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• Getting small file size from ffmpeg [duplicate]

  20 février 2020, par sukach

  I am not an ffmpeg expert. I am trying to get some movies converted to a smaller DIVX file for a cheap portable DVD player for a family trip. The movies are for my kids so I’m not too concerned about quality.

  The DVD player is a 10.1", 1024x600 screen. It says it supports DIVX/MPEG2 files. It took me a lot of experimentation to get the right ffmpeg settings to even get it to work, but I found another answer that provided a very complex set of parameters that ultimately worked.

  I have converted about 20 movies with this setting and every one results in a file size of 1.1GB. I have tried different file sizes and crf settings and it is the same every time.

  Here is an example. First, the original file :

  General
  
  Complete name                            : Charlotte's Web.m4v
  
  Format                                   : MPEG-4
  
  Format profile                           : Base Media / Version 2
  
  Codec ID                                 : mp42 (isom/iso2/avc1/mp41)
  
  File size                                : 4.17 GiB
  
  Duration                                 : 1 h 36 min
  
  Overall bit rate mode                    : Variable
  
  Overall bit rate                         : 6 161 kb/s
  
  Movie name                               : Charlotte's Web
  
  Performer                                : Julia Roberts, Steve Buscemi, John Cleese, Oprah Winfrey, Cedric the Entertainer, Reba McEntire, Kathy Bates, Robert Redford, Thomas Haden Church, André Benjamin, Dominic Scott Kay, Sam Shepard, Abraham Benrubi, Dakota Fanning, Kevin Anderson, Essie Davis, Siobhan Fallon, Louis Corbett, Robyn Arthur, Julian O'Donnell, Gary Basaraba, Nate Mooney, Nicholas Bell, Beau Bridges, Teague Rook, Julia Zemiro, Denise Kirby, Robert Plazek, Joseph Lotesto, Michael Roland, Don Bridges, Ian Watkin, Joel McCrary, Brian Stepanek, Fred Tatasciore, Bradley White, Maia Kirkpatrick, Jennessa Rose, Briana Hodge, Dale Azzopardi, Geoff Burgess, Ella Scott Lynch, Greg Marian, Stefano Mazzeo, Elizabeth Saunders
  
  Director                                 : Gary Winick
  
  Actor                                    : Julia Roberts / Steve Buscemi / John Cleese / Oprah Winfrey / Cedric the Entertainer / Reba McEntire / Kathy Bates / Robert Redford / Thomas Haden Church / André Benjamin / Dominic Scott Kay / Sam Shepard / Abraham Benrubi / Dakota Fanning / Kevin Anderson / Essie Davis / Siobhan Fallon / Louis Corbett / Robyn Arthur / Julian O'Donnell / Gary Basaraba / Nate Mooney / Nicholas Bell / Beau Bridges / Teague Rook / Julia Zemiro / Denise Kirby / Robert Plazek / Joseph Lotesto / Michael Roland / Don Bridges / Ian Watkin / Joel McCrary / Brian Stepanek / Fred Tatasciore / Bradley White / Maia Kirkpatrick / Jennessa Rose / Briana Hodge / Dale Azzopardi / Geoff Burgess / Ella Scott Lynch / Greg Marian / Stefano Mazzeo / Elizabeth Saunders
  
  Screenplay by                            : Karey Kirkpatrick / Susannah Grant / Earl Hamner / Jr. / E.B. White
  
  Producer                                 : Julia Pistor / Jordan Kerner / Paul Neesan / Edgar M. Bronfman / Bernard Williams / Tony Winley
  
  Genre                                    : Comedy
  
  ContentType                              : Short Film
  
  Description                              : Wilbur the pig is scared of the end of the season, because he knows that come that time, he will end up on the dinner table. He hatches a plan with Charlotte, a spider that lives in his pen, to ensure that this will never happen.
  
  Recorded date                            : UTC 2006-12-15 11:00:00
  
  Encoded date                             : UTC 2017-01-23 02:37:54
  
  Tagged date                              : UTC 2017-01-24 01:19:52
  
  Writing application                      : HandBrake 1.0.1 2016122900
  
  Cover                                    : Yes
  
  LongDescription                          : Wilbur the pig is scared of the end of the season, because he knows that come that time, he will end up on the dinner table. He hatches a plan with Charlotte, a spider that lives in his pen, to ensure that this will never happen.
  
