4Q Now Features Advanced User Segmentation
On the eve of its one year anniversary and after just hitting its 2 millionth respondent, 4Q is evolving to offer advanced user segmentation capabilities, putting enterprise-level power under the hood of this remarkable, free application. You can now use 4Q to capture feedback on visitor path to site and visit frequency. These data points can be analyzed on their own or they can be cross-tabulated with the core 4Q insights on task completion and site satisfaction to give you a clearer understanding of how well your site is catering to the needs of your diverse visitor segments.
These enhancements are immediately available for use. Simply log into your profile to get started (more instructions below).
Why is segmentation important? When Google Analytics rolled out its advanced segmentation capabilities, Avinash Kaushik said basically all there is to say on that topic: “Analyzing data in aggregate is a crime…When you look at all that (data) in aggregate you get nothing…If you want to find actionable insights you need to segment your web analytics data…Then you’ll understand behavior of micro-segments of your website visitors, which in turn will lead you to actionable insights because you are not focusing on a glob rather you are focused on a specific.”
You can now use 4Q to drill down into even deeper strata of insight about your online audience. Visitor frequency data, tied tightly to proven outcome metrics such as task completion and site satisfaction, will help you better execute on distinct content and usability strategies aimed at higher, moderate, and lower frequency visitors.
Some other cool things you can do: use the new segmentation questions to figure out what your new visitors are onsite to do. Do the tasks they are trying to accomplish vary from your repeats? You can easily get conversion data for new vs. returning visitors from any good web analytics tool. But with consumer confidence tanking and credit tightening, visitors are getting more hesitant about plopping down their precious earnings. Moving them down the funnel towards a transaction requires patience and execution on pre-transaction exercises like price shopping, product browsing, and technology research. Are you executing well on these steps for your returning visitors? What are the main pain points for your newbies? Answers to all these questions are now at your fingertips within 4Q.
On top of that, you can now compute task completion or site satisfaction scores for visitors based on their path to site. Want to drill into visitor intent on your top landing pages? Dying to compare task completion scores for visitors driven from offline and online campaigns? Obsessed with grading the quality of the traffic you’re getting from your AdWords campaigns and your big, flashy display ads on CNET? Happily, 4Q can now help provide you with valuable data to solve all of these problems.
As with all 4Q data, real time access to visitor segment results will be available through the powerful, intuitive, and newly-redesigned 4Q reporting interface.
To add these segmentation questions to your existing survey, simply log into your profile and click on “Additional Options” to configure the advanced user segmentation questions. Check off the segmentation question you would like to add and you’re ready to go!
Once these questions are activated within your survey, you can drill into the segmentation results using two brand new reporting tools (housed within our shiny new interface!). You can view the distribution of the path to site and visit frequency results under “Reporting Options.”
Even more excitingly, you can use the innovative new “Filters” menu to apply a specific segment to the report (say, visitors who arrived via SERPs). Once a filter has been applied, you can then drill into the task completion results and open-ended insights for this very specific visitor group. Now, we’re really talking about focus, specificity, and, ultimately, actionable segment-level insight!
