0405123696 petra@web-data-analytics.com

 1,596 total views,  6 views today

Segmentation analysis is when you group your website users into different buckets (segments), and look for situations in which one group has a different behaviour from another. Understanding your customers is central to being able to sell to them effectively, so this analysis is used in Conversion Rate Optimisation.

This kind of analysis allows you to drill down into your data and get a really good understanding of what is driving your visitors’ behaviour. It is a valuable tool in your analytics strategy, enabling you to compare various demographics and audiences. This helps you to make decisions on which audiences to target, and how best to target them.

Comparing different groups of people is one of the best ways to find insights in your data – by looking for trends that indicate that one group is behaving differently from another and then catering preferentially to the audience that offers good business value, or by changing the website to grow an audience that is falling behind.

When comparing different groups of people in Google Analytics, you can compare up to four groups at the same time. Once you have set up your segments you can use them on any report that allows segmentation, or in Google Data Studio.

You need to be careful when setting up your segments that if you are going to contrast one group with another group that the two groups do contain different users. Demographics is one area where this is obvious because you’ll be comparing across genders and/or different age groups, but the process of building segments can be more complex when you want to look at groups of users who might overlap.

For example, a segment of all users who added products to their cart is likely to contain the same users as a segment of all users who purchased. If you want to contrast the two you might choose to exclude users who purchased from your segment of users who added to cart.

There is a lot you can do with segments in Google Analytics, so if you’re ready to dive in, check out some of these posts which go into detail:


Jodi Benjamin Ecommerce Google Ads

I engaged Petras services because I was looking for someone to manage my google ads for my ecommerce business. I got that and SO MUCH MORE.

I was always very intimidated by google ads. I simply could not get my head around how to run and optimise a successful campaign, so I did not use it.

Then someone recommended Petra and my world changed. She is very data orientated, very analytical and razor focused on the small details, everything I am not good at. I never ever log into my google ads because I know Petra and her trusty team are all over it, and my google ads continue to drive very profitable traffic to my ecommerce store.

Since having Petra on my team I have grown considerably and I get about a 10x ROAS from my google ad spend. She has an open door and always has time for me and my million questions.

To top that all off, she is also a super nice and friendly person and has become a customer and huge fan of my brand. What more could you want! .

Jodi Benjamin CEO of Life of Colour [Ecommerce] Ecommerce Google Ads April 13, 2021

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020