HypedUp E18: Part 1. Audiences, segmentation - are they the same thing?

Is there even a difference?

Hey guys,

Aharon here from Hype Digital. This week’s theme is about the differences between audiences and segmentation and why knowing the difference matters.

The two terms are often interchanged and used to describe the same or similar things, but in truth, there are many important differences between them. Let’s see what this is all about!

In this newsletter:

• Weekly Insight
• Fresh news
• Test of the week

Weekly Insight

The meaning of audiences and segmentation in a CRO context often get overlapped. First, let’s describe what each term is:

• Audiences: An audience is basically a section of your overarching website traffic that you group by defining this section a certain way. For example: Returned vs abandoned users (‘returned users’ are one audience while ‘abandoned users’ are another audience). Another example could be UK users vs USA users etc.
• Segmentation: Segmentation goes a level deeper than audiences and allows you to divide your audience into smaller, more specific audiences based on different factors. Eg. ‘UK customers’ might be an audience, whereas ‘UK customers who visited via mobile’ would be a segmentation. Eg. ‘All US customers who have bought a pair of jeans exceeding $X’ or ‘all European customers who have deposited a certain amount of money in a Sportsbook.’

Matomo has a really nice article explaining this in further depth here

The main need to understand this concept is to help you personalise the content that you are sending or showing your users so that only content relevant to them is being seen.

In CRO, audiences and segmentation play a huge role as the success of your personalisation and optimization strategies depend largely on which audiences and segments you’re testing and how accurate that data is.

Depending on the tool you’re using to run your tests, they will have different functionalities and capabilities in terms of setting up audiences and segmenting those audiences.

Some things to take into consideration might be how to use your testing tools to advise you on:

• What tests to run (A/B vs A/B/C etc.)
• Where to run the tests (specific landing pages or sections on the site)
• How to use the data to accurately build your audiences and create segmentations

Hit us a DM to chat more!

Next week in Part 2, we will dive deeper into how this segmenting and targeting is actually done. For example, using audience segmentation to decide what tests of tests to run and at which part of your website to run them

Fresh News

• We would like to announce the beginning of our journey with GALXBOY - the South African streetwear brand dominating the underground youth street culture!

• We would additionally like to announce our recent partnership with Adjust - the measurement and analytics suite to measure, optimize and scale app growth across all platforms.

We’re super excited to work together by combining Adjust’s advanced app growth and measurement platform with Hype’s testing and research frameworks ??

Test of the week

We tested highlighting the ‘Offers’ header tab in red??

Summary: We ran an A/B test where we simply made the ‘Offers’ nav header copy red instead of black. This is a case where we did not use refined segmentation strategies as we wanted to ensure ALL visitors to the site were bucketed into this 50:50 test.

This test came from the hypothesis that highlighting the ‘offers’ header tab will encourage users to click through to sale page and convert. Small test, big impact.

Testing continuously ties back to the data. We started with checking for high-traffic pages on GA4 and Clarity, which then led us to lock in the missed opportunity on these pages. We worked with the clients’ head of UX/UI and our winning idea below was born. When in comes to testing ideation, two brains are always better than one” - Emily

To find out more about the test results and detailed test metrics, reach out to our CRO team at [email protected] with the subject line “Red Offer Copy”        

That’s it for now.

See you next week!

Aharon & The Hype Team

Who are we and how we can help you? 

Hype Digital is a Conversion Optimization agency specializing in improving your website and in-app conversion rates. 

We help you understand what your customers want and how to get them to do what you want them to do. 

We've helped 100s of brands increase conversion rates through research and experimentation. 

For a FREE chat, reach out to us at [email protected] or contact us through our website.