Important Posts

Segmentation of Data for Statistics in Web Analytics

In this article we will look at one of the methods of web analytics, called “segmentation”, what is it? How does it help you? This is what we will know.

Classification into segments


Segmentation helps you segment and understand the data obtained from web analytics, into small groups; To help you get more insights and improve your website's performance.

Going back to the “guest house” example, one of the goals of this activity is to get room reservations.

If you use a web analytics tool and review high-value data, you may know that only three percent of your website visitors actually sign up.

How to use the segmentation?


To understand this a little better, you can use Segmentation to divide your visitors into different groups.

First, let's divide visitors according to geographic segments, starting with country; Because it's different, when we look at our visitors based on where they live we discover some big differences in whether they book a room or not, and that makes sense.

People in the UAE, for example, make up a large percentage of our visitors, and they convert at six percent, double the average rate. But when we look at visitors from Saudi Arabia, despite the good number of visits, the conversion rate is low at one percent.

Then, we will immediately have a good idea, adding content that is suitable for Saudi visitors may encourage more bookings.

For example, you can add some information about the best way to reach the guest house after landing at Dubai Airport.

Now let's go deeper! We will also divide the UAE segment into specific cities.

Here, we can see that the largest percentage of bookings come from Abu Dhabi and Dubai, so doing some local advertising campaign in these two cities may lead to more bookings.

Did you know what is the benefit of categorizing into segments? Well, as you can see, slicing gives you some stats that enable you to take action.


Segmentation into segments based on the routes to your location


This is great, isn't it? Let's use segmentation a different way, what do you think about segmentation based on the routes to your site? This may help us answer questions such as: “Do people who come through social media make the most bookings?”

When you segment your site visitors by where they come from, you can see the differences between visits by organic search and visits by paid search, as well as visits by social networking sites, and many more.

This helps you know where you should invest your time and resources while building your digital advertising campaigns across different channels.

Divide the classification into segments according to the type of device used


How about we go a little deeper? This time, we'll divide our visitors by the type of device used, and note the differences between desktop computers, tablets, and smartphones.

We might get valuable information. For example, desktop and tablet users make up to four percent of reservations, while smartphone owners often don't make any reservations.

To improve this, you can work to make your website more mobile-friendly or see if there are problems with the smartphone booking process, which you can solve.

This can help increase the number of reservations you get, and that's another valuable statistic!

So, this is the segmentation. Of course, you can break down anything that interests you on the basis of your choice, but in general: break things into small groups, and discover statistics that can help you identify ways to improve!

Dig in, start splitting, and find out what kind of questions you can answer!

See: Why Track Goals Using Website Analytics

No comments
Post a Comment

    Reading Mode :
    Font Size
    lines height