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  • B2B Marketing Attribution Guide : How to Master It in 2024

    21 mai, par Erin

    The last thing you want is to invest your advertising dollars in channels, campaigns and ads that don’t work. But B2B marketing attribution — figuring out which marketing efforts drive revenue — is far from easy.

    With longer sales funnels and multiple people from the same company involved in the same sales process, B2B (business-to-business) is a different ballgame from B2C (business-to-consumer) marketing.

    In this guide, we break down what B2B marketing attribution is, how it’s different, which tools you can use to set it up and the best practices.

    What is B2B marketing attribution ?

    Marketing attribution in B2B companies is about figuring out where your high-value leads come from — nailing down long customer journeys across many different touchpoints.

    Illustration of attributing a multi-person customer journey

    The goal is to determine which campaigns and content contributed to various parts of the customer journey. It’s a complex process that needs a reliable, privacy-focused web analytics tool and a CRM that integrates with it.

    This process significantly differs from traditional marketing attribution, where you focus more on short sales cycles from individual customers. With multiple contributing decision makers, B2B attribution requires more robust systems.

    What makes marketing attribution different for B2B ?

    The key differences between B2B and B2C marketing attribution are a longer sales funnel and more people involved in the sales process.

    The B2B sales funnel is significantly longer and more complex

    The typical B2C sales funnel is often broken down into four simple stages :

    1. Awareness : when a prospect first finds out about your product or brand
    2. Interest : where a prospect starts to learn about the benefits of your product
    3. Desire : when a prospect understands that they need your product
    4. Action : the actual process of closing the sale

    Even the most simplified B2B sales funnel includes several key stages.

    5 stages of the B2B customer journey.

    Here’s a brief overview of each :

    1. Awareness : Buyers recognise they have a problem and start looking for solutions. Stand out with blog posts, social media updates, ebooks and whitepapers.
    2. Consideration : Buyers are aware of your company and are comparing options. Provide product demos, webinars and case studies to address their concerns and build trust.
    3. Conversion : Buyers have chosen your product or company. Offer live demos, customer service, case studies and testimonials to finalise the purchase.
    4. Loyalty : Buyers have made a purchase and are now customers. Nurture relationships with thank you emails, follow-ups, how-tos, reward programs and surveys to encourage repeat business.
    5. Advocacy : Loyal customers become advocates, promoting your brand to others. Encourage this with surveys, testimonial requests and a referral program.

    A longer sales cycle typically involves not only more touchpoints but also extended decision-making processes.

    More teams are involved in the marketing and sales process

    The last differentiation in B2B attribution is the number of people involved. Instead of clear-cut sales and marketing teams, revenue teams are becoming more common.

    They include all go-to-market teams like sales, marketing, customer success and customer support. In B2B sales, long-term customer relationships can be incredibly valuable. As such, the focus shifts away from new customer acquisition alone.

    For example, you can also track and optimise your onboarding process. Marketing gets involved in post-sale efforts to boost loyalty. Sales reps follow up with customer success to get new sales angles and insights. Customer support insights drive future product development.

    Everyone works together to meet high-level company goals.

    The next section will explore how to set up an attribution system.

    How to find the right mix of B2B marketing attribution tools

    For most B2B marketing teams, the main struggle with attribution is not with the strategy but with creating a reliable system that gives them the data points they need to implement that strategy.

    We’ll outline one approach you can take to achieve this without a million-dollar budget or internal data science team.

    Use website analytics to track touchpoints

    The first thing you want to do is install a reliable website analytics solution on your website. 

    Once you’ve got your analytics in place, use campaign tracking parameters to track touchpoints from external campaigns like email newsletters, social media ads, review sites (like Capterra) and third-party partner campaigns.

    This way, you get a clear picture of which sources are driving traffic and conversions, helping you improve your marketing strategies.

    With analytics installed, you can track the referring sources of visits, engagement and conversion events. A robust solution like Matomo tracks everything from traffic sources, marketing attribution and visitor counts to behavioural analytics, like clicks, scrolling patterns and form interactions on your site.

    Marketing attribution will give you a cohesive view of which traffic sources and campaigns drive conversions and revenue over long periods. With Matomo’s marketing attribution feature, you can even use different marketing attribution models to compare results :

    Matomo comparing linear, first click, and last click attribution models in the marketing attribution dashboard

    For example, in a single report, you can compare the last interaction, first interaction and linear (three common marketing attribution models). 

    In total, Matomo has 6 available attribution models to choose from :

    1. First interaction
    2. Last interaction
    3. Last non-direct 
    4. Linear
    5. Position based
    6. Time decay 

    These additional attribution models are crucial for B2B sites. While other web analytics solutions often limit to last-click attribution, this model isn’t optimal for B2B with extended sales cycles.

