How to Use Location to Personalize Your WordPress Website

More and more online businesses – such as retailers, service providers, restaurants, among others – utilize their visitor’s geolocations for a variety of purposes to tweak their pricing based on region, territorial licensing, to run advertising campaigns based on location, or to make use of SERP (search engine results page). Implementing geolocational marketing into your campaigns will get you one step closer to personalizing the entire user experience for your visitors throughout the world. In this post, we’ll tackle how you can use location to personalize your WordPress website. 

Why use Geo-targeting in reaching out

You might be wondering why you would want to add another factor to take into consideration while ideating your marketing campaigns. Geo-targeting allows you to identify the geographical location of a visitor so you can personalize your marketing activities based on their particular location. And what you do with the content is up to you – it could be translating your site into the language spoken in that area or using cultural symbols or references that are location-specific. 

Anyone working in marketing or advertising is always on the lookout for different avenues in conveying a message that’s as personalized as possible to set themselves apart from everyone else. In other words, standard cookie-cutter messages simply won’t do the job anymore. So if you want to hop onto the personalization bandwagon, using location to personalize your WordPress site is the first step to take.  

How to begin geolocational marketing

Get into the regional mindset

Having a good grasp on the local context and executing that in your marketing campaigns is the key to grabbing a visitor’s attention. Take WordPress, for instance. WordPress has experienced such cross-cultural popularity due to its network of polyglots who have translated the CMS for users around the world. This is the byproduct of “thinking regionally.” To accomplish this, after understanding the local context, think about what role it could play in your overall business strategy. To put this into action, pinpoint your site’s locational funnels, enhance the ones that aren’t working well and improve the ones that are.

Continually expand your regional knowledge  

After you’ve analyzed important locational funnels, ideate the best way of conveying messages about your product to visitors in those locations. At this stage, you might need to get into the thick of it and conduct deep market research – or you can reach out to local professionals who can help with that. Ask yourself these questions: What are some significant cultural markers in this particular location? How can you use these markers to market your product or service? How does your current pricing compare with the currency used in this particular location?

Run geomarketing tests yourself 

Try to imagine your site the way your targeted visitor would. How does it look from their perspective? Would it really make a difference if they saw your site’s personalization or would it seem like you’re trying too hard to make a sale? What impact would it have on your engagement rate?

Now, it’s time to do the work and implement the concepts previously mentioned for localized personalization. We’ll use the Growmatik to do this. Growmatik is a cross-channel marketing automation tool for WordPress that uses user types and behavior to personalize your message across all touchpoints (website content, email and popup). 

Step 1 > Identify the location of your visitors

The first step in using location to personalize your WordPress site is determining your site’s locational funnels. We’ll break this down into two parts:

1- Where is the most traffic coming from? 

In Growmatik, you can get to the customer journey by going to Sidebar > Customer Journey. On the left, the first column is called Location, which provides a list of the top countries that refer the most traffic.

use location to personalize your WordPress website

2- What actions are these visitors taking on your website after they arrive?

Growmatik’s customer journey feature also allows you to discover what visitors from various locations are doing on your site. Like the last step, find the customer journey by going to Sidebar > Customer Journey. The first column from the left is called Location, which lists the top countries based on the traffic they refer. 

  • From here, you can click on any of the countries listed to gain insight into what users from that location have by navigating through the columns: Source, Landing Page, Subscription and Purchase Product. For instance, if you select Canada, you can find out:
use location to personalize your WordPress website

Canadians
→ were mostly referred by Bing, arrived in alt-landing.html, signed up via the popup form X and purchased shorts

  • You can also narrow your focus to a certain funnel by using filters. For instance, once you’ve chosen a country from the Location column, select a specific landing page, like the following:
use location to personalize your WordPress website

Users from Canada 
+ that landed on homepage.html
→ are mostly referred by Amazon ads and have mostly bought gadgets.

Growmatik helps to uncover all funnels that include visitors from the most popular locations onto your site. On top of this, you can gain deeper insight by using one of several factors. After you’ve gotten a good picture of each location, you can start creating regional personalizations for locations that refer the most visitors to your site.  

Step 2 > Implement geo-targeting onto a WordPress site

Gaining insight and creating a plan is one thing – implementing it is another. You’ll need to be able to automatically implement your desired action as soon as someone from a top location lands on your site. There are various ways of going about this. You can either do the coding yourself or use tools on the market. If you do the latter, make sure the tools allow you to automate your activities.

