With Datatrics’ Audience section, you can create segments to use for your advertising campaigns or your remarketing strategy.

Datatrics segments users based on when a user last converted; all those users are grouped in the Datatrics retention grid. Here you can read an in-depth article about the retention grid segments.

This article will explain how to create a Retention Grid segment in the Audience section.

With segments based on conversion, you can target clients who converted and actively bought from your shop but are not loyal customers. You can use these segments to convert them into frequent buyers and use advertising or email marketing campaigns to reach them and show new product offerings or services.

Keep in mind: If you want to create a segment that groups users who follow all the rules you set, you must click on “all the rules”.

If you select “one or more rule” the segment will be populated with users that meet at least one rule but not always both.

Segments based on conversions

Red Alert (visitors with more than 3 conversions and older than 90 days)

If you have customers who did purchase repetitively in the past but did not purchase anything lately, you would like to make them aware that you still exist.

You can reactivate customers who purchased in the past via email or Ads. The main goal is to catch their attention again, make sure that they revisit your website, and persuade them to make a purchase again.

Red Alert customers are customers who used to be loyal; it is essential to contact them and prevent losing them. Try to win them back by showing relevant content like a new collection or a discount via email or ads.

How to create the segment:

Target profiles that meet (all rules)

Create a new segment → Add rule → Conversions → Days since last conversion → “is greater than” (90) days.

Add rule → Conversions → Number of conversions→ “is greater than or equal to” (3) conversion.

Options for more advanced targeting:

  • People who bought a specific brand: If you have customers who purchased a particular brand in the past 90 days, you can reach out to them again.

How: Create a new segment → Add rule → Conversions → Number of conversions → “is greater than or equals to” (3) conversion → content items that match (all rules) “(brand) is exactly” Choose brand → set timeframe (90) days

One time buyer (customer who purchased only once in the past)

One time buyers are clients who only purchased once on your website and didn’t convert another time. It can be crucial to make them loyal and show them the value and offers of your business. To make them loyal, you have to catch their attention and establish a relationship with them.

You can use this segment to send specific messages in a newsletter to promote special offers to gain those users' attention. You can highlight your business’s initiatives or send a coupon discount.

How to create the segment:

Target profiles that meet (all rules)

Create a new segment → Add rule → Conversions → Days since last conversion → “is greater than” (90) days.

Add rule → Conversions → Number of conversions→ “is exactly” (1) conversion.

Examples:

  • If you are a fashion company and have clothing or shoes in your assortment, you can create different segments based on a specific brand, size or category, such as dresses, pants or sneakers. It is also possible to combine this with the retention grid. For example, you can send your red alert customers specific products within the particular brand to persuade them to convert.

  • For electronics, you can create a segment based on purchases in a specific brand or device. For example, as soon as there are new products from that specific brand or accessories for that device, you can show this group the right content on the website, in ads or send the relevant content in a newsletter. If you want to increase the retention, you can target the one-time buyers and send them relevant content like accessories for the device they bought the last time.

Visitors who last visited 60 days ago and didn’t convert

Suppose you have visitors on your website who show some interest but did not purchase. But you would like them to do a conversion so you can retarget them.

For example, you still have a lot of stock, and you would like to target people that show some interest. You can use this segment in Ads to reduce some Ads spent.

How to create the segment:

Target profiles that meet (all rules)

Create a new segment → Add rule → behaviour → Days since last visit → “is greater than or equals to” (60)

Add rule → conversions → Number of conversions “is exactly” (0)

Read more about the retention grid segments here.

Example:

  • Create this segment to target these visitors and reduce your ad spend. For example, you can show these visitors sale items or new collection items to persuade them.

ADDITIONAL RESOURCES:

As you can read in this article, there are many different possibilities to create relevant segments in Datatrics. Hopefully, you've been inspired to get started segmenting your targeting groups! Do you have any questions, or do you have ideas for interesting segments? Go to the Datatrics Community and share it!

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