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  • 12 ways Matomo Analytics helps you to protect your visitor’s privacy

    5 mai 2020, par InnoCraft — Analytics Tips, Privacy, Security

    This post was originally published on January 11, 2017, and updated on May, 2020.

    At Matomo we think privacy matters. From the beginning, Matomo has had a strong focus on privacy and ensuring the privacy of your visitors and analytics data. 

    Here are some ways how you can ensure your users and visitors privacy by using Matomo (Piwik).

    1. Owning the data gives you power to protect user privacy

    Whether you host Matomo on-premises yourself, or whether you use Matomo’s cloud, YOU keep control of your data and nobody else. By knowing exactly where your data is stored and having full control over what happens to it, you have the power to protect your user’s privacy. No-one else can claim ownership. 

    2. GDPR compliance

    GDPR is one of the most important privacy laws to have come out in the last few years. As such, Matomo takes GDPR compliance very seriously. There’s even a 12-step checklist for you to follow to ensure your Matomo is GDPR compliant. Not only that Matomo is HIPAA, CCPA, LGPD, and PECR compliant.

    3. Data anonymization

    For better privacy by default, Matomo implements a range of data anonymization techniques. One of the main techniques is not recording the full IP address of your visitors. Some countries even require you to anonymize additional info considered Personally Identifiable Information (PII).

    To change the IP anonymization settings go to “Administration > Privacy”. 

    anonymize ip

    4. Configuring Matomo to not process personal data or personally identifiable information (PII)

    To further protect the privacy of your visitors, you can learn how to not process any personal information or PII. 

    5. Deleting old visitor logs

    The is important because visitor logs contain information all the collected raw data about every visitor and every action. You can configure Matomo to automatically delete logs from the database. When you delete old logs, only the real time and visitor log reports will no longer work for this old time period, all other aggregated reports will still work.

    For privacy reasons, we highly recommend that you keep the detailed Matomo logs for only 3 to 6 months and delete older log data. This has one other nice side effect : it will free significant database space, which will, in turn, slightly increase performance !

    6. Supporting the Do Not Track preference

    Do Not Track enables users to opt out of any tracking by websites they do not visit, including analytics services, advertising networks, and social platforms. By default, Matomo respects users preference and will not track visitors which have specified “I do not want to be tracked” in their web browsers. Get more information about DoNotTrack.

    To make sure Do Not Track is respected, go to “Administration => Privacy”.

    7. Including an Opt-Out Feature on your website or app

    By embedding the Opt-Out feature in your website, you give your visitors the possibility to opt-out of the tracking. When you go to “Administration > Privacy”, you will be able to copy and paste an HTML Iframe code to embed the opt-out feature for example into your privacy policy page or in your ‘Legal’ page. Your users can then click on a link to opt-out.

    On the Matomo Marketplace there are also some plugins available to customize the Opt-Out experience. For example AjaxOptOut and CustomOptOut.

    8. Disabling Live features

    The Real-Time, Visitor Log and Visitor Profile features give you insights into the tracked raw data by showing you details about every visitor and every action they performed. To protect the privacy of your visitors you may decide to prevent access to such features by disabling the “Live” plugin in “Administration => Plugins”. This way only aggregated reports will be shown in your Matomo.

    9. Disabling fingerprinting across websites

    By default, when one of your visitors visits several of your websites, Matomo will create a fingerprint for this user that will be different across the websites to increase the visitors’ privacy. You can make sure that this feature is disabled by going to “Administration => Config file” and verifying that the value of “enable_fingerprinting_across_websites” is set to zero.

    10. Disabling tracking cookies

    Matomo uses first-party cookies to store some information about visitors between visits. In some countries, the legislation requires websites to provide a way for users to opt-out of all tracking, in particular tracking cookies. You can disable cookies by adding one line in the Matomo Javascript code.

