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Why Geo-targeting Your Website Content Is a No-brainer (and 3 Ways to Try It This Afternoon)

We all know marketing campaigns convert best when we segment and personalize them – which is where geo-targeting can come into play. In fact, a whopping 74% of consumers get frustrated on sites where the content has nothing to do with their interests, and 86% of customers say personalization impacts their purchase decisions.

The good news is, today you can tailor almost every marketing experience to a visitor’s location and other identifiers to make offers feel more personal. So why do even the best of us continue to use blanket-style, default messaging for every visitor?

More than half of marketers struggle to execute personalized campaigns, and reasons range from not having enough data about TOFU prospects to know what to personalize—to having trouble securing the resources to execute.

But making sure everyone sees relevant, location-based offers on your website doesn’t actually need to be a huge production. In our experience, it’s way easier (and could do more for your conversion rates) than you might think.

Why geo-target website content — and the fastest way to try this

Like all forms of personalization, geo-targeting is about relevance. And I should clarify off the bat, I’m not talking about using “y’all” in your headline if you’re targeting Texans, or splitting hairs on “sneakers” vs. “tennis shoes” based on regional preference.

What I am talking about is getting way more creative and specific with your offers. If visitors see offers that feel like they’re just for them, they’re more likely to click through, and convert.

For example, imagine targeting only locals in Chicago, Philadelphia, and Seattle respectively with their own coupon codes and special hotel offers for your in-person event instead of blanketing your entire site with a generic message.

Now imagine if you didn’t need to rely on your web team to get those three offers up on the site and could do it yourself really fast?

One of the quickest ways to experiment with this type of personalization is website popups and sticky bars. The real key with these is understanding your options (and there are plenty of them!). Here are a few of my favourite examples to get you started:

Practical geo-targeting examples to try today

1. Experiment with seasonal offers by region

According to Steve Olenski of Forbes, “acknowledging [your] potential buyer’s location increases relevance, and the result is higher engagement that can translate into additional revenue.” It’s a quick win! And, with ecommerce in particular, there’s tons of opportunity to run promotions suited to specific locations.

As an example, if you sell sports equipment or apparel, you could run two or more different “winter sales” suited to the context of winter in different locations. Your ‘classic’ winter sale would appear in states like Colorado—and could feature an offer for 15% off ski gear, whereas your ‘Californian winter sale’ could showcase 15% off hiking gear.

An example of the two different “winter sale” popup offers by location.

Not only do you earn points by acknowledging your visitor’s location like this, but you also ensure each region sees an offer that makes the most sense for them. Running offers like this is wayyyy better than a single offer that’s less relevant to everyone and later wondering why it didn’t convert.

Recommended settings for this example:
Frequency: Show once per visitor
Trigger: On exit

2. Increase foot traffic with in-store promos by region

We’ve all seen the most common ecommerce discount popup on entry. You know the one — “signup for our newsletter for 15% off your first purchase”. And there’s a reason we’ve all seen it: it works. But, we can do better.

To take things a step further, you can target this type of offer by location. If you have physical stores in specific cities, you can offer an in-store discount in exchange for the newsletter sign up. Like this:

Example of a popup driving in-store visits, and potential for remarketing later

This can help you build foot traffic in different cities, and help you create location-specific mailing lists to promote more relevant in-store events, products, and sales to local shoppers.

Recommended settings for this example:
Frequency: Show once per visitor
Trigger: When a visitor scrolls 40% of the way down your page.

3. Target your event marketing to precise regions

If you’ve ever planned a party, you know how easy it is to fixate on details. Are three kinds of cheese enough? Is my Spotify Discover Weekly cool or do I need a new playlist?! None of this matters if nobody shows up. Marketing events are no different.

A well timed, geo-targeted popup or sticky bar can get your message in front of the people who will care most about your event. When you tailor event messages to your visitor’s location, you can include a more precise value prop. Targeting locals? Remind them how cost effective it is since they don’t have to travel. Targeting neighbors in a nearby state? Remind them that your conference can be a mini-vacation complete with conference-exclusive hotel discounts.

