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La file d’attente de SPIPmotion
28 novembre 2010, parUne file d’attente stockée dans la base de donnée
Lors de son installation, SPIPmotion crée une nouvelle table dans la base de donnée intitulée spip_spipmotion_attentes.
Cette nouvelle table est constituée des champs suivants : id_spipmotion_attente, l’identifiant numérique unique de la tâche à traiter ; id_document, l’identifiant numérique du document original à encoder ; id_objet l’identifiant unique de l’objet auquel le document encodé devra être attaché automatiquement ; objet, le type d’objet auquel (...) -
Creating farms of unique websites
13 avril 2011, parMediaSPIP platforms can be installed as a farm, with a single "core" hosted on a dedicated server and used by multiple websites.
This allows (among other things) : implementation costs to be shared between several different projects / individuals rapid deployment of multiple unique sites creation of groups of like-minded sites, making it possible to browse media in a more controlled and selective environment than the major "open" (...) -
Publier sur MédiaSpip
13 juin 2013Puis-je poster des contenus à partir d’une tablette Ipad ?
Oui, si votre Médiaspip installé est à la version 0.2 ou supérieure. Contacter au besoin l’administrateur de votre MédiaSpip pour le savoir
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11 of the Most Effective Conversion Rate Optimisation Best Practices
14 février 2024, par ErinDriving more traffic to your website is hard work, but it’s still only half the battle.
You don’t just need to acquire new users ; you need to make sure as many convert as possible to make your digital marketing efforts worthwhile.
That’s why improving your site’s conversion rate is so important. It will also help you get more value from your existing traffic source and keep you in line with your competitors. It’s also probably a lot easier than you think — especially if you adopt optimisation strategies that have been proven to be profitable time and time again.
In this article, we’ll show some of the most powerful, innovative and tried-and-tested conversion rate optimisation strategies you can implement immediately.
What is conversion rate optimisation ?
First, let’s look at what conversion rate optimisation means. Conversion rate optimisation is the practice of improving elements of your website to increase the number of users who take a desired action and turn visitors into customers.
Common conversion goals include :
- Making a purchase
- Adding an item to a shopping cart
- Signing up for a newsletter
- Registering for a free trial
- Downloading an ebook
- Watching a video
It doesn’t matter what your goal is. Using one of the following conversion rate optimisation best practices can send your conversions soaring.
11 conversion rate optimisation best practices
Are you ready to roll up your sleeves and get to work ? Then use one or more of the following best practices to improve your return on investment.
Set a clear goals and hypothesis
When running an A/B or multivariate test, you need a clear idea of what you are testing and why.
A goal (a statement about what you want to achieve) and a hypothesis (a statement about what you expect to happen) clarify the problem you are trying to solve and give you a definitive way to judge the experiment’s results.
Confused ? Just use this template :
We aim to [insert goal] by testing [insert test] on [insert page]. We expect that [insert test] will increase [insert metric] because [insert reason].
Make sure your goals are directly related to the experiment. If you are testing your CTA button, the goal should be getting more users to click the button. It shouldn’t be a goal further down the conversion funnel, like making a purchase.
Start with A/B tests
A/B testing is one of the easiest and most effective ways to run experiments to improve your current conversion rate. So, it’s no wonder that the A/B testing software market was expected to be worth $1.2 billion in 2023 and hit $3.6 billion by 2033.
Also known as split testing, A/B testing allows you to directly compare the conversion performance of two elements on your page, like the colour of your CTA button or your headline copy.
You can go even further with multivariate testing, which lets you test two or more changes against a single control.
For example, the screenshot above shows the results of a multivariate test between a standard header, a wide header and a small header using Matomo’s A/B testing tool. As you can see, the wider header has a much higher conversion, and the increase was statistically significant.
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Tweak your CTAs
Calls to action (CTAs) are page elements that prompt users to respond immediately. They are usually buttons but can also be images or plain text links.
What your CTAs say, how they look, and where they are placed can greatly impact your site’s conversion rates. As such, this is one of the elements you’ll want to optimise first.
There are several tweaks you can test, including your CTA’s :
- Colour
- Length
- Copy
- Placement
You can even test the impact of removing CTA banners and using text-based CTAs on your conversion rates.
