To create segments focused on conversion goals:

1. Go to Settings > Segmentation > Manage segments and click on the Create Segments button.
2. Enter a name and a description for your segment.
3. Open the Activity heading and select the Action that interests you - for example, create a Non-shoppers segment for visitors who haven’t made a purchase: Action not in Sale.
4. Click on Save Segment.

To apply segments to your reports, you need to go to the report you wish to apply a segment to. Note, that a segment is available for use in the reporting interface immediately after it is created. For details on how to apply segments to reports, see How do I apply a segment to my report?.