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• How to Increase Conversions With Form Analysis

  30 janvier 2024, par Erin

  Forms are one of the most important elements of your website. They are also one of the most difficult elements to analyse and improve. 

  Unlike a webpage, forms aren’t all that easy to analyse with standard web analytics tools. You need to learn how to conduct form analysis if you want to improve your forms’ conversion rates and increase revenue. 

  In this article, we’ll explain what form analysis is and why conducting a thorough form analysis is so important. 

  What is form analysis ?

  Form analysis is a process that measures the effectiveness of your forms. Form analysis uses several tools and techniques like a form analytics platform, heatmaps, and session recordings to collect user data and understand how visitors behave when filling in forms. 

  The goal is to improve the design and effectiveness of your forms, reducing abandonment rate and encouraging more users to submit them. 

  There are plenty of reasons visitors could be having trouble with your forms, from confusing form fields to poor design and lengthy verification processes. Form analytics can help you pinpoint why your form’s conversion rate is so low or why so many users abandon your form halfway through filling it in. 

  Why is form analysis important ?

  Website forms have some of the highest bounce rates and abandonments of any website element. By analysing your forms, you can achieve the following outcomes :

  

  Reduce form abandonment

  When it’s tough enough to get users to start filling in your form, the last thing you want them to do is abandon it halfway through. But that’s probably what your users are doing more than you’d like to think. 

  Why are they abandoning it ? Even if you’re humble enough to admit you didn’t create the greatest form the world’s ever seen, it can still be incredibly difficult to pin down why users give up on your form.

  That’s unless you conduct a form analysis. By analysing metrics and user behaviour, you can pinpoint and rectify the issues that cause users to abandon your form. 

  Improve the user experience

  Best practices will only take you so far. How users behave when filling in a form on your website may be completely different to how they behave on another site. That’s why you need to use form analysis to understand how users behave specifically on your website — and then use that information to optimise the design, layout, and content of the form to better suit them. 

  If one field is regularly left empty, for example, you can delete it. If users spend several minutes filling out a form with a high abandonment rate, you could shorten it. 

  The goal isn’t to make the best form ever but to make the best form for your audience. 

  Increase conversions

  Ultimately, form analysis helps you improve your form’s most important metric : conversions. Reducing your abandonment rate will naturally lead to more completions, but so will taking advantage of other optimisation opportunities that only become clear with form analysis. This can include optimisations like :

  • Moving the form higher up on the page
  • Shortening the form
  • Changing the heading and CTAs
  • Renaming field labels 

  A thorough form analysis process can ensure your forms generate as many conversions as possible. 

  Why do users abandon forms ?

  Are you already suffering from high form abandonment rates ? Don’t worry, you’re not alone. Marketers regularly make the same mistakes when creating forms that cause users to give up halfway through completion.

  Here are some of the most common reasons for form abandonment :

  • There are too many steps. If you’re telling users they’ve just completed step 2 of 12, you can bet they won’t bother finishing your form. 
  • They ask for too much information. No one wants to fill out a long form, and often, users won’t have the information on hand if you ask for too much. Just look at the rate left blank from the Unneeded Fields report in the screenshot below :

  

  • The form is confusing. Unclear form fields or directions can put users off. 
  • All the fields are free text and time-consuming. Filling out forms with long text fields takes too much time. To speed things up, use dropdown options in the fields, but keep the options to a minimum. This not only helps users finish the form faster but also makes it easier to analyse the data later because it keeps the data format consistent so you can organise the information more efficiently. 
  • Users don’t trust the form. This is a particular problem on checkout pages where users are entering sensitive information.

  How to conduct form analysis

  You need to collect user behaviour data to effectively analyse your forms. But a lot of traditional website analytics tools won’t have the required functionality. 

  Matomo is different. Our web analytics solution offers comprehensive web analytics as well as additional features like Heatmaps, Session Recordings, A/B Testing, and Form Analytics to provide all the functionality you need. 

  Now if you don’t use Matomo, you can try it free for 21 days (no credit card required) to see if it’s the right tool for you.

  Whether you use Matomo or not is up to you. But, once you have a suitable tool in place, just follow the steps below to conduct a form analysis. 