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    Use a CRM to integrate customer data from multiple sources

    Use your CRM software to integrate customer data from multiple sources. This will give you the ability to get meaningful B2B marketing insights. For example, you can get company-level insights so you can view conversion information by company, not just by person.

    Done effectively, you can close the loop back to analytics data by integrating data from multiple teams and platforms. 

    Implement self-reported attribution

    To further enhance the data, add qualifying questions in the lead signup process to create a hybrid attribution model. This is also known as self-reported attribution.

    Example of self-reported attribution

    Your web analytics platform won’t always be able to track the source of certain visits — for instance, “dark social” or peer-to-peer sharing, where links are shared privately and are not easily traceable by analytics tools.

    Doing self-reported attribution is crucial for getting a holistic image of your customer journey. 

    However, self-reported attribution isn’t foolproof ; users may click randomly or inaccurately recall where they first heard about you. So it’s essential to blend this data with your analytics to gain a more accurate understanding.

    Best practices for handling B2B prospect data in a privacy-sensitive world 

    Lastly, it’s important to respect your prospects’ privacy and comply with privacy regulations when conducting B2B marketing attribution.

    Privacy regulations and their enforcement are rapidly gaining momentum around the globe. Meta recently received a record GDPR fine of €1.2 billion for insufficient privacy measures when handling user data by the Irish Data Protection Agency.

    If you don’t want to risk major fines (or customers feeling betrayed), you shouldn’t follow in the same footsteps.

    Switch to a privacy-friendly web analytics

    Instead of using a controversial solution like Google Analytics, use a privacy-friendly web analytics solution like Matomo, Fathom or Plausible. 

    These alternatives not only ensure compliance with regulations like GDPR but also provide peace of mind amid the uncertain relationship between Google and GDPR. Google Analytics has faced bans in recent years, raising concerns about the future of the solution.

    While organisations governed by GDPR can currently use Google Analytics, there’s no guarantee of its continued availability.

    Make the switch to privacy-friendly web analytics to avoid potential fines and disruptive rulings that could force you to change platforms urgently. Such disruptions can be catastrophic for marketing teams heavily reliant on web analytics for tracking campaigns, business goals and marketing efforts.

    Improve your B2B marketing attribution with Matomo

    Matomo’s privacy-by-design architecture makes it the perfect analytics platform for the modern B2B marketer. Matomo enables you to meet even the strictest privacy regulations.

    At the same time, through campaign tracking URLs, marketing attribution, integrations and our API, you can track the results of various marketing channels and campaigns effectively. We help you understand the impact of each dollar of your marketing budget. 

    If you want a competitive edge over other B2B companies, try Matomo for free for 21 days. No credit card required.

  • CRO Program : Best Practices and KPIs to Track [2024]

    8 mai, par Erin

    Driving traffic to your website is only one part of the equation ; the second part is getting those visitors to convert by completing a desired action — creating an account, signing up for a newsletter or completing a purchase. 

    But if you fail to optimise your website for conversions, you’ll have a hard time guiding visitors further down the funnel and turning them into customers.

    That’s where a CRO program (or conversion rate optimisation) can help. 

    This article will cover conversion rate optimisation best practices and outline key metrics and KPIs to start tracking to see an improvement in your conversion rates.

    What is a CRO program ? 

    In the simplest terms, a CRO program — also called a CRO plan — is a digital marketing strategy. It focuses on implementing different tactics that can lead to an increase in conversion rate and maximising revenue. 

    CRO concept with marketing icons

    One thing to remember is that the definition of “conversion” varies from business to business. The most obvious type of conversion would be a financial transaction or a completed form — but it comes down to what you consider a valuable action. 

    Many different actions can count as conversions, depending on your marketing goals. 

    Besides making a purchase, other common examples of key conversion moments include creating a new account, signing up for a free trial, booking a demo and subscribing to an email newsletter. 

    Another thing worth noting is that while the average conversion rate on e-commerce websites is 3.76%, it might fluctuate across different industries and device types. Case in point — desktop devices have higher conversion rates than mobile devices, clocking in at 4.79% and 3.32%, respectively. 

    So, in addition to defining your key conversion moments, you should also go over conversion insights relevant to your specific industry. 

    The average landing page conversion rates across industries
    (Image Source)

    The importance of conversion rate optimisation 

    You’d be right to assume that the ultimate goal of a conversion rate optimisation process is to drive revenue through higher conversion rates — but don’t focus solely on the numbers. The core principle of a CRO program is improving the customer experience. Once you’ve achieved that, the increase in conversion rate will follow. 