You should test out personalising CTAs, too. Research shows that personalised CTAs perform 202% better than standard calls to action.
Revise your web copy
You can use several strategies to improve your website’s copy and generate more conversions.
Optimising copy for search engines can increase traffic and generate more conversions, for example. But that shouldn’t make your copy any less impactful. Bear search engines in mind, by all means, but make sure you are speaking to the needs and desires of your potential customers. Your copy needs to convince users that your product can solve their problems.
Nowhere is this more important than your headlines. These will be the first thing users read, so make sure they sell your USP and highlight pain points.
Don’t just guess at the kind of messaging that will move the needle, however. Constantly test new headlines and continue doing so even after you’ve started seeing success. The results may surprise you. TruckersReport, a site that helps people become truck drivers, boosted opt-ins by 21.7% by revising its landing page headline, among other changes.
Make sure there are no spelling mistakes in your copy, either. Misspelt words, poor grammar and bad formatting make your website look unprofessional and untrustworthy. Even if the rest of your copy is incredibly enticing, these rookie errors can be enough to turn customers off.
Simplify your site’s navigation
A website’s navigation is an often overlooked factor in conversion rate optimisation, but simplifying it can make it much easier for users to take action.
If you’ve ever used a poorly designed e-commerce store, you know how confusing and overwhelming bad navigation can be. Research shows that a whopping 82% of stores don’t divide their navigation into manageable chunks.
The trick is to simplify your navigation as much as possible. As you can see in the screenshot below, our navigation only has five headers and a call to action. It’s easy to find exactly what you’re looking for, and you can’t miss the big green CTA button.
Alternatively, you can test what happens when you completely remove your navigation. Brands usually do this on landing pages where the only action they want the user to take is to make a purchase.
It’s exactly the strategy we’ve used on our free trial landing page.
Leverage heatmaps
Analytics tools — and heatmaps in particular — can help you understand user behaviour and optimise accordingly.
Heatmaps are a visual representation of user interaction on your page. Red and yellow represent high levels of user interaction, and blue and green represent low levels of interaction.
As you can see in the screenshot above, our CTA button has some of the highest levels of engagement on the page, telling us that it’s well-positioned. Given the focus on the site’s navigation, we can also assume we are correct to have a CTA button in there — something we can confirm using our web analytics to see how many users click on it.
Reduce load time
Speed matters when it comes to conversions. Fact.
Research shows a huge difference in conversion rates between quick and slow sites. For example, a site that loads in one second converts three times better than a site that loads in five seconds.
That’s why using a web analytics tool is vital to understand page load times and act accordingly if you think slow speeds are hampering your conversions.
Identifying your slowest pages is easy with Matomo. Just sort your pages by the Avg. Use the page load time metric on the page performance report to identify the pages you want to drive conversions.
Next, take steps to improve your page’s load time by :
- Compressing images
- Compressing code files or using a more lightweight theme
- Removing unnecessary plugins
- Using a content delivery network
- Improving your hosting
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Add more trust signals
Trust is essential when you’re trying to convince customers to make a purchase. In fact, consumers rate trust as one of the top three buying factors, far above a brand’s reputation and whether they love the brand.
Adding trust signals to your landing pages, such as customer testimonials, customer reviews, case studies, and other forms of social proof, can transform your conversion rates. If consumers see real people and businesses buy from you, they’ll feel reassured to do the same.
It’s a strategy we use ourselves. Just look at the screenshot from our homepage above. Immediately after our free trial CTA, we display the logos of well-known brands that use our product.
Security-focused trust signals are also powerful if you are an online store. Installing an SSL certificate, showing logos of trusted payment providers (like PayPal and Mastercard) can convince people they are spending money at a legitimate store.
Improve your site’s mobile experience
More and more people are accessing the internet via their smartphones. In 2022, for instance, there were five billion unique mobile Internet users, meaning more than 60% of the internet population used a smartphone to browse online.
Moreover, 76% of U.S. adults make purchases using their smartphones.
That means you need to ensure your site’s mobile experience is on-point to increase conversions.
