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A visitor from Milan, a customer in Berlin, a shopper on vacation abroad — a global site has to speak each of their languages and reflect each of their markets. Real multilingual personalization goes past translation: the content, product and content recommendations, promotions, and messaging all adapt to the visitor’s language and location.
Here’s how to do it in Personyze — how it detects language and location, how to vary content and messaging, how to serve recommendations from the right localized feed, and how it handles the tricky case of a customer who’s traveling.
Everything starts with two signals: language and location.
For language, Personyze can read your site’s own language selector (from the URL or a page element), a cookie value that stores the chosen language, or the browser language as a fallback — and you can combine them.
For location, it uses IP geolocation (country, region, city) or, for identified visitors, CRM / account data (easy to integrate). Language and location can be combined into a single condition, so you can target “Italian speakers in Switzerland” as easily as “anyone in Italy.”
With language and location resolved, you can drive content variations across the site. In Personyze you set up cases like “if the visitor’s language is Italian, show this hero, this banner, this message” — then a different variant for German, French, and so on.
Because location is a signal too, you can go further with combinations: Italian in Italy sees one promotion; Italian in Switzerland sees another, with different currency, shipping, or offer. The same website personalization mechanism localizes headlines, CTAs, images, popups, and promotional banners — not just translated copy, but the right message for the right market.
You don’t need a separate campaign per language. In Personyze, a single template can speak to every visitor differently through cases: you set up a list of conditions, each with its own content, and Personyze shows the first one that matches — with a default for everyone who doesn’t. That lets one template swap the headline, copy, or CTA per segment, in real time, with nothing extra to maintain.
This is what it looks like in Personyze — you add each case, choose its condition, and type the content, right in the visual editor:
And if you’d rather do it programmatically, the same cases look like this:
${case} ${when Locate('Italian', language)}Offerte pensate per te ${when Locate('German', language)}Für dich ausgewählte Angebote ${when Locate('French', language)}Des offres pensées pour vous ${else}Deals picked for you ${end}
Personyze checks each condition in order and outputs the first match, so an Italian speaker sees one headline, a German speaker another, and everyone else gets the ${else} default.
${else}
And it isn’t limited to language — swap language for any attribute you track (country, plan, returning vs. new, page topic, or industry) and the same few lines cover as many variations as you need:
language
${case} ${when Locate('Ecommerce', industry)}Turn more browsers into buyers ${when Locate('SaaS', industry)}Turn more trials into paying users ${when Locate('Publisher', industry)}Keep readers reading, longer ${else}Personalize every visit ${end}
That’s relevance at the field level: one asset, driven by your own visitor data, rendering the right message for each segment.
Recommendations are where localization gets interesting, because the items themselves need localized titles, descriptions, and often prices. Personyze handles this through your feeds, in one of two ways:
Then, when you configure a recommendation widget or JSON recommendations, you use the feed filter (data source) setting to pick the right feed — by language, by location, or by a combination. An Italian visitor gets Italian titles and euro pricing; a German-market customer gets the German feed. This works for both product recommendations and content recommendations, so you can recommend articles in the reader’s language too. (For how the underlying algorithms choose items, see our guide to recommendation algorithms.)
Location by IP is right most of the time — but not when someone is traveling. Picture a German customer browsing from a hotel in Italy. By IP they look Italian; by account they’re German.
For identified visitors, Personyze can let CRM data decide the market. So that German customer keeps the German feed — German language, EUR-DE pricing, German offers — even while abroad, consistent with their billing and catalog. For anonymous visitors, IP location decides. It’s a small rule that prevents a logged-in customer from suddenly seeing the wrong currency or catalog just because they’re on vacation.
Every piece of this — localized content, recommendations, promotions — runs across channels. On the site it’s widgets, dynamic content, and popups; in the inbox it’s open-time email that renders the right language and offers at the moment of open; and for headless or app stacks, it’s the JSON/API. One set of language and location rules, applied everywhere.
It can read your site’s own language selector (from the URL or a page element), a cookie value that stores the chosen language, or the browser language as a fallback – and you can combine these signals.
You localize your feed either by adding language columns to a single feed or by creating one feed per language/market. When you set up a recommendation widget or JSON recommendations, the feed filter selects the right feed by language, location, or a combination.
Yes. Language and location are both signals, so you can target combinations – for example Italian speakers in Switzerland versus Italian speakers in Italy – each with their own content, currency, and offers.
For identified visitors, Personyze can let CRM/account data decide the market, so a German customer browsing from Italy still gets the German feed, language, and pricing. For anonymous visitors, IP location decides.
Yes. The same feed and targeting approach applies to content recommendations, so you can recommend articles and content in the reader’s language, not only localized products.
Yes. Open-time email renders recommendations, content, and offers in the visitor’s language at the moment they open the email, using the same language and location rules as the site.
Use Personyze’s built-in ${case} / ${when} logic inside a template. You list conditions with ${when Locate(‘value’, attribute)} and a message for each, plus an ${else} default, and Personyze outputs the first match. One template then renders the right headline, copy, or CTA for each segment – by language, country, plan, industry, or any attribute you track.
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