Conversion Optimisation

Segmentation

Definition

Dividing users into groups based on shared characteristics or .

In practice

Used to understand differences and target more effectively.

The reality

If too broad, it becomes meaningless.

Plain English

It is grouping people so you can understand and respond to important differences.

Related Services

Conversion Optimisation User Experience Digital Strategy

Related Guides

Behavioural Segmentation

Related Terms

Behavioural Segmentation

User Motivation

Audience

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UX, research and product leadership for teams tackling complex digital services. The work usually starts where things have become harder than they need to be: unclear journeys, inconsistent products, competing priorities, or teams trying to move forward without a clear direction. I help simplify the problem, shape the right next step, and turn complexity into something people can actually use.

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Previous feedback

I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.

Will Parkhouse

Senior Content Designer

01/20