Conversion Optimisation
Segmentation
Plain English
It is grouping people so you can understand and respond to important differences.
Definition
Segmentation is the practice of dividing users into groups that share characteristics or glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term, so each group can be understood and served differently. Its value depends entirely on whether those groups genuinely behave differently.
In practice
Used to understand differences and target more effectively.
In context
The useful cut is behavioural, not demographic. What someone did last week predicts what they will do next far better than their age bracket.
The reality
If too broad, it becomes meaningless.
Compared with
Segmentation vs Personalisation
Segmentation groups users to be treated differently. Personalisation adapts to the individual. Segmentation is coarser, cheaper, and usually delivers most of the benefit before personalisation is worth its complexity.
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