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• 11 of the Most Effective Conversion Rate Optimisation Best Practices

  14 février 2024, par Erin

  Driving more traffic to your website is hard work, but it’s still only half the battle. 

  You don’t just need to acquire new users ; you need to make sure as many convert as possible to make your digital marketing efforts worthwhile.

  That’s why improving your site’s conversion rate is so important. It will also help you get more value from your existing traffic source and keep you in line with your competitors. It’s also probably a lot easier than you think — especially if you adopt optimisation strategies that have been proven to be profitable time and time again. 

  In this article, we’ll show some of the most powerful, innovative and tried-and-tested conversion rate optimisation strategies you can implement immediately. 

  What is conversion rate optimisation ?

  First, let’s look at what conversion rate optimisation means. Conversion rate optimisation is the practice of improving elements of your website to increase the number of users who take a desired action and turn visitors into customers. 

  Common conversion goals include :

  • Making a purchase
  • Adding an item to a shopping cart
  • Signing up for a newsletter
  • Registering for a free trial
  • Downloading an ebook
  • Watching a video

  It doesn’t matter what your goal is. Using one of the following conversion rate optimisation best practices can send your conversions soaring. 

  11 conversion rate optimisation best practices 

  Are you ready to roll up your sleeves and get to work ? Then use one or more of the following best practices to improve your return on investment. 

  Set a clear goals and hypothesis

  When running an A/B or multivariate test, you need a clear idea of what you are testing and why. 

  A goal (a statement about what you want to achieve) and a hypothesis (a statement about what you expect to happen) clarify the problem you are trying to solve and give you a definitive way to judge the experiment’s results. 

  Confused ? Just use this template :

  We aim to [insert goal] by testing [insert test] on [insert page]. We expect that [insert test] will increase [insert metric] because [insert reason].

  Make sure your goals are directly related to the experiment. If you are testing your CTA button, the goal should be getting more users to click the button. It shouldn’t be a goal further down the conversion funnel, like making a purchase. 

  Start with A/B tests

  A/B testing is one of the easiest and most effective ways to run experiments to improve your current conversion rate. So, it’s no wonder that the A/B testing software market was expected to be worth $1.2 billion in 2023 and hit $3.6 billion by 2033. 

  Also known as split testing, A/B testing allows you to directly compare the conversion performance of two elements on your page, like the colour of your CTA button or your headline copy.

  

  You can go even further with multivariate testing, which lets you test two or more changes against a single control. 

  For example, the screenshot above shows the results of a multivariate test between a standard header, a wide header and a small header using Matomo’s A/B testing tool. As you can see, the wider header has a much higher conversion, and the increase was statistically significant. 

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  Tweak your CTAs

  Calls to action (CTAs) are page elements that prompt users to respond immediately. They are usually buttons but can also be images or plain text links. 

  What your CTAs say, how they look, and where they are placed can greatly impact your site’s conversion rates. As such, this is one of the elements you’ll want to optimise first. 

  There are several tweaks you can test, including your CTA’s :

  • Colour 
  • Length 
  • Copy
  • Placement 

  You can even test the impact of removing CTA banners and using text-based CTAs on your conversion rates.

  You should test out personalising CTAs, too. Research shows that personalised CTAs perform 202% better than standard calls to action. 

  Revise your web copy

  You can use several strategies to improve your website’s copy and generate more conversions. 

  Optimising copy for search engines can increase traffic and generate more conversions, for example. But that shouldn’t make your copy any less impactful. Bear search engines in mind, by all means, but make sure you are speaking to the needs and desires of your potential customers. Your copy needs to convince users that your product can solve their problems. 

  Nowhere is this more important than your headlines. These will be the first thing users read, so make sure they sell your USP and highlight pain points.

  Don’t just guess at the kind of messaging that will move the needle, however. Constantly test new headlines and continue doing so even after you’ve started seeing success. The results may surprise you. TruckersReport, a site that helps people become truck drivers, boosted opt-ins by 21.7% by revising its landing page headline, among other changes. 

