Improving conversion by good cross cultural management - Nyenrode Business University

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How to improve Ecommerce results and optimize conversion by managing cross cultural differences. Presentation for MBA students on Nyenrode Business University

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Improving conversion by good cross cultural management - Nyenrode Business University

  1. 1. Optimizing conversion bymanaging cultural differencesGeoffrey DaviesOnline Marketing Director Asia & Pacific
  2. 2. TODAYINTRODUCTIONROAD TO CONVERSIONONSITE CONVERSION OPTIMIZATIONCHALLENGES @ MANAGING CULTURAL DIFFERENCESCASE CHEAPTICKETS ASIA
  3. 3. Travix at a glance6 BRANDS3
  4. 4. Where we operate4LOCATED IN17 POINTS OF SALES19 COUNTRIES
  5. 5. Travix at a glance2 MILLIONAIR BOOKINGS5
  6. 6. 3 MILLIONPASSENGERS25 B747’STravix at a glance6
  7. 7. Travix at a glance700 EMPLOYEESWORLDWIDE7
  8. 8. Travix at a glanceCOMBINED SALESUSD $ 2 BILLION(USD 1,2 IN 2011)8+ + + +
  9. 9. CUSTOMERCENTRIC
  10. 10. THINK GLOBALACT LOCAL
  11. 11. A DIFFERENT LOOK AND FEEL,LOCALS AT CUSTOMER SERVICE,A DIFFERENT TONE OF VOICEAND A LOCAL MARKETINGAPPROACH11
  12. 12. CONVERSIONROADMAP
  13. 13. Conversion roadmap13Channel A Channel BOnsiteengagementConversion
  14. 14. differentiationLOCAL DIFFERENCESFRONT-END / CMSwww.cheaptickets.nl www.cheaptickets.hk www.cheaptickets.sg14
  15. 15. 15Conversion optimization
  16. 16. 16Conversion optimizationANSWER:TO TURN A WEBSITE VISITORINTO A BOOKER
  17. 17. 17Conversion optimizationIN OTHER WORDS:TO OPTIMIZE CONVERSION!
  18. 18. 18Conversion optimizationBIG LOSS DURING PURCHASEPROCESS
  19. 19. 19What is Conversion Optimization?“The method of creating an experience for awebsite or landing page visitor with the goal ofincreasing the percentage of visitors thatconvert into customers” - WikipediaConversion optimization
  20. 20. 20What is Conversion Optimization?“The method of creating an experience for awebsite or landing page visitor with the goal ofincreasing the percentage of visitors thatconvert into customers” - WikipediaConversion optimization
  21. 21. 21Conversion optimizationMOST IMPORTANT ISSUEFor the right experienceYour website must be appealing toyour public!• Look and feel• Product/ price• Purchase funnel
  22. 22. 22Match your funnel with cultural expectations!Conversion optimization
  23. 23. BIGCHALLENGES
  24. 24. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION24
  25. 25. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION25
  26. 26. ChallengesLANGUAGES26
  27. 27. ChallengesLANGUAGES27• Illustrative use & choice of words• Elusive – Say “YES”, Act “NO”• Flexible when it comes toagreements – Lunch with “friends”• Power Distance: Hierarchy &diplomacy• Conversation technique: start talkingwhen there is a silence• Prefer well-thought-out decisions• Eye for quality• “The heart on his sleeve”, direct• Frank – “I say what I think & I do what Isay”• “Keeps his side of the bargain”• Social inversion: straightforward &honest towards all parties• Conversation technique: one talkswhen the other is not yet finished• Prefer immediate action• Eye for quantity• Belgium • Netherlands
  28. 28. ChallengesLANGUAGES28Brandname
  29. 29. ChallengesLANGUAGES29Content
  30. 30. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION30
  31. 31. ChallengesCULTURES31Cultural differences example
  32. 32. ChallengesCULTURES32Images & colors
  33. 33. ChallengesCULTURES33Images & colors
  34. 34. ChallengesCULTURES34How to address?
  35. 35. ChallengesCULTURES35Uncertainty avoidance/ reliability
  36. 36. ChallengesCULTURES36Proposition and design
  37. 37. ChallengesCULTURES37Proposition and design
  38. 38. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION38
  39. 39. Challenges39E-COMM MATURITY
  40. 40. Challenges40E-COMM MATURITY
  41. 41. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION41
  42. 42. Challenges42PAYMENT
  43. 43. CASECHEAPTICKETSASIA
  44. 44. Case CT ASIA44COPY CHEAPTICKETS.NL
  45. 45. Case CT ASIA45DID NOT WORK 
  46. 46. Case CT ASIA46REDESIGN
  47. 47. Case CT ASIA47REDESIGN
  48. 48. Case CT ASIA48REDESIGN - MASCOTTE
  49. 49. Case CT ASIA49LANGUAGES
  50. 50. Case CT ASIA50TEST, MEASURE & ANALYSEPANEL SURVEY
  51. 51. Case CT ASIA51TEST, MEASURE & ANALYSE
  52. 52. Case CT ASIA52TEST, MEASURE & ANALYSE
  53. 53. Thank you!Questions?

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