    11. Creating the tool of your dreams by developing your own plugins and getting access to the API

    Matomo is an open platform that lets you extend and customise the tracking ; reporting ; and user interface to your needs and to protect your visitors’ privacy the way you want or need it. Learn more in the Matomo Developer Zone. You may also have a look at our Matomo Marketplace where you can find several free and premium features to extend your Matomo.

    12. Transparency

    By default, all information and all collected data in your Matomo server are protected and nobody can access it. However, Matomo allows you to optionally make your collected data public and you can export any Matomo report including the whole dashboard to embed it into your website. This way you can show your users exactly which information you track. When you decide to make reports public, we do our best to protect privacy and automatically hide any Personally Identifiable Information such as the Visitor Profile and we make sure to not show any Visitor IP address and the Visitor ID.

    Bonus tip – A privacy policy template for you

    When you use Matomo to track your visitors, we recommend you update your Privacy Policy to explain how Matomo is used and what data it gathers. Here’s a Privacy Policy template for you to copy on your site.

    Continuous privacy improvements

    We are always interested in improving the privacy. If you miss any feature or have an idea on how to improve the privacy, please let us know.

    More information about all the Matomo features

    If you want to learn more about all the features in Matomo, have a look at our User Guides and FAQ entries.

  • 6 Crucial Benefits of Conversion Rate Optimisation

    26 février 2024, par Erin

    Whether investing time or money in marketing, you want the best return on your investment. You want to get as many customers as possible with your budget and resources.

    That’s what conversion rate optimisation (CRO) aims to do. But how does it help you achieve this major goal ? 

    This guide explores the concrete benefits of conversion rate optimisation and how they lead to more effective marketing and ROI. We’ll also introduce specific CRO best practices to help unlock these benefits.

    What is conversion rate optimisation ?

    Conversion rate optimisation (CRO) is the process of examining your website for improvements and creating tests to increase the number of visitors who take a desired action, like purchasing a product or submitting a form.

    The conversion rate is the percentage of visitors who complete a specific goal.

    Illustration of what conversion rate optimisation is

    In order to improve your conversion rate, you need to figure out :

    • Where your customers come from
    • How potential customers navigate or interact with your website
    • Where potential customers are likely to exit your site (or abandon carts)
    • What patterns drive valuable actions like sign-ups and sales

    From there, you can gradually implement changes that will drive more visitors to convert. That’s the essence of conversion rate optimisation.

    6 top benefits of conversion rate optimisation (and best practices to unlock them)

    Conversion rate optimisation can help you get more out of your campaigns without investing more. CRO helps you in these six ways :

    1. Understand your visitors (and customers) better

    The main goal of CRO is to boost conversions, but it’s more than that. In the process of improving conversion rates, you’ll also benefit by gaining deep insights into user behaviour, preferences, and needs. 

    Using web analytics, tests and behavioural analytics, CRO helps marketers shape their website to match what users need.

    Best practices for understanding your customer :

    First, analyse how visitors act with full context (the pages they view, how long they stay and more). 

    In Matomo, you can use the Users Flow report to understand how visitors navigate through your site. This will help you visualise and identify trends in the buyer’s journey.

    User flow chart in Matomo analytics

    Then, you can dive deeper by defining and analysing journeys with Funnels. This shows you how many potential customers follow through each step in your defined journey and identify where you might have a leaky funnel. 

    Goal funnel chart in Matomo analytics

    In the above Funnel Report, nearly half of our visitors, just 44%, are moving forward in the buyer’s journey after landing on our scuba diving mask promotion page. With 56% of potential customers dropping off at this page, it’s a prime opportunity for optimising conversions.

    Think of Funnels as your map, and pages with high drop-off rates as valuable opportunities for improvement.

    Once you notice patterns, you can try to identify the why. Analyse the pages, do user testing and do your best to improve them.

    2. Deliver a better user experience

    A better understanding of your customers’ needs means you can deliver a better user experience.

