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  • 6 Crucial Benefits of Conversion Rate Optimisation

    26 février 2024, par Erin

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

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

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

    What is conversion rate optimisation ?

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

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

    Illustration of what conversion rate optimisation is

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

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

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

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

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

    1. Understand your visitors (and customers) better

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

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

    Best practices for understanding your customer :

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

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

    User flow chart in Matomo analytics

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

    Goal funnel chart in Matomo analytics

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

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

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

    2. Deliver a better user experience

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

    Illustration of improving the user experience

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

    Best practices for improving your user experience : 

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

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

    Example of a heatmap in Matomo analytics

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

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

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

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

    A/B testing in Matomo analytics

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

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

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

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

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

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

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

    Best practices to start a data-driven culture :

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

    Try to answer these questions :

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

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

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

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

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

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

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

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

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

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

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

    Example of a multivariate test for headlines

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

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

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

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

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

    Best practices to track and improve CLV :

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

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

    Ecommerce sales report in Matomo analytics

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

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

    To put it simply :

    Profit per customer = AOV (or CLV) – CAC

    Example :

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

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

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

    6. Improve your content and SEO rankings

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

    How ? 

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

    Illustration of how better content improves SEO rankings

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

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

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

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

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

    Start optimising your conversion rate today

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

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

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

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

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

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

  • How to Implement Cross-Channel Analytics : A Guide for Marketers

    17 avril 2024, par Erin

    Every modern marketer knows they have to connect with consumers across several channels. But do you know how well Instagram works alongside organic traffic or your email list ? Are you even tracking the impacts of these channels in one place ?

    You need a cross-channel analytics solution if you answered no to either of these questions. 

    In this article, we’ll explain cross-channel analytics, why your company probably needs it and how to set up a cross-channel analytics solution as quickly and easily as possible.

    What is cross-channel analytics ? 

    Cross-channel analytics is a form of marketing analytics that collects and analyses data from every channel and campaign you use.

    The result is a comprehensive view of your customer’s journey and each channel’s role in converting customers. 

    Cross-channel analytics lets you track every channel you use to convert customers, including :

    • Your website
    • Social media profiles
    • Email
    • Paid search
    • E-commerce
    • Retargeting campaigns

    Cross-channel analytics solves one of the most significant issues of cross-channel or multi-channel marketing efforts : measurement. 

    Research shows that only 16% of marketing tech stacks allow for accurate measurement of multi-channel initiatives across channels. 

    That’s a problem, given the staggering number of touchpoints in a typical buyer’s conversion path. However, it can be fixed using a cross-channel analytics approach that lets you measure the performance of every channel and assign a dollar value to its role in every conversion. 

    The difference between cross-channel analytics and multi-channel analytics

    Cross-channel analytics and multi-channel analytics sound very similar, but there’s one key difference you need to know. Multi-channel analytics measures the performance of several channels, but not necessarily all of them, nor the extent to which they work together to drive conversions. Conversely, cross-channel analytics measures the performance of all your marketing channels and how they work together. 

    What are the benefits of cross-channel analytics 

    Cross-channel analytics offers a lot of marketing and business benefits. Here are the ones marketing managers love most.

    Get a complete view of the customer journey

    Implementing a cross-channel analytics solution is the only way to get a complete view of your customer journey. 

    Cross-channel marketing analytics lets you see your customer journey in high definition, allowing you to build comprehensive customer profiles using data from multiple sources across every touchpoint

    A diagram showing how complex customer journeys are

    The result ? You get to understand how every customer behaves at every point of the customer journey, why they convert or leave your funnel, and which channels play the biggest role. 

    In short, you get to see why customers convert so you can learn how to convert more of them.

    Personalise the customer experience

    According to a McKinsey study, customers demand personalisation, and brands that excel at it generate 40% more revenue. Deliver the personalisation they desire and reap the benefits with cross-channel analytics. 

    When you understand the customer journey in detail, it becomes much easier to personalise your website and marketing efforts to their preferences and behaviours.