  ContentRating                            : mpaa|G|100|
  
  
  
  Video
  
  ID                                       : 1
  
  Format                                   : AVC
  
  Format/Info                              : Advanced Video Codec
  
  Format profile                           : High@L4
  
  Format settings                          : CABAC / 4 Ref Frames
  
  Format settings, CABAC                   : Yes
  
  Format settings, ReFrames                : 4 frames
  
  Codec ID                                 : avc1
  
  Codec ID/Info                            : Advanced Video Coding
  
  Duration                                 : 1 h 36 min
  
  Bit rate                                 : 5 691 kb/s
  
  Width                                    : 1 920 pixels
  
  Height                                   : 1 080 pixels
  
  Display aspect ratio                     : 16:9
  
  Frame rate mode                          : Variable
  
  Frame rate                               : 23.976 (24000/1001) FPS
  
  Minimum frame rate                       : 23.974 FPS
  
  Maximum frame rate                       : 23.981 FPS
  
  Color space                              : YUV
  
  Chroma subsampling                       : 4:2:0
  
  Bit depth                                : 8 bits
  
  Scan type                                : Progressive
  
  Bits/(Pixel*Frame)                       : 0.114
  
  Stream size                              : 3.86 GiB (92%)
  
  Writing library                          : x264 core 148 r2708 86b7198
  
  Encoding settings                        : cabac=1 / ref=3 / deblock=1:-1:-1 / analyse=0x3:0x113 / me=hex / subme=7 / psy=1 / psy_rd=1.00:0.15 / mixed_ref=1 / me_range=16 / chroma_me=1 / trellis=1 / 8x8dct=1 / cqm=0 / deadzone=21,11 / fast_pskip=1 / chroma_qp_offset=-3 / threads=6 / lookahead_threads=1 / sliced_threads=0 / nr=0 / decimate=1 / interlaced=0 / bluray_compat=0 / constrained_intra=0 / bframes=3 / b_pyramid=2 / b_adapt=1 / b_bias=0 / direct=1 / weightb=1 / open_gop=0 / weightp=2 / keyint=240 / keyint_min=24 / scenecut=40 / intra_refresh=0 / rc_lookahead=40 / rc=crf / mbtree=1 / crf=22.0 / qcomp=0.60 / qpmin=0 / qpmax=69 / qpstep=4 / vbv_maxrate=25000 / vbv_bufsize=31250 / crf_max=0.0 / nal_hrd=none / filler=0 / ip_ratio=1.40 / aq=1:1.00
  
  Encoded date                             : UTC 2017-01-23 02:37:54
  
  Tagged date                              : UTC 2017-01-23 02:37:54
  
  Color range                              : Limited
  
  Color primaries                          : BT.709
  
  Transfer characteristics                 : BT.709
  
  Matrix coefficients                      : BT.709
  
  Menus                                    : 4

  Here is the first encode settings :

  ffmpeg -i "$1" -sn -c:a libmp3lame -ar 48000 -ab 128k -ac 2 -c:v mpeg4 -crf 24 -vtag DIVX -vf scale=1024x600:force_original_aspect_ratio=decrease -mbd rd -flags +mv4+aic -trellis 2 -cmp 2 -subcmp 2 -g 30 -vb 1500k "$2"

  And the resulting mediainfo :

  General
  
  Complete name                            : Charlotte's Web (2006) - DIVX.avi
  
  Format                                   : AVI
  
  Format/Info                              : Audio Video Interleave
  
  Format profile                           : OpenDML
  
  File size                                : 1.11 GiB
  
  Duration                                 : 1 h 36 min
  
  Overall bit rate                         : 1 644 kb/s
  
  Movie name                               : Charlotte's Web
  
  Director                                 : Julia Roberts, Steve Buscemi, John Cleese, Oprah Winfrey, Cedric the Entertainer, Reba McEntire, Kathy Bates, Robert Redford, Thomas Haden Church, André Benjamin, Dominic Scott Kay, Sam Shepard, Abraham Benrubi, Dakota Fanning, Kevin Anderson, Essie Davis, Siobhan Fallon, Louis Corbett, Robyn Arthur, Julian O'Donnell, Gary Basaraba, Nate Mooney, Nicholas Bell, Beau Bridges, Teague Rook, Julia Zemiro, Denise Kirby, Robert Plazek, Joseph Lotesto, Michael Roland, Don Bridges, Ian Watkin, Joel McCrary, Brian Stepanek, Fred Tatasciore, Bradley White, Maia Kirkpatrick, Jennessa Rose, Briana Hodge, Dale Azzopardi, Geoff Burgess, Ella Scott Lynch, Greg Marian, Stefano Mazzeo, Elizabeth Saunders
  