Your site should use a mobile-first design, meaning it works perfectly on smartphones and then scales up for desktop users.
Trust the data
Opinions are a fantastic form of inspiration for new A/B tests. But they should never be trusted over cold, hard data. If your test shows the opposite of what you and your team thought would happen, then trust the data and not yourself.
With that in mind, ensure you collect qualitative and quantitative data during your experiments. Web analytics should always form the backbone of conversion tests, but don’t forget to also use heatmaps, screen recordings, and customer surveys.
Keep testing
There’s no such word as “finished” in the world of A/B testing. Continual testing is key if you want to convert more website visitors.
Make sure you aren’t stopping tests prematurely, either. Make sure every A/B and multivariate test reaches a sample size that makes the test statistically significant.
Understand your users better with Matomo
Whether you run an e-commerce store, a SaaS company, or a service-based business, implementing these conversion rate optimisation best practices could be an easy way to lower your bounce rate and boost your conversion rates.
But remember, best practices aren’t clear-cut rules. What works for one website may not work for yours. That’s why running your own tests and understanding your visitors’ behaviour is important.
Matomo’s web analytics platform is the perfect tool for doing just that. Not only does it come with the tools you need to optimise your conversion rate (like an A/B testing tool, heatmaps and session recordings), but you can also trust the data. Unlike Google Analytics 4 and other tools, Matomo doesn’t use data sampling meaning you have 100% accurate data from which to make better decisions. It’s GDPR compliant and can run cookieless, so no need for cookie consent banners (excluding in the UK and Germany).
Discover how you can improve your website’s conversions with Matomo by starting a free 21-day trial, no credit card required.
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21 day free trial. No credit card required.
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How to Implement Cross-Channel Analytics : A Guide for Marketers
17 avril 2024, par ErinEvery modern marketer knows they have to connect with consumers across several channels. But do you know how well Instagram works alongside organic traffic or your email list ? Are you even tracking the impacts of these channels in one place ?
You need a cross-channel analytics solution if you answered no to either of these questions.
In this article, we’ll explain cross-channel analytics, why your company probably needs it and how to set up a cross-channel analytics solution as quickly and easily as possible.
What is cross-channel analytics ?
Cross-channel analytics is a form of marketing analytics that collects and analyses data from every channel and campaign you use.
The result is a comprehensive view of your customer’s journey and each channel’s role in converting customers.
Cross-channel analytics lets you track every channel you use to convert customers, including :
- Your website
- Social media profiles
- Paid search
- E-commerce
- Retargeting campaigns
Cross-channel analytics solves one of the most significant issues of cross-channel or multi-channel marketing efforts : measurement.
Research shows that only 16% of marketing tech stacks allow for accurate measurement of multi-channel initiatives across channels.
That’s a problem, given the staggering number of touchpoints in a typical buyer’s conversion path. However, it can be fixed using a cross-channel analytics approach that lets you measure the performance of every channel and assign a dollar value to its role in every conversion.
The difference between cross-channel analytics and multi-channel analytics
Cross-channel analytics and multi-channel analytics sound very similar, but there’s one key difference you need to know. Multi-channel analytics measures the performance of several channels, but not necessarily all of them, nor the extent to which they work together to drive conversions. Conversely, cross-channel analytics measures the performance of all your marketing channels and how they work together.
What are the benefits of cross-channel analytics
Cross-channel analytics offers a lot of marketing and business benefits. Here are the ones marketing managers love most.
Get a complete view of the customer journey
Implementing a cross-channel analytics solution is the only way to get a complete view of your customer journey.
Cross-channel marketing analytics lets you see your customer journey in high definition, allowing you to build comprehensive customer profiles using data from multiple sources across every touchpoint.
The result ? You get to understand how every customer behaves at every point of the customer journey, why they convert or leave your funnel, and which channels play the biggest role.
In short, you get to see why customers convert so you can learn how to convert more of them.
Personalise the customer experience
According to a McKinsey study, customers demand personalisation, and brands that excel at it generate 40% more revenue. Deliver the personalisation they desire and reap the benefits with cross-channel analytics.
