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• What is Behavioural Segmentation and Why is it Important ?

  28 septembre 2023, par Erin — Analytics Tips

  Amidst the dynamic landscape of web analytics, understanding customers has grown increasingly vital for businesses to thrive. While traditional demographic-focused strategies possess merit, they need to uncover the nuanced intricacies of individual online behaviours and preferences. As customer expectations evolve in the digital realm, enterprises must recalibrate their approaches to remain relevant and cultivate enduring digital relationships.

  In this context, the surge of technology and advanced data analysis ushers in a marketing revolution : behavioural segmentation. Businesses can unearth invaluable insights by meticulously scrutinising user actions, preferences and online interactions. These insights lay the foundation for precisely honed, high-performing, personalised campaigns. The era dominated by blanket, catch-all marketing strategies is yielding to an era of surgical precision and tailored engagement. 

  While the insights from user behaviours empower businesses to optimise customer experiences, it’s essential to strike a delicate balance between personalisation and respecting user privacy. Ethical use of behavioural data ensures that the power of segmentation is wielded responsibly and in compliance, safeguarding user trust while enabling businesses to thrive in the digital age.

  What is behavioural segmentation ?

  Behavioural segmentation is a crucial concept in web analytics and marketing. It involves categorising individuals or groups of users based on their online behaviour, actions and interactions with a website. This segmentation method focuses on understanding how users engage with a website, their preferences and their responses to various stimuli. Behavioural segmentation classifies users into distinct segments based on their online activities, such as the pages they visit, the products they view, the actions they take and the time they spend on a site.

  Behavioural segmentation plays a pivotal role in web analytics for several reasons :

  1. Enhanced personalisation :

  Understanding user behaviour enables businesses to personalise online experiences. This aids with delivering tailored content and recommendations to boost conversion, customer loyalty and customer satisfaction.

  2. Improved user experience :

  Behavioural segmentation optimises user interfaces (UI) and navigation by identifying user paths and pain points, enhancing the level of engagement and retention.

  3. Targeted marketing :

  Behavioural segmentation enhances marketing efficiency by tailoring campaigns to user behaviour. This increases the likelihood of interest in specific products or services.

  4. Conversion rate optimisation :

  Analysing behavioural data reveals factors influencing user decisions, enabling website optimisation for a streamlined purchasing process and higher conversion rates.

  5. Data-driven decision-making :

  Behavioural segmentation empowers data-driven decisions. It identifies trends, behavioural patterns and emerging opportunities, facilitating adaptation to changing user preferences and market dynamics.

  6. Ethical considerations :

  Behavioural segmentation provides valuable insights but raises ethical concerns. User data collection and use must prioritise transparency, privacy and responsible handling to protect individuals’ rights.

  The significance of ethical behavioural segmentation will be explored more deeply in a later section, where we will delve into the ethical considerations and best practices for collecting, storing and utilising behavioural data in web analytics. It’s essential to strike a balance between harnessing the power of behavioural segmentation for business benefits and safeguarding user privacy and data rights in the digital age.

  

  Different types of behavioural segments with examples

  1. Visit-based segments : These segments hinge on users’ visit patterns. Analyse visit patterns, compare first-time visitors to returning ones, or compare users landing on specific pages to those landing on others.
     • Example : The real estate website Zillow can analyse how first-time visitors and returning users behave differently. By understanding these patterns, Zillow can customise its website for each group. For example, they can highlight featured listings and provide navigation tips for first-time visitors while offering personalised recommendations and saved search options for returning users. This could enhance user satisfaction and boost the chances of conversion.
  2. Interaction-based segments : Segments can be created based on user interactions like special events or goals completed on the site.
     • Example : Airbnb might use this to understand if users who successfully book accommodations exhibit different behaviours than those who don’t. This insight could guide refinements in the booking process for improved conversion rates.
  3. Campaign-based segments : Beyond tracking visit numbers, delve into usage differences of visitors from specific sources or ad campaigns for deeper insights.
     • Example : Nike might analyse user purchase behaviour from various traffic sources (referral websites, organic, direct, social media and ads). This informs marketing segmentation adjustments, focusing on high-performance channels. It also customises the website experience for different traffic sources, optimising content, promotions and navigation. This data-driven approach could boost user experiences and maximise marketing impact for improved brand engagement and sales conversions.
  4. Ecommerce segments : Separate users based on purchases, even examining the frequency of visits linked to specific products. Segment heavy users versus light users. This helps uncover diverse customer types and browsing behaviours.
     • Example : Amazon could create segments to differentiate between visitors who made purchases and those who didn’t. This segmentation could reveal distinct usage patterns and preferences, aiding Amazon in tailoring its recommendations and product offerings.
  5. Demographic segments : Build segments based on browser language or geographic location, for instance, to comprehend how user attributes influence site interactions.
     • Example : Netflix can create user segments based on demographic factors like geographic location to gain insight into how a visitor’s location can influence content preferences and viewing behaviour. This approach could allow for a more personalised experience.
  6. Technographic segments : Segment users by devices or browsers, revealing variations in site experience and potential platform-specific issues or user attitudes.
     • Example : Google could create segments based on users’ devices (e.g., mobile, desktop) to identify potential issues in rendering its search results. This information could be used to guide Google in providing consistent experiences regardless of device.

