I sat in on a web analytics presentation last week, and took away a few things that I wanted to share.

To begin, you might read my post on segmentation a few weeks ago. Along with behavioral, demographic, profile/preferences, psychoanalytic, and customer life cycle, I am adding a new segmentation form into the mix: Attitudinal Segmentation.

The concept is simple, you factor in someones "intention" for a certain result on your site or email. Forget what they did (behavior), its what they were intending to do. Did they find you using keywords for gloves, but purchased a coat? Did you want them to be distracted, and/or is there an opportunity to offer the original product of interest.

Furthermore, Webtrends presented findings on conversion, 4 different behaviors.
A. First Time visitors vs. repeat visitors
B. First Time buyers vs. repeat buyers

First time visitors and buyers are typically driven by organic search results, or PPC. Search drove value shoppers, discount shoppers, and offers that were typically on the low end to garner initial interest.

On the other hand, Webtrends finds that repeat visitors and repeat buyers spent more, and profit was higher off of those transactions. Why? They were typically driven by email, where the marketer has more control to promote higher value/margin items.

Furthermore, Webtrends split up email into 4 CATEGORIES, with proven ROI in increasing order. Low to high
A. Broadcast
B. Trigger
C. LifeCycle
D ClickStream

My point, is that segmentation is very important, and I hope you are trying something. Posted by: Andy at 1:46 PM  |  Permalink