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How to personalize content by country

December 1, 2020 | Teemu Raitaluoto

Most online businesses today have no physical limits to where their customers come from. However, there's a huge difference how relevant a website feels to a visitor from different geolocation if the website is personalized well.Personalization content by country is not the exact same as personalizing by language. While you could use country as a proxy for language, using the preferred language of a visitor's browser is much better at capturing that audience. This Playbook covers aspects other than language alone. 

When to use this Playbook

If you're serving customers multiple countries and want to increase your conversion rates for different countries. Personalization by country is similar to localization.

How to personalize

Top-of-the-fold

¡Hola! A popular way to draw the attention of the visitor is to greet them by their country's language.

Logos

The logos on your site are most relevant when they are from companies of your visitor's country. This way the visitors has the highest change of recognizing the customers you're already serving, making them much more relevant.

For example, Stripe shows logos of Nordic companies to visitors from Nordics (makes sense, huh?)

Nordic logos on Stripe's site

Logos of US companies for US visitors

US logos on Stripe's site

And logos of western European companies to visitors from you-guessed-where. (PS. I didn't know Booking.com was from the Netherlands, but I bet the Dutch visitors did).

European logos on Stripe's site

Pricing

You can use the Purchase Power Index (PPI) to adjust your pricing for each country you sell to. The PPI takes into account the income and cost of living so it's a good proxy of each country's willingness-to-pay. Another well-known index is the Big Mac index, created in 1986 by McDonalds to indicate the price of a hamburger McDonalds sold in each country.

For example, the PPI of India is nearly 1/10 of the PPI in United States, meaning the customers from India likely require prices that are 90% lower. This seems intuitive if you know that the average monthly income in India is $178 and cost of living is nearly a third of US.

Remember to also use the local currency units.

Data available

  • Country is any (see list of countries, some of the smallest countries are removed from our data, but you can always request them through support)

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