E-commerce: how does geography affect conversions?

Since buyers have to share their shipping address when shopping online, it is quite easy for e-commerce merchants to know where their customers live. They can also find out this information via Google Analytics. However, a lot of retailers do not make the most of this data. Consumers’ locations affect the performance of a shop in several ways. As such, geographic variables must be taken into consideration when designing marketing campaigns. To help you better understand this idea, this article will explore the impact of geography on conversion rates.

Marketing costs
Countries have different marketing costs. For instance, trying to reach a customer who lives in New York might be more expensive than one in Oklahoma. If you have data about the expenses and total sales for each area, you will be able to calculate the relative amount of money spent per conversion. Thus, you will have a clear idea on your profitability, that is, which area allows you to make more sales.

Products
The items that customers prefer depend greatly on region. For instance, you cannot have an ad campaign running in a location where it never snows. On the other hand, marketing rain boots during the wet season could be a good idea. As such, you must showcase products according to real-time weather conditions. This may be time-consuming but it will definitely increase your sales.

Design ad campaigns according to certain locations