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• CRO Testing : The 6-Steps for Maximising Conversion Rates

  10 mars 2024, par Erin

  It’s a nightmare every marketing manager faces. Traffic is soaring after you’ve launched new digital marketing campaigns, but conversions have barely moved.

  Sound familiar ?

  The good news is you’re not alone — loads of marketing managers struggle to get potential customers to purchase. The better news is that you can test dozens of strategies to turn around your site’s fortunes. 

  Conversion rate optimisation testing (CRO testing for short) is the name for this kind of experimentation — and it can send conversion rates and revenue soaring.

  In this article, we’ll explain CRO testing and how you can start doing it today using Matomo. 

  What is CRO Testing ? 

  CRO testing is optimising your site’s conversion funnel using a series of experiments designed to improve conversion rates.

  A CRO test can take several forms, but it usually involves changing one or more elements of your landing page. It looks something like this :

  1. You hypothesise what you expect to happen.
  2. You then run an A/B test using a dedicated CRO platform or tool.
  3. This tool will divide your site’s traffic, sending one segment to one variation and the other segment to another.
  4. The CRO tool will measure conversions, track statistical significance, and declare one variation the winner. 

  A CRO tool isn’t the only software you can use to gather data when running tests. There are several other valuable data sources, including :

  • A web analytics platform : to identify issues with your website
  • User surveys : to find out what your target audience thinks about your site
  • Heatmaps : to learn where users focus their attention
  • Session recordings : to discover how visitors browse your site

  Use as many of these features, tools, and methods as you can when brainstorming hypotheses and measuring results. After all, your CRO test is only as good as your data.

  On that note, we need to mention the importance of data accuracy when researching issues with your website and running CRO tests. If you trust a platform like Google Analytics that uses data sampling (where only a subset of data is analysed), then there’s a risk you make business decisions based on inaccurate reports.

  In practice, that could see you overestimate the effectiveness of a landing page, potentially wasting thousands in ad spend on poorly converting pages. 

  That’s why over a million websites rely on Matomo as their web analytics solution—it doesn’t sample data, providing 100% accurate website traffic insights you can trust to make informed decisions.

  Try Matomo for Free

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

  Start for free

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  Types of CRO Testing 

  There are three core types of CRO tests :

  A/B testing

  A/B testing, or split testing, is when you test two versions of the same page against each other. Usually, the two pages have only one difference, such as a new headline or a different CTA. 

  

  In the test above, for example, we test what happens if we remove one of the affiliate links from a page. We hypothesise that conversions won’t change because these links aren’t effective.

  A/B/n testing

  A/B/n testing is when you test multiple variations of the same element on the same page. 

  Rather than just testing one headline against another, for example, you test multiple different headlines at once.

  

  In the test above in Matomo, we’re testing a website’s original header against a wider and smaller version. It turns out the wider header converts significantly better. 

  Multivariate testing

  In a multivariate CRO test, you test multiple different elements at the same time. That could mean testing combining a different headline, CTA button, and image. 

  Multivariate testing can save time because you test multiple elements at once and find the best combination of elements. But you’ll usually need a lot of traffic to find a statistically significant result.

  Why is CRO testing important ?

  Who doesn’t want more conversions, right ? Improving your conversion rate is the core benefit of running a CRO test, but there are a couple of other reasons you should do it, too :

  

  Improve conversion rates

  How well does your website convert visitors ? The average conversion rate of a typical website is 2.35%, but better-performing websites have significantly higher conversion rates. The top 25% of websites across all industries convert at a rate of 5.31% or higher.

  CRO testing is the best way to improve your site’s conversion rate by tweaking elements of your website and implementing the best results. And because it’s based on data, not your intuition, you’re likely to identify changes that move the needle. 

  Optimise the user experience

  CRO tests are also a great way to improve your site’s user experience. The process of CRO testing forces you to understand how users navigate your website using heatmaps and session recordings and fix the issues they face. 

  You could simplify your form fields to make them easier to fill in, for example, or make your pages easier to navigate. In both cases, your actions will also increase conversion rates.

