How to analyse Segment Behaviour
How to understand interactions, conversions, revenue, and individual shopper behaviour within each segment.
Overview
Segment behaviour shows how different groups of shoppers interact with your store. Each segment includes metrics for interactions, conversions, and revenue, along with tools to explore individual shopper activity. This helps you understand which audiences are most engaged, which ones are most valuable, and how shoppers behave inside each segment.
Segment Behaviour includes three levels of insight:
- Segment level performance
- Shopper level behaviour
- Detailed behaviour profiles for each shopper
These insights help you improve personalisation, refine your targeting, and understand how different audiences move through your store.
Segment behaviour provides a complete view of how each audience interacts with your store and contributes to revenue.
Opening the Segment Behaviour screen
To access segment analytics:
- Open the left navigation
- Click Performance
- Select Segment Behaviour
You will see a table listing all segments, each showing:
- Segment name
- Interactions
- Conversions
- Revenue
- Last updated
- A View button
The Segment Behaviour tab shows performance for every segment you have created.
Understanding Segment metrics
Each metric reflects a different part of shopper behaviour.
- Interactions show how often shoppers in the segment engaged with personalised content
- Conversions show how many orders were influenced by those shoppers
- Revenue shows the total financial impact
- Last updated confirms when the data was last refreshed
Strong behaviour
- High interactions
- Consistent conversions
- Strong revenue influence
Weak behaviour
- Low or zero interactions
- No conversions
- No revenue
Example:
A segment with high interactions but low conversions may be engaging with content but not finding relevant products.
Interactions show engagement. Conversions and revenue show commercial impact.
Exploring individual shoppers in a segment
Clicking View opens the Customer Behaviour Explorer, which shows:
- Customer name or email
- Status (Active or Inactive)
- Orders
- Spent
- Views
- Cart Adds
- Purchases
- A View button for each shopper
This screen helps you:
- Identify active shoppers
- Compare behaviour across individuals
- Spot high intent signals
- Understand which shoppers are close to purchasing
The Customer Behaviour Explorer helps you understand how individual shoppers behave within a segment.
Viewing the Behaviour Profile
Clicking View next to a shopper opens their Behaviour Profile, which includes:
- Total Orders
- Total Spent
- Total Behaviours
- Products Viewed
- Tracked Purchases
Tabs include:
- Overview
- Products
- Searches
- Activity
- Dwell Time
The Action Breakdown shows:
- Recommendation Clicks
- Bundle Views
- Other personalised actions
This helps you:
- Understand what the shopper interacted with
- See which content types they responded to
- Identify preferences and intent signals
- Diagnose why a shopper did or did not convert
The Behaviour Profile gives you a complete view of how one shopper engages with your store.
Understanding High Intent Signals
Your Behaviour Profile and Explorer screens track high intent actions such as:
- Repeat product views
- Cart adds
- Image zooms
- Size or colour selections
- Time spent on product pages
These signals help you identify:
- Shoppers who are close to purchasing
- Segments with strong buying intent
- Opportunities for targeted offers
Example:
A segment with high image zooms and cart adds but low purchases may need stronger incentives or clearer product information.
High intent signals indicate strong purchase likelihood.
Device and Page Type Behaviour
Your Segment Behaviour detail view includes:
- Device Type (mobile, tablet, desktop)
- Page Type (homepage, product pages, collections, cart)
These insights help you understand:
- Where segments engage most
- Which devices convert best
- How layout and placement affect behaviour
Example:
If a segment performs well on desktop but poorly on mobile, you may need to adjust widget placement or spacing.
Device and page type insights help you optimise content for each audience.
Exporting Segment Behaviour data
Clicking Export CSV opens a modal where you:
- Select a date range
- Download a CSV file with all segment metrics
Exporting allows you to:
- Analyse data in spreadsheets
- Share results with your team
- Combine segment data with Shopify analytics
- Build custom reports
Exporting data is ideal for deeper analysis or team reporting.
Using the Summary Report
Clicking Summary Report shows:
- Total interactions
- Total conversions
- Total revenue
- A high level overview of segment performance
This is useful for:
- Weekly or monthly reporting
- Executive summaries
- Comparing segment performance at a glance
The Summary Report gives you a quick snapshot of overall segment impact.
Improving Segment Behaviour
Segment behaviour improves when segments are used effectively in personalisation.
- Assign segments to Smart Content Widgets
- Review segment definitions regularly
- Target high value segments with personalised offers
- Test segments across multiple pages
- Place personalised content higher on the page
- Use high intent signals to refine targeting
Troubleshooting
- Low interactions: Confirm the segment is being targeted by widgets or bundles
- No conversions: Improve the relevance of personalised content
- No revenue: Verify conversion tracking
- Stale update date: Confirm the segment is active and receiving traffic
- Inactive shoppers: Use targeted content to re-engage them
Segments perform best when they are used in multiple personalised experiences.
