Internet Marketing - Matt Bailey [262]
To create the subsegments, you simply segment the segment. Create another advanced segment, and use your core term. Then, click the Add “and” Statement link, and add your desired term in the Value field. This creates the conditions for a multiword keyword phrase and begins the process of dividing your search traffic by subsegments and different words.
In Figure 21-9, the subsegment “resto” is meant to isolate all of the keyword referrals that include the two words VW and resto (resto being short for restoration).
Now, start setting up the subsegments that are targeted in your keyword marketing and optimization. In addition, look over your keyword referral reports to get an idea of the keywords that are referring people to the site. You should be able to derive a number of subsegments for each core term, which will enable you to look at your search analytics in a completely different light. How that evaluation is performed will be covered in tomorrow’s content.
Figure 21-9: Use subsegments to show searcher intent.
Analyze by Page View Segment
Setting up page view segment analysis is similar to setting up your goal analysis, but it’s more of a “soft” conversion. The idea for setting up a page view segment is to compare the people who saw a specific page during a visit. By itself, this segmented report may not carry a lot of actionable information, but when combined with another segment, such as the people who searched for the specific page of information, you can gain strategic insight and answer the question, “Did people looking for this information find this page?”
To use the search to do page-view analysis, choose the keyword from the Traffic Sources dimension, and choose Contains. Click the Add “and” Statement in order to associate the two actions. Then choose the page from the page title (in this case I am choosing the For Sale page, as shown in the value box), and set the value to Matches Exactly, because that is the specific page you want to measure. Name the segment, click Test Segment, and you should see how many visitor sessions match these conditions. You then click Create And Apply To Report to see the metrics associated with this group of visitor sessions (Figure 21-10).
Figure 21-10: Set up a segment based on keyword intent and the intended landing page.
Analyze by Support Segment
I call these support segments, because they are mainly used for troubleshooting specific areas of site performance. By measuring browser types, screen resolutions, and operating systems, you can detect any early problems with specific issues that may be experienced with a certain computer, operating system, or browser.
As an example, I’ll cover how to set up segments based on browser type. Start by dragging the Browser dimension to the segment. Set Condition to Matches Exactly, and select the browser from the drop-down list in the value. Name your segment, test it, and you will see the number of visits that used that browser. In Figure 21-11, I have set up a segment to see how many visits used the Firefox browser to visit the website.
Figure 21-11: Setting up a support segment to view visitors using the Firefox browser
This is a troubleshooting mechanism that can also help you spot potential design flaws that haven’t been tested in multiple browsers and operating systems. In one instance, a consulting client was having a significant bounce rate on the product pages. The site was designed to be “stretchy,” in that it would flow to fill the entire browser width. In doing so, the content was stretched across the page, and the paragraph became one long sentence that was very difficult to read. Long sentences are harder to read if they require the visitor to move horizontally across