  Check your analytics

  Tracking and analysing specific form metrics should be the first place you start. We recommend collecting data on the following metrics :

  • Form starter rate : the percentage of visitors who actually start to fill in your form
  • Completion rate : the percentage of visitors who complete the form
  • Form abandonment rate : the percentage of users who gave up filling in your form
  • Time spent completing your form : the average length of time users spend on your form

  Let’s look at these metrics are in Matomo’s Form Analytics :

  

  The dashboard shows an overview of these metrics over a given period, allowing you to see at a glance whether there are issues you need to rectify. 

  Next, deep dive into the performance of each form to see things like :

  • Drop off fields
  • Unused fields
  • Entry field
  • Most corrected fields 

  You can even use Matomo’s visitor log to see who’s behind every submission.

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  Use a heatmap

  A heatmap is a colour-based graphical representation of data. A heatmap will show what users to do on your website, including : 

  • How far they scroll
  • Which buttons they click on
  • Where they focus their attention

  When used on a webpage with a form, you’ll be able to see how often users interact with your form based on the heatmap colour, with warmer colours representing greater engagement levels.

  Let’s look at a heatmap in Matomo :

  

  This heatmap is showing us how far down users have scrolled. It’s clear that only 63% of visitors are reaching the point above our call to action to see all features. We might want to consider moving that call to action up in order to get more engagement. 

  A heatmap is a great way to see whether your form’s placement gets the level of attention you want from visitors and to what extent visitors interact with your field.

  Record user sessions

  Session replays go even further than heatmaps, recording a real-life user interacting with your site. It’s like looking over a visitor’s shoulder while they use your site.

  

  With Matomo, you can record any sessions where the user takes a certain action (like starting to fill in a form), allowing you to build a rich library of qualitative data. 

  You can then replay a recorded session at your leisure to understand exactly how users interact with your forms.

  Segment users

  If you really want to understand how visitors use your forms, then it’s essential to segment your data. 

  You can segment all Form Analytics reports by over 100 pre-built segments in Matomo.

  

  One way to segment your data is by comparing the average time on form of those who completed the form with those who abandoned it. 

  If users abandon a form quickly, that could indicate your form is irrelevant to this audience or too long. If users spend a lot of time on the form, however, it’s probably safe to assume that it is relevant but there is something wrong with the form itself. 

  Looking at the Field Timings report will help you pinpoint which field visitors are spending the most time on and causing frustration. 

  

  The Field Timings example report in Matomo above, it’s evident that the “Overview of your needs” field takes up the most time (avg. time spent is 1 min 40s). To improve this, we might want to change it to a dropdown field. This way, users can quickly select options, and if necessary, provide additional details.

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  Another way is to segment data by traffic source and compare each source’s conversion rate. This will show whether one traffic source converts better than another or if one source isn’t interested in your form at all.

  How to optimise web forms

  Want to implement what you’ve learnt from your form analysis ? Follow these steps to optimise your existing web forms. 

  Define your form’s purpose

  The first step in optimising your existing web forms is to give a clear and definitive purpose to every single one. 

  When you have a defined goal, creating a form users will complete is much easier. After all, if you don’t know why people should fill in one of your forms, how would a visitor possibly know ?

  Take a look at one of our forms below :

  

  The purpose of this form is to get users to sign up for a free trial of our web analytics platform, and every element works towards that goal :

  • The headline directs the user to take action
  • The copy explains that it’s a free trial that doesn’t require credit card details
  • The green call-to-action button reinforces the action and benefit 
  • There is validation to support this under the form – “Trusted on over 1 million websites in over 190+ countries”

  Our clear instructions leave users no doubt about why they should fill in the form or what will happen. 

  Choose the right type of form

  You can use several forms on your website, each with different designs, form fields, and goals.

  For example :

  • Registration forms are fairly minimalist and designed to collect the least amount of data possible. 
  • Contact forms are concise so that it’s easy for potential customers to reach your team. 
  • Checkout forms balance a need to collect important data with a streamlined design that doesn’t put users off.
  • Lead generation forms are compelling and usually include qualifying questions so sales teams can score leads.