  Genre                                    : Comedy
  
  Recorded date                            : UTC 2006-12-15 11:00:00
  
  Writing application                      : Lavf57.56.100
  
  
  
  Video
  
  ID                                       : 0
  
  Format                                   : MPEG-4 Visual
  
  Format profile                           : Simple@L1
  
  Format settings, BVOP                    : No
  
  Format settings, QPel                    : No
  
  Format settings, GMC                     : No warppoints
  
  Format settings, Matrix                  : Default (H.263)
  
  Codec ID                                 : DIVX
  
  Codec ID/Info                            : Project Mayo
  
  Codec ID/Hint                            : DivX 4
  
  Duration                                 : 1 h 36 min
  
  Bit rate                                 : 1 500 kb/s
  
  Width                                    : 1 024 pixels
  
  Height                                   : 576 pixels
  
  Display aspect ratio                     : 16:9
  
  Frame rate                               : 23.976 (24000/1001) FPS
  
  Color space                              : YUV
  
  Chroma subsampling                       : 4:2:0
  
  Bit depth                                : 8 bits
  
  Scan type                                : Progressive
  
  Compression mode                         : Lossy
  
  Bits/(Pixel*Frame)                       : 0.106
  
  Stream size                              : 1.02 GiB (91%)
  
  Writing library                          : Lavc57.64.100

  Here was my attempt at a smaller file size (lower crf and smaller scale setting) :

  ffmpeg -i "Charlotte's Web.m4v" -sn -c:a libmp3lame -ar 48000 -ab 128k -ac 2 -c:v mpeg4 -crf 30 -vtag DIVX -vf scale=800:480 -mbd rd -flags +mv4+aic -trellis 2 -cmp 2 -subcmp 2 -g 30 -vb 1500k "Charlotte's Web (2006) - DIVX 2.avi" 

  And the resulting mediainfo :

  General
  
  Complete name                            : Charlotte's Web (2006) - DIVX 2.avi
  
  Format                                   : AVI
  
  Format/Info                              : Audio Video Interleave
  
  Format profile                           : OpenDML
  
  File size                                : 1.11 GiB
  
  Duration                                 : 1 h 36 min
  
  Overall bit rate                         : 1 643 kb/s
  
  Movie name                               : Charlotte's Web
  
  Director                                 : Julia Roberts, Steve Buscemi, John Cleese, Oprah Winfrey, Cedric the Entertainer, Reba McEntire, Kathy Bates, Robert Redford, Thomas Haden Church, André Benjamin, Dominic Scott Kay, Sam Shepard, Abraham Benrubi, Dakota Fanning, Kevin Anderson, Essie Davis, Siobhan Fallon, Louis Corbett, Robyn Arthur, Julian O'Donnell, Gary Basaraba, Nate Mooney, Nicholas Bell, Beau Bridges, Teague Rook, Julia Zemiro, Denise Kirby, Robert Plazek, Joseph Lotesto, Michael Roland, Don Bridges, Ian Watkin, Joel McCrary, Brian Stepanek, Fred Tatasciore, Bradley White, Maia Kirkpatrick, Jennessa Rose, Briana Hodge, Dale Azzopardi, Geoff Burgess, Ella Scott Lynch, Greg Marian, Stefano Mazzeo, Elizabeth Saunders
  
  Genre                                    : Comedy
  
  Recorded date                            : UTC 2006-12-15 11:00:00
  
  Writing application                      : Lavf57.56.100
  
  
  
  Video
  
  ID                                       : 0
  
  Format                                   : MPEG-4 Visual
  
  Format profile                           : Simple@L1
  
  Format settings, BVOP                    : No
  
  Format settings, QPel                    : No
  
  Format settings, GMC                     : No warppoints
  
  Format settings, Matrix                  : Default (H.263)
  
  Codec ID                                 : DIVX
  
  Codec ID/Info                            : Project Mayo
  
  Codec ID/Hint                            : DivX 4
  
  Duration                                 : 1 h 36 min
  
  Bit rate                                 : 1 499 kb/s
  
  Width                                    : 800 pixels
  
  Height                                   : 480 pixels
  
  Display aspect ratio                     : 16:9
  
  Frame rate                               : 23.976 (24000/1001) FPS
  
  Color space                              : YUV
  
  Chroma subsampling                       : 4:2:0
  
  Bit depth                                : 8 bits
  
  Scan type                                : Progressive
  
  Compression mode                         : Lossy
  
  Bits/(Pixel*Frame)                       : 0.163
  
  Stream size                              : 1.02 GiB (91%)
  
  Writing library                          : Lavc57.64.100

  Same file size but lower resolution.

