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    17 mai 2013, par

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  • Récupération d’informations sur le site maître à l’installation d’une instance

    26 novembre 2010, par

    Utilité
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    13 juin 2013

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  • 9 Form Optimisation Tips to Convert More Visitors

    15 février 2024, par Erin

    Forms might seem boring — that is, until you realise how powerful they are.

    No forms mean no leads.

    No leads mean no sales.

    No sales means you’ll run out of business.

    So, what do you do ?

    Optimise forms to land more leads.

    They’re a critical part of the sales funnel.

    Forms have many different purposes and can be used to :

    • Contact a company
    • Sign up for a newsletter
    • Request a demo
    • Start a free trial
    • And more

    If you want to get more leads (and ultimately more sales), then you need to optimise your forms.

    This guide will show you exactly how to do that (so you can start getting more conversions today). 

    What is form optimisation ?

    Before we dive into form optimisation, let’s back up a bit.

    Form conversion is our primary focus.

    Your form conversion rate is the percentage of visitors who submit a form divided by the total number of visitors who started the form times one hundred.

    For example, if 5,000 people started filling out your form this month and 350 submitted the form, the conversion rate would be : 

    350 / 5,000 x 100 = 7%

    So, what’s form optimisation ?

    What is form optimisation?

    It’s simply improving your forms to increase conversion rates.

    For most people, form conversion is all about increasing leads.

    Before you begin optimising your forms, it’s important you understand what’s good (and what’s not good) when it comes to form conversions.

    The average form conversion rate across all industries is 2.9%.

    This means you should expect about 3 out of every 100 visitors who start your form to submit it.

    If your form conversion is lower — or hovering around this number — then it’s important to start optimising now.

    With Matomo, you can track your form conversions with Matomo Form Analytics. Gain powerful insights into how your visitors interact with your forms with our intuitive dashboard.

    Why it’s important to optimise your forms

    Most people hear the word “forms” and think it’s boring.

    But forms are the doorway to leads.

    If you want to generate more sales, then you need to generate great forms.

    Here are five reasons you need to optimise your forms today :

    1. Improve conversions

    Form optimisation is really just conversion optimisation.

    But, instead of optimising and improving your site to directly improve sales conversions, you’re increasing lead conversions.

    Every smart website owner uses forms to draw people in further.

    The reality is that most of your website visitors will never return to your site.

    This means you need to do everything you can to grab their contact information so you can continue marketing to them day in and day out.

    Otherwise, you’ll lose them forever.

    When you know how to optimise your forms, you’ll be able to get a higher percentage of form viewers to fill it out.

    Higher conversions mean you get more leads, more customers, and ultimately more revenue.

    2. Capture more leads

    When you can increase your form conversion rate from 1% to 2%, it may seem insignificant.

    What’s a measly percentage point in conversions ?

    It’s a lot.

    When you’re dealing with traffic in the tens or hundreds of thousands each month, an increase in conversion rate by a whole percentile is massive.

    Let’s say you take your conversion rate from 2% to 3% on your form, and you have 70,000 visitors view the form each month.

    Well, if 1,400 people used to sign up to your email list each month at a 2% conversion rate, then at a 3% conversion rate, you’d get 2,100 new email signups every month.

    That’s a major difference.

    When you can improve your signup forms, you improve your lead generation (which is conversion rate optimisation). And the more leads you have, the more sales you’ll make in the long run.

    3. Get the most out of your traffic

    If your forms don’t perform well, then you’re wasting your time (and your traffic).

    By analysing your form data, you can quickly see what’s working and what’s not so you can optimise and improve the user experience (and your forms).

    For most people, this means getting more form viewers to fill out the form with their email and name.

    If 50,000 people visit your site each month, but only 1% of them fill out your form, you’re only getting 500 email signups per month.

    Rather than paying money to generate more traffic, why not just work on improving your website by implementing a better form ?

    If you can increase your form conversion rate to 2%, you will immediately go from 500 new subscribers per month to 1,000 per month.

    4. Spend less on acquisition

    If you’re able to get more form signups without having to generate more traffic, you just solved a pricey problem : acquisition costs.