Pictured above: examples of local vs. neighbor city popup offers. *These CTAConf offers are just to help us demo. You can check out our real conference details for CTAConf 2018 here.

Recommended settings for this example:
Frequency: Show on the first visit
Trigger: Show after a 15-25 second delay on relevant URLs (you can use Google Analytics to determine the right delay for your site).

Tip: After triggering this popup on the first visit or two, set up a more subtle sticky bar for subsequent visits to keep the event top of mind, without overdoing it. You could even run the “maybe later” popup Oli Gardner’s a huge proponent of.

Hyper-personalize text on your popups

As a bonus: just as you can do with your Unbounce landing pages, you can also swap out text on your popups and sticky bars with Dynamic Text Replacement to match a prospect’s exact search terms.

This gives you a way to maintain perfect relevance between your ads and website popups in this case.

For example, you could choose to switch out the name of a product for a more relevant one in a popup. If someone searched for “House Prices in Portland”, you could automatically swap out the text in your popup to match exactly and maintain hyper relevance. You can read about a real Unbounce customer experimenting with DTR here.

Want to see how DTR helps you be extra relevant? (even on your popups?) See a preview of how it works here

How to create your own geo-targeted popups

On premium plans and above you can target Unbounce popups by country, region, and even city (which is wicked granular!). The possibilities for what you show, or how you show it, are nearly endless:

  • You can trigger: on exit, arrival, after a delay, on scroll, or on click.
  • And you can target: by location (geo-targeting), URL, referring URL, and cookie targeting.

The options you choose will come down to a few factors including your site, your buyers, ad standards you uphold for a great website experience, and testing.

Here’s how to setup popups and sticky bars on your site:

To get started:

  1. Hop into your Unbounce account , and on the All Pages Screen, click “Popups & Sticky Bars” in the left menu.
  2. In the top left, Select “+ Popup or Sticky Bar”.
  3. Then, click “Create a Popup.”
  4. Choose a Template (or start with a blank popup if you prefer), name your popup, and select “Start with this Template”.

Once you’ve created your popup, set your targeting, triggering and frequency. On your popup or sticky bar overview page:

  1. Set the domain and URL paths where you want your popup or sticky bar to appear.

  2. Choose your triggering option based on your engagement goals.
  3. Set your frequency to choose how often your visitors will see your popup or sticky bar.
  4. In the advanced triggers section, toggle location targeting on and choose which country, region or city you want to show (or not show) your popup or sticky bar.

For best results, personalize

As I hope I’ve illustrated, in the golden age of martech, it’s time to stop squandering valuable website visits on impersonal, generic experiences. You can now leverage useful information about where your visitors are coming from and, by extension, come up with creative offers that will be relevant for them. Small details significantly enhance customer experience, and I hope you can use the above three examples as a springboard for some experiments of your own.

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Why Geo-targeting Your Website Content Is a No-brainer (and 3 Ways to Try It This Afternoon)

Customizing Admin Columns In WordPress

(This is a sponsored article.) If you manage a WordPress website, you’ve probably faced a common problem. How do you get insight into all of your content at a glance? WordPress’ admin area does not show you much about your pages, posts, users and comments. That can make it hard to find the right page, to check if all associated fields are properly filled, or simply to get a general sense of your website’s content.

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Customizing Admin Columns In WordPress

Web Development Reading List #188: Real-World Accessibility, Flexbox Madness, And The Ephemerality Of Things We Build

CSS is an amazing tool which we constantly use but we don’t seem to honor it appropriately. Whenever I see the growing browser support of the :focus-within selector, the much wanted justify-content: space-evenly for Flexbox or how great CSS Grids already work, I feel really grateful to have such awesome tools available to work with.
And with advanced new media queries such as prefers-reduced-motion, screen and (color), or pointer, we get amazing tools to improve accessibility and usability of our websites.

