Segment data states that 71% of consumers get annoyed at receiving impersonal shopping services. It seems clear that personalization is the way to go these days.
What does it take to personalize websites, products, and services, though? One technology you can use is IP geolocation, such as the tools available at https://ip-geolocation.whoisxmlapi.com/blog/geolocate-IP-address. IP Geolocation API lets business owners and their marketing and sales staff improve personalization efforts as detailed in the following e-commerce use cases.
While e-commerce business owners can personalize or customize their websites in various ways, they all need to look at every site visitor’s past behaviors. Examples of these include taking note of the ads they clicked or the search terms they used. What is more unusual, perhaps, is personalizing content by determining a visitor’s IP address location.
An easy way to obtain any user’s IP address location on the fly is by integrating a tool like IP Geolocation API into a website or platform. The e-commerce site’s marketing and sales teams can then create different content, depending on their visitors’ IP address location. They can, for instance, use a region or country’s language, including favorite expressions, thus making their website visitors feel more welcome.
A good example is nike.com, which not only uses the website visitor’s language based on his/her IP address location but goes the extra mile by using localized images as well. Take a look at its Japanese site that also features local celebrities or models.
Nike’s Japanese website
Apart from localizing websites, IP address location data is also useful in geotargeting, also known as “local pay-per-click (PPC)” or delivering various content types or ads to consumers based on their geographic location. As the practice’s definition suggests, geotargeting requires knowing consumers’ locations.
E-commerce shop owners can group buyers by location then create content specific to each target. Like website personalization, geotargeting is also a form of web content personalization to improve user experience and a site’s search engine results pages (SERP) ranking.
Hertz.com, multinational rental car service provider is a sample website that uses geotargeting.
Hertz’s Singaporean website
Hertz’s Chilean website
Look at the PPC ads on the bottom part of each page. They are localized to cater to Singaporeans and Chileans, respectively.
The first two IP address location e-commerce applications cited—website localization and geotargeting—can help boost any company’s search engine optimization (SEO) ranking and marketing ROI. Entrepreneurs, big and small, can localize content, including PPC ads, to rank high in various countries. Most importantly, though, localized SEO lets an establishment’s potential customers see your company’s offerings in their respective countries.
Canoga Park Heating & Air Conditioning, which caters to Canoga Park residents in Los Angeles, California, uses localized SEO.
Canoga Park Heating & Air Conditioning website
Many major retailers employ omnichannel retail strategies using consumers’ IP address location data. Omnichannel retailing, of course, means selling products and services via both physical and virtual stores in an integrated fashion.
A notable example would be Sears, which uses store finder, inventory management, and store pickup applications that use customers’ IP address location to provide recommendations.
Sears store finder page
As you’ve seen in this post, tools that provide consumers and potential customers’ IP address locations can enhance any e-commerce website’s marketing and sales performance. We identified four marketing strategies that can benefit from IP Geolocation API, specifically website localization, geotargeting, localized SEO, and omnichannel marketing.
Your business can follow the examples’ suit to enjoy the same benefits. IP address location data makes for more relatable and relevant marketing.