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• Marketing Touchpoints : Examples, KPIs, and Best Practices

  11 mars 2024, par Erin

  The customer journey is rarely straightforward. Rather, each stage comprises numerous points of contact with your brand, known as marketing touchpoints. And each touchpoint is equally important to the customer experience. 

  This article will explore marketing touchpoints in detail, including how to analyse them with attribution models and which KPIs to track. It will also share tips on incorporating these touchpoints into your marketing strategy. 

  What are marketing touchpoints ? 

  Marketing touchpoints are the interactions that take place between brands and customers throughout the latter’s journey, either online or in person. 

  

  By understanding how customers interact with your brand before, during and after a purchase, you can identify the channels that contribute to starting, driving and closing buyer journeys. Not only that, but you’ll also learn how to optimise the customer experience. This can also help you : 

  • Promote customer loyalty through increased customer satisfaction
  • Improve your brand reputation and foster a more positive perception of your brand, supported by social proof 
  • Build brand awareness among prospective customers 
  • Reconnect with current customers to drive repeat business

  According to a 2023 survey, social media and video-sharing platforms are the leading digital touchpoints among US consumers.

  

  With the customer journey divided into three stages — awareness, consideration, and decision — we can group these interactions into three touchpoint segments, depending on whether they occur before, during or after a purchase. 

  Touchpoints before a purchase

  Touchpoints before a purchase are those initial interactions between potential customers and brands that occur during the awareness stage — before they’ve made a purchase decision. 

  Here are some key touchpoints at the pre-purchase stage : 

  • Customer reviews, forums, and testimonials 
  • Social media posts
  • Online ads 
  • Company events and product demos
  • Other digital touchpoints, like video content, blog posts, or infographics
  • Peer referral 

  In PwC’s 2024 Global Consumer Insights Pulse Survey, 54% of consumers listed search engines as their primary source of pre-purchase information, followed by Amazon (35%) and retailer websites (33%). 

  Here are the survey’s findings in Western Europe, specifically : 

  

  Social channels are another major pre-purchase touchpoint ; 25% of social media users aged 18 to 44 have made a purchase through a social media app over the past three months. 

  Touchpoints during a purchase

  Touchpoints during a purchase occur when the prospective customer has made their purchase decision. It’s the beginning of a (hopefully) lasting relationship with them. 

  It’s important to involve both marketing and sales teams here — and to keep track of conversion metrics. 

  Here are the main touchpoints at this stage : 

  • Company website pages 
  • Product pages and catalogues 
  • Communication between customers and sales reps 
  • Product packaging and labelling 
  • Point-of-sale (POS) — the final touchpoint the prospective customer will reach before making the final purchasing decision 

  Touchpoints after a purchase

  You can use touchpoints after a purchase to maintain a positive relationship and keep current customers engaged. Examples of touchpoints that contribute to a good post-purchase experience for the customer include the following : 

  • Thank-you emails 
  • Email newsletters 
  • Customer satisfaction surveys 
  • Cross-selling emails 
  • Renewal options 
  • Customer loyalty programs

  Email marketing remains significant across all touchpoint segments, with 44% of CMOs agreeing that it’s essential to their marketing strategy — and it also plays a particularly important role in the post-purchase experience. For 61.1% of marketing teams, email open rates are higher than 20%.

  

  Sixty-nine percent of consumers say they’ve stopped doing business with a brand following a bad experience, so the importance of customer service touchpoints shouldn’t be overlooked. Live chat, chatbots, self-service resources, and customer service teams are integral to the post-purchase experience.

  Attribution models : Assigning value to marketing touchpoints 

  Determining the most effective touchpoints — those that directly contribute to conversions — is a process known as marketing attribution. The goal here is to identify the specific channels and points of contact with prospective customers that result in revenue for the company.

  

  You can use these insights to understand — and maximise — marketing return on investment (ROI). Otherwise, you risk allocating your budget to the wrong channels. 

  It’s possible to group attribution models into two categories — single-touch and multi-touch — depending on whether you assign value to one or more contributing touchpoints.

  Single-touch attribution models, where you’re giving credit for the conversion to a single touchpoint, include the following :

  • First-touch attribution : This assigns credit for the conversion to the first interaction a customer had with a brand ; however, it fails to consider lower-funnel touchpoints.
  • Last-click attribution : This focuses only on bottom-of-funnel marketing and credits the last interaction the customer had with a brand before completing a purchase.
  • Last non-direct : Credits the touchpoint immediately preceding a direct touchpoint with all the credit.

