Using Analytics on Your Site - Segmentation
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Segmentation is a huge and complex topic. We'll introduce you to the overall concept and provide further direction where you can learn more, from people who understand it better. Segmentation is powerful and can help you answer the "why" question when it comes to online marketing efforts.
What is segmentation?
Website statistics is a mix of visitor intentions, visitor sources, behaviors and questions. By looking at overall website statistics you cannot find out how many visitors who were looking for "X" found it, and if they didn't, why not. You cannot answer why visitors did not get to "page Y" and what you can do to help them get there. With segmentation, however, you can break down analytics into small chunks of information that can help you market better.
For instance, if you've invested in branding, naturally you want to find out how many people search for your brand, and how many end up on your site and take action. To do this you can create a custom segment, and set a filter for "my brand keyword" (including related). You can go further and only count second time visitors, who spend X amount of time on the site, complete some sort of action or make X number of clicks. By setting advanced filters you can see how your campaign efforts affect visitor flow, engagement and ultimately conversion rate.
Here is a big point to keep in mind: you must know what it is you're trying to find out from segmentation before you segment. At the moment, Google has around 100 segmentation options, so you can waste hours just playing around with those. Know what you're trying to measure.
Here are some Google segmentation options: hours of the day, page depth, visitor type, count of visits, city, language, region, ad group, keyword, search engine, ad slot, referral path, medium, page title, host name, refined keyword, landing page, exit page, affiliate, city, product, product category, browser, connection speed, flash, entrances, bounces, purchases and a LOT more.
Learn more about segmentation:
And you can also find more information on the topic of bounce rates.
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