When you understand the customer journey in detail, it becomes much easier to personalise your website and marketing efforts to their preferences and behaviours.
Identify your most effective marketing channels
Cross-channel marketing helps you understand your marketing efforts to see how every channel impacts conversions.
Take a look at the screenshot from Matomo below. Cross-channel analytics lets you get incredibly granular — we can see the number of conversions of organic search drives and the performance of individual search engines.
This makes it easy to identify your most effective marketing channels and allocate your resources appropriately. It also allows you to ask (and answer) which channels are the most effective.
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Attribute conversions accurately
An attribution model decides how you assign credit for each customer conversion to different touchpoints on the customer journey. Without a cross-channel analytics solution, you’re stuck using a standard attribution model like first or last click.
These models will show you how customers first found your brand or which channel finally convinced them to convert, but it doesn’t help you understand the role all your channels played in the conversion.
Cross-channel analytics solves this attribution problem. Rather than attributing a conversion to the touchpoint that directly led to the sale, cross-channel data gives you the real picture and allows you to use multi-touch attribution to understand which touchpoints generate the most revenue.
How to set up cross-channel analytics
Now that you know what cross-channel analytics is and why you should use it, here’s how to set up your solution.
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Determine your objectives
Defining your marketing goals will help you build a more relevant and actionable cross-channel analytics solution.
If you want to improve marketing attribution, for example, you can choose a platform with that feature built-in. If you care about personalisation, you could choose a platform with A/B testing capabilities to measure the impact of your personalisation efforts.
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Set relevant KPIs
You’ll want to track relevant KPIs to measure the marketing effectiveness of each channel. Put top-of-the-funnel metrics aside and focus on conversion metrics.
These include :
- Conversion rate
- Average visit duration
- Bounce rate
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Implement tracking and analytics tools
Gathering customer data from every channel and centralising it in a single location is one of the biggest challenges of cross-channel analytics. Still, it’s made easier with the right tracking tool or analytics platform.
The trick is to choose a platform that lets you measure as many of your channels as possible in a single platform. With Matomo, for example, you can track search, paid search, social and email campaigns and your website analytics.
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Set up a multi-touch attribution model
Now that you have all of your data in one place, you can set up a multi-touch attribution model that lets you understand the extent to which each marketing channel contributes to your overall success.
There are several attribution models to choose from, including :
Each model has benefits and drawbacks, so choosing the right model for your organisation can be tricky. Rather than take a wild guess, evaluate each model against your marketing objectives, sales length cycle and data availability.
For example, if you want to focus on optimising customer acquisition costs, a model that prioritises earlier touchpoints will be better. If you care about conversions, you might try a time decay model.
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Turn data into insights with reports
One of the big benefits of choosing a tool like Matomo, which consolidates data in one place, is that it significantly speeds up and simplifies reporting.
When all the data is stored in one platform, you don’t need to spend hours combing through your social media platforms and copying and pasting analytics data into a spreadsheet. It’s all there and ready for you to run reports.
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Take action
There’s no point implementing a cross-channel analytics system if you aren’t going to take action.
But where should you start ?
Optimising your budgets and prioritising marketing spend is a great starting point. Use your cross-channel insights to find your most effective marketing channels (they’re the ones that convert the most customers or have the highest ROI) and allocate more of your budget to them.
You can also optimise the channels that aren’t pulling their weight if social media is letting you down ; for example, experiment with tactics like social commerce that could drive more conversions. Alternatively, you could choose to stop investing entirely in these channels.
Cross-channel analytics best practices
If you already have a cross-channel analytics solution, take things to the next level with the following best practices.
Use a centralised solution to track everything
Centralising your data in one analytics tool can streamline your marketing efforts and help you stay on top of your data. It won’t just save you from tabbing between different browsers or copying and pasting everything into a spreadsheet, but it can also make it easier to create reports.
Think about consumer privacy
If you are looking at a new cross-channel analytics tool, consider how it accounts for data privacy regulations in your area.
You’re going to be collecting a lot of data, so it’s important to respect their privacy wishes.
It’s best to choose a platform like Matomo that complies with the strictest privacy laws (CCPA, GDPR, etc.).
