Segmentation – separate the wheat from the chaff
I’ve recently published a new post on Econsultancy, titled Traffic segmentation: humble or sliced, which pie are you having?
The point of my post is that its vital for businesses not to take a top down, one-size fits all approach when they (or their agency) are analysing site traffic and conversions.
We’ve recently started working with translation services business The Translation People to help them improve their online conversion rate. As with almost all businesses who have analytics installed, although there was no advanced traffic segmentation in place (apart from the standard paid/non-paid traffic sources and a few other) in order to get a realistic view of which visitors they should be looking to convert.
Cutting to the chase, as I describe in my Econsultancy post, by creating and applying an advanced segment which identified which visitors are likely to be good prospects, we were able to see that only 10% of all traffic where good prospects for thie business.
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