  Any ideas on what the best settings to achieve my goal ?

• How to Choose a GDPR Compliant Web Analytics Solution

  2 mars 2022, par Matthieu Aubry — Privacy

  Since the launch of GDPR, one big question has lingered around with uncertainty – is Google Analytics GDPR compliant ? The current GDPR enforcement trend happening across the EU is certainly shedding some light on this question.

  Starting with the Austrian Data Protection Authority’s ruling on Google Analytics and more recently, CNIL (the French Data Protection Authority) has followed suit by also ruling Google Analytics illegal to use. Organisations with EU-based web visitors are now scrambling to find a compliant solution.

  The French Data Protection Authority (CNIL) has already started delivering formal notices to websites using Google Analytics, so now is the time to act. According to CNIL, organisations have two options :

  1. Ceasing use of the Google Analytics functionality (under the current conditions) 
  2. Use a compliant web analytics tool that does not transfer data outside the EU

  Getting started 

  For organisations considering migrating to a compliant web analytics tool, I’ve outlined below the things you need to consider when weighing up compliant web analytics tools. Once you’ve made a choice, I’ve also included a step-by-step guide to migrating away from Google Analytics. This guide is useful regardless of which GDPR compliant analytics provider you choose.

  Before getting started, I recommend that you document your findings against the following considerations while reviewing GDPR compliant Google Analytics alternatives. This document can then be shared with your Data Protection Officer (DPO) to get their final recommendation.

  10 key considerations when selecting a GDPR compliant web analytics tools

  Many tools will claim to be GDPR compliant so it’s important that you do your due diligence and review tools against the following considerations. 

  1. Where does the tool store data ? 

  The rulings in France and Austria were based on the fact that Google Analytics stores data in the US, which does not have an adequate level of data protection. Your safest option is to find a tool that legally stores data in the EU.

  You should be able to find out where the data is stored in the organisation’s privacy policy. Generally, data storage information can be found under sections titled “Subprocessors” and “Third-party services”. Check out the Matomo Privacy Policy as an example. 

  If you’re unable to easily find this information or it’s unclear, reach out to the organisation for more information.

  2. Does the tool offer anonymous tracking ?

  Anonymous tracking comes with many benefits, including :

  • The ability to track visitors without a cookie consent screen. Due to the privacy-respecting aspect of cookieless tracking, you don’t need to worry about the extra steps involved with compliant cookie banners.
  • More accurate data. When visitors deny tracking cookies, you lose out on valuable data. With anonymous tracking there is no data lost as you don’t need consent to track.
  • Simplified GDPR compliance. With this enabled, there are fewer steps you need to take to get GDPR compliant and stay GDPR compliant.

  For those reasons, it may be important for you to select a tool that offers anonymous tracking functionalities. The level of anonymous tracking you require will depend on your situation but you should look out for tools that allow you to :

  • Disable fingerprinting 
  • Disable user profiles 
  • Anonymise data
  • Cookieless tracking

  If you want to read more about data anonymization, check out this guide on data anonymization in web analytics.

  3. Does the tool integrate with my existing tech stack ?

  You’ll want to ensure that a new web analytics tool will play well with other tools in your tech stack including things like your CMS (content management system), eCommerce shop, etc. You should list out all the existing tools that currently integrate with your Google Analytics and check that the same integrations can be re-created with the new tool, via integrations or APIs.

  If not, it could become costly trying to connect your existing tech stack to a new solution.

  4. Does the tool offer the same features and insights you are currently using in Google Analytics ? Or more, if necessary ? 

  Just because you are moving to a new web analytics platform, doesn’t mean you have to give up the insights, reports and features you’ve grown accustomed to with Google Analytics. Ensuring that a new platform provides the same features and reports that you value the most will result in a smoother transition away from Google Analytics.

  It’s unlikely that a new tool will have all of the same features as Google Analytics, so I’d recommend listing out and prioritising your business-critical features and reports. 

  If I had to guess, you probably set up Google Analytics years ago because it was the default option. Now is your chance to make the most of this switch from Google Analytics and find a tool that offers additional reports and features that better aligns with your business. If time permits, I’d highly recommend that you consider other features or reports that you might have been missing out on while using Google Analytics.

  Check out this comparison of Google Analytics vs Matomo to see side-by-side feature comparison.

  5. Does the tool accept Google Analytics data imports ? 

  The historical data in Google Analytics is a critical asset for many businesses. Fortunately, some tools accept Google Analytics data imports so you don’t lose all of the data you’ve generated over time.

