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Geographical personalisation is the latest tool to help website owners identify and serve truly personalised online shopping experiences to customers based on precise location.
Here are our top tips for online marketers looking to boost conversion rates with geo-personalisation:
1. Implement local messages
Align the landing page with local country messages related to your visitor. For example, 'we deliver to the US'.
Alternatively, translate the text to the customer’s local, market language.
2. Don’t forget about the physical store
If you have physical retail stores in an area you can use geo-personalisation to offer order and collect as the primary fulfilment option to save costs and improve conversion for people with time constraints.
Furthermore, over a quarter of onsite visitors research their purchases offline before buying online so target the locals with messages about new store openings happening in their area.
3. Localise special occasions
Make your website feel more personal and align messages around localised special occasions. For example, Thanksgiving in the US or perhaps when Bayern Munich won the Champions League final.
Personalising the landing page to everyone from Munich with a big congratulatory banner will build a relationship with the customer and help drive engagement.
4. Know your seasons
The weather has an interesting effect on conversion rates so whilst it’s summer in the UK and winter in South Africa ensure that you take advantage of country-based geo-personalisations.
5. Know your customers
Understanding your customer base and their known preferences can help you send better and more relevant targeted messages.
For example, your customers in the North of England are tea drinkers but your customers in the South drink coffee; or people on the West Coast buy more swimwear than people on the East Coast.
6. Test, test, test
Not too sure whether you want to implement a change to your website? Then test it out.
For example, test new delivery options such as next day delivery if you order before a certain time in areas where it’s currently not available.