  Multi-touch attribution models are more complex and distribute the credit for conversion across multiple relevant touchpoints throughout the customer journey :

  • Linear attribution : The simplest multi-touch attribution model assigns equal values to all contributing touchpoints.
  • Position-based or U-shaped attribution : This assigns the greatest value to the first and last touchpoint — with 40% of the conversion credit each — and then divides the remaining 20% across all the other touchpoints.
  • Time-decay attribution : This model assigns the most credit to the customer’s most recent interactions with a brand, assuming that the touchpoints that occur later in the journey have a bigger impact on the conversion.

  Consider the following when choosing the most appropriate attribution model for your business :

  • The length of your typical sales cycle
  • Your marketing goals : increasing awareness, lead generation, driving revenue, etc.
  • How many stages and touchpoints make up your sales funnel

  Sometimes, it even makes sense to measure marketing performance using more than one attribution model.

  With the sheer volume of data that’s constantly generated across numerous online touchpoints, from your website to social media channels, it’s practically impossible to collect and analyse it manually.

  You’ll need an advanced web analytics platform to identify key touchpoints and assign value to them.

  Matomo’s Marketing Attribution feature can accurately measure the performance of different touchpoints to ensure that you’re allocating resources to the right channels. This is done in a compliant manner, without the need of data sampling or requiring cookie consent screens (excluding in Germany and the UK), ensuring both accuracy and privacy compliance.

  Try Matomo for Free

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

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  Customer journey KPIs for measuring marketing campaign performance 

  Measuring the impact of different touchpoints on marketing campaign performance can help you understand how customer interactions drive conversions — and how to optimise your future efforts. 

  

  Clearly, this is not a one-time effort. You should continuously reevaluate the crucial touchpoints that drive the most engagement at different stages of the customer journey. 

  Web analytics platforms can provide valuable insights into ever-changing consumer behaviours and trends and help you make informed decisions. 

  At the moment, Google is the most popular solution in the web analytics industry, with a combined market share of more than 70%. 

  However, if privacy, data accuracy, and GDPR compliance are a priority for you, Matomo is an alternative worth considering. 

  Try Matomo for Free

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

  Start for free

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  KPIs to track before a purchase 

  During the pre-purchase stage, focus on the KPIs that measure the effectiveness of marketing activities across various online touchpoints — landing pages, email campaigns, social channels and ad placement on SERPs, for instance. 

  KPIs to track during the consideration stage include the following : 

  • Cost-per-click (CPC) : The CPC, the total cost of paid online advertising divided by the number of clicks those ads get, indicates whether you’re getting a good ROI. In the UK, the average CPC for search advertising is $1.22. Globally, it averages $0.62.
  • Engagement rate : The engagement rate, which is the total number of interactions divided by the number of followers, is useful for measuring the performance of social media touchpoints. Customer engagement also applies to other channels, like tracking average time on-page, form conversions, bounce rates, and other website interactions. 
  • Click-through rate (CTR) : The CTR — or the number of clicks your ads receive compared to the number of times they’re shown — helps you measure the performance of CTAs, email newsletters and pay-per-click (PPC) advertising.

  KPIs to track during a purchase 

  As a potential customer moves further down the sales funnel and reaches the decision stage, where they’re ready to make the choice to purchase, you should be tracking the following : 

  • Conversion rate : This is the percentage of leads that convert into customers by completing the desired action relative to the total number of website visitors. It shows you whether you’re targeting the right people and providing a frictionless checkout experience.
  • Sales revenue : This refers to the quantity of products sold multiplied by the product’s price. It helps you track the company’s ability to generate profit. 
  • Cost per conversion : This KPI is the total cost of online advertising in relation to the number of conversions. It measures the effectiveness of different marketing channels and the costs of converting prospective customers into buyers. It also forecasts future ad spend.

  KPIs to track after purchase 

  At the post-purchase stage, your priority should be gathering feedback : 

  Customer feedback surveys are great for collecting insights into customers’ post-purchase experience, opinions about your brand, products and services, and needs and expectations. 

  In addition to measuring customer satisfaction, these insights can help you identify points of friction, forecast future growth and revenue and spot customers at risk of churning. 

  Focus on the following customer satisfaction and retention metrics : 

  • Customer Satisfaction Score (CSAT) : This metric, which is gathered through customer satisfaction surveys, helps you gauge satisfaction levels. After all, 77% of consumers consider great customer service an important driver of brand loyalty.
  • Net Promoter Score (NPS) : Based on single-question customer surveys, NPS indicates how likely a customer is to recommend your business.
  • Customer Lifetime Value (CLV) : The CLV is the profit you can expect to generate from one customer throughout their relationship with your company. 
  • Customer Health Score (CHS) : This score can assess how “healthy” the customer’s relationship with your brand is and identify at-risk customers.

  Marketing touchpoints : Tips and best practices 

  Customer experience is more important today than ever. 

