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These examples show you how to create some common and useful visitor segments using the Frosmo Control Panel:

For basic information about creating segments, see Creating segments.

Location

This example shows you how to segment visitors based on their geographical location. Knowing where your visitors are is useful in many ways: you can understand differences in their behavior and target them with campaigns and recommendations appropriate for the season, weather, and culture surrounding them. You can also exclude visitors from campaigns if they are outside the relevant area.

To track visitors from, for example, the greater Helsinki area, you first have to create a custom action based on geolocation. This example assumes you have already created the custom action, named "Helsinki area", and set a geographical value for it, named "helsinki_area". The segmentation is based on location data, which is retrieved based on the device's IP address. This means that segmentation is reliable for desktop visitors. For mobile visitors, the location-based segmentation must be based on GPS data.

You can only use custom actions in segmentation if there are custom actions created for your site.

To create the segment:

  1. In the Frosmo Control Panel, select Data Management > Segmentation > Segments.
  2. Click Create segment.
  3. Click Add new rule, click Custom action, and set the segment rule:

    The visitor has completed the Helsinki area custom action with the helsinki_area value(s) more than or equal to 1 times, with one event per session counted.

    This means that only visitors located in the greater Helsinki area when visiting your site are segmented. Their location is tracked once during the browsing session.

  4. Set the time limit. In this example, the time limit is set to 14 days (default) but you can set it anywhere between 1 and 365 days.

  5. Select Description, and enter a name and description for the segment as shown in the following figure.

    Segmenting visitors based on geographical location 2

  6. When you're done, click Save.

Page visit on a landing page

This example shows you how to segment visitors who have visited a specific landing page. Tracking visitors visiting a landing page allows you to later target those visitors with the same offer when they return to your site.

To create the segment:

  1. In the Frosmo Control Panel, select Data Management > Segmentation > Segments.
  2. Click Create segment.
  3. Click Add new rule, click Page view, and set the segment rule:
  4. The visitor has viewed a page whose URL begins with http://example.com/lander.html more than or equal to 1 times, with each page load counted as a view.

    The visitor has viewed a page whose URL begins with http://example.com/lander.html more than or equal to 1 times, with each page load counted as a view.

    This means that all visitors visiting the landing page URL are segmented. URLs containing an anchor or search query are also included. Each page view is counted.

  5. Set the time limit. In this example, the time limit is set to 180 days, which assumes you're running a long campaign and want to track visitors for the entire duration of the campaign.

    Segmenting visitors who have visited a specific landing page 1

  6. Select Description, and enter a name and description for the segment as shown in the following figure.

    Segmenting visitors who have visited a specific landing page 2

  7. When you're done, click Save.

Traffic source

This example shows you how to segment visitors who have arrived on your site from Facebook. By knowing where you visitors come from you can, for example, compare the behavior of visitors arriving from search engines to that of visitors arriving from social media sites and thus estimate how much you should spend on advertising on different types of sites.

Facebook has different domains for mobile visitors and those clicking a link in a group or other web location protected by link shim:

  • facebook.com
  • m.facebook.com
  • l.facebook.com
  • lm.facebook.com

To be able to track all visitors arriving from Facebook, you have to create a segment rule that accepts all these domains.

To create the segment:

  1. In the Frosmo Control Panel, select Data Management > Segmentation > Segments.
  2. Click Create segment.
  3. Click Add new rule, click Visit referrer, and set the segment rule:

    The visitor has arrived from a page whose domain contains .facebook.com more than or equal to 1 times, with each site visit counted as a referral.

    This means that all visitors arriving from any URL with the domain containing .facebook.com are segmented. Each arrival from a domain in the defined category is counted as a referral.

    Segmenting visitors who have arrived from Facebook 1

  4. Select Description, and enter a name and description for the segment as shown in the following figure.

    Segmenting visitors who have arrived from Facebook 2

  5. When you're done, click Save.

Returning customers

This example shows you how to segment visitors who have visited your site more than twice within 30 days and also made a purchase. By recognizing customers who keep returning to your site and are likely to buy your products, you can, for example, tempt them to make additional purchases by providing them with a promotional code.

To create the segment:

  1. In the Frosmo Control Panel, select Data Management > Segmentation > Segments.
  2. Click Create segment.
  3. Click Add new rule, click Site visit, and set the segment rule:

    The visitor has visited the site more than 2 times, with each site visit counted as a visit.

    This means that visitors visiting the site more than 2 times get segmented. All visits are counted even if they happen during the same day.

  4. Click Add new condition, select AND, click Product Purchase, and set the segment rule:

    The visitor has purchased more than or equal to 1 of any product(s).

