The key to mastering something is to understand it. So if you wish to master running your WooCommerce store, you need to understand the various aspects around it.
This might seem like an overwhelming task. But in this article, I will make it simple by helping you understand your WooCommerce store using the art of segmentation.
What Is Segmentation?
Segmentation is the process of filtering data into smaller subsets based on certain common parameters.
Usually, business owners only tend to segment their customers, but you can actually segment much more. Continue reading this article to discover various ways you can segment your data.
Segmentation is a key technique used by all the top marketing gurus. It has multiple advantages. Let’s take a look at some:
- Send targeted emails – Instead of sending one blanket email to your entire customer list, marketers advise you to first segment your customers. Then create special pitches for each of your created segments. Sending out such targeted emails improves open rate and click rates. Fun fact: According to a survey, segmented email campaigns have 14.31% higher open rates and saw 101% more clicks than non-segmented campaigns.
- Improve customer support – Using segmentation, you can find your best customers. You can then use this critical information to provide top-class service to these customers.
- Identify trends – Segmenting your sales data helps you analyze the health of your business. You can easily spot opportunities like which products are trending, which products are crashing down etc.
- Improve social media marketing – Using segmentation, you can figure out the exact locations of your customers. You can also check the personas of your best customers and try creating a lookalike audience of your best customers. You can then use all this information to run more successful ad campaigns.
- Make your web copy more effective – Once you identify your loyal customers, you can then improve your website copy, keeping these customers in mind. Identify their major pain points. Then showcase these pain points along with the solution in the customer’s language. This will help increase website conversions.
These examples are just the tip of the iceberg. Segmentation is vast, and there are multiple ways you can use it for succeeding in your business.
Let’s see how much of this is possible within a WooCommerce setup.
How To Segment WooCommerce Store Data?
WooCommerce has some basic filters that can help you segment orders based on order status, month, and customer who made that order.
Once you use these filters and create your segment, the next step is to export this segment as a CSV. Unfortunately, export is not a core feature within WooCommerce. You will need to add a paid plugin for it.
But export is not the only limitation. Segmentation in core WooCommerce is overall limited.
One workaround is to approach a developer. He can run SQL queries on your store’s database and try extracting various segments. Once you have extracted the CSV, you can then perform various excel operations to filter the data further.
But sadly, even that’s not the silver bullet. This manual process of exporting and filtering data is not only time consuming, but it also has some key limitations:
- You might not get all the data you wished for.
- It’s difficult to save and reuse these segments.
- Managing them is a hassle.
- Need to have technical and excel knowledge.
Most store owners reach this point and give up on segmentation. But there is a way out.
Putler is a third-party tool that makes segmenting (along with other things) in WooCommerce an absolute cakewalk.
WooCommerce Segmentation With Putler
In a nutshell, Putler is a business analytics and insights tool for WooCommerce. It pulls data from single/multiple WooCommerce stores (as well as 17+ top services like payment gateways, shopping carts, Google Analytics ) and provides detailed reports on Orders, Products, Customers, Subscriptions, and Website Audience.
Along with the segmentation, Putler also provides other useful features like forecasting, goal tracking, performance comparison, personalized insights, and more. For now, let’s focus on segmentation.
Once you connect your WooCommerce store within Putler, you instantly get access to multiple ready-to-use and custom filters. You don’t need any technical knowledge to use them. They are simple, and you can start creating and saving segments by the minute.
Customer segmentation is the most popular form of segmentation. Putler has a dedicated dashboard for customers along with some customer-specific filters. You can easily select whichever filter (or group of filters), and Putler will instantly pull all the customers that satisfy the selected filter(s). You can then export these customers as a CSV.
NOTE: Putler has a very flexible date picker. Make sure to select the date range before selecting the customer filters.
Using Putler, you can filter customers based on:
- Products Attributes
- Revenue Contribution
- Customer Since
- Customer Type
- Total Orders
Core WooCommerce provides some basic order filters, but Putler enhances it further. You can easily filter orders based on the order status, location, refund rate, and more.
Order filters available in Putler:
- Order Status
- Amount Range
This is the most underrated form of segmentation, but it does have some key benefits. Putler has some well-thought filters that help you make the most of product segmentation.
Using Putler, you can filter products based on:
- Quantity Sold
- Average Price
- Refund Percent
- Product Attributes
- Product Categories
Now you might think, that’s a pretty exhaustive list of filters. But how will you actually put them to use? Don’t worry, I got you covered.
Practical Ways To Use Segmentation In WooCommerce Store
Here are some ways when segmentation in the WooCommerce store can be useful:
- Run geo-targeted campaigns/ offers – Once you segment your customers based on location, you can then send them offers during their respective festivals. This form of personalization will increase brand likeability and also help you earn some extra bucks.
- Find pricing sweet spot – Find which price range has most of your customers. You can easily figure this out using Putler’s ‘Revenue Contribution’ filter in the Customer Dashboard. Since the price range has the most customers, it is safe to say that your audience likes this price point. You can use this information to reprice products with low sales or increase the prices of products.
- Send emails based on order status – As store owners, you need to track statuses like a refund, failed, pending, etc. You can export these segments and then send them targeted emails like feedback emails, dunning emails, etc.
- Find top buyers – Segment customers based on the number of orders they place in your store. Big buyers are the best customers, and there is a tendency that they will buy even more. So you must capitalize on this and upsell them from time to time.
- Reduce refunds – Find the products with the highest refund rates. Try collecting customer feedback from customers that have asked for a refund for those products. Figure out what can be improved and work on it. This will help reduce, if not eliminate, the refund rate for those products.
- Make smarter inventory decisions – Suppose your product has variations, then you can look at which variation is more popular among your customers and which is the least popular. You can use the Product Attribute Drilldown on Putler’s Customer Dashboard to identify the customer strength for each of your product variations. Once you find your most popular variation, make sure you restock it. As for the least popular variation, you can decide to shelf it completely or order less stock.
- Identify new customers and make them feel special – First impressions are critical. Using the Customer Type Drilldown from Putler’s Customer Dashboard, you can easily spot who are your new and returning customers. We recommend you check for new customers at the end of each month. Then export a CSV and send them a warm welcome email.
- Find your best sellers – Keep an eye on the best-selling products. Use the popularity of these products to then sell complementary products or products that have low sales. Some interesting ways you can achieve this are by; creating upsells or creating bundles, or simply promoting the complementary/low selling product on the sales page of your best sellers.
Using Segmentation In WooCommerce Conclusion
I hope this article sheds some light on how you can start using segmentation in your WooCommerce store. Segmentation is a really powerful feature, and the ways to use it are endless. So do try out the above segmentation hacks.
I’m sure with the right tools like Putler, you can achieve a lot using segmentation on your WooCommerce store. For more info, check the Putler review and feel free to sign up for Putler’s 14-day free trial, and share your experience of using segmentation in the comments below.
Andrea Juliao is the Head of Marketing at Putler. She specializes in digital marketing and enjoys driving customers to success. Outside the office, she is a keen football enthusiast, an upcoming baker, and a food blogger.
DISCLOSURE: Posts may contain affiliate links. If you buy something through one of those links, I might get a small commission, without any extra cost to you. Read more about it here.