  

  The importance of ethical behavioural segmentation

  Respecting user privacy and data protection is crucial. Matomo offers features that align with ethical segmentation practices. These include :

  • Anonymization : Matomo allows for data anonymization, safeguarding individual identities while providing valuable insights.
  • GDPR compliance : Matomo is GDPR compliant, ensuring that user data is handled following European data protection regulations.
  • Data retention and deletion : Matomo enables businesses to set data retention policies and delete user data when it’s no longer needed, reducing the risk of data misuse.
  • Secured data handling : Matomo employs robust security measures to protect user data, reducing the risk of data breaches.

  Real-world examples of ethical behavioural segmentation :

  1. Content publishing : A leading news website could utilise data anonymization tools to ethically monitor user engagement. This approach allows them to optimise content delivery based on reader preferences while ensuring the anonymity and privacy of their target audience.
  2. Non-profit organisations : A charity organisation could embrace granular user control features. This could be used to empower its donors to manage their data preferences, building trust and loyalty among supporters by giving them control over their personal information.

  

  Examples of effective behavioural segmentation

  Companies are constantly using behavioural insights to engage their audiences effectively. In this section, we’ll delve into real-world examples showcasing how top companies use behavioural segmentation to enhance their marketing efforts.

  

  1. Coca-Cola’s behavioural insights for marketing strategy : Coca-Cola employs behavioural segmentation to evaluate its advertising campaigns. Through analysing user engagement across TV commercials, social media promotions and influencer partnerships, Coca-Cola’s marketing team can discover that video ads shared by influencers generate the highest ROI and web traffic.

     This insight guides the reallocation of resources, leading to increased sales and a more effective advertising strategy.

  2. eBay’s custom conversion approach : eBay excels in conversion optimisation through behavioural segmentation. When users abandon carts, eBay’s dynamic system sends personalised email reminders featuring abandoned items and related recommendations tailored to user interests and past purchase decisions.

     This strategy revives sales, elevates conversion rates and sparks engagement. eBay’s adeptness in leveraging behavioural insights transforms user experience, steering a customer journey toward conversion.

  3. Sephora’s data-driven conversion enhancement : Data analysts can use Sephora’s behavioural segmentation strategy to fuel revenue growth through meticulous data analysis. By identifying a dedicated subset of loyal customers who exhibit a consistent preference for premium skincare products, data analysts enable Sephora to customise loyalty programs.

     These personalised rewards programs provide exclusive discounts and early access to luxury skincare releases, resulting in heightened customer engagement and loyalty. The data-driven precision of this approach directly contributes to amplified revenue from this specific customer segment.

  Examples of the do’s and don’ts of behavioural segmentation 

  

  Behavioural segmentation is a powerful marketing and data analysis tool, but its success hinges on ethical and responsible practices. In this section, we will explore real-world examples of the do’s and don’ts of behavioural segmentation, highlighting companies that have excelled in their approach and those that have faced challenges due to lapses in ethical considerations.