    Illustration of improving the user experience

    For example, if you notice many people spend more time than expected on a particular step in the sign-up process, you can work to streamline it.

    Best practices for improving your user experience : 

    To do this, you need to come up with testable hypotheses. Start by using Heatmaps and Session Recordings to visualise the user experience and understand where visitors are hesitating, experiencing points of frustration, and exiting. 

    You need to outline what drives certain patterns in behaviour — like cart abandonment for specific products, and what you think can fix them.

    Example of a heatmap in Matomo analytics

    Let’s look at an example. In the screenshot above, we used Matomo’s Heatmap feature to analyse user behaviour on our website. 

    Only 65% of visitors scroll down far enough to encounter our main call to action to “Write a Review.” This insight suggests a potential opportunity for optimisation, where we can focus efforts on encouraging more users to engage with this key element on our site.

    Once you’ve identified an area of improvement, you need to test the results of your proposed solution to the problem. The most common way to do this is with an A/B test. 

    This is a test where you create a new version of the problematic page, trying different titles, comparing long, and short copy, adding or removing images, testing variations of call-to-action buttons and more. Then, you compare the results — the conversion rate — against the original. With Matomo’s A/B Testing feature, you can easily split traffic between the original and one or more variations.

    A/B testing in Matomo analytics

    In the example above from Matomo, we can see that testing different header sizes on a page revealed that the wider header led to a higher conversion rate of 47%, compared to the original rate of 35% and the smaller header’s 36%.

    Matomo’s report also analyses the “statistical significance” of the difference in results. Essentially, this is the likelihood that the difference comes from the changes you made in the variation. With a small sample size, random patterns (like one page receiving more organic search visits) can cause the differences.

    If you see a significant change over a larger sample size, you can be fairly certain that the difference is meaningful. And that’s exactly what a high statistical significance rating indicates in Matomo. 

    Once a winner is identified, you can apply the change and start a new experiment. 

    3. Create a culture of data-driven decision-making

    Marketers can no longer afford to rely on guesswork or gamble away budgets and resources. In our digital age, you must use data to get ahead of the competition. In 2021, 65% of business leaders agreed that decisions were getting more complex.

    CRO is a great way to start a company-wide focus on data-driven decision-making. 

    Best practices to start a data-driven culture :

    Don’t only test “hunches” or “best practices” — look at the data. Figure out the patterns that highlight how different types of visitors interact with your site.

    Try to answer these questions :

    • How do our most valuable customers interact with our site before purchasing ?
    • How do potential customers who abandon their carts act ?
    • Where do our most valuable customers come from ?

    Moreover, it’s key to democratise insights by providing multiple team members access to information, fostering informed decision-making company-wide.

    4. Lower your acquisition costs and get higher ROI from all marketing efforts

    Once you make meaningful optimisations, CRO can help you lower customer acquisition costs (CAC). Getting new customers through advertising will be cheaper.

    As a result, you’ll get a better return on investment (ROI) on all your campaigns. Every ad and dollar invested will get you closer to a new customer than before. That’s the bottom line of CRO.

    Best practices to lower your CAC (customer acquisition costs) through CRO adjustments :

    The easiest way to lower acquisition costs is to understand where your customers come from. Use marketing attribution to track the results of your campaigns, revealing how each touchpoint contributes to conversions and revenue over time, beyond just last-click attribution.

    You can then compare the number of conversions to the marketing costs of each channel, to get a channel-specific breakdown of CAC.

    This performance overview can help you quickly prioritise the best value channels and ads, lowering your CAC. But these are only surface-level insights. 

    You can also further lower CAC by optimising the pages these campaigns send visitors to. Start with a deep dive into your landing pages using features like Matomo’s Session Recordings or Heatmaps.

    They can help you identify issues with an unengaging user experience or content. Using these insights, you can create A/B tests, where you implement a new page that replaces problematic headlines, buttons, copy, or visuals.

