Geotargeting or geomarketing is the delivery of different content based on the geographical location of the customer. The location is typically discovered automatically based on the ip address of the user accessing the website. It is a great way to boost e-commerce sales.
A recent report on e-commerce best practices conducted by Monetate highlights effective ways to use geographical data of website visitors to offer personalised content on your E-Commerce website.
1. Act Local
Geotargeting also allows a business to act local. This affects how visitors feel towards your brand and helps you to streamline your messages. E.g. your business can display messages that reference the city where the visitor currently is located. Simple personalized messages such as this allows a business to offer personalized shopping experience to customers.
2. Combine Geotargeted Messages With In-Store Data
Combining geo-targeted messages with in-store inventory can new opportunities to drive online as well as in-store sales. For example, you can use geo-targeted messages to inform a customer if a particular product is out of stock online but available at a nearby store. ?Another option is to promote in-store returns for online shoppers who are near a brick-and mortar location.
3. Display Specific Delivery Options
Delivery options, times and costs can vary based on the location of the buyer. E-commerce businesses can use website visitor?s location to display specific messages about the delivery times and fees for visitors based on their location. Similarly, you can display a message on your homepage to let international customers know in advance if you deliver to their location. This will help reduce cart abandonment during checkout.
Providing only those options that are available in the user?s location, can make your site easier to use. E.g. if express delivery is not available internationally, there is no need to display this option to customers who are browsing your website from overseas.
4. Highlight Location-Specific Offers
You can also use customer?s current location to highlight deals and offers that are specific to that location. This can make your offers more appealing and give customer an incentive to buy. For example, if a business is running a sale or special offer in a specific city or region then this could be highlighted to visitors who browse the website from that location and not to others.
Promoting location specific deals to visitors ensures the right visitors know about the right sale at the right time. This is an effective way to increase conversions on your website.
5. Show Different Content to Returning Customers
The consumer behaviour pattern of returning customers is very different to new customers. Returning customers add products to their shopping carts almost twice as much as first-time visitors, and the average conversion rates of returning visitors is 4.07%, compared to 2.09% for new visitors.
This offers businesses with the opportunity to change content on specific sections of the website based on whether the visitor is a first time or returning visitor. E.g. you can display recently purchased products to returning visitors and bestsellers to new visitors. Similarly, you can give returning customers the option to pre-fill their cart with items they have purchased before.
A similar approach is also used by informational websites to display location specific content. See the example of CNN below.
6. Change Language Based on User?s Location
Another way to personalise your website based on visitor?s location is to translate important elements of the website automatically. Asking international visitors to ?choose their country? and then translate the website halts the buying process and can take them out of the purchasing state.
7. Display The Right Currency To International Visitors
A business can encourage repeat purchases from international visitors by understanding their past behaviors and responding to their needs. Rather than asking a returning visitor to select a currency preference, you can display products in the right currency based on their location or default subsequent visits to the currency they paid with the last time. Just be sure to provide a clear way to switch to another currency option. This can be beneficial if your business offers multiple currency options on the website.
8. Inform Users if Services Are Available in Their Location
A website allows businesses to target a global consumer-base. You can use geo-targeting to display relevant messages on your homepage that let users know if your services are available in their country. You can also inform them if shipping to their country is available. This is a great way to improve the usability of your website and avoid disappointments and reduce cart abandonment.
9. Display Local Testimonials
You can also use the location of website visitors to display geotargeted customer testimonials by highlighting reviews from shoppers in the same area. This makes your business and your website appear more trustworthy can have an impact on buying decision as a visitor from more likely to make a purchase if they see reviews from other customers from the same area.
10.? Use Location to Apply Correct Taxes
This is very important for businesses that sell in different locations. You can use geo-targeting to inform users about the correct taxes that will be applies to products or orders on your website. This is better than applying the taxes during checkout after the customer has entered their personal details. This can reduce cart abandonment during checkout. You still have the option to adjust on checkout if necessary.
Conclusion:
These are just some examples of a business can use geo-targeting to obtain customer?s location to personalize and streamline website content to meet the specific needs of users. The possibilities are endless.
What About You?
Do you display different content to users based on their location? Or have you come across a website that does this effectively? Please share your response by leaving a comment below.
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Source: http://www.kronikmedia.co.uk/blog/geotrageting-boost-ecommerce-sales/6074/
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