1. Preset segments
   
2. Custom segments
   

Types of preset audience segments

These are the predefined set of audience segmentation options available in PageSense. They can be used to readily target visitors in a specific experiment. 

Direct visitors

Paid campaigns traffic

Example:
Say you want to show a personalized experience to people coming to your website through a promotional Facebook ad campaign named "Winter_clearance_sale". 

Organic search traffic 

Example:
Say you want to target your session recording experiment on the new series of landing pages, for visitors coming through organic search traffic.

Social traffic

Example:
Say you want your experiment to target visitors who land on your homepage by clicking on the Facebook post promoting your brand's customized t-shirt offers.

Referral traffic

Example:
Say you want your experiment to target visitors from different referral sources coming to your website's homepage.

Mobile and tablet traffic

Example:
Say you want to track the performance of the 'Sign up' button on your website for visitors accessing the page through mobile and tablet devices.

Desktop traffic

Example:

Say you want to run an A/B test version of your welcome campaign for desktop visitors on your ecommerce site.

New visitors

Example:
Say you want your experiment to target promotional banners and discount coupons for new visitors on your travel website.  

Returning Visitors

Example:
Say you want to target your experiment with customized product promotional offers for returning visitors on your site to drive more sales on your ecommerce site.

Create custom audience segments

Zoho PageSense's audience segmentation option allows you to tailor-make your audience segments by defining who and where your experiment should be running using the +Custom Audience button. This feature lets your experiment target a more complex and precise set of audiences according to various factors, such as age, interests, gender, geography, or industry, which cannot be done with the preset segmentation options. 

For instance, let's assume that you own an ecommerce site, and you want to analyze the buyer behavior of Apple phone users at a particular time of the day in a particular city. This could be done easily by manually creating custom audience segments in PageSense.

To create a custom audience segment:
1. Click the +Custom audience button under the AUDIENCE page of your experiment.



2. Enter a Name and Description for your custom audience in the text box.

For example, say you want to target your A/B experiment to visitors who land on your website through organic traffic sources.

There are eight types of modifier conditions you can choose from:

2. Equals: This condition evaluates as true when the entered value is equal to the numeric value or string you specify in the Value field. For example, say you want your A/B experiment to target all visitors located in "United States". In this case, you would use "Equals" to the United States.
   
   

3. Not equals: This condition evaluates as true when the entered value does not equal the numeric value or string you specify in the value field. For example, say you want your experiment to exclude all visitors from the location "United States", you would use "Not equals" to "United States".
   

4. Contains: This condition evaluates as true when the URL contains the strings or sub strings entered in the value field. For example, say you wan your experiment to target all visitors from a particular product category 'camping' on your ecommerce site, you would use "Contains" with string "camping".
   

5. Does not contain: This condition evaluates as true when the URL does not contain the string or sub string entered in the value field. 
   

           

2. Empty: This condition evaluates as true when the entered value of the parameter is empty in the URL.
   
   For example, say you want your experiment to target when the value of the param1 is empty in the query parameter in your URL:
   http://www.zylkerfashions.com/path?param1=
   
   

• Is not empty: This condition evaluates as true when the entered value of the parameter is not empty and has some value in the URL. 
  

  For example, say you want your experiment to target when the value of the param1 is not empty, and includes some value in the query parameter in your URL: http://www.zylkerfashions.com/path?param1=x
  
  
  

• Achieved: This condition evaluates as true when the specified action is completed or fulfilled by the visitor on a web page. For example, say you want your experiment to target visitors who completed the purchase of a particular product on your ecommerce website, you would use "Achieved" "Purchased." 
  

  

  Note that this operator will only be available for the User and Visitor Activity parameters.
  
  
  

• Not achieved: This condition evaluates as true when the specific action is not completed or fulfilled by the visitor on a webpage. For example, say you want your experiment to target visitors who have not completed the payment or purchase on your ecommerce website, you would use  "Not Achieved" "Purchased."
  

  

  Note that this condition will only be available for targeting using the User and Visitor Activity parameters.
  
  
  

• Is undefined: This condition evaluates as true when the value key information and value you entered is not available (or undefined) in your URL. 
  

