
    m_AudioCodecContext = avcodec_alloc_context3(m_AudioCodec);
    if (m_AudioCodecContext == nullptr){
        return;
    }

        // Setting parameters
    m_AudioCodecContext->bit_rate    = _bitRate;
    m_AudioCodecContext->sample_rate = _sampleRate;
    m_AudioCodecContext->sample_fmt  = _format;
    m_AudioCodecContext->channels    = _channel;


    m_AudioCodecContext->channel_layout = av_get_default_channel_layout(_channel);
    m_AudioCodecContext->flags |= AV_CODEC_FLAG_GLOBAL_HEADER;

     // Turn on the encoder
    int result = avcodec_open2(m_AudioCodecContext, m_AudioCodec, nullptr);
    if (result < 0) {
        avcodec_free_context(&m_AudioCodecContext);
        if (m_FormatContext != nullptr)
            avformat_free_context(m_FormatContext);
        return;
    }

     // Create a package
    if (!initFormat(_fileName)) {
        avcodec_free_context(&m_AudioCodecContext);
        if (m_FormatContext != nullptr)
            avformat_free_context(m_FormatContext);
        return;
    }

     // write to the file header
    result = avformat_write_header(m_FormatContext, nullptr);
    if (result < 0) {
        avcodec_free_context(&m_AudioCodecContext);
        if (m_FormatContext != nullptr)
            avformat_free_context(m_FormatContext);
        return;
    }

     // Create Frame
    AVFrame *frame = av_frame_alloc();
    if (frame == nullptr) {
        avcodec_free_context(&m_AudioCodecContext);
        if (m_FormatContext != nullptr)
            avformat_free_context(m_FormatContext);
        return;
    }

    int nb_samples = 0;
    if (m_AudioCodecContext->codec->capabilities & AV_CODEC_CAP_VARIABLE_FRAME_SIZE) {
        nb_samples = 10000;
    }
    else {
        nb_samples = m_AudioCodecContext->frame_size;
    }

    // Set the parameters of the Frame
    frame->nb_samples = nb_samples;
    frame->format = m_AudioCodecContext->sample_fmt;
    frame->channel_layout = m_AudioCodecContext->channel_layout;

    // Apply for data memory
    result = av_frame_get_buffer(frame, 0);
    if (result < 0)
    {
        av_frame_free(&frame); {
            avcodec_free_context(&m_AudioCodecContext);
            if (m_FormatContext != nullptr)
                avformat_free_context(m_FormatContext);
            return;
        }
    }

    // Set the Frame to be writable
    result = av_frame_make_writable(frame);
    if (result < 0)
    {
        av_frame_free(&frame); {
            avcodec_free_context(&m_AudioCodecContext);
            if (m_FormatContext != nullptr)
                avformat_free_context(m_FormatContext);
            return;
        }
    }

    int perFrameDataSize = frame->linesize[0];
    int count = _pcmData.size() / perFrameDataSize;
    bool needAddOne = false;
    if (_pcmData.size() % perFrameDataSize != 0)
    {
        count++;
        needAddOne = true;
    }

    int frameCount = 0;
    for (int i = 0; i < count; ++i)
    {
         // Create a Packet
        AVPacket *pkt = av_packet_alloc();
        if (pkt == nullptr) {
            avcodec_free_context(&m_AudioCodecContext);
            if (m_FormatContext != nullptr)
                avformat_free_context(m_FormatContext);
            return;
        }
        av_init_packet(pkt);

        if (i == count - 1)
            perFrameDataSize = _pcmData.size() % perFrameDataSize;

        // Synthesize WAV files
       memset(frame->data[0], 0, perFrameDataSize);
       memcpy(frame->data[0], &(_pcmData.data()[perFrameDataSize * i]), perFrameDataSize);


        frame->pts = frameCount++;
         // send Frame
        result = avcodec_send_frame(m_AudioCodecContext, frame);
        if (result < 0)
            continue;

         // Receive the encoded Packet
        result = avcodec_receive_packet(m_AudioCodecContext, pkt);
        if (result < 0)
        {
            av_packet_free(&pkt);
            continue;
        }

         // write to file
        av_packet_rescale_ts(pkt, m_AudioCodecContext->time_base, m_FormatContext->streams[0]->time_base);
        pkt->stream_index = 0;
        result = av_interleaved_write_frame(m_FormatContext, pkt);
        if (result < 0)
            continue;

        av_packet_free(&pkt);
    }

     // write to the end of the file
    av_write_trailer(m_FormatContext);
     // Close file IO
    avio_closep(&m_FormatContext->pb);
    // Release Frame memory
    av_frame_free(&frame);

    avcodec_free_context(&m_AudioCodecContext);
    if (m_FormatContext != nullptr)
        avformat_free_context(m_FormatContext);
}


  


  Main :

  


  int main(int argc, char *argv[])
{
    QCoreApplication a(argc, argv);
    AudioGenerater generator;
    
    av_log_set_level(AV_LOG_DEBUG);
    av_log_set_flags(av_log_get_flags());
    
    QFile file("pcma.raw");
    if (!file.open(QIODevice::ReadOnly)) {
        return EXIT_FAILURE;
    }
    QByteArray pcmaData(file.readAll());
    
    generator.generateAudioFileWithOptions(
                "test.mka",
                pcmaData,
                AV_CODEC_ID_PCM_ALAW,
                1, 64000, 8000,
                AV_SAMPLE_FMT_U8);

    return a.exec();
}



  


  After I run the program, here are the errors that come out :

  


  [pcm_alaw @ 0x19229a0] Specified sample format u8 is invalid or not supported


  


  But if I set s16p instead of U8 format :

  


  generator.generateAudioFileWithOptions(
                "test.mka",
                pcmaData,
                AV_CODEC_ID_PCM_ALAW,
                1, 64000, 8000,
                AV_SAMPLE_FMT_S16P);


  


  I get twice as fast audio track, with a lot of noise. I need a sequential instruction encoding raw audio data into an audio file. Unfortunately, I don't understand what my error is.