This is the 2nd post of a 3-part series about how to find conversion opportunities. We are using
the Google Merchandise Store, so even if you didn’t have access to a client’s website or have
no access to any website, you’ll be able to teach yourself how to think and apply the concepts.
For part 1 & 3 click here:

Part 1

Part 3


Here we will apply secondary dimensions and briefly address advanced segments to get data
that is more detailed and accurate. But how should we segment our data? What are good
examples of segments to apply when starting our analysis? Are there segments we can always
use to find answers regardless of the type, size, and goal of your website?
This post will answer all.

Secondary dimensions and advanced segments

A pro-tip to get the picture of your reports in Google Analytics is doing thorough segmentation.
Segmentation when it comes to pages helps to :

  • understand how users found your site’s pages
  • know where they’re coming from (finding traffic sources)
  • know how your campaign is working

All Pages report

Let’s start wit the All Pages report.
Go to Behavior > Site Content >> All Pages

The All Pages report provides good insights. But you can find out more about the underlying data using segmentation. We will look at these 3 metrics: the amount of traffic in the form of Pageviews, the Source/Medium, and Page Value.

Now we’ll use the secondary dimension button. You apply a secondary dimension to any report in GA.
“source/medium” is a secondary dimension that is often used in this process.

Click on “secondary dimension”, select “source/medium”

By selecting source/medium we’re not just looking simply at our pages anymore but we’re also seeing the value of the different ways people are coming to these pages and what could be improved.

Imagine you own a big physical shop offering different products (Page) for very impatient customers.
Different paths (source/medium) lead to the different product section of your shop.
Sometimes, some paths bring you a lot of visitors who buy an item or who accomplish things you want them to do (Page Value).

Other paths may bring you also a lot of traffic but customers leave without spending anything as soon as they enter one section of your shop. Other paths bring you fewer people but they may spend more.

You may then want to see how to fix these paths, or guide your customers to the right store sections to find what they need, or just welcome them better.

From the screenshot above, you can see that is bringing a substantial amount of people who view our home page (7,222 pageviews).
But the value from is 0 because its page value is $0.00.

In this case, you should maybe think about sending your traffic from mall.googleplex to specific pages rather than the home page.

When you receive a good amount of traffic to your home page (or other pages) but with low page value, it is a sign that your visitors are puzzled because they can’t find what they want. It could also mean that the website they were on before yours shared a link to your site that is broken. This is a simple way of using secondary dimensions.

High traffic with low Page Value means visitors aren’t finding what they’re looking for. So, send them to relevant pages.

Great Conversion Opportunities Sit in Higher Volume Areas

You want to avoid business waste. Having around 7,222 people coming to your site who don’t do anything is a great loss. You want to tweak things to make sure you capture as many of them as possible.

When you have enough volume, a simple change can make a huge difference in the amount of revenue that’s generated from your website.

Jeff Sauer

You can:

  • place a welcome Banner for these specific visitors
  • offer them a discount or a special offer

Advanced Segments

An addition to what we have covered is the use of advanced segments. Secondary dimensions are useful
and offer quick analysis.
Advanced segments provide more segmenting options and unless you remove them they stay across
each report. They can be saved and reused. This is unlike secondary dimensions which are automatically
removed each time you go to another report; meaning you have to recreate them all the time.

Then you get:

Under View Segment, you have for example All and System.
All includes all segments (the built-in default segments in GA and your custom segments.
The System includes only the default built-in segments from GA.
We’ll use for now those from System. You see there are many segments you can use.
You can select one. If you select more than one like we did, this will allow you to compare segments. In our case, we’ll compare Organic Traffic vs Paid Traffic.

Make sure to remove all users. Why? Because in our case we want to compare Organic Traffic vs Paid Traffic. You can keep All Users if you want to compare your segment to all your website users.

Then click apply:

Here’s what we get :

Note here you can see they are doing something good which is the best practice to not have PAID links going to your Homepage. As you can see, the “Pageviews” and “Page Value” are zero.
A best practice for Paid traffic is to never send your paid traffic to your home page. Normally the Paid links shouldn’t go to your Home page and rather to specific links. For home page coming from Paid should have “Pageviews” and “Page Value” with zero values. This is not the case here as we have 292 pageviews.

So ask yourself if this makes sense. Maybe you have a single page website so you can only send links there.
Or maybe there is a mistake and your links are not being sent to the proper pages.

If we look at the data globally, Paid Traffic has a lower “Page Value” ($0.27) and a higher “Bounce Rate” ($70.65%) compared to Organic.

Now because of this, you can start asking yourself:

  • Is Paid traffic a good idea?
  • Is Paid traffic going to the right pages?

Should we be doing this or that?

Now that you’re comparing segments side by side you can decide what efforts you should continue or discontinue.
A question that advanced segments answer well is: should we be doing this or that?

Ex: Should we be doing SEO or SEM?

What Is A Meaningful Segment?

This is where exploration can be fun and lead to discoveries.
When creating a new segment, you can segment your data by any information available in GA.
it’s helfpful to have an idea of what you’re looking for or what you’d like to test.

if your segment makes up 5 – 50% of your website then you have a segment that is meaningful enough to work with.
Less then that is no worth it.
For example, here I’m interested to see the percentage of visitors who are male French speakers and aged from 18-34. As you can see not many.