This report shows what segments your site is most effective at reaching.
You can use this information to target a marketing campaign or special promotions to a specific segment. For example, if visitors that arrive through a marketing click aren’t generating sales, consider offering a discount, or improving that images on the image that they see. Also, test your site to ensure that they aren’t finding an error or any usability issues. If your orders per session are low from referring sites, consider whether your referring sites are appropriate for the products you are selling.
Key performance indicators for the Segment Effectiveness report
Focus on the following KPIs when you analyze the Segment Effectiveness report.
The Segment Effectiveness report provides the following metrics in the default view.
- Unique Visitors
The number of unique visitors who came to your site one or more times as defined by a count of distinct persistent cookies.
- Orders / Session
The average number of orders per session: Orders divided by Sessions.
- Online: Sales
Total sales of purchased items calculated for orders completed via online channels.
- Page Views / Session
The average number of pages viewed in a visitor's session that can be attributed to this marketing channel during the reporting time period. The metric can be used to determine the stickiness of a website and the level of engagement.
- Online: Average Order Value
The average value of a submitted online order: Online: Sales divided by Online: Orders.