Common Segments - Use Cases and How to Create Them
Below you’ll find a selection of popular segments in FirstHive CDP to help you get started. Each segment comes with instructions for defining them and examples of the types of questions they might help you answer.
Segment: Customers
Segment Definition Customer profile where Ecommerce status = Ordered OR Customer profile where Ecommerce status = Ordered + Abandoned Cart
Questions to ask…
- What content or campaigns were most effective in driving purchases?
- Did customers engage with product videos before buying?
- Are customers reading and acting on reviews?
Segment: Returning Customers
Segment Definition
Visit Ecommerce status at the end of the visit Is ordered AND Number of Visits Greater than 1
Questions to ask…
- Are returning customers finding and purchasing the products they initially searched for?
- Do they navigate your store or channels differently from new customers?
- Are you repeating unnecessary onboarding or funnel steps for them?
Segment: Bounced Customers
Segment Definition Number of Interactions Equals 1
Questions to ask…
- What content or landing pages are causing customers to drop off immediately?
- Which campaigns or keywords drive high bounce rates?
- Why are these customers not engaging further — is it misaligned messaging, UX gaps, or irrelevant targeting?
Segment: Mobile Customers
Segment Definition
Device type Is feature phone OR Device type Is smartphone OR Device type Is phablet OR Device type Is tablet
Questions to ask…
- Do mobile-first customers engage differently with your content compared to desktop users?
- Do they convert (purchases, sign-ups, leads) at the same rate as desktop customers?
- Are any mobile experiences broken or under-optimized?
Segment: Customers from Your Geographic Region
Segment Definition
Country Is XX AND Region Is XX
Questions to ask…
- How do local customers behave compared to your broader audience?
- What proportion of high-value conversions are coming from your target regions?
- Are your campaigns reaching local customers effectively, or are you spending too much on irrelevant traffic?
Segment: Customers from Search Engines
Segment Definition Channel Type Is search
Questions to ask…
- Which keywords or search campaigns are driving the highest conversions?
- Are search customers behaving differently from those acquired through social or paid ads?
- How can you double down on high-performing queries and reduce spend on low-performing ones?