In our earlier post, we go through the basics of Segment. In this post, we will explore some advance use cases for segments.

Segments can help us better understand User Journeys by drilling down by particular User behaviors

You can create segment to define a sequential behavior of a user such as :

While you are now familiar with panel, but more challenging task is to think of ideas to use this tool effectively. Here are some of the examples for you to start with:

User Segments – For example

• Users who have previously purchased or made a transaction
• Users who have added an item to their basket, but never purchased
• Users who are coming from specific location and using desktop only

Session Segment – For example

• Sessions in which a specific goal has occurred
• Sessions that occurred before or after a specific time
• Sessions that dame from a specific campaign

Do above examples give some food for thought? Not yet? Let’s do a more detailed exercise :

Challenge 1

 I noticed that visitors from our campaign who are more engaged (spend more time on page) spend more money with us. I wonder what’s different about their behavior?

Approach

We want to explore the difference between two sets of users, both from the same campaign. We would first analyses the data and upon analyzing let’s assume the only difference, we noticed that users who spend more than 5 minutes on page spend much more money than those who spend under 5 minutes.

Conditional Segment

• the campaign name, 2) an AND rule, and 3) a rule that includes users who spend > 5 minutes on page.

Then, we just inverse that segment, yet keep the same campaign. So, just change the time on page to < 5:

Outcome

Then, you can view different reports using those segments as the lens.

Here’s an audience overview report by those segments:

Challenge 2:   

If it’s a page with multiple CTAs, which CTA are users interacting with and what’s the behavior of users based on the CTAs they have clicked? 

Approach

For those questions, segments are incredibly useful. The segment below has helped us to understand which CTA (“Learn More” vs. “Start a Free Trial”) is more effective on one of our paid landing pages

Conditional Segment

This example also helps illustrate how you can combine events, landing pages, device, etc. to understand behavior without needing to reconcile data from the events, landing pages, and device type reports.

Event label contains  “Learn More” and landing page  contains “testcampaign.html” and device category = “desktop”

Hope these examples would have given you understanding of segments and how it could help you to uncover insights. Try different segments and share your unique ways for using segment feature in the comments.