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Segmentation Map

Guðrún Unnur Gústafsdóttir avatar
By Guðrún Unnur Gústafsdóttir

Siteimprove's Segmentation Map is a component of Behavior Map. The Segmentation Map is a visual overlay that allows you to compare behavior patterns of different visitor segments. These segments can be based on the visitor’s location, the referrer, or custom-defined Key Metrics, for example, newsletter signups, or demo requests completed. By using Segmentation Map for your pages in Behavior Map, you can easily learn more about preferences and habits of your most important visitor groups.

You can use up to five data points to compare and contrast your segments. 

Location: Segment visitors by countries, regions, and cities.

Referrers: Segment your visitors by which search engines or social media outlets they use.

Key Metric: Segment your visitors by the Key Metrics you have set up on your account. Note: Key Metrics (e.g. filtering for newsletter signups) will reflect anyone that clicked on newsletter no matter on what page it was (it’s not specific for the page selected in Behavior Map). So at some point during their visit, the visitor clicked on "sign up for newsletter".

In the following example, we want to compare how visitors from Minnesota (US) interact with our selected page vs. how visitors from the capital region in Denmark do. Note: These locations have been used for simplification - when selecting countries or regions, the number of visits/clicks will be higher and dots on the screenshot will be more in number. 

In this example, we filtered visitors to only show those using a desktop computer to access the selected page, in the selected time frame.

Example of Behavior Map, Segmentation Map setup

US, Minnesota:

  • 194 visits from desktop users, in the selected time period for that particular page. 
  • Average clicks on the page, per visit: 1.15

Denmark, Capital region:

  • 361 visits from desktop users, in the selected time period of that particular page.
  • Average clicks on the page, per visit: 1.03

When looking at the results from the Segmentation Map, we can for instance see that:

  • Page visitors from Denmark are more interested in reading the company blog (Learn menu).

  • Page visitors from Phoenix are more interested in being able to compare products on the website.

  • Visitors seem to be clicking on non-clickable elements on the front page banner. Knowing this, your business may benefit from making those non-clickable elements clickable to get visitors more engaged with the website, based on this simplified example.

Example of Behavior Map, Segmentation Map

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