The best type of automation tool will allow you to set simple yet comprehensive rules – by using the “IF this THEN that” rationale – to allow for easy automation. You can assign locational segments and an action that you would like to be triggered for them:

There are two important actions required for your automation:

  • Personalization
    When choosing an automation tool, check to make sure it has in-page personalization capabilities that allow you to customize part of a page without the need to build up a new page.
  • Redirection
    Let’s say that you’d like to redirect visitors from a specific location to a different domain or page. This is when you’d want to use redirection. The automation tool you choose should allow you to redirect in the browser (as opposed to HTTP level redirection). By going about it this way, your page SEO won’t be affected.

In the next section, we’ll take a look at some examples of how to use Growmatik to create locational personalizations for WordPress websites. 

Examples of geolocational personalizations

Display a landing page that is geolocal 

As part of using location to personalize your WordPress website, you can build up your site’s landing page to be personalized for visitors from the targeted countries. This might differ from using redirection to an independent domain or websites (that have a URL like yourbrand.de) with specific designs or content related to the region. Or you can even add other personalized content on the same landing page or translate the page’s content and change the design if needed. 

In Growmatik, you can set an action to Show Page to redirect visitors from a specific location to a page that is different from your default homepage. 

Show a welcome message specific to a region 

Personalizing the landing hero page and showing a localized welcome message to your user is a surefire way to make a lasting impression. For instance, you can set your greeting message to “welcome to Belgium’s online entertainment stop!” for a belgian visitor or “Fastest food delivery in the Bay Area” to a visitor from the Bay Area.  

To replace your hero section’s header or text and set location-specific automation for it, you can use the Growmatik personalizer. When this action is triggered, your users from that particular location will see that version of the text. 

Localize your logo

Adding a location-specific logo on your site is a good way to boost visitors’ trust in your brand and business. Great examples of this include Amazon Japan and Samsung France. 

To go about doing this, you can make use of the webpage personalizer in Growmatik, substitute your site’s logo with another image and build an automation to display a customized page to users from the desired location. 

Redirect to a custom domain

If you want to go the distance when it comes to localizing sales in your targeted geographical area, then you can build up a website via a custom domain such as de.band.com to redirect your visitors from this area. This is a great way for your localized website to be visible on search engines.

In order to do this, you’ll need to create an automation rule to redirect users from France to the subdomain. 

Personalize call-to-actions

Depending on the landing page, a call-to-action might be the most crucial piece of content. Let’s say that you’re tight on time and resources and are unable to translate and/or localize a whole page on your site. In this case, the best thing to do would be to translate only the call-to-actions. It’s possible that visitors from your targeted location have some knowledge of English, but they would appreciate it if you take the time to translate the call-to-action into their language – and you could even include a deal or coupon specific to that region. 

You can go to Growmatik’s webpage personalizer to tailor call-to-actions and then set it as an automation rule for users from that location. 

Offer localized seasonal deals 

Providing special pricing or discounts for regions – and showing them in bold – that are important for your business is another great way to use location in personalizing your WordPress website. The best way to schedule these campaigns is by adhering to the local calendar and special occasions. 

Use Growmatik’s personalizer to build a section on your homepage, which should include the region that will only be displayed to visitors from that specific location.

Display localized in-store popups

Show promotional popups that get sent to visitors from a specific area. 

Growmatik’s popup builder allows you to easily make popups or select from one of its templates. Then, all you have to do is connect it with the location condition as an automation rule. 

Wrap up 

And that’s it. In this post, you learned how to find important location segments by analyzing website funnels and then created automated personalizations to personalize your WordPress website based on location. This will drive more engagements, help better relationships and eventually result in a higher lifetime value with your customer. With Growmatik’s free plan, you can create geolocational personalizations and customize your website for 10,000 visits every month.

How to Use Redirection to Personalize Your WordPress Website?

URL redirection is a method to redirect visitors to a specific page or section of your website. It’s most commonly used when a website is rebranded or under maintenance – through a simple URL redirection, visitors are redirected to the new website or the “under maintenance” page. However, what a lot of people don’t realize is that URL redirection can do a lot more than that; it can also be a powerful marketing tool. In this article, I’m going to explain how to effectively use redirection to personalize your WordPress website.

What is a URL redirection?

A URL redirection sends users and search engines to a different URL from the one that they requested.  

