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Which segments work the best for digital marketers

Jun 27, 2019 12:00:00 PM

Google Analytics, Segmentation That Works.


Not every user is the same. There is no homogeneous group of people that only look at your website.

If that’s surprising to you, welcome to humanity. People are diverse.

It makes no sense at all to treat all of your users the same. That’s why you need to be implementing a segmentation strategy for Google Analytics.

Different users are going to visit your site for different reasons and each group will have its own set of actions.

Instead of treating everyone the same, categorize your users to gain insight on how groups of people are interacting with your website.

Every industry is going to look for different categories based on your business and your product, but here are a couple of types of segments that work well for digital marketers.

Geographic

This kind of segment is going to depend on your business. If you’re selling locally, then this segment isn’t going to be for you.

But some companies are selling across the globe or across the United States. People in Brazil aren’t going to have the same buying patters as people in Canada.

It’s the same in the United States. Someone in New York may be on your website for different reasons than the person looking at your site in California.

This is a way for you to take culture into the equation by segmenting people from different regions. If you don’t want to go state-by-state or country-by-country, you could do region.

You could look at the East Coast and the West Coast to see if that makes a difference or go continent-by-continent.

Demographic

This is something that everyone can implement. Whether you look at gender, race, age or number of children, there are a lot of insights you can get from different demographic information.

It’s going to be up to you to decide which of these demographics are going to mean the most to you. But if you keep track of what different demographics are looking at you will be able to figure out a marketing strategy around them.

For example, if you sell women’s clothing, you might assume you don’t need to segment for gender. But women aren’t the only ones that buy women’s products. Often spouses or significant others will buy for their partner.

You can segment by gender to see what items men buy the most. With this information you can create a PPC campaign around major holidays to suggest to men the most popular gifts for their girlfriends or wives.

This is the kind of opportunity you might miss if you don’t segment by demographics.

Behavior

This is how B2B businesses categorize their leads.

This takes into account how often someone visits your site or if they are a new visitor.

Not all of your users are going to be at the same stage of the buying process, so it doesn’t make a lot of sense to treat them the same.

Someone who is a frequent visitor may be more ready to purchase than someone who has just visited your website.

You might make a campaign for new visitors to give them more information about your product. This would obviously be inappropriate for a visitor who frequents your site. That person might need a sale or a deal to push them over the edge to a conversion.

Every visitor is at a different point in your sales funnel and the best way to move people forward is to give him or her what they need. Don’t treat everyone the same.

Referral Source

This gives you a look at where your customers are coming from.

Whether they reach your site by social media, email or search traffic, each of these users is coming to your website expecting something different.

Again, don’t treat them all the same. Social media users may be more likely to use your site on a mobile device. Paid search users may interact differently than organic traffic.

No matter the difference, you need to see how these users are acting on your site and what you can do to push them further along your sales funnel.

Learn More About Segmentation

You should implement some kind of segmentation when looking at your Google Analytics data. It is crucial that you understand how different segments of the population are looking at your website.

Jeremy Smith

Written by Jeremy Smith

Digital marketer with a penchant for dance; helping clients see the light through the jungle of tweets since before Twitter was cool.

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