Real time data
What sets Matomo out from other tools of this nature is that it is particularly helpful for analyzing real-time data. Matomo boasts a host of different metrics which can identify where activity is occurring on a website at any given time. From a direct marketing perspective, this makes it an ideal tool for identifying both the effectiveness of marketing campaigns as well as how well a site can convert contacts to customers.
Some of the most useful features that Matomo offers that could be of the highest value are not part of the free download, but are available either through their cloud service or as a purchasable third-party plugin. Below are some of these features:
Matomo allows visualizing data about each individual visitor, including id, operating system, browser, summary of time spent, details about their activity and more. One can also track actual activity for a user.
This can be helpful for tracking pre-converted users who may have visited your site multiple times, and can also be used to identify possible pitfalls to improve conversion rates.
If you are doing any sort of usability testing, the heatmap feature in Matomo can be useful for identifying exactly how your customers are actually interacting with your landing pages. Heatmaps are visual representations on where people click on a page, which can help you see where people click on a page, whether they scroll, and more. Instead of relying on anecdotal evidence of individual users, heatmaps can be used to identify real patterns of behavior. They are configurable to different device types and sizes.
Matomo offers a helpful feature which will allow you to turn on recording of individual sessions to track individual users and observe their entire action throughout a website, including mouse behavior, scrolling, and maintaining a record of all pages on a specific visit.
In many marketing campaigns you may have a set of expected steps that you would like users to follow. Matomo allows you to create pre-defined flows with a set of short goals, such as a process from clicking on a promotional ad, through a shopping cart; defined by number of steps. Within funnels you can create markers for each step, so it can be very easy to track behavior through a marketing campaign. This can, for example, make it possible to observe user behavior patterns within these funnels to be able to identify when a user might drop off during a process and at which points they may be confused, etc.
Tools which make it easier to compare user behavior across two different pages. These can be viewed side by side and can help identify which version had the best effects within a conversion funnel
One of the more challenging aspects of managing eCommerce flows on a website is how to handle forms. In order to get key information about your customers or users, typically you need them to provide it for you. However, forms can introduce many usability obstacles for users. Being able to track how people use them can help provide the information which can make or break a marketing campaign.
Matomo’s form analytics can track user progress through a form, including showing those who bounced from a site during the completion process, the percent of those who completed the form, time spent completing the form, and can even keep a record of waits/hesitations made by users prior to submitting. Data can be either viewed granularly at an individual level, or users can be broken into groups (e.g. starters, submitters, or converters).