    If you can now get 1,000 of your 50,000 visitors to sign up to your email list through a better form, then you doubled your signups.

    But that’s not all. You just cut your acquisition costs in half.

    If you spend $2,000 per month on acquisition but you’re able to get twice as many leads, then your acquisition costs are at 50% of what they used to be.

    This means you can pay the same amount but get twice as many leads.

    Or, you can pour even more money into acquisition since it’s now twice as effective so you can fuel growth even more.

    5. Grow revenue

    Forms generate revenue. It may not be direct (although, in some cases, it is). 

    But, forms will lead to sales.

    By placing optimised forms throughout your website at the right places, you will be able to capture a percentage of your visitors as leads, which means you’ll eventually make more sales.

    13 tips to optimise your forms for more conversions

    Now that you know what forms can do and why they’re important to grow your business, it’s time to dive into the best practices.

    Follow these 13 tips to ensure you’re getting the most out of your forms :

    1. Set form goals

    Your forms are hopeless without a goal.

    Before you set up a form on your website, ask yourself, “What am I trying to accomplish with this form ?”

    It could be :

    • Encouraging customers to reach out through a contact form
    • To get visitors to leave feedback on your product/service
    • Convert visitors into leads by giving you their email

    No matter what your goal is, make sure you’re clear on it ; otherwise, you won’t be as targeted and specific with your forms.

    Matomo Goals helps you set specific objectives for your marketing campaigns so you’re able to easily track conversions. Whether you’re looking to capture feedback or generate leads, you can leverage Matomo to see what’s working and what’s not in seconds.

    2. Remove or improve fields with high average time spent and high drop-off rates

    Delving into your Form Analytics provides invaluable insights into individual field performance. A crucial metric to focus on is the Average Time Spent. 

    If a field stands out with a significantly higher average time spent and experiences a high drop-off rate compared to others in the form, it’s a clear indicator that it’s causing frustration or confusion for your visitors.

    To address this, consider improving the field by converting it into a dropdown menu for easier completion or providing helpful text prompts. Alternatively, if the field isn’t essential, you might opt to remove it altogether.

    When you cut down on time spent and drop-offs, you’ll see your conversion rates go up.

    Matomo's Form Analytics dashboard displaying field timings

    Here’s a standout example from Matomo’s Form Analytics feature : the “Overview of your needs” field is taking on average 1 minute and 37 seconds to complete. 

    To streamline this, we might want to consider a simple fix like converting it into a dropdown menu. This change would offer visitors a clearer and quicker way to select from options.

    Screenshot of drop-off fields report in Matomo's Form Analytics feature

    Likewise, we observe that the “Overview of your needs” field experiences the highest drop-off rate, totaling 1,732 drop-offs. 

    With Form Analytics, it becomes clear what is needed to optimise forms and increase conversions.

    Try Matomo for Free

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

    Start for free

    No credit card required

    3. Start with the CTA

    When crafting and optimising your forms, you need to start with the end in mind. That’s why you need to start with your business goals.

    What are you trying to do with this form ? If you want to capture more emails, then make sure that’s very clear with the call to action (CTA).

    Start building your form by beginning with the CTA.

    For example : “Sign Up Now.”

    Once you have the action you want your potential customers to take, place it on the form. Then, you can work towards crafting the rest of the form.

    4. Put it above the fold

    If your visitors can’t find your form, they won’t fill it out. It’s plain and simple.

    You need to make sure your form is visible above the fold. This is the part of the screen that’s visible to your visitors once they land on your site (without needing to scroll down).

    Always remember to test this out on both desktop and mobile to ensure anyone (using laptops or a mobile device) will see your form upon landing on your site or page.

    Don’t forget about your mobile users. More people view mobile forms than desktop forms. 

    5. Put a CTA in the headline

    Your form needs to be clear.

    You have 1-3 seconds to communicate with your site visitors what your form is all about.

    For example, if you’re trying to get email signups with a lead magnet, then tell them the benefit quickly and concisely with a CTA in the headline, like this one :

    “Subscribe to Save 10% On Your Next Order”

    This is a great example of a headline-CTA combo that tells the visitor what to do and what they get out of it.

