Hot Take: Localization Isn’t Always Better (Our Multi-Market CRO Test)

by Ali DeMocker , VP of CRO at BMG360

Personalizing based on location sounds like a no-brainer...show people something that feels “local,” and they’ll convert more.

We ran a series of market-level CRO tests across multiple U.S. regions, Central Texas, Philadelphia, Southwest Florida for a national home services brand with dozens of service areas as part of a larger strategy to generate leads at scale across local markets.

The results were mixed. In some markets, local headlines and imagery worked. In others, performance flatlined or dropped, challenging a core assumption of modern marketing: that localization is always a positive lever.

The Test: Local Cues vs. Control

We A/B tested localization/geographic personalization at the landing page level. Each page had the same offer, with just a tweak in image and copy tone based on region.

• Hero imagery: Local aesthetics (think log homes in Colorado, bay windows in Philly)
• Headline copy: Adding state or city names directly into the H1
• Measurement: Combined conversion rate = (form fills) ÷ sessions
• The Channel: Paid Social (Facebook and Instagram)

What We Found:

• Central Texas and Philly saw uplift from localized variants.
• Southwest Florida underperformed when “Florida” was dropped into the headline. Even with aesthetic tweaks, the localized version dragged conversion rate down.

And most other markets, there was no clear winner. So, the “personalized” version didn’t beat control.

Why Localization Sometimes Fails

Just because something’s local doesn’t mean it lands. We need to gradually test localization elements to see what works vs. what doesn't. But here are some reasons why it could fail:

1. Relevance ≠ Resonance: A “Florida” headline might be technically local, but emotionally generic.
2. Creative Specificity Is a Risk: The wrong local cue, the wrong photo, tone, or timing, can backfire.
3. Market Nuance: Naples ≠ Tampa. Local isn’t one-size-fits-all. Climate, architecture, and cultural markers vary widely even within a state.
4. Signal Saturation: Obvious geo tokens (“Serving Florida homeowners”) get tuned out fast.

How to Personalize Smarter

We're definitely not saying to stop localization altogether, but don’t assume it’s always better. Here’s how to use it with a performance marketing mindset:

• Consider Each Location — Determine this on a per-location or per market basis, not globally. Just because it worked in Dallas doesn’t mean it will work in Tampa. 
• Measure Holistically — Calls + forms, always. If your form fills drop but calls spike, and you’re only looking at one channel, you’ll call the wrong winner.
• Iterate the Creative — Swapping “Colorado” for “Texas” in the headline is not actually localization. Test different visual language, tone, and layout and don’t assume “local” is one style.
• Set Guardrails — Run panel reads before deploying imagery, and build stop-loss rules into your test so you can shut down underperformers early.

Like everything in CRO, localization has to be tested, tracked, and tweaked by market, by creative, and by behavior.

Get in touch with Ali DeMocker if you want to talk localization and whether it's right for your brand!