  Decrease acquisition costs

  Improving your conversion rate using CRO testing will usually mean a decrease in customer acquisition costs and other conversion metrics. 

  After all, if the cost of your PPC ads stays the same but you convert more traffic, then each new customer will cost less to acquire.

  How to do CRO testing in 6 steps 

  Ready to get your hands dirty ? Follow these six steps to set up your first CRO test :

  Have a clear goal

  Don’t jump straight into testing. You need to be clear about what you want to achieve ; otherwise, you risk wasting time on irrelevant experiments. 

  If you’re unsure what to focus on, look back through your web analytics data and other tools like heatmaps, form analytics, and session recordings to get a feel for some of your site’s biggest conversion roadblocks. 

  Maybe there’s a page with a much lower conversion rate, for example — or a form that most users fail to complete. 

  If it’s the former, then your goal could be to increase the conversion rate of this specific landing page by 25%, bringing it in line with your site’s average. 

  

  Make sure your new conversion goal is set up properly in your website analytics platform, too. This will ensure you’re tracking conversions accurately. 

  Set a hypothesis

  Now you’ve got a goal, it’s time to create a hypothesis. Based on your available research, a hypothesis is an assumption you make about your conversion rate optimisation test.

  A heatmap of your poorly converting landing page may show that users aren’t focusing on your CTA button because it’s hidden below the fold. 

  You could hypothesise that by placing the CTA button directly under your headline above the fold, your conversion rate should increase. 

  Whatever your goal, you can use the following template to write a hypothesis :

  If we [make this specific change], then [this specific outcome] will occur because [reason].

  Design your test elements

  Most marketing managers won’t be able to run CRO tests independently. A team of talented experts must create the assets you need for a successful experimentation. This includes designers, copywriters, and web developers. 

  Don’t just have them create one new element at a time. Accelerate the process by having your team create dozens of designs simultaneously. That way, you can run a new CRO test as soon as your current test has finished. 

  Create and launch the test

  It’s time to launch your test. Use a CRO tool to automate building your test and tracking results. 

  With Matomo’s A/B Testing feature, it’s as easy as giving your test a name, writing a hypothesis and description, and uploading the URLs of your page variants.

  

  Matomo handles everything else, giving you a detailed breakdown at the end of the test with the winning variant. 

  Try Matomo for Free

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

  Start for free

  No credit card required

  Analyse the results

  You can only review the results of your CRO test once it has reached statistical significance — which means the observed outcome isn’t the result of chance.

  In the same way you wouldn’t say a die is unbiased after three rolls, you need thousands of visitors to see your landing pages and take action before deciding which is better. 

  Luckily, most CRO testing platforms, including Matomo, will highlight when a test reaches statistical significance. That means you only need to look at the result to see if your hypothesis is correct. 

  Implement and repeat

  Was your test a success ? Great, you can implement the results and test a new element. 

  Yep, that’s right. There’s no time to rest on your laurels. Continuous CRO testing is necessary to squeeze every conversion possible from your website. Just like fashion trends, website effectiveness changes over time. What works today might not work tomorrow, making ongoing CRO testing beneficial and necessary.

  That’s why it’s a good idea to choose a CRO testing platform like Matomo with no data limits.

  Try Matomo for Free

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

  Start for free

  No credit card required

  CRO testing examples you can run today 

  There’s no shortage of CRO tests you can run. Here are some experiments to get started with :

  Change your CTA design and copy

  Calls to action (CTAs) are the best elements to optimise during your first CRO test. You can change many things about them ; even the smallest optimisation can have a huge impact. 

  Just take a look at the image below to see how diverse your CTAs could be :

  

  Changing your CTA’s copy is a great place to start, especially if you have generic instructions like “Apply Now.”

  Try a more specific instruction like “Download your free trial” or “Buy now to get 30% off.” Or test benefit-led instructions like “Reduce your ad spend today” or “Take back control of your data.”

  Changing the colour of your CTAs can also yield more conversions. Bright colours are always a good bet. Just make sure your button stands out from the rest of your page. 

  Move the CTA button placement

  The placement of your CTA can be just as important as its copy or colour. If it’s down at the bottom of your page, there’s a good chance most of your visitors will miss it. 

