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ECOMMERCE
SEGMENTATION
How to use a data-driven approach to optimize your
eCommerce store for incredible results.
Chris Lema, VP of Products, Liquid Web
Most stores
track & talk
averages.
What it looks like
on your store…
What it looks like
in real life…
Purchases: 2,360
Total Revenue: $160,570
Customers: 2,108
Lifetime Value: $76
Avg. Order Value: $68
What if you stepped
away from averages?
32 Customers had Average Order Values of $195 (instead of $68).
210 Customers had LTVs of $185 (instead of $76).
If you want revenue
growth, you need to
get hyper-focused on
segmentation.
Everything
on this
homepage
suggests
they’re
targeting
women.
What
happens
when I click
and browse
the men’s
collection?
Nothing.
It’s the journey that matters.
Everystepandclickthatacustomermakestellsyousomething
abouttheirintentionand,moreimportantly,aboutthemselves.
Would you treat someone who comes to an
article, then to your product, cart &
checkout differently than someone who
comes directly to your site, searches, finds
and adds product to cart but never checks
out?
Sure you would. Organic buyers are more
valuable than researchers.
The point of segmentation is to
figure out not only your various
segments but your most
profitable ones – so you can
target them with better designs
& better messaging.
Look for the 5% that will drive
your revenue growth!
3X THE NORMAL AOV
17% OF TOTAL REVENUE5% OF CUSTOMERS
SOME SEGMENTS
TO CONSIDER
First Purchasers – customerswhohavemadeasinglepurchase
Big Spenders – customerswhoseAOVisinthetop10%
VIP Shoppers – customersinthetop10%basedontheirspend
Most Active Customers – customerswhohavemade3ormoreorders
(<2%ofcustomers,whobringin24%ofrevenue)
Coupon Lovers – customerswhousedacouponforpurchases
Cart Abandoners – peoplewhodidn’tfinishtheirtransactions
We suggest
stores check
out Glew.io
It provides all
of these
segments
(and more)
automatically
out of the
box.
Included in
our Standard
Managed
Woo Plans.
With or without Glew, the trick is
tagging your customers in an
Email/CRM system like
ConvertKit, MailChimp,
ActiveCampaign or AgileCRM.
You can use their integrations, or
a solution like WP Fusion.
WithWPFusion,youcan
tagcustomersbasedon
orderingspecificproducts.
AndwithtoolslikeBeaver
Builder,youcandisplay
itemsbasedontheirtags.
HERE ARE SIX
THINGS YOU CAN
DO WITH THESE
SEGMENTS
Change the homepage based
on customer tags or onsite
behavior.
After browsing the men’s t-shirt
collection (3 clicks), the
homepage was completely
transformed to show me ads
and options for men instead
of the default women’s
selections.
How?
Right
Message
Monitoring clickstreams
is easy with RightMessage
and allows you to change
just about anything,
based on the segment.
Just a Little Information Helps
Notice how we can adjust the hero
image without being explicit.
Noise Cancelling
Bluetooth
Bring your best products to
the top.
If a Big Spender or VIP shows up
to your store, you could change
the sort order easily.
/?orderby=price-desc
Introduce “Lite” Pressure
People who browse a lot,
Researchers, need a little
incentive to make a
purchase.
“60 others are viewing
this property right now.”
“74% booked. Rooms are
selling out fast.”
Deliver Coupons “Just in Time”
Customers who are
Coupon Lovers can be
triggered with coupons
based on what they put
in their cart, or captured
as they’re leaving the store.
Check out Ahoy!
https://useahoy.com/
Reconnect with Cart Abandoners
Everyone tagged as a
Cart Abandoner represents
free money!
Use tools like Jilt to create
multi-part campaigns to
bring them back.
Liquid Web’s Managed
WooCommerce plans come
with Jilt.
Share the Love w/ Repeat Buyers
This is a ConvertKit Automation.
It basically monitors purchases
and then updates a custom
field. When “Total Purchases” is
0 and an order comes in, it changes
it to 1. It keeps doing this until
it updates to 3. Then it adds a
Repeat Buyer tag.
That’s when another automation
can go out with a special coupon,
based on a new tag (Repeat Buyer)
being added.
