How an online academy improves website performance and ensures compliance with Matomo
MDFT Academy, an online academy offering professional training courses, was using Google Analytics for their web analytics needs. However, concerns over GDPR compliance and data privacy prompted them to look for a new solution.
Switching to Matomo allowed them to gain better insights into visitor behaviour, optimise their website navigation, and increase conversions—all while complying with GDPR.
About MDFT Academy
MDFT Academy provides online training programs designed to help professionals enhance their skills in cloud computing, data engineering, AI and machine learning.
Committed to delivering quality education, the academy focuses on user experience and accessibility in its online courses.
The challenge: Balancing web analytics with privacy compliance
Using Google Analytics became problematic for MDFT Academy due to the complexities of GDPR compliance. It was also a difficult sell to consumers who are increasingly concerned about data privacy.
“Using Google Analytics in the EU is a bit of a headache and a difficult sell to consumers, so we were looking for alternatives with a stronger focus on privacy,” explained Mark Farragher, Founder and Trainer at MDFT Academy.
They needed a web analytics solution that matched Google Analytics in features like visitor analytics, User Flow, ecommerce tracking, and conversion funnel tracking, but without the privacy concerns.
Discovering Matomo
In their search for an alternative, MDFT Academy found that Matomo not only met their requirements but also offered additional features like A/B testing.
“We were very happy to discover that Matomo goes beyond that feature set and also offers A/B testing,” Mark noted.
Matomo stood out because of its wide range of advanced features, user-friendly interface, and the ease of ensuring compliance with GDPR.
An easy switch to Matomo
MDFT Academy smoothly transitioned to Matomo by using the Matomo Tag Manager, which made replacing the tracking code simple.
“The migration was a piece of cake. Replacing the tracking code was straightforward, and everything worked flawlessly from day one,” said Mark.
Gaining better insights to increase conversion rates
With Matomo’s User Flow feature, MDFT Academy understood how visitors navigated their website. They analysed the paths visitors took to identify what worked and what didn’t, which allowed them to improve the site’s navigation.
“I can identify poorly performing pages and optimise the navigation structure of our site to increase conversions,” Mark explained.
Tracking critical metrics in real time
Goal conversions are the most important metric for MDFT Academy. These include visitors expressing interest in a training, signing up for a newsletter, completing a quiz, or purchasing a course.
“Seeing goals evolve in near real-time in Matomo is crucial for our business,” emphasised Mark.
Switching to Matomo provided MDFT Academy with robust website analytics, including detailed user flows, conversion tracking, and A/B testing.
Matomo not only provided clear insights into website performance but also ensured GDPR compliance.
Now, MDFT Academy can accurately monitor goal conversions, understand user behaviour, and make informed decisions to improve their site’s performance and increase conversions.
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