  

  Salesforce’s 2022 State of the Connected Consumer report indicated that, for 88% of customers, the experience the brand provides is just as important as the product itself. 

  Here’s how you can build your customer touchpoint strategy and use effective touchpoints to improve customer satisfaction, build a loyal customer base, deliver better digital experiences and drive growth : 

  Understand the customer’s end-to-end experience 

  The typical customer’s journey follows a non-linear path of individual experiences that shape their awareness and brand preference. 

  Seventy-three percent of customers expect brands to understand their needs. So, personalising each interaction and delivering targeted content at different touchpoint segments — supported by customer segmentation and tools like Matomo — should be a priority. 

  Try to put yourself in the prospective customer’s shoes and understand their motivation and needs, focusing on their end-to-end experience rather than individual interactions. 

  Create a customer journey map 

  Once you understand how prospective customers interact with your brand, it becomes easier to map their journey from the pre-purchase stage to the actual purchase and beyond. 

  By creating these visual “roadmaps,” you make sure that you’re delivering the right content on the right channels at the right times and to the right audience — the key to successful marketing.

  Identify best-performing digital touchpoints 

  You can use insights from marketing attribution to pinpoint areas that are performing well. 

  By analysing the data provided by Matomo’s Marketing Attribution feature, you can determine which digital touchpoints are driving the most conversions or engagement, allowing you to focus your resources on optimising these channels for even greater success. 

  This targeted approach helps maximise the effectiveness of your marketing efforts and ensures a higher return on investment.

  Try Matomo for Free

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

  Start for free

  No credit card required

  Discover key marketing touchpoints with Matomo 

  The customer’s journey rarely follows a direct route. If you hope to reach more customers and improve their experience, you’ll need to identify and manage individual marketing touchpoints every step of the way.

  While this process looks different for every business, it’s important to remember that your customers’ experience begins long before they interact with your brand for the first time — and carries on long after they complete the purchase. 

  In order to find these touchpoints and measure their effectiveness across multiple marketing channels, you’ll have to rely on accurate data — and a powerful web analytics tool like Matomo can provide those valuable marketing insights. 

  Try Matomo free for 21-days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• What is Behavioural Segmentation and Why is it Important ?

  28 septembre 2023, par Erin — Analytics Tips

  Amidst the dynamic landscape of web analytics, understanding customers has grown increasingly vital for businesses to thrive. While traditional demographic-focused strategies possess merit, they need to uncover the nuanced intricacies of individual online behaviours and preferences. As customer expectations evolve in the digital realm, enterprises must recalibrate their approaches to remain relevant and cultivate enduring digital relationships.

  In this context, the surge of technology and advanced data analysis ushers in a marketing revolution : behavioural segmentation. Businesses can unearth invaluable insights by meticulously scrutinising user actions, preferences and online interactions. These insights lay the foundation for precisely honed, high-performing, personalised campaigns. The era dominated by blanket, catch-all marketing strategies is yielding to an era of surgical precision and tailored engagement. 

  While the insights from user behaviours empower businesses to optimise customer experiences, it’s essential to strike a delicate balance between personalisation and respecting user privacy. Ethical use of behavioural data ensures that the power of segmentation is wielded responsibly and in compliance, safeguarding user trust while enabling businesses to thrive in the digital age.

  What is behavioural segmentation ?

  Behavioural segmentation is a crucial concept in web analytics and marketing. It involves categorising individuals or groups of users based on their online behaviour, actions and interactions with a website. This segmentation method focuses on understanding how users engage with a website, their preferences and their responses to various stimuli. Behavioural segmentation classifies users into distinct segments based on their online activities, such as the pages they visit, the products they view, the actions they take and the time they spend on a site.

  Behavioural segmentation plays a pivotal role in web analytics for several reasons :

  1. Enhanced personalisation :

  Understanding user behaviour enables businesses to personalise online experiences. This aids with delivering tailored content and recommendations to boost conversion, customer loyalty and customer satisfaction.

  2. Improved user experience :

  Behavioural segmentation optimises user interfaces (UI) and navigation by identifying user paths and pain points, enhancing the level of engagement and retention.

  3. Targeted marketing :

  Behavioural segmentation enhances marketing efficiency by tailoring campaigns to user behaviour. This increases the likelihood of interest in specific products or services.

  4. Conversion rate optimisation :

  Analysing behavioural data reveals factors influencing user decisions, enabling website optimisation for a streamlined purchasing process and higher conversion rates.

  5. Data-driven decision-making :

  Behavioural segmentation empowers data-driven decisions. It identifies trends, behavioural patterns and emerging opportunities, facilitating adaptation to changing user preferences and market dynamics.

