Using GeoIP Context to Vamp Your Value Propositions

geoipIn 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.

tax-free-shipping

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?

delivery-to-vancouver

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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