The Magnificent

Seven....

.....tips on International Web

Conversion by Joe Doveton

Wanted

Language Logistics DataPayments

It’s The Wild West Out There

Wanted Wanted Wanted

Customers are everywhere

So your website has to cater

for this......

....which means a global

template may not work....

What the hell is “Conversion

Optimisation” anyway?

What the hell is “Conversion

Optimisation” anyway?

Web Analytics

Web DevelopmentBrand Marketing

Usability

Customer Acquisition

Re-marketing

Personalisation

It’s A New Way of Thinking

Test

Analyse

Refine

Why Bother?

Why Bother?

+500%

Do It. Or this happens.

Gratuitous Iceberg PictureFine arts Literature Drama

Classical Music Popular Music

Folk Dancing Games Cooking Dress

Eye behaviour

Contextual Conversational Patterns

Social Interaction Rate Facial Expressions

Notions of modesty Conception of beauty

Ideals of childrearing Relationship to animals

Patterns of superior/subordinate relations Definition of sin

Courtship practices Conception of justice Incentives to work

Notions of leadership Tempo of work Group decision making

Conceptions of cleanliness Attitudes towards dependents

Theory of disease Approaches to problem solving Conception of status mobility

Status designations based on age, sex, class, occupation, kinship etc

Nature of friendship Ordering of time Conception of ‘self’

Preference for competition or co-operation Body language Notions about logic and validity

Patterns of handling emotions

Cultural Differences in Design

Cultural Differences in Design

#1: Webenese

Itenglian

Germish

Top Tip: Sweden is top for

proficiency in English. Libya is

bottom.

#2: High Context and Low Context#2: Colours, Colors, Coloures

etc

Red: Luck in China

Red: Beauty in Russia

A Good Colour For Prices?

Green For Go in Britain

Green For Death in Brazil

Green For…Er….Blue in

Japan?

Top Tip: Orange in Holland.

The Dutch love Orange.

Germans are uncomfortable

with the red, black and gold of

their flag however.

# 3: Payments and Culture

German Payments

Islamic eCommerce

Indian Cash On Delivery

Top Tip: 51% of Germans said

they wouldn’t go back to a

retailer who didn’t offer their

preferred payment method

# 4: Website Ergonomics

Alignment

Tatagaki Vs Yokogaki

It’s Complicated?

Top Tip: Asian users are much

more likely to be comfortable

with a long page and scroll

down

#5: Calls To Action

European CTAs

CTA Colours, Shapes and

Forms

Case Study: Chapman Freeborn

Red in China

Silver in Germany

Top Tip: in GlobalMaxer tests

in 2013, button text and style

changes have had more of an

impact than colour changes

#6: Technology

Italian broadband

IE6 in China

Arabic Flash

African Mobile

Top Tip: Russian customers

need to build up trust with

retail brands. Start off with a

concession in one of the main

marketplaces like Ozon.ru

#7: Winning and Losing

Why I Like Losing Tests

Case Study: Twinings

Case Study: Twinings

Case Study: Twinings

Case Study: Boots Singapore

Case Study: Boots Singapore

Top Tip: think of losing tests

as money saved on wasteful

projects. The cost of a

functional “world class”

eCommerce site with CMS is

now $100,000+ (source:

webpage FX)

Closing Thoughts

• Conversion Optimisation is a new way of

thinking

• Culture affects everything

• There isn’t a cultural silver bullet

• Test, reflect, learn and improve