  Make sure there are no spelling mistakes in your copy, either. Misspelt words, poor grammar and bad formatting make your website look unprofessional and untrustworthy. Even if the rest of your copy is incredibly enticing, these rookie errors can be enough to turn customers off. 

  Simplify your site’s navigation

  A website’s navigation is an often overlooked factor in conversion rate optimisation, but simplifying it can make it much easier for users to take action. 

  If you’ve ever used a poorly designed e-commerce store, you know how confusing and overwhelming bad navigation can be. Research shows that a whopping 82% of stores don’t divide their navigation into manageable chunks. 

  The trick is to simplify your navigation as much as possible. As you can see in the screenshot below, our navigation only has five headers and a call to action. It’s easy to find exactly what you’re looking for, and you can’t miss the big green CTA button. 

  

  Alternatively, you can test what happens when you completely remove your navigation. Brands usually do this on landing pages where the only action they want the user to take is to make a purchase. 

  

  It’s exactly the strategy we’ve used on our free trial landing page. 

  Leverage heatmaps

  Analytics tools — and heatmaps in particular — can help you understand user behaviour and optimise accordingly. 

  Heatmaps are a visual representation of user interaction on your page. Red and yellow represent high levels of user interaction, and blue and green represent low levels of interaction.

  

  As you can see in the screenshot above, our CTA button has some of the highest levels of engagement on the page, telling us that it’s well-positioned. Given the focus on the site’s navigation, we can also assume we are correct to have a CTA button in there — something we can confirm using our web analytics to see how many users click on it.

  Reduce load time

  Speed matters when it comes to conversions. Fact. 

  Research shows a huge difference in conversion rates between quick and slow sites. For example, a site that loads in one second converts three times better than a site that loads in five seconds. 

  That’s why using a web analytics tool is vital to understand page load times and act accordingly if you think slow speeds are hampering your conversions.

  

  Identifying your slowest pages is easy with Matomo. Just sort your pages by the Avg. Use the page load time metric on the page performance report to identify the pages you want to drive conversions. 

  Next, take steps to improve your page’s load time by :

  • Compressing images
  • Compressing code files or using a more lightweight theme
  • Removing unnecessary plugins
  • Using a content delivery network
  • Improving your hosting

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

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  Add more trust signals

  Trust is essential when you’re trying to convince customers to make a purchase. In fact, consumers rate trust as one of the top three buying factors, far above a brand’s reputation and whether they love the brand. 

  Adding trust signals to your landing pages, such as customer testimonials, customer reviews, case studies, and other forms of social proof, can transform your conversion rates. If consumers see real people and businesses buy from you, they’ll feel reassured to do the same.

  

  It’s a strategy we use ourselves. Just look at the screenshot from our homepage above. Immediately after our free trial CTA, we display the logos of well-known brands that use our product. 

  Security-focused trust signals are also powerful if you are an online store. Installing an SSL certificate, showing logos of trusted payment providers (like PayPal and Mastercard) can convince people they are spending money at a legitimate store.

  Improve your site’s mobile experience

  More and more people are accessing the internet via their smartphones. In 2022, for instance, there were five billion unique mobile Internet users, meaning more than 60% of the internet population used a smartphone to browse online. 

  Moreover, 76% of U.S. adults make purchases using their smartphones. 

  That means you need to ensure your site’s mobile experience is on-point to increase conversions. 

  Your site should use a mobile-first design, meaning it works perfectly on smartphones and then scales up for desktop users. 

  Trust the data

  Opinions are a fantastic form of inspiration for new A/B tests. But they should never be trusted over cold, hard data. If your test shows the opposite of what you and your team thought would happen, then trust the data and not yourself.

  With that in mind, ensure you collect qualitative and quantitative data during your experiments. Web analytics should always form the backbone of conversion tests, but don’t forget to also use heatmaps, screen recordings, and customer surveys. 

  Keep testing

  There’s no such word as “finished” in the world of A/B testing. Continual testing is key if you want to convert more website visitors. 

  Make sure you aren’t stopping tests prematurely, either. Make sure every A/B and multivariate test reaches a sample size that makes the test statistically significant. 

