Importance of Segmentation

Segmentation is a crucial component of user behavior analytics. Visitors from different backgrounds or using different devices can, and in most cases will not behave the same way.

Today, most marketing and web analytics people use at least some sort of customer/visitor segmentation but there are still too many tools which don’t have this option.

Segmentation is available in every part and feature of our tool, and we put a lot of effort on giving our users more segmentation options. This is important.

It all starts with collecting data

It may sound simple and obvious but in reality, segmentation is so much more than just detecting visitors device and browser. A lot more useful are visitors’ shopping behavior and intentions. Those are also way more difficult to accurately detect and track.

At first, we included the essentials: device, browser, geolocation, language etc. to make sure our users can see the behavior of these visitor groups, and combine them in any possible way. For example, you can take a look at most problematic form fields for visitors from the US using iPhone vs visitors from the UK using a desktop device.

We do our best to provide you more behavioral metrics, such as referral information, the number of sessions, pages visited and cross-device tracking. Combining these with general visitor data leads you to much more insightful data, which you can use to optimize your website more effectively. Maybe you could even do some personalisation?

Integrate with testing tools

One of the most effective ways of putting user behavior data into action is A/B testing. This will make sure that your data-driven hypothesis actually work.

Reflective Data seamlessly integrates with most popular A/B testing tools and offers easy manual integration for less-known or custom tools. That means you can easily segment by experiment or variation, showing you exactly what kind of effect your experiment has on user behavior. Because sometimes measuring revenue and CR uplift is just not enough.

Based on your own metrics

Besides built-in metrics, like device, country, browser etc, you can also segment visitors by your own metrics. This functionality is super useful if you have any business-specific indicators that you could connect to your visitors.

Some of the custom metrics that our users have found useful: number of purchases, products visited, age, sex and so on, you name it really!

What should I do now?

If you are already using Reflective Data then you can start using segmentation right now!

You can find segmentation on the upper side of every results page. There you can choose from pre-defined segments or create one on your own by choosing custom – it’s super simple.

We suggest occasionally playing around with segments, you’ll probably find something surprising every now and then. Especially on segments that are not in majority. For example, the performance of less popular devices and browsers can be totally different and putting some extra effort in improving their experience can easily bring you more revenue.

After some time you will figure out which segments are bringing you most of the conversions, and which do not convert so good, even on high traffic. That shows you where to improve first and what to ignore in the beginning.

Create segments that are relevant to your business and keep an eye on them in every project that you create in Reflective Data.


Segmentation helps you to become closer with your customers. See how people from different backgrounds or device groups behave differently and find out how you could create better user experience for everyone.

Start using segments today!

4 thoughts on “Importance of Segmentation

    1. Hey, we get geolocation the same way as most of the analytics tools, based on visitors IP address. We only collect information about country, so no need to ask for permissions here to get more accurate results.

  1. For me segmentation is quite a necessity these days. I wouldn’t imagine such platform without option to segment. Will there be any third-party implementation options available, though?

    1. If you mean creating segments by A/B test variation for example, then yes, Optimizely and VWO are going to be the first ones and thereinafter based on customer needs.

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