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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. 

Ian McCaig

Published 22 October, 2013 by Ian McCaig

Ian McCaig is Founder at Qubit and a contributor to Econsultancy.

29 more posts from this author

Comments (5)

Avatar-blank-50x50

Jean Borgman

Nice tips on geo-personalization, Ian. If I could suggest one more, a best practice, would be to build trust with customers and prospects like a good salesperson would do. One of our retail customers began greeting international shoppers on its website with a welcome message that conveys trust and benefits: "Secure and cost-effective shipping to more than 200 countries, full duties and taxes billed at checkout, direct tracking to final destination, delivery timeframe, etc." Their carting rate increased 162% since launch and they've got plans to add more personalization features.
Here's another good eConsultancy article on how to achieve personalization: http://econsultancy.com/us/blog/63295-simplifying-personalization-three-ways-every-online-business-can-achieve-it-today.

almost 3 years ago

Avatar-blank-50x50

Jean Borgman

Nice tips on geo-personalization, Ian. If I could suggest one more, a best practice, would be to build trust with customers and prospects like a good salesperson would do. One of our retail customers began greeting international shoppers on its website with a welcome message that conveys trust and benefits: "Secure and cost-effective shipping to more than 200 countries, full duties and taxes billed at checkout, direct tracking to final destination, delivery timeframe, etc." Their carting rate increased 162% since launch and they've got plans to add more personalization features.
Here's another good eConsultancy article on how to achieve personalization: http://econsultancy.com/us/blog/63295-simplifying-personalization-three-ways-every-online-business-can-achieve-it-today.

almost 3 years ago

Avatar-blank-50x50

Jean Borgman

Nice tips on geo-personalization, Ian. If I could suggest one more, a best practice, would be to build trust with customers and prospects like a good salesperson would do. One of our retail customers began greeting international shoppers on its website with a welcome message that conveys trust and benefits: "Secure and cost-effective shipping to more than 200 countries, full duties and taxes billed at checkout, direct tracking to final destination, delivery timeframe, etc." Their carting rate increased 162% since launch and they've got plans to add more personalization features.
Here's another good eConsultancy article on how to achieve personalization: http://econsultancy.com/us/blog/63295-simplifying-personalization-three-ways-every-online-business-can-achieve-it-today.

almost 3 years ago

Avatar-blank-50x50

Jean Borgman

Nice tips on geo-personalization, Ian. If I could suggest one more, a best practice, would be to build trust with customers and prospects like a good salesperson would do. One of our retail customers began greeting international shoppers on its website with a welcome message that conveys trust and benefits: "Secure and cost-effective shipping to more than 200 countries, full duties and taxes billed at checkout, direct tracking to final destination, delivery timeframe, etc." Their carting rate increased 162% since launch and they've got plans to add more personalization features.
Here's another good eConsultancy article on how to achieve personalization: http://econsultancy.com/us/blog/63295-simplifying-personalization-three-ways-every-online-business-can-achieve-it-today.

almost 3 years ago

Avatar-blank-50x50

Yamini Sharma

Some pretty good tips here, Ian. I specifically like the one about highlighting special occasions. Definitely works.

almost 3 years ago

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