Averages lie. Your "typical user" probably doesn't exist. Real insights come from understanding how different groups use your product differently. Segmentation transforms a confusing mass of data into clearer stories about distinct user types.
Start with basic segmentation. Geographic location, device type, and acquisition channel often reveal surprising differences. Users from different countries might have completely different usage patterns. Mobile users might engage more frequently but for shorter sessions than desktop users.
Behavioral segmentation goes deeper. Group users by actions they take or features they use. Power users who engage daily have different needs than casual visitors. Users who invite friends behave differently than those who use your product alone. Purchase history, feature adoption, and support ticket creation all provide meaningful ways to segment.
The most valuable insights emerge when you combine multiple segments. New mobile users from paid ads might have unique characteristics that you'd miss by looking at each factor separately.[1]
Pro Tip: Create behavioral cohorts based on actions taken in the first week to predict long-term retention.
