5 Ways to Segment App Users for E-Commerce Apps

Posted on April 13/04/18

User segmentation enables the e-commerce businesses to focus on particular user groups in an efficient manner. Users prefer to install e-commerce apps that are not just interactive but also provide the best customer experience. Companies have accumulated years of data to fully understand the users and their interaction with the brand. In order to know what people need and want from your app, you have to combine user demographic and behavioral data with the data of user feedback.

In this blog post, we’ll be discussing 5 different ways to effectively segment your users for the e-commerce application, to know their behavior and buying patterns.

In e-commerce, one-size does not fit all. A segmented approach is needed to improve your e-commerce business. Your customers and potential customers or visitors of your e-commerce apps come from different cities, purchasing preferences and habits.

Who is your customer?

Your potential customers can be drilled down based on their app launches. Are they logged in while they are using your app or not? Are they first time users of your app or returning users? Deciding which crowd is your loyal customers will do you good.

You don’t want to treat them the same as every other customer. They are your assets and you can learn from them. Thinking about your loyal users will gain you some insight into how and why have they become loyal in the 1st place. You might be able to expose other customers to their experiences to create more loyal customers as well.

When was the last time they purchased in your app?

You might want to break down your user data according to their activities in the last month. Have they shopped in the last 30 days or not? If your user has not been to your app for a while it might be time to send some sort of a discount coupon or a special campaign with free delivery options. You have to lure them back to your app before losing them to your competitors. If they have bought some product only 3 months ago it is reasonable to think they are more willing to shop with a little incentive.

This approach helps your business to not lose customers because of neglecting them. Don’t be forgotten. You can create a data break down according to your customers’ last shopping date. If they shopped within last month put them on the recent shopper's segment.

Who are my Gold Users?

Your users might be shopping frequently for your apps and be loyal. But, another thing to consider is which users are the big spenders. Customers with high cart values deserve more of your attention.

You need to make their experiences better in order to keep them. You know they are worth your time. To create your high cart value segment you will need to set a threshold for a purchase. If any of your customers spend over that threshold they will be identified as the big spenders

Where are they from?

Another aspect of user segmentation is location. Your users can be from different cities, countries or neighborhoods if you are a local business. It is beneficial to segment them accordingly so you can specialize according to the local needs.

If the customers from New York are mostly shopping for clothing make sure to send them a discount one in a while. They will appreciate it the most. If they are from Los Angeles where it rains in the Spring too much, you might want to put your umbrellas, raincoats in the main page or send them e-mails/push-notifications specifically reminding them of the upcoming seasonal change and how you can help out.

What Devices are they In?

Knowing how your users are using your apps will enhance your knowledge about them and how to make other potential users reach you. When we say source, it means browser type, search engine, affiliate or an online advertisement.

You will be able to differentiate which source is your strong suit and follow that to gain more customers. Another point is which device they are using. The devices may also have smaller or larger screens which can affect the display of the website positively or negatively. Think about that.

About the author

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Pavithra is based out in India, and she loves blogging, traveling and doing cool stuff in data understanding and visualization.

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