    Identify your most effective marketing channels

    Cross-channel marketing helps you understand your marketing efforts to see how every channel impacts conversions. 

    Take a look at the screenshot from Matomo below. Cross-channel analytics lets you get incredibly granular — we can see the number of conversions of organic search drives and the performance of individual search engines. 

    A Matomo screenshot showing channel attribution

    This makes it easy to identify your most effective marketing channels and allocate your resources appropriately. It also allows you to ask (and answer) which channels are the most effective.

    Try Matomo for Free

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

    No credit card required

    Attribute conversions accurately 

    An attribution model decides how you assign credit for each customer conversion to different touchpoints on the customer journey. Without a cross-channel analytics solution, you’re stuck using a standard attribution model like first or last click. 

    These models will show you how customers first found your brand or which channel finally convinced them to convert, but it doesn’t help you understand the role all your channels played in the conversion. 

    Cross-channel analytics solves this attribution problem. Rather than attributing a conversion to the touchpoint that directly led to the sale, cross-channel data gives you the real picture and allows you to use multi-touch attribution to understand which touchpoints generate the most revenue.

    How to set up cross-channel analytics

    Now that you know what cross-channel analytics is and why you should use it, here’s how to set up your solution. 

    1. Determine your objectives

    Defining your marketing goals will help you build a more relevant and actionable cross-channel analytics solution. 

    If you want to improve marketing attribution, for example, you can choose a platform with that feature built-in. If you care about personalisation, you could choose a platform with A/B testing capabilities to measure the impact of your personalisation efforts. 

    1. Set relevant KPIs

    You’ll want to track relevant KPIs to measure the marketing effectiveness of each channel. Put top-of-the-funnel metrics aside and focus on conversion metrics

    These include :

    • Conversion rate
    • Average visit duration
    • Bounce rate
    1. Implement tracking and analytics tools

    Gathering customer data from every channel and centralising it in a single location is one of the biggest challenges of cross-channel analytics. Still, it’s made easier with the right tracking tool or analytics platform. 

    The trick is to choose a platform that lets you measure as many of your channels as possible in a single platform. With Matomo, for example, you can track search, paid search, social and email campaigns and your website analytics.

    1. Set up a multi-touch attribution model

    Now that you have all of your data in one place, you can set up a multi-touch attribution model that lets you understand the extent to which each marketing channel contributes to your overall success. 

    There are several attribution models to choose from, including :

    Image of six different attribution models

    Each model has benefits and drawbacks, so choosing the right model for your organisation can be tricky. Rather than take a wild guess, evaluate each model against your marketing objectives, sales length cycle and data availability.

    For example, if you want to focus on optimising customer acquisition costs, a model that prioritises earlier touchpoints will be better. If you care about conversions, you might try a time decay model. 

    1. Turn data into insights with reports

    One of the big benefits of choosing a tool like Matomo, which consolidates data in one place, is that it significantly speeds up and simplifies reporting.

    When all the data is stored in one platform, you don’t need to spend hours combing through your social media platforms and copying and pasting analytics data into a spreadsheet. It’s all there and ready for you to run reports.

    Try Matomo for Free

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

    No credit card required

    1. Take action

    There’s no point implementing a cross-channel analytics system if you aren’t going to take action. 

    But where should you start ?

    Optimising your budgets and prioritising marketing spend is a great starting point. Use your cross-channel insights to find your most effective marketing channels (they’re the ones that convert the most customers or have the highest ROI) and allocate more of your budget to them. 

    You can also optimise the channels that aren’t pulling their weight if social media is letting you down ; for example, experiment with tactics like social commerce that could drive more conversions. Alternatively, you could choose to stop investing entirely in these channels.

    Cross-channel analytics best practices

    If you already have a cross-channel analytics solution, take things to the next level with the following best practices. 

    Use a centralised solution to track everything

    Centralising your data in one analytics tool can streamline your marketing efforts and help you stay on top of your data. It won’t just save you from tabbing between different browsers or copying and pasting everything into a spreadsheet, but it can also make it easier to create reports. 

