- OpenText™ | Blogs
- 02.05.2017
- EN
OpenText™ "Keyword Segmentation – Turn a Failed Test Into a Big Success"
Testing and optimization has really increased in popularity over the past couple of years. With the increase in popularity has come an increase in what testers are using the software for.
Organizations, both large and small, are going above and beyond AB and MVT testing and incorporating more advanced tactics such as segmentation and personalization.
For those reading this blog, and not yet taking advantage of these advanced tactics, segmentation is the process of splitting/filtering your test data by different visitor attributes, whereas personalizationis the process of delivering content that resonates well with specific types of visitors.
Segmentation is a great stepping stone towards personalization in that it helps you understand more about your specific audience(s), and generally what motivates them to take action.
In this blog, we’ll focus our attention on segmentation and how it can be used to personalize site content based on your segments.
One of the great things about segmentation during testing is that it is super easy. You can literally segment your traffic based on a plethora of visitor attributes including keyword segmentation, referring traffic, geography and more. More importantly, the benefits of segmentation are priceless.
To prove my point, consider the data below taken from a recent test we ran with a client. The data provides us with two key insights into why it is important to segment your tests.