  Make sure you are using the right type of form to avoid abandonments and other issues. For example, requiring users to fill in a lengthy lead generation-style form when you want them to sign up for a free trial will probably kill your conversion rate. 

  Test form elements

  If your form analysis has shed light on one or two issues, you can use A/B or multivariate testing to trial new elements or designs and see how they compare.

  There’s no shortage of elements you can test, including the form’s :

  • Headline
  • Placement
  • Design
  • CTA button
  • Colour-scheme
  • Length
  • Form fields

  

  Matomo makes it easy to create and run A/B tests on your website’s forms. 

  Move your form above the fold

  One of the simplest ways to optimise your web form is to move it above the fold — that’s the section of the screen users see when they load your page. 

  Why ? Well, the more people who see your form, the more people will fill it in. And when it’s above the fold, users can’t help but see it.

  Conclusion

  Forms are one of the most important elements on your website, so why not treat them as such and regularly run a thorough form analysis ? By doing so, you’ll identify ways to optimise your form, improve the user experience, and improve conversions. 

  Matomo is the best platform for conducting form analysis. Our combination of web analytics, Form Analytics, Session Recordings, and Heatmaps means you have all the tools you need to learn exactly how visitors interact with your forms. 

  See just how powerful Matomo’s tools are by starting a free 21-day trial, no credit card required. 

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  Start improving your websites now

  

• Ffmpeg input seeking - "Invalid NAL unit size"

  30 janvier 2024, par Dimitris

  I'm trying to use ffmpeg to get a 10-second clip from the middle of a video. The execution time of the command is important, that's why I've decided to use combined input & output seeking (as illustrated here).
The input video file is a CMAF with fragmented MP4, duration of 10 minutes.

  


  I'm testing on a Mac, Ffmpeg version is 6.1.1.

  


  This is the command that I'm using :

  


  ffmpeg -nostdin -y -ss 290 -copyts -start_at_zero -i https://devcdn.flowplayer.com/5f07362e-c358-41d0-857a-c64302a3fcc9/cmaf/17bdb16d-71d1-414c-a291-a028bd45b9ec/playlist_360.m3u8 -ss 300.0 -t 10 -vcodec libwebp -lossless 0 -quality 60 -compression_level 2 -loop 0 -an -sn output.webp


  


  Result : no output file is created.

  


  From what I understand it fails to seek position "290" in the video, probably due to "Invalid NAL unit size" errors.

  


  Here's the output :

  


