Different people with various interests and goals visit your site, so it is clear that we should communicate with them in different ways. Segmentation will help you.
You can select and save any group of leads (segment) based on their events and properties.
Go to the Leads tab. On the left there is a segmentation panel:
- List of saved segments
There are some segments by default: "Have a name", "Have an email", "Yandex channel", etc. Clicking on these segments will allow you to see a list of leads that match the filters in this segment:
- Show including filters
All - corresponds to the logical "AND";
Any - corresponds to the logical "OR".
- Lead properties
Properties which leads should match. All properties are grouped by sections: basic properties, UTM tags, geography, online stores properties, custom properties.
You can configure filtering by type depending on the information that is recorded as an attribute. Here are some types of properties:
Defined- will show leads who have configured properties (for example: email defined- means that the system will show all leads who left an email).
Not defined- this properties is not defined (for example: the system will show all leads without email).
Number- all conditions are set by numbers (greater than, less than, equal, not equal, in the range).
Line- all text data is set here (contains, don't contain, equal, not equal). Example: first domain source "contains" "test.com", it means that the system will show all leads who came from test.com. If you want to exclude test.com then you need to set "don't contain" filter.
Note that in "contain" and "don't contain" filter types you must enter from 3 to 15 symbols.
Date- here you can set date filters (more than N days, less than N days). Example: "last activity more than 15" means that lead was online on your site more than 15 days ago.
Read more about properties in this article.
- Lead events
You can group by lead actions as well. You can filter evens based on number of their performance (defined/not defined and number types), date of first and last event (defined/not defined and date types):
Read more about events here.
A segment can be selected each time or be saved once and used when needed (for sending triggered messages). In order to save your segment click on "Save segment":
- Lead tags
Tag is a special mark which you can add to a lead or a group of leads, so you can easily find them and segment in future.
Tags are differ from properties by not changing dynamically and being set manually. You can include and exclude tags during segmentation. Read more segmentation via tags in this article.
Defined/not defined filter type
You can select "defined" or "not defined" type while lead segmentation.
"Defined" means that one has ever done selected event or has selected property.
"Not defined" means that one never had this event and property has no value or is empty.
1) You have a special offer for leads from Moscow. Lets set segmentation and tell all leads from Moscow about this offer.
Select City (as lead property in Geography) equal Moscow. You can select leads from different cities and countries as well.
If you will need these leads only once, you can select all of them and send the message immediately.
You can save this segment as well, so you could select it while setting auto message in "audience" step.
2) Abandoned shopping cart can be a real problem for online stores. In order to find all leads who added items in the shopping cart and left you can set such segment, so you could send them triggered messages.
We will search for leads who visited shopping cart (it means that they added something to it) but never got to the "Order placed" page. The segment will be the following:
Remember that sometimes you can configure one segment in different ways (depending on filtration) and get the same result.
3) Lets select all leads who have a name and an email, and who wasn't online for more than 7 days in order to call them and offer support. Select the following combination of property (phone defined) and event (session started more than 7 days ago).
Ready! You can lead them further down the funnel.
4) Select all who have "Special offer" tag and who started session more than 14 days ago.
Segmentation allows you to set your online marketing in the most flexible way so it will be easy to correspond every single lead's interests. Find more examples in our blog.