    This means that visitors who have bought any products are segmented.

  5. Set the time limit. In this example, the time limit is set to 30 days which means that the visitor has 30 days to complete the required actions in order to be segmented.

    Segmenting returning customers 1

  6. Select Description, and enter a name and description for the segment as shown in the following figure.

    Segmenting returning customers 2

  7. When you're done, click Save.

Product view

This example shows you how to segment visitors who are interested in specific products in a product category but have not yet purchased that product. By recognizing customers who are interested in a specific product, you can recommend relevant products to them. In this example, visitors who have viewed "Coffee grinder 1" and "Coffee grinder 2" products without making a purchase are segmented. You can create a similar segments using the products on your site.

To select a product category and products, you must have product tracking set up for your site.

To create the segment:

  1. In the Frosmo Control Panel, select Data Management > Segmentation > Segments.
  2. Click Create segment.
  3. Click Add new rule, click Product view, and set the segment rule.

    In the Coffee product category, the visitor has viewed Coffee grinder 1 or Coffee grinder 2 product(s) more than or equal to 1 times, with each page load counted as a view.

    This means that visitors viewing the product pages for Coffee grinder 1 and 2 in the Coffee product category more than once are segmented. Each page view is counted.

    Segmenting visitors who have viewed specific products 1

  4. Click Add new condition, select AND, click Conversion, and set the segment rule:

    The visitor has completed the transaction conversion with Coffee grinder 1 or Coffee grinder 2 products less than 1 times, with each conversion counted.

    This means that visitors who did not buy Coffee grinder 1 or 2 are segmented. If a visitor buys one of the coffee grinders, they are excluded from the segment.

    Segmenting visitors who have viewed specific products 2

  5. Set the time limit. In this example, the time limit is set to 14 days, but you can set it to suit your customers' buying cycle.
  6. Select Description, and enter a name and description for the segment as shown in the following figure.

    Segmenting visitors who have viewed specific products 3

  7. When you're done, click Save.

Search query

This example shows you how to segment visitors based on their search queries for travel destinations. A search functionality is essential for any commercial website. In many cases, the search feature can be one of the most important ways for visitors to interact with the website. Tracking the search terms visitors are using can give you valuable information on:

  • What the visitors are most interested in
  • Whether there are pages that are difficult for the visitors to find
  • How many visitors are searching for a specific term

The easiest way to create a segment based on a search query is to use custom actions. You create a custom action with values that reflect predefined search values. In this case, the search field accepts the names of the destinations to which a travel agent sells trips. The search in itself is a custom action.

This example assumes you have created the custom action, named "TravelDestination", and set values for it, such as "Helsinki". In real life, you can name and define the custom actions as you like.

You can only use custom actions in segmentation if there are custom actions created for your site.

To create the segment:

  1. In the Frosmo Control Panel, select Data Management > Segmentation > Segments.
  2. Click Create segment.
  3. Click Add new rule, click Custom action, and set the segment rule:

    The visitor has completed the TravelDestination custom action with Helsinki value(s) more than 1 times, with one event per session counted.

    This means that visitors searching for Helsinki as a travel destination at least twice are segmented. Only one search per session is counted, meaning that the visitor has to do the same search in two separate sessions.

  4. Set the time limit. In this example, the time limit is set to 14 days, which means that it is enough for a visitor to search for Helsinki twice in 14 days. On the other hand, the visitor must repeat the search 14 days after the initial segmentation in order to stay segmented.

    Segmenting visitors based on their search queries 1

  5. Select Description, and enter a name and description for the segment as shown in the following figure.

    Segmenting visitors based on their search queries 2

  6. When you're done, click Save.

Negative match

This example shows you how to create a segment for visitors who do not take a specific action or are not interested in specific products or subjects. This is useful when you want to exclude visitors not interested in specific products or services from your targeting.

  1. In the Frosmo Control Panel, select Data Management > Segmentation > Segments.
  2. Click Create segment.
  3. Click Add new rule, click Site visit, and set the segment rule:

    The visitor has viewed a page whose path contains /coffee/ less than 1 times, with each page load counted as a view.

    This means that visitors visiting any pages featuring coffee-related products are removed from the segment.

  4. Set the time limit. In this example, the time limit is set to 30 days, which means that after the visitor has been segmented as a non-coffee-drinker, they are removed from the segment if they visit any coffee pages and cannot return to the segment within 30 days.

    Segmenting based on a negative match 1

  5. Select Description, and enter a name and description for the segment as shown in the following figure.

    Segmenting based on a negative match 2

  6. When you're done, click Save.
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