  Do’s of behavioural segmentation :

  • Personalised messaging :
    • Example : Spotify
      • Spotify’s success lies in its ability to use behavioural data to curate personalised playlists and user recommendations, enhancing its music streaming experience.
  • Transparency :
    • Example : Basecamp
      • Basecamp’s transparency in sharing how user data is used fosters trust. They openly communicate data practices, ensuring users are informed and comfortable.
  • Anonymization
    • Example : Matomo’s anonymization features
      • Matomo employs anonymization features to protect user identities while providing valuable insights, setting a standard for responsible data handling.
  • Purpose limitation :
    • Example : Proton Mail
      • Proton Mail strictly limits the use of user data to email-related purposes, showcasing the importance of purpose-driven data practices.
  • Dynamic content delivery : 
    • Example : LinkedIn
      • LinkedIn uses behavioural segmentation to dynamically deliver job recommendations, showcasing the potential for relevant content delivery.
  • Data security :
    • Example : Apple
      • Apple’s stringent data security measures protect user information, setting a high bar for safeguarding sensitive data.
  • Adherence to regulatory compliance : 
    • Example : Matomo’s regulatory compliance features
      • Matomo’s regulatory compliance features ensure that businesses using the platform adhere to data protection regulations, further promoting responsible data usage.

  Don’ts of behavioural segmentation :

  • Ignoring changing regulations
    • Example : Equifax
      • Equifax faced major repercussions for neglecting evolving regulations, resulting in a data breach that exposed the sensitive information of millions.
  • Sensitive attributes
    • Example : Twitter
      • Twitter faced criticism for allowing advertisers to target users based on sensitive attributes, sparking concerns about user privacy and data ethics.
  • Data sharing without consent
    • Example : Meta & Cambridge Analytica
      • The Cambridge Analytica scandal involving Meta (formerly Facebook) revealed the consequences of sharing user data without clear consent, leading to a breach of trust.
  • Lack of control
    • Example : Uber
      • Uber faced backlash for its poor data security practices and a lack of control over user data, resulting in a data breach and compromised user information.
  • Don’t be creepy with invasive personalisation
    • Example : Offer Moment
      • Offer Moment’s overly invasive personalisation tactics crossed ethical boundaries, unsettling users and eroding trust.

  These examples are valuable lessons, emphasising the importance of ethical and responsible behavioural segmentation practices to maintain user trust and regulatory compliance in an increasingly data-driven world.

  Continue the conversation

  Diving into customer behaviours, preferences and interactions empowers businesses to forge meaningful connections with their target audience through targeted marketing segmentation strategies. This approach drives growth and fosters exceptional customer experiences, as evident from the various common examples spanning diverse industries.

  In the realm of ethical behavioural segmentation and regulatory compliance, Matomo is a trusted partner. Committed to safeguarding user privacy and data integrity, our advanced web analytics solution empowers your business to harness the power of behavioral segmentation, all while upholding the highest standards of compliance with stringent privacy regulations.

  To gain deeper insight into your visitors and execute impactful marketing campaigns, explore how Matomo can elevate your efforts. Try Matomo free for 21-days, no credit card required. 

• Understanding Data Processing Agreements and How They Affect GDPR Compliance

  9 octobre 2023, par Erin — GDPR

  The General Data Protection Regulation (GDPR) impacts international organisations that conduct business or handle personal data in the European Union (EU), and they must know how to stay compliant.

  One way of ensuring GDPR compliance is through implementing a data processing agreement (DPA). Most businesses overlook DPAs when considering ways of maintaining user data security. So, what exactly is a DPA’s role in ensuring GDPR compliance ?

  In this article, we’ll discuss DPAs, their advantages, which data protection laws require them and the clauses that make up a DPA. We’ll also discuss the consequences of non-compliance and how you can maintain GDPR compliance using Matomo.

  What is a data processing agreement ?

  A data processing agreement, data protection agreement or data processing addendum is a contractual agreement between a data controller (a company) and a data processor (a third-party service provider.) It defines each party’s rights and obligations regarding data protection.

  A DPA also defines the responsibilities of the controller and the processor and sets out the terms they’ll use for data processing. For instance, when MHP/Team SI sought the services of Matomo (a data processor) to get reliable and compliant web analytics, a DPA helped to outline their responsibilities and liabilities.

  A DPA is one of the basic requirements for GDPR compliance. The GDPR is an EU regulation concerning personal data protection and security. The GDPR is binding on any company that actively collects data from EU residents or citizens, regardless of their location.

  As a business, you need to know what goes into a DPA to identify possible liabilities that may arise if you don’t comply with European data protection laws. For example, having a recurrent security incident can lead to data breaches as you process customer personal data.

