What is Weather Segmentation

Weather segmentation is a marketing strategy targeting customers based on weather conditions or weather-related data. 

It aims to deliver personalized marketing messages, offers, and experiences that are tailored to specific weather conditions or seasonal variations.

Research and observation have shown that weather significantly influences human behavior. 

For instance, on sunny days, people tend to be more productive and engage in outdoor activities, whereas during rainy weather, individuals often prefer staying indoors, leading them to activities like reading or online shopping.

Given these observations, weather segmentation involves analyzing weather patterns and integrating this data into marketing strategies. 

By understanding how weather affects consumer behavior, businesses can tailor their marketing campaigns and website experiences accordingly. 

What is the Impact of Weather Segmentation

Weather segmentation seems to be an increasing trend in conversion rate optimization due to its power to convince visitors it is the right time to shop online. 

Weather-based product suggestions will urge visitors to buy something new by reminding them of their needs at a certain moment.

Considering how weather segmentation allows you to understand how conversion rates fluctuate based on weather conditions, this technique helps you be more efficient and tactical with your marketing strategies. Identifying these trends enables businesses to adjust their practices accordingly. 

This method personalizes customer interactions, setting your company apart from competitors and elevating it to top brand status. 

Customizing the business to align with customer preferences boosts traffic and revenue, enhancing customer confidence in the brand.

Experts use weather segmentation to tailor marketing strategies to specific weather conditions. 

For instance, a clothing retailer might promote summer outfits and outdoor accessories on sunny days, catering to customers’ outdoor interests. 

In contrast, during rainy days, the retailer could focus on marketing cozy indoor wear and reading materials, appealing to customers’ inclination to stay indoors.

Weather segmentation helps businesses anticipate customer needs based on weather patterns. 

Integrating this knowledge into CRO and marketing strategies enables you to optimize website content, product offerings, and marketing messages, increasing sales and customer satisfaction.

Gain powerful insights into how customers act on your eCommerce website and see the results for yourself. 

Drive up a research and data analysis process to learn how the average order value and conversion rate fluctuate depending on the weather outside. 

Once you do this, personalize the on-site content and segment the traffic according to each weather condition that is relevant to your business.

Industry Based Weather Segmentation

Weather-based business practices vary based on the industry for which they are being used. Therefore, it is essential that marketers and brands know the trends in which weather can affect average order value, methods of purchase, and conversion rates. 

Although weather segmentation works for almost all types of industries, some industries draw more advantages by utilizing these techniques. These include:

  • Fashion/clothing
  • Automotive
  • Beauty and cosmetics
  • Sports
  • Home and gardening
  • Beverages
  • Pharmacy

Practical Weather Segmentation Ideas 

To make it even easier for you, here are a few ideas you can use on an eCommerce website from some of the abovementioned categories.

In the fashion/clothing industry, you can easily use weather personalization. 

You can display a “complete look for the weather outside.” 

If it’s a sunny summer day, show a girl wearing a colorful dress, sandals, and a pair of sunglasses. If it’s a rainy day, show customers a proper outfit for that type of weather, and do not forget about the umbrella.

If you have a website in the automotive industry that sells tires, you can transform a huge upcoming snowstorm into a great opportunity. 

When a snowstorm is about to hit a certain city or country, a tire-selling website can automatically show a warning on its website and display a pop-up to remind drivers to equip their cars with winter tires. 

It’s obvious that not all those who see this message will instantly purchase snow tires, but they most certainly remember the warning message and your brand.

You can use weather segmentation to promote sunscreen lotions for a beauty and cosmetics website. 

On a very hot summer day, when the UV radiation is above its normal rate, remind mothers to protect their kids with sunscreen lotions. 

Also, you can showcase the waterproof cosmetics on a pop-up and remind women they can use them when going to the pool.

Quick Weather Segmentation Case Study

Here’s a successful example with one of our clients from the home and garden industry.

Covera is an eCommerce website that sells Home and Garden products.

Opportunity

Covera wanted to increase sales in the category “Trees” using an overlay. 

The overlay’s role was to inform the website visitors about the weather conditions and how it affects the trees.

Even though December was a cold month, and it seemed impossible for our client to sell trees during this period, we identified an opportunity: selling trees to consumers who lived in regions where the weather was fine.

Therefore, we created a live A/B testing experiment on their website.

Segmentation criteria based on the weather conditions:

  • Temperature above 2 degrees Celsius
  • The weather condition is sunny

Results: The conversion rate increased by 117.86%.

Wrap Up

Identifying patterns in your conversion rates based on weather conditions can help you personalize your approaches, anticipate customer needs, and optimize strategies to align with customers’ behaviors. 

This level of customization not only enhances customer satisfaction but also leads to increased sales and brand loyalty.

Whether it’s promoting outdoor products on sunny days or cozy indoor items on rainy days, understanding weather-driven consumer behavior can significantly impact a business’s success.

Ready to dive into the world of weather segmentation?

Use Omniconvert Explore to experiment, analyze, and tailor your strategies based on the weather! 

This all-in-one CRO tool helps you create a more personalized and engaging experience for your visitors, transforming your CRO approach!

Frequently Asked Questions 

What is weather segmentation?

Weather segmentation is a marketing strategy that involves segmenting and targeting customers based on weather conditions or weather-related data.

It aims to deliver personalized marketing messages, offers, and experiences that are tailored to specific weather conditions or seasonal variations.

Why is weather segmentation important in marketing?


Aligning marketing strategies with weather conditions enhances relevance, engagement, and customer satisfaction. Weather segmentation enables personalized communication, tailoring marketing efforts to specific customer needs and behaviors.

Additionally, businesses can optimize their marketing spend by targeting regions and time periods aligned with their product offerings, maximizing effectiveness and efficiency.

What are some examples of weather segmentation in marketing?

For example, clothing retailers adjust their offerings based on temperature, promoting summer dresses in hot weather and winter coats during cold spells.

Similarly, travel agencies offer destination-specific deals, like beach vacations during sunny weather, while restaurants customize menus, offering hot soups on rainy days and refreshing beverages in hot weather.

Home improvement stores also target customers with weather-related products, such as promoting snow shovels before predicted snowstorms.