One of the major attractions of selling online is the ability to address global markets as well as your local market. Doing this effectively means localising key content (e.g. prices) for people visiting from countries around the world. The impact on sales if this is done correctly can be extremely positive: one client saw a 300% increase in international sales since implementing geo-located pricing and delivery. Nor is this overly complex to do, thanks to widely available global payment platforms such as PayPal and geo-location tools such as MaxMind.
And so for the second in our series of technical blog posts, we are going to look at the opportunities to enhance your e-commerce site using geo-IP location. Geo-IP location sounds complicated but it is simply the process of determining where your individual website visitors are geographically located in the world; this is achieved by looking up each visitor’s IP address in a database which maps known IP addresses to individual countries or even cities.
As an online retailer, knowing where your website visitors are located allows you to provide them with a much more personalised shopping experience – for example, you could:
- Show specific contact details for your visitor’s country
- Price your product catalogue in your customer’s local currency
- Automatically calculate delivery times and costs for their order
These sorts of personalisations work in two ways to improve your bottom-line: firstly, they increase the level of confidence and trust which a visitor feels in your site by showing that you can treat them as a ‘local’. And secondly, they reduce friction in the check-out process, removing difficult steps for the user such as converting the given currency into their own money. Using these techniques can significantly increase conversions among overseas visitors, as we have seen above.
On to the technology: although there are various providers of geo-IP address databases, we use MaxMind because it is free, simple to use and regularly updated. Also note that many e-commerce packages such as Magento or Prestashop have MaxMind integrations available already for free or low cost – check online to see if your e-commerce package has one too.
For this example we will be proceed as if we are integrating MaxMind directly with a simple PHP-based online shop; we will use MaxMind to display some simple internationalised information to your site visitor. In future blog posts we will explore some more sophisticated localisation approaches, to really drive more sales.
Now on to the technical steps…