  However, it’s important to note that any data you import from Google Analytics to a new tool needs to be compliant data. I’ll cover this more below.

  6. Does the tool provide conversion tracking exports ? 

  Do you invest in paid advertising ? If you do, then tracking the conversions from people clicking on these paid ads is critical in assessing your return on investment. Since sending IP addresses or other personal information to the US is illegal under GDPR, we can only assume that this will also apply to advertising pixel/conversion tracking (e.g., Facebook pixel, Google Ads conversion tracking, etc). 

  As an example, Matomo offers conversion tracking exports so you can get a better understanding of ad performance while meeting privacy laws and without requiring consent from users. See how it works with Matomo’s conversion tracking exports. 

  7. How will you train up your in-house team ? Or can you hire a contractor ?

  This is a common concern of many, and rightfully so. You’ll want to confirm what resources are readily available so you can hit the ground running with your new web analytics tool. If you’d prefer to train up your in-house team, check the provider’s site for training resources, videos, guides, etc.

  If you’d rather hire an external contractor, we recommend heading to LinkedIn, reaching out to your community or asking the provider if they have any recommendations for contractors.

  In addition, check that the provider offers technical support or a forum, in case you have specific questions and need help.   

  8. Does the tool offer self-hosting ? (optional)

  For organisations that want full control over their data and storage location, an on-premise web analytics tool will be the preferred option. From a GDPR perspective, this is also the easiest option for compliance.

  Keep in mind that this requires resources, regular maintenance, technical knowledge and/or technical consultants. If you’re unsure which option is best for your organisation, check out our on-premise vs cloud web analytics comparison breakdown.

  Find out more about self-hosting Matomo.

  9. Is the tool approved by the CNIL for tracking without consent ?

  This is an important step for websites with French users. This step will help narrow down your selection of tools. The CNIL offers a programme to identify web analytics solutions that can be used without tracking consent. The CNIL’s list of recommended web analytics tools can act as your starting point for solutions to review.

  While this step is specific to sites with French users, it can also be helpful for websites with visitors from any other EU country.

  Benefits of consent-free tracking

  There are many benefits of tracking without consent.
  

  For one, it simplifies GDPR compliance and reduces the chances of GDPR breaches and fines. Cookie consent screens have recently been the target for EU Data Protection Authorities because many websites are unknowingly serving cookie consent screens that do not meet GDPR requirements. 

  Yet another benefit, and quite possibly the most important is more accurate data. Even if a website displays a user-friendly, lawful consent screen, the majority of users will either ignore or reject cookie consent. Legally website owners can’t track anything unless the visitor gives consent. So not having a cookie consent screen ensures that every visit is tracked and your web analytics data is 100% accurate. 

  Lastly, many visitors have grown fatigued and frustrated with invasive cookie consent screens. Not having one on your site creates a user-friendly experience, which will likely result in longer user sessions and lower bounce rates.

  10. Does the tool offer a Data Processing Agreement (DPA) ? 

  Technically, any GDPR compliant web analytics tool should offer a DPA but for the sake of completeness, I’ve added this as a consideration. Double check that any tools you are looking at provide this legally binding document. This should be located in the Privacy Policy of the web analytics provider, if not reach out to request it.

  As an example, here’s Matomo’s Data Processing Agreement which can be found in our Privacy Policy under Subprocessors. 

  That wraps up the key considerations. When it comes to compliance, privacy and customer data, Matomo leads the way. We are looking forward to helping you achieve GDPR compliance easily. Start your free 21-day trial of Matomo now – no credit card required.

  Try Matomo Cloud

  A step-by-step guide to migrating from Google Analytics

  Once you’ve identified a tool that suits your needs and your Data Protection Officer (DPO) has approved, you’re ready to get started. Here’s a simple step-by-step guide with all the important steps for you to follow :

  1. Before getting started, you should sign or download the Data Processing Agreement (DPA) offered by your new web analytics provider.

  2. Register for the new tool and configure it for compliance. The provider should offer guides on how to configure for GDPR compliance. This will include things like giving your users an easy way to opt-out of all tracking, turning on cookieless tracking or asking users for consent and anonymizing data and IP addresses, for instance.

  3. Inform your organisation about the change. Whether your colleagues use the tool or not, it’s important that you share information about the new tool with your staff. Let them know what the tool will be used for, who will use the tool and how it complies with GDPR. 

