Today, each consumer wants brands to offer online buying and shopping experiences that are tailored to their needs. And while most businesses do their best to prioritize their customer experience efforts, very few seem to have mastered it.

It all begins with segmenting your audience so you can tell exactly what they are looking for in the brands they buy from. So essentially, segmentation is at the heart of good online marketing.

Market segmentation, also known as customer segmentation, is the process of grouping your audiences based on characteristics or interests shared between them.

Why We Segment Audiences?

Consumer behavior can change immediately, that too on a massive scale. The purpose of segmentation is to identify and simultaneously bridge the gap between customers’ needs and a company’s offerings.

This enables businesses to come up with products and solutions that meet buyer needs and, hopefully, sell out faster.

Using Google Analytics To Segment Digital Audiences

Google Analytics is a free web analytics tool that lets you explore your website’s traffic.

This free tool also lets you understand the people who frequently visit your site and buy online from you. It offers in-depth statistics about who they are, where they are from, and why they like your site.

So naturally, it is a fantastic way to help you segment your website audiences based on demographics, psychographics, behavioral, etc.

Here’s how you can segment your audience using Google Analytics:

Where Your Visitors Are Coming From

You can classify your digital audience by new visitors, returning visitors, referral traffic, organic traffic, and in other useful ways.

You can also get data about other sites that may be redirecting them to yours. For example, Google Analytics will let you know if a visitor landed on your website by clicking a link on Facebook, Twitter, or the search results.

What Pages People Are Visiting

Google Analytics also offers some invaluable user behavior data that is collected while the user is busy browsing your website.

It tells you how much time they spend on pages, bounce rate, how many people are on your website, which page they navigate to most frequently, and the page where they leave your site.

Even if your website has hundreds of pages, some of these get more traction and traffic than others. It’s good to know them because then you can direct most of your selling and marketing efforts to these pages.

Locations

Geo-targeting is an integral part of a digital marketing strategy. With Google Analytics, you can have information on where your audience is from so you can make relevant ads and content to entice them.

Not only can you track visitors from various geographic locations via Google Analytics, but you can also filter the data by specific region, country, or city. 

To conclude, Google Analytics is by far the most effective tool for marketers who are looking for information about site visitors. It simplifies the segmentation process by filtering out excess information and provides timely, relevant, and accurate data that can have a real impact on your profit margins if used correctly.

Connect with us here to learn about other benefits of Google analytics that will help further your business objectives.