The ‘art’ of segmenting your site’s data can range from basic to extremely advanced, depending on what you need or want. To those that are new to analytics and its tools, it can also seem quite daunting. Henry has some tips to get you started.
“Just looking at your standard data will only give you limited insights in to what’s actually happening on the site. Segmenting your data will help show you exactly what different types of users are doing on the site and will help you identify what’s working and what isn’t. The things that aren’t working can then be tweaked and tested depending upon your goals and KPIs.
An easy way to start segmenting your data is to look at things like traffic sources – look at how visitors came to your site and identify opportunities based on what different visitors from different sources have done i.e. those that come to your site from a brand-related keyword search may be more likely to convert, but those that come organically and on a certain device type may have a high bounce rate. Utilise the data to make improvements to the sites, pages and process.
More advanced examples of segmentation can include things like:
- Previous purchase behaviour. Look at those that have previously purchased items (or converted, depending on what your goals are), and see how/why they’ve come to the site and what they done on subsequent visits.
- Demographics. Look at how different ages and genders utilise the site and use this to tailor content and copy accordingly.
- Site behaviour. Perhaps look at engaged users – those that have saved items or made lists, shared items, signed in etc.
Once you’re comfortable with segmentation, experiment and see what different types of visitors are really doing on your site. Don’t be afraid to disregard certain segments if they narrow your results too much or don’t provide any business value.”