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• 4 ways to create more effective funnels

  24 février 2020, par Jake Thornton — Uncategorized

  Accurately measuring the success of your customer’s journey on your website is vital to increasing conversions and having the best outcome for your business. When it comes to website analytics, the Funnels feature is the best place to start measuring each touch point in the customer journey. From here you’ll find out where you lose your visitors so you can make changes to your website and convert more in the future.

  The funnels feature lets you measure the steps (actions, events and pages) your users go through to reach the desired outcomes you want them to achieve. This gives you valuable insights into the desired journey for your customers. 

  When creating a funnel with the funnels feature, you anticipate the customer journey that you want to measure, for example : 

  Step 1 – Visitor lands on your homepage and sees the promotion you’re offering. 
  Step 2 – They click the call-to-action (CTA) button which leads them to information on the product
  Step 3 – They add the product to their cart
  Step 4 – They fill in their personal information and credit card details
  Step 5 – They click the “pay now” button

  From here you can see exactly how many visitors you lose between each step. Then you can implement new techniques to decrease these drop-offs and evaluate the success of your changes over time.

  But what about the non-conventional routes to conversion ?

  That’s right, visitors can end up in all different directions on your website. It’s important to use other features in Matomo to discover these popular pathways your visitors may be taking before the point of conversion.

  Here are 4 Matomo features for discovering important alternative funnels on your website :

  Transitions

  The transitions feature lets you visualise mini funnels on selected pages. You can see how visitors landed on a specific page, and then where they moved on to from this specific page.

  First you need to identify the page(s) that sells your product or service the most. 

  Whether it’s your homepage, a product page or an information page on your services. The transitions feature will then show you the before and after pathways visitors are already taking to get from page to page

  

  The transitions feature is located under Behaviour – Pages. Find the important page you would like to analyse and click on the Transitions icon.

  

  In the example above, you’ll see 18% of visitors who entered from internal pages came from the homepage, which you may have already suspected as the first step in your conversion funnel.

  However, the exact same % of visitors are also entering through a blog post article called /best-of-the-best/

  In this case, it highlights the importance of creating funnels with popular blog posts as the first step in the funnel. Your visitors may have found this post through social media, a search engine etc. Whatever the case, your blog posts could be your biggest influencer for conversions on your website.

  >> Learn more about Transitions

  Page Overlay

  The overlay feature lets you see exactly where visitors are clicking on your landing pages which moves them either in the right or wrong direction in the conversion funnel. 

  If you see a high percentage of clicks to a page that’s off the beaten track from your desired conversion funnel, use the Funnels feature to follow this pathway and analyse how they get back to the pathway you initially intended them to take.

  

  The best thing about the page overlay feature is the visualisation showing the results on the landing page itself. This gives you an idea of where they may be getting distracted by the wrong content.

  You can locate the page overlay feature beside the transitions feature, shown in the screenshot below.

  

  The page overlay feature also gives you a summary of the pageviews, clicks, bounce rates, exit rates and average time spent on page, so you can measure the overall success of each page in the display menu.

  >> Learn more about Page Overlay

  Users Flow

  If you’re looking to see many of the most popular pathways your visitors are taking all at once, then Users Flow is a powerful feature which shows this visualisation.

  Note : For Matomo On-Premise users, Users Flow is a premium feature. More information here.

  

  The thicker the blue line between interactions means the more popular the pathway is. 

  Here you can see how visitors are navigating their way through your website before converting, this presenting clear steps in the conversion funnel that require monitoring and improving on to ensure your efforts are going into the right areas on your website.

  >> Learn more about Users Flow

  Row Evolution

  Another important feature to use which is integrated within the funnels feature, is row evolution which shows you important changes in your user’s behaviour over time.

  

  Having row evolution integrated within the funnels feature gives you a big advantage as it lets you measure the specific metrics and landing pages within your conversion funnel.

  

  You’ll be able to see the increases and decreases in entries and exits to your landing page, as well as increases and decreases in the number of visitors who proceed to the next step in the funnel, and the conversion rate %.

  You’ll also be able to add annotations so you can note all the changes you make to your landing pages over time and quickly identify how these changes impacted your conversion funnels.

  >>Learn more about Row Evolution

  Continually create more and more funnels !

  Measuring the success of the desired pathway you want your customers to take is crucial to ensure you are presenting the best possible user experience for your visitors.

  However, creating funnels for the less desired pathways is equally important. This way you’ll discover popular journeys your visitors are taking within your website you weren’t previously aware of, and can monitor them to make sure they still work in the future. You’ll be able to fix pain points easier and find faster ways to get visitors back on the right track to converting.

• Your guide to cookies, web analytics, and GDPR compliance

  25 février 2020, par Joselyn Khor — Analytics Tips, Privacy, Security
  It’s been almost two years since the GDPR came into effect and turned the online world on its head. Confusion around cookies/cookie consent/cookie compliance remains till today. So we’d like to take this chance to talk more about the supposed “big bad” of the latest century. 

  Online cookies seem to have a bad reputation, but are they as bad as they seem ?

  To start, what are cookies on the internet ?

