Conversion optimization by managing cultural differences. Practical tips and examples how to deal with international online marketing and online user experiences.

1. Optimizing conversion by
managing cultural differences
Geoffrey Davies – Global Online Marketing
Online Marketing Director APAC

2. Content
• Introduction
• International Online Marketing
• Conversion Optimization?
• Culture & Language
• Funnel Matching
• Conclusions

3. Introduction
• Travix operates six brands in 16 countries;
• employs 430 staff; with combined sales in
excess of US $1,1 Billion.
• Travix is part of BCD Holdings N.V

4. realized
planned
Countries Travix brandsBA VY CT

5. International online marketing
• Different countries, different cultures
• Difference online development stage
• Language
• Geographical challenges

6. Conversion optimization
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

7. Conversion optimization
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

8. Conversion optimization
Most important issue:
In order to create the right experience
Your website must be appealing to your public!
• Look and feel
• Product/ price
• Purchase funnel

9. International online marketing
• Different countries, different cultures
• Difference online development stage
• Language
• Geographical challenges
= Different websites!

10. International online marketing
• Different countries, different cultures
• Difference online development stage
• Language
• Geographical challenges
= Different websites!
How to manage differences?

11. Belgium
• 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
Netherlands
• “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
Source: Paul Wouters – Belgian & philosopher
Culture & Language

12. Funnel matching
• Why needed? Each step causes fall out.

13. Funnel matching
How to minimize fall out:
• Match each step of the funnel with target
group expectations
• Online expectations depend on:
– Culture & Language
– Level online development/ experience

14. Funnel matching
Step 1: Attention/ Interest (Homepage)
• Brandname
• Images
• Text
• Proposition
• Colors
• Reliability

15. Funnel matching
Step 1: Attention/ Interest (Homepage)
• Brandname

16. Funnel matching
Step 1: Attention/ Interest (Homepage)
• Brandname

17. Funnel matching
Step 1: Attention/ Interest (Homepage)
• Brandname
• Images

18. Funnel matching
Step 1: Attention/ Interest (Homepage)
• Brandname
• Images

19. Funnel matching
Step 1: Attention/ Interest (Homepage)
• Brandname
• Images

20. Funnel matching
Step 1: Attention/ Interest (Homepage)
• Text
• Proposition
• Colors

21. Funnel matching
Step 1: Attention/ Interest (Homepage)
Reliability

22. Funnel matching
Step 2: Selection/ Purchase
• Product should be appealing to public
– Domestic (France, Germany)
– Short haul
– Long Haul (Vayama USA)
– Dynamic Packaging

23. Funnel matching
Step 3: Check out
• Single page check out vs. multiple page check
out

24. Funnel matching

25. Funnel matching

26. Funnel matching

27. Funnel matching

28. Funnel matching
Step 4: Payment flow
• How process additional costs?
• Right payment options

29. Conclusion
Funnel Matching will help to managing cultural
differences, will decrease fall out &
increase conversion!

30. Thank you!!