How to use website dynamic content based on user location

PlaybooksBy Mariana Bonanomi and Yasmin Gonçalves

Most marketers are aware that personalization is the key to tailoring seamless user experiences. This strategy adds unique value to browsing journeys. Meanwhile, generic messaging usually leads to missed opportunities to connect with your audience. Targeted communication makes customers feel they're getting special attention.

A practical approach is using dynamic geolocation-based content, and you can do it by tracking user location data. Website personalization by location allows companies to communicate only to users browsing from specific regions without affecting the navigation experience elsewhere.

Here are some ways you can provide users with targeted experiences:

  • State-specific campaigns, offers, and promotions
  • City-specific store restrictions
  • Special shipping conditions
  • Tests in a metropolitan area

This playbook will provide you with a step-by-step guide on how to create personalized experiences based on examples like these. Keep reading to learn how to do it, from segmentation to personalization.

Table of contents

Learn how ISZI boosted the conversion rate and ARPUISZI increased the conversion rate by +39% and the average ticket by +88% with personalization based on geolocation.
Two different states: for each one, a different personalized top bar

How to create your personalized experience

Creating a personalized experience is simple with Croct.

The first step is to go to your Workspace in your Croct Admin.

Next, click Experiences and then New.

Now, we'll show you how to segment users based on their location, select the part of your site you want to personalize, and define the content you’ll display.

Audience

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a form for defining audience name, ID, and criteria.
How to create an audience within an experience in Croct's PMS

To segment users, click on New audience and enter a CQL expression that matches the target audience.

You can segment users based on their location using the current country, state, or city. These are some examples of queries to create location criteria:

  • location's city is "New York"
  • location's city is in "New York", "Los Angeles"
  • location's stateCode is "NY"
  • location's stateCode is in "NY", "CA"

Slot and content

Slots are any personalizable elements of your application.

Three wireframes highliting home banner and top bar website slots you can personalize.
Home banner and announcement bar slots examples

Some popular choices are the announcement bar, the landing page hero, and the home banner. Still, you can also personalize any page section to include targeted information.

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A drop-down menu displays options of slots you can personalize.
How to select a slot in an experience within Croct's PMS

Select the slot you want to personalize, and finally, click on Content to specify elements such as images, copies, and button colors you want your audience to view. Be creative!

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a content form for images, copies, and colors of the personalized content
Croct's content form makes it easy to define which personalized elements to display

Extra options

After defining the audience, the slot you want to personalize, and the content, everything is almost up and running!

You can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.

Screenshot of Croct's admin with buttons with options of scheduling, prioritizing, and choosing a time zone for a personalized experience.
You can schedule, prioritize, and choose a time zone for experiences

Next, publish your experience or go to the preview to see the magic happen!

That’s a wrap

Geo-location-based personalization is a practical approach to adapting website content and offers according to the user’s location. It can significantly enhance the user experience and allow you to offer discounts and pricing plans for specific regions and display prices in the users' local currencies.

Besides these ideas, you can also use personalization to boost organic search results or get inspired by some of our examples for e-commerce.

Sign up for a free account today and explore our platform to enhance your content delivery and improve your brand authority. Happy personalization!

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