  6. Ethical considerations :

  Behavioural segmentation provides valuable insights but raises ethical concerns. User data collection and use must prioritise transparency, privacy and responsible handling to protect individuals’ rights.

  The significance of ethical behavioural segmentation will be explored more deeply in a later section, where we will delve into the ethical considerations and best practices for collecting, storing and utilising behavioural data in web analytics. It’s essential to strike a balance between harnessing the power of behavioural segmentation for business benefits and safeguarding user privacy and data rights in the digital age.

  

  Different types of behavioural segments with examples

  1. Visit-based segments : These segments hinge on users’ visit patterns. Analyse visit patterns, compare first-time visitors to returning ones, or compare users landing on specific pages to those landing on others.
     • Example : The real estate website Zillow can analyse how first-time visitors and returning users behave differently. By understanding these patterns, Zillow can customise its website for each group. For example, they can highlight featured listings and provide navigation tips for first-time visitors while offering personalised recommendations and saved search options for returning users. This could enhance user satisfaction and boost the chances of conversion.
  2. Interaction-based segments : Segments can be created based on user interactions like special events or goals completed on the site.
     • Example : Airbnb might use this to understand if users who successfully book accommodations exhibit different behaviours than those who don’t. This insight could guide refinements in the booking process for improved conversion rates.
  3. Campaign-based segments : Beyond tracking visit numbers, delve into usage differences of visitors from specific sources or ad campaigns for deeper insights.
     • Example : Nike might analyse user purchase behaviour from various traffic sources (referral websites, organic, direct, social media and ads). This informs marketing segmentation adjustments, focusing on high-performance channels. It also customises the website experience for different traffic sources, optimising content, promotions and navigation. This data-driven approach could boost user experiences and maximise marketing impact for improved brand engagement and sales conversions.
  4. Ecommerce segments : Separate users based on purchases, even examining the frequency of visits linked to specific products. Segment heavy users versus light users. This helps uncover diverse customer types and browsing behaviours.
     • Example : Amazon could create segments to differentiate between visitors who made purchases and those who didn’t. This segmentation could reveal distinct usage patterns and preferences, aiding Amazon in tailoring its recommendations and product offerings.
  5. Demographic segments : Build segments based on browser language or geographic location, for instance, to comprehend how user attributes influence site interactions.
     • Example : Netflix can create user segments based on demographic factors like geographic location to gain insight into how a visitor’s location can influence content preferences and viewing behaviour. This approach could allow for a more personalised experience.
  6. Technographic segments : Segment users by devices or browsers, revealing variations in site experience and potential platform-specific issues or user attitudes.
     • Example : Google could create segments based on users’ devices (e.g., mobile, desktop) to identify potential issues in rendering its search results. This information could be used to guide Google in providing consistent experiences regardless of device.

  

  The importance of ethical behavioural segmentation

  Respecting user privacy and data protection is crucial. Matomo offers features that align with ethical segmentation practices. These include :

  • Anonymization : Matomo allows for data anonymization, safeguarding individual identities while providing valuable insights.
  • GDPR compliance : Matomo is GDPR compliant, ensuring that user data is handled following European data protection regulations.
  • Data retention and deletion : Matomo enables businesses to set data retention policies and delete user data when it’s no longer needed, reducing the risk of data misuse.
  • Secured data handling : Matomo employs robust security measures to protect user data, reducing the risk of data breaches.

  Real-world examples of ethical behavioural segmentation :

  1. Content publishing : A leading news website could utilise data anonymization tools to ethically monitor user engagement. This approach allows them to optimise content delivery based on reader preferences while ensuring the anonymity and privacy of their target audience.
  2. Non-profit organisations : A charity organisation could embrace granular user control features. This could be used to empower its donors to manage their data preferences, building trust and loyalty among supporters by giving them control over their personal information.

  

  Examples of effective behavioural segmentation

  Companies are constantly using behavioural insights to engage their audiences effectively. In this section, we’ll delve into real-world examples showcasing how top companies use behavioural segmentation to enhance their marketing efforts.

  

  1. Coca-Cola’s behavioural insights for marketing strategy : Coca-Cola employs behavioural segmentation to evaluate its advertising campaigns. Through analysing user engagement across TV commercials, social media promotions and influencer partnerships, Coca-Cola’s marketing team can discover that video ads shared by influencers generate the highest ROI and web traffic.

     This insight guides the reallocation of resources, leading to increased sales and a more effective advertising strategy.

  2. eBay’s custom conversion approach : eBay excels in conversion optimisation through behavioural segmentation. When users abandon carts, eBay’s dynamic system sends personalised email reminders featuring abandoned items and related recommendations tailored to user interests and past purchase decisions.