  Try moving it above the fold to see if that makes a difference. Then, test multiple CTA buttons as opposed to just one. 

  Heatmaps and session recordings can identify whether this test is worthwhile. If users rarely focus on your CTA or just don’t scroll far enough to find it, then it’s a good bet you could see an uptick in conversions by moving it. 

  Try different headlines

  Your website’s headlines are another great place to start CRO testing. These are usually the first (and sometimes only) things visitors read, so optimising them as much as possible makes sense. 

  There are entire books written about creating persuasive headlines, but start with one of the following tactics :

  • Include a benefit
    • “Achieve radiant skin—discover the secret !”
  • Add numbers
    • “3 foolproof methods for saving money on your next vacation”
  • Using negative words instead of positive ones
    • “Avoid these 7 mistakes to unlock your potential for personal growth”
  • Shortening or lengthening your headline
    • Shortened : “Crush your fitness goals : Expert tips for success”
    • Lengthened : “Embark on your fitness journey : Learn from experts with proven tips to crush your wellness goals”

  Add more trust signals

  Adding trust signals to your website, such as brand logos, customer reviews, and security badges, can increase your conversion rate.

  We use it at Matomo by adding the logos of well-known clients like the United Nations and Amnesty International underneath our CTAs.

  

  It’s incredibly effective, too. Research by Edelman finds that trust is among the top three most important buying decision factors, above brand likeability.

  Start CRO testing with Matomo

  CRO testing is a data-backed method to improve your site’s conversion rate, making it more user-friendly and decreasing customer acquisition costs. Even a small improvement will be worth the cost of the tools and your time. 

  Fortunately, there’s no need to allocate hundreds of dollars monthly for multiple specialised testing tools. With Matomo, you get a comprehensive platform offering web analytics, user behaviour insights, and CRO testing – all conveniently bundled into one solution. Matomo’s pricing starts from just $19 per month, making it accessible to businesses of all sizes.

  Plus, rest assured knowing that you are GDPR compliant and the data provided is 100% accurate, ethically empowering you to make informed decisions with confidence.

  Take the first step on your CRO testing journey by trying Matomo free for 21 days ; no credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• Google Analytics 4 and GDPR : Everything You Need to Know

  17 mai 2022, par Erin

  Four years have passed since the European General Data Protection Regulation (GDPR, also known as DSGVO in German, and RGPD in French) took effect.

  That’s ample time to get compliant, especially for an organisation as big and innovative as Google. Or is it ? 

  If you are wondering how GDPR affects Google Analytics 4 and what the compliance status is at present, here’s the lowdown. 

  Is Google Analytics 4 GDPR Compliant ?

  No. As of mid-2022, Google Analytics 4 (GA4) isn’t fully GDPR compliant. Despite adding extra privacy-focused features, GA4 still has murky status with the European regulators. After the invalidation of the Privacy Shield framework in 2020, Google is yet to regulate EU-US data protection. At present, the company doesn’t sufficiently protect EU citizens’ and residents’ data against US surveillance laws. This is a direct breach of GDPR.

  Google Analytics and GDPR : a Complex Relationship 

  European regulators have scrutinised Google since GDPR came into effect in 2018.

  While the company took steps to prepare for GDPR provisions, it didn’t fully comply with important regulations around user data storage, transfer and security.

  The relationship between Google and EU regulators got more heated after the Court of Justice of the European Union (CJEU) invalidated the Privacy Shield — a leeway Google used for EU-US data transfers. After 2020, GDPR litigation against Google followed. 

  This post summarises the main milestones in this story and explains the consequences for Google Analytics users. 

  

  2018 : Google Analytics Meets GDPR 

  In 2018, the EU adopted the General Data Protection Regulation (GDPR) — a set of privacy and data security laws, covering all member states. Every business interacting with EU citizens and/or residents had to comply.