  4. Let your DPO know that you’ve removed Google Analytics and have implemented the new tool.

  5. Update your records of processing activities to include the new tool.

  6. Update your privacy policy. You’ll need to include details about the web analytics provider, where the data is stored, what data is being collected, how long the data will be stored and why the data is being collected. The web analytics tool should readily have this information for you.

  As an example, if you decide to use Matomo as your web analytics tool, we provide a Privacy Policy template for you to use on your site and a guide on how to complete your privacy policy under GDPR with Matomo. Note that these are only applicable if you are using Matomo.

  In addition, if the tool has an opt-out feature, you will also need to put the opt-out into the privacy policy (e.g., when using cookieless tracking).

  7. Now, the exciting part. Add the tracking code to your site by following the steps provided by the web analytics tool. 

  If you’re not comfortable with this step, the provider should offer steps to do this and you can share this with your web developer.

  8. Once added, login to your tool and check to see if traffic is being tracked.

  9. If your tool does not offer Google Analytics data imports or you do not need the historical data in your new tool, go to step 11. 

  To plan for your Google Analytics data migration, you’ll first need to establish what historical data is compliant with GDPR.

  For example, you shouldn’t import any data stored beyond the retention period established in your Privacy Policy or any personally identifiable information (PII) like IP addresses that aren’t anonymised. Discuss this further with your DPO.

  10. Once you’ve established what data you can legally import, then you can begin the import. Follow the steps provided by your new web analytics solution provider.

  11. Remove Google Analytics tracking code from your site. This will stop the collection of your visitors data by Google as well as slightly increase the page load speed.

  If you still haven’t made a choice yet, try Matomo free for 21-days and see why over 1 million websites choose Matomo. 

• Conversion Funnel Optimisation : 10 Ways to Convert More

  24 janvier 2024, par Erin

  Converting leads into happy customers is the ultimate goal of any sales and marketing team. But there are many steps in between those two events, or in other words, funnel stages. 

  Your sales funnel includes all the steps you take to make your audience aware of your product or services and convince them to purchase. Conversion funnel optimisation strategies can help you move users through the stages of your sales funnel. 

  This article will show you how to optimise your conversion funnel and boost sales — no matter how your funnel looks. We’ll go over practical tips you can implement and how you can analyse and measure results.

  Let’s get started.

  What is conversion funnel optimisation ? 

  Conversion funnel optimisation is the strategic and ongoing process of refining and improving the different stages of a sales or marketing funnel to increase the rate at which users complete desired actions.

  A sales funnel represents the stages a potential customer goes through before purchasing. 

  The typical stages of a sales funnel include :

  • Awareness : At the top of the funnel, potential customers become aware of your product or service. 
  • Consideration : In this stage, prospects evaluate the product or service against alternatives. They may compare features, prices and customer reviews to make an informed decision.
  • Conversion : The prospect completes the transaction and becomes an actual customer by purchasing.
  • Loyalty : You can turn one-time buyers into repeat customers and brand advocates. 

  It’s called a “funnel” because, similar to the shape of a funnel, the number of potential customers decreases as they progress through the various stages of the sales process — as you can see illustrated below.

  

  Sales funnels can vary across industries and business models, but the general concept remains the same. The goal is to guide potential customers through each funnel stage, addressing their needs and concerns at each step, ultimately leading to a successful conversion. 

  You can create and monitor a custom funnel for your site’s user journey with a web analytics solution like Matomo.

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  The importance of conversion funnel optimisation 

  At the heart of conversion funnel optimisation is the quest for higher conversion rates. 

  Refining the customer journey can increase the chances of turning visitors into customers who return repeatedly.

  Specifically, here’s how conversion funnel optimisation can benefit your business :

  • Increased conversions : Marketers can increase the likelihood of turning website visitors into customers by making the user journey more user-friendly and persuasive.
  • Higher revenue : Improved conversion rates aren’t just numbers on a chart ; they translate to tangible revenue. 
  • Increased ROI (return on investment) : By optimising the conversion funnel, you can get more value from your marketing and sales efforts. 
  • Improved customer satisfaction : When customers find it easy and enjoyable to interact with a website or service, it positively influences their satisfaction and likelihood of returning.
  • Data-driven decision-making : Businesses can make informed decisions on budgets and resources based on user behaviour and performance metrics by analysing and optimising conversion funnels.

  ​​Ultimately, conversion funnel optimisation efforts align the entire funnel with overarching business goals.

  10 ways to optimise your conversion funnel 

  Here are 10 ways to optimise your conversion funnel.