  The average data breach cost for 2023 is $4.45 million. This amount includes regulatory fines, containment costs and business losses. As such, a DPA can help you assess the organisational security measures of your data processing methods and define the protocol for reporting a data breach.

  Why is a DPA essential for your business ?

  If your company processes personal data from your customers, such as contact details, you need a DPA to ensure compliance with data security laws like GDPR. You’ll also need a DPA to hire a third party to process your data, e.g., through web analytics or cloud storage.

  But what are the benefits of having a DPA in place ?

  

  A key benefit of signing a DPA is it outlines business terms with a third-party data processor and guarantees compliance with the relevant data privacy laws. A DPA also helps to create an accountability framework between you and your data processor by establishing contractual obligations.

  Additionally, a DPA helps to minimise the risk of unauthorised access to sensitive data. A DPA defines organisational measures that help protect the rights of individuals and safeguard personal data against unauthorised disclosure. Overall, before choosing a data processor, having a DPA ensures that they are capable, compliant and qualified.

  More than 120 countries have already adopted some form of international data protection laws to protect their citizens and their data better. Hence, knowing which laws require a DPA and how you can better ensure compliance is important.

  Which data protection laws require a DPA ?

  Regulatory bodies enact data protection laws to grant consumers greater control over their data and how businesses use it. These laws ensure transparency in data processing and compliance for businesses.

  

  The following are some of the relevant data privacy laws that require you to have a DPA :

  • UK GDPR
  • Brazil LGPD
  • EU GDPR
  • Dubai PDPA
  • Colorado CPA
  • California CCPA/CPRA
  • Virginia VCDPA
  • Connecticut DPA
  • South African POPIA
  • Thailand PDPA

  Companies that don’t adhere to these data protection obligations usually face liabilities such as fines and penalties. With a DPA, you can set clear expectations regarding data processing between you and your customers.

  Review and update any DPAs with third-party processors to ensure compliance with GDPR and the laws we mentioned above. Additionally, confirm that all the relevant clauses are present for compliance with relevant data privacy laws. 

  So, what key data processing clauses should you have in your DPA ? Let’s take a closer look in the next section.

  Key clauses in a data processing agreement

  GDPR provides some general recommendations for what you should state in a DPA.

  

  Here are the elements you should include :

  Data processing specifications

  Your DPA should address the specific business purposes for data processing, the duration of processing and the categories of data under processing. It should also clearly state the party responsible for maintaining GDPR compliance and who the data subjects are, including their location and nationality.

  Your DPA should also address the data processor and controller’s responsibilities concerning data deletion and contract termination.

  Role of processor

  Your DPA should clearly state what your data processor is responsible for and liable for. Some key responsibilities include record keeping, reporting breaches and maintaining data security.

  Other roles of your data processor include providing you with audit opportunities and cooperating with data protection authorities during inquiries. If you decide to end your contract, the data processor is responsible for deleting or returning data, depending on your agreement.

  Role of controller

  Your DPA should inform the responsibilities of the data controller, which typically include issuing processing instructions to the data processor and directing them on how to handle data processing.

  Your DPA should let you define the lawful data processes the data processor should follow and how you’ll uphold the data protection rights of individuals’ sensitive data.

  Organisational and technical specifications

  Your DPA should define specifications such as how third-party processors encrypt, access and test personal data. It should also include specifications on how the data processor and controller will maintain ongoing data security through various factors such as :

  • State of the technology : Do ‌third-party processors have reliable technology, and can they ensure data security within their systems ?
  • Costs of implementation : Does the data controller’s budget allow them to seek third-party services from industry-leading providers who can guarantee a certain level of security ?
  • Variances in users’ personal freedom : Are there privacy policies and opt-out forms for users to express how they want companies to use their sensitive data ?

  Moreover, your DPA should define how you and your data processor will ensure the confidentiality, availability and integrity of data processing services and systems.

  What are the penalties for DPA GDPR non-compliance ?

  Regulators use GDPR’s stiff fines to encourage data controllers and third-party processors to follow‌ best data security practices. One way of maintaining compliance is through drafting up a DPA with your data processor.

  The DPA should clearly outline the necessary legal requirements and include all the relevant clauses mentioned above. Understand what goes into this agreement since data protection authorities can hold your business accountable for a breach — even if a processor’s error caused it.

