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Ten Ways to Win the Global Click

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Different cultures shape consumer expectations and preferences for the online purchase journey
in different ways. But here’s one universal truth: if savvy shoppers can’t find it, understand it, or relate to it, they won’t buy from your site.

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Ten Ways to Win the Global Click

  1. 1. Moravia Ten Ways to Win the Global Click Optimizing the purchase journey for buyers worldwide
  2. 2. Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Different cultures shape consumer expectations and preferences for the online purchase journey in different ways. But here is one universal truth: if savvy shoppers cannot find it, understand it or relate to it, they will not buy from your site. So, as a retailer entering a new market, how can you win the international shopper online? ›› Make your website and products easy to find and provide all the details shoppers need to feel confident in their purchase ›› Create an intuitive and engaging shopping experience ›› Deliver service that turns your customers into brand advocates Here are 10 ways to optimize your purchase journey for global buyers and win the global click.
  3. 3. Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life One Streamline the Hunt for Information 1.1 Create an In-market Campaign 1.2 Build Your Local Brand Voice 1.3 Design Market-specific Strategies for Content and MSEO
  4. 4. Red can symbolize beauty in Russia Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Create an In-market Campaign The most effective campaign themes in your home market may fall flat in other locales. Work with in-country digital marketing pros to tailor or even manage your campaigns to suit regional buying patterns, popular culture, holidays and other shopping trends. 1.1 Color preferences: colors carry different meanings in different cultures. Red, for instance, can represent love (Europe), good luck (China) and even mourning (South Africa).
  5. 5. Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Build Your Local Brand Voice Your brand is your most precious asset. Direct translation often loses the emotional pull of highly branded content. Work with professional transcreators to re-create the look, feel and messaging of your creative campaigns for your new markets. A global study found that brand value and international revenue show a strong link with the number of languages a company website offers. Source: CSA Global Website Assessment Index 2015, p. 5 1.2
  6. 6. 75% of those searches are not in English 89% of global consumers use search for purchase decisions Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Design Market-specific Strategies for Content and MSEO Each market has its own preferred search terms and engines, so simply translating keywords is not enough. Invest in a multilingual SEO (MSEO) strategy so you pop up where shoppers are looking. Then, make sure influential content is tailored to the market and written by in-country authors. 1.3
  7. 7. Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Two Delight International Shoppers Before They Buy 2.1 Tap into the Selling Power of Video 2.2 Adapt Your UX to the Market 2.3 Nothing Sells like a Great Review
  8. 8. 73% of adults are more likely to buy a product after watching a video about it Source: Animoto Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Tap into the Selling Power of Video Video and other media assets may be costly to produce, but they are well worth it. Powerful media assets do not have to break the bank: plan ahead to recycle productions with market- specific subtitles, graphics and voiceovers. Four times as many consumers would rather watch a video than read about a product. Source: Animoto 2.1
  9. 9. 88% of shoppers check product details and prices online Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Adapt Your UX to the Market Shoppers are quick to click away if they cannot easily navigate to the content they need. What is intuitive in one market may be downright confusing in another. Work with local UX experts to create a frustration-free navigation experience for your target culture, then test it with a vengeance on each device in every target language. 74% of tablet owners use their devices to browse or buy products. Source: Webloyalty, p. 5 Source: Webloyalty, p. 12 2.2
  10. 10. 67% of people are influenced by reviews when shopping online Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Reviews influence 67% of people who shop online—because buyers trust feedback from other buyers. But user-generated content may include spam, profanity or other turn-offs that are hard to identify in other languages. Support meaningful reviews, moderate the community and share user feedback with product teams. Super-shoppers help you sell: 80% of a site’s reviews come from the top 20% of its customers by lifetime value. Source: Google ZMOT study, p. 32 Nothing Sells like a Great Review 2.3
  11. 11. Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Three Boost Revenues in Every Target Market 3.1 Maximize Your Sale with Contextually Relevant Offers 3.2 Make It Easy to Pay
  12. 12. 56% of shoppers would use a retailer more if they had a good personalized experience Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Cross-sell and upsell like a market insider by building campaigns around local sporting events, holidays, traditions or current events. Then, feed your personalization engines with carefully crafted offers that local shoppers cannot refuse. Maximize Your Sale with Contextually Relevant Offers Source: Webloyalty, p. 34 3.1
  13. 13. 60% of online transactions in the Netherlands rely on iDEAL, a payment method local to the Dutch market Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Not all markets are comfortable with credit cards or online purchasing: you may need to support “collect on delivery” or other buying preferences. Tailor the purchase experience to the local currency, payment preferences and regulations—and avoid prohibitive shipping fees. Make It Easy to Pay Source: The Global E-Commerce Payments Guide, p. 10 3.2
  14. 14. Lealtad Fidélité Loyalty Loyalität Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Four Win Global Customers for Life 4.1 Win Customer Loyalty Through Language 4.2 Fix Social Negativity Before It Escalates
  15. 15. 3 out of 4 consumers with some English language proficiency are “more likely to purchase the same brand again if the after-sales care is in my own language.” Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Shoppers who buy in their native language will be disappointed to find a language barrier when they need post-sales support. Boost your customers’ brand satisfaction by localizing all the content they need to deploy, understand or fully enjoy their purchases. Win Customer Loyalty Through Language Source: “Can’t Read, Won’t Buy: Why Language Matters on Global Websites” by Common Sense Advisory, 2006 4.1
  16. 16. of brands only engage with untagged brand complaints on Twitter 1.9% Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life Consumers use social media to have conversations about your brand—and to vent if things go wrong. In‑country, native-language sentiment analysis and social media monitoring may just save the day, win back defecting customers and even turn them into brand advocates. Fix Social Negativity Before It Escalates Source: Brandwatch, Retail Report: An analysis of retail brands through the lens of social media, 2015 4.2
  17. 17. Ten ways to win the global click 1. Optimize the hunt for information 2. Delight international shoppers before they buy 3. Boost Revenues in Every Target Market 4. Win global customers for life We are RWS Moravia. We create global content that performs. We support many of the world’s most successful e-commerce operations by optimizing all aspects of global content strategy, production and delivery. Our in-market content experts, copywriters, brand-savvy linguists and global infrastructure make RWS Moravia a single-stop solution for e-retailers looking to conquer new markets with large-scale, high-velocity and premium-quality global content. If you are looking for a strategic globalization partner to keep pace with your rapidly changing digital content demands, get in touch. www.rws.com/moravia Moravia Follow us

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