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Guide to segment conditions

Posted on Categories Content Creation, Guides

You can segment your visitors in a multitude of ways, to target specific actions to a specific audience. You create a segment comprising of one or more segment conditions. These are explained below.


Browsing Related Metrics

Current URL

Identify visitors by the page they are currently on. Matches the URL after your domain name: http://www.yourdomain.com/about-us.html. For example, to make a lightbox appear on your about page (where the page address is /pages/about.php) you could enter:

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OR

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Duration of current visit (secs)

Segment visitors by the duration of their current visit. Value is in seconds. For example, to select anyone who has been on your website for more than half an hour you would enter:

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Favourite Brand

Only target visitors whose favourite brand meets your criteria. For example:

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Favourite Category

Only target visitors whose favourite category meets your criteria. For example:

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Is on purchase complete ‘thank you’ page

This identified people who are on (or not on) the page of your website that immediately follows a successful completed purchase. This page normally thanks the visitor for their custom.

Page views this visit

Target visitors who have viewed a certain number of pages on any given current visit. Every time the visitor leaves your website and returns, this number is reset to zero. For example:

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Time since last page view (mins)

This identifies visitors who have already left your website, by the amount of time it has been since they were last on it. For example, if you wanted to send a email to anyone who has left more than half an hour ago you would enter:

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Total visits

Visitors will often make several return visits to your website, while making a decision on what they wish to buy. All visitors have a minimum of one visit to your website. With this condition you can segment visitors by the number of visits they have made. For example, to target only first time visitors you could enter:

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If you wanted to target return visitors, on the other hand, you could enter:

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Typed data (eg: into search box)

Whenever a visitor enters something onto your website via a form (for example, via a search box, a contact form, or the checkout) the data is recorded against that visitor\’s account. You can set a rule to select only visitors who have entered only certain text on your site at some point during their browsing history. So, for example, to highlight only people who have searched for the term “Nike Shoes” you could enter:

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Or any search term containing “Nike” by entering:

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Visit began with an advert click

Segment visitor by whether their current arrival to your website was via one of your PPC adverts or not. To select all visitors who arrived from an organic source, you would enter:

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Visitor Tag

Segment visitor by associated visitor tag. For more information on visitor tags click here. To select all visitors who have been tagged \’magazine_ad\’, you would enter:

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Characteristic Metrics

Click fraud suspect

Only target visitors who are or are not a click fraud suspect. This is useful to present deterrents to suspects, in order to reduce your PPC spend. Alternatively you could select only legitimate visits to see your promotions, so that known fraud suspects (who may potentially be your competitors) will not.

Country code

Segment visitors by their country of origin. This is useful to present offers only relevant to certain countries. For example, you could identify your own country to see an offer advertising free delivery:

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Whereas foreign visitors would see a different message promoting worldwide delivery:

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Current IP address

Segment visitors by their current email address while browsing your website. Identify visitor by a range by using the ‘contains’ comparison. For example:

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Current screen height (px)

Segmenting visitor by their screen size means you can easily identify visitor on a mobile device (low screen resolution), or a desktop computer (high screen resolution). This is useful for presenting the correct platform-optimised content to the right visitors, or promoting platform specific messages (eg: “Download our Smartphone App!”)

Current screen width (px)

Target visitors by the width of their screen. See ‘Current screen height (px)’, above.

Have visitor email address

Target visitors whose email addresses are either known or unknown. For example, you could display an email capture form only to visitors who’s email address is unknown, by entering:

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Have visitor forename

Same as ‘Have visitor email address’ (above), except this segments visitors by whether their forename is or is not known.


General metrics

Day of the week is (text)

Have day-of-the-week related offers, such as offers that only appear on weekends, or only on a Wednesday. A weekday only offer would look like this:

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– AND –
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Match all visitors

If match all visitors is set to equal YES then everyone (except control group visitors) will be matched.

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Order related metrics

Bought product name

Segment visitors by the products they have purchased. For example, target messages towards all visitors who have, at some point, purchased a Nike product, you could enter:

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Please note that this only searches the name of products bought. So the latter example would only work if all of your product names contained the word ‘Nike’.

Product in cart name

Segment visitors by the products they currently have in their shopping cart. For example, to show an promotion only to visitors who have a Nike product in their shopping cart you could enter:

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Please note that this only searches the name of products in the cart. So the latter example would only work if all of your product names contained the word ‘Nike’.

Days since last order

Segment visitors by the number of days it has been since they last placed an order on your website. For example, to show a time-sensitive offer to people who have placed an order from you less than a month ago, you would enter:

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Total items in cart

Target visitors by whether they have products in their shopping cart or not. For example, to target people with a full basket you could enter:

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Total order value

Target only visitors who have spent over (or less) than a certain amount during their customer lifetime. This is great for rewarding loyal and/or high spending visitors with discounts and further incentives to purchase. Eg:

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Total orders

Target only visitors who have placed a specified number of orders. For example, to target non-customer you could enter:

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For first time customers you could enter:

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Whereas loyal return customers you could enter:

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Value of cart

Target visitors by the value of their shopping cart. You could, for example, send your sales staff an alert email whenever there is a visitor on your site with over a certain amount in their basket, when their contact details are known:

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Value of current product

This is only relevant to visitors who are actively viewing a product. If the product they are viewing is over a certain value then you could show a piece of promotional material or any other message of your choice.

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