Segmentation is the process of grouping users based on shared characteristics or behaviours. Segments are used to tailor messaging, experiences, and measurement.
Segmentation improves focus and relevance.
Examples in Action
- Segmenting by device or channel
- Differentiating new versus returning users
- Behavioural or lifecycle segmentation
- Intent-based grouping
Typical Outcomes / Results
- More targeted optimisation efforts
- Improved performance analysis
- Clearer insight into behaviour differences
- More effective experimentation
This definition reflects standard segmentation approaches.
Applying this in practice
A sitewide average can hide an issue affecting a particular audience or journey. See how to use segmentation within a CRO audit to narrow the question before choosing a change.