Behavioral segmentation in Google Website Optimizer when doing a/b split testing or multivariate testing? What’s that? Let’s start with segmentation. What is segmentation? Segmentation or “advanced segmentation” as it’s called in Google Analytics, allows you to choose what types of visits you want to be considered when generating the data for a report.
You can segment your data and see the conversions and the goals by segments like:
your brand keyword
the best performing keyword
source (where your visitors came from and contribution of that source to your overall goals and conversion rates
segment visitors by how many products they purchased
page depth (how many pages they visited) prior purchase or achieving your conversion goal
campaign (how offline or online campaign contributed to your conversion goals)
A similar principle then applies to segmentation when doing a/b split testing using Google Website Optimizer. You segment what type of visitor will be run through the test and who won’t. In order to do so you will need a plug-in for GWO from btbucket.com.
BTBuckets is a free tool that allows you to create tests for specific user segments, different target markets. Users who reached your site through an organic branded keyword search are different from users that clicked on a banner. With this plug-in you will be able show your test pages only for selected segments (visitors), you would like to test on like for example:
only visitors from social media
only visitors from search engines
only new visitors
only returning visitors, etc… ( you can create your own segments as well)
visitors from different countries
With BTBuckets you can:
Create different content for different users
Give special promotions for specific type of users
Optimize your conversions
Deliver a more relevant and better ads
NOTE: I haven’t tried it myself yet on a full scale, so don’t know what limitations there are. Apart from that you can create an account for 1 website only, or if there are some issues when using it, etc. If you have tried it please leave us comments below.
About the author
Jan Petrovic is the founder of proimpact7.com, 2012 Award Winning Conversion Optimization Agency. He is also a master certified conversion optimization & web analytics professional. Proimpact7.com provides conversion optimization services for small and large online business. Jan also works as a web analyst for large U.S. online & offline retailer.
Jan studied conversion optimization with MarketingExperiments and Bryan Eisenberg, the most recognized of conversion optimization experts. He gained his master certification in analytics with another widely recognized expert in the analytics industry - Avinash Kaushik. After Jan finished his studies, he launched a website called dashboardinspector.com, which provides dedicated web marketing analyst service for small and large online businesses, allowing businesses to save up to 60% on in-house cost.
For queries regarding conversion optimization of your site, or for more information on this article please contact Jan Petrovic, founder of proimpact7.com and master certified in conversion optimization and web analytics.