Segmentation experiences combine the identification of specific audience traits with actionable tests that use highly tailored content to fit the persona(s) of the audience(s) you want to segment. They are primarily focused on driving a specific goal metric, such as Product Added to Cart, Increased Product Views, or reducing the Bounce Rate on the homepage rather than traditional learning.
Here are some classic examples of simple segments that often yield significant results when treated differently:
- New customers
- Returning visitors
- Logged-in (existing, loyal) customers
- Logged-out (potential) customers
Typically, segmentation experiences are run as A/B/n or Dynamic Testing experience types targeted to specifically identified subsets of a broader audience demographic. They tend to take place in the upper or middle sections of the conversion funnel after you have observed some user behavior and gained a basic understanding of which audience a segment belongs to.
New vs. Returning Visitor Lightbox Offers
Objective and hypothesis: Rewarding loyalty and offering enticements for email sign-ups based on a simple audience split of new and returning visitors will increase product page views and add-to-cart rates.
Scratching the Surface
Keep in mind that everything presented in the methodology training materials is only the baseline for the strategic approach you can take within Monetate. The Strategy and Insights team is here to help develop a personalized approach to your specific business goals. For more information, contact your Client Success Manager.