     This strategy revives sales, elevates conversion rates and sparks engagement. eBay’s adeptness in leveraging behavioural insights transforms user experience, steering a customer journey toward conversion.

  3. Sephora’s data-driven conversion enhancement : Data analysts can use Sephora’s behavioural segmentation strategy to fuel revenue growth through meticulous data analysis. By identifying a dedicated subset of loyal customers who exhibit a consistent preference for premium skincare products, data analysts enable Sephora to customise loyalty programs.

     These personalised rewards programs provide exclusive discounts and early access to luxury skincare releases, resulting in heightened customer engagement and loyalty. The data-driven precision of this approach directly contributes to amplified revenue from this specific customer segment.

  Examples of the do’s and don’ts of behavioural segmentation 

  

  Behavioural segmentation is a powerful marketing and data analysis tool, but its success hinges on ethical and responsible practices. In this section, we will explore real-world examples of the do’s and don’ts of behavioural segmentation, highlighting companies that have excelled in their approach and those that have faced challenges due to lapses in ethical considerations.

  Do’s of behavioural segmentation :

  • Personalised messaging :
    • Example : Spotify
      • Spotify’s success lies in its ability to use behavioural data to curate personalised playlists and user recommendations, enhancing its music streaming experience.
  • Transparency :
    • Example : Basecamp
      • Basecamp’s transparency in sharing how user data is used fosters trust. They openly communicate data practices, ensuring users are informed and comfortable.
  • Anonymization
    • Example : Matomo’s anonymization features
      • Matomo employs anonymization features to protect user identities while providing valuable insights, setting a standard for responsible data handling.
  • Purpose limitation :
    • Example : Proton Mail
      • Proton Mail strictly limits the use of user data to email-related purposes, showcasing the importance of purpose-driven data practices.
  • Dynamic content delivery : 
    • Example : LinkedIn
      • LinkedIn uses behavioural segmentation to dynamically deliver job recommendations, showcasing the potential for relevant content delivery.
  • Data security :
    • Example : Apple
      • Apple’s stringent data security measures protect user information, setting a high bar for safeguarding sensitive data.
  • Adherence to regulatory compliance : 
    • Example : Matomo’s regulatory compliance features
      • Matomo’s regulatory compliance features ensure that businesses using the platform adhere to data protection regulations, further promoting responsible data usage.

  Don’ts of behavioural segmentation :

  • Ignoring changing regulations
    • Example : Equifax
      • Equifax faced major repercussions for neglecting evolving regulations, resulting in a data breach that exposed the sensitive information of millions.
  • Sensitive attributes
    • Example : Twitter
      • Twitter faced criticism for allowing advertisers to target users based on sensitive attributes, sparking concerns about user privacy and data ethics.
  • Data sharing without consent
    • Example : Meta & Cambridge Analytica
      • The Cambridge Analytica scandal involving Meta (formerly Facebook) revealed the consequences of sharing user data without clear consent, leading to a breach of trust.
  • Lack of control
    • Example : Uber
      • Uber faced backlash for its poor data security practices and a lack of control over user data, resulting in a data breach and compromised user information.
  • Don’t be creepy with invasive personalisation
    • Example : Offer Moment
      • Offer Moment’s overly invasive personalisation tactics crossed ethical boundaries, unsettling users and eroding trust.

  These examples are valuable lessons, emphasising the importance of ethical and responsible behavioural segmentation practices to maintain user trust and regulatory compliance in an increasingly data-driven world.

  Continue the conversation

  Diving into customer behaviours, preferences and interactions empowers businesses to forge meaningful connections with their target audience through targeted marketing segmentation strategies. This approach drives growth and fosters exceptional customer experiences, as evident from the various common examples spanning diverse industries.

  In the realm of ethical behavioural segmentation and regulatory compliance, Matomo is a trusted partner. Committed to safeguarding user privacy and data integrity, our advanced web analytics solution empowers your business to harness the power of behavioral segmentation, all while upholding the highest standards of compliance with stringent privacy regulations.

  To gain deeper insight into your visitors and execute impactful marketing campaigns, explore how Matomo can elevate your efforts. Try Matomo free for 21-days, no credit card required. 

• 8 Best Tools to Analyse Website Traffic

  12 septembre 2023, par Erin — Analytics Tips, Marketing

  Do you want to analyse your website traffic ?

  Maybe you want to know how well you’re converting your traffic. Or maybe you’re looking to track the performance and ROI of your marketing campaigns. Regardless, you won’t get far without relying on a dependable web traffic analysis platform.

  In this article, we’ve compiled a list of the top web analytics tools available (including the pricing for each one).

  Let’s dive in.

  What is website traffic analysis ?

