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L’agrémenter visuellement
10 avril 2011MediaSPIP est basé sur un système de thèmes et de squelettes. Les squelettes définissent le placement des informations dans la page, définissant un usage spécifique de la plateforme, et les thèmes l’habillage graphique général.
Chacun peut proposer un nouveau thème graphique ou un squelette et le mettre à disposition de la communauté. -
Websites made with MediaSPIP
2 mai 2011, parThis page lists some websites based on MediaSPIP.
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Creating farms of unique websites
13 avril 2011, parMediaSPIP platforms can be installed as a farm, with a single "core" hosted on a dedicated server and used by multiple websites.
This allows (among other things) : implementation costs to be shared between several different projects / individuals rapid deployment of multiple unique sites creation of groups of like-minded sites, making it possible to browse media in a more controlled and selective environment than the major "open" (...)
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How (and Why) to Run a Web Accessibility Audit in 2024
7 mai 2024, par ErinWhen most businesses design their websites, they primarily think about aesthetics, not accessibility. However, not everyone who visits your website has the same abilities or access needs. Eight percent of the US population has visual impairments.
The last thing you want is to alienate website visitors with a bad experience because your site isn’t up to accessibility standards. (And with growing international regulation, risk fines or lawsuits as a result.)
A web accessibility audit can help you identify and fix any issues for users with impaired vision, hearing or other physical disabilities. In this article, we’ll cover how to conduct such an audit efficiently for your website in 2024.
What is a web accessibility audit ?
A web accessibility audit is a way to evaluate the usability of your website for users with visual, auditory or physical impairments, as well as cognitive disabilities or neurological issues. The goal is to figure out how accessible your website is to each of these affected groups and solve any issues that come up.
To complete an audit, you use digital tools and various manual accessibility testing processes to ensure your site meets modern web accessibility standards.
Why is a web accessibility audit a must in 2024 ?
For far too long, many businesses have not considered the experiences of those with disabilities. The growing frustrations of affected internet users have led to a new focus on web accessibility laws and enforcement.
Lawsuits related to the ADA (Americans with Disabilities Act) reached all-time highs in 2023 — over 4,500 digital-related lawsuits were filed. The EU has also drawn up the European Accessibility Act (EAC), which goes into effect in June 2025.
But at the end of the day, it’s not about accessibility legislation. It’s about doing right by people.
This video by voice actor, YouTuber, and surfer Pete Gustin demonstrates why accessibility measures are so important. If buttons, navigation and content sections aren’t properly labelled, sight-impaired people who rely on speech-to-text to browse the web can’t comfortably interact with your site.
And you’re worse off for it. You can lose some of your best customers and advocates this way.
With stronger enforcement of accessibility regulations in the US and new regulations coming into effect in the EU in 2025, the time to act is now. It’s not enough to “keep accessibility in mind” — you must take concrete steps to improve it.
Who should lead a web accessibility audit ?
Ideally, you want to hire a third-party web accessibility expert to lead the audit. They can guide you through multiple stages of manual accessibility testing to ensure your site meets regulations and user needs.
Experienced accessibility auditors are familiar with common pitfalls and can help you avoid them. They ensure you meet the legal requirements with proper solutions, not quick fixes.
If this isn’t an option, find someone with relevant experience within your company. And involve someone with “skin in the game” in the process. Hire someone with visual impairments to usability test your site. Don’t just do automated tests or “put yourself in their shoes.” Make sure the affected users can use your site without issues.
Automated vs. manual audits and the danger of shortcuts
While there are automated audits, they only check for the bare minimum :
- Do your images have alt tags ? (They don’t check if the alt tag is descriptive or just SEO junk text.)
- Are clickable buttons identified with text for visually impaired users ?
- Is your text size adjustable ?
- Are your background and foreground colours accessible for colour-blind users ? Is there a sufficient contrast ratio ?
They don’t dive into the user journey (and typically can’t access login-locked parts of your site). They can be a good starting point, but it’s a bad idea to rely completely on automated audits.
