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Segmentation Map

Guðrún Gústafsdóttir avatar
By Guðrún 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 Phoenix, Arizona interact with our selected page vs. how visitors from Sacramento, California do. Note: This detailed location has 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. 

US, Arizona, Phoenix:

  • 542 visits from desktop users, in the selected time period for that particular page. 
  • Average clicks on the page, per visit: 1.04

US, California, Sacramento:

  • 627 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 Sacramento are more interested in learning about Quality Assurance than visitors from Phoenix.

  • Page visitors from Phoenix are more interested in learning about Accessibility and Analytics than visitors from Sacramento. 

  • Visitors seem to be clicking on non-clickable elements found under the Quality Assurance, Accessibility, and Analytics logos. 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.

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