    Example of a multivariate test for headlines

    When a test shows a statistically significant improvement in conversion rates, implement the new version. Repeat this over time, and you can increase your conversion rates significantly, getting more customers with the same spend. This will reduce your customer acquisition costs, and help your company grow faster without increasing your ad budget.

    5. Improve your average order value (AOV) and customer lifetime value (CLV)

    CRO isn’t only about increasing the number of customers you convert. If you adapt your approach, you can also use it to increase the revenue from each customer you bring in. 

    But you can’t do that by only tracking conversion rates, you also need to track exactly what your customers buy.

    If you only blindly optimise for CAC, you even risk lowering your CLV and the overall profitability of your campaigns. (For example, if you focus on Facebook Ads with a $6 CAC, but an average CLV of $50, over Google Ads with a $12 CAC, but a $100 CLV.)

    Best practices to track and improve CLV :

    First, integrate your analytics platform with your e-commerce (B2C) or your CRM (B2B). This will help you get a more holistic view of your customers. You don’t want the data to stop at “converted.” You want to be able to dive deep into the patterns of high-value customers.

    The sales report in Matomo’s ecommerce analytics makes it easy to break down average order value by channels, campaigns, and specific ads.

    Ecommerce sales report in Matomo analytics

    In the report above, we can see that search engines drive customers who spend significantly more, on average, than social networks — $241 vs. $184. But social networks drive a higher volume of customers and more revenue.

    To figure out which channel to focus on, you need to see how the CAC compares to the AOV (or CLV for B2B customers). Let’s say the CAC of social networks is $50, while the search engine CAC is $65. Search engine customers are more profitable — $176 vs. $134. So you may want to adjust some more budget to that channel.

    To put it simply :

    Profit per customer = AOV (or CLV) – CAC

    Example :

    • Profit per customer for social networks = $184 – $50 = $134
    • Profit per customer for search engines = $241 – $65 = $176

    You can also try to A/B test changes that may increase the AOV, like creating a product bundle and recommending it on specific sales pages.

    An improvement in CLV will make your campaigns more profitable, and help stretch your advertising budget even further.

    6. Improve your content and SEO rankings

    A valuable side-effect of focusing on CRO metrics and analyses is that it can boost your SEO rankings. 

    How ? 

    CRO helps you improve the user experience of your website. That’s a key signal Google (and other search engines) care about when ranking webpages. 

    Illustration of how better content improves SEO rankings

    For example, Google’s algorithm considers “dwell time,” AKA how long a user stays on your page. If many users quickly return to the results page and click another result, that’s a bad sign. But if most people stay on your site for a while (or don’t return to Google at all), Google thinks your page gives the user their answer.

    As a result, Google will improve your website’s ranking in the search results.

    Best practices to make the most of CRO when it comes to SEO :

    Use A/B Testing, Heatmaps, and Session Recordings to run experiments and understand user behaviour. Test changes to headlines, page layout, imagery and more to see how it impacts the user experience. You can even experiment with completely changing the content on a page, like substituting an introduction.

    Bring your CRO-testing mindset to important pages that aren’t ranking well to improve metrics like dwell time.

    Start optimising your conversion rate today

    As you’ve seen, enjoying the benefits of CRO heavily relies on the data from a reliable web analytics solution. 

    But in an increasingly privacy-conscious world (just look at the timeline of GDPR updates and fines), you must tread carefully. One of the dilemmas that marketing managers face today is whether to prioritise data quality or privacy (and regulations).

    With Matomo, you don’t have to choose. Matomo values both data quality and privacy, adhering to stringent privacy laws like GDPR and CCPA.

    Unlike other web analytics, Matomo doesn’t sample data or use AI and machine learning to fill data gaps. Plus, you can track without annoying visitors with a cookie consent banner – so you capture 100% of traffic while respecting user privacy (excluding in Germany and UK).

    And as you’ve already seen above, you’ll still get plenty of reports and insights to drive your CRO efforts. With User Flows, Funnels, Session Recordings, Form Analytics, and Heatmaps, you can immediately find insights to improve your bottom line.

