How segments help you give users exactly what they want

Sometimes just looking at site data is enough to understand the behaviour of visitors and users, says Ascensor data scientist Hardeep Bargota.

Delving into web analytics is a great way to discover how you can improve different areas of your site. But from a UX perspective it can pose many questions, such as:

  • Why do certain pages have such a high bounce rate? 

  • Where are users struggling the most?

  • What are your users trying to achieve?

Insights from software such as Hotjar help us better understand these questions. 

Hotjar is a popular web analytics and user feedback tool that uses anonymous recordings to help website owners and marketers understand how users interact with their sites.

It’s a great way to understand user behaviour and observe website engagements in detail. 

Deep insights into user behaviour

To help you get the most from user recordings, Hotjar offers a feature called ‘Segments’ that allows you to refine your data analysis further and gain more specific insights into user behaviour on your website. 

Segments in Hotjar help you to categorise and group visitors based on specific criteria or characteristics, making it easier to understand how different user segments interact with your site.

If you’ve already signed up, your Hotjar account will already have several pre-defined segments to help filter your recordings.

We recommend creating additional Segments related to your (or your client’s) KPIs or user interactions which could impact conversion. 

Simply apply a combination of filters related to device type, traffic source and user behaviour (eg frequent visitors or first-time visitors). Hotjar will then enable the option to set this as a saved Segment you can refer back to later.

Anyone who has access to the account can also use this Segment. We’ve found that it’s an excellent way for clients to review the anonymous recordings to gather insights. 

Speeding up the process through segmentation

Segmenting like this speeds up the analysis process by having predefined behaviours, such as ‘users who abandon the checkout journey’ and ‘mobile users who reach bespoke landing pages but fail to carry out a conversion’.

It also helps to identify broken elements of the website that cause user confusion or frustration and validates whether any current A/B tests are performing as expected.

As CRO experts we must understand all website engagements and where we can increase conversion rates.

At Ascensor we use Hotjar to further support our insights and validate new opportunities to improve digital experiences for our clients and their users.

Discover more information about Hotjar and its amazing segmenting abilities here.

Want to know more about increasing conversions with Hotjar?

Get in touch with Ascensor’s digital marketing team and discover how we can help optimise your site. 

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