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How to Craft Localised User Experiences On Your Website

By 12 April 2024April 28th, 2024No Comments

Creating a website that resonates with and holds the attention of your target audience is essential for success. But how can you do this? The answer lies within creating a personalised and localised user experience. After all, we all like our experiences to be tailored to our own preferences and interests. So why should a website be any different? By tailoring your website to meet these expectations, you can enhance user engagement, increase conversions, and foster long-term loyalty. Read on to find out how to craft localised user experiences on your website and reap the benefits: 


  1. Know your audience:

We know this one seems rather obvious but understanding your target audience inside-out is key to being able to personalise your website for them. Get to know your audience through market research to identify demographics, interests, preferences and behaviours. Once you’ve done this, analyse this data and create some audience personas. This way you can create a full picture of different types of people within your target audience.   


  1. Customise content:

Tailor your content to appeal directly to your target audience. To do this take your audience personas that you researched earlier into consideration. Many businesses have different users within their target audience so make sure you consider all of them. From here you can develop personalised messaging, blog articles and landing pages that speak these specific personas. For example, if you run a veterinary practice you may have treat all kinds of animals. However you notice that a lot of your customers are dog owners. So perhaps you should create more content around caring for dogs and dog ownership. 


  1. Implement geotargeting:

Geotargeting allows you to deliver content based on the user’s location, enabling you to provide localised information and promotions. Incorporate geolocation technology to customise content such as language, currency, shipping options, and specific promotions. For instance, if you run a chain of coffee shops in west London implement geotargeting to show users the closest one to them. Or if you have online ordering use geotargeting to default it to their closest one. By showing users content that is relevant to their location, you can enhance their overall experience and increase conversion rates.


  1. Utilise personalisation tools:

There are many different personalisation tools and technologies you can utilise on your website to craft localised user experiences. If you run an ecommerce website consider implementing features such as personalised recommendations, product suggestions, and targeted messaging based on past user behaviour and purchases. Many CMSs allow you to do this with a plug-in and some like Shopify already come with this personalisation tool built in. If you’re not an ecommerce site consider changing content for users based on their audience persona with tools like Optimizely.  


  1. Optimise user journeys:

Streamline the user journey to provide a seamless and personalised experience from start to finish. The key to creating a seamless user experience is to not allow your users to think too much. Make your website easy and simple to navigate. To do this try to map out different user paths based on personas and behaviours. Once you understand typical user journeys and behaviours try to optimise your navigation and content delivery around this.


  1. Continuously improve:

Now that you’ve learnt how to craft localised user experiences – you need to know how to keep it up. Future-proof your website by closely monitoring feedback, analysing website performance metrics, and conducting A/B testing to continuously optimise the user experience. This way you will quickly learn what is working for your website and what isn’t as well as be able to amend any problems as soon as they occur. By continuously improving your website you should see a massive increase in user satisfaction, engagement and conversions. 


We hope you enjoyed learning about how to craft localised user experiences on your website and can now reap some of the benefits for yourselves. If you have any other questions about user experience or need help with any other online project then get in touch with us. We’d love to see if we can lend you a hand. Until next time – happy marketing!