In the Frosmo context, segmentation means grouping the visitors browsing your website based on their behavior, location, or other attributes to enable effective adaptive content. Segments are used to target specific types of visitors with content that matches their interests. Content variations displayed to a visitor depend on the segments that the visitor is in. You can define a set of rules that place a visitor into one or more segments – or remove a visitor from them.
Before you can define any segments, you need to find out who your visitors are by gathering and analyzing data about them. Once you know your visitor types, you can create segments for them, and once you've created the segments, you can target personalized content modifications to those segments.
The Frosmo Platform allows you to create, manage, and combine segments. You can also analyze the behavior of your visitors on a segment level.
Segments are site-specific. This means that you cannot use individual segments across different sites of your company. However, you can use target groups to segment visitors across sites.
Creating relevant segments brings benefits not only to you but also to your visitors. E-commerce allows you to gather a wealth of visitor-related data that is not available in any other kind of business. You can then exploit that data to help your visitors discover information relevant to them. This makes the browsing session smoother, the purchase funnel faster, and the overall visitor experience more pleasant.
The benefits for you, the service provider, are:
- Higher conversion rates
- Higher visitor retention
- Better understanding of your customer base
For example, by knowing the geographical location of your visitors, you can offer them clothing for the appropriate season or encourage them to visit your local store. By knowing whether a visitor enters your site for the first time or visits and purchases regularly, you can present them with newcomer deals or loyal customer discounts.
You can implement segmentation in several ways. What is best for you, depends on your industry and the goals and plans you have for your website. You can start with some basic segment categories and attributes, such as:
Demographic attributes mean basic background information about your visitors, such as:
- Location (city, region, country, language)
Demographic information helps you to provide your visitors with the correct offering for their specific climate, culture, gender, and age group.
Context refers to the technology the visitor is using, such as:
- Device type (desktop, tablet, mobile)
Contextual attributes help you target your visitors with content that is optimized for the technology they are using. Mobile users may have different interests than desktop users, and not all content supports old browser versions.
Behavior and life cycle
Behavioral and life-cycle attributes are based on the visitor's actions on the website. They can include:
- Number of visits (new visitor, regular visitor, frequent visitor)
- Recent purchases
- Visitor logins
Understanding visitor behavior and acknowledging the state of their relationship with your company is essential. It helps you to reward visitors who are loyal to you and reach out to those who are at risk of slipping away.
Psychographic attributes comprise information related to the visitor's personality, such as:
- Interests (products, categories)
Psychographic attributes are a bit trickier to capture but a lot can be said about visitors based on the pages and products they view. If a visitor frequently visits pages offering outdoor clothing and camping gear, you can assume that they are into camping or at least interested in it.
Comparing this information with the other data you have about this and similar visitors allows you to provide them with other content relevant to them. Creating personalized product recommendations especially requires that you understand what drives a particular type of visitor.