How Customer Segmentation Can Enrich Your Shopify Ecommerce Sales

by Micah Elerson

How Customer Segmentation Can Enrich Your Shopify Ecommerce Sales

What exactly is customer segmentation in ecommerce? Simply put, it's the process of dividing your customers into groups and cohorts based on shared characteristics, such as demographics, behaviors, and preferences. By doing so, you can tailor DTC ecommerce marketing efforts to each segment's unique needs and desires, ultimately leading to greater satisfaction and loyalty.

It allows you to identify your most valuable customers and focus your efforts on retaining them. Additionally, by gaining a deeper understanding of your customers, you can craft more targeted marketing campaigns and create personalized experiences that resonate with them on a deeper level.

Let's explore some benefits, best practices, and examples of successful customer segmentation for Shopify stores, and see how you can implement these strategies for your own business.

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Benefits of Customer Segmentation for Ecommerce Businesses

As an ecommerce business, your customers are the lifeblood of your success. That's why it's so important to understand their behavior and preferences, and this is where Shopify Customer Segmentation comes in. By segmenting your customer base, you can gain valuable insights into their interests and needs and use this information to improve their overall experience with your brand.

One of the key benefits of customer segmentation is that it can lead to an improved customer experience. By tailoring your messaging and offerings to specific customer groups, you can ensure they receive relevant, personalized communications that resonate with them. This can lead to increased customer satisfaction and loyalty, ultimately driving revenue growth.

Customer segmentation can also help you to retain more customers over the long term. By identifying the customers who are most likely to churn, you can take proactive steps to keep them engaged and invested in your brand. This might involve sending targeted offers, providing personalized recommendations, or engaging with them more frequently to build a stronger relationship.

It can also help you to create more effective marketing campaigns. By understanding the different segments within your customer base, you can tailor your messaging and promotions to specific groups, increasing the likelihood of a positive response.

Best Practices for Shopify Customer Segmentation

Customer segmentation can be a powerful tool to help ecommerce businesses enrich sales and improve customer satisfaction. According to Klaviyo , a highly segmented audience can return 3x the revenue of an unsegmented audience, with half the unsubscribe rate to boot. So, how do you create a highly segmented list?

Klaviyo recommends targeting 5% or less of your total customer base and defining the segment by two or more conditions, such as location and gender, along with specific recipient behavior. But the question is, how do you segment your entire customer base into 20 different yet intentional groups? This is where Fairing comes in.

Fairing's post-purchase surveys offer more than just attribution insights. They also help you learn what customers want and how they want to be segmented. Customers want personalization, but they want it on their own terms. So let them self-segment .

Collecting customer data

When it comes to best practices for segmentation, it all starts with collecting customer data. This means gathering information such as purchase history, demographics, and behavior on your website or app. Post-purchase surveys, sign-up forms, and analytics tools like Google Analytics or Shopify's built-in analytics can help you with this.

Identifying customer segments

Once you have collected customer data, you can start to identify different segments within your customer base. This involves grouping customers based on shared characteristics or behaviors, such as age, location, purchasing habits, or product preferences. You can use tools like Shopify's customer groups or third-party apps to automate this process.

Personalizing marketing efforts

Once you have identified customer segments, you can tailor your marketing efforts to better reach and engage each group. This can include targeted email campaigns, personalized product recommendations, or customized landing pages for different segments. By personalizing your marketing efforts, you can improve the customer experience and drive more sales.

By following best practices for collecting customer data, identifying segments, and personalizing marketing efforts, you can get the most out of your Shopify customer segmentation efforts.

Examples of Successful Shopify Customer Segmentation

Now that we’ve covered the benefits and best practices for customer segmentation on Shopify, let’s take a look at some real-world examples of how you can successfully implement this strategy using post-purchase survey data.

“How are you planning to use our product?”

This question is a real powerhouse when it comes to segmentation. It's all about getting those follow-up questions in there to really get to know your customers on a personal level. If you're selling something like mushroom coffee, you might ask your customers if they're interested in:

  • Getting a healthier start to their day
  • Trying an interesting alternative food
  • Saving money by brewing at home

And just like that, you've got some valuable insight into their preferences. Maybe you offer your Money Savers segment a sweet discount, while your Fearless Foodies get early access to new flavors.

See, it's all about giving your customers what they want before they even know they want it. Trust me, the reverse is a bad idea, which is why segmentation is so important.

“Who Is This Purchase For?”

This is a great question to ask after someone's made a purchase. You can set it up in your Fairing Question Stream™ and ask your new customers who they're buying your product for. Are they buying it for themselves, a friend or family member, a co-worker or client, or someone else entirely?

This question can give you some pretty valuable insights into your customers' behavior. For example, if someone says they're buying it for a friend or family member, you know they're a gift-giver. And that means you can tailor your marketing automation workflows to suit their needs.

You can also use this information to clean up your performance metrics and get a better idea of how your customers behave over time.

Plus, gift-givers can often have a more predictable repurchase window than traditional customers. So, keep that in mind when you're crafting your sales and marketing strategies.

“How would you classify yourself?”

This is a great question to ask your customers right off the bat. It's all about testing your core assumptions and getting to know your customers on a deeper level.

Take the example of a niche electronics brand that thought 75% of its customers were professional users. After asking their customers to self-segment as student, hobbyist, or professional, they learned that only 20% of their customers were actually professionals.

Talk about a game-changer! This just goes to show that you can't always rely on your assumptions. Sometimes, you need to ask the tough questions to get the real answers. So, don't be afraid to dig deep and get to know your customers on a personal level. It's the best way to build a loyal following and keep your business thriving.


We've covered a lot of ground regarding customer segmentation on Shopify, but before we say goodbye, let's do a quick recap of the benefits and best practices we've discussed.

Customer segmentation can help you increase customer engagement, improve your marketing efforts, and ultimately enrich your sales. By grouping customers based on shared characteristics, you can tailor your messaging and promotions to resonate with each group better. This can lead to more effective communication, better customer satisfaction, and higher conversion rates.

Regarding best practices, we've covered a few key strategies for effective customer segmentation. First and foremost, be sure to ask the right questions. Think carefully about what characteristics you want to use to group customers, and design your surveys or questionnaires accordingly. Additionally, analyze your data effectively, and use the insights you gain to drive your marketing and sales efforts.

Remember, customer segmentation is about creating personalized experiences that resonate with your customers. By taking the time to understand their needs and preferences, you can build stronger relationships, drive more sales, and ultimately achieve greater success.

If you're not already implementing customer segmentation on your Shopify store, there's no time like the present to get started.

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