  

  For example, say you want to target your experiment where the value of the param1 is undefined in the URL: http://www.zylkerfashions.com/path?param2=x
  
  

  Note that this condition will only be available for targeting using JS Variable option.
  
  
  

5. To create a complex visitor segment, click + and choose the AND or OR operators to define your conditions.

Note:

1. The AND operator is useful when you wish to target the audience based on multiple rules that all need to be true. Conditions using the AND operator will only evaluate as true when all of the values are met.
   Example: 
   Condition 1: The URL equals https://store.google.com/product/nexus_9
   AND
   Condition 02: Country equals the United States.
   

• The OR operator is useful for targeting multiple values where only one needs to be true for the condition to evaluate as true. Conditions using the OR operator will evaluate as true when any of the values are met. 
  Example: Country equals United States OR Canada.
  

6. Click the + NEW GROUP button to define multiple conditions for a segment, and logically group your segment conditions.

Say that, along with the audience group created above, you want to target visitors based on returning visitors who are located in U.S. You can create your new audience group by selecting Returning Visitors in Visitor Type and United States in Location, as shown in the figure below.

7. Click the Save Audience button. 

Note:

1. The saved segment will appear under the Custom Segments section across all of your experiments in PageSense and you can apply the same for any test.
   
2. Currently, you can't delete a custom audience segment that you've created for an experiment.
   

Types of custom audience segments

You can choose from any of the following visitor parameters to create a custom audience segment in PageSense to target with your experiment.

Current URL

Segment and target your experiment based on a particular URL your visitor lands on the website. 

Example:
Say you have set up a session recording for your entire ecommerce domain 'https://zylkerfashionstore.com/' and you want your session to target visitors landing on the product pages of your site' https://zylkerfashionstore.com/products.'

Key takeaway:

1. By looking at traffic levels, user engagement, and goal completions on a specific page in your experiment, you can determine how well individual pages on your website contribute to the success of your business.
   

1. Using this type of targeting, you can more easily pinpoint underperforming pages on your website that may not be worthwhile to continue, or may need a few minor design or content changes.
   

Referral URL

Example:
Say you own an ecommerce site, and you want your experiment to only target visitors coming from a specific referrer URL 'www.example.com/flash-sale-2019' to analyze whether this traffic was able to make a successful purchase and contribute to your business revenue.

Key takeaway:

• Referral URL targeting allows you to aggregate metrics and measure the impact from social media traffic, PR placements, business listing sites, and other site URLs linking back to your own website, so you can understand which to focus on in future efforts.  
  

• Decide which link on your advertisement poster work better than another, and figure out whether a link to your blog page got more clicks than a link to your homepage.
  

Query Parameter

Segment and target your visitors based on the value of the query parameter mentioned in the URL. This means all visitors who match the given query condition in the URL will be included or excluded in your experiment. A query parameter is a string (set of parameters) used to define any specific content or actions in your website, based on the data passed in the URL address. These query strings are indicated with a question mark, and come after the actual URL path, such as:
http://zylkerfashions.com/products?utm_campaign=winter_sale
https://wwwzylkerstore.com/mobiles/search?q=below30k 
http://zylkerstore.com/home?utm_source=google&utm_medium=email
http://zylkerfashions.com/shoes?type=sneakers&color=red
http://zylker.com/blog/article?page=2. 

Example:
Say you want your experiment to target visitors who search for Pixel phones on your website with the URL structure: https://www.zylkerfashions.com/store/search?q=pixelphone

Key takeaway: 

• Quickly understand what type of campaign, such as Adwords or Facebook, attracts the most traffic to your website.
  

• Refine and organize your content or offers to provide the best website experience to visitors.
  

Traffic source

Example:
Say you own an ecommerce site, and want to target your A/B experiment for people coming through social media sites.

Key takeaway:

• Proactively monitor how your traffic sources are performing, so that you can make marketing decisions and stop working with sources that appear to be sending bad traffic.
  

• Understand where visitors come from and what channels to optimize for to improve your business's reach across the globe. 
  

Location

Note: PageSense allows you to create location-based target segments up to the level of major city, country, state, region, or continent.

