Article-segment-solocal

In our series of “Best practices”, this latest article focuses on our client, the Solocal Group (PagesJaunes, Mappy, …) for whom audience management is an essential challenge. The company’s strategy relies on a dedicated analysis of visitor behaviour. To analyse visitor behaviour web analysts from the Solocal group carry out very accurate segmented analysis on a daily basis using their web analytics solution. This article provides 5 concrete examples of when to use segmentation.

This article is a very instructive and informative shared experience which will undoubtedly give you ideas for your future analyses!

Case n°1: detect the causes of any decrease in traffic

To determine the reasons behind a decrease in the click rate on editorial links, the Solocal group decided to segment traffic by browser type, and complete this with a comparative analysis of the number of clicks and click rate for each browser. This allowed the Group to improve tagging on the different browsers which experienced technical problems.

Case n°2: analyse SEO “excluding brand awareness*” by excluding “not-provided” keywords

The challenge was to exclude any searches coming from the “not-provided” phenomenon (keywords made invisible by Google in web analytics tools) to focus only on recognised searches and be sure that the search is an SEO search which excludes brand awareness. The principle is to segment traffic on the search engine source by excluding keywords which contain the expression “-“. Web analysts were then sure that the entry page analysis was representative of SEO “excluding brand awareness”.

*Brand awareness: as part of the AT Internet solutions the brand awareness analysis lists the list of keywords entered into the different search engines containing the name of your site.

Case n° 3: carry out a refined behavioural analysis

Objective: to find out if Internet users search for restaurants whenever they search for hotels. After having declared searches for “Restaurant and Hotel” as site custom variables in their web analytics solution, all the web analysts needed to do was segment the traffic by applying an intersection to the two different criteria. This operation made it possible to select only visits containing these 2 custom variables. Analysing these visits revealed this visitor behaviour and provided further information about the visitors such as geographical origin.

Case n°4: analyse untagged campaigns

If a campaign hasn’t been tagged it is still possible to get some information from it. Thanks to segmentation, the Solocal Group focused on visits which took place during the 2 hours that followed the campaign launch having started on the correct landing page as expected. This method provides a good overview of visitor behaviour.

Case n°5: study the behaviour of visitors who remain on your site despite not having a response to their query

Based on a search for information which has not led to any results, it is interesting to analyse the behaviour of Internet users before they leave your site. In order to obtain such information, the segmentation tool will let analysts know if visits with exit pages (without search results) possibly contain other page views (with results). With this information at hand, we can find out if Internet user queries have been partially satisfied despite a final, unsuccessful search. Analysing the different pages Internet users visit before they leave your site allows you to optimise visitor paths on your site, and to reduce this type of risky visit as much as possible.

More information on the examples listed in this article is available on our DataExplorer III webinar on the AT Internet Youtube channel.

About the Solocal Group : The Solocal group is the number 1 in local communication in France. Expanding the company by adopting a media business model has meant that the Solocal group is now present in 3 different areas including: content and services’ editing, media and consulting, and online advertising.
The Group creates and provides services to Internet users who have access to a mine of useful and reliable information. The Group continually adapts the services that it provides to meet latest consumer trends and make the everyday life of its users easier such as finding and contacting professionals, finding friends on the Internet, getting an itinerary, visiting retail stores, spotting deals etc.

 

 

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DA Blog Editorial Team AT Internet’s editorial team and a diverse group of blog contributors work together to bring you insightful articles about digital analytics. Have feedback for us, or ideas to share? Want to see more on a certain topic? Get in touch!

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