  GDPR harmonised data protection laws across member states and put down extra provisions for what constitutes sensitive personal information (or PII). Broadly, PII includes any data about the person’s :

  • Racial or ethnic origin 
  • Employment status 
  • Religious or political beliefs
  • State of health 
  • Genetic or biometric data 
  • Financial records (such as payment method data)
  • Address and phone numbers 

  Businesses were barred from collecting this information without explicit consent (and even with it in some cases). If collected, such sensitive information is also subject to strict requirements on how it should be stored, secured, transferred and used. 

  7 Main GDPR Principles Explained 

  Article 5 of the GDPR lays out seven main GDPR principles for personal data and privacy protection : 

  • Lawfulness, fairness and transparency — data must be obtained legally, collected with consent and in adherence to laws. 
  • Purpose limitation — all personal information must be collected for specified, explicit and legal purposes. 
  • Data minimisation — companies must collect only necessary and adequate data, aligned with the stated purpose. 
  • Accuracy — data accuracy must be ensured at all times. Companies must have mechanisms to erase or correct inaccurate data without delays. 
  • Storage limitation — data must be stored only for as long as the stated purpose suggests. Though there’s no upper time limit on data storage. 
  • Integrity and confidentiality (security) — companies must take measures to ensure secure data storage and prevent unlawful or unauthorised access to it. 
  • Accountability — companies must be able to demonstrate adherence to the above principles. 

  Google claimed to have taken steps to make all of their products GDPR compliant ahead of the deadline. But in practice, this wasn’t always the case.

  In March 2018, a group of publishers admonished Google for not providing them with enough tools for GDPR compliance :

  “[Y]ou refuse to provide publishers with any specific information about how you will collect, share and use the data. Placing the full burden of obtaining new consent on the publisher is untenable without providing the publisher with the specific information needed to provide sufficient transparency or to obtain the requisite specific, granular and informed consent under the GDPR.”

  The proposed Google Analytics GDPR consent form was hard to implement and lacked customisation options. In fact, Google “makes unilateral decisions” on how the collected data is stored and used. 

  Users had no way to learn about or control all intended uses of people’s data — which made compliance with the second clause impossible. 

  Unsurprisingly, Google was among the first companies to face a GDPR lawsuit (together with Facebook). 

  By 2019, French data regulator CNIL, successfully argued that Google wasn’t sufficiently disclosing its data collection across products — and hence in breach of GDPR. After a failed appeal, Google had to pay a €50 million fine and promise to do better. 

  2019 : Google Analytics 4 Announcement 

  Throughout 2019, Google rightfully attempted to resolve some of its GDPR shortcomings across all products, Google Universal Analytics (UA) included. 

  They added a more visible consent mechanism for online tracking and provided extra compliance tips for users to follow. In the background, Google also made tech changes to its data processing mechanism to get on the good side of regulations.

  Though Google addressed some of the issues, they missed others. A 2019 independent investigation found that Google real-time-bidding (RTB) ad auctions still used EU citizens’ and residents’ data without consent, thanks to a loophole called “Push Pages”. But they managed to quickly patch this up before the allegations had made it to court. 

  In November 2019, Google released a beta version of the new product version — Google Analytics 4, due to replace Universal Analytics. 

  GA4 came with a set of new privacy-focused features for ticking GDPR boxes such as :

  • Data deletion mechanism. Users can now request to surgically extract certain data from the Analytics servers via a new interface. 
  • Shorter data retention period. You can now shorten the default retention period to 2 months by default (instead of 14 months) or add a custom limit.  
  • IP Anonymisation. GA4 doesn’t log or store IP addresses by default. 

  Google Analytics also updated its data processing terms and made changes to its privacy policy. 

  Though Google made some progress, Google Analytics 4 still has many limitations — and isn’t GDPR compliant. 

  2020 : Privacy Shield Invalidation Ruling 

  As part of the 2018 GDPR preparations, Google named its Irish entity (Google Ireland Limited) as the “data controller” legally responsible for EEA and Swiss users’ information. 

  The company announcement says : 

  

  Initially, Google assumed that this legal change would help them ensure GDPR compliance as “legally speaking” a European entity was set in charge of European data. 

  Practically, however, EEA consumers’ data was still primarily transferred and processed in the US — where most Google data centres are located. Until 2020, such cross-border data transfers were considered legal thanks to the Privacy Shield framework. 

