A case study and live example is provided, which will show members how technological segmentation can be applied.
- [Instructor] Technological segmentation has become one of the most prominent basis to segment. In order to improve our user experience, our engagement, and ultimately, for better conversions. The mobile user may be in a rush as they consume content on the go, or they have limited internet connection so that they may opt to do initial research and then complete it on section later on their device. However, in some parts of the world, a large segment of users only use mobile devices.
So you really cannot generalize without testing any segments. Let's use a case example, of an online publisher, who generates leads. The hypothesis is that for the mobile segment of 5,000 users per month, we will see an increase conversion rate provided that the contact form is more simple, and less images are included to improve the download speed. So we can use a three step process to achieve this.
First the web developer will make the proposed changes on their conversion page. Then, after an agreed testing period, we review the results for the segment in analytics, so that we can test if the hypothesis was correct. The final step is to decide if we keep the changes, or if we're going to revert to the old design. What I'd like to share with you now, is how we're going to use Google analytics to evaluate and test the segment.
So once we're in the analytics account, of the website that we're working with, we're going to scroll down toward overview. And we're going to segment our traffic according to the device type. So under mobile, we will just click here on overview. Now, under the explorer tab, I'm going to select the goal set that we've set up before so that we can see a column with goal conversion rate. I click on goal set now, and if we scroll down, you can see a column there that clearly indicates our goal conversion rate.
So now we can immediately see that mobile traffic has a much lower conversion rate compared to the desktop. And now once we've made the changes to the contact form, to test this retroactively, it would be good to see a separate segment in which there will be a traffic graph above for the mobile traffic. So all we need to do here is we're going to head up now, and we're going to add a segment. And once we're in this view, if you just type mobile, and here we select mobile now.
And we can now click on apply. So once we've applied the segment, here we can see a new graph that can be used to track any of the improvements that we've made. Now if you look up here next to the sessions tab, there's another interesting option that you can add. So if I click the drop down button and I see the goal set that we created, I click on that again, and I select goal conversion rate.
Now you're going to see, when we mouse over the graph, what happens. So the conversion rate for the mobile segment is now clearly displayed and this is exactly the method that we're going to use to verify if any changes had the desired effect.
- The difference between planned and retroactive segmentation
- Setting up segments for testing in Google Analytics
- Using demographic segmentation to plan future advertising
- Testing the popularity of website content with behavioral segmentation
- How analytics reveal social segments
- Testing segment conversion rate and performance
- Achieving segmentation with conversion segments within multichannel funnels
- The differences between multivariate and A/B testing
- Creating a digital marketing report