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One of the biggest no-brainers for any marketer worth his or her salt is that personalisation is the name of the game. Businesses who want to make customers feel like they know and value them, invest in tools and platforms that help them do just this. Here, an IP geolocation service is one solution that’s gaining traction - and for all the right reasons.
Have you ever visited a site that seemed to know where you lived (or at least, where you set your VPN)? Ever been greeted by a banner with localised welcome greetings, directions to the closest store in your area, or even seen prices automatically displayed in local currency? According to Infosys, 74% of customers feel frustrated when website content is not personalised. Continue reading our post to find out how you can prevent justified frustration with a few simple geolocation tools.
Images are powerful visual tools that can leave an imprint on the human mind. As such, targeting the images on your site to the location of each visitor is a strategy that possesses immense value.
Beyond banner images that change based on location (wow!), you can also customise add banners, coupons and discount codes that display only when visitors from certain locations access your site. If your business is one that works with businesses around the world and you wish to inspire confidence among your target audience, you can also change client logos based on the country or region your website visitors are pouring in from.
If used right, this type of IP geolocation service can improve your click-through-rates and, ultimately, your conversion rate. What are you waiting for?
Popups have the potential to be some of the most interactive features on your site, provided that you design them just right. Assuming that this is the case, you can use an IP geolocation tool and display popups to visitors from certain geographies. Beyond promos, discounts, and offers, you can use this service to trigger form and lead-capture elements from certain locations, prompt visitors to switch to a local or regional site (if you run multiple websites for different locations), and notify customers of any new information they need to know.
All of these features can and will make the website or shopping experience much more convenient for your visitors.
Another freakishly handy IP geolocation service is that relating to geo bars. This handy tool allows you to draw visitor attention and ideally, drive conversion by displaying geo bars with location-specific information.
Some of the most common types of geo bars include those irresistible ‘free shipping’ messages you see on certain e-commerce sites or the flashing notification that a particular store/business is now in your location. You can also use geo bars to promote specific products or services, driving visitor attention to high-value or discounted goods.
Dynamic content is an extremely popular feature on many sites. After all, what’s cooler than a site that changes based on where you’re accessing it from?
While these types of tools are particularly well-known for their ability to customise price according to local currencies or change contact information based on where users are from, they can go much further than this. In particular, they help you market products based on geographical availability. This means that if you’re selling baby prams in one or select locations and not in others, you can display these products only to audiences in that geography. You can also tailor otherwise normal website content to the location of your viewer.
For businesses that rely on their website to drive brand awareness or sales, personalisation is a tactic that cannot be ignored. This, however, can’t be done halfheartedly - these strategies must be undertaken with the utmost skill and precision. Fortunately, that’s precisely where a trusted IP geolocation service comes in handy.