Using Google Analytics for Audience Segmentation
Audience segmentation allows you to evaluate the performance of your marketing campaigns targeting different audiences. With this you can also run customized marketing for better results.
Smart Insights contributor Dave Chaffey has shared 10 ways to segment website visitors using Google Analytics.
Chaffey says, “When I work on E-commerce projects to identify methods to increase conversion I always start with a structured analysis of current effectiveness of customer journeys using Google Analytics to help identify potential improvements to site page templates to test. Segments are powerful since they help you isolate and compare different traffic sources, so in the screengrab below we have selected organic traffic to just find out how these visitors behave, for example, which landing pages do they arrive on?
A key part of this approach is to go beyond the headline conversion rate and review conversion rates by referrer. To identify improvements I use a structured approach to segment visitors with different needs and characteristics and I present this here applied to Google Analytics, although a similar approach applies to other #measure services like Adobe Analytics or Webtrends. You can get an indication of the variation in E-commerce conversion rates by channels with this compilation by Monetate”.
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