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Web Development Reading List #188: Real-World Accessibility, Flexbox Madness, And The Ephemerality Of Things We Build

How To Create An A/B Testing Research Framework For Faster Iterations & More Wins

online ab testing framework

Here’s the most common problem I see when it comes to conversion rate optimization (CRO): Not putting enough energy into conducting the proper initial research into what to test. One round of user tests, then change the website. One heatmap, then change the website. One cohort analysis, then change the website. This can lead to very bad testing habits. When you are trying to improve your conversion rate, you should do multiple types of research. You should be using: Qualitative methods (e.g., usability testing, 5-second testing, surveys, etc.) Quantitative methods (e.g., heatmapping, cohort analysis, funnel analysis, segmentation, etc.) And of…

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How To Create An A/B Testing Research Framework For Faster Iterations & More Wins

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Social Media Image Sizes – A Quick Reference Guide for 2017

social media image sizes

If you want an effective social media presence, you’re going to want images that fit with News Feeds, timelines and streams. Trouble is, the different channels all use different sizes and shapes for their images, and to keep you on your toes, they occasionally change them too. We have you covered, though. From staid, professional LinkedIn to noisy Twitter to the image extravaganza of Pinterest, here are the updated social media image sizes for the major channels. Facebook Facebook Photo Sizes Facebook Cover photo size: 851px x 315px desktop / 640 pixels wide by 360 pixels mobile Facebook Profile photo…

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Social Media Image Sizes – A Quick Reference Guide for 2017

What Are the SEO Benefits of XML & HTML Sitemaps?

seo sitemaps

A sitemap is (usually) an XML document, containing a list of pages on your website that you have chosen to tell Google and other search engines to index. Google often uses the sitemap file as a guide to the pages available on your website — even though it may decide not to index every page you list on your sitemap. The sitemap also carries information about each page, including when it was created and last modified, and its importance relative to other pages on your site. This speeds up the process of indexing pages. A sitemap is one of those…

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What Are the SEO Benefits of XML & HTML Sitemaps?

Infographic: How to Build a Loyal Audience on the Web

loyal-audience-2

There are two ways to do marketing. Throw money at ads and gush out content hoping some sort of ROI will be made. Build a loyal audience that is constantly tuned into what you have to say, where every campaign you embark on is instantly received and propagated by that audience. Think about it this way. When your typical PC manufacturer creates a device with a new and interesting feature, they have to spend millions on ads to get it out in front of consumers. All Apple has to do is whisper that something is coming, and the whole world…

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Infographic: How to Build a Loyal Audience on the Web

Glossary: Bounce Rate

what is bounce rate

The bounce rate is the percentage of people, who landed on your website, but instead of browsing further they exited your website. This metric can be important to certain websites as it gives you an idea about the first impression of your site. It tells you if your landing page meets the expectation of the visitors who landed there. If your Bounce Rate is high, you can suspect that something is wrong either with your landing page or your sources of traffic. You can calculate the bounce rate with this formula: A concrete example Let’s say, that you have a…

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Glossary: Bounce Rate

How Emotional Motivators Can Drive Authentic Brand Growth

drive authentic growth

We all remember what happened when Apple CEO Steve Jobs passed away, hundreds of thousands of people voluntarily lined up outside of Apple stores, flowers in hand. They were mourning the loss of a great tech visionary but also paying tribute to the creator of a brand that they felt a deep emotional connection to. Apple doesn’t just have a bigger market share than Microsoft (at least, with smartphones), it pulls at the heartstrings of millions of consumers. It is true that supplying helpful information to customers will reduce buying risks and add practical value, but what’s more powerful is…

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How Emotional Motivators Can Drive Authentic Brand Growth

How to Build a Compelling One-Page Story for Your Landing Page

periscope-fi

We are in the middle of a cultural shift. This evolving change is highly visible in the current state of communication. As attention spans continue to shorten, the significance of the novel and long-form is giving way to the 140-character tweet, the ephemeral 10-second Snapchat (with an optional caption) and listicles. While all these forms may have their detractors, their impact is still undeniable. Web design has responded to the pressure of shorter attention spans with placing a higher emphasis on the landing page. When today’s web-savvy visitor lands on your homepage, you have mere seconds before their mind generates…

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How to Build a Compelling One-Page Story for Your Landing Page