Where in the world - Geolocation

Visiting a website which knows where you are based and offers you content to reflect that can feel personalised and engaging. For example, if you are an airline and the person logging onto your site is based in Scotland, then promoting great deals for flights from Gatwick doesn’t make sense or feel very engaging. Personalising content based on location has a far higher conversion rate then offering an unpersonalised experience.

There are many levels of identifying where somebody is based – from a national point of view down to a much more granular level such as region or even company. 

Using services to work out which country somebody is visiting your website from means that you can change the currency perhaps and maybe the language used on the site while, on a granular level, you can point a customer in the direction of their local store with opening times, for example.

There are two ways to determine where somebody is logging on from – their IP address and their browser location, with the latter using methods such as GPS or mobile technology on the visitor’s device.

A website does not have to ask permission to access your IP address – which is unique to the device at the time you visit a site, while they do have to ask to determine your browser location. This is why you’ll often see a question come up on screen saying ‘is this your local store?’ and the option to click yes/no. Once you’ve confirmed that you are indeed based near that particular store, then your journey round the website will reflect your location, with local deals or services being provided. 

By identifying a visitors location via IP address, a geographic location is established. It is not as accurate as some other methods of geolocation, such as mobile technology or GPS, but it is certainly useful in determining roughly where somebody might be. 

Your choice of geographic location will be driven by your business requirements and your desired user experience.

Again, as visitors journey around a Sitecore site, this information – along with their behaviour – can be adding to their profile card, making their visit increasingly personalised over time.

With the Sitecore IP Geolocation services, visitors to your website benefit from a more enhanced, personalised experience. You can set up personalisation for different geographical regions and view reports pertinent to these locations. For visitors to your website, you can identify their: time zone, longitude and latitude, country, region, city, postcode and business name. 

You can use Sitecore IP Geolocation for a number of purposes including personalising site pages for visitors from different regions, fine tuning tracking for goals and page events, defining conditions in the automation of engagement, geographically segmenting contact lists, creating geolocation reports and finding geolocation details in contact experience profiles. 

Personalising website visits for your customers makes them feel much more engaged with your brand and more likely to respond to appropriate services, products and offers. 

If you’d like to know more about how Sitecore can personalise and tailor your customer experience, then get in touch.

Article Details

Ian Jepp
25 June 2018