    Matomo’s behaviour analytics features like Session Recordings let you see where visitors are clicking and spending time. For example, if people are reading the headline, but not scrolling down to read the form, it’s probably a sign you need to test a different headline.

    6. Ensure you have the right fields

    Your form fields matter.

    What information are you trying to capture from your audience ?

    One beginner mistake people make is requiring too much information and including many fields in a form.

    You want to get as much data on your audience as possible, right ? Wrong.

    If you ask for too much information, people won’t fill it out, and it will harm the user experience. You need to make it super easy.

    If you want more emails to grow your list, then stick with someone’s email (and possibly their name as well). One line for a name. One line for an email address. Keep it simple.

    If you’re after SMS as well, don’t include it on the form. Instead, create a two-step form that pops up an SMS form after someone fills out the email form.

    Multi-step forms enable you to capture those emails easily (and still get a percentage to fill out the second form) without making it seem like too much work for your audience.

    Another path is to include optional fields (that users don’t have to fill out to click submit).

    Just keep in mind that shorter forms perform better than longer ones.

    If you make them too long, it feels like work for the user and will lead to lower completion rates.

    7. Always capture email address

    If you’re unsure of what information to capture (i.e. name, number, email, occupation, age, etc.), always stick to email.

    Email is used by over 4 billion people every single day, and it’s not going away anytime soon.

    When determining which fields to include, start with email.

    Capture more leads with quality forms.

    8. Test different buttons and copy

    You need to track your form performance if you want to get the best conversions.

    One of the best form elements to start testing is your button copy.

    In most cases, form completion buttons will have the word “submit” on them.

    But you don’t have to stick with this word.

    You can (and should) experiment with different submit button copy.

    Here are a few examples of replacement words for your action button :

    • Complete
    • Sign Up
    • Join now
    • Get started

    Remember to experiment with your action button. Try a different copy. Just keep it short.

    You can also try A/B testing your form by experimenting with different colours, copy, and more.

    Matomo's A/B testing dashboard displaying results of CTA experiment

    In the example above from Matomo’s A/B testing feature, we found that changing the wording of our call to action made a big difference. The new “Apply Now” button performed much better, with a 3.6% conversion rate compared to just 1.7% for the original one.

    Try Matomo for Free

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

    Start for free

    No credit card required

    9. Test static vs. popup

    There are various types of online forms.

    The most common is the static form that just sits in one place and is always there.

    Another popular form type is the popup.

    This is where a form will appear based on a certain trigger like :

    • A certain amount of time on page
    • A certain distance scrolling down the page
    • If someone is a new or returning visitor

    Depending on the form software you use, you may be able to add conditional logic.

    Start tracking your form conversions

    Form optimisation is all about conversion rate optimisation.

    If you want to increase your conversions and generate more revenue, then you need to test out different forms and know how to optimise them.

    With Matomo, you can easily track, manage, and A/B test your forms so you can improve your conversions. 

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

  • A Complete Guide to Metrics in Google Analytics

    11 janvier 2024, par Erin

    There’s no denying that Google Analytics is the most popular web analytics solution today. Many marketers choose it to understand user behaviour. But when it offers so many different types of metrics, it can be overwhelming to choose which ones to focus on. In this article, we’ll dive into how metrics work in Google Analytics 4 and how to decide which metrics may be most useful to you, depending on your analytics needs.

    However, there are alternative web analytics solutions that can provide more accurate data and supplement GA’s existing features. Keep reading to learn how to overcome Google Analytics limitations so you can get the more out of your web analytics.

    What is a metric in Google Analytics ?

    In Google Analytics, a metric is a quantitative measurement or numerical data that provides insights into specific aspects of user behaviour. Metrics represent the counts or sums of user interactions, events or other data points. You can use GA metrics to better understand how people engage with a website or mobile app. 

