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Segmentation Map

Modified on: Mon, 25 Jul, 2022 at 5:41 PM

Siteimprove's Segmentation Map is a component of Behavior Map. The Segmentation Map is a visual overlay that allows you to compare behavior patterns of different visitor segments. By using the Segmentation Map for your pages, you can learn more about the preferences and habits of your visitor groups.

You can use up to five data points to compare and contrast your segments. The following segment types are available:

  • Location - e.g. countries, regions, cities.
  • Referrers - e.g. search engines, social media referrers.
  • Filters - e.g. Organisation or other available filters.
  • Visitor types - e.g. by Operating system, browser. 
  • Funnels - See the article "What are Funnels?".
  • Monitored campaigns -See the article "Campaign Monitor".
  • Key Metric - Segment your visitors by the Key Metrics you have set up on your account.

Note: Key Metrics (e.g. filtering for newsletter signups) will reflect anyone that clicked on newsletter no matter on what page it was (it’s not specific for the page selected in Behavior Map). So at some point during their visit, the visitor clicked on "sign up for the newsletter".

Segmentation Map Example

In this example, we compare how visitors from Minnesota (US) interact with our selected page vs. visitors from the capital region in Denmark.

We have filtered visitors to show those using a desktop computer to access the selected page, in a particular time frame.


The data shows the following for this page in the selected time period:

USA, Minnesota:

  • 194 visits from desktop users
  • Average clicks on the page, per visit: 1.15

Denmark, Capital region:

  • 361 visits from desktop users
  • Average clicks on the page, per visit: 1.20

The results from the Segmentation Map show us that:

  • Page visitors from Denmark are more interested in reading the company blog (Learn menu).
  • Page visitors from Minnesota are more interested in being able to compare products on the website.
  • Visitors seem to be clicking on non-clickable elements on the front page banner. Knowing this, your business may benefit from making those non-clickable elements clickable to get visitors more engaged with the website, based on this simplified example.

Example of Behavior Map, Segmentation Map

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