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When I work on E-commerce projects to identify methods to increase conversion I always start with a structured analysis of current effectiveness of customer journeys using Google Analytics to help identify potential improvements to site page templates to test. Segments are powerful since they help you isolate and compare different traffic sources, so in the screngrab below we have selected organic traffic to just find out how these visitors behave, for example, which landing pages do they arrive on?Note that to encourage usage of Advanced Segments, Google renamed them a couple of years ago to 'Segments' in order to make them less scary and encourage adoption amongst GA users who don't see themselves as advanced. A key part of this approach is to go beyond the headline conversion rate and review …
Timing: Originally announced July 16th 2013, rolled out end August 2013
Recommended link: Google Analytics announcement on new Advanced segmentation feature
I've updated this post as a reminder that this feature is now live in Google Analytics accounts. I haven't seen an official announcement on the GA Blog, but I am now seeing this feature in my analytics at the top of relevant reports:
A couple of points I've noticed now it's live are:
1. It's not actually labelled "Advanced Segments" with a button unlike the original. Instead you see a slightly intriguing circle next to a drop down - not sure that's the best usability decision.
2. By default you get to see all your standard and custom advanced segments together, for example, we have two based on a custom dimension in Universal Analytics…