  Understand your users better with Matomo 

  Whether you run an e-commerce store, a SaaS company, or a service-based business, implementing these conversion rate optimisation best practices could be an easy way to lower your bounce rate and boost your conversion rates.

  But remember, best practices aren’t clear-cut rules. What works for one website may not work for yours. That’s why running your own tests and understanding your visitors’ behaviour is important. 

  Matomo’s web analytics platform is the perfect tool for doing just that. Not only does it come with the tools you need to optimise your conversion rate (like an A/B testing tool, heatmaps and session recordings), but you can also trust the data. Unlike Google Analytics 4 and other tools, Matomo doesn’t use data sampling meaning you have 100% accurate data from which to make better decisions. It’s GDPR compliant and can run cookieless, so no need for cookie consent banners (excluding in the UK and Germany).

  Discover how you can improve your website’s conversions with Matomo by starting a free 21-day trial, no credit card required.

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• RTMP server with OpenCV (python)

  12 février 2024, par Overnout

  I'm trying to process an RTMP stream in Python, using OpenCV2 but I'm not able to get OpenCV to capture it (i.e. act as RTMP server).

  


  I can run FFmpeg/FFplay from the command line and receive the stream successfully.
What could cause OpenCV to fail opening the stream in listening mode ?

  


  Here is my code :

  


  import cv2

cap = cv2.VideoCapture("rtmp://0.0.0.0:8000/live", cv2.CAP_FFMPEG)

if not cap.isOpened():
    print("Cannot open video source")
    exit()


  


  And the output :

  


  [tcp @ 00000192c490d640] Connection to tcp://0.0.0.0:8000 failed: Error number -138 occurred
[rtmp @ 00000192c490d580] Cannot open connection tcp://0.0.0.0:8000 
Cannot open video source


  


  edit2 : Output with debug logging turned on :

  


  output of the python script with debug logging on:
[DEBUG:0@0.017] global videoio_registry.cpp:218 cv::`anonymous-namespace'::VideoBackendRegistry::VideoBackendRegistry VIDEOIO: Builtin backends(9): FFMPEG(1000); GSTREAMER(990); INTEL_MFX(980); MSMF(970); DSHOW(960); CV_IMAGES(950); CV_MJPEG(940); UEYE(930); OBSENSOR(920)
[DEBUG:0@0.026] global videoio_registry.cpp:242 cv::`anonymous-namespace'::VideoBackendRegistry::VideoBackendRegistry VIDEOIO: Available backends(9): FFMPEG(1000); GSTREAMER(990); INTEL_MFX(980); MSMF(970); DSHOW(960); CV_IMAGES(950); CV_MJPEG(940); UEYE(930); OBSENSOR(920)
[ INFO:0@0.031] global videoio_registry.cpp:244 cv::`anonymous-namespace'::VideoBackendRegistry::VideoBackendRegistry VIDEOIO: Enabled backends(9, sorted by priority): FFMPEG(1000); GSTREAMER(990); INTEL_MFX(980); MSMF(970); DSHOW(960); CV_IMAGES(950); CV_MJPEG(940); UEYE(930); OBSENSOR(920)
[ WARN:0@0.037] global cap.cpp:132 cv::VideoCapture::open VIDEOIO(FFMPEG): trying capture filename='rtmp://192.168.254.101:8000/live' ...
[ INFO:0@0.040] global backend_plugin.cpp:383 cv::impl::getPluginCandidates Found 2 plugin(s) for FFMPEG
[ INFO:0@0.043] global plugin_loader.impl.hpp:67 cv::plugin::impl::DynamicLib::libraryLoad load C:\Users\me\src\opencv\.venv\Lib\site-packages\cv2\opencv_videoio_ffmpeg490_64.dll => OK
[ INFO:0@0.047] global backend_plugin.cpp:50 cv::impl::PluginBackend::initCaptureAPI Found entry: 'opencv_videoio_capture_plugin_init_v1'
[ INFO:0@0.049] global backend_plugin.cpp:169 cv::impl::PluginBackend::checkCompatibility Video I/O: initialized 'FFmpeg OpenCV Video I/O Capture plugin': built with OpenCV 4.9 (ABI/API = 1/1), current OpenCV version is '4.9.0' (ABI/API = 1/1)
[ INFO:0@0.055] global backend_plugin.cpp:69 cv::impl::PluginBackend::initCaptureAPI Video I/O: plugin is ready to use 'FFmpeg OpenCV Video I/O Capture plugin'
[ INFO:0@0.058] global backend_plugin.cpp:84 cv::impl::PluginBackend::initWriterAPI Found entry: 'opencv_videoio_writer_plugin_init_v1'
[ INFO:0@0.061] global backend_plugin.cpp:169 cv::impl::PluginBackend::checkCompatibility Video I/O: initialized 'FFmpeg OpenCV Video I/O Writer plugin': built with OpenCV 4.9 (ABI/API = 1/1), current OpenCV version is '4.9.0' (ABI/API = 1/1)
[ INFO:0@0.065] global backend_plugin.cpp:103 cv::impl::PluginBackend::initWriterAPI Video I/O: plugin is ready to use 'FFmpeg OpenCV Video I/O Writer plugin'
[tcp @ 00000266b2f0d0c0] Connection to tcp://192.168.254.101:8000 failed: Error number -138 occurred
[rtmp @ 00000266b2f0cfc0] Cannot open connection tcp://192.168.254.101:8000
[ WARN:0@5.630] global cap.cpp:155 cv::VideoCapture::open VIDEOIO(FFMPEG): can't create capture
[DEBUG:0@5.632] global cap.cpp:225 cv::VideoCapture::open VIDEOIO: choosen backend does not work or wrong. Please make sure that your computer support chosen backend and OpenCV built with right flags.
Cannot open video source
[ INFO:1@5.661] global plugin_loader.impl.hpp:74 cv::plugin::impl::DynamicLib::libraryRelease unload C:\Users\me\src\opencv\.venv\Lib\site-packages\cv2\opencv_videoio_ffmpeg490_64.dll