They’ll miss more complex issues like :
- Dynamic content and animated elements or videos that could put people with epilepsy at risk of seizures
- A navigational flow that is unnecessarily challenging for users with impairments
- Video elements without proper captions
So, don’t rely too much on automated tests and audits. Many lawsuits for ADA infractions are against companies that think they’ve already solved the problem. For example, 30% of 2023 lawsuits were against sites that used accessibility overlays.
Key elements of the Web Content Accessibility Guidelines (WCAG)
The international standard for web accessibility is the Web Content Accessibility Guidelines (WCAG). In the most recent version, WCAG 2.2, there are new requirements for visual elements and focus and other updates.
Here’s a quick overview of the key priorities of WCAG :
Perceivable : Any user can read or listen to your site’s content
The first priority is for any user to be able to perceive the actual content on your site. To be compliant, you need to make these adjustments and more :
- Use text that scales with browser settings.
- Avoid relying on colour contrasts to communicate something.
- Ensure visual elements are explained in text.
- Offer audio alternatives for things like CAPTCHA.
- Form fields and interactive elements are properly named.
Operable : Any user can navigate the site and complete tasks without issue
The second priority is for users to navigate your website and complete tasks. Here are some of the main considerations for this section :
- Navigation is possible through keyboard and text-to-speech interfaces.
- You offer navigation tools to bypass repeated blocks of content.
- Buttons are properly titled and named.
- You give impaired users enough time to finish processes without timing out.
- You allow users to turn off unnecessary animations (and ensure none include three flashes or more within one second).
- Links have a clear purpose from their alt text (and context).
Understandable : Any user can read and understand the content
The third priority is making the content understandable. You need to communicate as simply and as clearly as possible. Here are a few key points :
- Software can determine the default language of each page.
- You use a consistent method to explain jargon or difficult terms.
- You introduce the meaning of unfamiliar abbreviations and acronyms.
- You offer tools to help users double-check and correct input.
- The reading grade is not higher than grade 9. If it is, you must offer an alternative text with a lower grade.
- Use consistent and predictable formatting and navigation.
This intro to accessibility guidelines should help you see the wide range of potential accessibility issues. Accessibility is not just about screen readers — it’s about ensuring a good user experience for users with a wide range of disabilities.
Note : If you’re not hiring a third-party expert for the manual accessibility audit, this introduction isn’t enough. You need to familiarise yourself with all 50 success criteria in WCAG 2.2.
How to do your first web accessibility audit
Ready to find and fix the accessibility issues across your website ? Follow the steps outlined below to do a successful accessibility audit.
Start with an automated accessibility test
To point you in the right direction, start with a digital accessibility checker. There are many free alternatives, including :
- Accessibility Checker
- Silktide accessibility checker
- AAArdvark
When choosing a tool, check it’s up-to-date with the newest accessibility guidelines. Many accessibility evaluation tools are still based on the WCAG 2.1 version rather than WCAG 2.2.
The tool will give you a basic evaluation of the accessibility level of your site. A free report can quickly identify common issues with navigation, labelling, colour choices and more.
But this is only good as a starting point. Remember that even paid versions of these testing tools are limited and cannot replace a manual audit.
Look for common issues
The next step is to manually look for common issues that impact your site’s level of accessibility :
- Undescriptive alt text
- Colour combinations (and lack of ability to change background and foreground colours)
- Unscalable text
- Different site content sections that are not properly labelled
The software you use to create your site can lead to many of these issues. Is your content management system (CMS) compliant with ADA or WCAG ? If not, you may want to move to a CMS before continuing the audit.
Pinpoint customer journeys and test them for accessibility
After you’ve fixed common issues, it’s essential to put the actual customer journey to the test. Explore your most important journeys with behavioural analytics tools like session recordings and funnel analysis.
Analysing funnel reports lets you quickly identify each page that usually contributes to a sale. You will also have an overview of the most popular funnels to evaluate for accessibility.