  But in July 2020, The EU Court of Justice ruled that this framework doesn’t provide adequate data protection to digitally transmitted data against US surveillance laws. Hence, companies like Google can no longer use it. The Swiss Federal Data Protection and Information Commissioner (FDPIC) reached the same conclusion in September 2020. 

  The invalidation of the Privacy Shield framework put Google in a tough position.

   Article 14. f of the GDPR explicitly states : 

  “The controller (the company) that intends to carry out a transfer of personal data to a recipient (Analytics solution) in a third country or an international organisation must provide its users with information on the place of processing and storage of its data”.

  Invalidation of the Privacy Shield framework prohibited Google from moving data to the US. At the same time, GDPR provisions mandated that they must disclose proper data location. 

  But Google Analytics (like many other products) had no a mechanism for : 

  • Guaranteeing intra-EU data storage 
  • Selecting a designated regional storage location 
  • Informing users about data storage location or data transfers outside of the EU 

  And these factors made Google Analytics in direct breach of GDPR — a territory, where they remain as of 2022.

  2020-2022 : Google GDPR Breaches and Fines 

  The 2020 ruling opened Google to GDPR lawsuits from country-specific data regulators.

  Google Analytics in particular was under a heavy cease-fire. 

  • Sweden first fined Google for violating GDPR for no not fulfilling its obligations to request data delisting in 2020. 
  • France rejected Google Analytics 4 IP address anonymisation function as a sufficient measure for protecting cross-border data transfers. Even with it, US intelligence services can still access user IPs and other PII. France declared Google Analytics illegal and pressed a €150 million fine. 
  • Austria also found Google Analytics GDPR non-compliant and proclaimed the service as “illegal”. The authority now seeks a fine too. 

  The Dutch Data Protection Authority and  Norwegian Data Protection Authority also found Google Analytics guilty of a GDPR breach and seek to limit Google Analytics usage. 

  New privacy controls in Google Analytics 4 do not resolve the underlying issue — unregulated, non-consensual EU-US data transfer. 

  Google Analytics GDPR non-compliance effectively opens any website tracking or analysing European visitors to legal persecution.

  In fact, this is already happening. noyb, a European privacy-focused NGO, has already filed over 100 lawsuits against European websites using Google Analytics.

  2022 : Privacy Shield 2.0. Negotiations

  Google isn’t the only US company affected by the Privacy Shield framework invalidation. The ruling puts thousands of digital companies at risk of non-compliance.

  To settle the matter, US and EU authorities started “peace talks” in spring 2022.

  European Commission President Ursula von der Leyen said that they are working with the Biden administration on the new agreement that will “enable predictable and trustworthy data flows between the EU and US, safeguarding the privacy and civil liberties.” 

  However, it’s just the beginning of a lengthy negotiation process. The matter is far from being settled and contentious issues remain as we discussed on Twitter (come say hi !).

  

  For one, the US isn’t eager to modify its surveillance laws and is mostly willing to make them “proportional” to those in place in the EU. These modifications may still not satisfy CJEU — which has the power to block the agreement vetting or invalidate it once again. 

  While these matters are getting hashed out, Google Analytics users, collecting data about EU citizens and/or residents, remain on slippery grounds. As long as they use GA4, they can be subject to GDPR-related lawsuits. 

  To Sum It Up 

  • Google Analytics 4 and Google Universal Analytics are not GDPR compliant because of Privacy Shield invalidation in 2020. 
  • French and Austrian data watchdogs named Google Analytics operations “illegal”. Swedish, Dutch and Norwegian authorities also claim it’s in breach of GDPR. 
  • Any website using GA for collecting data about European citizens and/or residents can be taken to court for GDPR violations (which is already happening). 
  • Privacy Shield 2.0 Framework discussions to regulate EU-US data transfers have only begun and may take years. Even if accepted, the new framework(s) may once again be invalidated by local data regulators as has already happened in the past. 

  Time to Get a GDPR Compliant Google Analytics Alternative 

  Retaining 100% data ownership is the optimal path to GDPR compliance.