  ffmpeg version N-106797-g580fb6a8c9-tessus Copyright (c) 2000-2022 the FFmpeg developersbuilt with Apple clang version 11.0.0 (clang-1100.0.33.17)configuration: --cc=/usr/bin/clang --prefix=/opt/ffmpeg --extra-version=tessus --enable-avisynth --enable-fontconfig --enable-gpl --enable-libaom --enable-libass --enable-libbluray --enable-libdav1d --enable-libfreetype --enable-libgsm --enable-libmodplug --enable-libmp3lame --enable-libmysofa --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopenh264 --enable-libopenjpeg --enable-libopus --enable-librubberband --enable-libshine --enable-libsnappy --enable-libsoxr --enable-libspeex --enable-libtheora --enable-libtwolame --enable-libvidstab --enable-libvmaf --enable-libvo-amrwbenc --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxavs --enable-libxvid --enable-libzimg --enable-libzmq --enable-libzvbi --enable-version3 --pkg-config-flags=--static --disable-ffplaylibavutil      57. 24.101 / 57. 24.101libavcodec     59. 27.100 / 59. 27.100libavformat    59. 23.100 / 59. 23.100libavdevice    59.  6.100 / 59.  6.100libavfilter     8. 37.100 /  8. 37.100libswscale      6.  6.100 /  6.  6.100libswresample   4.  6.100 /  4.  6.100libpostproc    56.  5.100 / 56.  5.100Input #0, mov,mp4,m4a,3gp,3g2,mj2, from 'https://devcdn.flowplayer.com/5f07362e-c358-41d0-857a-c64302a3fcc9/cmaf/17bdb16d-71d1-414c-a291-a028bd45b9ec/playlist_360.cmfv':Metadata:major_brand     : isomminor_version   : 1compatible_brands: isomavc1dashcmfccreation_time   : 2024-01-30T07:41:03.000000ZDuration: 00:09:56.54, start: 0.083333, bitrate: 458 kb/sStream #0:0[0x1](und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(tv, bt709, progressive), 640x360 [SAR 1:1 DAR 16:9], 1 kb/s, 24 fps, 24 tbr, 90k tbn (default)Metadata:creation_time   : 2024-01-30T07:41:03.000000Zhandler_name    : ETI ISO Video Media Handlervendor_id       : [0][0][0]ffmpeg version 6.1.1-tessus  https://evermeet.cx/ffmpeg/  Copyright (c) 2000-2023 the FFmpeg developers
  built with Apple clang version 11.0.0 (clang-1100.0.33.17)
  configuration: --cc=/usr/bin/clang --prefix=/opt/ffmpeg --extra-version=tessus --enable-avisynth --enable-fontconfig --enable-gpl --enable-libaom --enable-libass --enable-libbluray --enable-libdav1d --enable-libfreetype --enable-libgsm --enable-libmodplug --enable-libmp3lame --enable-libmysofa --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopenh264 --enable-libopenjpeg --enable-libopus --enable-librubberband --enable-libshine --enable-libsnappy --enable-libsoxr --enable-libspeex --enable-libtheora --enable-libtwolame --enable-libvidstab --enable-libvmaf --enable-libvo-amrwbenc --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxavs --enable-libxml2 --enable-libxvid --enable-libzimg --enable-libzmq --enable-libzvbi --enable-version3 --pkg-config-flags=--static --disable-ffplay
  libavutil      58. 29.100 / 58. 29.100
  libavcodec     60. 31.102 / 60. 31.102
  libavformat    60. 16.100 / 60. 16.100
  libavdevice    60.  3.100 / 60.  3.100
  libavfilter     9. 12.100 /  9. 12.100
  libswscale      7.  5.100 /  7.  5.100
  libswresample   4. 12.100 /  4. 12.100
  libpostproc    57.  3.100 / 57.  3.100
[hls @ 0x7fc7bb904280] Skip ('#EXT-X-VERSION:6')
[hls @ 0x7fc7bb904280] Opening 'https://devcdn.flowplayer.com/5f07362e-c358-41d0-857a-c64302a3fcc9/cmaf/17bdb16d-71d1-414c-a291-a028bd45b9ec/playlist_360.cmfv' for reading
    Last message repeated 2 times
Input #0, hls, from '[**]/playlist_360.m3u8':
  Duration: 00:09:56.46, start: 0.083333, bitrate: 0 kb/s
  Program 0 
    Metadata:
      variant_bitrate : 0
  Stream #0:0(und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(tv, bt709), 640x360 [SAR 1:1 DAR 16:9], 1 kb/s, 24 fps, 24 tbr, 90k tbn (default)
    Metadata:
      variant_bitrate : 0
      compatible_brands: isomavc1dashcmfc
      handler_name    : ETI ISO Video Media Handler
      vendor_id       : [0][0][0][0]
      encoder         : Elemental H.264
      major_brand     : isom
      minor_version   : 1
      creation_time   : 2024-01-30T07:41:03.000000Z
Stream mapping:
  Stream #0:0 -> #0:0 (h264 (native) -> webp (libwebp))
[hls @ 0x7fc7bb904280] Opening 'https://devcdn.flowplayer.com/5f07362e-c358-41d0-857a-c64302a3fcc9/cmaf/17bdb16d-71d1-414c-a291-a028bd45b9ec/playlist_360.cmfv' for reading
    Last message repeated 2 times
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (1772342253 > 1534).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 1538
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-1977545460 > 1481).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 1485
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (1694403391 > 1582).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 1586
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-1404850266 > 1661).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 1665
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (703351242 > 1680).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 1684
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-836978648 > 1751).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 1755
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (752797651 > 1867).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 1871
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-1831058223 > 1833).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 1837
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-1238958831 > 2067).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2071
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (435683248 > 2090).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2094
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (2136335178 > 2229).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2233
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-1468707300 > 2203).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2207
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (482758774 > 2402).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2406
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-1079612217 > 2417).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2421
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-608087491 > 2546).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2550
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-1457748625 > 2527).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2531
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (1933919710 > 2734).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2738
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (1004643870 > 2803).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2807
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-207765435 > 2988).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2992
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-196888537 > 2306).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2310
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (1118966683 > 2620).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2624
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (1325583054 > 2715).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2719
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-2003602869 > 2906).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2910
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (1666330272 > 3085).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 3089
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (-742329993 > 2593).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2597
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (1326266794 > 2347).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2351
[NULL @ 0x7fc7bb804f40] Invalid NAL unit size (2459776 > 2155).
[NULL @ 0x7fc7bb804f40] missing picture in access unit with size 2159
[https @ 0x7fc7ba022a00] Opening 'https://devcdn.flowplayer.com/5f07362e-c358-41d0-857a-c64302a3fcc9/cmaf/17bdb16d-71d1-414c-a291-a028bd45b9ec/playlist_360.cmfv' for reading
[...]
[vost#0:0/libwebp @ 0x7fc7bbb05780] No filtered frames for output stream, trying to initialize anyway.
Output #0, webp, to 'output.webp':
  Metadata:
    encoder         : Lavf60.16.100
  Stream #0:0(und): Video: webp, yuv420p(progressive), 640x360 [SAR 1:1 DAR 16:9], q=2-31, 200 kb/s, 24 fps, 1k tbn (default)
    Metadata:
      variant_bitrate : 0
      compatible_brands: isomavc1dashcmfc
      handler_name    : ETI ISO Video Media Handler
      vendor_id       : [0][0][0][0]
      creation_time   : 2024-01-30T07:41:03.000000Z
      major_brand     : isom
      minor_version   : 1
      encoder         : Lavc60.31.102 libwebp
[out#0/webp @ 0x7fc7bbb04900] video:0kB audio:0kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: unknown
[out#0/webp @ 0x7fc7bbb04900] Output file is empty, nothing was encoded(check -ss / -t / -frames parameters if used)
frame=    0 fps=0.0 q=0.0 Lsize=       0kB time=N/A bitrate=N/A speed=N/A 


