Deconstruct partner and competitor websites to benchmark categories, lines-of-business or specific products with full flexibility and accuracy. Isolate traffic and engagement metrics across sub-sections of the website to evaluate your performance relative to your competitors.
With Segment Analysis, you can uncover and illuminate blind spots in consumer demand and improve your company’s marketing spend.
Continue reading for a deep dive into different segments that will generate the most value for your business.
We'll cover the following questions:
What are the use cases for creating segments with Segment Analysis?
Who is the Segment Analysis feature for?
Where can I find the Segment Analysis page?
How do I create a Segment Analysis?
Which insights can I gain from Website Segment Analysis?
How do I share segments within my account?
Segment Analysis addresses four primary use cases:
Category/Line-of-business – Understand the performance of a specific category (e.g., beverages in tesco.com) or a line-of-business (e.g., flights) within OTAs, metasearch engines, and travel suppliers – this will help you obtain a true apples-to-apples benchmarking capability.
Brand – Reveal how well a brand is doing on a retail site (e.g., Dior in sephora.com), a travel agency (e.g., MGM Resorts in booking.com), or a telecom operator (e.g., Samsung in Verizon.com).
Topic – Uncover and assess the hype around a specific news topic, such as Trump, Coronavirus, or Trade War in cnn.com.
Conversion Goal – Determine key performance metrics, such as converted visits (e.g., visitors who arrived at the Thank You page) or visitors that started and completed the checkout process, in order to get a comprehensive view of the sales funnel.
The performance metrics on the page allow you to extract further insights on changes in your segment and to understand what's working (and what's not).
For example, you can create a segment on Asos.com for “Missguided” (brand) + “dress” (category/line-of-business) + “satin” (product type).
Segment Analysis allows team members and managers to create customized segments with the highest level of granularity possible: users can create segments that are as granular as ~0.1% of their site traffic.
‘Category/line-of-business,’ ‘Brand,’ and ‘Conversion Goal’ are ideal for data analysts and BI specialists, marketing and sales managers within the following industries: Retail, CPG, Travel, Telecom, Financial Services, Agencies, Investors. The ‘Topic’ segment is specifically ideal for marketing and PR teams within Publishers and Media companies.
Before getting started, go to the website you want to analyze to understand it’s folder structure. For example, boohoo.com/womens/dresses refer to the dresses folder for women, meaning dresses are within the ‘womens’ folder. And, ‘Evening Dresses’ are a subfolder within this folder: boohoo.com/womens/dresses/evening-dresses.
Once you’ve analyzed the site’s URL structure, click on "Define New Segment, "enter the website you want to analyze and the segment type and name.
You will then be redirected to the Segment Rules page.
Firstly, make sure to set the country filter according to the market you’re interested in. It automatically defaults on the United States, but we have data for several dozen countries worldwide.
And now, for the segment rules phase. There are two types of rules you can add:
‘Contains at least one string’ - this allows you to add single or multiple strings based on your website's format. For example, if you want to see the scarves category on macys.com, you should add a rule to include URLs that contain 'scarves' or 'scarf.’ In this case, you would need to use the OR function to create a segment that includes both types of strings.
‘Does NOT contain any’ - alternatively, if you want to look only at women's scarves, you could add strings that you want to exclude from your segment, for example, URLs that include 'men' or ‘kids’ within the scarves category.
Once you’ve saved your segment, you will be redirected to the Segment Analysis page. In the top right corner, you can define the country and timeframe:
For each segment, you can gain insights into the following metrics:
Segment Share: Percentage of visits to the segment from the total visits to the website. This helps you measure the actual size of your segment’s activity on your business.
Avg. Visits: Refers to any visit that passes at least one of the segment pages.
Avg. Pageviews: Total page views of the pages within the segment.
Avg. Pages Per Visit: Average number of segment pages viewed during a visit.
Avg. Visit Duration: Time that the user spent on segment-related pages during a visit.
Bounce rate definition: Percentage of visits that included only one segment page.
Note: These metrics can be viewed on a weekly and monthly basis only.
The change within all these metrics is calculated based on the first and last month of the selected period.
In the graph section, you can see the changes in visits to the segment over time (from 1 month up to 2 years).
A lower bounce rate is an indicator that the segment/brand is performing better than the category/line of business.
Use this indicator to gauge how relevant your product is to audiences in your space. Toggle the blue 'Compare' button in the top-left of the graph to add up to an additional 10 segments to compare in the same view.
You can use Segment Analysis insights to:
Gain an accurate and comprehensive view of traffic to your category, line of business, or brand, as well as the conversion performance of an entire website.
Benchmark the performance of your products, category, or line-of-business across retailers or relative to the competition to identify areas of opportunity and improvement. You can do this by creating multiple segments and comparing your and your competitors’ key metrics regularly.
Quantify the impact and changes of certain marketing activities over time (e.g., promotions or shopping events), as well as trending topics in order to adjust content to your audiences’ changing behaviors.
How do I share segments within my account?
Every time you create a new segment, it will be automatically be saved within Shared Segments. This means anyone within your account can copy and edit saved segments, increasing collaboration across teams, and saving you valuable time when building new segments.
When you Compare Segments, you can either choose My Segments or select from the list of Organization’s Segments (i.e., the saved segments within Shared Segments).
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