    Think about consumer privacy 

    If you are looking at a new cross-channel analytics tool, consider how it accounts for data privacy regulations in your area. 

    You’re going to be collecting a lot of data, so it’s important to respect their privacy wishes. 

    It’s best to choose a platform like Matomo that complies with the strictest privacy laws (CCPA, GDPR, etc.).

    Monitor data in real time

    So, you’ve got a holistic view of your marketing efforts by integrating all your channels into a single tool ?

    Great, now go further by monitoring the impact of your marketing efforts in real time.

    A screenshot of Matomo's real-time visitor log

    With a web analytics platform like Matomo, you can see who visits your site, what they do, and where they come from through features like the visits log report, which even lets you view individual user sessions. This lets you measure the impact of posting on a particular social channel or launching a new offer. 

    Try Matomo for Free

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

    No credit card required

    Reallocate marketing budgets based on performance

    When you track every channel, you can use a multi-touch attribution model like position-based or time-decay to give every channel the credit it deserves. But don’t just credit each channel ; turn your valuable insights into action. 

    Use cross-channel attribution analytics data to reallocate your marketing budget to the most profitable channels or spend time optimising the channels that aren’t pulling their weight. 

    Cross-channel analytics platforms to get started with 

    The marketing analytics market is huge. Mordor Intelligence valued it at $6.31 billion in 2024 and expects it to reach $11.54 billion by 2029. Many of these platforms offer cross-channel analytics, but few can track the impact of multiple marketing channels in one place. 

    So, rather than force you to trawl through confusing product pages, we’ve shortlisted three of the best cross-channel analytics solutions. 

    Matomo

    Screenshot example of the Matomo dashboard

    Matomo is a web analytics platform that lets you collect and centralise your marketing data while giving you 100% accurate data. That includes search, social, e-commerce, campaign tracking data and comprehensive website analytics.

    Better still, you get the necessary tools to turn those insights into action. Custom reporting lets you track and visualise the metrics that matter, while conversion optimisation tools like built-in A/B testing, heatmaps, session recordings and more let you test your theories. 

    Google Analytics

    A screenshot of Google Analytics 4 UI

    Google Analytics is the most popular and widely used tool on the market. The level of analysis and customisation you can do with it is impressive for a free tool. That includes tracking just about any event and creating reports from scratch. 

    Google Analytics provides some cross-channel marketing features and lets you track the impact of various channels, such as social and search, but there are a couple of drawbacks. 

    Privacy can be a concern because Google Analytics collects data from your customers for its own remarketing purposes. 

    It also uses data sampling to generate wider insights from a small subset of your data. This lack of accurate data reporting can cause you to generate false insights.

    With Google Analytics, you’ll also need to subscribe to additional tools to gain advanced insights into the user experience. So, consider that while this tool is free, you’ll need to pay for heatmaps, session recording and A/B testing tools to optimise effectively.

    Improvado

    A screenshot of Improvado's homepage

    Improvado is an analytics tool for sales and marketing teams that extracts thousands of metrics from hundreds of sources. It centralises data in data warehouses, from which you can create a range of marketing dashboards.

    While Improvado does have analytics capabilities, it is primarily an ETL (extraction, transform, load) tool for organisations that want to centralise all their data. That means marketers who aren’t familiar with data transformations may struggle to get their heads around the complexity of the platform.

    Make the most of cross-channel analytics with Matomo

    Cross-channel analytics is the only way to get a comprehensive view of your customer journey and understand how your channels work together to drive conversions.

    Then you’re dealing with so many channels and data ; keeping things as simple as possible is the key to success. That’s why over 1 million websites choose Matomo. 

    Our all-in-one analytics solution measures traditional web analytics, behavioural analytics, attribution and SEO, so you have 100% accurate data in one place. 

    Try it free for 21 days. No credit card required.

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    1er décembre 2009, par shnoulle@… — Log

    Deplacement de inc-theme-head à la suite de habillage.css et impression.css pour surcharge