    And our built-in A/B testing feature will help you test your hypotheses and drive reliable progress. If you’re ready to reliably optimise conversion rates (with accuracy and without privacy concerns), try Matomo for free for 21 days. No credit card required.

  • B2B Marketing Attribution Guide : How to Master It in 2024

    21 mai 2024, par Erin

    The last thing you want is to invest your advertising dollars in channels, campaigns and ads that don’t work. But B2B marketing attribution — figuring out which marketing efforts drive revenue — is far from easy.

    With longer sales funnels and multiple people from the same company involved in the same sales process, B2B (business-to-business) is a different ballgame from B2C (business-to-consumer) marketing.

    In this guide, we break down what B2B marketing attribution is, how it’s different, which tools you can use to set it up and the best practices.

    What is B2B marketing attribution ?

    Marketing attribution in B2B companies is about figuring out where your high-value leads come from — nailing down long customer journeys across many different touchpoints.

    Illustration of attributing a multi-person customer journey

    The goal is to determine which campaigns and content contributed to various parts of the customer journey. It’s a complex process that needs a reliable, privacy-focused web analytics tool and a CRM that integrates with it.

    This process significantly differs from traditional marketing attribution, where you focus more on short sales cycles from individual customers. With multiple contributing decision makers, B2B attribution requires more robust systems.

    What makes marketing attribution different for B2B ?

    The key differences between B2B and B2C marketing attribution are a longer sales funnel and more people involved in the sales process.

    The B2B sales funnel is significantly longer and more complex

    The typical B2C sales funnel is often broken down into four simple stages :

    1. Awareness : when a prospect first finds out about your product or brand
    2. Interest : where a prospect starts to learn about the benefits of your product
    3. Desire : when a prospect understands that they need your product
    4. Action : the actual process of closing the sale

    Even the most simplified B2B sales funnel includes several key stages.

    5 stages of the B2B customer journey.

    Here’s a brief overview of each :

    1. Awareness : Buyers recognise they have a problem and start looking for solutions. Stand out with blog posts, social media updates, ebooks and whitepapers.
    2. Consideration : Buyers are aware of your company and are comparing options. Provide product demos, webinars and case studies to address their concerns and build trust.
    3. Conversion : Buyers have chosen your product or company. Offer live demos, customer service, case studies and testimonials to finalise the purchase.
    4. Loyalty : Buyers have made a purchase and are now customers. Nurture relationships with thank you emails, follow-ups, how-tos, reward programs and surveys to encourage repeat business.
    5. Advocacy : Loyal customers become advocates, promoting your brand to others. Encourage this with surveys, testimonial requests and a referral program.

    A longer sales cycle typically involves not only more touchpoints but also extended decision-making processes.

    More teams are involved in the marketing and sales process

    The last differentiation in B2B attribution is the number of people involved. Instead of clear-cut sales and marketing teams, revenue teams are becoming more common.

    They include all go-to-market teams like sales, marketing, customer success and customer support. In B2B sales, long-term customer relationships can be incredibly valuable. As such, the focus shifts away from new customer acquisition alone.

    For example, you can also track and optimise your onboarding process. Marketing gets involved in post-sale efforts to boost loyalty. Sales reps follow up with customer success to get new sales angles and insights. Customer support insights drive future product development.

    Everyone works together to meet high-level company goals.

    The next section will explore how to set up an attribution system.

    How to find the right mix of B2B marketing attribution tools

    For most B2B marketing teams, the main struggle with attribution is not with the strategy but with creating a reliable system that gives them the data points they need to implement that strategy.

    We’ll outline one approach you can take to achieve this without a million-dollar budget or internal data science team.

    Use website analytics to track touchpoints

    The first thing you want to do is install a reliable website analytics solution on your website. 

