Analysis of users ' behavior through user Group subdivision

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Site visitors come from complex people, and each person's access behavior and purpose are more or less different. User group segmentation is used as a common web analytics strategy to differentiate different visitor groups and help you understand the audience of the site.

Different visitors come to your site for different purposes. Some are reading the content on the website, evaluating the information you provide, or creating a purchase, or looking for some job opportunities or investment information; It can be seen that some disparate audiences have different access behavior, so when you set goals for the site, you also have to consider their group.

For instance, if a Web Analytics report reflects that only 1% of the visitors have done something important, you might think your site is really messed up; change your mind, if you segment your visitors into user groups and focus only on visitors from targeted email ads, At this point you may find that more than 30% of the people in this section have completed the task.

From the visitor's browsing habits and final goal differences, you can intelligently make meaningful group segmentation for your visitors, with different metrics. Fortunately, many high-end web analytics tools offer a variety of user-group segmentation capabilities that allow you to locate your target audience.

User Group sample

There is little chance that two sites will benefit from an identical group of users. Even if you measure the same user behavior, different site analysts may use different criteria, and as you understand the site audience, the group of users you are interested in will change. A user group is like a typical representative of a variety of unique businesses.

So, here are a few examples of user groups just to give some insight into your brainstorming out of your own user group.

Graph: Sample user groups-user groups based on advertising marketing channels

Different customer groups on your site (for example, buyer groups, aftermarket support groups, or lead groups that simply don't buy them)

The different content you provide for each customer group (such as browsing through specific content pages, or from specific source domain names, etc.)

A variety of digital marketing activities (such as banner ads, mail ads, RSS feeds, etc.) that you are doing to attract new visitors.

Your responsibilities as a special role for a data analyst (for example, marketing, merchandising, website operations, or a loyal programmer)

For example, as an E-commerce website Digital marketing Manager, you may be more concerned about attracting visitors to the site through PPC ads, and the site's product or marketing manager will be more concerned with the further breakdown of the group: through certain special keywords PPC ads to attract access to the site, And in the station search for a product but did not happen to buy a group of visitors. And your customer support manager may be more concerned about this group of visitors: searching for online Help content but leaving the site on the "Contact Us" page, it's clear they didn't find what they wanted.

Basic Requirements for user groups

The granularity of user group segmentation depends largely on whether the Web analytics tool you use can support it. Here are a few basic requirements for web analytics Tools for user group segmentation:

Define commonly used subdivision filtering conditions, such as browsing through specific Web content or retrieving a keyword from a site

Supports custom reports and can optionally specify filtering of a user group's access in a custom report

Enables filtering of historical data using new user groups (which can be understood as filtering and historical tracking of "people")

The last one is the requirement for "friendly holding" of the data. Many web analytics tools are "in effect" from the set date, and cannot be applied to existing historical data for "temporary specific" subdivision conditions. You often cannot anticipate what data filtering requirements will be available in the future, so "temporary specific" subdivision support is important for historical data filtering. Usually you are using the Web Analytics tool, user group segmentation if you have any questions, the best solution is to pick up your phone and call their customer service. The General free tool provider does not support the customer service hotline and can only find information on the Internet or seek help from Daniel.

Define good user groups

Here are some common user group definitions that you can use to provide a way to define a user group that fits your business based on the data you can use.

New visitors to return guests

Perhaps the most basic, but also the most useful group of users, you should explicitly create a segmentation report based on the group of new and old visitors. By looking closely at the difference between new visitors and the content of the site you are interested in, you are likely to find out how to turn the "new visitor" into a "returning guest".

Transform success

The most common way to differentiate visitors in web analytics is to see if a certain symbolic action has been completed. The definition of this action depends on your site's business: It may be the completion of registration, purchase, or download support documents directly on the web without your calling center. You can define this part of the transformed visitor by visiting a particular page (for example, the completed thank you page).

Get channels for visitors

In order to segment the user group according to the Access channel, you may need to customize your unique landing page for different marketing activities. Based on the Visitors ' landing page, infer the visiting channel and filter the visitors by each landing page (translator note: Online advertising channels can directly use the Linktag in the advertising link: for example, Google Analytics utm_campaign, utm_source, etc., Or the banner_id of the dimensional analysis.

Purpose of Visit

It would be difficult to define the purpose of his visit without directly interviewing the site visitors. But you can infer the purpose of their visit based on what they have browsed. For example, you can divide visitors who have browsed the premium content page into lead groups, or divide visitors who browse through the service content pages into self-help groups.

Hot or hot Products

Sales directors are typically more interested in the user group breakdown of the products that are of interest to visitors or those that are selling. This requires a group definition based on the visitor's browsing or purchase of a particular product or commodity category. In this way, when creating user group segmentation, pay attention to distinguish between "buyers" and "difficult to see only the buyer", contrast two parts of data to help discover how to "difficult to see only buy" into "buyer".

Visitor value

You may also want to focus on the "High-value" users when doing web analytics, studying how they can find your site and the trajectory of their actions on the site. Of course, the definition of "high value" users, different sites have a completely different interpretation, usually defined as follows:

Retail ecommerce Website: You may be more concerned about whether the visitor's order amount exceeds a certain target amount. You can usually record the order amount in the URL parameter of the order confirmation page or in the page tag.

Content Web site: You may care whether visitors visit more than 5 times a week or more. You can track the number of visits to a recurring visitor by using a cookie or registering a logged-on user name.

By grouping high value users in groups, you can explore the behavior habits of this segment of visitors and try to create more high-value users. Pay attention to finding clues through their access sources (for example, do they all come from a particular kind of web site?) and interested goods (for example, have they all browsed or purchased a product?). And their recent visit times and frequency of visits (for example, do they visit the site more frequently than low-value users?))

Try it together.

Finally, user group segmentation can help you to better understand your visitors with a clear grouping. By eliminating "non-true users" from the "seek customer Support" group, you can know how to deal with the problems that really happen to the users of the purchase, and by grouping segments from a particularly expensive marketing channel visitor, you can more accurately count the ROI of this part of the investment.

Although it does not seem easy to implement, but it's not going to cost you much (there may be web analytics tools that offer the chambers an extra charge for some special user group features), in short, user group segmentation is an important part of the advanced analytics approach to make it easier and deeper for you to understand your site visitors.

(Copyright GUI Lin website Analysis blog All, welcome to reprint, but reprint please specify the source.) )

This article extracts from the website Analysis master Eric T.peterson "web site measurement Hacks"

–hack 48. Segment visitors to understand specific Group activity

Original: Http://blog.digitalforest.cn/hack-48-xingweifenxi