So what is User segmentation? Well, user segmentation is used to funnel different user types to the appropriate categories and products on your store.
This simple technique can very effectively reduce bounce rates and increase return customers by creating an easy and memorable shopping experience. You can use segmentation to your merchandising advantage by funneling the users to the categories or products of your choice.
There is an easy way to segment users and an advanced way. The easy way is to prominently place buttons or text links on your homepage that will take the user to the pages that best suit their shopping needs. So basically: creating an option to start the shopping experience at the highest level category possible.
Here, an apparel company displays simple buttons prominently on the homepage directing the user to start the shopping experience by segmenting gender types.
This store uses the same segmentation in their brick and mortar locations as well.
You can also segment by Product type in addition to User type:
In this example, a large department store also uses this simple form of segmentation, by displaying major department store category links. The correlation between the brick-and-mortar and online shopping experiences is very strong here. In the department store itself, a shopper would also find their department by following signs with the same category names.
It’s important to learn from the brick and mortar world in defining categories, as shoppers worldwide have become comfortable shopping in a particular way; and retail stores have long used user and product segmentation as an art form to define departments within one location.
You’ll notice that this store in particular also wants to direct their users to the sale and clearance section of the store, allowing them to get rid of select inventory.
An advanced way to segment your users would be by remembering what they searched for during a previous visit. For instance, without logging into an account, I viewed a pair of shoes from Amazon.com and left the site.
When I returned a different time, the site suggested several different shoes and related items I would like based on my past surfing experience. This segmentation experience funneled me in the direction of my category interests and led to a purchase.
This form of a more personalized segmentation approach is the natural extension of simple segmentation, but is a unique science on its own. Regardless, the two applications share the same goal of connecting with a user to encourage a higher conversion rate and a better shopping experience.
Finding the most appropriate segmentation approach takes a methodical approach. First, you must conceive the best approach and test it. If it is increasing conversion rates, you then need to build upon it and work it into your holistic marketing approach through content, pay-per-click and e-mail marketing.
If you are interested in starting this process, from the first test itself – we can help. Our Conversion Booster program is a managed conversion testing service that allows us to define the appropriate changes for a site to increase conversion rates and drive revenue. We offer free conversion opportunity audits to qualified websites – feel free to call us at 800-504-4324 for more information.
Thank you and have a wonderful conversion Wednesday!