google analytics how to compare segments

In google analytics you can  compare the metrics for the Store visitors who converted with those who didn't. In the Audience Overview report, we've applied two system segments: "Converters" and "Non-Converters."

In google analytics you can  compare the metrics for the Store visitors who converted with those who didn’t. In the Audience Overview report, we’ve applied two system segments: “Converters” and “Non-Converters.”

As you’d expect, visitors who converted are more engaged than those who didn’t. They have a higher Pages/Session, higher Average Session Duration, and lower Bounce Rate.

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New v. Returning Visitors

Digging deeper, notice that the Converters segment shows a much higher percentage of Returning Visitors than does the Non-Converters segment.

  • This might imply that the decision to convert spanned multiple sessions.
  • It could also indicate that the Store’s loyalty program and retention email marketing efforts were successful in targeting existing users and getting them to return to the site.

Users who didn’t convert tend to have visited only once. This fact, combined with their much shorter average session duration, shows that we failed to engage these users. Our marketing campaigns may have set the wrong expectations, or our landing pages may have been ineffective. So we’ll want to investigate further.

Compare language and country

For instance, we can see that between the audiences, a larger percentage of Converters have their browser set to US English than non-Converters.

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Let’s examine the countries visitors are coming from by clicking “Country”.

We can see that a much larger proportion of Converters visit from the US than from other markets.

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Also, a larger proportion of Non-Converters are from India and the United Kingdom than from other non-US countries.

This makes sense since this Google Analytics account is tracking the US Google Merchandise Store site. However, you can imagine how this data could be useful for your business.

Let’s say, for example, you currently only offer shipping within the US. If you’re considering expanding shipping to new countries, you could use this data to prioritize India and the UK since these are countries showing the most opportunity to create more customers.

Compare age and gender demographics

Now open the Demographics Overview report so we can see how Converters ranged by age and gender. Click “Demographics” then “Overview” to continue.

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We can see that the largest group of Converters – over 40% – are in the 25-34 year age range. Comparing this to Non-Converters, we can see that this age range converts at a much higher rate than other age groups.

In particular, the 18-24 age group shows a much lower propensity to convert with over 25% of Non-Converters in this group.

We can also see that males are more likely to convert than females. We can use these demographic insights to make better audience targeting decisions for our advertising campaigns.

Compare affinity categories

Next, let’s look at the Interests Overview report. Click “Interests” then “Overview” to continue.

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You can see that while both Converters and Non-Converters tend to be “Value Shoppers,” “Technophiles,” and “Movie Lovers,” a high percentage of Converters are in these categories. Again, we can use these attributes to target advertising toward audiences more likely to convert.

Compare devices

Lastly, let’s take a look at what types of devices customers are using to access the Store. This can help identify if there are any user experience issues, or conversion behavior differences for customers based on how they’re accessing the website.

  1. Click “Mobile” then “Overview” to continue.
  2. Switch to the pie chart to better visualize which types of devices are used to access the site.

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To compare device category, you can mouse over the pie chart or refer to the color coding in the table on the left.

You can see that the percentage of mobile and tablet sessions is significantly lower for Converters versus Non-Converters, while the percentage of desktop sessions is higher for Converters.

This may mean that users browse on mobile devices but convert using desktop devices. Or it may mean that mobile has usability issues, so we’d want to make sure that the Store website is properly optimized your data for mobile

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