Why is a segmentation strategy important?
To explain this, I would like to quote Avinash Kaushik:
data in aggregate is a crime. Bold statement, but the
reality is that a monolith does not come to your website. Your site
does not exist for a singular reason either. The core drivers of
traffic are magnificently different for each core group of
So your website’s really a mix of Visitor Sources, Visitor Behavior
and your Desired Outcomes.
When you look at all that in aggregate you get nothing. You think
Average Time on Site means something. No! You think All Visits and
Overall Conversion Rate gives you insights. Nyet! You think
understanding Keywords without drilling down to each search engine
will be awesome. Non!
If you want to find actionable insights you need to segment your
web analytics data. You need to separate out the various Sources,
Behavior and Outcomes.
Then you’ll understand behavior of micro-segments of your website
visitors, which in turn will lead you to actionable insights
because you are not focusing on a glob rather you are
focused on a specific."
Types of segmentation strategies
Traditional marketing highlights four main types of segmentation
- Behavioral: segmentation based on based on target user's
knowledge, attitude, uses, and/or responses to a product or
- Demographic: segmentation based on demographic
characteristics such as age, gender, marital status, religion,
ethinic origin and education level;
- Geographic: segmentation based on where the target user
lives and/or works;
- Psychographic: segmentation based on characteristics
such as social class, lifestyle and personality type.
Other types of segmentation include:
- Attitudinal: segmentation based on what the target users
thing - understanding what makes them tick (often used to develop
- Customer life-cycle: segmentation based on purchasing
- Firmographic: segmentation refers to characteristics of
an organization which include employee size, revenue size,
industry, number of locations and location of headquarters.
- Technographic: segmentation based on ownership, use
patterns and attitudes toward information, communication and
Web oriented segmentation strategies
When defining a segmentation strategy for website users, besides
the traditional groups of users, web interaction triggers can be
used to slice users. These triggers include:
- referring sites: domains that bring users to your site;
- visitor type: differentiating users based on number of times
they visited your site (ex: new vs returning);
- tech characteristics: information about the user browser or
operating system (type or version).
To start using segmentation in your web presence, we recommend the
- Understand customers's needs and preferences;
- Group customers in segments;
- Target segment that meets needs and preferences;
- Measure targeting results and compare to site average and other
- Adapt and optimize (create new segments, change current,
A segmentation strategy can be evolved to create a sustainable
competitive advantage for your company's website. We suggest to
start small (creating 2 to 5 segments) and then work on this.
To learn more about segmentation strategies and how to use these on
the web, we recommend the following resources:
Please leave your comments and links!