  Curious about what it means to analyse website traffic ?

  

  Simply put, it involves collecting and examining data about your website visitors and the actions they take. Marketers, analysts and website owners can then take this data and use it to optimise their strategy to improve site traffic, conversion rates and ROI.

  A website analytics tool is software that tracks and measures various visitor activities and behaviours on your website. Common metrics include pageviews, traffic source, bounce rate and average time on page. Using a web analytics solution can give you insights into what’s working (and what’s not working) so you can optimise your website, campaigns or marketing strategy.

  Advantages of using a website traffic analysis tool

  1. Performance measurement and optimisation

  Tracking the success of your marketing efforts is a challenging task. The primary benefit of using a web analytics tool is implementing effective performance measurement. If you don’t know how to measure your efforts, you won’t know what’s working and what’s not with your campaigns and content. 

  A web analysis tool can give you the insights you need to understand whether your marketing initiatives have been successful or if they need to be improved.

  For instance, your new web design facelift may seem beautiful, but if visitors aren’t staying on your site as long and it is resulting in lower conversions, then it’s time to go back to the drawing board.

  2. Audience insights to improve the user experience

  Web traffic analysis platforms don’t just show you what your visitors are doing. It shows you who your audience is. A powerful website analytics tool will give you in-depth audience data, including demographics like geographical location (e.g., city, state or country), to help you better understand your audience.

  Additionally, you can learn more about your audience by seeing how they interact with different content on your site. You’ll start to see that certain content performs better than others, giving you a greater understanding of your audience’s needs and wants. This means you’ll be able to tailor your website content and marketing efforts to your audience to improve the overall user experience.

  3. Improve SEO

  In the first two advantages, we touched on how insights can help you craft better content for the visitors already coming to your site to improve the user experience and improve conversions. But did you know that using a website analytics tool can also help improve how much traffic you’re getting to your site ?

  Since a web analytics tool can help you craft better content, one side effect is an increase in traffic from organic search through SEO. Additionally, your platform will likely show you other traffic sources that your visitors are coming from (i.e., another website is referring traffic to you) so you can tap into those high-performing sources and optimise your incoming traffic over time.

  Top 8 Tools to Analyse Website Traffic

  Here’s a breakdown of the top eight web analytics platforms to help you analyse each tool’s unique features, price, advantages and disadvantages so you can make the best decision.

  1. Matomo

  Matomo is an open-source website analytics tool that’s focused on protecting user privacy and data while offering robust insights into your web traffic. It’s one of the most powerful tools to track the entire customer journey on your site.

  

  Why Matomo : As the leader in open-source, privacy-friendly and ethical web analytics, Matomo is trusted by more than 1 million websites, including NASA, the United Nations and the European Commission.

  Matomo plays well with Google Analytics to track your websites by filling in the gaps where Google Analytics has limitations (i.e., cookie consent banner requirement). Matomo combines traditional and behavioural web analytics for deeper insights while ensuring compliance with the strictest privacy regulations like GDPR, LGPD and HIPAA.

  Matomo Standout Features and Integrations :

  Standout features include comprehensive visitor tracking, multi-attribution, goal tracking, event tracking, custom dimensions, custom reports, automated email reports, session recordings, tag manager, roll-up reporting to pull data from multiple sites, Google Analytics importer, heatmaps and more.

  Integrations include WordPress, Google Ads, Wix, Drupal, Joomla, Cloudflare, Magento, Vue, SharePoint, WooCommerce and more.

  Pricing starts free for Matomo On-Premise (but requires technical skills and servers to set up) and $23/month for Matomo Cloud, which includes a 21-day free trial (no credit card required).

  Pros

  • Best for respecting visitor privacy
  • You own your data — ensuring that it’s not shared with third parties for purposes like advertising
  • Compliant with the strictest privacy laws
  • Greater flexibility with open-source advantages, as well as the option to either self-host or cloud host
  • Can run cookieless — providing 100% accurate data and a better user experience without the need for an annoying cookie consent banner 
  • Exceptional customisability — from white labeling, alerts and custom dimensions to dashboards and reports, tailor your insights for faster decisions, deeper insights and superior outcomes

  Cons

  • On-Premise is free, but there are additional costs for advanced features
  • On-Premise requires servers and technical expertise to manage

  2. Google Analytics

  Google Analytics is the most well-known and used web analytics platform in the world, with nearly 30 million active websites.

  

  Why Google Analytics : It’s one of the leading web traffic analysis tools backed by the Alphabet group of companies. For anyone getting started, it’s a great free option to understand your web traffic and your audience.