  By selecting a transparent web analytics solution that offers 100% data ownership, you can rest assured that no “behind the scenes” data collection, processing or transfers take place. 

  Unlike Google Analytics 4, Matomo offers all of the features you need to be GDPR compliant : 

  • Full data anonymisation 
  • Single-purpose data usage 
  • Easy consent and an opt-out mechanism 
  • First-party cookies usage by default 
  • Simple access to collect data 
  • Fast data removals 
  • EU-based data storage for Matomo Cloud (or storage in the country of your choice with Matomo On-Premise)

  Learn about your audiences in a privacy-centred way and protect your business against unnecessary legal exposure. 

  Start your 21-day free trial (no credit card required) to see how fully GDPR-compliant website analytics works ! 

  21 day free trial. No credit card required.

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• Top 5 Customer Segmentation Software in 2024

  12 mars 2024, par Erin

  In marketing, we all know the importance of reaching the right customer with the right message at the right time. That’s how you cut through the noise.

  For that, you need data on your customers — even though gathering the data is not enough. You can have all the data worldwide, but that raises an ethical responsibility and the need to make sense of it.

  Enter customer segmentation software — the answer to delivering personalised customer experiences at scale. 

  This article lists some of the best customer segmentation tools currently in the market. 

  We’ll also go over the benefits of using such tools and how you can choose the best one for your business.

  Let’s get started !

  What is customer segmentation software ?

  Customer segmentation software is a tool that helps businesses analyse customer data and group them based on common characteristics like age, income, and buying habits.

  The main goal of customer segmentation is to gain deeper insights into customer behaviours and preferences. This helps create targeted marketing and product strategies that fit each group and makes it easier to predict how customers will behave in the future.

  

  Benefits of a customer segmentation software

  Understanding your customers is the cornerstone of effective marketing, and customer segmentation software plays a pivotal role in this endeavour. 

  You can deliver more targeted and relevant marketing campaigns by dividing your audience into distinct groups based on shared characteristics. 

  Specifically, here are the main benefits of using customer segmentation tools :

  • Understand your audience better : The software helps businesses group customers with common traits to better understand their preferences and behaviour.
  • Make data-driven decisions : Base your business and marketing decisions on data analytics.
  • Aid product development : Insights from segmentation analytics can guide the creation of products that meet specific customer group needs.
  • Allocate your resources efficiently : Focusing on the customer segments that generate the most revenue leads to more effective and strategic use of your marketing resources.

  Best customer segmentation software in 2024 

  In this section, we go over the top customer segmentation tools in 2024. 

  We’ll look at these tools’ key features and pros and cons.

  1. Matomo

  

  Matomo is a comprehensive web analytics tool that merges traditional web analytics, such as tracking pageviews and visitor bounce rates, with more advanced web analytics features for tracking user behaviour. 

  With robust segmentation features, users can filter website traffic based on criteria such as location and device type, enabling them to analyse specific visitor groups and their behaviour. Users can create custom segments to analyse specific groups of visitors and their behaviour.

  Presenting as the ethical alternative to Google Analytics, Matomo emphasises transparency, 100% accurate data, and compliance with privacy laws.

  Key features

  • Heatmaps and Session Recordings : Matomo provides tools that allow businesses to understand website user interactions visually. This insight is crucial for optimising user experience and increasing conversions.
  • Form Analytics : This feature in Matomo tracks how users interact with website forms, helping businesses understand user behaviour in detail and improve form design and functionality.
  • User Flow Analysis : The tool tracks the journey of a website’s visitors, highlighting the paths taken and where users drop off. This is key for optimising website structure for better user experience and more conversions.
  • A/B Testing : Businesses can use Matomo to test different versions of web pages, determining which is more effective in driving conversions.
  • Conversion Funnels : This feature allows businesses to visualise and optimise the steps customers take toward conversion, identifying areas for improvement.

  Pros 

  • Affordability : With plans starting at $19 per month, Matomo is a cost-effective solution for CRO.
  • Free support : Matomo provides free email support to all Matomo Cloud users.
  • Open-source benefits : Being open-source, Matomo offers enhanced security, privacy, customisation options, and a supportive community.
  • Hosting options : Matomo is available either as a self-hosted solution or cloud-hosted.

