Many websites will have hits from a number of countries across the world due to the same type of customs and likes in products and services. Most products that are marketed in North America will also be marketed in Europe and Asia as well as Australia. Once companies have a presence in a particular region they will market their site to new visitors in those regions in order to increase the market share in those areas.
Through the interconnectedness of the internet it has became commonplace for customers on a website to be representative of countries across the world. Using this dimension as a segmentation criteria, it is possible to observe navigational patterns of visitors from different countries. That way, we can optimize the website according to their specific needs and habits and increase the conversion.
In addition, we can spot the issues or obstacles the visitors from specific countries have while visiting the website and try to address those issues.