Quackback

User segmentation

The process of dividing your user base into distinct groups, or segments, based on shared characteristics such as behavior, demographics, or feedback responses.

What is user segmentation?

User segmentation is the practice of separating users into distinct groups, often called segments or cohorts, based on shared characteristics. Within Quackback, you might segment users based on their activity level (e.g., power users vs. inactive users), subscription plan, geographical region, survey responses (like NPS promoters vs. detractors), feature usage, or custom properties you track.

Thoughtful user segmentation allows product teams to understand how behaviors and needs vary across different groups, enabling personalized experiences and targeted analysis.

Why does user segmentation matter?

User segmentation is crucial for deeply understanding your user base and making informed product decisions. By analyzing specific segments, you can:

  • Identify High-Value Users: Understand the common attributes and behaviors of your most successful or engaged customers.
  • Tailor Experiences: Design different onboarding flows, feature announcements, or surveys for specific user groups (e.g., new users vs. experienced users).
  • Prioritize Development: Focus resources on features or improvements that will have the greatest impact on key user segments.
  • Measure Impact Effectively: See how new features or changes affect different user groups distinctly.
  • Improve Targeting: Deliver more relevant in-app messages, surveys, or support based on user characteristics and behavior.
  • Understand Churn: Analyze segments of users who churn versus those who retain to identify potential reasons and intervention points.

What are common types of user segments in Quackback?

Quackback allows you to segment users based on a wide range of data points. Common segment types include:

  • Behavioral: Based on how users interact with your product. Examples:
    • Number of logins (e.g., logged in > 5 times last month)
    • Specific features used (e.g., used Feature X but not Feature Y)
    • Pages viewed or actions taken (e.g., completed onboarding funnel)
    • Session duration or frequency.
  • Feedback-Based: Grouping users by their responses to surveys. Examples:
    • NPS score (Promoters, Passives, Detractors)
    • CSAT score (Satisfied vs. Unsatisfied)
    • Specific answers to multiple-choice questions.
    • Users who submitted a specific type of feedback (e.g., bug report).
  • Demographic/Firmographic: Based on user or account attributes (requires passing this data to Quackback). Examples:
    • User role or title.
    • Subscription plan type (e.g., Free vs. Pro).
    • Company size or industry.
    • Geographic location or language.
  • Technographic: Based on other tools or technologies used (if data is available). Examples:
    • Users integrating with a specific third-party tool.
  • Custom Properties: Based on any unique data you send to Quackback about your users or accounts.

How do I implement user segmentation with Quackback?

Quackback's integrated platform makes user segmentation straightforward:

  1. Capture Comprehensive Data: Ensure Quackback is tracking relevant user behaviors (via Product Analytics) and collecting feedback (via Feedback Collection). Pass any necessary custom user or account properties to Quackback.
  2. Define Segments: Use Quackback's segmentation engine within Analytics, Feedback, or Engagement features. Combine rules based on user properties, events, feature usage, survey responses, and more to create targeted segments.
  3. Analyze & Compare: Utilize Quackback's Trends, Funnels, and Journeys features, filtering by your defined segments. Compare how different groups behave, convert, or navigate through your product. Analyze feedback responses segmented by user type.
  4. Take Action:
    • Target In-App Messages, Product Tours, or Surveys specifically to defined segments using User Engagement tools.
    • Filter Session Replays by segment to understand the qualitative experience of specific user groups.
    • Use segment insights to inform your product roadmap and prioritize features.
  5. Measure & Iterate: Track how actions taken towards specific segments impact their behavior, satisfaction, and your key business metrics over time.

Example use case

Imagine you want to improve onboarding completion. Using Quackback:

  1. Segment: Create a segment of "New Users (Signed up < 7 days)" who have not completed the core onboarding funnel (tracked via Analytics).
  2. Analyze: Watch Session Replays for this segment to see where they get stuck. Analyze feedback from this group if available.
  3. Engage: Target this segment with an In-App Guide highlighting the next step in the onboarding process or offering help.
  4. Measure: Track the onboarding completion rate for users who received the guide compared to those who didn't.

By leveraging segmentation within Quackback, you can move from generic approaches to targeted, effective strategies for user engagement and product improvement.