The Objective of Location-Based Personalization
The main goal of location-based personalization is to deliver the right messages to the right people in a particular place without sending the same message to everyone that’s not relevant to them.
How to Personalize Based on Location
The purpose of a web page is to convert visitors into the desired action by focusing on the offer and ensuring that the user experience is tailored to their wants and needs.
Although the needs and wants are might be different from one location to another, every visitor sees the same page, offers, and messages.
Personalization is a powerful tool that gives the web page a competitive advantage.
The more personal the connection between the web page and your customers, the more likely it is to convert.
To make the connection more personal between your website and your customers, you can personalize your website based on the following geographic segmentation variables:
Effects of Location-Based Personalization
By replacing generic homepage banners, images, and messages with personalized, relevant content based on users' geolocation, they are more likely to engage.
This type of personalization can be done through location-based, time zone-based, season-based, or weather-based targeting and can significantly impact revenue and conversions - for instance, winter products for areas experiencing cold weather or summer products in hot locations.
Whatever the case, brands can and should promote their product most relevant to each customer's local climate.
Personalizing the Digital Experience on Sezzle's Website Based on Location
Sezzle is a payments company on a mission to empower the next generation financially.
Sezzle’s payment platform increases the purchasing power of millions of consumers by offering interest-free installment plans at online stores and in-store locations. When consumers apply, approval is instant, and their credit scores are not impacted unless the consumer elects to opt-in to a credit building feature, called Sezzle Up.
In this case study, we'll focus on the hero section improvement based on location. Personalizing the hero section of a web page is one of the best ways to personalize the customer experience to increase engagement.
Location-based personalization is a marketing strategy that uses location data to deliver relevant, personalized messages. The term refers to the ability of marketers to use a person's current whereabouts as a powerful signal for delivering relevant messages tailored specifically for them.
Step 1: Choosing Elements to Personalize
Although the needs and wants are different from one Sezzle visitor to another, every visitor sees the same headline, offers, image, and CTA on the hero section.
In our case, we'll personalize the Headline and Hero Image based on the visitors' location.
Our hypothesis is that if we personalize the headline and hero image on the home page, we will see an increase in conversion rates.
Step 2: Creating Variations
Using geo-based personalization allows you to tailor your strategy not only for location but also for the season, climate, and weather.
You can give the most relevant message to your audience by targeting them based on the climate or season in a specific location.
In our personalized offers, we will create variations based on the weather in a specific location:
Step 3: Attaching Variations to Audiences
After defining which components to personalize and creating variations for these components, it’s time to attach audiences to these variations.
Since our personalized experience is based on the weather in a specific location, our audience will look like this:
The Bottom Line
Personalization initiatives are continuous, which means that once one implementation is completed, organizations will return to the beginning of the framework to analyze acquired data, discuss new ideas, hypothesize further improvements, and so on.
Through continuous learning and experimentation, this strategy enables various teams
product management, or
to create meaningful personalization experiences.