    Unlike the previous Universal Analytics (the previous version of GA), GA4 is event-centric and has automated and simplified the event tracking process. Compared to Universal Analytics, GA4 is more user-centric and lets you hone in on individual user journeys. Some examples of common key metrics in GA4 are : 

    • Sessions : A group of user interactions on your website that occur within a specific time period. A session concludes when there is no user activity for 30 minutes.
    • Total Users : The cumulative count of individuals who accessed your site within a specified date range.
    • Engagement Rate : The percentage of visits to your website or app that included engagement (e.g., one more pageview, one or more conversion, etc.), determined by dividing engaged sessions by sessions.
    Main overview dashboard in GA4 displaying metrics

    Metrics are invaluable when it comes to website and conversion optimisation. Whether you’re on the marketing team, creating content or designing web pages, understanding how your users interact with your digital platforms is essential.

    GA4 metrics vs. dimensions

    GA4 uses metrics to discuss quantitative measurements and dimensions as qualitative descriptors that provide additional context to metrics. To make things crystal clear, here are some examples of how metrics and dimensions are used together : 

    • “Session duration” = metric, “device type” = dimension 
      • In this situation, the dimension can segment the data by device type so you can optimise the user experience for different devices.
    • “Bounce rate” = metric, “traffic source/medium” = dimension 
      • Here, the dimension helps you segment by traffic source to understand how different acquisition channels are performing. 
    • “Conversion rate” = metric, “Landing page” = dimension 
      • When the conversion rate data is segmented by landing page, you can better see the most effective landing pages. 

    You can get into the nitty gritty of granular analysis by combining metrics and dimensions to better understand specific user interactions.

    How do Google Analytics metrics work ?

    Before diving into the most important metrics you should track, let’s review how metrics in GA4 work. 

    GA4 overview dashboard of engagement metrics
    1. Tracking code implementation

    The process begins with implementing Google Analytics 4 tracking code into the HTML of web pages. This tracking code is JavaScript added to each website page — it collects data related to user interactions, events and other important tidbits.

    1. Data collection

    As users interact with the website or app, the Google Analytics 4 tracking code captures various data points (i.e., page views, clicks, form submissions, custom events, etc.). This raw data is compiled and sent to Google Analytics servers for processing.

    1. Data processing algorithms

    When the data reaches Google Analytics servers, data processing algorithms come into play. These algorithms analyse the incoming raw data to identify the dataset’s trends, relationships and patterns. This part of the process involves cleaning and organising the data.

    1. Segmentation and customisation

    As discussed in the previous section, Google Analytics 4 allows for segmentation and customisation of data with dimensions. To analyse specific data groups, you can define segments based on various dimensions (e.g., traffic source, device type). Custom events and user properties can also be defined to tailor the tracking to the unique needs of your website or app.

    1. Report generation

    Google Analytics 4 can make comprehensive reports and dashboards based on the processed and segmented data. These reports, often in the form of graphs and charts, help identify patterns and trends in the data.

    What are the most important Google Analytics metrics to track ? 

    In this section, we’ll identify and define key metrics for marketing teams to track in Google Analytics 4. 

    1. Pageviews are the total number of times a specific page or screen on your website or app is viewed by visitors. Pageviews are calculated each time a web page is loaded or reloaded in a browser. You can use this metric to measure the popularity of certain content on your website and what users are interested in. 
    2. Event tracking monitors user interactions with content on a website or app (i.e., clicks, downloads, video views, etc.). Event tracking provides detailed insights into user engagement so you can better understand how users interact with dynamic content. 
    3. Retention rate can be analysed with a pre-made overview report that Google Analytics 4 provides. This user metric measures the percentage of visitors who return to your website or app after their first visit within a specific time period. Retention rate = (users with subsequent visits / total users in the initial cohort) x 100. Use this information to understand how relevant or effective your content, user experience and marketing efforts are in retaining visitors. You probably have more loyal/returning buyers if you have a high retention rate. 
    4. Average session duration calculates the average time users spend on your website or app per session. Average session duration = total duration of all sessions / # of sessions. A high average session duration indicates how interested and engaged users are with your content. 
    5. Site searches and search queries on your website are automatically tracked by Google Analytics 4. These metrics include search terms, number of searches and user engagement post-search. You can use site search metrics to better understand user intent and refine content based on users’ searches. 
    6. Entrance and exit pages show where users first enter and leave your site. This metric is calculated by the percentage of sessions that start or end on a specific page. Knowing where users are entering and leaving your site can help identify places for content optimisation. 
    7. Device and browser info includes data about which devices and browsers websites or apps visitors use. This is another metric that Google Analytics 4 automatically collects and categorises during user sessions. You can use this data to improve the user experience on relevant devices and browsers. 
    8. Bounce rate is the percentage of single-page sessions where users leave your site or app without interacting further. Bounce rate = (# of single-page sessions / total # of sessions) x 100. Bounce rate is useful for determining how effective your landing pages are — pages with high bounce rates can be tweaked and optimised to enhance user engagement.

