In the eCommerce world, customer segmentation isn’t optional anymore — it’s table stakes to enable marketing efforts that keep pace with your competition.
When you add click behavior data to existing segments and use Crazy Egg’s custom user variables to break out additional behavioral segments, you make it possible to:
- Run retargeting and other personalized ads
- Offer customers dynamic product recommendations
- Personalize product detail and landing pages
Those are high-value aspects of eCommerce marketing campaigns — meaning, when they’re done correctly, you can see big returns on those efforts.
When you use Google Analytics data alone, you’re left with a big blind spot around what happens between the time a user gets to your website and when they ultimately convert. Did they scroll all the way to the bottom of the page? Did they click to read more product reviews? Did they view additional images of the product?
Answering those questions gives you a more holistic view of each customer segment and what gets them to buy.
Here’s an example of that information in action. In the Confetti Report below, we filtered clicks by new users. We were originally interested in how their behavior on the sales forms varied from returning users. But the highlighted yellow box shows us that a sizable chunk of those new users is clicking on the brand’s logo—an escape hatch leading them out of the sales funnel.
That’s a hint, but it doesn’t tell us why so many new users are abandoning the conversion process. By looking at the Overlay Report on the same page, we can see that most of the new visitors clicking the logo came from Google search.
That tells us those users probably aren’t ready to buy—they need more information first. With that info, we can redirect those users to a page designed for the top of the funnel instead.
In addition to giving you more contextual information about existing customer segments, you can also break out even more specific and targeted segments using Crazy Egg.
Our heatmap tool allows you to define up to five user variables. That means just about anything you can measure and pass along to Crazy Egg can be tracked in your Snapshots (that’s what we call our five different user behavior reports).
By defining those custom user variables, you can view click behavior across your website based on these five additional eCommerce segments:
- Customer loyalty (loyal customer, first purchase) and lifetime value (LTV)
- Type of buyer (bargain hunter, habitual buyer, subscription, big spenders, etc.)
- Cart abandoners
- Average order value
- Other customer data including psychographic and demographic information (such as gender, income, style, and age).
By filtering Snapshots by style, for example, you can get valuable insights on how different customers navigate your product catalog. That makes it possible to create dynamic and personalized catalog pages and related product suggestions.
Here’s a sample of our Confetti report filtered by a given user variable:
If the user variable is broken down by the customer’s style, you can see that the customers represented in green are more interested in products lower on the page. In this case, you might test a dynamic shopping experience that places those products higher on the page for this particular customer segment.