If your current web analytics platform doesn’t offer behavioural reports like these, Matomo can help. Our privacy-friendly web analytics solution includes funnel reports, session recordings, A/B testing, form analytics, heatmaps and more.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
If you don’t have the budget to test every page individually, this is the perfect place to start. You want to ensure that users with disabilities have no issues completing the main tasks on your site.
Don’t focus solely on your web pages
Accessibility barriers can also exist outside of your standard web pages. So ensure that other file formats like PDFs and videos are also accessible.
Remember that downloadable materials are also part of your digital experience. Always consider the needs of individuals with disabilities when accessing things like case studies or video tutorials.
Highlight high-priority issues in a detailed report
To complete the audit, you need to summarise and highlight high-priority issues. In a larger company, this will be in the form of a report. W3’s Web Accessibility Initiative offers a free accessibility report template and an online tool to generate a report.
For smaller teams, it may make sense to input issues directly into the product backlog or a task list. Then, you can tackle the issues, starting with high-priority pages identified earlier in this process.
Avoid quick fixes and focus on sustainable improvement
As mentioned, AI-powered overlay solutions aren’t compliant and put you at risk for lawsuits. It’s not enough to install a quick accessibility tool and pat yourself on the back.
And it’s not just about accessibility compliance. These solutions provide a disjointed experience that alienates potential users.
The point of a digital accessibility audit is to identify issues and provide a better experience to all your users. So don’t try to cut corners. Do the work required to implement solutions that work seamlessly for everyone. Invest in a long-term accessibility remediation process.
Deliver a frictionless experience while gaining insight into your users
An accessibility audit is crucial to ensure an inclusive experience — that a wide variety of users can read and interact with your site.
But what about the basic usability of your website ? Are you sure the experience is without friction ? Matomo’s behavioural analytics tools can show how users interact with your website.
For example, heatmaps can show you where users are clicking — which can help you identify a pattern, like many users mistaking a visual element for a button.
Plus, our privacy-friendly web analytics are compliant with GDPR, CCPA and other data privacy regulations. That helps protect you against privacy-related lawsuits, just as an accessibility audit protects you against ADA lawsuits.
And it never hurts that your users know you respect their privacy. Try Matomo free for 21-days. No credit card required.
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21 day free trial. No credit card required.
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What Are Website KPIs (10 KPIs and Best Ways to Track Them)
3 mai 2024, par ErinTrying to improve your website’s performance ?
Have you ever heard the phrase, “What gets measured gets managed ?”
To improve, you need to start crunching your numbers.
The question is, what numbers are you supposed to track ?
If you want to improve your conversions, then you need to track your website KPIs.
In this guide, we’ll break down the top website KPIs you need to be tracking and how you can track them so you can double down on what’s working with your website (and ditch what’s not).
Let’s begin.
What are website KPIs ?
Before we dive into website KPIs, let’s define “KPI.”
A KPI is a key performance indicator.
You can use this measurable metric to track progress toward a specific objective.
A website KPI is a metric to track progress towards a specific website performance objective.
Website KPIs help your business identify strengths and weaknesses on your website, activities you’re doing well (and those you’re struggling with).
Web KPIs can give you and your team a target to reach with simple checkpoints to show you whether you’re on the right track toward your goals.
By tracking website KPIs regularly, you can ensure your organisation performs consistently at a high level.
Whether you’re looking to improve your traffic, leads or revenue, keeping a close eye on your website KPIs can help you reach your goals.
10 Website KPIs to track
If you want to improve your site’s performance, you need to track the right KPIs.
While there are plenty of web analytics solutions on the market today, below we’ll cover KPIs that are automatically tracked in Matomo (and don’t require any configuration).
Here are the top 10 website KPIs you need to track to improve site performance and grow your brand :
1. Pageviews
Website pageviews are one of the most important KPIs to track.
What is it exactly ?
It’s simply the number of times a specific web page has been viewed on your site in a specific time period.
For example, your homepage might have had 327 pageviews last month, and only 252 this month.
This is a drop of 23%.
