Here’s a straightforward way to customize your product offer from the headline to the prices to suit local tastes.
We all know people do business with people they “know and trust”. So how can you convince shoppers halfway across the world that you are reliable and someone they should do business with?
What I am about to show you will make your business “Local to the Locals”, wherever in the World they might be.
What Is A Split Test
Split testing is a vital task for any Online Business. You can gradually point your business toward better conversion rates by testing different headlines, captions, graphics, copy, and prices.
A basic split test adheres to these guidelines
- You start with a base sales page – This is called the “Control”
- Set up a new page for each component you want to test.
- For instance, set up a new page where everything is the same as “Control” except the Headline. Test various components such as price, ad copy, and bonuses, each with its page.
- Using the software, set the test criteria in terms of how long you want the test to run or set the number of visitors you want to visit each page.
During the test, the Ad tracker will record the statistics, and you can tell which page converted the most. For future tests, that page can then become “Control” as you change another component.
A Shortcoming Of Many Split Tests
Your Online Business has a big advantage over local Bricks and Mortar businesses. Your marketplace is Global. However, this is also a weakness.
Despite the shrinking of the World, depending on what you sell, people still feel more comfortable doing business with “Local” companies. Until now.
If you could tell which specific region converted best for your product offer, you could concentrate your offers there instead of wasting advertising money trying to capture a huge unresponsive Global Market.
Breakdown Your Marketplace Into Regions
Decide the level to which you want to break down your global marketplace. Depending on your knowledge of the World and the type of product you sell, you may want to target sales at a country level.
For more specific products you may feel a regional approach within each country is best.
Finally, for some offers, you may want to target people in specifically named cities within a region in a country. Once you have decided on your breakdown you need to set up your sales pages.
Set Up Test Pages
If you have decided to track sales at the lowest level, then you will need a page for the country, the region, and the city in addition to “Control”. For each regional page, change your product offer so that it appeals to the people of that region.
Do this by use of text and graphics that appeal to :
- Local Language
- Local Arts
- Local Cultural references
- Local Historical references
- Local Geographical references
- Local Social, political, and economic references
The aim is to build an impression in the visitor’s mind that your business is “Local” to them.
Re-direct Traffic To The Relevant Local Page
Now that you’ve set up the regional pages, you must redirect people from that country, region, or city to the relevant “Local” page when they visit your site.
Your visitor IP addresses are cross-referenced against a database by the script so they are directed to the right page. On their relevant “Local” page your visitors can order at discount Prices or with different bonuses you set up.
If you do this right, your “Local” business pages can outperform the conversion rates you get on “Control”.
A Few Words Of Caution
Use the tactics in this article to make Local offers that are relevant to locals in specific, chosen areas of your Global market.
However, when people realize that you are giving discounts to “Local area X”, they may try and find a way to get the discount even if they are not in “Local area X”. Theft and fraud online are a price all direct marketers have to bear from time to time.
There are two pieces of advice I can give you :
- Make your “Local” offer one where you are better off with a sale than without. In other words, do not give the product away for FREE. That way you will always make some money on the offer.
Become Local To The Locals
Develop your knowledge of the World and with your product range, you can rapidly target small markets rather than the universal Global Internet market.
This can do wonders for your conversion rates. Relevant Resources :
- Split Testing Software
Good marketers split test. Take this a step further and test your market in terms of location. Be “Local to the Locals” and see your conversion rates rise.