CRO hack #03: Always segment your reports to understand your audience better
Unsegmented reports can be deceiving. Let's say you run a heatmap on your homepage and learn that only 30% of your visitors stick around to the average fold. Upon first glace, this data can be quite disheartening, and you might consider reworking the design and content of the site to better retain visitors.
However, before taking this drastic step, you decide to dig deeper. Good call. You find that close to 90% of visitors from third-party sites drop off before they reach the average fold. However, 50% of direct traffic continues till the final fold of the website.
What does that mean?
You now realize that a large chunk of your referral traffic is losing interest when it lands on your website. This could mean that the content on the third-party site hasn't educated the visitor enough, which means your visitors won't have the relevant context to understand what you're offering.
What's your next step?
Evaluate the third-party content to understand what's causing this friction. It might be because the content is outdated, misleading, or plain untrustworthy. Your strategy now becomes optimizing your presence on these third-party sites.
Here's the hack in a nutshell:
Start segmenting your reports right away, you might be surprised with what you find.
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