Knowing how to use geo-localized personalization and how customization of web pages works you can easily increase your conversion rate. A personalized experience will make your visitors feel special and stay longer on your website.

First of all, notice the difference between customization and web personalization:

• customization is letting the user to tell the website what he wants; he has the choice to select the language, to include or exclude services, to chose the colors or layout, to manage the settings.

The user is the web developer, designer, someone who can build a website.

• personalization is delivering to the customer what he prefers based on what he clicks on: ads, call to action buttons or other links that reveal his online behavior.

For example, MyYahoo is a customizable website, whereas Amazon is a personalized website.
There are a few details all visitors concentrate on when they want to shop online: price, shipping costs and time of delivery. Some users might even leave the e-shop if it takes too much time (and this is a matter of seconds actually) to figure out shipping costs and prices.

This is where customization of web pages comes into play as a mean of personalization.

International e-shop can automatically display prices in the visitor’s country currency. Also, shipping costs, different variants of shipping and delivery time can be personalized according to the visitor’s location.

For example, Mango shows the prices in the visitors’s country currency:

web personalization in ecommerce

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 H&M online store you have to choose which country you come from:

trends in web personalization

By providing important targeted information, this type of customization improves the user experience. And 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 the 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”, “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 in the visitor’s
language.

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

web personalization best practices

Why does customization appear as a personalization method?
Sometimes personalization and customization are viewed are opposed. Personalization technology detects automatically data that define the visitor and adapt the content of the website
to this user’s preferences. However, the customization we’re writing about requires a 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. Is’s 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. Afterwards, name your segment according to your marketing goals and target audience.

omniconvert web personalization tool

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 have the possibility to choose from many parameters to create a geo-localized personalization:

Step 2: Create a web-personalization experiment

In order 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:

web personalization software

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:

web page personalization

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.

web personalization examples

Why should you use geo-personalization or customization?

• Because 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 question 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?

Businesses can implement geo-localized personalization by: Utilizing geolocation APIs: Integrate geolocation APIs or services into your website or app to accurately determine the user’s location.
Collecting user consent: Ensure you have appropriate consent and privacy policies in place before collecting or using user location data. Customizing content and offers: Use the user’s location data to customize content, offers, and experiences on your website or app. This can include displaying localized content, recommendations, or promotions. Testing and optimization: Continuously test and optimize your geo-localized personalization strategies to ensure they are effective and resonate with your target audience. Monitoring and analyzing data: Track and analyze user engagement, conversions, and other relevant metrics to assess the impact of your geo-localized personalization efforts. Use the insights gained to refine and improve your strategies.

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.