Learning about different user personas using Segments
July 3, 2018
One of our more unusual Piwik PRO reports that we can create are buyer personas reports. We create them by creating four advanced Segments and see what their purchase rates are. This report is built by taking the “site average pages per visit” & “site average time on site”. In reality, we do not create 4 different Segments but rather 4 different Audiences for which we can optimize our customer journey and funnels.
This is how these 4 segments are being created:
Once we have the segments, we can examine their conversion rates, funnel flows, devices, customer journey touchpoints and funnel drop-offs. It gives you the first segmentation approach as you begin to understand the visitors to a site. Usual reports to combine with provided segments:
Setting up Methodical Marys Segment
The first thing we need to look for is the average time users spend browsing our website and the average number of pages visited during a single visit. This information can be easily found in the Visitor’s Overview report:
In this example, we see that on average our website Users spend 3 minute and 27 seconds on browsing the content and in the process generate on average 3,5 actions. Now that we have the data we need, we can navigate our way to the segment creation and apply it there.
After setting up the Segments it will take up to 2 hours for the data to get refreshed and recalculate. But before it happens it is vital to test if the new segment really works. In order to do that you should navigate your way to the Visitor Log report. If the report seems empty, it means that the segment setup is invalid. We need to get back to the previous step and fix the set up. If the Visitor Log is displaying a list of visitor profiles enter some of them and check if the data in the profiles matches your segments setup.