{"id":42055,"date":"2019-05-16T18:49:56","date_gmt":"2019-05-16T13:19:56","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=42055"},"modified":"2025-04-30T17:12:44","modified_gmt":"2025-04-30T11:42:44","slug":"ecommerce-customer-segmentation-vwo","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/ecommerce-customer-segmentation-vwo\/","title":{"rendered":"[eCommerce] Bracketed Segmentation: Peeling Away The Layers"},"content":{"rendered":"\n

An eCommerce marketing leader\u2019s outlook toward analyzing visitor behavior<\/a> is akin to a chef working with an abundance of onions (a cohort of customers – “women shoppers\u201d<\/strong>), and each onion an amalgamation of infinite layers (individual unique traits – “from Minnesota\u201d<\/strong> & \u201cusing an iPhone\u201d<\/strong>) comprising them. <\/p>\n\n\n\n

\"eCommerce
eCommerce segments are like onions – layer resting upon layer<\/em><\/figcaption><\/figure>\n\n\n\n

Whether the chef ends up leading operations at a corner tuck-shop or makes her way into a Michelin-rated restaurant is a function of how she goes about unpeeling the various layers. Successful marketers realize that competitive advantage rests in identifying high-value micro-segments for keeping in step with their customers<\/a> to unearth fascinating insights from their journey. <\/p>\n\n\n\n

Download Free: Visitor Behaviour Analysis Guide<\/span><\/a><\/em><\/h2>\n\n\n\n

What is a micro-segment, you might ask? <\/p>\n\n\n\n

A micro-segment is nothing but a composite of multiple sub-segments that come together to form a bigger segment. Such segments are typically more granular and allow marketers to look at buyer behavior from multiple lenses. A good example of a micro-segment would be <\/p>\n\n\n\n

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“Visitors from organic search<\/em><\/strong> (Segment 1) who landed on our shoes page<\/em><\/strong> (Segment 2), clicked on an offer banner<\/em><\/strong> (Segment 3) and purchased<\/em><\/strong> (Segment 4) through an iPhone<\/em><\/strong> (Segment 5)” <\/p>\n<\/blockquote>\n\n\n\n

Through \u201cBracketed Segments,\u201d VWO is empowering e-commerce leaders<\/a> to observe micro-segments at the click of a button to introduce unparalleled powers in a marketer\u2019s arsenal across user research, tracking & analysis finally culminating in testing. By means of 3 examples, this article intends to showcase the many ways in which marketing teams are exploiting Bracketed Segmentation through VWO.<\/p>\n\n\n\n

So, without further ado, let\u2019s dive in!<\/p>\n\n\n\n

***<\/p>\n\n\n

Understanding behavior of \u201ciPhone users<\/em>\u201d who “purchased<\/em>\u201d from a \u201ccountry\/city<\/em>\u201d<\/h2>\n\n\n

That iOS users boast of a greater purchasing power[1]<\/a><\/sup> is an obvious assertion \u2013 what is not obvious though is visualizing their behavior from additional behavioral & demo-graphical standpoints. <\/p>\n\n\n\n

By deploying bracketed segments in VWO, eCommerce marketing teams can filter users with buying intent (users who visited \u201ccart\u201d or \u201ccheckout\u201d pages). Most don\u2019t stop there \u2013 city-level drill down is an additional lever of interest.<\/p>\n\n\n\n

\"ecommerce
Breaking down a micro-segment into it’s individual components<\/em><\/figcaption><\/figure>\n\n\n\n

The following is a representation of how users can analyze session recordings<\/a> of \u201ciPhone users\u201d who”purchased\u201d and are \u201cfrom California.\u201d <\/strong><\/em>Think of this problem statement as a composite segment that combines three individual segments <\/p>\n\n\n\n

Segment 1: “iPhone Users<\/strong>“<\/p>\n\n\n\n

\"Iphone\"
An in-app view of filtering Segment 1 “iPhone Users”<\/em><\/figcaption><\/figure>\n\n\n\n

Segment 2: “Purchased<\/strong>“<\/p>\n\n\n

\n
\"Thankyouu\"
Segment 2: View of all visitors who “purchased”<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Segment 3: “From California<\/strong>“<\/p>\n\n\n\n

\"United
Segment 3: From California<\/em><\/figcaption><\/figure>\n\n\n\n
\"screenshot
All session recordings of
of \u201ciPhone users\u201d who”purchased\u201d and are \u201cfrom California.\u201d <\/em> <\/figcaption><\/figure>\n\n\n\n

***<\/p>\n\n\n

Comparing Heatmaps of \u201cVIP Shoppers\u201d<\/em> vs. \u201cRegular Visitors\u201d <\/em>from \u201cUnited Kingdom\u201d<\/em><\/strong><\/h2>\n\n\n

Another area of interest for eCommerce marketing teams is comparing heatmaps of two or more segments<\/a> together, for example, \u201cVIP Shoppers\u201d versus \u201cRegular Visitors\u201d \u2013 after all, stand-alone heatmaps are irrelevant unless used for comparisons. Such comparisons helps you to answer questions like<\/p>\n\n\n\n