  


  What I've tried so far :

  


  


  1. Downloaded the input file to a local directory and used it as input to ffmpeg - same results.

     


  


  2. Used the mp4 file from the playlist directly as an input to ffmpeg - worked but execution time is very slow

     


  


  3. Emmited the input seeking part (-ss 290 -copyts -start_at_zero) from the command - worked but also very slow in terms of execution time

     


  


  


  Any ideas on why I'm getting "Invalid NAL unit size" and how to make the command work with input seeking ?

  


• What is Funnel Analysis ? A Complete Guide for Quick Results

  25 janvier 2024, par Erin

  Your funnel is leaking.

  You’re losing visitors.

  You’re losing conversions and sales.

  But you don’t know how it’s happening, where it’s happening, or what to do about it.

  The reason ? You aren’t properly analysing your funnels.

  If you want to improve conversions and grow your business, you need to understand how to properly assess your sales funnels to set yourself up for success.

  In this guide, we’ll show you what funnel analysis is, why it’s important, and what steps you need to take to leverage it to improve conversions.

  What is funnel analysis ?

  Every business uses sales funnels, whether they know it or not.

  But most people aren’t analysing them, costing them conversions.

  

  Funnel analysis is a marketing method to analyse the events leading to specific conversion points. 

  It aims to look at the entire journey of potential customers from the moment they first touch base with your website or business to the moment they click “buy.”

  It’s assessing what your audience is doing at every step of the journey.

  By assessing what actions are taking place at scale, you can see where you’re falling short in your sales funnel.

  You’ll see :

  1. Where prospects are falling off.
  2. Where people are converting well.

  By gaining this understanding, you’ll better understand the health of your website’s sales funnels and overall marketing strategy.

  With that knowledge, you can optimise your marketing strategy to patch those leaks, improve conversions and grow your business.

