50 eCommerce Segmentation Recipes You Can Start Using Today

We've ripped these 50 powerful eCommerce segmentation recipes right out of our cookbook so you can more quickly prioritize experiences with high-value visitors.

Head of Content, Dynamic Yield

eCommerce segmentation is all about activating your most valuable and profitable visitors.

But how do you identify the 1-5% of consumers who contribute up to 95% of revenue in order to invest the right marketing spend and resources on the right people?

Well, you could dive deep into your data, studying unclassified customer segments, understanding your buyer personas, discovering interesting groups, and then analyzing the data to carve out meaningful stories about your visitors.

Or, you could use these 50 proven segmentation recipes we’ve pulled together from years of working with eCommerce sites around the world as a starting point for helping you make that determination.

Feels a little like cheating, but these powerful recipes have been ripped right out of our segmentation cookbook so you can more quickly prioritize, experiment with, and optimize experiences for high-value customers.

Feel free to tweak the conditions (time/values) in each of the eCommerce segmentation examples below as necessary for your site.

Now you’re cooking with gas!

Audience/SegmentDescriptionTime FrameConditions
Purchased in the Past YearUsers who bought something during the past yearPast year<Purchase> event is at least ‘1’ during the past ‘year’
Purchased in the Past 6 MonthsUsers who bought something during the past 6 months6 months<Purchase> event is at least ‘1’ during the past ‘6 months’
Purchased in the Past 30 DaysUsers who bought something during the past 30 days30 days<Purchase> event is at least ‘1’ during the past ’30 days’
Multiple Purchases in the Past YearUsers who completed at least 2 purchases in the past yearPast year<Purchase> event is at least ‘2’ during the past ‘year’
Multiple Purchases in the Past 6 MonthsUsers who completed at least 2 purchases in the past 6 months6 months<Purchase> event is at least ‘2’ during the past ‘6 months’
Multiple Purchases in the Past 30 DaysUsers who completed at least 2 purchases in the past 30 days30 days<Purchase> event is at least ‘2’ during the past ’30 days’
Purchased in Past 6 Months but Not in Past 3 MonthsUsers who completed at least 1 purchase in the past 6 months but in the last 3 months6 months<Purchase> event is at least ‘1’ during the past ‘6 months’ AND excludes <audience> with <purchase> event equals ‘0’ in past three months
Loyal ShoppersUsers who completed at least 7 purchases in the past yearPast year<Purchase> event is at least ‘7’ during the past ‘year’
Frequent BuyersUsers who completed at least 5 purchases in the past 6 months6 months<Purchase> event is at least ‘5’ during the past ‘6 months’
Top Monthly BuyersUsers who completed at least 3 purchases in the past 30 days30 days<Purchase> event is at least ‘3’ during the past ’30 days’
Coupon LoversUsers who completed a purchase using a coupon30 days<Purchase> event is at least ‘1’ during the past ’30 days’ AND <Coupon Usage> is at least ‘1’
Bought Items with 10% DiscountUsers who bought items with 10% discountPast year<Purchase> event is at least ‘1’ AND <Redeemed Discount> equals ’10’
Bought Items with 15% DiscountUsers who bought items with 15% discountPast year<Purchase> event is at least ‘1’ AND <Redeemed Discount> equals ’15’
Bought Items with 20%+ DiscountUsers who bought items with 20%+ discountPast year<Purchase> event is at least ‘1’ AND <Redeemed Discount> is at least ’20’
Multiple Purchases in CategoryUsers who bought at least X items form a specific category during the past yearPast year<Purchase> event is at least ‘1’ AND <Product Purchase Category> event value equals ‘xxx’
Highest Spenders in CategoryHighest spending users in a category with a cart value of over 15% above the average purchase valuePast year<Purchase> event value is above ‘$X’ AND <Product Purchase Category> event value equals ‘xxx’
Unconverted Recommendation Engine ClickersUsers who clicked on at least 2 recommended items during a single session and didn’t buySession level<Recommendation Widget> even click is at least ‘2’ times AND <Purchase> event equals ‘0’
Converted Recommendation Engine ClickersUsers who clicked on at least 2 recommended items during a single session and completed a purchaseSession level<Recommendation Widget> even click is at least ‘2’ times AND <Purchase> event is at least ‘1’
Buyers Following Chat WidgetUsers who initiated a chat and have completed a purchase during the same sessionSession level<Online Chat> event is at least ‘1’ AND <Purchase> event is at least ‘1’