Monitor data in real time
So, you’ve got a holistic view of your marketing efforts by integrating all your channels into a single tool ?
Great, now go further by monitoring the impact of your marketing efforts in real time.
With a web analytics platform like Matomo, you can see who visits your site, what they do, and where they come from through features like the visits log report, which even lets you view individual user sessions. This lets you measure the impact of posting on a particular social channel or launching a new offer.
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Get the web insights you need, without compromising data accuracy.
Reallocate marketing budgets based on performance
When you track every channel, you can use a multi-touch attribution model like position-based or time-decay to give every channel the credit it deserves. But don’t just credit each channel ; turn your valuable insights into action.
Use cross-channel attribution analytics data to reallocate your marketing budget to the most profitable channels or spend time optimising the channels that aren’t pulling their weight.
Cross-channel analytics platforms to get started with
The marketing analytics market is huge. Mordor Intelligence valued it at $6.31 billion in 2024 and expects it to reach $11.54 billion by 2029. Many of these platforms offer cross-channel analytics, but few can track the impact of multiple marketing channels in one place.
So, rather than force you to trawl through confusing product pages, we’ve shortlisted three of the best cross-channel analytics solutions.
Matomo
Matomo is a web analytics platform that lets you collect and centralise your marketing data while giving you 100% accurate data. That includes search, social, e-commerce, campaign tracking data and comprehensive website analytics.
Better still, you get the necessary tools to turn those insights into action. Custom reporting lets you track and visualise the metrics that matter, while conversion optimisation tools like built-in A/B testing, heatmaps, session recordings and more let you test your theories.
Google Analytics
Google Analytics is the most popular and widely used tool on the market. The level of analysis and customisation you can do with it is impressive for a free tool. That includes tracking just about any event and creating reports from scratch.
Google Analytics provides some cross-channel marketing features and lets you track the impact of various channels, such as social and search, but there are a couple of drawbacks.
Privacy can be a concern because Google Analytics collects data from your customers for its own remarketing purposes.
It also uses data sampling to generate wider insights from a small subset of your data. This lack of accurate data reporting can cause you to generate false insights.
With Google Analytics, you’ll also need to subscribe to additional tools to gain advanced insights into the user experience. So, consider that while this tool is free, you’ll need to pay for heatmaps, session recording and A/B testing tools to optimise effectively.
Improvado
Improvado is an analytics tool for sales and marketing teams that extracts thousands of metrics from hundreds of sources. It centralises data in data warehouses, from which you can create a range of marketing dashboards.
While Improvado does have analytics capabilities, it is primarily an ETL (extraction, transform, load) tool for organisations that want to centralise all their data. That means marketers who aren’t familiar with data transformations may struggle to get their heads around the complexity of the platform.
Make the most of cross-channel analytics with Matomo
Cross-channel analytics is the only way to get a comprehensive view of your customer journey and understand how your channels work together to drive conversions.
Then you’re dealing with so many channels and data ; keeping things as simple as possible is the key to success. That’s why over 1 million websites choose Matomo.
Our all-in-one analytics solution measures traditional web analytics, behavioural analytics, attribution and SEO, so you have 100% accurate data in one place.
Try it free for 21 days. No credit card required.
Try Matomo for Free
21 day free trial. No credit card required.
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10 Customer Segments Examples and Their Benefits
9 mai 2024, par ErinNow that companies can segment buyers, the days of mass marketing are behind us. Customer segmentation offers various benefits for marketing, content creation, sales, analytics teams and more. Without customer segmentation, your personalised marketing efforts may fall flat.
According to the Twilio 2023 state of personalisation report, 69% of business leaders have increased their investment in personalisation. There’s a key reason for this — customer retention and loyalty directly benefit from personalisation. In fact, 62% of businesses have cited improved customer retention due to personalisation efforts. The numbers don’t lie.
Keep reading to learn how customer segments can help you fine-tune your personalised marketing campaigns. This article will give you a better understanding of customer segmentation and real-world customer segment examples. You’ll leave with the knowledge to empower your marketing strategies with effective customer segmentation.
What are customer segments ?
