Weather Targeting

Weather targeting is a marketing strategy involving grouping consumers based on weather conditions or weather-related data and then creating specific approaches according to the weathers specifics. 

It’s an approach designed to deliver personalized marketing messages, offers, and overall experiences , tailored to specific weather conditions or seasonal variations.

This strategy is based on research and observation revealing that weather significantly influences human behavior. 

For instance, on sunny days, people tend to be more productive and engage in outdoor activities, whereas during rainy weather, individuals often prefer staying indoors, leading them to activities like reading or online shopping.

Given these observations, weather targeting integrates weather data into marketing strategies, in the hope of delivering more relevant and persuasive messages. 

Weather Targeting Impact

This approach seems to be an increasing trend in Conversion Rate Optimization, due to its power to convince visitors it is the right time to shop online – by reminding them of their needs at a certain moment.

Smart marketing nowadays is all about being customer-centric, and understanding the various factors influencing the decision-making process – weather included. If you analyze customer behaviour in relation to weather data, you can figure out when and how your sales fluctuate based on weather conditions.

This insight helps you adapt your marketing strategies to be more effective and adaptable.

What’s more, weather targeting is an excellent way to become more relevant and stand out from your competition. Displaying a message related to what’s happening in the moment will always catch peoples’ eyes – it’s something a customer can immediately apply to soften their reality.

For example, a clothing store might push summer clothes and outdoor gear when it’s sunny, while promoting cozy indoor wear on rainy days.

And it’s not just about your acquisition campaigns.

Digging into data about how weather affects online shopping can give you powerful insights. Once you’ve got that data, you can customize your website and target your efforts to match the weather conditions that matter most to your business.

Although weather targeting works for almost all types of industries, some industries draw more advantages by utilizing these techniques. These include:

• Fashion/clothing
• Automotive
• Beauty and cosmetics
• Sports
• Home and gardening
• Beverages
• Pharmacy

Practical Weather Targeting Ideas 

To make it even easier for you, here are a few ideas you can use on an eCommerce website from some of the above mentioned categories.

In the fashion/clothing industry, you can display a “complete look for the weather outside.” 

If it’s a sunny summer day, show a girl wearing a colorful dress, sandals, and a pair of sunglasses. If it’s a rainy day, show customers a proper outfit for that type of weather, and do not forget about the umbrella.

If you have a website in the automotive industry that sells tires, you can transform a huge upcoming snowstorm into a great opportunity. 

When a snowstorm is about to hit a certain city or country, a tire-selling website can automatically show a warning on its website and display a pop-up to remind drivers to equip their cars with winter tires. 

It’s obvious that not all those who see this message will instantly purchase snow tires, but they most certainly remember the warning message and your brand.

You can use weather targeting to promote sunscreen lotions for a beauty and cosmetics website – on a very hot summer day, when the UV radiation is above its normal rate, remind mothers to protect their kids with sunscreen lotions. 

Also, you can showcase the waterproof cosmetics on a pop-up and remind women they can use them when going to the pool.

Quick Weather Targeting Case Study

Here’s a successful example with one of our clients from the home and garden industry.

Covera is an eCommerce website that sells Home and Garden products.

Opportunity

Covera wanted to increase sales in the category “Trees” using an overlay. 

The overlay’s role was to inform the website visitors about the weather conditions and how it affects the trees.

Even though December was a cold month, and it seemed impossible for our client to sell trees during this period, we identified an opportunity: selling trees to consumers who lived in regions where the weather was fine.

Therefore, we created a live A/B testing experiment on their website.

Segmentation criteria based on the weather conditions:

• Temperature above 2 degrees Celsius
• The weather condition is sunny

Results: The conversion rate increased by 117.86%.

Wrap Up

Identifying patterns in your conversion rates based on weather conditions can help you personalize your approaches, anticipate customer needs, and optimize strategies to align with customers’ behaviors. 

This level of customization not only enhances customer satisfaction but also leads to increased sales and brand loyalty.

Whether it’s promoting outdoor products on sunny days or cozy indoor items on rainy days, understanding weather-driven consumer behavior can significantly impact a business’s success.

Ready to dive into the world of weather targeting?

Use Omniconvert Explore to experiment, analyze, and tailor your strategies based on the weather! 

This all-in-one CRO tool helps you create a more personalized and engaging experience for your visitors, transforming your CRO approach!

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