Optimizing conversion by managing cultural differences

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Conversion optimization by managing cultural differences. Practical tips and examples how to deal with international online marketing and online user experiences.

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Optimizing conversion by managing cultural differences

  1. 1. Optimizing conversion bymanaging cultural differencesGeoffrey Davies – Global Online MarketingOnline Marketing Director APAC
  2. 2. Content• Introduction• International Online Marketing• Conversion Optimization?• Culture & Language• Funnel Matching• Conclusions
  3. 3. Introduction• Travix operates six brands in 16 countries;• employs 430 staff; with combined sales inexcess of US $1,1 Billion.• Travix is part of BCD Holdings N.V
  4. 4. realizedplannedCountries Travix brandsBA VY CT
  5. 5. International online marketing• Different countries, different cultures• Difference online development stage• Language• Geographical challenges
  6. 6. Conversion optimizationWhat 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” - Wikipedia
  7. 7. Conversion optimizationWhat 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” - Wikipedia
  8. 8. Conversion optimizationMost important issue:In order to create the right experienceYour website must be appealing to your public!• Look and feel• Product/ price• Purchase funnel
  9. 9. International online marketing• Different countries, different cultures• Difference online development stage• Language• Geographical challenges= Different websites!
  10. 10. International online marketing• Different countries, different cultures• Difference online development stage• Language• Geographical challenges= Different websites!How to manage differences?
  11. 11. Belgium• 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 qualityNetherlands• “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 quantitySource: Paul Wouters – Belgian & philosopherCulture & Language
  12. 12. Funnel matching• Why needed? Each step causes fall out.
  13. 13. Funnel matchingHow to minimize fall out:• Match each step of the funnel with targetgroup expectations• Online expectations depend on:– Culture & Language– Level online development/ experience
  14. 14. Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname• Images• Text• Proposition• Colors• Reliability
  15. 15. Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname
  16. 16. Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname
  17. 17. Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname• Images
  18. 18. Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname• Images
  19. 19. Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname• Images
  20. 20. Funnel matchingStep 1: Attention/ Interest (Homepage)• Text• Proposition• Colors
  21. 21. Funnel matchingStep 1: Attention/ Interest (Homepage)Reliability
  22. 22. Funnel matchingStep 2: Selection/ Purchase• Product should be appealing to public– Domestic (France, Germany)– Short haul– Long Haul (Vayama USA)– Dynamic Packaging
  23. 23. Funnel matchingStep 3: Check out• Single page check out vs. multiple page checkout
  24. 24. Funnel matching
  25. 25. Funnel matching
  26. 26. Funnel matching
  27. 27. Funnel matching
  28. 28. Funnel matchingStep 4: Payment flow• How process additional costs?• Right payment options
  29. 29. ConclusionFunnel Matching will help to managing culturaldifferences, will decrease fall out &increase conversion!
  30. 30. Thank you!!

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