A drop in pageviews could mean your search engine optimisation or traffic campaigns are weakening. Alternatively, if you see pageviews rise, it could mean your marketing initiatives are performing well.
High or low pageviews could also indicate potential issues on specific pages. For example, your visitors might have trouble finding specific pages if you have poor website structure.
2. Average time on page
Now that you understand pageviews, let’s talk about average time on page.
This is simple : it’s the average amount of time your visitors spend on a particular web page on your site.
This isn’t the average time they spend on your website but on a specific page.
If you’re finding that you’re getting steady traffic to a specific web page, but the average time on the page is low, it may mean the content on the page needs to be updated or optimised.
Tracking your average time on page is important, as the longer someone stays on a page, the better the experience.
This isn’t a hard and fast rule, though. For specific types of content like knowledge base articles, you may want a shorter period of time on page to ensure someone gets their answer quickly.
3. Bounce rate
Bounce rate sounds fun, right ?
Well, it’s not usually a good thing for your website.
A bounce rate is how many users entered your website but “bounced” away without clicking through to another page.
Your bounce rate is a key KPI that helps you determine the quality of your content and the user experience on individual pages.
You could be getting plenty of traffic to your site, but if the majority are bouncing out before heading to new pages, it could mean that your content isn’t engaging enough for your visitors.
Remember, like average time on page, your bounce rate isn’t a black-and-white KPI.
A higher bounce rate may mean your site visitors got exactly what they needed and are pleased.
But, if you have a high bounce rate on a product page or a landing page, that is a sign you need to optimise the page.
4. Exit rate
Bounce rate is the percentage of people who left the website after visiting one page.
Exit rate, on the other hand, is the percentage of website visits that ended on a specific page.
For example, you may find that a blog post you wrote has a 19% exit rate and received 1,000 visits that month. This means out of the 1,000 people who viewed this page, 190 exited after visiting it.
On the other hand, you may find that a second blog post has 1,000 pageviews, but a 10% exit rate, with only 100 people leaving the site after visiting this page.
What could this mean ?
This means the second page did a better job keeping the person on your website longer. This could be because :
- It had more engaging content, keeping the visitors’ interest high
- It had better internal links to other relevant pieces of content
- It had a better call to action, taking someone to another web page
If you’re an e-commerce store and notice that your exit rate is higher on your product, cart or checkout pages, you may need to adjust those pages for better conversions.
5. Average page load time
Want to know another reason you may have a high exit rate or bounce rate on a page ?
Your page load time.
The average page load time is the average time it takes (in seconds) from the moment you click through to a page until it has fully rendered within your browser.
In other words, it’s the time it takes after you click on a page for it to be fully functional.
Your average load time is a crucial website KPI because it significantly impacts page performance and the user experience.
How important is your page load time ?
Nearly 53% of website visitors expect e-commerce pages to load in 3 seconds or less.
You will likely lose visitors if your pages take too long to load.
You could have the best content on a web page, but if it takes too long to load, your visitors will bounce, exit, or simply be frustrated.
6. Conversions
Conversions.
It’s one of the most popular words in digital marketing circles.
But what does it mean ?
A conversion is simply the number of times someone takes a specific action on your website.
For example, it could be wanting someone to :
- Read a blog post
- Click an external link
- Download a PDF guide
- Sign up to your email list
- Comment on your blog post
- Watch a new video you uploaded
- Purchase a limited-edition product
- Sign up for a free trial of your software
To start tracking conversions, you need to first decide what your business goals are for your website.
With Matomo, you can set up conversions easily through the Goals feature. Simply set up your website goals, and Matomo will automatically track the conversions towards that objective (as a goal completion).
Simply choose what conversion you want to track, and you can analyse when conversions occur through the Matomo platform.
7. Conversion rate
Now that you know what a conversion is, it’s time to talk about conversion rate.
This key website KPI will help you analyse your performance towards your goals.
Conversion rate is simply the percentage of visitors who take a desired action, like completing a purchase, signing up for a newsletter, or filling out a form, out of the total number of visitors to your website or landing page.
