Sign-up journey
Created a seamless experience for users to sign up, integrate tracking, and discover the product's value.
With Universal Analytics being sunset and GA4 released with GDPR limitations, at Matomo — a web analytics company that prioritises user privacy and data ownership — we seized the opportunity to make transitioning from Google to our platform as easy and smooth as possible.
Problem space
We started by mapping the current user journey to identify pain points and opportunities. This involved reviewing all insights about the homepage, sign-up process, and tracking code integration.
Simultaneously, we gathered internal feedback from Support, Marketing, and Development teams, and stakeholders to enrich our understanding.
Quantitative data and a user survey on Matomo's sign-up experience informed our approach. We benchmarked against competitors like Google Analytics, PiwikPro, Mixpanel, Hotjar, Simple Analytics, and Amplitude.
Our user journey map revealed critical insights: 93% drop-off rate at the homepage, with only 32% successfully signing up once they reached the sign-up page.
Additionally, 20% of sign-ups did not activate their accounts, and only 40% of logged-in users started tracking data.
Comparatively, while our process wasn't the lengthiest among competitors, it lacked intuitiveness, appearing outdated and cluttered.
Solution space
The recommendation was to optimise the homepage to clearly communicate the benefits of Matomo, improve sign-up steps, and streamline the tracking code integration process.
Due to time constraints and stakeholder preferences, we prioritised optimising the tracking code installation page and selected sign-up steps.
After an internal workshop with key stakeholders, we developed a new user flow and tested initial wireframe concepts online.
Before validating the new proposal, we conducted three successful usability tests and decided against adding a Google sign-up option on the homepage after A/B testing.
Objectives and key results
The goal was to increase website tracking from 40% to 50%. Following the release, we consistently reached between 48% and 51% month-over-month for a quarter.
