Segmentation is one of the reasons we do web analytics in the first place. It’s not an option really it’s the reason we do it. By looking at your analytics data through the lens of segmentation you can find out a lot more about your audience.
There are many types of analytics segmentation you can choose to look at but Geo Analytics segmentation is one of the more interesting lenses.
Looking at where someone comes from is a useful way to find out potential insights. For instance you could compare across metropolitan areas to see if there are opportunities to test based on where the person is coming from. Finding an opportunity based on where a visit is coming from is relatively easy.
Simply go to your analytics tool and look for where people are coming from and compare different locations. For one company we work with had nearly 80,000 visitors coming from Dublin and 40,000 coming from St Petersburg. St PetersBurg converted to sale at 8% and Dublin only 0.05%. Another intersting finding was that peversely the Dublin visits had only a 0.69% bounce rate as oppose St Pete’s which had 22%.
So here we have more people coming from Dublin, with an extremely low bounce rate (good) and an extremely low conversion rate (bad). This indicates one of two things. Either the visitors from Ireland aren’t being catered for as well on the page as elsewhere in the world or there is a technical problem with the result of the tracking. Upon digging deeper into this segment of visitors we see that 99.6% speak English and that the site is in Finnish which would indicate a language issue, but it still doesn’t explain why the bounce rate is low for that segment. You would expect the exact opposite if the primary language of the site is not what is spoken by the visitors.
Even deeper investigation showed that the vast majority of visitors from Dublin (99.52%) showed they landed at an account login page. They would all then click through to account settings (thus view more than 1 page and mean that the bounce rate was extremely low) before realising the site didn’t have an English version.
This company should cater for the significant amount of traffic (and potential lost sales) coming from Dublin by at least serving a version of their service in English.
So just by looking through the geographical analytics segmentation lens you get an insight that could make millions of Euros in sales, improve the user experience for a significant amount of visitors or simply fix a technical problem with your analytics set-up. In any case doing the work and segmenting has helped you improve something for your business.