  Data protection authorities can issue penalties now that the GDPR is in place. For example, according to Article 83 of the GDPR, penalties for data or privacy breaches or non-compliance can amount to up to €20 million or 4% of your annual revenue.

  There are two tiers of fines : tier one and tier two. Violations related to data processors typically attract fines on the tier-one level. Tier one fines can cost your business €10 million or 2% of your company’s global revenue.

  Tier-two fines result from infringement of the right to forget and the right to privacy of your consumer. Tier-two fines can cost your business up to €20 million or 4% of your company’s global revenue.

  GDPR fines make non-compliance an expensive mistake for businesses of all sizes. As such, signing a DPA with any party that acts as a data processor for your business can help you remain GDPR-compliant.

  How a DPA can help your business remain GDPR compliant

  A DPA can help your business define and adhere to lawful data processes.

  

  So, in what other ways can a DPA help you to remain compliant with GDPR ? Let’s take a look !

  1. Assess data processor’s compliance

  Having a DPA helps ensure that the data processor you are working with is GDPR-compliant. You should check if they have a DPA and confirm the processor’s terms of service and legal basis.

  For example, if you want an alternative to Google Analytics that’s GDPR compliant, then you can opt for Matomo. Matomo features a DPA, which you can agree to when you sign up for web analytics services or later.

  2. Establish lawful data processes

  A DPA can also help you review your data processes to ensure they’re GDPR compliant. For example, by defining lawful data processes, you better understand personally identifiable information (PII) and how it relates to data privacy.

  Further, you can allow users to opt out of sharing their data. As such, Matomo can help you to enable Do Not Track preferences on your website.

  

  With this feature, users are given the option to opt in or out of tracking via a toggle in their respective browsers.

  Indeed, establishing lawful data processes helps you define the specific business purposes for collecting and processing personal data. By doing so, you get to notify your users why you need their data and get their consent to process it by including a GDPR-compliant privacy policy on your website.

  3. Anonymise your data

  Global privacy laws like GDPR and ePrivacy mandate companies to display cookie banners or seek consent before tracking visitors’ data. You can either include a cookie consent banner on your site or stop tracking cookies to follow the applicable regulations.

  Further, you can enable cookie-less tracking or easily let users opt out. For example, you can use Matomo without a cookie consent banner, exempting it from many countries’ privacy rules.

  Additionally, through a DPA, you can define organisational measures that define how you’ll anonymise all your users’ data. Matomo can help you anonymise IP addresses, and we recommend that you at least anonymise the last two bytes.

  

  As one of the few web analytics tools you can use to collect data without tracking consent, Matomo also has the French Data Protection Authority (CNIL) approval.

  4. Assess the processor’s bandwidth

  Having a DPA can help you implement data retention policies that show clear retention periods. Such policies are useful when ending a contract with a third-party service provider and determining how they should handle your data.

  A DPA also helps you ensure the processor has the necessary technology to store personal data securely. You can conduct an audit to understand possible vulnerabilities and your data processor’s technological capacity.

  5. Obtain legal counsel

  When drafting a DPA, it’s important to get a consultation on what is needed to ensure complete compliance. Obtaining legal counsel points you in the right direction so you don’t make any mistakes that may lead to non-compliance.

  Conclusion

  Businesses that process users’ data are subject to several DPA contract requirements under GDPR. One of the most important is having DPAs with every third-party provider that helps them perform data processing.

  It’s important to stay updated on GDPR requirements for compliance. As such, Matomo can help you maintain lawful data processes. Matomo gives you complete control over your data and complies with GDPR requirements.

  To get started with Matomo, you can sign up for a 21-day free trial. No credit card required.

  Disclaimer

  We are not lawyers and don’t claim to be. The information provided here is to help give an introduction to GDPR. We encourage every business and website to take data privacy seriously and discuss these issues with your lawyer if you have any concerns.

• 5-Step Conversion Rate Optimisation Checklist

  27 octobre 2023, par Erin

  Did you know the average conversion rate across e-commerce businesses in August 2023 was 2.03% ? In the past year, conversion rates have increased by 0.39%.

  Make no mistake. Just because conversion rates are higher this year doesn’t make it any easier to convert visitors.