YOUR MOM WAS WRONG:
YOU SHOULDN’T TREAT
EVERYONE THE SAME.
CHRIS LEMA
LIQUID WEB

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eCommerce Segmentation

  • 1. ECOMMERCE SEGMENTATION How to use a data-driven approach to optimize your eCommerce store for incredible results. Chris Lema, VP of Products, Liquid Web
  • 2. Most stores track & talk averages.
  • 3. What it looks like on your store… What it looks like in real life… Purchases: 2,360 Total Revenue: $160,570 Customers: 2,108 Lifetime Value: $76 Avg. Order Value: $68
  • 4. What if you stepped away from averages? 32 Customers had Average Order Values of $195 (instead of $68). 210 Customers had LTVs of $185 (instead of $76).
  • 5. If you want revenue growth, you need to get hyper-focused on segmentation.
  • 7. It’s the journey that matters. Everystepandclickthatacustomermakestellsyousomething abouttheirintentionand,moreimportantly,aboutthemselves.
  • 8. Would you treat someone who comes to an article, then to your product, cart & checkout differently than someone who comes directly to your site, searches, finds and adds product to cart but never checks out? Sure you would. Organic buyers are more valuable than researchers.
  • 9. The point of segmentation is to figure out not only your various segments but your most profitable ones – so you can target them with better designs & better messaging.
  • 10. Look for the 5% that will drive your revenue growth! 3X THE NORMAL AOV 17% OF TOTAL REVENUE5% OF CUSTOMERS
  • 12. First Purchasers – customerswhohavemadeasinglepurchase Big Spenders – customerswhoseAOVisinthetop10% VIP Shoppers – customersinthetop10%basedontheirspend Most Active Customers – customerswhohavemade3ormoreorders (<2%ofcustomers,whobringin24%ofrevenue) Coupon Lovers – customerswhousedacouponforpurchases Cart Abandoners – peoplewhodidn’tfinishtheirtransactions
  • 13. We suggest stores check out Glew.io It provides all of these segments (and more) automatically out of the box. Included in our Standard Managed Woo Plans.
  • 14. With or without Glew, the trick is tagging your customers in an Email/CRM system like ConvertKit, MailChimp, ActiveCampaign or AgileCRM. You can use their integrations, or a solution like WP Fusion.
  • 16. HERE ARE SIX THINGS YOU CAN DO WITH THESE SEGMENTS
  • 17. Change the homepage based on customer tags or onsite behavior. After browsing the men’s t-shirt collection (3 clicks), the homepage was completely transformed to show me ads and options for men instead of the default women’s selections.
  • 18. How? Right Message Monitoring clickstreams is easy with RightMessage and allows you to change just about anything, based on the segment.
  • 19. Just a Little Information Helps Notice how we can adjust the hero image without being explicit. Noise Cancelling Bluetooth
  • 20. Bring your best products to the top. If a Big Spender or VIP shows up to your store, you could change the sort order easily. /?orderby=price-desc
  • 21. Introduce “Lite” Pressure People who browse a lot, Researchers, need a little incentive to make a purchase. “60 others are viewing this property right now.” “74% booked. Rooms are selling out fast.”
  • 22. Deliver Coupons “Just in Time” Customers who are Coupon Lovers can be triggered with coupons based on what they put in their cart, or captured as they’re leaving the store. Check out Ahoy! https://useahoy.com/
  • 23. Reconnect with Cart Abandoners Everyone tagged as a Cart Abandoner represents free money! Use tools like Jilt to create multi-part campaigns to bring them back. Liquid Web’s Managed WooCommerce plans come with Jilt.
  • 24. Share the Love w/ Repeat Buyers This is a ConvertKit Automation. It basically monitors purchases and then updates a custom field. When “Total Purchases” is 0 and an order comes in, it changes it to 1. It keeps doing this until it updates to 3. Then it adds a Repeat Buyer tag. That’s when another automation can go out with a special coupon, based on a new tag (Repeat Buyer) being added.
  • 25. YOUR MOM WAS WRONG: YOU SHOULDN’T TREAT EVERYONE THE SAME.