  Google Analytics Standout Features and Integrations :

  Standout features include in-depth visitor tracking, event tracking with Google Analytics 4 (GA4), easy integration with Google marketing tools (i.e., Google Search Console and Google Ads), custom reports and easy data importing from third-party sources.

  Integrations include Google Ads, Google Webmaster Tools, AdSense, WordPress, Wix, Shopify, Zendesk, Facebook, Marketo, WordPress, Hotjar, SEMrush, Salesforce, Hootsuite and more.

  Pricing is free.

  Pros

  • Detailed audience insights
  • Customisable reports
  • Seamless integration with other Google products
  • Easy to set up

  Cons

  • Not privacy-friendly — you don’t own your data (data is shared with third parties for advertising purposes)
  • Complex interface
  • Requires cookie consent banner for GDPR compliance, which negatively impacts data accuracy and user experience

  3. Fathom Analytics

  Founded in 2018, Fathom Analytics is a privacy-friendly and lightweight web analytics tool. The platform offers a simple, minimalistic dashboard.

  

  Why Fathom Analytics : Fathom Analytics is a minimalistic tool to help website owners gain insights into customer behaviour without compromising on privacy. It’s an easy-to-use tool that offers a simplified breakdown of the most popular data points. For newcomers to web analytics seeking essential metrics like visitor counts and traffic sources, Fathom Analytics provides a straightforward, cost-effective solution.

  Fathom Analytics Standout Features and Integrations :

  Standout features include easy, automated GA4 importing with lifetime data retention, a single-page dashboard for a quick overview of metrics, traffic summaries for chosen timeframes, visually striking graphs for better data digestion and privacy protection covering major compliance regulations.

  Integrations include Google Analytics, Squarespace, Drupal, WordPress, Discourse, Bloggi, ConvertKit, Webflow, Transistor, Remix, Gatsby and Carrd.

  Pricing starts at $14/month for up to 100k pageviews (with a 30-day free trial).

  Pros

  • Doesn’t use cookies
  • Out-of-the-box GDPR, ePrivacy, PECR and CCPA compliance
  • Great for visual data insights
  • Lightweight tracking script for fast loading

  Cons

  • Can’t easily see traffic trends on specific pages
  • Metrics may be too simple for those wanting advanced analytics

  4. Mixpanel

  Mixpanel is a web analytics platform that helps you track visitors as well as improve customer retention. The software has 8,000 customers worldwide, including Netflix, Yelp, BuzzFeed and CNN.

  

  Why Mixpanel : Mixpanel is great for websites with e-commerce functionality. The tool helps you understand both your site visitors and your customers so you can optimise your customer experience and improve conversions.

  Mixpanel Standout Features and Integrations :

  Standout features include deep insights into how your products are being used, including your most popular features, user cohorts that let you segment users based on specific actions, and visual analysis showing where users drop off.

  Integrations include Google Cloud, Figma, Mailchimp, Zoho CRM, Databox, Marketo, Hotjar, Slack, Zapier, Amazon Web Services, Google Ads and HubSpot.

  Pricing starts free for up to 20 million events per month and $20/month for Growth.

  Pros

  • Interface is easy for beginners
  • Exhaustive reporting options
  • Custom event tracking options
  • Predict user actions based on data science models
  • Send targeted messages to specific users to encourage action

  Cons

  • User-based pricing isn’t the most ideal for everyone
  • Alert management can be confusing

  5. Kissmetrics

  Kissmetrics is a marketing and product analytics tool that helps e-commerce and SaaS companies grow through qualitative data insights. The web analytics tool is trusted by 10,000 users, including Microsoft, Unbounce, AWeber, Dropbox DocSend and SendGrid.

  

  Why Kissmetrics : As an e-commerce-driven analytics platform, the platform is best suited for Enterprise businesses, but it also offers flexible pricing plans that make it easy for someone to get their feet wet with website analytics. 

  Kissmetrics Standout Features and Integrations :

  Standout features include a customisable dashboard to see key metrics at a glance, comprehensive visitor tracking, cohort analysis including power user tracking to understand your most active visitors and customers and insights into customer lifetime value and churn rate.

  Integrations include Chargify, HubSpot, Slack, Live Chat, Marketo, Optimizely, Mailchimp, Recurly, Wufoo Forms, Facebook Ads, WordPress, Shopify and WooCommerce.

  Pricing starts at $0.0025/event for the Pay As You Go Plan, $25.99/month for Build Your Plan and $199/month for Small Teams, which includes a 7-day free trial.

  Pros

  • Flexible pricing options
  • Easy to install
  • Several analytics viewing options
  • Visual checkout funnel insights
  • Track sessions by desktop or mobile

  Cons

  • Despite more pricing options, it’s still quite expensive overall
  • Difficult to use for beginners

  6. Adobe Analytics

  Adobe Analytics is a web and marketing analytics platform within the Adobe Experience Platform. Used by over 170,000 businesses, it’s one of the most popular analytics solutions available.