    Once you’ve got your analytics in place, use campaign tracking parameters to track touchpoints from external campaigns like email newsletters, social media ads, review sites (like Capterra) and third-party partner campaigns.

    This way, you get a clear picture of which sources are driving traffic and conversions, helping you improve your marketing strategies.

    With analytics installed, you can track the referring sources of visits, engagement and conversion events. A robust solution like Matomo tracks everything from traffic sources, marketing attribution and visitor counts to behavioural analytics, like clicks, scrolling patterns and form interactions on your site.

    Marketing attribution will give you a cohesive view of which traffic sources and campaigns drive conversions and revenue over long periods. With Matomo’s marketing attribution feature, you can even use different marketing attribution models to compare results :

    Matomo comparing linear, first click, and last click attribution models in the marketing attribution dashboard

    For example, in a single report, you can compare the last interaction, first interaction and linear (three common marketing attribution models). 

    In total, Matomo has 6 available attribution models to choose from :

    1. First interaction
    2. Last interaction
    3. Last non-direct 
    4. Linear
    5. Position based
    6. Time decay 

    These additional attribution models are crucial for B2B sites. While other web analytics solutions often limit to last-click attribution, this model isn’t optimal for B2B with extended sales cycles.

    Try Matomo for Free

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

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    Use a CRM to integrate customer data from multiple sources

    Use your CRM software to integrate customer data from multiple sources. This will give you the ability to get meaningful B2B marketing insights. For example, you can get company-level insights so you can view conversion information by company, not just by person.

    Done effectively, you can close the loop back to analytics data by integrating data from multiple teams and platforms. 

    Implement self-reported attribution

    To further enhance the data, add qualifying questions in the lead signup process to create a hybrid attribution model. This is also known as self-reported attribution.

    Example of self-reported attribution

    Your web analytics platform won’t always be able to track the source of certain visits — for instance, “dark social” or peer-to-peer sharing, where links are shared privately and are not easily traceable by analytics tools.

    Doing self-reported attribution is crucial for getting a holistic image of your customer journey. 

    However, self-reported attribution isn’t foolproof ; users may click randomly or inaccurately recall where they first heard about you. So it’s essential to blend this data with your analytics to gain a more accurate understanding.

    Best practices for handling B2B prospect data in a privacy-sensitive world 

    Lastly, it’s important to respect your prospects’ privacy and comply with privacy regulations when conducting B2B marketing attribution.

    Privacy regulations and their enforcement are rapidly gaining momentum around the globe. Meta recently received a record GDPR fine of €1.2 billion for insufficient privacy measures when handling user data by the Irish Data Protection Agency.

    If you don’t want to risk major fines (or customers feeling betrayed), you shouldn’t follow in the same footsteps.

    Switch to a privacy-friendly web analytics

    Instead of using a controversial solution like Google Analytics, use a privacy-friendly web analytics solution like Matomo, Fathom or Plausible. 

    These alternatives not only ensure compliance with regulations like GDPR but also provide peace of mind amid the uncertain relationship between Google and GDPR. Google Analytics has faced bans in recent years, raising concerns about the future of the solution.

    While organisations governed by GDPR can currently use Google Analytics, there’s no guarantee of its continued availability.

    Make the switch to privacy-friendly web analytics to avoid potential fines and disruptive rulings that could force you to change platforms urgently. Such disruptions can be catastrophic for marketing teams heavily reliant on web analytics for tracking campaigns, business goals and marketing efforts.

    Improve your B2B marketing attribution with Matomo

    Matomo’s privacy-by-design architecture makes it the perfect analytics platform for the modern B2B marketer. Matomo enables you to meet even the strictest privacy regulations.

    At the same time, through campaign tracking URLs, marketing attribution, integrations and our API, you can track the results of various marketing channels and campaigns effectively. We help you understand the impact of each dollar of your marketing budget. 

    If you want a competitive edge over other B2B companies, try Matomo for free for 21 days. No credit card required.

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