Web Analytics Segmentation - Web analytics

What is segmentation? How it is helpful?

Segmentation is the process of segregating the data to find the actionable items. For example, you can divide your entire website traffic data as one segment for a “Country,” and one for a specific City. That is they are divided into segments.
segmentation(1)
For the users, who are on your website page can make the segments as a whole who purchase your products; one who only visited your
website, and likewise. So when they again come for remarketing, you can target those audiences with the help of this segment only.

Data Segmentation

Data segmentation is very useful in the way you analyze website traffic. In analytics, you can estimate traffic insight with the help of segmentation. You can see the following image which shows how to add segments in Google analytics.
data_segmentation(1)
For a website, you can segment total traffic according to Acquisition, Goals, and Channels. Following are the types of acquisition segmentation −
  • Organic Traffic − It shows only the organic traffic of the website. You can find out which type of search engine (Google, Yahoo, Bing, Baidu, Aol, etc.) suits for working. With the help of organic traffic, you can also find the top keywords that send traffic to your website.
  • Referrals Traffic − This segment shows the total referrals traffic of the website. With the help of this segment, you can find the top referrals website that can send traffic to your website.
  • Direct Traffic − This segment helps you to find the traffic of your website who visits your website directly.
  • Social Traffic − With the help of social segment, you can analyze social traffic. You can estimate the traffic that you are getting from social media? In social media, which platform (Facebook, G+, Twitter, Pinterest, Stumbleupon, Reddit, etc.) is sending traffic to your website. With the help of this segment, you can take necessary steps for future social media strategy. For example, if Facebook is sending the highest traffic to your website, then you can improve your Facebook post frequency.
  • Paid Traffic − Paid traffic segment captures traffic through paid channels (Google AdWords, Twitter ads...).

Analysis Using Segmentation

After completing the collection of data from the segments (collected the data from segments), then the next step is to go for analysis. Analysis is all about finding the actionable item from the data.

Example

Let’s map a table for analysis.
Month Jan Feb Mar April May June July Aug Sep
Organic 40K 42K 40K 43K 45K 47K 57K 54K 60K
Referrals 5K 4K 5K 4K 6K 5K 4K 3K 4K
Social 1K 1K 2K 4K 2K 3K 5K 5K 4K

Analysis

  • From the above table, you can see clearly that your organic traffic is growing (improved 20k in 9 months). You can see the down fall in referrals traffic Social traffic has also improved (1k to 4k).
  • Search out for the pages that send traffic in organic traffic. Analyze them.
  • Find out which social platform is working for you and best suits for you.

Actionable

  • You need to add new pages according to organic traffic sender pages.
  • Concentrate on the social media platform that sends the highest traffic.
  • Find out why your referrals traffic is down falling. Is there any link that has removed from the website, which was sending the traffic earlier?

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