Understanding this percentage can help you plan your marketing strategy to improve your website and business performance.
For instance, let’s say that 2% of your website visitors purchase a product on your digital storefront.
Knowing this, you could tweak different levers to increase your sales.
If your average order value is $50 and you get 100,000 visits monthly, you make about $100,000.
Let’s say you want to increase your revenue.
One option is to increase your traffic by implementing campaigns to increase different traffic sources, such as social media ads, search ads, organic social traffic, and SEO.
If you can get your traffic to 120,000 visitors monthly, you can increase your revenue to $120,000 — an additional $20,000 monthly for the extra 20,000 visits.
Or, if you wanted to increase revenue, you could ignore traffic growth and simply improve your website with conversion rate optimisation (CRO).
CRO is the practice of making changes to your website or landing page to encourage more visitors to take the desired action.
If you can get your conversion rate up to 2.5%, the calculation looks like this :
100,000 visits x $50 average order value x 2.5% = $125,000/month.
8. Average time spent on forms
If you want more conversions, you need to analyse forms.
Why ?
Form analysis is crucial because it helps you pinpoint where users might be facing obstacles.
By identifying these pain points, you can refine the form’s layout and fields to enhance the user experience, leading to higher conversion rates.
In particular, you should track the average time spent on your forms to understand which ones might be causing frustration or confusion.
The average time a visitor spends on a form is calculated by measuring the duration between their first interaction with a form field (such as when they focus on it) and their final interaction.
Find out how Concrete CMS tripled their leads using Form Analytics.
9. Play rate
One often overlooked website KPI you need to be tracking is play rate.
What is it exactly ?
The percentage of visitors who click “play” on a video or audio media format on a specific web page.
For example, if you have a video on your homepage, and 50 people watched it out of the 1,000 people who visited your website today, you have a play rate of 5%.
Play rate lets you track whenever someone consumes a particular piece of audio or video content on your website, like a video, podcast, or audiobook.
Not all web analytics solutions offer media analytics. However, Matomo lets you track your media like audio and video without the need for configuration, saving you time and upkeep.
10. Actions per visit
Another crucial website KPI is actions per visit.
This is the average number of interactions a visitor has with your website during a single visit.
For example, someone may visit your website, resulting in a variety of actions :
- Downloading content
- Clicking external links
- Visiting a number of pages
- Conducting specific site searches
Actions per visit is a core KPI that indicates how engaging your website and content are.
The higher the actions per visit, the more engaged your visitors typically are, which can help them stay longer and eventually convert to paying customers.
Track your website KPIs with Matomo today
Running a website is no easy task.
There are dozens of factors to consider and manage :
- Copy
- Design
- Performance
- Tech integrations
- And more
But, to improve your website and grow your business, you must also dive into your web analytics by tracking key website KPIs.
Managing these metrics can be challenging, but Matomo simplifies the process by consolidating all your core KPIs into one easy-to-use platform.
As a privacy-friendly and GDPR-compliant web analytics solution, Matomo tracks 20-40% more data than other solutions. So you gain access to 100% accurate, unsampled insights, enabling confident decision-making.
Join over 1 million websites that trust Matomo as their web analytics solution. Try it free for 21 days — no credit card required.
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21 day free trial. No credit card required.
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A Beginner’s Guide to Omnichannel Analytics
14 avril 2024, par ErinLinear customer journeys are as obsolete as dial-up internet and floppy disks. As a marketing manager, you know better than anyone that customers interact with your brand hundreds of times across dozens of channels before purchasing. That can make tracking them a nightmare unless you build an omnichannel analytics solution.
Alas, if only it were that simple.
Unfortunately, it’s not enough to collect data on your customers’ complex journeys just by buying an omnichannel platform. You need to generate actionable insights by using marketing attribution to tie channels to conversions.
This article will explain how to build a useful omnichannel analytics solution that lets you understand and improve the customer journey.
What is omnichannel analytics ?
Omnichannel analytics collects and analyses customer data from every touchpoint and device. The goal is to collect all this omnichannel data in one place, creating a single, real-time, unified view of your customer’s journey.
