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Optimizely Knowledge Base

Segment your results in Optimizely X

This article is about Optimizely X. If you're using Optimizely Classic, check this article out instead.
 
relevant products:
  • Optimizely X Web Experimentation
  • Optimizely X Web Personalization

THIS ARTICLE WILL HELP YOU:
  • Segment your Results page to see how different groups of visitors behave
  • Identify if certain groups of visitors behave differently from the your visitors overall
  • Use default segments or create custom segments using attributes

By default, Optimizely shows results for all visitors who enter your experiment. However, not all visitors behave like your average visitors. Optimizely lets you filter your results so you can see if certain groups of visitors behave differently from your visitors overall; this is called segmenting.

In Optimizely X, you can always filter results with default segments that we capture automatically. Or, you can add custom attributes to your experiments and campaigns. Then, segment by these attributes for a more granular view of visitors who are important to your business.

For example, imagine you run an experiment that tests a pop-up promotional offer. This generates positive lift overall, but when you segment for visitors on mobile devices, it's a statistically significant loss. Maybe the pop-up is very disruptive on a mobile device, or it's difficult to close. When you implement the change or run a similar test in the future, you might consider excluding mobile visitors based on what you've learned.

Segmenting results is one of the best ways to gain deep insight beyond the average visitor's behavior. It's a powerful way to step up your experimentation program.

Unlike segments in Optimizely Classic, Optimizely X currently does not offer segmentation by audience.

Default segments

By default, Optimizely captures a few default attributes that you can always use to segment your Results page:

Browser

Firefox

Google Chrome

Internet Explorer

Opera

Safari

Unknown

Campaign

Visitors who enter the experiment with the parameter utm_campaign will capture the parameter value. Use this to value to drill down into campaign keywords like “holiday_sale". There is a 20-character limit for values; longer values will be truncated.

Device

Other tablet

iPad

Desktop

iPhone

Other phone

Referrer

 

Source

Campaign: Contains users that arrive on a URL containing a 'utm_campaign,' 'utm_source,' 'gclid,' or 'otm_source' query parameter. If the URL contains one of these parameters, the visitor will count as "Campaign" traffic even if they arrived through search.

Direct:  Includes all users who do not have any external referrer in their URL.

Referral: Includes all users that come from another URL that doesn't count as Campaign.

The "Source" value is based on the document.referrer value in the browser, with the exception of "Campaign." This means a visitor's "Source" type value may change as they navigate your site.

For example, imagine a checkout flow that includes a step where the visitor goes to a third-party site or different subdomain, then returns to your site. The visitor would have an original "Source" value (campaign, referral, or direct) until they leave the site. Once the visitor returns, they'll have a "referral" value because Optimizely detects that they went to another site.

On your Results page, you may see the same visitor's conversions in segments for different "Source" values. For example, conversions that the visitor made before leaving the site will show up in "campaign" or "direct." And conversions triggered after the visitor returns will show up in "referral," without affecting the earlier conversions.

Custom segments

In Optimizely X, customers with Enterprise Professional and Enterprise Premium accounts can create custom attributes and use them to segment the Results page with more granularity. Custom attributes describe key characteristics of your different visitors.

For example, you might create a custom attribute that targets by "plan type," which includes the values basic, plus, and premium. You can use these to segment your results and identify when visitors with a basic plan behave differently from visitors with a premium plan.

Here's how to create a custom attribute in Optimizely X. Use them to segment your Results page in the exact same way as default segments, described below.

Do custom attributes sound a lot like custom dimensions in Optimizely Classic? They're the same concept with a new name in Optimizely X. We've raised the limit from 10 custom dimensions to 100 custom attributes. 

If you've been using custom dimensions, you can keep using them to segment results in Optimizely X. Learn more about custom attributes versus custom dimensions, and how you can use dimensions in Optimizely X.

Segment the Results page

You can segment your entire Results page or the results for an individual metric. Segmenting results helps you get more out of your data by generating valuable insights about your visitors.

Under the Segment dropdown, you'll find default segments, custom segments, and custom dimensions (from Optimizely Classic) all in the same place.

 

  1. Navigate to your Results page.

  2. Click Segment and select an attribute from the dropdown.

How visitors are counted in segments

When segmenting results, a visitor who belongs to more than one segment will be counted in every segment they belong to.

Below are two examples that illustrate how visitors and conversions are counted.

Imagine that a visitor enters an experiment with the basic plan type (attribute name: "plan type", value: "basic") and triggers a conversion event. How is that visitor counted?

  • If you segment the Results page for the basic plan type, the visitor is counted once and the conversion is counted once. 

Now, imagine that same visitor upgrades to a premium plan and enters the experiment again. They trigger a second conversion event. How are they counted?

  • If you segment the Results page for the premium plan type, the visitor and conversion is again counted once. If you segment for the basic plan type, the visitor is counted once. 

  • In the overall view of the experiment, only one visitor and one conversion event is counted, since the visitor has the same unique user ID.

Imagine that a visitor enters the experiment with the basic plan type but doesn't convert. The same visitor comes back to the experiment with a premium plan and now triggers a conversion. How is that visitor counted?

  • If you segment the Results page for the basic plan type, you'll see one visitor but no conversions.

  • If you segment the Results page for the premium plan, you'll see one visitor and one conversion.

  • In the overall view of the experiment, you'll see one visitor and one conversion event.