  

  Why Adobe Analytics : Adobe Analytics was created for large organisations. It’s essentially the enterprise version of Google Analytics. The tool does a great job of offering a customised analytics solution that’s capable of delivering personalised user experiences at scale.

  Adobe Analytics Standout Features and Integrations :

  Standout features include attribution, AI-driven predictive analytics, robust customer segmentation and automation based on customer behaviour.

  Integrations include all Adobe products, Salesforce, Hootsuite, Contentsquare, Sisense, Mouseflow, Google Ads, Google Search Console, HubSpot and Microsoft Teams.

  Pricing is custom and available upon request, but users can expect to pay at least $2,000 per month, and there is no free trial.

  Pros

  • Built for enterprise businesses
  • Seamless workflow integration for Adobe Experience Cloud users
  • Incredible customisation options
  • Integration process is flexible
  • Capable of accurately tracking large volumes of traffic

  Cons

  • Very expensive
  • Not suitable for small businesses
  • The setup is challenging for beginners

  7. SimilarWeb

  SimilarWeb is a robust analytics platform used to track your website data and compare it to other websites. Backed by a team of experienced data scientists and mathematicians for in-depth website traffic and search engine analysis. Founded in 2007, the platform is trusted by major brands like Adidas, DHL, PepsiCo and Walmart.

  

  Why SimilarWeb : The tool relies on multiple scientific methodologies and approaches to data analysis to help provide a better understanding of visitors and customers. The platform is great for crafting prediction models for customer acquisitions by using machine learning to offer SEO insights and competitive analysis.

  SimilarWeb Standout Features and Integrations :

  Standout features include competition traffic and engagement analysis, in-depth visitor tracking, keyword analysis to optimise your SEO and search ads, affiliate traffic analysis, search traffic analysis and funnel insights.

  Integrations include Salesforce, HubSpot, Google Analytics, Google Search Console, Shift, AT Internet, Adverity, SimilarTech, Biscience and more. 

  Pricing starts at $125/month for the Starter plan, which includes a 7-day free trial.

  Pros

  • Has a user-friendly dashboard for simple insights
  • Highly customisable platform to meet your specific needs
  • Easy competition analysis
  • Funnel insights to improve your conversion rates
  • Great customer support

  Cons

  • Expensive pricing
  • Doesn’t include a code snippet to pull data directly from websites
  • Doesn’t show sub-domains of your site

  8. Hotjar

  Hotjar is a behavioural website analytics tool with a focus on providing insights into individual user sessions with features like heatmaps and session recordings. Founded in 2014, Hotjar is used by 900,000 sites around the world.

  

  Why Hotjar : Unlike traditional web analytics tools like Google Analytics, Hotjar is a behavioural analytics tool that provides in-depth behaviour insights session by session. The tool offers a variety of features that give you a sneak peek into your users’ behaviours by watching how they interact with your site action by action.

  Hotjar Standout Features and Integrations :

  Standout features include comprehensive heat mapping, visitor session recordings to see what visitors did moment by moment, feedback polls to gain insights from site visitors and conversion funnels to help you analyse leaks in your funnel at each conversion stage.

  Integrations include HubSpot, Slack, Jira, WordPress, Shopify, Google Analytics, Mixpanel, Microsoft Teams, Zapier and ClickFunnels.

  Pricing starts at free for the Basic plan and $80/month for Business, which includes a 15-day free trial.

  Pros

  • You can see exactly where visitors click, move and scroll
  • Watch session replays to see what visitors did step-by-step
  • See what percentage of visitors take certain actions
  • Data segmentation features to help you understand KPIs in-depth
  • There are no user limits with the platform, making it easy to scale

  Cons

  • While it offers behavioural analytics, Hotjar doesn’t provide insights into traditional web analytics like Matomo does, including traffic sources and bounce rate
  • History data monitoring is complex

  Elevate your website performance today

  Understanding your visitors’ behaviour and needs is essential when you’re looking to improve your website performance.

  By leveraging a website analytics platform, you’ll be able to gain new insights into your visitors and use insights from your content and campaign performance to improve your user experience.

  If you’re looking to start using a web traffic analysis tool today, then Matomo is an excellent choice.

  Matomo is a powerful, privacy-friendly and compliant tool that gives in-depth insights into your audience, your content and your marketing efforts to help you improve your site’s performance.

  The platform also includes a variety of robust behavioural analytics features like heatmaps, session recording and more, which are included in your Cloud subscription. 

  Start your 21-day free trial of Matomo today (no credit card required).