  An internet cookie a.k.a. an HTTP cookie, is a small piece of data sent from websites that is stored on your computer or mobile when you visit that site.

  Are all cookies bad ?

  No. Cookies themselves are usually harmless as they can’t infect computers with malware. 

  They can also be helpful for both websites who use them and individuals visiting those websites. For example, when online shopping, cookies on ecommerce sites keep track of what you’re shopping for. If you didn’t have that tracking, your cart would be empty every time you moved away from that site.

  For businesses/websites, cookies can be used for authentication (logins) and tracking website user experience. For example, tracking multiple visits to the same site in order to provide better experiences to customers visiting their website.

  

  The not-so-sweet types of cookies :

  Cookies that contain personal data

  Another example of a bad cookie is when cookies contain personal data directly in the cookie itself. For example, when websites store demographics or your name in a cookie ; or when a website stores survey results in a cookie. Use of cookies in these ways is considered bad practice nowadays.

  Third-party cookies
  

  They can be used by websites to learn about your visit and activity across multiple websites. Cookies can enter harmful territory when employed for “big brother” types of tracking i.e. when they’re used to build a virtual fingerprint of individuals after their activity is tracked from website to website. For example most advertising networks create third party cookies in your browser when you view an ad, which lets these advertisers track users across these websites and let companies buy more targeted ads.

  Why does Matomo use cookies ?

  

  For accurate reporting of new and returning visitors. Matomo uses cookies to store some information about visitors between visits. We also use cookies to remember if someone gave consent to tracking, or opted out of tracking. 

  Types of cookies Matomo uses :

  • Matomo by default uses first-party cookies, set on the domain of your site.
  • Cookies created by Matomo start with : _pk_ref, _pk_cvar, _pk_id, _pk_ses. See a list of all Matomo cookies : https://matomo.org/faq/general/faq_146/

  Cookie-less tracking - disable cookies and ensure cookie compliance :

  It’s possible to disable tracking cookies in Matomo by adding a line on the javascript code. When cookies are disabled, Matomo data will become slightly less accurate. Also, when cookies are disabled, there may still be a few cookies created in specific cases.

  If you disable cookies, Matomo tries to detect unique visitors by a fingerprint based on a few browser attributes : operating system, browser, browser plugins, IP address and browser language.

  By disabling tracking cookies, you may also use Matomo without needing to display a cookie consent screen. You can also keep tracking when they reject cookie consent by keeping cookies disabled.

  Cookies and the GDPR

  In some countries and according to the GDPR, websites need to provide a way for users to opt-out of all tracking, in particular tracking cookies.

  The GDPR regulates the use of cookies when they compromise an individual’s privacy. When cookies can identify an individual, it is considered personal data.

  

  Cookie compliance and the GDPR

  To be GDPR compliant you must :

  • Receive user consent before using any cookies (except strictly necessary cookies). Read more on cookies that are “clearly exempt from consent”.
  • Provide accurate and specific information about the data each cookie tracks and its purpose in plain language before consent is received.
  • Document and store consent received from users.
  • Allow users to access your service even if they refuse to allow the use of certain cookies
  • Make it as easy for users to withdraw their consent as it was for them to give their consent in the first place.

  Source : https://gdpr.eu/cookies/

  When does GDPR require cookie consent ?

  The purpose of the GDPR is to give individuals control over their personal data. As such this regulation has provisions and requirements which regulate the processing of personal data to protect the privacy of individuals. 

  This means in order to use cookies, you will sometimes need explicit consent from those individuals.

  When does GDPR not require cookie consent ?

  Then there are many cookies that generally do NOT require consent (Source : https://wikis.ec.europa.eu/display/WEBGUIDE/04.+Cookies). 

  These are :

  • user input cookies, for the duration of a session
  • authentication cookies, for the duration of a session
  • user-centric security cookies, used to detect authentication abuses and linked to the functionality explicitly requested by the user, for a limited persistent duration
  • multimedia content player session cookies, such as flash player cookies, for the duration of a session
  • load balancing session cookies and other technical cookies, for the duration of session
  • user interface customisation cookies, for a browser session or a few hours, when additional information in a prominent location is provided (e.g. “uses cookies” written next to the customisation feature)

  Tracking cookies and consent vs legitimate interest

  

  User consent is not always required :

  We understand that whenever you collect and process personal data, you need – almost always – to ask for their consent. However, there are instances where you have to process data under “legitimate interests”. The GDPR states that processing of personal data is lawful “if processing is necessary for the purposes of the legitimate interests”. This means if you have “legitimate interests” you can avoid asking for consent for collecting and processing personal information. Learn more : https://cookieinformation.com/resources/blog/what-is-legitimate-interest-under-the-gdpr 

  A lawful basis for processing personal data (proceeding with caution) :

  We’ve also written about having a lawful basis for processing personal data under GDPR with Matomo. The caveat here is you need to have a strong argument for legitimate interests. If you are processing personal data which may represent a risk to the final user, then getting consent is, for us, still the right lawful basis. If you are not sure, at the time of writing ICO is providing a tool in order to help you make this decision.

  How is Matomo Analytics GDPR compliant ?

