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- Mar 24, 2017
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Below I will illuminate the principles of segmentation to implement quality re-marketing campaign. I will list the types of Analytic reports you need to use, methods to recognize the segments from analytic systems.
Option I
To gain the details of segmentation is significantly depended on the site usage. In case you have not got a big visits’ volume of site – you do not need to make a lot of reports, besides the result will not be significant. Efficient segmentation which will deliver proper result – is near 200 users.
The segmentation principles largely depends on the business type and its features. Basic principles are the visitors’ time duration on site (denied persons; less than you need for conversion; equal or more to get the conversion). Also you can segment according the micro- conversion (in case they are settled) and check the correlations. Proceeding from the user behavior on the site (what pages have visited and what page was the last) – you need to perform the segmentation. As a rule you need to experiment and match the efficient combinations from targeting and creativity.
Option II
To ask yourself: what are the regions your users come from? what segment is purchased by certain age and gender group? are they just checking the service or really interested in buying it? how many days are passed from the first site contact? What is the percentage of users who have started the filling the order out, but have not finished it?
To deal with this set of question will help standard analytic reports. After solving out this issues – you can forward to work out the strategy, but doing this you also need to figure out some items:
The whole result can be giant and the money spends can be rather high. But making all these you will get knowledge about separate segments, which works effectively for sure and ideal pattern of marketing and creativity tools for different age groups, and will understand what itewration need to be launched to get the set KPI.
Option I
To gain the details of segmentation is significantly depended on the site usage. In case you have not got a big visits’ volume of site – you do not need to make a lot of reports, besides the result will not be significant. Efficient segmentation which will deliver proper result – is near 200 users.
The segmentation principles largely depends on the business type and its features. Basic principles are the visitors’ time duration on site (denied persons; less than you need for conversion; equal or more to get the conversion). Also you can segment according the micro- conversion (in case they are settled) and check the correlations. Proceeding from the user behavior on the site (what pages have visited and what page was the last) – you need to perform the segmentation. As a rule you need to experiment and match the efficient combinations from targeting and creativity.
Option II
To ask yourself: what are the regions your users come from? what segment is purchased by certain age and gender group? are they just checking the service or really interested in buying it? how many days are passed from the first site contact? What is the percentage of users who have started the filling the order out, but have not finished it?
To deal with this set of question will help standard analytic reports. After solving out this issues – you can forward to work out the strategy, but doing this you also need to figure out some items:
1) How much and what categories can be money contributed in order the order be finished.
2) Whether you ready to pay more rate for traffic and what case you ready to pay for it (only if the order have high invoice?)
3) Maybe you need to refuse the high average bill and attract the traffic at low prime cost.
Moving further – you can target the next segment:2) Whether you ready to pay more rate for traffic and what case you ready to pay for it (only if the order have high invoice?)
3) Maybe you need to refuse the high average bill and attract the traffic at low prime cost.
a) According to region and age. E.g. The capital auditory is more expensive than suburban one. And the age 24-25 rate will be high as this audience bring more benefits than students.
b) Those users who left site at “Order-basket” – separately add them to ad-set group. These people are going be your clients most of all.
c) Also your Audience can be divided in reference to average purchase size, specially in case your site have a wide range of goods/service and the prices significantly differ. In this case you can prepare the feed of goods for average purchase size, manage the price rate differently for variety of goods.
b) Those users who left site at “Order-basket” – separately add them to ad-set group. These people are going be your clients most of all.
c) Also your Audience can be divided in reference to average purchase size, specially in case your site have a wide range of goods/service and the prices significantly differ. In this case you can prepare the feed of goods for average purchase size, manage the price rate differently for variety of goods.
The whole result can be giant and the money spends can be rather high. But making all these you will get knowledge about separate segments, which works effectively for sure and ideal pattern of marketing and creativity tools for different age groups, and will understand what itewration need to be launched to get the set KPI.