  Cons

  • Cost for advanced features : Access to advanced features may incur additional costs for Matomo On-Premise users, although the On-Premise solution itself is free.
  • Technical knowledge required : The self-hosted version of Matomo requires technical knowledge for effective management.

  Try Matomo for Free

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

  Start for free

  No credit card required

  2. Google Analytics 

  

  Google Analytics 4 (GA4) comprehensively understands website and app performance. It focuses on event-based data collection, allowing businesses to understand user interactions across platforms. 

  Similarly to Matomo, GA4 provides features that allow businesses to segment their audience based on various criteria such as demographics, behaviours, events, and more.

  Key features

  • Event-based tracking : GA4’s shift to an event-based model allows for a flexible and predictive analysis of user behaviour. This includes a detailed view of user interactions on websites and apps.
  • Machine Learning and Smarter Insights : GA4 uses machine learning to automatically detect trends, estimate purchase probabilities and provide marketing insights.
  • Google Ads integration : The integration with Google Ads in GA4 enables tracking customer interactions from first ad engagement, providing a holistic view of the customer experience across various platforms.
  • Customer-centric measurements : GA4 collects data as events, covering a wide range of user interactions and offering a comprehensive view of customer behaviour.
  • Pathing reports : GA4 introduces new pathing reports, allowing detailed user flow analysis through websites and apps.
  • Audiences and filters : GA4 allows the creation of audiences based on specific criteria and the application of filters to segment and refine data analysis.

  Pros 

  • Integration with various platforms, including Google Ads, enhances cross-platform user journey analysis.
  • GA4 has a clean reporting interface, making it easier for marketers to identify key trends and data irregularities.
  • Google Analytics has an active community with an abundance of educational resources available for users.

  Cons

  • Complexity for beginners : The wide range of features and new event-based model might overwhelm users new to analytics tools.
  • Dependence on machine learning : Reliance on machine learning for insights and predictions may require trust in the tool’s data processing and large volumes of traffic for accuracy.
  • Transition from UA to GA4 : Users familiar with Universal Analytics (UA) might find the transition to GA4 challenging due to differences in features and data models.

  3. HubSpot

  

  HubSpot is a marketing and sales software that helps businesses attract visitors and turn them into paying customers. 

  It supports various business processes, from social media posts to email marketing, sales, and customer service. HubSpot organises and tracks user interactions across different channels, providing a unified and efficient approach to customer relationship management (CRM) and customer segmentation.

  Businesses can leverage HubSpot’s customer segmentation through lists, workflows, and smart content.

  Key features

  • Integration capabilities : HubSpot offers over 1,000 integrations in its ecosystem, ensuring seamless connectivity across various marketing, sales, and service tools, which helps maintain data consistency and reduces manual efforts.
  • Segmentation and personalisation : HubSpot allows businesses to deliver personalised content and interactions based on customer behaviour and preferences, using its robust CRM features and advanced automation capabilities.

  Pros 

  • Comprehensive support : HubSpot offers a range of support options, including a knowledge base, real-time chat, and more.
  • User-friendly interface : The platform is designed for ease of use, ensuring a smooth experience even for less tech-savvy users.
  • Personalisation capabilities : HubSpot provides personalised marketing, sales and service experiences, leveraging customer data effectively.

  Cons

  • High price point : HubSpot can be expensive, especially as you scale up and require more advanced features.
  • Steep learning curve : For businesses new to such comprehensive platforms, there might be an initial learning curve to utilise its features effectively.

  4. Klaviyo

  

  Klaviyo is a marketing automation software primarily focused on email and SMS messaging for e-commerce businesses. It’s designed to personalise and optimise customer communication. 

  Klaviyo integrates with e-commerce platforms like Shopify, making it a go-to solution for online stores. Its strength lies in its ability to use customer data to deliver targeted and effective marketing campaigns.

