Geo Fencing: A Quick Explanation
Geo fencing works off the location reader on your cell phone. If you can order an uber or have food delivered, your location reader is on. This means you can be added to an active audience and receive relevant advertising.
When someone with a cell phone enters a geofenced area or target zone, the encrypted information is added to an audience. An advertiser can now serve ads to this audience across most websites, apps and even television.
We can also track when someone receiving ads crosses over into a conversion zone like your place of business. This provides a precise ROI on your advertising dollars.
Remember, the places you physically go is the strongest indicator of your buying intent.
Relevant advertising to targeted audiences provides the best results.
Geo Fencing and Conversion Rate Optimization
The study of Conversion rate optimization (CRO) is the step by step process of increasing website visitors who take a desired action. That action could be filling out a form, becoming customers, e-commerce sales, etc.. The CRO process involves analyzing how users move through your site, what actions they take, and what’s stopping them from completing your goals.
First Step: Measure Traffic from Your Geo Fencing Advertising Campaign and Review Reports
If you are working with a quality geofencing agency, like GetGeofencing, you will get reports showing:
- Locational Data
- Time of Day
- Demographic Data
- Click Response
- Physical Visits to Your Location (if applicable)
- Ad Response
Start with analyzing your conversion rate. Simply put:
Website Visitors / Desired Action
Example: If you have 5,000 website visitors and 500 of them complete a desired action, then your conversion rate is 10%.
Use Quantitative Analysis
Perform quantitative analysis. A brief definition for quantitative analysis is:
- Using mathematical and statistical modeling, measurement, and research that to understand behavior.
- Presenting reality in terms of a numerical value.
- Evaluating and predicting real-world events.
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Develop a Strategy to Make the Most of Your Geofence Marketing
Here are the top 10 changes you can make to your website to increase conversion:
- Add a pop-up to your site
- Remove unnecessary form fields
- Add testimonials, reviews, and logos
- Remove distractions
- Make the initial step really easy
- Add a third-party signup service
- Strengthen your CTA copy
- Add live chat to your site
- Try another offer
- Offer a money-back guarantee
Conversion Rate Optimization Website Design
Look at competitor sites, ones that are increasing their ad spend. This tells if their design is working. The four cornerstones of conversion website design are:
- Colors for conversion
- Highlighting the offer
- Testing ad copy
- Testing styles and layouts
A practical way to do this is have the folks at Fiverr.com or Upwork.com build landing pages, then give Getgeofencing.com a call to draft ads and run them in front of targeted audiences. It should take about 2 weeks to know what is working.
For any questions, please feel free to check out our website at www.getgeofencing.com
or give us a call at our offices: 866-951-0330
Christopher Seminatore is former Naval Intelligence. He became familiar with military applications of geofencing technology during the Gulf War. Since its crossover into the private markets, he has innovated strategies and protocols for effective marketing capabilities. He currently is a guest lecturer at UC Irvine for the Masters Business Curriculum – Hyper Local Marketing. Christopher resides in Los Angeles, California and is an avid motorcycle enthusiast. Drop by and say hi at his Facebook Page.