  Matomo can be configured to automatically anonymise data so you don’t process any personal data. This allows you to completely avoid GDPR. If you decide to process personal data, Matomo provides you with 12 steps to easily comply with the GDPR guidelines.

  New developments on cookies and the GDPR

  In the early days of the GDPR, a spate of cookie management platforms (CMPs) popped up to help websites and people comply with GDPR rules around cookies.

  These have become problematic in recent years. Europe’s highest court ruled pre-checked box for cookie boxes does not give enough consent. 

  As well as that, new research suggests most cookie consent pop-ups in the EU fall short of GDPR. A new study called, ‘Dark Patterns after the GDPR’ from MIT, UCL and Aarhus University found that a vast majority of websites aren’t following GDPR rules around cookies. The study found most cookie consent pop-ups in the EU to be undermining the GDPR by finding sneaky ways to convince website visitors to click ‘accept’.

  Disclaimer

  We are not lawyers and don’t claim to be. The information provided here is to help give an introduction to issues you may encounter when dealing cookies. We encourage every business and website to take data privacy seriously and discuss these issues with your lawyer if you have any concerns. 

  Additional resources :

  • How do the cookie rules relate to the GDPR ? 
  • Cookies, the GDPR, and the ePrivacy Directive

• What is data anonymization in web analytics ?

  11 février 2020, par Joselyn Khor — Analytics Tips, Privacy
  Collecting information via web analytics platforms is needed to help a website grow and improve. When doing so, it’s best to strike a balance between getting valuable insights, and keeping the trust of your users by protecting their privacy.

  This means not collecting or processing any personally identifiable information (PII). But what if your organisation requires you to collect PII ?

  That’s where data anonymization comes in.

  

  What is data anonymization ?

  Data anonymization makes identifiable information unidentifiable. This is done through data processing techniques which remove or modify PII data. So data becomes anonymous and can’t be linked to any individual.

  In the context of web analytics, data anonymization is handy because you can collect useful data while protecting the privacy of website visitors.

  Why is data anonymization important ?

  Through modern threats of identity theft, credit card fraud and the like, data anonymization is a way to protect the identity and privacy of individuals. As well as protect private and sensitive information of organisations. 

  Data anonymization lets you follow the many laws around the world which protect user privacy. These laws provide safeguards around collecting personal data or personally identifiable information (PII), so data anonymization is a good solution to ensure you’re not processing such sensitive information.

  In some cases, implementing data anonymization techniques means you can avoid having to show your users a consent screen. Which means you may not need to ask for consent in order to track data. This is a bonus as consent screens can annoy and stop people from engaging with your site.

  GDPR and data anonymization

  

  The GDPR is a law in the EU that limits the collection and processing of personal data. The aim is to give people more control over their online personal information. Which is why website owners need to follow certain rules to become GDPR compliant and protect user privacy. According to the GDPR, you can be fined up to 4% of your yearly revenue for data breaches or non-compliance. 

  In the case of web analytics, tools can be easily made compliant by following a number of steps. 

  This is why anonymizing data is a big deal.

  Anonymized data isn’t personal data according to the GDPR : 

  “The principles of data protection should therefore not apply to anonymous information, namely information which does not relate to an identified or identifiable natural person or to personal data rendered anonymous in such a manner that the data subject is not or no longer identifiable.”

  This means, you still get the best of both worlds. By anonymizing data, you’re still able to collect useful information like visitor behavioural data.

  US privacy laws and data anonymization

  In the US, there isn’t one single law that governs the protection of personal data, called personally identifiable information (PII). There are hundreds of federal and state laws that protect the personal data of US residents. As well as, industry-specific statutes related to data privacy, like the California Consumer Privacy Act (CCPA) and the Health Insurance Portability and Accountability Act (HIPAA).

  Website owners in the US need to know exactly what laws govern their area of business in order to follow them.

  A general guideline is to protect user privacy regardless of whether you are or aren’t allowed to collect PII. This means anonymizing identifiable information so your website users aren’t put at risk.

  Data anonymization techniques in Matomo Analytics

  If you carry these out, you won’t need to ask your website visitors for tracking consent since anonymized data is no longer considered personal data under the GDPR.

  • Anonymize previously tracked raw data – like visitors/visits
  • Anonymize Visitor IP addresses
  • Anonymize geo-location information (country, region, city)
  • Pseudonymize User ID ( if you don’t want this data to land on your Matomo server, the solution is simply to not set the User ID. Then Matomo will use the normal anonymized IDs)
  • Data can also be anonymized before it’s even sent to Matomo
  • Learn how to further configure privacy settings in a web analytics tool like Matomo
  • 11 ways Matomo Analytics helps you to protect your visitors privacy

  The techniques listed above make it easy for you when using a tool like Matomo, as they are automatically anonymized.

  Tools like Google Analytics on the other hand don’t provide some of the privacy options and leave it up to you to take on the burden of implementation without providing steps.

  Data anonymization tools

  If you’re a website owner who wants to grow your business or learn more about your website visitors, privacy-friendly tools like Matomo Analytics are a great option. By following the easy steps to be GDPR compliant, you can anonymize all data that could put your visitors at risk.