How to go global using your website and provide positive user experience to our visitors

ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
How to go global using your
website and provide positive
experience for your visitors
International Trade Expo, Liverpool
10 & 11 June 2014
Levent Yildizgoren –
Managing Director - TTC wetranslate Ltd

About me
• Twitter @yildizgoren
• Linkedin
linkedin.com/in/leventyildizgoren
• TTC website
www.ttcwetranslate.com

Published in Nov 2012
Free download
How to grow
your business
globally

The Nine Translation
Slip-ups to Avoid
Published in October 2011
Free download

Why sell globally
Reduce
dependency on
your home
market
Increased
chance of
success
Increased
efficiency
Fuels
innovation
Creates
growth

7 Myths you need to
overcome for going global

#1 - It is for large companies

#2 - You need to be an established

#3 - It will cost a fortune

#4 - It needs to be in large scale

#5 - It is far too complicated

#6 – Everybody speaks English

#7 - UK companies can’t compete
abroad

Success story: Titon

Titon’s Export Director says…
“I have sold and still sell injection molded products
manufactured in the UK to China!”
“UK PLC is very much alive and is well respected
around the world”

Why websites are relevant
for selling globally
• Readily available
• On-line payment facilities
• E-commerce development
• International delivery network
• About 2.5 billion people have internet access

Do you have an international
opportunity?

Selecting your target market
Take into account the following factors:
• The number of internet users in the country
• The growth rate in the country
• Their openness to new products
• State of their digital economy
• How adaptable is your product/service to local
standards

Good Resources
• State of digital economies
The Economist 2010: http://ow.ly/eZImj
• Ease of doing business 2014 World Bank report
http://www.doingbusiness.org/rankings

What differentiates online shoppers
around the world?
Source: https://www.thinglink.com/scene/438778581166850050

Returns matter in Europe
• Europeans have the second highest returns of online
purchasers (57%)
• Shoppers in Europe expect to see delivery options
and total costs early in the purchase process.
Source: http://pressroom.ups.com

Different story worldwide
• Canadian Consumers are willing to wait an average
of 10 days to receive their online purchases
• Australian shoppers have the second lowest online
shopping satisfaction rate
Source: http://pressroom.ups.com/

Determine your online strategy

• Alibaba.com employs 20,000 people and has offices
in 70 locations worldwide.
• Amazon & Ebay provides a lot help and tools for
selling internationally and receiving payment
• Ebay also owns Paypal and Magento

Website Good Practices &
Mistakes to avoid

Brand name checking is critical…

Automatic translation can go wrong…

Some facts…
• 85% of customers prefer to buy in their own
language
• Customers are 4 times more likely to buy from a
website in their native language
[source: IDC]

Localise content to overcome language
barriers
• Everyday one billion questions are asked In Google
from 181 countries and 146 languages
• Don’t just translate your content, get it adapted for
the target country

Make your website visible internationally
1
Research your
International SEO
strategy
2
Implement
your on page strategy
3
Develop your
link building
4
Measure your
results
4

Localise by language or country?
• Decide if you are targeting a country or language?

• Sub domains
• Top level country specific domain
• Sub directories
• Or language only
• But be consistent – do not mix the two

Website for over 18 countries?

Confusing: Different countries but
same language is used for all.

Site for Germany is in DE domain but
content is in English

But France is in EU domain and
content is in English

airbnb - 10 billion dollar company…
Website localised into 26 languages
consistently and professionally

Consistent and good style throughout
all languages

Micro websites…fit for purpose
• Can be used your flagship product and service
• Lets your visitor to take action easily
• About 2.5 billion people have internet access
• Cost effective way to reach your target market
• Number of pages depending on your goal
• Can be developed further

Appeal to you customers!

What did you call me…?

Don’t come across as weird…

Essentials for selling globally
• Brand name check your product or company name
• Make your website visible for the target country
• Your content translated and adapted for target country
• Register with top level country specific domains
• Use Social Media for brand influence
• And make good contacts on the ground.

And…
Keep calm
&
grow global

Contact
TTC wetranslate Limited
86 Broomfield Road
Chelmsford, Essex, CM1 1SS, UK
www.ttcwetranslate.com
Twitter: https://twitter.com/yildizgoren
Linkedin: www.linkedin.com/in/leventyildizgoren
Google+: https://plus.google.com/u/0/+LeventYildizgoren
YouTube: https://www.youtube.com/user/TranslationMatters

How to go global using your website and provide positive user experience to our visitors

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