  


  Here is the output of cv2.getBuildInformation()

  


  General configuration for OpenCV 4.9.0 =====================================
  Version control:               4.9.0

  Platform:
    Timestamp:                   2023-12-31T11:21:12Z
    Host:                        Windows 10.0.17763 AMD64
    CMake:                       3.24.2
    CMake generator:             Visual Studio 14 2015
    CMake build tool:            MSBuild.exe
    MSVC:                        1900
    Configuration:               Debug Release

  CPU/HW features:
    Baseline:                    SSE SSE2 SSE3
      requested:                 SSE3
    Dispatched code generation:  SSE4_1 SSE4_2 FP16 AVX AVX2
      requested:                 SSE4_1 SSE4_2 AVX FP16 AVX2 AVX512_SKX
      SSE4_1 (16 files):         + SSSE3 SSE4_1
      SSE4_2 (1 files):          + SSSE3 SSE4_1 POPCNT SSE4_2
      FP16 (0 files):            + SSSE3 SSE4_1 POPCNT SSE4_2 FP16 AVX
      AVX (8 files):             + SSSE3 SSE4_1 POPCNT SSE4_2 AVX
      AVX2 (36 files):           + SSSE3 SSE4_1 POPCNT SSE4_2 FP16 FMA3 AVX AVX2

