Using GeoIP Context to Vamp Your Value Propositions

Linda Bustos

January 12th, 2015

In the cut-throat world of ecommerce, where your competition is just a Google search away and Amazon outsells all 12 of its closest competitors combined, you need a strong value proposition to survive. And it's not just enough to have one, it must be over-communicated throughout your site. You can't just hide it behind your Customer Service links, or say it once in a rotating home page banner!

Recently spotted were 2 online retailers baking in a bit of geographic relevance into their value prop call-outs.

The first comes from Vineyard Vines, which lets customers in tax-free states know. Hat tip to Rishi Rawat for catching this example and including simple instructions on how to do this geoIP look-up with a free piece of javascript code.

The second example was spotted on Mr. Porter. As a fervent online shopper from Canada, I can't tell you how helpful it is to know up-front when a site ships to Canada (rather than finding out the hard way - in checkout). Knowing that instant-gratification of next-day delivery is available to my city is even better. If you don't tell folks, how will they know?

This is the type of site enhancement you can safely add without needing to test, though testing can satisfy your curiosity as to how much lift the tactic provides.

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Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.