Match Your Home Page Content with Visitors’ Regional Interest

Oct. 13, 2010 - PRLog -- Here’s another conversion optimization tip for you: match your promotions based on the regional interest of the state/province/city the user is visiting from. You should match page content with regional interests only for those visitors on which you don’t have any other personalization data in hand (i.e. visitor has account, search history, visited pages and so on). This personalization applies, for most of the time, to the “absolute first time” visitors segment.

Let’s say you are a car dealer and you sell multiple car makes; John Doe is coming to your website for the first time. He is from Ohio.

When John comes on your home page, what promotional ads should you display to make his visit more usable? A Honda, an Audi or a Nissan ad? In our case I will go with Honda. Here’s why:

First, you need to identify where John is coming from. IP bases, network location based, no matter how you do with, you should be able to identify at least his state/province. Second, you need to know the general interest in that region, in terms of your market (in our case, the automotive market). Third, you will need to link regions and product categories.

In other words, you need to be able to identify:

a) that John Does came directly on your site, somewhere from Ohio and

b) the highest interest in Ohio for car makes is Honda. Then you will personalize the content of the home page with a promotion for Honda.

First step –the geo location – is the easy part. Ask your IT guy how you can do it. Identifying the visitor’s the medium and the source of visitors is also IT’s task.

Associating the promotion with visitors’ region is marketers’ job. Here’s how one accomplish it with the help of Google Insight for Search. As you can see, people from Ohio are less likely to be interested in Toyota. For John Doe, I would push more content to be related to Honda rather than Toyota. As mentioned, this has to happen if you don’t have any other “details” on John’s previous interactions with your web property (ies).

Create such associations of regions and products/categories for the top 10 most important products for you business and check if there’s an increase in page views and time on site. Hopefully, there will be.

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