    Examples of how Matomo can elevate your web analytics

    Although Google Analytics is a powerful tool for understanding user behaviour, it also has privacy concerns, limitations and a list of issues. Another web analytics solution like Matomo can help fill those gaps so you can get the most out of your analytics.

    Examples of how Matomo and GA4 can elevate each other
    1. Cross-verify and validate your observations from Google Analytics by comparing data from Matomo’s Heatmaps and Session Recordings for the same pages. This process grants you access to these advanced features that GA4 does not offer.
    Matomo's heatmaps feature
    1. Matomo provides you with greater accuracy thanks to its privacy-friendly design. Unlike GA4, Matomo can be configured to operate without cookies. This means increased accuracy without intrusive cookie consent screens interrupting the user experience. It’s a win for you and for your users. Matomo also doesn’t apply data sampling so you can rest assured that the data you see is 100% accurate.
    1. Unlike GA4, Matomo offers direct access to customer support so you can save time sifting through community forum threads and online documentation. Gain personalised assistance and guidance for your analytics questions, and resolve issues efficiently.
    Screenshot of the Form Analytics Dashboard, showing data and insights on form usage and performance
    1. Matomo’s Form Analytics and Media Analytics extend your analytics capabilities beyond just pageviews and event tracking.

      Tracking user interactions with forms can tell you which fields users struggle with, common drop-off points, in addition to which parts of the form successfully guide visitors towards submission.

      See first-hand how Concrete CMS 3x their leads using Matomo’s Form Analytics.

      Media Analytics can provide insight into how users interact with image, video, or audio content on your website. You can use this feature to assess the relevance and popularity of specific content by knowing what your audience is engaged by.

    Try Matomo for Free

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

    Start for free

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    Final thoughts

    Although Google Analytics is a powerful tool on its own, Matomo can elevate your web analytics by offering advanced features, data accuracy and a privacy-friendly design. Don’t play a guessing game with your data — Matomo provides 100% accurate data so you don’t have to rely on AI or machine learning to fill in the gaps. Matomo can be configured cookieless which also provides you with more accurate data and a better user experience. 

    Lastly, Matomo is fully compliant with some of the world’s strictest privacy regulations like GPDR. You won’t have to sacrifice compliance for accurate, high quality data. 

    Start your 21-day free trial of Matomo — no credit card required.

  • How to Conduct a Customer Journey Analysis (Step-by-Step)

    9 mai 2024, par Erin

    Your customers are everything.

    Treat them right, and you can generate recurring revenue for years. Treat them wrong ; you’ll be spinning your wheels and dealing with churn.

    How do you give your customers the best experience possible so they want to stick around ?

    Improve their customer experience.

    How ?

    By conducting a customer journey analysis.

    When you know how your customers experience your business, you can improve it to meet and exceed customer expectations.

    In this guide, we’ll break down how the customer journey works and give you a step-by-step guide to conduct a thorough customer journey analysis so you can grow your brand.

    What is a customer journey analysis ?

    Every customer you’ve ever served went on a journey to find you.

    From the moment they first heard of you, to the point that they became a customer. 

    Everything in between is the customer journey.

    A customer journey analysis is how you track and analyse how your customers use different channels to interact with your brand.

    What is a customer journey analysis?

