Figuring out where your website visitors are coming from based on geolocation by IP address is a practice marketers have grown accustomed to. Beyond just knowing where users are located, however, how does this kind of data help you understand your audience?
Given that IP geolocation tools and APIs are now freely available on the market, its applications have become more sophisticated than ever. Beyond just knowing the country of each user, you also access a treasure trove of other data including visitor state, city, latitude, longitude, language, time zone & device type.
Ultimately, leveraging geolocation by IP address for your marketing efforts leads to better targeting, a better customer experience, and, ultimately, increased conversion. As Infosys recently revealed, 31% of surveyed customers said that they wished their shopping experience was far more personalised than it is, at present.
Take a look at how you can understand your visitors better with sophisticated location data.
One of the most obvious ways in which you can understand the visitors to your site - with the aid of IP geolocation - is where they live. How’s that for improved targeting!
With this data, you can optimise every part of your website and ad strategy to meet the specific needs of people living in a certain locale. From everything including quirky catchphrases to local events, you can finetune your content and advertising to meet specific needs.
Another way in which you can use geolocation by IP address to understand customers is through data like time and time zones.
While this seems hardly consequential, this kind of information helps you predict when specific groups of users are likely to be active and when they will respond to communications from your company.
This data is especially useful in terms of email campaigns, giving you a more precise idea about when you should reach out to visitors from a particular geographic area. This helps you carry out email marketing that may be more likely to inspire action and conversion!
Knowing what devices website visitors are using to visit your site is another all-important piece of information IP geolocation data yields.
Often, web design and content is created and optimised in a way that benefits each device visitor and to access certain pages. For a company that understands what devices visitors are more likely to use - whether a phone, tablet, or PC - this makes the content creation process more straightforward and intuitive.
If users are more likely to use their phones to visit your site, for instance, you’ll understand immediately that your design needs to be appealing, without too much text, and must load fairly quickly.
For a company that has a significant number of users using PCs, website design can be a little more sophisticated, allowing visitors to explore multiple functionalities within a single page.
Language preferences are another great way to understand your audience and the type of content that’s going to appeal to them.
While page translation tools are fairly effective, there’s nothing like creating content that’s immediately understandable and relevant to users who belong to different language groups. Here, by using site redirection and dynamic content tools, you can easily redirect users to localised versions of your website that provide them with all the information they need to know in a unique, personalised and relevant manner.
This way, you’re sure to create groups of loyal customers who appreciate your effort to make your content matter to them.
Geolocation data has been around for some time, but it’s only now that almost every business is using this information to personalise their approach to specific groups of customers.
By making your content unique, specific, and highly relevant to the interests of your audience, achieving core business goals becomes an easier task. Make full use of the suite of IP geolocation solutions to give your customers an experience worth remembering and coming back for.