  Key features

  • Email marketing automation : Klaviyo allows users to send automated and personalised emails based on customer behaviour and preferences. This feature is crucial for e-commerce businesses in nurturing leads and maintaining customer engagement.
  • SMS marketing : It includes SMS messaging capabilities, enabling businesses to engage customers directly through text messages.
  • Segmentation and personalisation : Klaviyo offers advanced segmentation tools that enable businesses to categorise customers based on their behaviour, preferences and purchase history, facilitating highly targeted marketing efforts.
  • Integration with e-commerce platforms : Klaviyo integrates with popular e-commerce platforms like Shopify, Magento, and WooCommerce, allowing easy data synchronisation and campaign management.

  Pros 

  • Enhanced e-commerce integration : Klaviyo’s deep integration with e-commerce platforms greatly benefits online retailers regarding ease of use and campaign effectiveness.
  • Advanced segmentation and personalisation : The platform’s strong segmentation capabilities enable businesses to tailor their marketing messages more effectively.
  • Robust automation features : Klaviyo’s automation tools are powerful and user-friendly, saving time and improving marketing efficiency.

  Cons

  • Cost : Klaviyo can be more expensive than other options in this list, particularly as you scale up and add more contacts.
  • Complexity for beginners : The platform’s wide range of features and advanced capabilities might overwhelm beginners or small businesses with simpler needs.

  5. UserGuiding

  

  UserGuiding is a no-code product adoption tool that lets businesses create in-app user walkthroughs, guides, and checklists to onboard, engage, and retain users.

  UserGuiding facilitates customer segmentation by enabling businesses to create segmented onboarding flows, analyse behavioural insights, deliver personalised guidance, and collect feedback tailored to different user segments.

  Key features

  • In-app walkthroughs, guides and checklists : UserGuiding has multiple features that can promote product adoption early in the user journey.
  • In-app messaging : UserGuiding offers in-app messaging to help users learn more about the product and various ways to get value.
  • User feedback : UserGuiding allows businesses to gather qualitative feedback to streamline the adoption journey for users.

  Pros 

  • User-friendly interface
  • Customisable onboarding checklists
  • Retention analytics

  Cons

  • Need for technical expertise to maximise all features
  • Limited customisation options for less tech-savvy users

  What to look for in a customer segmentation software 

  When choosing a customer segmentation software, choosing the right one for your specific business needs is important. 

  Here are a few factors to consider when choosing your customer segmentation tool :

  1. Ease of use : Select a tool with an intuitive interface that simplifies navigation. This enhances the user experience, making complex tasks more manageable. Additionally, responsive customer support is crucial. It ensures that issues are promptly resolved, contributing to a smoother operation.
  2. Scalability and flexibility : Your chosen tool should adjust to your needs. A flexible tool like Matomo can adjust to your growing requirements, offering capabilities that evolve as your business expands.
  3. Integration capabilities : The software should seamlessly integrate with your existing systems, such as CRM, marketing, and automation platforms. 
  4. Advanced analytics and reporting : Assess the software’s capability to analyse and interpret complex data sets, without relying on machine learning to fill data gaps. A robust tool should provide accurate insights and detailed reports, enabling you to make informed decisions based on real data.
  5. Privacy and security considerations : Data security is paramount in today’s digital landscape. Look for features like data encryption, security storage, and adherence to privacy standards like GDPR and CCPA compliance. 
  6. Reviews and recommendations : Before making a decision, consider the reputation of the software providers. Look for reviews and recommendations from other users, especially those in similar industries. This can provide real-world insights into the software’s performance and reliability.

  

  Leverage Matomo’s segmentation capabilities to deliver personalised experiences

  Segmentation is the best place to start if you want to deliver personalised customer experiences. There are several customer segmentation software in the market. But they’re not all the same.

  In this article, we reviewed the top segmentation tools — based on factors like their user base, features, and ethical data privacy considerations.

  Ideally, you want a tool to support your evolving business and segmentation needs. Not to mention one that cares about your customers’ privacy and ensures you stay compliant. 

  Enter Matomo at the top of the list. You can leverage Matomo’s accurate insights and comprehensive segmentation capabilities without compromising on privacy. Try it free for 21-days. No credit card required.

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