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Do you use tools like Google Analytics? Do you study your website traffic among other metrics on a regular basis? Great. However, do you segment analytics to maximize their effectiveness?
Analytics segments are groups of data that you categorize based on certain parameters. There are customer, traffic, and behavior segments, for instance. You can segment based on anything you want.
There are also two types of segments in analytics: simple and advanced.
You use simple analytics every day. These are traffic sources, website metrics, or demographics. They’re fundamental and set the foundation of your analytics research.
Advanced analytics, on the other hand, are segments with conditions or sequences.
Conditions are made to segment data once a certain criterion is met. Perhaps you track customers who reach a demo page in a funnel and those who don’t. Sequences are similar in the sense that data is segmented if steps are achieved like visiting certain pages in a row.
Let’s talk about three ways you can be using analytics segments today.
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Find the highest ROI traffic sources for your business
Social media. SEO. Display ads. Marketers tend to wear many hats when it comes to generating and managing traffic. If I asked you what the conversion rate of each channel was for your brand, could you tell me?
Don’t fret if you can’t. Analytics segments are here to help.
They allow you to analyze your traffic sources to find the ones which yield the highest conversions, newsletters signups or—once again—custom conditions and sequences you set.
Teams can nurture these channels to achieve increased performance and productivity. Check out our blog post on analytic segment use cases to learn more.
Narrow down the best customer profiles
Knowing customers like your best friend is critical for success. For instance, did you know that using marketing personas made websites 2-5x more effective and easier to use?
This is because you understand user interests, behavior, questions, and values. Marketers are then able to craft campaigns and experiences that align with these traits. It’s empathy.
Customers will resonate and engage better with landing pages, copy, ads, and any material that’s optimized for them. Not everybody.
Furthermore, segmenting customers will help you find which audiences generate the highest click-through rate, conversions, and other KPIs.
Measure specific events and conduct split tests
Every business has different goals: email signups, demo registrations, checkouts, etc. Analytics segments help marketers measure events like these and create tests for experimenting.
For example, marketers could track the engagement of individual buttons, pages, or actions taken on a page. This provides insight into what is working or requires improvement. Then, they are able to conduct A/B split tests to improve the conversions and performance of these items.
Look at The Royal Canadian Mint as inspiration. They wanted to better understand their customer’s behavior to develop effective strategies and provide tailored experiences.
Mint used analytics segments to determine high-value customer behavior, develop customer personas, and create a scoring system for future leads. This information was used to segment users based on lifestyle traits to develop meaningful targeted campaigns.
They ultimately cut analytic time from over six weeks to less than two while adding an additional 140,000 new customers!
Conclusion
Analytics are important. Segmenting analytics is more important.
Marketers can find deeper insights into traffic sources, campaigns, and audiences by segmenting data they collect.
Nonetheless, it takes a lot of elbow grease and time. That’s why you should try Morphio today for free.