  C/C++:
    Built as dynamic libs?:      NO
    C++ standard:                11
    C++ Compiler:                C:/Program Files (x86)/Microsoft Visual Studio 14.0/VC/bin/x86_amd64/cl.exe  (ver 19.0.24247.2)
    C++ flags (Release):         /DWIN32 /D_WINDOWS /W4 /GR  /D _CRT_SECURE_NO_DEPRECATE /D _CRT_NONSTDC_NO_DEPRECATE /D _SCL_SECURE_NO_WARNINGS /Gy /bigobj /Oi  /fp:precise     /EHa /wd4127 /wd4251 /wd4324 /wd4275 /wd4512 /wd4589 /wd4819 /MP  /O2 /Ob2 /DNDEBUG 
    C++ flags (Debug):           /DWIN32 /D_WINDOWS /W4 /GR  /D _CRT_SECURE_NO_DEPRECATE /D _CRT_NONSTDC_NO_DEPRECATE /D _SCL_SECURE_NO_WARNINGS /Gy /bigobj /Oi  /fp:precise     /EHa /wd4127 /wd4251 /wd4324 /wd4275 /wd4512 /wd4589 /wd4819 /MP  /Zi /Ob0 /Od /RTC1 
    C Compiler:                  C:/Program Files (x86)/Microsoft Visual Studio 14.0/VC/bin/x86_amd64/cl.exe
    C flags (Release):           /DWIN32 /D_WINDOWS /W3  /D _CRT_SECURE_NO_DEPRECATE /D _CRT_NONSTDC_NO_DEPRECATE /D _SCL_SECURE_NO_WARNINGS /Gy /bigobj /Oi  /fp:precise     /MP   /O2 /Ob2 /DNDEBUG 
    C flags (Debug):             /DWIN32 /D_WINDOWS /W3  /D _CRT_SECURE_NO_DEPRECATE /D _CRT_NONSTDC_NO_DEPRECATE /D _SCL_SECURE_NO_WARNINGS /Gy /bigobj /Oi  /fp:precise     /MP /Zi /Ob0 /Od /RTC1 
    Linker flags (Release):      /machine:x64  /NODEFAULTLIB:atlthunk.lib /INCREMENTAL:NO  /NODEFAULTLIB:libcmtd.lib /NODEFAULTLIB:libcpmtd.lib /NODEFAULTLIB:msvcrtd.lib
    Linker flags (Debug):        /machine:x64  /NODEFAULTLIB:atlthunk.lib /debug /INCREMENTAL  /NODEFAULTLIB:libcmt.lib /NODEFAULTLIB:libcpmt.lib /NODEFAULTLIB:msvcrt.lib
    ccache:                      NO
    Precompiled headers:         YES
    Extra dependencies:          wsock32 comctl32 gdi32 ole32 setupapi ws2_32
    3rdparty dependencies:       libprotobuf ade ittnotify libjpeg-turbo libwebp libpng libtiff libopenjp2 IlmImf zlib ippiw ippicv

  OpenCV modules:
    To be built:                 calib3d core dnn features2d flann gapi highgui imgcodecs imgproc ml objdetect photo python3 stitching video videoio
    Disabled:                    java world
    Disabled by dependency:      -
    Unavailable:                 python2 ts
    Applications:                -
    Documentation:               NO
    Non-free algorithms:         NO

  Windows RT support:            NO

  GUI:                           WIN32UI
    Win32 UI:                    YES
    VTK support:                 NO

  Media I/O: 
    ZLib:                        build (ver 1.3)
    JPEG:                        build-libjpeg-turbo (ver 2.1.3-62)
      SIMD Support Request:      YES
      SIMD Support:              NO
    WEBP:                        build (ver encoder: 0x020f)
    PNG:                         build (ver 1.6.37)
    TIFF:                        build (ver 42 - 4.2.0)
    JPEG 2000:                   build (ver 2.5.0)
    OpenEXR:                     build (ver 2.3.0)
    HDR:                         YES
    SUNRASTER:                   YES
    PXM:                         YES
    PFM:                         YES

  Video I/O:
    DC1394:                      NO
    FFMPEG:                      YES (prebuilt binaries)
      avcodec:                   YES (58.134.100)
      avformat:                  YES (58.76.100)
      avutil:                    YES (56.70.100)
      swscale:                   YES (5.9.100)
      avresample:                YES (4.0.0)
    GStreamer:                   NO
    DirectShow:                  YES
    Media Foundation:            YES
      DXVA:                      YES

  Parallel framework:            Concurrency

  Trace:                         YES (with Intel ITT)