  1. Identify and segment your target audience

  The key to a successful conversion funnel begins with a deep understanding of your target audience. 

  Identifying and segmenting your audience lets you speak directly to their pain points, desires and motivations.

  One effective way to know your audience better is by creating detailed buyer personas. These are fictional representations of your ideal customers based on thorough market research and real data. Dive into demographics and behavioural patterns to craft personas that resonate with your audience.

  

  Note that consumer preferences are not static. They evolve, influenced by trends, technological advancements and shifts in societal values. Staying attuned to these changes is crucial as part of optimising your conversion funnel.

  Thus, you must regularly update your buyer personas and adjust your marketing strategies accordingly.

  2. Create content for every stage of the funnel

  Each funnel stage represents a different mindset and needs for your potential customers. Tailoring your content ensures you deliver the right message at the right time to the right audience. 

  Here’s how to tailor your content to fit prospective customers at every conversion funnel stage.

  Awareness-stage content

  Prospects here are seeking information. Your content should be educational and focused on addressing their pain points. Create blog posts, infographics and videos introducing them to your industry, product or service.

  This video we created at Matomo is a prime example of awareness-stage content, grabbing attention and educating viewers about Matomo.

  Consideration-stage content

  Prospects are evaluating their options. Provide content highlighting your product’s unique selling points, such as case studies, product demonstrations and customer testimonials.

  Here’s how we use a versus landing page at Matomo to persuade prospects at this funnel stage.

  

  Conversion-stage content

  This is the final push. Ensure a smooth transition to conversion with content like promotional offers, limited-time discounts and clear calls to action (CTA).

  Loyalty-stage content

  In this stage, you might express gratitude for the purchase through personalised thank-you emails. Follow up with additional resources, tips or exclusive offers to reinforce a positive post-purchase experience. This also positions your brand as a helpful resource beyond the initial sale.

  Reward customer loyalty with exclusive offers, discounts or membership in a loyalty program.

  3. Capture leads

  Lead magnets are incentives offered to potential customers in exchange for their contact information, typically their email addresses. 

  Examples of lead magnets include :

  • Ebooks and whitepapers : In-depth resources that delve into specific topics of interest to your target audience.
  • Webinars and workshops : Live or recorded sessions that offer valuable insights, training or demonstrations.
  • Free trials and demos : Opportunities for potential customers to experience your product or service firsthand.
  • Checklists and templates : Practical tools that help your audience solve specific challenges.
  • Exclusive offers and discounts : Special promotions are available to those who subscribe or provide their contact information.

  For instance, here’s how HubSpot uses templates as lead magnets.

  

  Similarly, you can incorporate your lead magnets into relevant articles or social media posts, email campaigns and other marketing channels.

  4. Optimise your landing pages

  Understanding how visitors interact with your landing pages is a game-changer. So, the first step in optimising your landing pages is to analyse them.

  Enter Matomo’s heatmaps — the secret weapon in landing page optimisation. They visually represent how users interact with your pages, revealing where they linger, what catches their attention and where they may encounter friction. 

  

  Here are a few landing page elements you should pay attention to :

  • Strategic visual elements : Integrate high-quality images, videos and graphics that support your message and guide visitors through the content.
  • Compelling copy : Develop concise and persuasive copy that emphasises the benefits of your offering, addressing user pain points.
  • Effective CTA : Ensure your CTA is prominently displayed, using compelling language and colours that stand out.
  • Mobile responsiveness : Optimise your landing pages for various devices, especially considering the prevalence of mobile users.
  • Minimal form fields : Reduce friction by keeping form fields to a minimum, requesting only essential information.
  • ​​Leverage social proof : Integrate testimonials, reviews and trust badges to build trust and credibility.
  • A/B testing : Experiment with variations in design, copy and CTAs through A/B testing, allowing data to guide your decisions.

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  5. ​​Use compelling Calls to Action (CTAs)

  Crafting compelling CTAs is an art that involves a careful balance of persuasion, clarity and relevance.

  Here are a few tips you can implement to write CTAs that support your goals :

  • Use language that compels action. Instead of generic phrases like “Click Here,” opt for more persuasive alternatives such as “Unlock Exclusive Access” or “Start Your Free Trial.”
  • Make sure your CTAs are clear and straightforward. Visitors should instantly understand what action you want them to take. 
  • Tailor CTAs to the specific content on the page. Whether it’s a blog post, landing page or email, the CTA should seamlessly connect with the surrounding context.
  • Position your CTAs strategically. They should be prominently displayed and easily noticeable, guiding visitors without intruding.
  • Create a sense of urgency. Encourage immediate action by incorporating language that instils a sense of urgency. Phrases like “Limited Time Offer” or “Act Now” can prompt quicker responses.