Buyers Following Search ActivationUsers who conducted a site search and complete a purchase during the same sessionSession level<Search> event is at least ‘2’ AND <Purchase> event is at least ‘1’
Conducted Site Search But Did Not ConvertUsers who conducted a site search but didn’t complete a purchaseSession level<Search> event is at least ‘2’ AND <Purchase> event is ‘0’
Big SpendersUsers who completed a purchase with a value of over 15% above the average purchase value30 days<Purchase> event value is above ‘$X’ AND event is at least ‘1’ time
VIP ShoppersUsers whose Lifetime value exceeds X amountLifetime<Lifetime Value> value is above ‘$X’
Shopping Cart AbandonersUsers with items in their shopping carts from previous sessions but without any purchases7 days<Add to Cart> event 0 AND <Purchase> event equals ‘0’
Product-Focused ShoppersUsers who completed a purchase during a relatively short timeSession level<Purchase> event is at least ‘1’ AND <Time to Purchase> value is at most ’15’ minutes
BrowsersUsers who spend a relatively great deal of time on the siteSession level<Purchase> event is ‘0’ AND <Time of Session> value is at least ‘4:30’
ResearchersUsers who spend a lot of time exploring a specific product pageSession level<Pages Per Session> is at most ‘3’ and <Viewed Page Type> contains ‘Product Pages’
Bargain HuntersUsers who are on the lookout for the best available deals6 months<Cateogry Sorting Type> is ‘Price: Low to High’ OR <Page Visited> is ‘/on-sale/’ at least ‘5’ times
One-time shoppersSingle session users who completed a purchase6 months<Purchase> event is at least ‘1’ during the past ‘6 months’ AND <Sessions Per User> is exactly ‘1’
Female ShoppersFemale shoppers with past purchasesLifetime<Purchase> event is at least ‘1’ AND <Gender> equals ‘Female’
Male ShoppersMale shoppers with past purchasesLifetime<Purchase> event is at least ‘1’ AND <Gender> equals ‘Male’
Goal Oriented shoppersUsers with a high purchase intention who search for a specific productSession level<Landing Page> is ‘product page’ OR <search> event is ‘model number’
Window ShoppersUsers who browse PDP’s without high purchase intentionSession level<Purchase> event is ‘0’ AND <Pages Per Session> value is at least ‘5’ AND <Viewed Page Type> is ‘product pages’
Psychological OwnershipUsers who add items to cart with no intention of purchasingLifetime<Purchase> event is ‘0’ and <add to cart> event is at least ‘2’
MaximizersUsers who browse entire product category before making a decisionSession level<Pages Per Session> is at least ‘3’ AND <Viewed Page Type> is ‘category pages’ AND <Event> is ‘reached category end’
SatisficersThe opposite of maximizers, users who purchase the first product that matches their criteriaSession level<Purchase> event is at least ‘1’ AND <Viewed Page Type> is ‘product page’ at most ‘2’ times
Brand fansUsers who are interested the highest-rated productsLifetime<Cateogry Sorting Type> is ‘Most popular’ AND event is at least ‘5’ times
Logged-in visitorsUsers that have opted-in or created a user accountLifetime<Event> is ‘created account’
Newsletter RegisterersUser that have signed up for the newsletterLifetime<Event> is ‘newsletter signup’
Email VisitorsUsers who arrived via email campaignSession level<Traffic source> is ’email’ AND <Campaign> is ‘newsletter / specific email campaign’
Local ShoppersUsers who made purchase from the same location as online storeLifetime<Purchase> event is at least ‘1’ AND <City> equals ‘business’s city’
Distant ShoppersUsers who made a purchase from location different than location of online storeLifetime<Purchase> event is at least ‘1’ AND <City> does not equal ‘business’s city’
Geo-Location ShoppersUsers who make a purchase from a specific geo-locationLifetime<Purchase> event is at least ‘1’ AND <City> equals ‘customer’s city’
Mobile App ShoppersUsers who made a purchase from a native appLifetime<Purchase> event is at least ‘2’ AND <Event> equals ‘mobile app purchase’
Affiliate Site ShoppersUsers who arrived from an affiliate siteSession level<Traffic Source> is ‘stated affiliate’
Added Products to FavoritesUsers who added a product to their favoritesSession level<Event> is ‘add to favorites’
Used Specific Delivery MethodUsers who made a purchase using X delivery methodLifetime<Purchase> event is at least ‘1’ AND <event name> is ‘delivery service name’
Used Specific Payment MethodUsers who made a purchase using X payment methodLifetime<Purchase> event is at least ‘1’ AND <event name> is ‘payment service name’
50 eCommerce Segmentation Recipes You Can Start Using Today
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