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.

1. Moravia
Ten Ways
to Win the
Global Click
Optimizing the purchase
journey for buyers worldwide

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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