Geo-Targeting

How to Use Geo-Targeting to Increase Conversions

Introduction

80% of customers claim that the experience a company delivers to them is just as valuable as the products/services that it offers. Customers expect highly relevant content and ads to engage and interact with. Therefore, one of the marketer’s top priorities is to deliver a smooth online experience. These days, offering visitors nonspecific content and generic ads are simply unacceptable in case of geo-targeting.

If you target visitors in different cities, states, countries, regions, or even continents, these customers’ expectations and needs often differ from location to location. This is why marketer’s need geo-targeting to generate more traffic, create a better user experience, deeper engagement, and generate more sales.

What is geo-targeting?

Geo-targeting is a marketing tactic where content, ads, and campaigns are personalized to potential customers based on geolocation data (GPS, IP, Wi-Fi, etc.) to deliver location-specific experiences. Geo-targeting allows marketers to provide personalized or specific information directly to the audiences that will find it most useful. Doing so engages audiences and increases conversions.

Different ways to use geo-targeting to increase conversions

Conversions with geo-targeting can be created in several different ways including:

  • Creating a geo-targeted website/homepage/domain
  • Creating geo-targeted content
  • Using the local search in an SEO strategy, e.g. displaying the closest physical locations
  • Adding different languages and currencies
  • Providing relevant local offers
  • Using IP redirects to ensure visitors are funneled to specific webpages or content
  • Using weather-related promotions
  • Providing localized shipping offers
  • Displaying products based on culture or climate
  • Adding different visual and design elements based on a visitor’s location
  • Experimenting with match marketing to run different campaigns in different locations
  • Experimenting with geo-targeted PPC adverts based on where targeted audiences spend most of their time or based on their specific location, e.g. sending people a coupon when they’re at a physical store they visit often

Optimizing your website with geo-targeting to increase conversions

Using any of the geo-targeting possibilities listed above is an excellent idea but only if it increases conversions or ROI. As such, it is essential to set-up your website test, measure, and compare what is useful and what is not.

One strategy that you can use is multivariate testing or A/B testing to figure out what your audience best responds to and then keep tweaking based on the results that you find. You can use traffic distribution and allocation to send a specific number of your website visitors to geo-targeted pages while the rest are sent to generic pages. The idea is to find out which variations work best for the average user, and which work better only for specific users.

Conclusion

Audiences today demand seamless experiences that are personalized to their specific needs. Successful marketers respond to this demand by avoiding a one-size-fits-all approach that limits engagement and conversions and instead uses a highly targeted approach. Geo-targeting is one such tool that can help increase conversions. It is essential to highlight that creating geo-targeted campaigns goes hand-in-hand with creating location-specific content.

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