Customer segments are distinct groups of people or organisations with similar characteristics, needs and behaviours. Like different species of plants in a garden, each customer segment has specific needs and care requirements. Customer segments are useful for tailoring personalised marketing campaigns for specific groups.
Personalised marketing has been shown to have significant benefits — with 56% of consumers saying that a personalised experience would make them become repeat buyers.
Successful marketing teams typically focus on these types of customer segmentation :
- Geographic segmentation : groups buyers based on their physical location — country, city, region or climate — and language.
- Purchase history segmentation : categorises buyers based on their purchasing habits — how often they make purchases — and allows brands to distinguish between frequent, occasional and one-time buyers.
- Product-based segmentation : groups buyers according to the products they prefer or end up purchasing.
- Customer lifecycle segmentation : segments buyers based on where they are in the customer journey. Examples include new, repeat and lapsed buyers. This segmentation category is also useful for understanding the behaviour of loyal buyers and those at risk of churning.
- Technographic segmentation : focuses on buyers’ technology preferences, including device type, browser type, and operating system.
- Channel preference segmentation : helps us understand why buyers prefer to purchase via specific channels — whether online channels, physical stores or a combination of both.
- Value-based segmentation : categorises buyers based on their average purchase value and sensitivity to pricing, for example. This type of segmentation can provide insights into the behaviours of price-conscious buyers and those willing to pay premium prices.
Customer segmentation vs. market segmentation
Customer segmentation and market segmentation are related concepts, but they refer to different aspects of the segmentation process in marketing.
Market segmentation is the broader process of dividing the overall market into homogeneous groups. Market segmentation helps marketers identify different groups based on their characteristics or needs. These market segments make it easier for businesses to connect with new buyers by offering relevant products or new features.
On the other hand, customer segmentation is used to help you dig deep into the behaviour and preferences of your current customer base. Marketers use customer segmentation insights to create buyer personas. Buyer personas are essential for ensuring your personalised marketing efforts are relevant to the target audience.
10 customer segments examples
Now that you better understand different customer segmentation categories, we’ll provide real-world examples of how customer segmentation can be applied. You’ll be able to draw a direct connection between the segmentation category or categories each example falls under.
One thing to note is that you’ll want to consider privacy and compliance when you are considering collecting and analysing types of data such as gender, age, income level, profession or personal interests. Instead, you can focus on these privacy-friendly, ethical customer segmentation types :
1. Geographic location (category : geographic segmentation)
The North Face is an outdoor apparel and equipment company that relies on geographic segmentation to tailor its products toward buyers in specific regions and climates.
For instance, they’ll send targeted advertisements for insulated jackets and snow gear to buyers in colder climates. For folks in seasonal climates, The North Face may send personalised ads for snow gear in winter and ads for hiking or swimming gear in summer.
The North Face could also use geographic segmentation to determine buyers’ needs based on location. They can use this information to send targeted ads to specific customer segments during peak ski months to maximise profits.
2. Preferred language (category : geographic segmentation)
Your marketing approach will likely differ based on where your customers are and the language they speak. So, with that in mind, language may be another crucial variable you can introduce when identifying your target customers.
Language-based segmentation becomes even more important when one of your main business objectives is to expand into new markets and target international customers — especially now that global reach is made possible through digital channels.
Coca-Cola’s “Share a Coke” is a multi-national campaign with personalised cans and bottles featuring popular names from countries around the globe. It’s just one example of targeting customers based on language.
3. Repeat users and loyal customers (category : customer lifecycle segmentation)
Sephora, a large beauty supply company, is well-known for its Beauty Insider loyalty program.
It segments customers based on their purchase history and preferences and rewards their loyalty with gifts, discounts, exclusive offers and free samples. And since customers receive personalised product recommendations and other perks, it incentivises them to remain members of the Beauty Insider program — adding a boost to customer loyalty.
By creating a memorable customer experience for this segment of their customer base, staying on top of beauty trends and listening to feedback, Sephora is able to keep buyers coming back.
4. New customers (category : customer lifecycle segmentation)
Subscription services use customer lifecycle segmentation to offer special promotions and trials for new customers.
HBO Max is a great example of a real company that excels at this strategy :
They offer 40% savings on an annual ad-free plan, which targets new customers who may be apprehensive about the added monthly cost of a recurring subscription.
