The Magnificent Seven
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Conversion optimisation tips for international success
Transcript of The Magnificent Seven
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