Example:
Say you own an ecommerce site, and you want to show personalized product recommendations to visitors from the United States based on the local festival celebrated. 

Key takeaway:

• Optimize your website pages for visitors from different parts of the world to help reach your business objective.
  

• Summarize the performance of your ad campaigns by location based metrics.
  

• Measure the profit or loss of your online business across global customers.  
  

• Divide your customer base based on geographic locations and target the right set of users to increase sales or revenue.
  

Device type

Example:
Say you want to target your session recordings for the 'homepage' page to the desktop visitors on your website.  

Key takeaway:

• Understand which specific device is getting the most (or fewest) conversions and engagement on your website from your visitors.
  

• Target your ad based on the devices used by visitors.
  

• Optimize a particular message for mobile, desktop, tablet, or other device, so that visitors can easily tap through a survey, image, or button, and increase the chances of retaining your customers' across different devices.
  

Visitor type

Target your experiment based on type of visitor coming to your site: returning and new visitors. A new visitor is someone who visits your website for the first time, and a returning visitor is a person who has already been to your website. With the visitor type segmentation in PageSense, you can run (or exclude) your experiment based on whether a visitor is new or returning on your website, and see which type have a higher engagement, conversion rate, and sales numbers.

Example:
Say you want to A/B test a 'Spin the wheel' contest for all the new visitors coming to your homepage.

Key takeaway:

• Understand which type of visitors were most interested in your business and how their behavior differed on each web page.
  

• Analyze the areas of difficulties, such as poor navigation buttons or CTA on your website for new subscribers, then simplify it for the first-time visitors.
  

Browser type

Target your experiment based on browsers used by visitors to access the webpage. It includes options such as Firefox, Google Chrome, Internet Explorer, Safari, Edge, and others. This targeting option can help you identify any technical or UX issues on a specific browser, and check why the conversion rate, transactions, and revenue is less with visitors using a particular browser compared to others.

Example:
Say you own a travel site, and you want to target your session recording to visitors who are using a Firefox browser.

Key takeaway:

• Conduct UX research to identify friction points and reduce distractions based on browser types. Find out which versions of this browser is causing the most damage.
  

• Identify pages with slow load times. Why are they loading slowly? Are your images or videos too large? Are third-party apps slowing down your site overall?
  

• Create hypotheses for issues that need to be tested and begin A/B testing on these CTA, navigation buttons, and other elements.
  

Operating System

Example:
Suppose you own an ecommerce site, and you want to target your 'new year sale' push notification specifically for Mac OS users. 

Key takeaway:
Focus on optimizing the UX such as open or close buttons for the specific operating system and deliver the most relevant experience for each OS. 

Day of the week

Use your experiment to target visitors who access your web page on specific days of the week. Understanding the specific days at which your traffic and conversion rates are higher, then scheduling your marketing strategies based on that data, can be an efficient way to drive your online business.

Example:
Say you own an ecommerce site and you want your experiment to target visitors coming to your website towards the end of the week like Saturday, and Sunday.

Key takeaway:

This is a great way to figure out what days your traffic and conversions are higher, and understand the perfect days to run your ad campaigns.

Hour of the day

Example:
Say you own an online restaurant, and you want to target your popup with exciting offers at exactly 4:00 pm every day.

Key takeaway:

• Schedule your advertisement emails, paid or non paid campaigns, and other bulk marketing efforts so they are delivered on peak hours, where there are higher chances of your audience converting.
  

• Compare how users in different times of the day behave on your website, the amount of time spent by them during the morning hours versus after working hours, and if you need to run your campaign for a longer duration for a day to obtain higher conversions. 
  

Google Ads traffic

Example:
Say you own an online food delivery website, and want to run experiments on each landing page of your website tailored to the needs of audiences coming from your Google Ads campaigns.

Key takeaway:

• Advertising your products or services based on visitors targeted from specific Google Ads helps increase sales to the people who really want to buy.
  

• Targeting based on ads gives your website instant visibility, and brings awareness at an instant cost.
  

• Helps marketers understand what worked and what didn’t in your current ad campaign. Using this information, you can then tweak your campaigns until you achieve optimal results.
  

Mobile OS

For example: 
Say you want your session recordings to target visitors accessing your website on Android OS phones.