  Cracking the secrets to improving conversion rates is crucial to running a successful website or business.

  Your site is the digital headquarters all of your marketing efforts funnel toward. With every visitor comes an opportunity to convert them into a lead (or sale).

  Keep reading if you want to improve your lead generation or convert more visitors into customers. In this article, we’ll break down a simple five-step conversion rate optimisation checklist you need to follow to maximise your conversions.

  What is conversion rate optimisation ?

  Before we dive into the steps you need to follow to optimise your conversions, let’s back up and talk conversion rate optimisation.

  

  Conversion rate optimisation, or CRO for short, is the process of increasing the number of website visitors who take a specific action. 

  In most cases, this means :

  • Turning more visitors into leads by getting them to join an email list
  • Convincing a visitor to fill out a contact form for a consultation
  • Converting a visitor into a paying customer by purchasing a product

  However, conversion rate optimisation can be used for any action you want someone to take on your site. That could be downloading a free guide, clicking on a specific link, commenting on a blog post or sharing your website with a friend.

  Why following a CRO checklist is important

  Conversion rate optimisation is both a valuable practice and an absolute necessity for any business or marketer. While it can be a bit complex, especially when you start diving into A/B testing, there are a variety of advantages :

  Get the most out of your efforts

  When all is said and done, if you can’t convert the traffic already coming to your site, dumping a ton of time and resources into traffic generation (whether paid or organic) won’t solve your problem.

  Instead, you need to look at the root of the problem : your conversion rate.

  By doubling down on conversions and following a conversion rate optimisation checklist, you’ll get the greatest result for the effort you’re already putting into your site.

  Increase audience size

  To increase your audience size, you need to increase your traffic, right ? Not exactly.

  While your audience may be considered people who have seen your content or follow you on social media, a high-value audience is one you can market to directly on an ongoing basis.

  Your website gives you the playground to convert visitors into high-value audience members. This is done by creating conversion-focused email signup forms and optimising your website for sale conversions.

  Generate more sales

  Boosting sales through CRO is the core objective. By optimising product pages, simplifying the checkout process, and employing persuasive strategies, you can systematically increase your sales and maximise the value of your existing traffic.

  Reduce customer acquisition costs (CAC)

  With conversion optimisation, you can convert a higher percentage of your website visitors into paid customers. Even if you don’t spend more on acquiring new customers, you’ll be able to generate more sales overall. 

  The result is that your customer acquisition costs will drop, allowing you to increase your total acquisitions to your customer base.

  Improve profitability

  While reduced customer acquisition costs mean you can pour more money into customer acquisition at a cheaper rate, you could simply maintain your costs while driving sales, resulting in increased profitability.

  If you can spend the same amount on acquisition but bring in 20% more customers (due to using a CRO checklist), your profit margins will automatically increase.

  5-step CRO checklist

  To double down on conversion rate optimisation, you need to follow a checklist to ensure you don’t miss any major optimisation opportunities.

  The checklist below is designed to help you systematically optimise your website, ensuring you make the most of your traffic by continuously refining its performance.

  1. Forms

  Analysing and optimising your website’s forms is crucial for enhancing conversion rates. Understanding how visitors interact with your forms can uncover pain points and help you streamline the conversion process.

  Ever wonder where your visitors drop off on your forms ? It could be due to lengthy, time-consuming fields or overly complex forms, leading to a frustrating user experience and lower conversion rate. Whatever the reason, you need the right tools to uncover the root of the issue.

  By leveraging Form Analytics, you gain powerful insights into user behaviour and can identify areas where people may encounter difficulties.

  Form Analytics provides the insights to discover :

  • Average time spent on each field : This metric helps you understand where users may be struggling or spending too much time. By optimising these fields, you can streamline the form, reduce user frustration and increase conversions.
  • Identifying drop-off points : Understanding where users drop off provides insights into which form fields may need improvement. Addressing these drop-off points can increase the conversion rate.
  • Unneeded fields with a high blank submission rate : Discovering fields left blank upon submission can highlight areas for simplification. By eliminating unnecessary fields, you can create more concise and user-friendly forms that may entice more visitors to engage with the form.

  

  Hear first-hand how Concrete CMS achieve 3x more leads with insights from Form Analytics. 