Unfortunately, most businesses haven’t achieved this yet. As Karen Lellouche Tordjman and Marco Bertini say :
“Despite all the buzz around the concept of omnichannel, most companies still view customer journeys as a linear sequence of standardised touchpoints within a given channel. But the future of customer engagement transforms touchpoints from nodes along a predefined distribution path to full-blown portals that can serve as points of sale or pathways to many other digital and virtual interactions. They link to chatbots, kiosks, robo-advisors, and other tools that customers — especially younger ones — want to engage with.”
However, doing so is more important than ever — especially when consumers have over 300 digital touchpoints, and the average number of touchpoints in the B2B buyer journey is 27.
Not only that, but customers expect personalised experiences across every platform — that’s the kind you can only create when you have access to omnichannel data.
What might omnichannel analytics look like in practice for an e-commerce store ?
An online store would integrate data from channels like its website, mobile app, social media accounts, Google Ads and customer service records. This would show how customers find its brand, how they use each channel to interact with it and which channels convert the most customers.
This would allow the e-commerce store to tailor marketing channels to customers’ needs. For instance, they could focus social media use on product discovery and customer support. Google Ads campaigns could target the best-converting products. While all this is happening, the store could also ensure every channel looks the same and delivers the same experience.
What are the benefits of omnichannel analytics ?
Why go to all the trouble of creating a comprehensive view of the customer’s experience ? Because you stand to gain some pretty significant benefits when implementing omnichannel analytics.
Understand the customer journey
You want to understand how your customers behave, right ? No other method will allow you to fully understand your customer journey the way omnichannel analytics does.
It doesn’t matter how customers engage with your brand — whether that’s your website, app, social media profiles or physical stores — omnichannel analytics capture every interaction.
With this 360-degree view of your customers, it’s easy to understand how they move between channels, where they encounter issues and what bottlenecks prevent them from converting.
Deliver better personalisation
We don’t have to tell you that personalisation matters. But do you know just how important it is ? Since 56% of customers will become repeat buyers after a personalised experience, delivering them as often as possible is critical.
Omnichannel analytics helps in your quest for personalisation by highlighting the individual preferences of customer segments. For example, e-commerce stores can use omnichannel analytics to understand how shoppers behave across different devices and tailor their offers accordingly.
Upgrade the customer experience
Omnichannel analytics gives you the insights to improve every aspect of the customer experience.
For starters, you can ensure a consistent brand experience across all your top channels by making sure they look and behave the same.
Then, you can use omnichannel insights to tailor each channel to your customers’ requirements. For example, most people interacting with your brand on social media may seek support. Knowing that you can create dedicated support accounts to assist users.
Improve marketing campaigns
Which marketing campaigns or traffic sources convert the most customers ? How can you improve these campaigns ? Omnichannel analytics has the answers.
When you implement omnichannel analytics you automatically track the performance of every marketing channel by attributing each conversion to one or more traffic sources. This lets you see whether Google Ads bring in more customers than your SEO efforts. Or whether social media ads are the most profitable acquisition channel.
Armed with this information, you can improve your marketing efforts — either by focusing on your profitable channels or rectifying problems that stop less profitable channels from converting.
What are the challenges of omnichannel analytics ?
There are three challenges when implementing an omnichannel analytics solution :
- Complex customer journeys : Customer journeys aren’t linear and can be incredibly difficult to track.
- Regulatory and privacy issues : When you start gathering customer data, you quickly come up against consumer privacy laws.
- No underlying goal : There has to be a reason to go to all this effort, but brands don’t always have goals in mind before they start.
You can’t do anything about the first challenge.
After all, your customer journey will almost never be linear. And isn’t the point of implementing an omnichannel solution to understand these complex journeys in the first place ? Once you set up omnichannel analytics, these journeys will be much easier to decipher.
As for the other two :
Using the right software that respects user privacy and complies with all major privacy laws will avoid regulatory issues. Take Matomo, for instance. Our software was designed with privacy in mind and is configured to follow the strictest privacy laws, such as GDPR.
