Wouldn’t it be awesome to know which visitors are converting? Which are not? If mobile traffic converts more than desktop? On what days of the month? If some days better than others for conversions?
So many questions for a digital marketeer to answer. How do you stay atop your business and show the right ad to the right visitor.
Increasingly, with online marketing,what is right for one visitor might be completely off base for the other. What might work for one buyer might not for the other.
How do you navigate this space successfully and with least risk possible. Google Analytics provides a fast, easy and free way to do this.
Segmentation is the new mantra of digital marketeers all over the globe. Making informed decisions for your website, mobile app or overall business is incomplete if you have not sliced and diced your numbers before making those decisions.
Let’s have a look at one example showcasing the greatness of Segmentation
The client – a sports retailer in Australia.
Using the report in Google Analytics>Acquisition>Adwords>Campaigns (All Sessions), we see the that the revenue for 1st to 15th Jan is $574.87
Now, cross checking this with E-commerce>Overview report (All sessions)
Now, let’s have a look at the data using Avinash Kaushik’s advanced segments – Non Flirts, Potential Lovers
We see that for the time-frame – 1st to 15th Jan, 100% of our paid conversions belonged to the Non Flirts, Potential Lovers, which segments visitors who visited 3 or more pages on our website. To put it simply, each and every paid conversion had a page depth of 3 or more. Put even more simply, every visitor who clicked a Google Ad and converted, visited atleast 3 pages or conversely, every visitor who came to our site via an ad AND who visited 3 or more page CONVERTED.
Mind blowing..yes?
Let’s take a wider view of the numbers, say a 6 month time frame – 1st July to 31st Dec 2015
Google Analytics>Acquisition>Adwords>Campaigns (All Sessions)
E-commerce>Overview report (All sessions)
And finally, Avinash Kaushik’s advanced segments – Non Flirts, Potential Lovers
Oh my goodness!!!. Every single CPC conversion was a result of the customer visiting 3 or more pages, after clicking on our ad.
As an agency, we now have even more questions,
- How do we harness these loyal visitors?
- Can we re-market to them?
- What about those paid visitors who only visited 2 pages. Is there any way we can get them to visit 3?
- What is page number 2 for those who visited 3 pages and those who visited only two. Is it the same? Is it different?
- What are the changes we can make to page 2 to prevent visitors from dropping off?
So much information from a few clicks of the mouse. Without segmentation, we have the numbers, but we have no insights.
There you have it, the beauty of segmentation. Go ahead, segment your own data and tell us what you find.