Ensuring your website and apps are optimised for conversion is really important, and of course that includes ensuring that geo-targeting is implemented effectively. We are going to focus on retail websites which consumers access from a range of global locations. The question is, how can a retailer use a single core infrastructure but still appeal to a wide and diverse audience all at once? The answer is geo-targeting.
Geo-targeting works by identifying the visitor’s location from their IP and or Wi-Fi data, and then serving content specific to their location. This could be done at a country level, or even more specifically at a city level. For example, if you visit sites such as Groupon, they will usually identify the city you are located in. From here it is far easier to target very specific products and offers at the consumer level.
What can retailers do once they know the location of a consumer? First and foremost, the retailer might consider changing the site language and possibly the payment currency. They may also have different product ranges for different locations. For example, a clothing line offered in the USA may be quite different to what is appropriate to offer in the UAE. It is also possible to have a number of marketing campaigns and serve those based on the location of the consumer. As well as this, the visual elements on the website may differ depending on the consumer’s location. All of their tailored elements are designed to offer the consumer a more personalised experience, hopefully with the result of increased conversion rates.