How to improve Ecommerce results and optimize conversion by managing cross cultural differences. Presentation for MBA students on Nyenrode Business University

1. Optimizing conversion by
managing cultural differences
Geoffrey Davies
Online Marketing Director Asia & Pacific

2. TODAY
INTRODUCTION
ROAD TO CONVERSION
ONSITE CONVERSION OPTIMIZATION
CHALLENGES @ MANAGING CULTURAL DIFFERENCES
CASE CHEAPTICKETS ASIA

3. Travix at a glance
6 BRANDS
3

4. Where we operate
4
LOCATED IN
17 POINTS OF SALES
19 COUNTRIES

5. Travix at a glance
2 MILLION
AIR BOOKINGS
5

6. 3 MILLIONPASSENGERS
25 B747’S
Travix at a glance
6

7. Travix at a glance
700 EMPLOYEES
WORLDWIDE
7

8. Travix at a glance
COMBINED SALES
USD $ 2 BILLION
(USD 1,2 IN 2011)
8
+ + + +

9. CUSTOMER
CENTRIC

10. THINK GLOBAL
ACT LOCAL

11. A DIFFERENT LOOK AND FEEL,
LOCALS AT CUSTOMER SERVICE,
A DIFFERENT TONE OF VOICE
AND A LOCAL MARKETING
APPROACH
11

12. CONVERSION
ROADMAP

13. Conversion roadmap
13
Channel A Channel B
Onsite
engagement
Conversion

14. differentiation
LOCAL DIFFERENCES
FRONT-END / CMS
www.cheaptickets.nl www.cheaptickets.hk www.cheaptickets.sg
14

15. 15
Conversion optimization

16. 16
Conversion optimization
ANSWER:
TO TURN A WEBSITE VISITOR
INTO A BOOKER

17. 17
Conversion optimization
IN OTHER WORDS:
TO OPTIMIZE CONVERSION!

18. 18
Conversion optimization
BIG LOSS DURING PURCHASE
PROCESS

19. 19
What is Conversion Optimization?
“The method of creating an experience for a
website or landing page visitor with the goal of
increasing the percentage of visitors that
convert into customers” - Wikipedia
Conversion optimization

20. 20
What is Conversion Optimization?
“The method of creating an experience for a
website or landing page visitor with the goal of
increasing the percentage of visitors that
convert into customers” - Wikipedia
Conversion optimization

21. 21
Conversion optimization
MOST IMPORTANT ISSUE
For the right experience
Your website must be appealing to
your public!
• Look and feel
• Product/ price
• Purchase funnel

22. 22
Match your funnel with cultural expectations!
Conversion optimization

23. BIG
CHALLENGES

24. Challenges
LANGUAGES
CULTURES
E-COMM MATURITY
PAYMENT
LOCATION
24

25. Challenges
LANGUAGES
CULTURES
E-COMM MATURITY
PAYMENT
LOCATION
25

26. Challenges
LANGUAGES
26

27. Challenges
LANGUAGES
27
• Illustrative use & choice of words
• Elusive – Say “YES”, Act “NO”
• Flexible when it comes to
agreements – Lunch with “friends”
• Power Distance: Hierarchy &
diplomacy
• Conversation technique: start talking
when there is a silence
• Prefer well-thought-out decisions
• Eye for quality
• “The heart on his sleeve”, direct
• Frank – “I say what I think & I do what I
say”
• “Keeps his side of the bargain”
• Social inversion: straightforward &
honest towards all parties
• Conversation technique: one talks
when the other is not yet finished
• Prefer immediate action
• Eye for quantity
• Belgium • Netherlands

28. Challenges
LANGUAGES
28
Brandname

29. Challenges
LANGUAGES
29
Content

30. Challenges
LANGUAGES
CULTURES
E-COMM MATURITY
PAYMENT
LOCATION
30

31. Challenges
CULTURES
31
Cultural differences example

32. Challenges
CULTURES
32
Images & colors

33. Challenges
CULTURES
33
Images & colors

34. Challenges
CULTURES
34
How to address?

35. Challenges
CULTURES
35
Uncertainty avoidance/ reliability

36. Challenges
CULTURES
36
Proposition and design

37. Challenges
CULTURES
37
Proposition and design

38. Challenges
LANGUAGES
CULTURES
E-COMM MATURITY
PAYMENT
LOCATION
38

39. Challenges
39
E-COMM MATURITY

40. Challenges
40
E-COMM MATURITY

41. Challenges
LANGUAGES
CULTURES
E-COMM MATURITY
PAYMENT
LOCATION
41

42. Challenges
42
PAYMENT

43. CASE
CHEAPTICKETS
ASIA

44. Case CT ASIA
44
COPY CHEAPTICKETS.NL

45. Case CT ASIA
45
DID NOT WORK 

46. Case CT ASIA
46
REDESIGN

47. Case CT ASIA
47
REDESIGN

48. Case CT ASIA
48
REDESIGN - MASCOTTE

49. Case CT ASIA
49
LANGUAGES

50. Case CT ASIA
50
TEST, MEASURE & ANALYSE
PANEL SURVEY

51. Case CT ASIA
51
TEST, MEASURE & ANALYSE

52. Case CT ASIA
52
TEST, MEASURE & ANALYSE

53. Thank you!
Questions?