Tying omnichannel analytics to marketing attribution will solve the final challenge by giving your omnichannel efforts a goal. When you tie omnichannel analytics to your marketing efforts, you aren’t just getting a 360-degree view of your customer journey for the sake of it. You are getting that view to improve your marketing efforts and increase sales.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
How to set up an omnichannel analytics solution
Want to set up a seamless analytical environment that incorporates data from every possible source ? Follow these five steps :
Choose one or more analytics providers
You can use several tools to build an omnichannel analytics solution. These include web and app analytics tools, customer data platforms that centralise first-party data and business intelligence tools (typically used for visualisation).
Which tools you use will depend on your goals and your budget — the loftier your ambitions and the higher your budget, the more tools you can use.
Ideally, you should use as few tools as possible to capture your data. Most teams won’t need business intelligence platforms, for example. However, you may or may not need both an analytics platform and a customer data platform. Your decision will depend on how many channels your customers use and how well your analytics tool tracks everything.
If it can capture web and app usage while integrating with third-party platforms like your back-end e-commerce platform, then it’s probably enough.
Collect accurate data at every touchpoint
Your omnichannel analytics efforts hinge on the quantity and quality of data you can collect. You want to gather data from every touchpoint possible and store that data in as few places as possible. That’s why choosing as few tools as possible in the step above is so important.
So, where should you start ? Common data sources include :
- Your website
- Apps (iOS and Android)
- Social media profiles
- ERPs
- PoS systems
At the same time, make sure you’re tracking all relevant metrics. Revenue, customer engagement and conversion-focused metrics like conversion rate, dwell time, cart abandonment rate and churn rate are particularly important.
Set up marketing attribution
Setting up marketing attribution (also known as multi-touch attribution) is essential to tie omnichannel data to business goals. It’s the only way to know exactly how valuable each marketing channel is and where each customer comes from.
You’ll want to use multi-touch attribution, given you have data from across the customer journey.
Multi-touch attribution models can include (but are not limited to) :
- Linear : where each touchpoint is given equal weighting
- Time decay : where touchpoints are more valuable the nearer they are to conversion
- Position-based : where the first and last touch points are more valuable than all the others.
You don’t have to use just one of the models above, however. One of the benefits of using a web analytics tool like Matomo is that you can choose between different attribution models and compare them.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Create reports that help you visualise data
Dashboards are your friend here. They’ll let you see KPIs at a glance, allowing you to keep track of day-to-day changes in your customer journey. Ideally, you’ll want a platform that lets you customise dashboard widgets so only relevant KPIs are shown.
Setting up standard and custom reports is also important. Custom reports allow you to choose metrics and dimensions that align with your goals. They will also allow you to present your data most meaningfully to your team, increasing the likelihood they act upon insights.
Analyse data and take action
Now that you have customer journey data at your fingertips, it’s time to analyse it. After all, there’s no point in implementing an omnichannel analytics solution if you aren’t going to take action.
If you’re unsure where to start, re-read the benefits we listed at the start of this article. You could use your omnichannel insights to improve your marketing campaigns by doubling down on the channels that bring in the best customers.
Or you could identify (and fix) bottlenecks in the customer journey so customers are less likely to fall out of your funnel between certain channels.
Just make sure you take action based on your data alone.
Make the most of omnichannel analytics with Matomo
A comprehensive web and app analytics platform is vital to any omnichannel analytics strategy.
But not just any solution will do. When privacy regulations impede an omnichannel analytics solution, you need a platform to capture accurate data without breaking privacy laws or your users’ trust.
That’s where Matomo comes in. Our privacy-friendly web analytics platform ensures accurate tracking of web traffic while keeping you compliant with even the strictest regulations. Moreover, our range of APIs and SDKs makes it easy to track interactions from all your digital products (website, apps, e-commerce back-ends, etc.) in one place.
Try Matomo for free for 21 days. No credit card required.
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21 day free trial. No credit card required.
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