  6. Have an active social presence

  Social media platforms are bustling hubs of activity where your target audience spends a significant portion of their online time. Cultivating a social media presence allows you to meet your audience where they are, fostering a direct line of communication.

  Moreover, the integration of shopping features directly into social media platforms transforms them into seamless shopping experiences. Nearly half of Instagram users shop weekly through the platform. 

  Also, the US social commerce sales continue to grow each year and are expected to reach $79.64 billion by 2025.

  

  7. Build a brand community

  Four in five customers consider communities important to how engaged they are with a brand.

  A strong community fosters a sense of belonging and loyalty among members. When customers feel connected to your brand and each other, they are more likely to remain loyal over the long term. 

  Also, satisfied community members often share their positive experiences with others, expanding your brand’s reach without additional marketing efforts.

  For example, Nike’s community for runners is a digital space where individuals share their running journeys, accomplishments and challenges. 

  

  By strategically building and nurturing a community, you not only enhance retention and spur referrals but also create a space where your brand becomes an integral part of your customers’ lives. 

  8. Conduct A/B tests

  A/B testing systematically compares two versions of a webpage, email or other content to determine which performs better.

  Examples of elements to A/B test :

  • CTAs : The language, colour, size and placement of CTAs can significantly impact user engagement. A/B testing allows you to discover which variations prompt the desired actions.
  • Headlines : Crafting compelling headlines is an art. Test different versions to identify which headlines resonate best with your audience, whether they are more drawn to clarity, humour, urgency or curiosity.
  • Images : Test different images to understand your audience’s visual preferences. This could include product images, lifestyle shots or graphics.

  

  With Matomo’s A/B testing feature, you can test various elements to see which is successful in converting visitors or moving them to the next stage of the conversion funnel.

  9. Leverage social proof

  In an era where consumers are inundated with choices, the opinions, reviews and endorsements of others serve as beacons, guiding potential customers through the decision-making process. 

  Simply put — when people see that others have had positive experiences with your brand, it instils trust and confidence.

  

  You can proactively gather social proof and display it prominently across your marketing channels. Here are some examples of social proof you can leverage :

  • Customer reviews : Positive reviews and testimonials from satisfied customers serve as authentic endorsements of your products or services. 
  • Case studies : In-depth case studies that showcase successful collaborations or solutions provided to clients offer a detailed narrative of your brand’s capabilities. These are particularly effective in B2B scenarios or for complex products and services.
  • User-generated content : Encourage customers to share their experiences. This could include photos, videos or posts on social media platforms, providing a dynamic and genuine portrayal of your brand.
  • Influencer endorsements : Collaborating with influencers in your industry or niche can amplify your social proof. When influencers vouch for your products or services, their followers are more likely to take notice.

  10. Measure and analyse performance

  This is a continuous loop of refinement, where you should use analysis and data-driven insights to guide your conversion funnel optimisation efforts.

  Here’s a systematic approach you can take :

  1. Identify the path users take on your site using a feature like Users Flow.
  2. Map the customer journey using a Funnels feature like the one in Matomo. 
  3. Identify the metrics that align with your conversion goals at each stage of the funnel, such as website traffic, conversion rates, click-through rates and customer acquisition costs.
  4. Assess conversion rates at different stages of the funnel. Identify areas with significant drop-offs and investigate factors that might contribute to the decline.
  5. Use heatmaps and session recordings to see first-hand how users interact with your site.
  6. Create an experiment to test and improve a specific area within your funnel using insights from the heatmaps and session recordings.
  7. A/B test, analyse the results to understand which variations performed better. Use this data to refine elements within your funnel.

  See how Concrete CMS 3x their leads with conversion optimisation.

  Conclusion 

  The customer journey is not linear. However, it involves a few specific stages your audience will go through — from first learning about your product or services to considering whether to try it. The goal is to turn them into happy and loyal customers.

  In this article, we went over strategies and practical tips you can use to guide customers through the conversion funnel. From segmenting your audience to capturing leads, optimising landing pages and running A/B tests, there are steps you can take to ensure your audience will move to the next stage.

  And of course, you have to continuously measure and analyse your performance. That’s how you know whether you’re heading in the right direction and, if not, where to correct your course. 

  For that, you need a robust web analytics solution with conversion optimisation features. Try Matomo free for 21 days and start optimising your conversion funnel—no credit card required. 

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