  Other third-party libraries:
    Intel IPP:                   2021.11.0 [2021.11.0]
           at:                   D:/a/opencv-python/opencv-python/_skbuild/win-amd64-3.7/cmake-build/3rdparty/ippicv/ippicv_win/icv
    Intel IPP IW:                sources (2021.11.0)
              at:                D:/a/opencv-python/opencv-python/_skbuild/win-amd64-3.7/cmake-build/3rdparty/ippicv/ippicv_win/iw
    Lapack:                      NO
    Eigen:                       NO
    Custom HAL:                  NO
    Protobuf:                    build (3.19.1)
    Flatbuffers:                 builtin/3rdparty (23.5.9)

  OpenCL:                        YES (NVD3D11)
    Include path:                D:/a/opencv-python/opencv-python/opencv/3rdparty/include/opencl/1.2
    Link libraries:              Dynamic load

  Python 3:
    Interpreter:                 C:/hostedtoolcache/windows/Python/3.7.9/x64/python.exe (ver 3.7.9)
    Libraries:                   C:/hostedtoolcache/windows/Python/3.7.9/x64/libs/python37.lib (ver 3.7.9)
    numpy:                       C:/hostedtoolcache/windows/Python/3.7.9/x64/lib/site-packages/numpy/core/include (ver 1.17.0)
    install path:                python/cv2/python-3

  Python (for build):            C:\hostedtoolcache\windows\Python\3.7.9\x64\python.exe

  Java:                          
    ant:                         NO
    Java:                        YES (ver 1.8.0.392)
    JNI:                         C:/hostedtoolcache/windows/Java_Temurin-Hotspot_jdk/8.0.392-8/x64/include C:/hostedtoolcache/windows/Java_Temurin-Hotspot_jdk/8.0.392-8/x64/include/win32 C:/hostedtoolcache/windows/Java_Temurin-Hotspot_jdk/8.0.392-8/x64/include
    Java wrappers:               NO
    Java tests:                  NO

  Install to:                    D:/a/opencv-python/opencv-python/_skbuild/win-amd64-3.7/cmake-install
-----------------------------------------------------------------


  


  edit : Receiving the stream with ffplay from command line :

  


  >ffplay.exe -i "rtmp://0.0.0.0:8000/live"  -listen 1 -f flv
ffplay version 2024-02-04-git-7375a6ca7b-full_build-www.gyan.dev Copyright (c) 2003-2024 the FFmpeg developers
  built with gcc 12.2.0 (Rev10, Built by MSYS2 project)
  configuration: --enable-gpl --enable-version3 --enable-static --pkg-config=pkgconf --disable-w32threads --disable-autodetect --enable-fontconfig --enable-iconv --enable-gnutls --enable-libxml2 --enable-gmp --enable-bzlib --enable-lzma --enable-libsnappy --enable-zlib --enable-librist --enable-libsrt --enable-libssh --enable-libzmq --enable-avisynth --enable-libbluray --enable-libcaca --enable-sdl2 --enable-libaribb24 --enable-libaribcaption --enable-libdav1d --enable-libdavs2 --enable-libuavs3d --enable-libzvbi --enable-librav1e --enable-libsvtav1 --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxavs2 --enable-libxvid --enable-libaom --enable-libjxl --enable-libopenjpeg --enable-libvpx --enable-mediafoundation --enable-libass --enable-frei0r --enable-libfreetype --enable-libfribidi --enable-libharfbuzz --enable-liblensfun --enable-libvidstab --enable-libvmaf --enable-libzimg --enable-amf --enable-cuda-llvm --enable-cuvid --enable-ffnvcodec --enable-nvdec --enable-nvenc --enable-dxva2 --enable-d3d11va --enable-libvpl --enable-libshaderc --enable-vulkan --enable-libplacebo --enable-opencl --enable-libcdio --enable-libgme --enable-libmodplug --enable-libopenmpt --enable-libopencore-amrwb --enable-libmp3lame --enable-libshine --enable-libtheora --enable-libtwolame --enable-libvo-amrwbenc --enable-libcodec2 --enable-libilbc --enable-libgsm --enable-libopencore-amrnb --enable-libopus --enable-libspeex --enable-libvorbis --enable-ladspa --enable-libbs2b --enable-libflite --enable-libmysofa --enable-librubberband --enable-libsoxr --enable-chromaprint
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• What is White Label Analytics ? Everything You Need to Know

  6 février 2024, par Erin

  Reports are a core part of a marketing agency’s offering. It’s how you build trust with clients by highlighting your efforts and demonstrating your results. 

