Google Analytics Segmentation Grows Your Business
Google analytics segmentation grows your business by coralling groups of visitors who share common characteristics into buckets. These buckets are “Advanced Segments” and act much like a filter. What segmentation allows is you to divide up data to show only a subset of traffic to your site (a specific bucket) and this is key to developing online sales funnel. Be mindful it’s difficult to take actionable insights by looking at the whole and big picture of your data as you’re essentially seeing totals and averages without understanding what separates your best prospects and customers from your worst. You want to understand the paths of visitors once on your site and know which pages are important to helping persuade your visitors to convert and this is how Google Analytics segmentation grows your business.
For example by applying two segments – visitors who converted and visitors who didn’t – you can compare the typical paths to each page of the site by the two groups. If you see a page that is more frequently visited by people who go on to contact you, then that gives you a starting point of knowing what’s working effectively for you in engaging visitors. Here are some examples of advanced segments or ‘insightful buckets’ that might be a fit for you in how Google analytics segmentation grows your business – that you might want to consider having set up in your Google Analytics architecture.
Converters by Count of Visit: The Converters by Count of Visit segment gives you 3 segments to show behaviors of people who convert: after 1 visit, 2-5 visits or after 6+ visits – all so you can get a feel for what content is consumed and acted upon at various points in the sales funnel. Here we will apply all 3 segments to any of your content reports to see relative differences in content consumption by count of visit. Then we will apply them one at a time to take a deeper dive into user behavior across the customer journey. (For clarity and Google Analytics, there is the “count of visits” in the Visitor loyalty report and it shows you the level of visits during the specific time period. Next and separate is the “Count of visit! is part of the “Frequency and recency” report. It shows how frequently visitors return to your website during the time frame you have chosen). I’d also suggest looking at product performance. If you notice that you’re running an email campaign with 5-7 touch points but most people convert between touch point 2-4 then you can cut down your mailing campaign.
Whales: Whales is an e-commerce analytics term and it captures visitors who are big spenders. Understanding the behavior of your top customers presents opportunities ranging from helping you find more of them to motivating other customers to become top customers. This segment is especially useful when applied to standard or custom reports that show dimensions such as campaigns, keywords, geography, and items purchased.
Longtail Keyword Length: Keyword length segments look at traffic by keyword length and can reveal significant insights. Segment reports by keywords that consist of 3, 4, 5 and 6+ words with this set of 4 Google Analytics segments to understand the proportion of website visits sent by head terms relative to long-tail terms within your search space. Apply all four segments to any report where keywords are important, such as a keywords performance reports and landing page reports, pagevies, duration, conversions, etc applied one at a time for detailed insights. This is where and how you learn to see if people who access your site from short keywords actually act differently than those that access your site from long tail keywords. What I’ve found is most people who use short keywords are at the top of the sales funnel and onset of their buyer journey – they’re atht he information gathering stage. You learn those that use long tail keywords have done their homework, are more informed, insightful and tend to be entering your sales funnel in the middle. You can then apply strategies accordingly to convert based on a better understanding of your customer and where they enter your sales funnel.
Cart Abandoners by Traffic Source: If you have an ecommerce site, then you probably wonder why people abandon your cart without checking out. The truth is that the answer probably varies greatly, often by source. One way to explore differences in cart abandonment is to segment it by traffic source, Facebook for example. Then apply the segments to your goal funnel reports to inspect whether traffic abandons differently by segment or if there are universal snags in your ecommerce flow. By adding Cart Abandoners by Traffic Source to your goal funnel reports, you can measure the conversion rates of traffic from Facebook, Twitter, etc. and identify ways to improve the flow of your ecommerce site.
Conversion Rates: Business Hours vs. Off Hours: Does the conversion rate on your website change when you close the doors to your brick-and-mortar building? This segment – which is similar to day-parting reports from AdWords – compares traffic received during and after business hours. Adjust this segment series to align with your business hours.
Reach us at tel. 256-270-4040 and we’ll identify buckets for your business model and show you how Google analytics segmentation grows your business!