    Illustration of conversion funnel optimisation

    According to a recent report, global conversion rate optimisation (CRO) software sales are expected to reach $3.7 billion by 2032 — up from $1.1 billion in 2021. 

    This growth indicates the increasing interest in strategies and tools that can help optimise the conversion funnel. Businesses are looking for ways to keep potential customers engaged and improve the average conversion rate — without necessarily increasing their spending. 

    Here are a few reasons why a CRO program deserves a spot in your broader digital marketing strategies : 

    • It can lower your cost per acquisition (CPA) : A CRO program is about optimising your conversion funnel by leveraging existing assets and website traffic rather than increasing your spending — which lowers the costs of acquiring new customers and, in turn, drives ROI. 
    • It can maximise customer lifetime value (CLV) : If you can turn one-time buyers into repeat customers, you’ll be one step closer to building a loyal user base and increasing your CLV. 
    • It can lead to increased sales and boost your revenue : Higher conversion rates typically mean higher revenue ; that’s arguably the most obvious benefit of implementing a CRO program. 
    • It improves the overall user experience : The goal is to make your site more accessible, easier to navigate and more engaging. Delivering the experience people want — and expect — when navigating your website is one of the core principles of a CRO program.
    • It helps you to get to know your customers better : You can’t meet your customers’ needs without taking the time to know them, create user personas and understand their preferences, pain points and conversion barriers they may be facing. 

    Conversion optimisation gives you a competitive edge in revenue and brand reputation. 

    5 CRO best practices 

    Illustration of different CRO elements

    Here are five conversion rate optimisation strategies and best practices that can make a real difference in the customer experience — and drive potential conversions. 

    Create a CRO roadmap in advance 

    First and foremost, you’ll need a well-defined “game plan” that aligns with and reflects your conversion goals. 

    A CRO roadmap is a detailed manual that outlines how to implement different elements of your CRO-related efforts. Marketing teams can refer to this step-by-step framework for test planning, prioritisation and resource allocation while optimising their marketing strategy. 

    While conversion rate optimisation can be a complex process — especially when you don’t know what to tackle first — we’ve found that there are three things you need to consider when setting the foundations of a successful CRO program : 

    • The “why” behind your website traffic : You’re likely using different online marketing strategies — from SEO to pay-per-click (PPC). So, it’s best to start by gathering channel-specific conversion insights through marketing attribution. Then identify which of these efforts have the biggest impact on your target audience. 
    • The so-called “conversion blockers” that tell you where and why visitors tend to leave without completing a desired action : Funnel analysis might reveal problematic pages — drop-off points where you tend to lose most of your visitors. 
    • Your “hooks” : User feedback can be of great help here ; you can learn a lot by simply asking your customers to fill out a quick online survey and tell you what motivated them to take action.

    Before working on that “game plan,” perform a pre-test analysis. 

    Matomo combines web analytics and user behaviour analytics with features like Heatmaps, Session Recordings, Form Analytics, Funnel Analytics, A/B Testing and User Flow. It can give you those initial benchmarks for measuring progress and a potential increase in conversion rate. 

    Validate your ideas with A/B and multivariate testing 

    Conversion rate optimisation is an iterative process. So, it shouldn’t come as a surprise that A/B testing variants of page layouts, CTAs, headlines, copy and other elements is a big part of it.

    Multivariate and A/B testing allows you to test a wide range of elements across your site and identify what works — and, more importantly, what doesn’t — in terms of driving conversions.

    On that note, Matomo’s A/B Testing feature can support your conversion rate optimisation process by identifying variants that perform better based on statistical significance. 

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    Get to know your website visitors 

    Driving conversions comes down to understanding potential customer’s pain points and needs — and delivering an experience that positions you as the solution and gets them to take action. 

    Here are a few things that can help you understand your website visitors better : 

    • Collecting customer feedback through surveys and using it to identify main areas for improvement 
    • Creating detailed customer personas and optimising your website design and messaging based on your target audience’s pain points, needs and wants 
    • Using heatmaps — colour-coded data visualisation tools that illustrate user interactions — and scroll maps to get a comprehensive overview of online sessions and identify the most engaging elements and those that stand out as potential conversion barriers 

    Matomo’s Heatmaps can help you identify the most-clicked elements on the page and show how far users scroll — providing powerful user insights you can use to optimise these pages.

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    Remove friction points 

    As we previously discussed, identifying friction points and barriers to conversion — issues that prevent visitors from converting — is one of the crucial aspects of developing a CRO plan. 

    Many different “conversion blockers” are worth looking into, including : 

    • Lengthy or otherwise complex checkout processes 
    • No guest checkout feature 
    • Device type, browser and OS compatibility issues 
    • Slow site speed and other technical issues
    • Lack of free shipping and limited payment methods 
    • Absence of social proof (customer reviews and testimonials) and trust badges

    Once you’ve identified what’s slowing down or completely discouraging users from reaching key conversion moments, take the time to address it. 

