Location-Based Personalization vs. Web Customization: Which is Better?

The key difference between location-based personalization and web customization lies in the type of data used and the level of user-specific tailoring they provide. Location-based personalization delivers geo-targeted content, offers, and recommendations based on a user's physical location. This approach is ideal for localized promotions, store-specific deals, or weather-dependent campaigns, making the experience more relevant to regional audiences. Web customization, on the other hand, adapts a website’s layout, content, and features based on user behavior, preferences, and past interactions, rather than just location. This creates a more personalized browsing experience, catering to individual interests and habits. Both strategies can enhance user engagement and boost conversions, but the best approach depends on business goals and audience needs. While location-based personalization is effective for regional targeting, web customization offers deeper personalization by addressing broader behavioral patterns. Combining both can create a highly tailored and engaging user experience that maximizes retention and conversion rates.

Difference Between Customization and Web Personalization

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Customization

Customization allows users to specify their preferences directly to the website. They can choose the language, include or exclude certain services, select colors or layouts, and manage various settings. Essentially, the user takes on the role of a web developer or designer, tailoring the website to fit their unique needs and preferences.

Personalization

Personalization, on the other hand, involves delivering content and experiences to the customer based on their behavior and preferences, which are inferred from their interactions with the website. This includes what they click on, the ads they view, and the call-to-action buttons they engage with. For example, MyYahoo is a customizable website, while Amazon offers a highly personalized experience.

There are a few critical factors that all visitors focus on when shopping online: price, shipping costs, and delivery time. Some users might even abandon an e-shop if it takes too long (mere seconds) to determine these costs and times. This is where customization of web pages becomes a tool for personalization.

An international e-shop can automatically display prices in the visitor’s local currency. Additionally, shipping costs, various shipping options, and delivery times can be tailored to the visitor’s specific location. This level of customization enhances the shopping experience by making it faster and more convenient for the user.

Mango Shows The Prices In The Visitors’ Country Currency

The visitor’s country can be detected automatically, since the first second he enters the website. Or the visitor can be presented with the option of choosing the country he comes from. Another form of customization used in e-shops is asking the visitor his gender and, depending on his answer, presenting a version of the website strictly targeted to women or men.

On The H&M Online Store You Have To Choose Which Country You Come From:

By providing important targeted information, this type of customization improves the user experience. Details that make things easier and more pleasant for visitors also contribute to increasing the conversion rate.

Customization Works As A Form Of Geo-Personalization

The country or region the visitor comes from is a great source of personalization. On the landing page, you can deliver local messages like “Free delivery to France”, and “3-day shipping to the UK”. But this can also be done by using Interactions.

Customization refers more to changes that affect the website in its entirety. A more complex customization tactic would be to translate the website’s content automatically into the visitor’s language.

Booking.com is a great example of personalization. They automatically show you the version of the country you come from. Furthermore, if you have searched for a hotel in a city, they suggest another city you might like. In this case, I have searched for a hotel in Cluj and they suggested visiting Sibiu, a related city to Cluj:

Why Does Customization Appear As A Personalization Method?

Sometimes personalization and customization are viewed are opposed. Personalization technology detects automatically data that defines the visitor and adapts the content of the website to this user’s preferences. However, the customization we’re writing about requires minimal effort from the user and does not affect the user experience.

How To Use Omniconvert For Geo-Personalization And Customization Of Web Pages?

With Omniconvert, you can create personalized Interactions, without any programming skills. It is easy and efficient:

Step 1: Create Your Segments

To create a segment, go to Segments in your dashboard. Then, go to the top sidebar and click the green button: New Segment. Afterward, name your segment according to your marketing goals and target audience.

The following section is the place where you create segments by using some rules. These rules will configure the segments of traffic according to your objectives. Next, you will see a list of parameters. You can choose from many parameters to create a geo-localized personalization:

Step 2: Create A Web-Personalization Experiment

To run an experiment in which you want to trigger particular segments of visitors with personalized messages, go to New Experiment and then choose Interactions. After that, choose when you want your interaction to appear, based on your objective:

Step 2.1: Choose The Pages You Want To Include In The Experiment

The included/excluded pages rule allows you to trigger an interaction on multiple URLs. Here you can think of specific rules to include multiple pages, choosing from our preset list in the Included URL Pages: URL contains, URL does not contain, etc.

Step 2.2 Choose And Design The Creative/Artwork

If you haven’t uploaded your creatives yet, you can do it now. After this step, you have to choose the type of creative that you want to use:

It’s time to design your artwork! You can address to different segments of traffic and personalize your communication by using the custom variables like {CITY}. There is a list of “default” parameters in the Variables section in the Editor. If you want to go more deeply into the process of segmentation, define your own attributes and implement them through a short piece of code.

Here is a personalized experiment. It will appear only to new visitors from which city you want to. It will make your visitors feel special and they will be happy to know they have free delivery.

Why Should You Use Geo-Personalization Or Customization?

• While the changes are made on a few key elements (price, shipping, etc.), the impact that customization has on user experience is huge
• Because it’s still a rare thing and now is the moment to differentiate your e-shop from the competitors through customization
• Because Geo-location is one of the most accurate targeting tactics

Frequently Asked Questions About Geo-Localized Personalization

What Is Geo-Localized Personalization?

Geo-localized personalization is a strategy that involves tailoring website content, offers, and experiences to individual users based on their geographical location. It uses geolocation technology to identify a user's location and deliver personalized content that is relevant to their specific location.

How Is Geolocation Technology Used In Geo-Localized Personalization?

Geolocation technology is used in geo-localized personalization to determine the user's location. It typically relies on IP addresses, GPS coordinates, Wi-Fi signals, or mobile network data to identify the geographical location of a user. This information is then used to customize the content and experience provided to the user based on their specific location.

How Can Businesses Implement Geo-Localized Personalization?

Online businesses can implement geo-localized personalization by utilizing platforms that use geolocation APIs such as Omniconvert. This way you can accurately determine the user's location and then alter the content of the website according to where each user is located, provided they're not using a VPN.

What Are Some Examples Of Geo-Localized Personalization?

Examples of geo-localized personalization include

• Location-specific offers: Providing location-specific discounts, promotions, or deals based on the user's geographical area.
• Localized content: Displaying localized content such as language translations, currency conversions, or region-specific product recommendations.
• Store locator: Offering a store locator feature that automatically detects the user's location and provides nearby store locations or pickup options.
• Shipping and delivery information: Displaying accurate shipping costs, delivery times, and available shipping options based on the user's location.
• Weather-based recommendations: Recommending products or services based on the local weather conditions or season.