  These data-driven insights empower you to optimise your forms, remove guesswork and settle debates about form design. By fine-tuning and streamlining your forms, you can ensure a smoother path to conversion and maximise your success in converting more visitors.

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

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  2. Copywriting

  Another crucial element you need to test is your copywriting. Your copywriting is the foundation of your entire website. It helps communicate to your audience what you have to offer and why they need to take action.

  You need to ensure you have a good offer. This isn’t just the product or service you’re putting out there. It’s the complete package. It includes the product, rewards, a unique guarantee, customer service, packaging and promotions.

  Start testing your copy with your headlines. Look at the headers and test different phrases to convert more potential customers into paying customers.

  Here are a few tips to optimise your copy for more conversions :

  • Ensure copy is relevant to your headline and vice versa.
  • Write short words, short sentences and short paragraphs.
  • Use bullets and subheaders to make the copy easy to skim.
  • Don’t focus too heavily on optimising for search engines (SEO). Instead, write for humans.
  • Focus on writing about benefits, not features.
  • Write about how your offer solves the pain points of your audience.

  You can test your copy in several areas once you’ve begun testing your headers – your subheaders, body copy, signup forms and product pages (if you’re e-commerce).

  3. Media : videos and audio

  Next, testing out different media types is crucial. This means incorporating videos and audio into your content.

  Don’t just take a random guess by throwing stuff against the wall, hoping it sticks. Instead, you should use data to develop impactful content.

  Look at your Media Analytics reports in your website analytics solution and see what media people spend the most time on. See what kind of video or audio content already impacts conversions.

  

  Humans are highly visual. You should craft your content so it’s easy to digest. Instead of covering your website in huge chunks of text, split up your copy with engaging content like videos.

  High-quality videos and audio recordings allow your readers to consume more of your content easily, and help persuade them to take action on your site.

  4. Calls to action (CTA)

  This brings us to our next point : your call to action (CTA).

  Are you trying to convert more prospects into leads ? Want to turn more leads into customers ? Trying to get more email subscribers ? Or do you want to generate more sales every month ?

  You could write the most compelling offer flooded with beautiful images, videos and CRO tactics. But your efforts will go to waste if you don’t include a compelling CTA.

  

  Here are a few tips to optimise your CTAs :

  • Keep them congruent on a single web page (e.g., don’t sell a hat and a sweater on the same page, as it can be confusing).
  • Place at least one CTA above the fold on your web pages.
  • Include benefits in your CTA. Rather than “Buy Now,” try “Buy Now to Get 30% Off.”
  • It’s better to be clear and concise than too fancy and unique.

  Optimising your call to action isn’t just about your copywriting. It’s also about design. Test different fonts, sizes, and visual elements like borders, icons and background colours.

  5. Web design

  Your site design will impact how well your visitors convert. You could have incredible copywriting, but if your site is laid out poorly, it will drive people away.

  You must ensure your copy and visual content fit your website design well.

  The first place you need to start with your site is your homepage design.

  Your site design consists of the theme or template, colour scheme and other visual elements that can be optimised to improve conversions.

  Here are a few tips to keep in mind when optimising your website design :

  • Use a colour scheme that’s pleasant rather than too distracting or extreme.
  • Ensure your design doesn’t remove the text’s clarity but makes it easier to read.
  • When in doubt, start with black text on a white background (the opposite rarely works).
  • Keep plenty of whitespace in between design elements.
  • When in doubt about font size, start by testing a larger size.
  • Design mobile-first rather than desktop-first.

  Finally, it’s critical to ensure your website is easy to navigate. Good design is all about the user experience. Is it easy to find what they’re looking for ? Simplify steps to reduce the need to click, and your conversions will increase.

  Start optimising your website for conversions

  If you’re looking to get the most out of the traffic on your site by converting more visitors into leads or customers, following this 5-step CRO checklist will help you take steps in the right direction.

  Just remember conversion rate optimisation is an ongoing process. It’s not a one-time deal. To succeed, you need to test quickly, analyse the impact and do more of what’s working and less of what’s not.

  To optimise your website for better conversion rates, you need the right tools that provide accurate data and insights to effectively increase conversions. With Matomo, you gain access to web analytics and CRO features like Form Analytics and Media Analytics, designed to enhance your conversion rate optimisation efforts. 

  Try Matomo free for 21 days and take your conversion rate to the next level. No credit card required.

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