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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

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

Published in: Business, Education

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  • 1. Optimizing conversion bymanaging cultural differencesGeoffrey DaviesOnline Marketing Director Asia & Pacific
  • 2. TODAYINTRODUCTIONROAD TO CONVERSIONONSITE CONVERSION OPTIMIZATIONCHALLENGES @ MANAGING CULTURAL DIFFERENCESCASE CHEAPTICKETS ASIA
  • 3. Travix at a glance6 BRANDS3
  • 4. Where we operate4LOCATED IN17 POINTS OF SALES19 COUNTRIES
  • 5. Travix at a glance2 MILLIONAIR BOOKINGS5
  • 6. 3 MILLIONPASSENGERS25 B747’STravix at a glance6
  • 7. Travix at a glance700 EMPLOYEESWORLDWIDE7
  • 8. Travix at a glanceCOMBINED SALESUSD $ 2 BILLION(USD 1,2 IN 2011)8+ + + +
  • 9. CUSTOMERCENTRIC
  • 10. THINK GLOBALACT LOCAL
  • 11. A DIFFERENT LOOK AND FEEL,LOCALS AT CUSTOMER SERVICE,A DIFFERENT TONE OF VOICEAND A LOCAL MARKETINGAPPROACH11
  • 12. CONVERSIONROADMAP
  • 13. Conversion roadmap13Channel A Channel BOnsiteengagementConversion
  • 14. differentiationLOCAL DIFFERENCESFRONT-END / CMSwww.cheaptickets.nl www.cheaptickets.hk www.cheaptickets.sg14
  • 15. 15Conversion optimization
  • 16. 16Conversion optimizationANSWER:TO TURN A WEBSITE VISITORINTO A BOOKER
  • 17. 17Conversion optimizationIN OTHER WORDS:TO OPTIMIZE CONVERSION!
  • 18. 18Conversion optimizationBIG LOSS DURING PURCHASEPROCESS
  • 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. 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. 21Conversion optimizationMOST IMPORTANT ISSUEFor the right experienceYour website must be appealing toyour public!• Look and feel• Product/ price• Purchase funnel
  • 22. 22Match your funnel with cultural expectations!Conversion optimization
  • 23. BIGCHALLENGES
  • 24. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION24
  • 25. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION25
  • 26. ChallengesLANGUAGES26
  • 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. ChallengesLANGUAGES28Brandname
  • 29. ChallengesLANGUAGES29Content
  • 30. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION30
  • 31. ChallengesCULTURES31Cultural differences example
  • 32. ChallengesCULTURES32Images & colors
  • 33. ChallengesCULTURES33Images & colors
  • 34. ChallengesCULTURES34How to address?
  • 35. ChallengesCULTURES35Uncertainty avoidance/ reliability
  • 36. ChallengesCULTURES36Proposition and design
  • 37. ChallengesCULTURES37Proposition and design
  • 38. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION38
  • 39. Challenges39E-COMM MATURITY
  • 40. Challenges40E-COMM MATURITY
  • 41. ChallengesLANGUAGESCULTURESE-COMM MATURITYPAYMENTLOCATION41
  • 42. Challenges42PAYMENT
  • 43. CASECHEAPTICKETSASIA
  • 44. Case CT ASIA44COPY CHEAPTICKETS.NL
  • 45. Case CT ASIA45DID NOT WORK 
  • 46. Case CT ASIA46REDESIGN
  • 47. Case CT ASIA47REDESIGN
  • 48. Case CT ASIA48REDESIGN - MASCOTTE
  • 49. Case CT ASIA49LANGUAGES
  • 50. Case CT ASIA50TEST, MEASURE & ANALYSEPANEL SURVEY
  • 51. Case CT ASIA51TEST, MEASURE & ANALYSE
  • 52. Case CT ASIA52TEST, MEASURE & ANALYSE
  • 53. Thank you!Questions?