IP-based geolocation is a powerful technology that has existed for more than a decade. It is being used around the world for various purposes, but more recently, has become more prevalent in the digital marketing realm. Simply put, IP geolocation marketing is the practice of discovering, and using the geographic location of your website visitors, to inform, and achieve, your online business’s overall marketing goals.
To get started with IP geolocation marketing, you have at your disposal a number of tools you can use to help you personalize the content of your website, to reflect the location of your visitors, better understand your target audience, and increase the efficiency of your marketing efforts.
On top of that, these tools can also help you improve your website conversion rates, increase your click-through rates, and optimize your profits.
In this article, you will discover the benefits of using IP geolocation technology in your online business and learn the different ways you can start using IP geolocation to improve your visitor’s experience and increase your website conversion rates.
Why Use IP Geolocation for Your Business
In order to understand the significance of incorporating IP-based geolocation technology into your marketing efforts, let’s take a quick look at its main benefits for businesses of all shapes and sizes, and how the increase in the number of mobile internet usage across the globe has played a vital role in the success of this emerging digital marketing strategy:
- Build highly-targeted audiences
- Delivers geotargeted content and ads
- Helps segment and expand your customer base
- Provides a better understanding of customer behavior
- Improves your website’s user experience (UX)
- Increases the effectiveness of your marketing campaigns
- Measures your results more effectively
- Improves your conversion rates, and sales
In IP geolocation marketing, geotargeting is the practice of determining the physical locations of your website visitors, based on their IP addresses, and delivering personalized, and tailored content according to their location. The location may include country, city, IP address, and other information.
When it comes to the advantages of geotargeted advertising, you have the ability to increase your customer engagement, through personalized content marketing, make your business locally relevant, optimize your advertising returns, improve your website’s user experience, and promote your offers, and discounts to your local audience.
According to one report, visitors are 6 to 7 times more likely to convert when they encounter localized content, instead of content catered to a global audience. What’s more, 75% of respondents, according to the report, indicated that they would prefer to make a purchase from a website that contains localized content.
When you look at the increase in the number of mobile internet usage around the world, the rationale for implementing IP-based geolocation technology is apparent. Recent data indicates that over 225 million American consumers, and 94% of millennials, now own smartphones.
On top of that, American adults now spend more time on mobile devices, about 3 hours and 43 minutes, than they do watching TV, which is at 3 hours and 35 minutes. What’s more, new research shows that 61% of smartphone users are more likely to buy from websites and apps that customize information for their location.
For business owners, and marketers, this clearly shows that, if you want to catch the attention of your target audience, in today’s digitally connected world, you’ll need to promote your products, or services, from where your customers are looking.
Now that you have an idea of why you should be using IP-based geolocation technology in your online business, let’s now take a closer look at five ways you can increase your website conversion rates using geotargeted advertising.
Five Ways to Increase Your Conversion Rates With Geotargeted Advertising
As mentioned above, one of the primary benefits of geotargeted advertising is the ability to segment your target audience based on their location, create, and provide unique and localized content for each country you serve, so you can provide a better conversion for your website, and boost your sales.
Provide Localized Offers By Climate and Culture
To offer localized content for your website visitors, and increase your conversion rates, one of the first and most important steps you can take is to provide your visitors with offers that are relevant to their specific climate, and cultural expectations.
For instance, let’s say you’re in the business of selling thick winter coats. Due to differences in culture, and climate, this product is useless in certain countries, but very useful and popular in other countries.
In this scenario, the best thing you can do here is to display winter coat deals for visitors that access your website from polar and temperate regions, while displaying offers of other types of clothing in other regions.
This might be an overly simplified example, but the concept can be applied in similar ways such as using relevant imagery in your content and using a region-specific tone and language.
Display Your Visitor’s Native Language
Speaking of language, the next step you want to take to personalize the content of your website more effectively is to match your site’s language to the native language of your visitors, while still giving them the option to make a switch between other languages. As alluded to earlier, this isn’t limited to just enabling them to switch between languages. It also means making the effort to use words that resonate more with a particular audience.
For example, what might work in a more progressive country might not get the same response from a more conservative audience. Doing this also allows you to attract more customers globally, improve your website’s user experience, help your customers easily navigate your site, and direct them to take a desired action.
Display Your Visitor’s Local Currency
The next thing you want to do to better personalize the content of your website is to match the currency displayed on your webpage or app to that of your visitors. To do this, you might want to keep it simple, and test this on one of your most popular products, or on your landing pages. Displaying the local currency of your visitors can help them make quicker purchasing decisions and make them feel more valued.
Display Localized Shipping Deals
The next thing you might want to do to succeed on the geolocation marketing path is to display shipping offers, or discounts, that are customized according to the location of your visitors. This takes away a friction point that’s one of the main reasons customers abandon their carts.
By addressing shipping concerns, you take away the question of how the product is going to get to them, being able to focus on convincing them instead that it’s exactly what they want.
Displaying localized shipping deals can help you attract new customers, increase their loyalty, and boost your sales.
Display Contact Details of Nearest Physical Local Stores
Finally, if you have a physical store, in addition to your online business, the last step you might want to take to succeed on the geolocation marketing path is to display the nearest location, and contact details, of your physical stores. There are certain products that customers need to physically see before making a purchasing decision.
So taking the initiative to point them in the right, and most convenient, direction can help you attract more customers, and increase your website conversion rates.
There you have it! In order to increase your website or app conversion rates for your online business, you’ll need to create content that displays localized offers, your visitor’s native language, local currency, localized shipping deals, and contact details of the nearest physical stores. With the help of tools and cheat sheets, these are simple tweaks that can go a long way toward achieving your goals.
This touch of personalization, you’ll find, can greatly impact not just your conversion rates, but also the relationships you have with your customers.