Creating Localized User Experiences with GeoIP

Edmund Turbin, Solutions Engineer email: edmund.turbin@wpengine.com
twitter: @spicecadet
GeoIP
Using Location Data to
Deliver Relevant Content
|

i. GeoIP Introduction
ii. Case Studies
iii. Technical Overview
iv. Resources
v. Q&A
Overview

‣ Visitor selects country
‣ Visitor is redirected to relevant content
‣ Unnecessary manual process
WHAT’S THE PROBLEM?
Many websites rely on user input to select relevant
data for country, region, location, language.

‣ Find out where a user is
‣ Find if content relevant to location
‣ Deliver relevant content
WHAT IS GEOIP?
A solution for delivering relevant content to users
in order to optimize user journey and improve experience.

‣ Match user’s IP address, ﬁnd location
‣ Match location ID to pull details
(country, city, region, post code )
‣ Create rules based on location
‣ Deliver cached relevant content
HOW DOES GEOIP WORK?

✓Redirecting traffic to local country or language
✓Change currency, tax, shipping info specific for eCommerce
✓Location based marketing campaigns, advertising
✓Onsite/offsite content
✓Legal information or requirements
✓What’s closest to me?
WHAT IS GEOIP USED FOR?

CASE STUDIES

CASE STUDY: VINCENTIUS APPAREL

Vincentius Apparel, founded in 2012, is a global clothing
company that caters to sporting and fashion enthusiasts with a
unique line of high-fashion football-themed hats and jerseys.

‣ Improve user journey while shopping.
‣ Maximise performance
How does Vincentius use GeoIP?

“With WP Engine the site is nice and fast. Now we’ve got the best of both
worlds: we’re offering various currencies and the site is going faster.”
- Bruno Crosier, Vincentius Apparel’s co-founder.

CASE STUDY: ARNETTE EYEWEAR

Arnette is an iconic brand that has been building creative
eyewear since 1992. Arnette’s appeal ranges from sports action
stars, celebs, musicians and anyone who wants to look cool.

‣ Improve user journey while shopping.
‣ Maximise performance
‣ Deliver relevant products lines
How does Arnette use GeoIP?

“We don’t need our site visitors to ﬁnd their location on a map. Now, they’re
served the correct content every time. It’s improved site accuracy several
times over.”
- Eric Meyers, Arnette Eyewear’s Digital Marketing Specialist

TECHNICAL OVERVIEW

‣ A WP Engine Business Plan or higher
‣ The WP Engine GeoIP plugin
‣ Shortcodes for using GeoIP in posts
‣ PHP for handling logic or more advanced
template based output
‣ GeoIP Debug Plugin, Debug Bar, Debug Objects
‣ Contact Support to fully enable GeoIP
How do I get started with GeoIP?
TECHNICAL OVERVIEW

‣ 1. Country $geoip_country_code
‣ 2. State/Region $geoip_region
‣ 3. City $geoip_city
‣ 4. Postal Code $geoip_postal_code
‣ 5. Latitude $geoip_latitude
‣ 6. Longitude $geoip_longitude
What information is available to identify visitors?
TECHNICAL OVERVIEW

<?php

function
geoip_append_content(
$content
)
{

$geo
=
WPEngineGeoIp::instance();

$content
.=
"How's
the
weather
in
{$geo-‐>city()},
";

$content
.=
“{$geo-‐>country()}?";

return
$content;

//
How’s
the
weather
in
London,
GB?

}

add_filter(
'the_content',
'geoip_append_content'
);

?>

Code Sample
TECHNICAL OVERVIEW

GEOIP DATABASE - IPs by location
How does GeoIP know my location?

GEOIP DATABASE - FILTERED BY CITY
How does GeoIP know speciﬁc information about my location?

GEOIP DATABASE - FILTERED BY POSTAL CODE
How does GeoIP know latitude and longitude?

GEOIP DATABASE - FILTERED BY COUNTRY
What happens when my IP lookup is not speciﬁc?

RESOURCES

DEVELOPER RESOURCES
Using GeoIP
Troubleshooting
Download the plugin
‣ https://wordpress.org/plugins/wpengine-geoip/other_notes/
‣ http://wpengine.com/support/geoip-personalizing-content-based-geography/
‣ https://wordpress.org/plugins/wpengine-geoip/
Support
‣ https://my.wpengine.com/support#general-issue

FAQ
I’m using IPv6. Will GeoIP work for me?
‣ Yes, but you’ll need to develop a custom solution.
I’m not using WP Engine. Can I still use GeoIP?
‣ Yes, the GeoIP db is open source and free to download
I want to use GeoIP for something else not mentioned.
‣ Absolutely! Tell us what you used it for and why it was a good solution.

Q & A

What will you use GeoIP for?

Creating Localized User Experiences with GeoIP

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