Our customer segments feel outdated. The market has shifted a lot in the last year.
I’m curious if this is affecting our conversions or if I’m just worrying too much about it.
Same thing happened to us. Ran segments from 2022 to mid-2023 and watched our CTR tank 30% without knowing why.
I refresh segments quarterly now. Takes 2-3 hours to pull data and catch changes. Last time I checked, our main segment had shifted from 25-34 to 35-44 year olds - totally different messaging.
If your market shifted that much, it’s bleeding money. Check your recent conversion data and see if demographics match your targeting.
Check your conversion rates by segment first. If they dropped, there’s your answer. I update segments every 6 months minimum, but with how fast markets have been shifting lately, monthly makes way more sense. Pull your last 90 days of user data and compare behavior patterns against your old segments. Look at purchase timing, feature usage, and where people drop off. If the data shows different patterns, rebuild immediately. Outdated segments will kill your performance faster than most targeting screwups.
Updating customer segments is key. Old segments can lead to lost conversions and missed chances.