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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.

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 Optimizing conversion by managing cultural differences Presentation Transcript

    • Optimizing conversion bymanaging cultural differencesGeoffrey Davies – Global Online MarketingOnline Marketing Director APAC
    • Content• Introduction• International Online Marketing• Conversion Optimization?• Culture & Language• Funnel Matching• Conclusions
    • 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
    • realizedplannedCountries Travix brandsBA VY CT
    • International online marketing• Different countries, different cultures• Difference online development stage• Language• Geographical challenges
    • 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
    • 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
    • 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
    • International online marketing• Different countries, different cultures• Difference online development stage• Language• Geographical challenges= Different websites!
    • International online marketing• Different countries, different cultures• Difference online development stage• Language• Geographical challenges= Different websites!How to manage differences?
    • 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
    • Funnel matching• Why needed? Each step causes fall out.
    • 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
    • Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname• Images• Text• Proposition• Colors• Reliability
    • Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname
    • Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname
    • Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname• Images
    • Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname• Images
    • Funnel matchingStep 1: Attention/ Interest (Homepage)• Brandname• Images
    • Funnel matchingStep 1: Attention/ Interest (Homepage)• Text• Proposition• Colors
    • Funnel matchingStep 1: Attention/ Interest (Homepage)Reliability
    • Funnel matchingStep 2: Selection/ Purchase• Product should be appealing to public– Domestic (France, Germany)– Short haul– Long Haul (Vayama USA)– Dynamic Packaging
    • Funnel matchingStep 3: Check out• Single page check out vs. multiple page checkout
    • Funnel matching
    • Funnel matching
    • Funnel matching
    • Funnel matching
    • Funnel matchingStep 4: Payment flow• How process additional costs?• Right payment options
    • ConclusionFunnel Matching will help to managing culturaldifferences, will decrease fall out &increase conversion!
    • Thank you!!