Your overall conversion rate is 2%. But drilling deeper reveals that new visitors convert at 1% while returning visitors convert at 8%. These are completely different customer types with completely different needs.
Most analytics reports show aggregate data. You see overall conversion rate, overall average session duration, overall bounce rate. This aggregate data hides patterns.
Segment analysis reveals what is really happening. Segment by new vs. returning visitors. Segment by traffic source. Segment by device type. Segment by geographic location. Each segment has different behavior and different conversion rates.
New visitors and returning visitors have different needs. New visitors need convincing. They need to understand who you are and why they should care. Returning visitors already know you. They are comparison shopping or making final decision.
Mobile and desktop visitors convert differently. Mobile users are on the go. They need fast, frictionless experience. Desktop users have more time. They are okay with longer content.
Different traffic sources have different intent. Organic search visitors are searching for problems you solve. They have intent. Facebook visitors might be casually browsing. Paid search visitors are high intent if campaigns are well-targeted.
Geographic segments reveal regional patterns. Your product might be popular in certain regions, unpopular in others. Different messaging might resonate in different regions.
The strategy is to identify segments with high potential, measure their behavior, and optimize specifically for them.
If new visitors convert poorly, your landing page needs improvement. They do not understand your value. Rewrite value proposition. Improve messaging.
If mobile converts poorly, your mobile experience needs redesign. Simplify forms. Reduce load time. Make calls-to-action more obvious.
If organic converts better than paid, invest more in organic. If paid converts better, invest more in paid.
At CloudGeta, we segment your analytics by customer type, identify which segments have highest potential, and optimize your website to increase conversion for each segment.
