Discuss Data Analytics

SegmentationinWebAnalytics.pdf

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Learning Topic

Segmentation in Web Analytics Every visitor to a website is different, but there are some ways in which we can

characterize groups of users and analyze metrics for each group. This is called

segmentation.

Default Segments in Google Analytics

Examples of segments include the following:

referral source—Users who arrive at your site via search engines, those who type in

the URL directly, and those who come from a link in an online news article are all

likely to behave differently. In addition to conversion rates, click path and exit pages

are important metrics to consider. Consider the page that these visitors enter your

website from—can anything be done to improve their experience?

landing pages—Users who enter your website through different pages can behave

very differently. What can you do to affect the page on which they are landing, or

what elements of the landing page can be changed to influence outcomes?

connection speed, operating system, browser—Consider the effects of technology

on the behavior of your users. A high bounce rate for low-bandwidth users, for

example, could indicate that your site is taking too long to load. Visitors who use

open-source technology may expect different things from your website than other

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visitors. Different browsers may show your website differently—how does this affect

these visitors?

geographical location—Do users from different countries, provinces or towns

behave differently on your website? How can you optimize the experience for these

different groups?

first-time visitors—How is the click path of a first-time visitor different from that of

a returning visitor? What parts of the website are more important to first-time

visitors?

Licenses and Attributions

Chapter 18: Data Analytics

(https://www.redandyellow.co.za/content/uploads/woocommerce_uploads/2017/10/ema

rketing_textbook_download.pdf) from eMarketing: The Essential Guide to Marketing in

a Digital World, 5th Edition by Rob Stokes and the Minds of Quirk is available under

a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported

2011, 2013 Quirk Education Pty (Ltd). UMGC has modified this work and it is available

under the original license.

All links to external sites were verified at the time of publication. UMGC is not responsible for the validity or integrity

of information located at external sites.