    Analysing your customer journey involves identifying the customer’s different touchpoints with your business so you can understand how it impacts their experience. 

    This means looking at every moment they interacted with your brand before, during and after a sale to help you gain actionable insights into their experience and improve it to reach your business objectives.

    Your customers go through specific customer touchpoints you can track. By analysing this customer journey from a bird’s eye view, you can get a clear picture of the entire customer experience.

    4 benefits of customer journey analysis

    Before we dive into the different steps involved in a customer journey analysis, let’s talk about why it’s vital to analyse the customer journey.

    By regularly analysing your customer journey, you’ll be able to improve the entire customer experience with practical insights, allowing you to :

    Understand your customers better

    What’s one key trait all successful businesses have ?

    They understand their customers.

    By analysing your customer journey regularly, you’ll gain new insights into their wants, needs, desires and behaviours, allowing you to serve them better. These insights will show you what led them to buy a product (or not).

    For example, through conducting a customer journey analysis, a company might find out that customers who come from LinkedIn are more likely to buy than those coming from Facebook.

    Find flaws in your customer journey

    Nobody wants to hear they have flaws. But the reality is your customer journey likely has a few flaws you could improve.

    By conducting customer journey analysis consistently, you’ll be able to pinpoint precisely where you’re losing prospects along the way. 

    For example, you may discover you’re losing customers through Facebook Ads. Or you may find your email strategy isn’t as good as it used to be.

    But it’s not just about the channel. It could be a transition between two channels. For example, you may have great engagement on Instagram but are not converting them into email subscribers. The issue may be that your transition between the two channels has a leak.

    Or you may find that prospects using certain devices (i.e., mobile, tablet, desktop) have lower conversions. This might be due to design and formatting issues across different devices.

    By looking closely at your customer journey and the different customer touchpoints, you’ll see issues preventing prospects from turning into leads or customers from returning to buy again as loyal customers.

    Gain insights into how you can improve your brand

    Your customer journey analysis won’t leave you with a list of problems. Instead, you’ll have a list of opportunities.

    Since you’ll be able to better understand your customers and where they’re falling off the sales funnel, you’ll have new insights into how you can improve the experience and grow your brand.

    For example, maybe you notice that your visitors are getting stuck at one stage of the customer journey and you’re trying to find out why.

    So, you leverage Matomo’s heatmaps, sessions recordings and scroll depth to find out more.

    In the case below, we can see that Matomo’s scroll map is showing that only 65% of the visitors are reaching the main call to action (to write a review). 

    Scroll depth screenshot in Matomo displaying lack of clicks to CTA button

    To try to push for higher conversions and get more reviews, we could consider moving that button higher up on the page, ideally above the fold.

    Rather than guessing what’s preventing conversions, you can use user behaviour analytics to “step in our user’s shoes” so you can optimise faster and with confidence.

    Try Matomo for Free

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

    Start for free

    No credit card required

    Grow your revenue

    By taking charge of your customer journey, you can implement different strategies that will help you increase your reach, gain more prospects, convert more prospects into customers and turn regulars into loyal customers.

    Using customer journey analysis will help you optimise those different touchpoints to maximise the ROI of your channels and get the most out of each marketing activity you implement.

    7 steps to conduct a customer journey analysis

    Now that you know the importance of conducting a customer journey analysis regularly, let’s dive into how to implement an analysis.

    Here are the seven steps you can take to analyse the customer journey to improve your customer experience :

    7 steps to conduct a customer journey analysis.

    1. Map out your customer journey

    Your first step to conducting an effective customer journey analysis is to map your entire customer journey.

    Customer journey mapping means looking at several factors :

    • Buying process
    • Customer actions
    • Buying emotions
    • Buying pain points
    • Solutions

    Once you have an overview of your customer journey maps, you’ll gain insights into your customers, their interests and how they interact with your brand. 

    After this, it’s time to dive into the touchpoints.

    2. Identify all the customer touchpoints 

    To improve your customer journey, you need to know every touchpoint a customer can (and does) make with your brand.