  But all too often, those reports deliver a jarring and incohesive experience. The culprit ? The logos, colours and names of third-party brands your agency uses to deliver work and create the reports. 

  Luckily, there’s a way to make sure your reports elevate your agency’s stature ; not undermine it. 

  By white labelling your tools, you can deliver a clear and cohesive brand experience — one that strengthens the client relationship rather than diminishing it. 

  In this article, we explain what white label analytics tools are, why it’s important to white label your analytics solution and how you can do it using Matomo. 

  What is white label analytics ?

  White labelling is the process of redesigning a product or service using your company’s brand. The term comes from the act of putting a white label on a product that covers the original branding and allows the reseller to personalise the product.

  White label analytics, then, is a way to customise your analytics software with your agency’s logo and colours. When you white label your analytics, you ensure your reports, dashboards and interface provide a consistent and familiar user experience.

  

  The alternative is to provide your clients with an analytics report containing the logo and branding of your analytics software provider — whether that’s Google Analytics, Matomo, or another tool. 

  For some clients, it can create a confusing experience that takes attention away from your agency’s results.

  Why white label analytics is important

  There are plenty of reasons to white label your analytics tool, from improving your client’s experience to generating additional revenue. Here are four of the most important benefits to know :

  

  Improve the client experience

  You want your clients to have a seamless user experience with your agency’s brand, whether they visit your website, log into their client portal, or read one of your reports. 

  By white labelling your analytics platform, you can give your clients a visually appealing experience that stays in line with the rest of your branding and doesn’t leave them confused about who they are interacting with or which company is providing the service they pay for. 

  This is especially important if your agency uses other third-party tools like a client portal or productivity platform that also allows for custom branding. 

  Strengthen client relationships

  When you use white labelling to remove solution providers’ logos, you ensure your brand gets all of the credit for the hard work you’ve been doing. This can strengthen the agency-client relationship and reaffirm the importance of your agency. 

  But, white labelling allows you to tell a better story through your reports and increases the perceived value you offer. There are no other brands, logos, or names to confuse the narrative or detract from your key points — or to stop the client from understanding just how much value you provide. 

  Save time and increase productivity 

  White labelling your analytics platform can save your team a significant amount of time when creating client reports. 

  There’s no need to carefully screenshot graphs to add them to your own branded report. You can simply email clients a report using your white labelled analytics platform, assuring them of a seamlessly branded experience.

  The upshot is that your team can spend more time on billable work, improving the value they deliver to existing clients or opening up capacity to take on even more work. 

  Increase monetisation opportunities

  Whether you are an agency or consultant, white labelling an analytics solution gives you the opportunity to package and sell analytics as part of your own services. This can open up new revenue streams, help you to diversify your income, and reach a wider audience.

  The beauty of a white label offering is that there is no allusion to the company providing the underlying service.

  The most important elements of an analytics platform to white label 

  A white label analytics solution should offer a broad range of customisation options that range from surface-level branding to functional elements like tracking codes. 

  Below we take a look at the top components you should be able to customise with your chosen platform. 

  Logo and Favicon

  The logo is the first thing clients will see when they open up their analytics platform or look at your reports. It should make your services instantly recognisable, which is why it’s so jarring when clients read a report with another company’s brand slapped on every chart. 

  This should be the very first thing you change since it will be on almost every page and report your client views. Don’t stop there, however. If you send clients web-based reports, you’ll also want to change the platform’s favicon — the small logo you see next to your website in a browser. 

  Customising both your logo and favicon is easy with Matomo. 

  Just head to Administration, then General Settings and click Use a custom Logo under Brand settings.

  

  Upload your brand, click Save, and it will automatically populate your brand in place of the Matomo logo across the platform, just like in the image above.