There are two different types of redirections, and each has different use cases:

HTTP level redirection

This is done by 301 (moved permanently) and 302/307 (moved temporarily) redirects.

  • 301 Redirect
    Facilitates permanent redirects of a page or domain to the new URL.
  • 302 Moved Temporarily
    Facilitates temporary redirection of a page or domain to the new URL.

HTTP-level redirection lets search engines know about the redirection. So, for example, if your website declares a 301 permanent redirect to Google, Google transfers your old page or domain ranking power to the new one. But if you use 302 temporary redirects, the old site’s ranking power won’t be transferred to the new page or domain as the redirection is temporary. 

This type of redirection is useful for rebranded or migrated websites as well as to update obsolete pages within the websites but If you want to use HTTP-level redirection you have to be cautious with its SEO implications.

You can do HTTP redirects by directly editing the .htaccess file in your server or by using  SEO tools such as YoastSEO and UltimateSEO.

Browser-level Redirection

There is also a second method in implementing conduct redirects right within the browser without changing anything at the HTTP level and letting search engines know about it. This is useful when you want to redirect your visitors to different pages based on specific conditions but you don’t want this to affect your website’s and individual pages ranking power. For example you want to redirect the traffic coming from a specific source to a special page optimized for that source but you don’t want this to affect the SEO ranking power of your main landing page.

Browser-level redirection can be done by coding or readymade tools. This type of redirection is most useful for personalization and marketing purposes. For example:

  • Redirecting users from a specific source such as Instagram to a special landing page
  • Showing different homepages to visitors based on their stage. For example guests, leads and customers seeing different versions.
  • Redirecting users from Brazil to a Brazilian version of your homepage with local content
  • Showing a totally different and optimized homepage to your mobile users 
  • Showing a temporary and  exclusive landing page to a loyal customer when they hit a certain number of purchases

In this article, we’re going to further cover this kind of browser-level redirects. We’ll use our newly introduced marketing automation and personalization tool for WordPress and WooCommerce websites called Growmatik as a case study to show how to create conditional redirections to personalize your website for different segments. 

Growmatik creates automation in the form of a ‘IF this THEN that’ rule. You can define different conditions (such as specific source, location, device or date) to trigger a redirection, and the redirection will automatically get executed when the condition is triggered.

Redirect traffic from a specific domain

If your website has a noticeable amount of traffic from a specific website such as a social media website or a partner blog, you can consider showing them a special landing page on their first visit. The content of this page can be optimized based on the source they are coming from and boosted with exclusive items such as discounts.

Using Growmatik, we’ll define this rule:
IF [Source is X] THEN [Show Page Y].

  1. In the Growmatik automations page, click on the + icon in one of the columns. This defines the user type you want to target with this redirection. It can be guests, leads and customers. We’ll select customers for this example.
  2. Select Source from the conditions list (next to If)
  3. Select domain and enter the website you want to define as the source. Let’s say it’s instagram.com and click Save.
redirection to personalize your WordPress website

4. Select Show Page from the actions list (next to Then). You will have two options from:
By internal, you can choose a page inside your website and
By external, you can define an external website to refer the visitor to

redirection to personalize your WordPress website

5. Check the ‘Activate rule immediately after creation’ if not checked and click on the Create Rule button.

Using the above simple rule all of the customers who are referred by Instagram, will be redirected to Instagram landing. Please note that this applies only to your existing customers as we defined that user type when creating the rule.

Redirect your ads traffic based on URL parameters (UTMs)

You can redirect the traffic coming from specific ad campaigns that you publish via Adwords, banners or blogs you do outside your website to personalize your content accordingly. For example, a nice special landing page exclusively built for your Adwords ads, a page built for your promotional email campaign or a special landing page for an online event or visitors of your booth who get a QR code to visit your website and join a competition, get discounts and so on.

You will need to define URL parameters in the form of UTMs in links you put in your ad campaign to your website. UTM values help you identify the source of the traffic in a narrower level than domain. So for a promo email campaign, you can use the link: 
https://your-website.com?UTM_source=PromoEmailCampaign

We will create a redirection rule such as the previous one just this time source should be set UTM values:
IF [UTM_source is X] THEN [Show Page Y]

redirection to personalize your WordPress website

Redirect your mobile visitors to an exclusive landing page

All of us know the importance of optimizing websites loading speed and responsiveness to improve the mobile experience, but this is actually being done by many already. So if you want to take it a step further to stand out in the competition you can create a totally different landing page for mobile users with optimized design and exclusive content.