    This means taking note of every single channel and medium they use to communicate with your brand :

    • Website
    • Social media
    • Search engines (SEO)
    • Email marketing
    • Paid advertising
    • And more

    Essentially, anywhere you communicate and interact with your customers is fair game to analyse.

    If you want to analyse your entire sales funnel, you can try Matomo, a privacy-friendly web analytics tool. 

    You should make sure to split up your touchpoints into different customer journey stages :

    • Awareness
    • Consideration
    • Conversion
    • Advocacy

    Then, it’s time to move on to how customers interact on these channels.

    Try Matomo for Free

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

    Start for free

    No credit card required

    3. Measure how customers interact on each channel

    To understand the customer journey, you can’t just know where your customers interact with you. You end up learning how they’re interacting.

    This is only possible by measuring customer interactions.

    How ?

    By using a web analytics tool like Matomo.

    With Matomo, you can track every customer action on your website.

    This means anytime they :

    • Visit your website
    • View a web page
    • Click a link
    • Fill out a form
    • Purchase a product
    • View different media
    • And more

    You should analyse your engagement on your website, apps and other channels, like email and social media.

    4. Implement marketing attribution

    Now that you know where your customers are and how they interact, it’s time to analyse the effectiveness of each channel based on your conversion rates.

    Implementing marketing attribution (or multi-touch attribution) is a great way to do this.

    Attribution is how you determine which channels led to a conversion.

    While single-touch attribution models credit one channel for a conversion, marketing attribution gives credit to a few channels.

    For example, let’s say Bob is looking for a new bank. He sees an Instagram post and finds himself on HSBC’s website. After looking at a few web pages, he attends a webinar hosted by HSBC on financial planning and investment strategies. One week later, he gets an email from HSBC following up on the webinar. Then, he decides to sign up for HSBC’s online banking.

    Single touch attribution would attribute 100% of the conversion to email, which doesn’t show the whole picture. Marketing attribution would credit all channels : social media, website content, webinars and email.

    Matomo offers multiple attribution models. These models leverage different weighting factors, like time decay or linear, so that you can allocate credit to each touchpoint based on its impact.

    Matomo’s multi-touch attribution reports give you in-depth insights into how revenue is distributed across different channels. These detailed reports help you analyse each channel’s contribution to revenue generation so you can optimise the customer journey and improve business outcomes.

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    5. Use a funnels report to find where visitors are leaving

    Once you set up your marketing attribution, it’s time to analyse where visitors are falling off.

    You can leverage Matomo funnels to find out the conversion rate at each step of the journey on your website. Funnel reports can help you see exactly where visitors are falling through the cracks so you can increase conversions.

    6. Analyse why visitors aren’t converting

    Once you can see where visitors are leaving, you can start to understand why.

    For example, let’s say you analyse your funnels report in Matomo and see your landing page is experiencing the highest level of drop-offs.

    Screenshot of Forms Overview report in Matomo's Form Analytics feature

    You can also use form analytics to find out why users aren’t converting on your landing pages – a crucial part of the customer journey.

    7. A/B test to improve the customer journey

    The final step to improve your customer journey is to conduct A/B tests. These are tests where you test one version of a landing page to see which one converts better, drives more traffic, or generates more revenue.

    For example, you could create two versions of a header on your website and drive 50% of your traffic to each version. Then, once you’ve got your winner, you can keep that as your new landing page.

    Screenshot of A/B testing report in Matomo

    Using the data from your A/B tests, you can optimise your customer journey to help convert more prospects into customers.

    Use Matomo to improve your customer journey analysis

    Now that you understand why it’s important to conduct customer journey analysis regularly and how it works, it’s time to put this into practice.

    To improve the customer journey, you need to understand what’s happening at each stage of your funnel. 

    Matomo gives you insights into your customer journey so you can improve website performance and convert more visitors into customers.

    Used by over 1 million websites, Matomo is the leading privacy-friendly web analytics solution in the world. 

    Matomo provides you with accurate, unsampled data so you understand exactly what’s going on with your website performance.

    The best part ?

    It’s easy to use and is compliant with the strictest privacy regulations.

    Try Matomo free for 21-days and start Improving your customer journey. No credit card required.

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