  Why funnel analysis is important

  Funnel analysis is critical because your funnel is your business.

  When you analyse your funnel, you’re analysing your business.

  You’re looking at what’s working and what’s not so you can grow revenue and profit margins.

  Funnel analysis lets you monitor user behaviour to show you the motivation and intention behind their decisions.

  Here are five reasons you need to incorporate funnel analysis into your workflow.

  

  1. Gives insights into your funnel problems

  The core purpose of funnel analysis is to look at what’s going on on your website.

  What are the most effective steps to conversion ?

  Where do users drop off in the conversion process ?

  And which pages contribute the most to conversion or drop-offs ?

  Funnel analysis helps you understand what’s going on with your site visitors. Plus, it helps you see what’s wrong with your funnel.

  If you aren’t sure what’s happening with your funnel, you won’t know what to improve to grow your revenue.

  2. Improves conversions

  When you know what’s going on with your funnel, you’ll know how to improve it.

  To improve your conversion funnel, you need to close the leaks. These are areas where website visitors are falling off.

  It’s the moment the conversion is lost.

  You need to use funnel analysis to give insight into these problem areas. Once you can see where the issue is, you can patch that leak and improve the percentage of visitors who convert.

  For example, if your conversion rate on your flagship product page has plateaued and you can’t figure out how to increase conversions, implementing a funnel analysis tactic like heatmaps will show you that visitors are spending time reading your product description. Still, they’re not spending much time near your call to action.

  

  This might tell you that you need to update your description copy or adjust your button (i.e. colour, size, copy). You can increase conversions by making those changes in your funnel analysis insights.

  3. Improves the customer experience

  Funnel analysis helps you see where visitors spend their time, what elements they interact with and where they fall off.

  One of the key benefits of analysing your funnel is you’ll be able to help improve the experience your visitors have on your website.

  For example, if you have informational videos on a specific web page to educate your visitors, you might use the Media Analytics feature in your web analytics solution to find out that they’re not spending much time watching them.

  This could lead you to believe that the content itself isn’t good or relevant to them.

  But, after implementing session recordings within your funnel analysis, you see people clicking a ton near the play button. This might tell you that they’re having trouble clicking the actual button on the video player due to poor UX.

  In this scenario, you could update the UX on your web page so the videos are easy to click and watch, no matter what device someone uses.

  With more video viewers, you can provide value to your visitors instead of leaving them frustrated trying to watch your videos.

  4. Grows revenue

  This is what you’re likely after : more revenue.

  More often than not, this means you need to focus on improving your conversion rate.

  Funnel analysis helps you find those areas where visitors are exiting so you can patch those leaks up and turn more visitors into customers.

  Let’s say you have a conversion rate of 1.7%.

  You get 50,000 visitors per month.

  Your average order is $82.

  Even if you increase your conversion rate by 10% (to 1.87%) through funnel analysis, here’s the monthly difference in revenue :

  Before : $69,700
  After : $76,670

  In one year, you’ll make nearly $80,000 in additional revenue from funnel analysis alone.

  Different types of funnel analysis

  There are a few different types of funnel analysis.

  How you define success in your funnel all comes down to one of these four pillars.

  Depending on your goals, business and industry, you may want to assess the different funnel analyses at different times.

  1. Pageview funnel analysis

  Pageview funnel analysis is about understanding how well your website content is performing. 

  It helps you enhance user experience, making visitors stay longer on your site. By identifying poor performing pages (pages with high exit rates), you can pinpoint areas that need optimisation for better engagement.

  2. Conversion funnel analysis

  Next up, we’re looking at conversion funnel analysis.

  This type of funnel analysis is crucial for marketers aiming to turn website visitors into action-takers. This involves tracking and optimising conversion goals, such as signing up for newsletters, downloading ebooks, submitting forms or signing up for free trials. 

  The primary goal of conversion funnel analysis is to boost your website’s overall conversion rates.

  3. E-commerce funnel analysis

  For businesses selling products online, e-commerce funnel analysis is essential. 

  It involves measuring whether your products are being purchased and finding drop-off points in the purchasing process. 