IF [device is mobile] THEN [Show Page X]:

  1. In the Growmatik automations page, click on the + icon in one of the columns to define the user type you want to target with this redirection. For this example, we’ll choose customers.
  2. Select Device from the conditions list.
  3. Select the device type you want to target with: mobile, tablet or desktop
redirection to personalize your WordPress website

4. Select Show Page from the actions list and define an internal or external URL to redirect the segment and click on the Create Rule button.

With the above automation, your new mobile visitors will be automatically redirected to the page you specified.

Redirect visitors from a specific country

Next up in your redirection list should be geographical redirection to personalize your WordPress website.

It’s good practice to show optimized or even different content on your website to people from different countries. More relevancy will increase engagement from your visitors in different stages across your website. 

For geolocational personalization, you need to first find out the main countries that sent traffic to your website and create special landing pages preferably with translated and more localized content.

IF [Location is Italy] THEN [Show Page X]:

Let’s create a simple automation in Growmatik:

  1. In the Growmatik automations page, click on the + icon in one of the columns to define the user type you want to target with this redirection. I’ll choose leads.
  2. Select Location from the conditions list and choose the country you want to target with your redirection. You can select one or multiple countries to target.
redirection to personalize your WordPress website

3. Select Show Page from the actions list and define an internal or external URL to redirect the segment and click on the Create Rule button.

With the above redirection automation, your leads from Austria will see the German landing page when they enter your website.

Redirect only on a specific date

Running occasional promotional campaigns can be an effective way to engage your visitors. Think of a special landing page made for Black Friday or a special homepage during a period (like the COVID-19 pandemic maybe just you don’t know when this occasion is going to end!)

So the redirection rule you need to define is:

IF [date is X] THEN [Show Page Y]

  1. In the Growmatik automations page, click on the + icon in one of the columns to define the user type you want to target with this redirection. I’ll choose guests.
  2. Select Date from the conditions list.
  3.  Choose the date or date period you’d like redirection to happen.

4. Select Show Page from the actions list and define an internal or external URL to redirect the segment.

The above redirection automation will redirect all your guest visitors during 2020 November 27 to your Black Friday landing page.

Redirect when a specific page is visited

When your service is under maintenance or a product is out of stock, and you don’t want to show a null ‘check back soon’ or ‘under maintenance’ page to your visitors, you can redirect them to a temporary page with useful links and alternative products or service they might like to check and prevent a hard bounce.

So the redirection rule you need to define is:
IF [page X visited] THEN [Show Page Y]

  1. In the Growmatik automations page, click on the + icon in one of the columns to define the user type you want to target with this redirection. I’ll choose leads.
  2. Select Page Visit from the conditions list.
  3. Choose the page you want to trigger the redirection when visited.

4. Select Show Page from the actions list and define an internal or external URL to redirect the segment.

By using the above automation, all of your leads that visit the product X page will be redirected to your product roundup page.

Redirect when a user made a specific number of orders

If you have a retention strategy for your WooCommerce business, you should definitely consider gamification techniques in your business and website. This means you can define milestones for your customers to do specific actions on your website such as visiting a page or buying a particular amount of products. Imagine users will see a temporary ‘thank you page’ with a special design, cross-selling links and probably discount coupons everytime they hit an order count milestone. 

The redirection rule you will require is:
IF [X orders placed] THEN [Show Page Y]

  1. In the Growmatik automations page, click on the + icon in one of the columns to define the user type you want to target with this redirection. We will target customers in this example.
  2. Select User Behavior > Orders Placed from the conditions list.
  3. Choose the number of orders that should trigger the redirection.

4. Select Show Page from the actions list and define an internal or external URL to redirect the segment.

The above redirection will show the ‘Milestone thank you page’ every time a customer hits a total count of 5 orders in your website.

Wrap up

If there’s one way that marketing in the 2020s will differ from the past decade, it’s deeper personalization and more automation. Using smart redirections can help you make more relevant experiences for your WordPress and WooCommerce website visitors. In this article, I tried to show how to use redirection to personalize your WordPress website without affecting the search engine ranking of pages on your website. 

In a future article, I’ll share more tips on how to achieve a deeper level of personalization in WordPress and WooCommerce websites with Growmatik. If you have experiences with using redirection for marketing and personalization purposes, please do not hesitate to share in the comments below.