    Switch to text-based CTAs 

    Calls-to-action (CTAs) play a crucial role in guiding customers from interest to action. However, sometimes they fail to do their job — encouraging website visitors to proceed to the next step — effectively. 

    The most obvious reason is that your CTAs aren’t visually engaging or clear enough. In that case, you can try using action-oriented language and stronger visual elements and aligning the CTA copy with the context of the page. 

    But more often than not, the issue comes down to a phenomenon called “banner blindness” — the tendency of website visitors to ignore (either intentionally or unintentionally) elements on a page that resemble banner ads. 

    And if that’s what’s preventing visitors from converting, consider switching to text-based CTAs. 

    Conversion rate optimisation metrics and KPIs 

    At this point, you should know the outcomes you hope to achieve. Your next step should be to figure out how you’re going to measure and analyse results — and identify the changes that made the most impact on your conversion funnel. 

    After all, your CRO action plan should be based on data — assumptions and “gut feelings” will rarely lead to a notable increase in conversion rates. 

    Illustration of the conversion funnel

    That brings us to key performance indicators (KPIs) : 

    Tracking CRO metrics and website KPIs can help you understand the customer’s journey and path to purchase, identify opportunities for improving the user experience (UX) and determine how to optimise conversions.

    That said, you shouldn’t try to track every metric in the book ; think about your ultimate goal and identify the metrics and KPIs most relevant to your business. 

    We’ll assume that you’re already tracking macro- and micro-conversions. However, we’ve outlined a few additional key conversion rate optimisation metrics you should keep an eye on to make sure that your CRO program is performing as intended : 

    • Cost-per-conversion : By measuring how much you spend on each successful conversion — again, completed forms, sign-ups and sales all count as key conversion moments — you’ll be in a better position to assess the cost-effectiveness of your online marketing strategies.
    • Starter rate : This metric tells you the number of people who start filling out the form, after seeing it. This metric is particularly important for companies that rely on getting leads from forms. 
    • Average order value (AOV) : This metric is important for e-commerce sites to understand the value of their transactions. AOV calculates the average monetary value of each order.

    That’s not all ; you can also use a web analytics tool like Matomo to gain granular insights into visitors : 

    • Unique, new and returning visitors : Tracking the number of new and returning visitors your website gets within a given timeframe will help you understand your user base and determine if your content resonates with them. While you want a constant stream of new traffic, don’t overlook the importance of returning visitors ; they’re the foundation of a loyal customer base.
    • User flows : By analysing the user flows, you’ll have a visual representation of how visitors use your website, which will help you understand their journey and the specific path they take. 
    • Bounce rate : This metric tells you how many users viewed a single page on your site and ended up leaving before they took any kind of action. As such, it’s a clear indicator of how good your content, CTAs and website layout are at keeping users engaged.
    • Exit rate : Another key metric to track is the exit rate — the percentage of users who drop off at a specific page. High-exit pages usually lack important information and CTAs, cause frustration or otherwise fail to meet users’ expectations. Keep in mind that there’s a difference between bounce rate and exit rate — the latter involves users who viewed at least one other page. 

    There are many other user engagement metrics you should keep an eye on in addition to the ones mentioned above — including time on-page, actions per visit, scroll depth and traffic source. You’ll find all this information — and more — in Matomo’s Page Analytics Report. 

    Conclusion 

    Implementing a CRO program can be a time-consuming and iterative process. However, it’s vital for guiding your marketing efforts and making data-driven decisions that’ll ultimately help you drive growth and reach your business goals. 

    It’s best to start by identifying where your website visitors come from and what contributes to — or prevents them from — taking further action. But that’s easier said than done. You’ll need to leverage web analytics tools like Matomo to gather powerful user insights and monitor your website’s performance. 

    As an all-in-one, privacy-friendly web analytics solution, Matomo combines traditional web analytics and advanced behavioural analytics — delivering a consistent experience based on 100% accurate, unsampled data.

    Join the 1 million websites that have chosen Matomo as their web analytics platform. Start your 21-day free trial today — and see how Matomo can help you improve your website’s conversion rates. No credit card required.

  • How (and Why) to Run a Web Accessibility Audit in 2024

    7 mai, par Erin

    When 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.

    Illustration of a sight-impaired person using text-to-speech to browse a website on a smartphone

    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 ?
    Illustration of the results of an automated accessibility test

    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 :

    Diagram of core WCAG considerations like text scalability, colour choices, accessible navigation, and more

    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.

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    No credit card required

    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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