Segments allow you to filter your results, giving you valuable insights about different groups of visitors. This feature can help inform the next steps you should take in your testing program. This video shows you how to filter by segments on your results page.
Up this point, we've given you the knowledge necessary to interpret the data you see on the Results page. But what about the data you don't necessarily see? How can you slice and dice your data to see patterns that may not be immediately noticeable?
Segmenting your results - or drilling down into your audiences to analyze how different groups behave - is a powerful way to learn more about how visitors respond to changes to your site. Think of the overall results of your experiment as an average across all your visitors. Not all visitors behave like your average visitor. A returning visitor may have different needs and expectations from a new visitor, for example.
In the results below, the “Text CTA” variation is a clear winner with lifts in conversions across all goals.
But if you segment for Mobile Visitors only, you see that the “Text CTA” variation is a clear loser for those visitors. Moreover, the “Pop-Up” variation - which hasn’t reached statistical significance for all visitors and aggregate (see the image above) - is driving statistically significant losses across all goals for Mobile visitors (below).
Segmenting your results helps you surface important information about your visitors that’s lost in the aggregate view.