This marketing strategy prioritises fostering long-term customer relationships with new buyers to avoid high churn rates.
5. Cart abandonment (category : purchase history segmentation)
With a rate of 85% among US-based mobile users, cart abandonment is a huge issue for ecommerce businesses. One way to deal with this is to segment inactive customers and cart abandoners — those who showed interest by adding products to their cart but haven’t converted yet — and send targeted emails to remind them about their abandoned carts.
E-commerce companies like Ipsy, for example, track users who have added items to their cart but haven’t followed through on the purchase. The company’s messaging often contains incentives — like free shipping or a limited-time discount — to encourage passive users to return to their carts.
Research has found that cart abandonment emails with a coupon code have a high 44.37% average open rate.
6. Website activity (category : technographic segmentation)
It’s also possible to segment customers based on website activity. Now, keep in mind that this is a relatively broad approach ; it covers every interaction that may occur while the customer is browsing your website. As such, it leaves room for many different types of segmentation.
For instance, you can segment your audience based on the pages they visited, the elements they interacted with — like CTAs and forms — how long they stayed on each page and whether they added products to their cart.
Matomo’s Event Tracking can provide additional context to each website visit and tell you more about the specific interactions that occur, making it particularly useful for segmenting customers based on how they spend their time on your website.
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Amazon segments its customers based on browsing behaviour — recently viewed products and categories, among other things — which, in turn, allows them to improve the customer’s experience and drive sales.
7. Traffic source (category : channel segmentation)
You can also segment your audience based on traffic sources. For example, you can determine if your website visitors arrived through Google and other search engines, email newsletters, social media platforms or referrals.
In other words, you’ll create specific audience segments based on the original source. Matomo’s Acquisition feature can provide insights into five different types of traffic sources — search engines, social media, external websites, direct traffic and campaigns — to help you understand how users enter your website.
You may find that most visitors arrive at your website through social media ads or predominantly discover your brand through search engines. Either way, by learning where they’re coming from, you’ll be able to determine which conversion paths you should prioritise and optimise further.
8. Device type (category : technographic segmentation)
Device type is customer segmentation based on the devices that potential customers may use to access your website and view your content.
It’s worth noting that, on a global level, most people (96%) use mobile devices — primarily smartphones — for internet access. So, there’s a high chance that most of your website visitors are coming from mobile devices, too.
However, it’s best not to assume anything. Matomo can detect the operating system and the type of device — desktop, mobile device, tablet, console or TV, for example.
By introducing the device type variable into your customer segmentation efforts, you’ll be able to determine if there’s a preference for mobile or desktop devices. In return, you’ll have a better idea of how to optimise your website — and whether you should consider developing an app to meet the needs of mobile users.
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9. Browser type (category : technographic segmentation)
Besides devices, another type of segmentation that belongs to the technographic category and can provide valuable insights is browser-related. In this case, you’re tracking the internet browser your customers use.
Many browser types are available — including Google Chrome, Microsoft Edge, Safari, Firefox and Brave — and each may display your website and other content differently.
So, keeping track of your customers’ preferred choices is important. Otherwise, you won’t be able to fully understand their online experience — or ensure that these browsers are displaying your content properly.
10. Ecommerce activity (category : purchase history, value based, channel or product based segmentation)
Similar to website activity, looking at ecommerce activity can tell your sales teams more about which pages the customer has seen and how they have interacted with them.
With Matomo’s Ecommerce Tracking, you’ll be able to keep an eye on customers’ on-site behaviours, conversion rates, cart abandonment, purchased products and transaction data — including total revenue and average order value.
Considering that the focus is on sales channels — such as your online store — this approach to customer segmentation can help you improve the sales experience and increase profitability.
Start implementing these customer segments examples
With ever-evolving demographics and rapid technological advancements, customer segmentation is increasingly complex. The tips and real-world examples in this article break down and simplify customer segmentation so that you can adapt to your customer base.
Customer segmentation lays the groundwork for your personalised marketing campaigns to take off. By understanding your users better, you can effectively tailor each campaign to different segments.
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