Key takeaway:

• Treat each device’s OS user experience separately, and don't generalize your test results across mobile devices.
  

• Be aware of the speed and error reports encountered on your site based on the mobile's operating system, and fix the problem quickly.
  

• Identify content that isn’t critical and can be hidden for mobile (such as pop-up widgets, feedback forms). The less important the content, the easier it is to keep a user’s focus on the important stuff.
  

JS Variable

The defined variable is used to check for the JS variable condition, and send the required user data to Zoho PageSense from your website.

Example:
Say you own an ecommerce site, and want your A/B experiment to specifically target the logged-in visitors, in order to display a customized product page with promotional offers and items. This can be done by writing a JavaScript condition with a variable that has the information about whether a visitor is logged in or not. Refer to the following screenshot for example code to achieve this targeting. logged_in == yes.

2. Click the +Custom Segment button under the AUDIENCE tab of the experiment you want to create the custom segment for.

3. Enter a Name and Description for your custom audience in the text box.

4. From the Segment dropdown, choose JS Variable, then enter the corresponding Key, Modifier, and Value for targeting, as per the Javascript condition you defined on your website.

The targeting condition will now evaluate as true for visitors if the value of the logged_in variable is equal to "yes".
This condition will evaluate false if the value of the logged_in variable is not equal to "yes".

The saved segment will appear under the Custom Segments section across all of your experiments in PageSense You can apply this segment for any test.

Key takeaway:
Deliver interactive content to a specific audience based on a set of user-defined rules and criteria, such as their interests and behaviors on your website. 

User Information

Visitor activity

Target your experiment based on the local weather of the visitors coming to your website. Weather-based audience targeting is one of the modern techniques used by marketers to drive traffic and increase customer engagement and revenue at your business. This is a practice of tailoring influential messages and product pages to visitors based on local temperatures or weather conditions. 

Currently, this audience targeting option is available ONLY for Personalization experiment in PageSense.

Example:
Say you run an air conditioner business online, and you want to serve advertisements to visitors who live in the hot region with a temperature above 30 degree Celsius. 

Key takeaway:

• Lets you connect with your customers instantly and deepen your relationship based on what’s happening all around them.
  

• Weather-based targeting helps enhance sales during certain seasons or days of the week.
  

Combine multiple audience segments

For instance, people from India living in the hot region with a temperature greater than 30 degree Celsius can be shown products like cotton sunglasses, air conditioners, and swimwear.

2. Enter a Name and Description for your custom audience in the text box.

3. From the Segment dropdown, choose Weather then enter the corresponding Modifier as is greater than, and Value as 30 Celsius within the specific fields, for targeting your audience.

4. Click the + icon and choose the AND operator to define the next condition.

5. From the Segment dropdown, choose Visitor Type then enter the corresponding Modifier as equals and Value as New for targeting your first time visitors as shown in the figure below. 


6. Click the Save Audience button. 

The saved segment will appear under the Custom Segments section across all of your experiments in PageSense. You can apply this for any test. 

Example 02: Target experiment based on language and device type

Say you own an elearning website, and you want to show a promotional banner on the new english language course to a set of audiences who are non-native speakers of English, for example, Spanish, French, Chinese, Arabic, Portuguese and others and who access your website on smartphone devices.

Use the steps below to create your custom audience segment that targets your experiment to visitors based on the Device and User options, as shown below.

Format:
<script>
window.pagesense = window.pagesense || [];
window.pagesense.push(['trackUser', <<User Information Json>> ]);  
</script>

Example:
<script>
window.pagesense = window.pagesense || [];
window.pagesense.push(['trackUser', {'native_language':'English'} ]);
</script>

2. Click the +Custom audience button under the AUDIENCE page of your experiment.

3. Enter a Name and Description for your custom audience in the text box.

4. From the Segment dropdown, choose User then enter the corresponding Key as native_langauge, Modifier as not equals, and Value as English as shown in the figure below.

5. Click + and choose the AND operator to definethe next audience condition.

6. From the Segment dropdown, choose Device then enter the corresponding Modifier as equals and Value as Mobile for targeting your audience as shown in the figure below.