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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 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?

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