Defining Custom Visitor Segments in VWO

This article covers the following:

• Overview
• Create a Visitor-Based Target Audience
• Create an ABM-Based Target Audience

Overview

Visitor segmentation is a way of categorizing your website visitors into groups based on specific criteria such as location, the device used to access the site, the hour of the day, or any other user behaviors. 

In addition to standard behavioral and demographic criteria, you can target high-value B2B audiences using Account-Based Marketing (ABM) attributes and lists managed in VWO Data Studio. This allows you to leverage firmographic data (company details) and contact-level data (individual attributes) imported from your CRM or uploaded via CSV to create precise campaign segments. You can target accounts or contacts in two primary ways:

Properties: Filter visitors based on specific attributes available in their data profile, such as Industry, Revenue, Job Title, or Lifecycle Stage. For example, you can target visitors where the Account Industry is Banking to show them a relevant financial services case study. Or, you can target visitors where the Contact Job Title attribute contains Director, VP, or CXO to offer them a special executive demo.

Lists: Target pre-defined groups of visitors by selecting saved lists (Static or Dynamic) that you have created and managed within Data Studio. For example, you can target a saved list named Churn Risk Accounts (synced from your CRM) with a special discount or retention message.

Visitors belonging to a different subgroup are likely to behave or buy in the same way. You may create segments by specifying the conditions that allow VWO to decide which segment a visitor is eligible for and run the correct test or variation.

After you have enabled segmentation for a test, you can slice and dice the report's data based on the segments you have defined for it. To know more about segmentation in VWO, refer to Using Segmentation in VWO.

This article further outlines steps to create visitor-based and ABM-based target audiences.

Create a Visitor-Based Target Audience

1. Log in to your VWO account.
2. Go to Insights or Testing and select a test you want to work with.
3. On the Configuration tab, click Audience and Traffic.
4. Go to the Custom Segment section, select a category and a condition to run your test for a particular visitor group. Alternatively, go to the My Segments tab and select a segment that you have created.
5. From the first dropdown, select a segment type. To learn more about the available options, refer to Available Options For Configuring Custom Segments.
6. From the second dropdown, select an operation. In the field next to it, enter details for the selected segment condition such as URL details, query parameters, location, and so on.
7. To create a complex visitor segment, use brackets and/or operators to define your conditions.
    
   • If you wish to create a segment with multiple conditions, use Add another condition option to add a new condition.
   • To combine one or more conditions into a compound condition, use and/or operators.
   • Use the Copy option if you wish to clone conditions. For example, if you create a condition and want a similar one with slight changes, you can clone the existing condition rather than creating one from scratch.

Create an ABM-Based Target Audience

1. In the Audience section, go to Custom Segment to create a new ABM-based audience.
2. Under All Visitors, click the first dropdown and select one of the ABM segment types:
   1. VWO Accounts: To target visitors based on account-level (firmographic) data
   2. VWO Contacts: To target visitors based on contact-level data
   3. VWO Account Lists or VWO Contact Lists: To target predefined static or dynamic lists
3. Based on the segment type you select, choose the data source:
   1. VWO: To use data managed directly in VWO
   2. CSV: To use data uploaded via CSV
   3. Salesforce or HubSpot: To use synced CRM data (if enabled)

4. From the attribute list, choose the property you want to target. The list of available attributes varies based on the data source you select (for example, VWO-managed data, CSV uploads, or synced CRM data).

   Note: The attributes shown in the selector are populated dynamically based on the connected data sources and the fields available in each source.
5. Select the operator (for example, Equals, Contains, or Is in list), and then enter the required value.
   For example, VWO Accounts > Industry > Equals > Banking
6. To refine your audience further, click Add another condition and use logical operators (AND / OR) to build advanced targeting rules.
7. Click Save Segment to save the segment for reuse, or click Create to apply the target audience directly to the campaign.

Need more help?

For further assistance or more information, contact VWO Support.