An eCommerce business gives you the ability to sell to customers around the globe. That’s great! However, customers from different areas shop differently and have different needs. You’ll lose potential conversions if your sales pitch is the same for all of them. Enter, geo-targeting. You can now use the power of the internet to create customized shopping experiences for customers from different areas. This will increase their likelihood to buy from you. You can target speakers of a particular language, or narrow down your advertising reach to a specific city or neighborhood.
What is geo-targeting?
Geo-targeting, at its most basic, is the act of serving different content and advertisements to different people based on their geographic location. This allows marketers to capitalize on regional trends and place products in front of more likely buyers.
Geo-targeting is what?
Geo-targeting can increase conversions for your company. Geo-targeting allows you to display specific products, prices, and information that is relevant to your customers. This will help you anticipate your customer’s needs and increase their likelihood of purchasing the items they need and want. We’ll be discussing the many ways geo-targeting can work to your advantage to sell more products to more people.
1. Show customers where the closest store is located
This option is only available to brick-and-mortar business owners. Geo-targeting can be used to show website visitors the closest location to you.
2. The right products are sold to the right people
Arizona customers are less likely than Oregon customers to be looking for rain boots. You can place different products or product groups in front of your customers by knowing where they are shopping.
3. Create relevant spotlight promotions
If you hope to convert a visitor into a customer, you must grab their attention in a matter of seconds. This is done by anticipating the needs of customers and displaying your solutions on the homepage. The location of a customer, including weather and climate, can provide a good indicator of their needs. You can inform them about any special offers, sales, and events within the first few seconds after they arrive at your site. You can ensure that promotions featuring rock salt and snow shovels are visible to customers who live in areas affected by major snowstorms.
4. You can customize price, tax, or currency
Geo-targeting can be used to show customers in different currencies your prices. It’s easy to see how this can cause you to lose customers mid-funnel. You can adjust the taxes that you charge for each purchase depending on the tax laws of different countries or states. This allows your customers to shop faster and more accurately.
5. Provide accurate shipping information to your customers and offer incentives
Your products might take a longer or shorter time to reach customers depending on where they are located. Customers in certain areas may be eligible for free shipping or faster shipping. Make sure you display these value propositions to incentivize them to purchase from you.
6. User’s location can be changed to a different language
Multi-lingual stores can automatically switch the languages of customers based on their local language. This eliminates the need for customers to search for an alternative language or use an online translator.
How to set geo-targeting up on your website
- Shopify: customers can start to implement geo-targeting strategies through the Geotargeting app in their Shopify store ($10/mo). The app allows you to target users by country, state, or city.
- BigCommerce: BigCommerce has created a detailed guide to help you set up personalized, location-based marketing for BigCommerce stores.
- WooCommerce: GeoTargeting WP and WordPress offer a complete geo-targeting solution for store owners who use WordPress. Their guide to changing content based on location and their resource for installing their plug-in can be found here.