  By optimising the e-commerce funnel, you can enhance revenue and improve the overall efficiency of your sales process.

  How to conduct funnel analysis

  Now that you understand what funnel analysis is, why it’s important, and the different types of analysis, it’s time to show you how to do it yourself.

  To get started with funnel analysis, you need to have the right web analytics solution.

  Here are the most common funnel analysis tools and methods you can use :

  1. Funnel analytics

  If you want to choose a single tool to conduct funnel analysis, it’s an all-in-one web analytics tool, like Matomo.

  

  With Matomo’s Funnel Analytics, you can dive into your whole funnel and analyse each step (and each step’s conversion rate).

  

  For instance, if you look at the example above, you can see the proceed rate at each funnel step before the conversion page.

  This means you can improve each proceed rate, to drive more traffic to your conversion page in order to increase conversion rates.

  In the above snapshot from Matomo, it shows visitors starting on the job board overview page, moving on to view specific job listings. The goal is to convert these visitors into job applicants.

  However, a significant issue arises at the job view stage, where 95% of visitors don’t proceed to job application. To increase conversions, we need to first concentrate on improving the job view page.

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  2. Heatmaps

  Heatmaps is a behaviour analytics tool that lets you see different visitor activities, including :

  • Mouse movement
  • How far down visitors scroll
  • Clicks

  You can see which elements were clicked on and which weren’t and how far people scroll down your page.

  

  A heatmap lets you see which parts of a page are getting the most attention and which parts go unnoticed by your users.

  For example, if, during your funnel analysis, you see that a lot of visitors are falling off after they land on the checkout page, then you might want to add a heatmap on your checkout page to see where and why people are exiting.

  3. Session recordings

  Want to see what individual users are doing and how they’re interacting with your site ?

  Then, you’ll want to check out session recordings.

  A session recording is a video playback of a visitor’s time on your website.

  

  It’s the most effective method to observe your visitors’ interactions with your site, eliminating uncertainty when identifying areas for funnel improvement.

  Session recordings instill confidence in your optimisation efforts by providing insights into why and where visitors may be dropping off in the funnel.

  4. A/B testing

  If you want to take the guesswork out of optimising your funnel and increasing your conversions, you need to start A/B testing.

  An A/B test is where you create two versions of a web page to determine which one converts better.

  

  For example, if your heatmaps and session recordings show that your users are dropping off near your call to action, it may be time to test a new version.

  You may find that by simply testing a different colour button, you may increase conversions by 20% or more.

  5. Form analytics

  Are you trying to get more leads to fill out forms on your site ?

  Well, Form Analytics can help you understand how your website visitors interact with your signup forms.

  You can view metrics such as starter rate, conversion rate, average hesitation time and average time spent.

  This information allows you to optimise your forms effectively, ultimately maximising your success.

  Let’s look at the performance of a form using Matomo’s Form Analytics feature below.

  

  In the Matomo example, our starter rate stands at a solid 60.1%, but there’s a significant drop to a submitter rate of 29.3%, resulting in a conversion rate of 16.3%.

  Looking closer, people are hesitating for about 16.2 seconds and taking nearly 1 minute 39 seconds on average to complete our form.

  This could indicate our form is confusing and requesting too much. Simplifying it could help increase sign-ups.

  See first-hand how Concrete CMS tripled their leads using Form Analytics in Matomo.

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  Start optimising your funnels with Matomo today

  If you want to optimise your business, you must optimise your funnels.

  Without information on what’s working and what’s not, you’ll never know if your website changes are making a difference.

  Worse yet, you could have underperforming stages in your funnel, but you won’t know unless you start looking.

  Funnel analysis changes that.

  By analysing your funnels regularly, you’ll be able to see where visitors are leaking out of your funnel. That way, you can get more visitors to convert without generating more traffic.

  If you want to improve conversions and grow revenue today, try Matomo’s Funnel Analytics feature.

  You’ll be able to see conversion rates, drop-offs, and fine-tuned details on each step of your funnel so you can turn more potential customers into paying customers.

  Additionally, Matomo comes equipped with features like heatmaps, session recordings, A/B testing, and form analytics to optimise your funnels with confidence.

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

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