Figures: Chapter 3 – Segmentation example

Segmentation example

Since different customers come to a site or app to accomplish different things, it makes no sense to analyze everybody’s behaviors as if they were trying to accomplish the same goals.

The more flexible and granular the segmentation capabilities in an Experience Analytics tool, the better the questions that users can ask and get answers more quickly. 

Most answers delivered by Experience Analytics lead to many new questions that need to be answered before arriving at an actionable insight. Those increasingly specific new questions are answered by narrowing the analysis context to the specific behaviors in question. All of that is accomplished by using segmentation capabilities in analytics.

Figure: Segmentation example from Contentsquare

In the example above we see a segment of users that

  • Were on a specific journey including two specific pages, 
  • Engaged with a specific content element on one of those pages (i.e. hovering with the mouse). This content element was meant to persuade them
  • But then ultimately we are filtering for users that did – not – complete the intended goal, i.e. in this case reaching a cart page.