  Brand name

  Most analytics platforms will mention their brand names repeatedly across the site, so it’s important to change these, too.

  Otherwise, you risk clients reading your analytics reports in detail or playing around with your platform’s settings and getting confused when another seemingly unrelated name keeps popping up. 

  Again, this is easily done with Matomo’s White Label plugin. 

  Head to Administration, then General Settings. Scroll to the bottom of the page to find WhiteLabel settings.

  Enter your brand or product name in the first box and click Save. 

  

  Just like your logo, this will replace every instance of Matomo’s brand name with your own.

  Brand colours

  Changing your analytics platform’s colours to match your own is almost as important as swapping out the logo. 

  Failure to do so could mean the charts and graphs you add to your client reports could cause confusion. 

  You can also use Matomo’s WhiteLabel settings to change the platform’s background and font colours. 

  Just enter a new header background and font colour using hexadecimal values.

  

  This change will also apply to automated email reports. 

  Custom tracking

  Tracking requests and links are an overlooked element of analytics when it comes to white labelling. Most people wouldn’t think twice about them, but they are an easy way for someone in the know to identify which platform you are using. 

  With Matomo’s White Label plugin, it’s possible to customise every request Matomo makes to your clients’ websites. 

  If left unbranded, tracking requests contain the following references : matomo.js and matomo.php. 

  By clicking the Whitelabel tracking endpoint box on the WhiteLabel settings page, those references will be replaced with js/tracker.js and js/tracker.php

  You’ll need to update your tracking code to reflect these changes, otherwise, requests will still contain Matomo branding. 

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  Links

  Finally, you’ll want to remove any links to any additional content offered by the analytics company. These are usually included to improve the user experience, but they are best removed if you are letting clients access your platform. 

  With Matomo, you can remove all links by clicking the relevant box in WhiteLabel settings. 

  You can also use the Show Marketplace only to Super Users checkbox to limit the visibility of Matomo’s Marketplace to everyone bar Super Users.

  Can you white label Google Analytics ?

  In a word : no. 

  Google Analytics might be the most popular analytics platform, but it comes up short if you want to customise its appearance. 

  This can be a particular problem for agencies that need to stand out from competitors offering the same generic reports. You can add more context, detail and graphs to your analytics reports, of course. But you’ll never be able to create completely custom, brand-cohesive reports using Google Analytics. 

  3 analytics platforms you can white label

  While you can’t white label Google Analytics, there are several web analytics providers that do offer a white labelling service. Here are three of the best :

  Matomo

  As you’ve already seen, Matomo is the ideal web analytics platform if you want to let your own brand shine through. Matomo lets you personalise the entire dashboard and all of your reports. That includes :

  • Adding your brand logo and favicon
  • Changing the font and background colours 
  • Removing third-party links
  • Tracking using custom URLs 
  • Develop your own custom theme

  Matomo offers a 21-day free trial (no credit card required). If you want to get remove the Matomo branding, you need the White Label plugin, which starts at just $179 per year after a free trial.

  Try Matomo for Free

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

  Start for free

  No credit card required

  Clicky

  Clicky is a simple, privacy-focused web analytics platform with a white label offering. Like Matomo, you can add your logo and change the platform’s colours. 

  Clicky offers a seven-day free trial and charges a $99 setup fee, with prices starting from $49 and rising to $399. 

  Plausible 

  Plausible is another privacy-focused Google Analytics alternative that offers white labelling. The difference here is that it’s pretty complex to set up. 

  Rather than customising Plausible’s platform, for instance, you need to embed its dashboard into your own user interface. If you want to create your own custom dashboard, you’ll need to use an API. 

  Plausible offers a 30-day free trial.

  Leverage white label analytics today with Matomo

  Don’t put up with confusing unbranded clients a moment longer. White label your analytics platform so the next time you sit down to share insights with your clients, they’ll only see one brand : yours.

  Matomo makes it quick and easy to customise the look of your analytics platform and all of the reports you generate. If you already use Matomo, try the White Label plugin free for 30 days.

  If not, try Matomo with a free 21-day trial. No credit card required. 

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