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Cross border ebook
10 ways to grow your
international sales
using personalization
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
Introduction
Unlock...
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
These challenges of...
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
What do you need to...
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
1 | Make your visit...
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
2 | Redirect users ...
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
3 | Target users wi...
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
4 | Highlight local...
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
5 | Provide localiz...
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10 ways to grow your international sales using personalization
6 | Detect local cu...
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10 ways to grow your international sales using personalization
7 | Provide localiz...
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10 ways to grow your international sales using personalization
8 | Understand seas...
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10 ways to grow your international sales using personalization
Example
During June...
www.qubitproducts.com Share this ebook:
10 ways to grow your international sales using personalization
9 | Connect your of...
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10 ways to grow your international sales using personalization
10 | Create smart l...
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10 ways to grow your international sales using personalization
Conclusion
Some of ...
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10 ways to grow your international sales using personalization
About Qubit
Qubit e...
www.qubitproducts.com UK +44 (0) 203 551 3990 US +1 (212) 201 0546info@qubitproducts.com
July 2014
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10 ways to grow your international sales using personalization

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10 aspects about crossborder e-commerce. 10 ways to internationalise your e-commerce business. Localise your online business. 10 steps to get you started.

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Transcript of "10 ways to grow your international sales using personalization"

  1. 1. Cross border ebook 10 ways to grow your international sales using personalization
  2. 2. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization Introduction Unlocking international or cross-border sales has never been as lucrative as it is today. Historically distance was always a factor preventing growth in trade – a 10% increase in distance used to account for an 18% decrease in trade because of shipping costs, a lack of trust in the unknown institutions, and a lack of available information. Now, the decrease is only 1%1 . Cross-border ecommerce is also growing beyond traditional ecommerce havens. In fact, nearly a third of people in the developing world use the Internet2 . This is why cross-border shopping is estimated to be worth $105 billion in 20143 . While this is a huge growth area for ecommerce businesses, with international trade expected to account for 20% of ecommerce by 20174 , several obstacles still prevent online customers from comfortably venturing outside their own borders and buying internationally. 1 Internet Retailing, 2014 2 Internet Retailing, 2014 3 PayPal, 2013 4 Channel Advisor, 2014 1/3 of people in the developing world use the internet2 Tweet me! International sales are estimated to be worth $105 bn in 20143 Tweet me! By 2017, 20% of sales are estimated to be cross-border1 Tweet me!
  3. 3. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization These challenges often involve language or currency difficulties, logistics and local laws, brands that are unknown to the customer and so are difficult to trust – and product information that is confusing. So while cross-border trading is undoubtedly difficult, personalizing the shopping experience is one method you can use to increase cross-border revenues. Personalization allows you to engage each user on their own terms, provide pertinent information that builds trust and reassurance, and takes advantage of local opportunities. So how do you get started? This ebook will show you what is possible when personalizing for international visitors, what personalization looks like, and how you can get going. The 7 most popular overseas markets to buy from are: USA, UK, China, Hong Kong, Canada, Australia, and Germany6 The UK has the highest ecommerce spend per capita5 Tweet me! Tweet me! 5 Asendia, 2014 6 PayPal, 2013
  4. 4. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization What do you need to get started? Data gathering To personalize effectively, you need to gather data. Being able to compare visitors from different places will provide insights, which you can act upon. This can be as simple as discovering that native shoppers behave in one way, whereas visitors from other countries behave another way. Their use of your site, and what they end up buying and in what quantity, can vary considerably. It is important to have visitor analytics on your site that will give you much of this information. This starts with a robust data model so you can create customer segments for each geo-location. It can be difficult to make sense of all that data without some context. It is a good idea to collect qualitative feedback from customers themselves in order to find clues in the data. By using a customer feedback or survey tool, preferably one that automatically translates feedback from their native language into yours, you can find insights that will inform the rest of your analysis. On top of this, visitors from other territories may be visiting but not buying. You can also use heatmapping software to compare what different visitor types are doing on your site, to understand which areas of your site draw the focus of different groups of visitors. Armed with this data, you can then turn your attention to putting the insights they provide into action with personalization.
  5. 5. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 1 | Make your visitors feel at home For new visitors, the second they hit your site, it is a chance to introduce them to your brand, and inform them of your key USPs. For overseas visitors, this also acts as an opportunity to let them know how you serve their area, whether it’s free delivery to that area, nearby help centers, or other local knowledge and information that will help new visitors out. How does it work? Using IP detection along with personalization software allows you to target users from different countries, even down to individual city level. Upon detection of your visitor, you can serve a hyperlocalized message introducing your brand, with relevant offers, and telling them how to get started. Example Topshop used an unobtrusive section in their top banner for visitors from different countries with offers relevant to their location. Also note the different use of Fahrenheit or Celsius depending on where the visitor is!
  6. 6. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 2 | Redirect users to a local language site Trust is one of the biggest barriers to international trade. It’s impossible for users to trust you fully if they don’t understand the language you use on your website. A common mistake is expecting people to be able to cope with English, or using a machine translation tool that is full of errors. Offering users a native option, or multiple language options will help them engage with your brand and build trust. How does it work? When expanding you have the option of building separate domains with their own local teams, or providing different language versions of your main site. When you detect a user, you can either set up an automatic redirect, or give users the option of choosing the language or domain that they wish to shop in. If you haven’t yet built different language versions, then be careful relying on machine translations to do the job for you because mistakes are common, and it will erode trust with your customers. Example When you arrive on Staples.com from the UK, you have the option of selecting whether you want the US or UK domain, giving you the option to stick with your original choice, or switch to a local domain site.
  7. 7. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 3 | Target users with relevant products for their location As you gather more data about your visitors and their habits, you will be able to see which products or categories are most popular. If you sold shoes, you might find that flip-flops were more popular in Sydney, while boots were more popular in New York. You can use this information to target users from specific areas. Then, as your personalization becomes more sophisticated, you can supplement this information with visitor history data, to target users based on their previous activity too. How does it work? With this data, you can adapt your site with to bring the most popular products to the front. You can even make it explicit by telling your visitors that other visitors in their area are looking for certain products. You can also implement in-session retargeting towards users based on what they have been looking at in their current and previous sessions. Example Arriving on easyJet’s site, you are presented with offers from your local airport. EasyJet detected that we were in London, so we see flights from Gatwick selected as default, with the best offers.
  8. 8. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 4 | Highlight local payment methods and other helpful info You can go a long way to reassure visitors from different locations by targeting them with relevant information about local payment methods, shipping and customs costs, returns procedure, and local customer service. This kind of information is invaluable to anyone coming to your site for the first time, particularly from another country. By being open and upfront about this information, visitors will be more trusting, overcoming one of the biggest barriers to cross-border trading. How does it work? By detecting the IP of the user, you can target users with the information that is most pertinent to them at that time. You can also analyze your visitors’ behavior and detect areas of your site where users are likely to need a little more help. If they are spending time on your product pages, you can highlight your shipping policy, or any relevant offers. Ideally your customer should not need to scour around looking for the information they need – it should be at their fingertips. Example DFS have catered to French visitors by displaying this information layer giving them relevant, localized information about delivery throughout France. Using the Qubit platform, they found a 23% increase in conversions for international users. Read the case study here
  9. 9. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 5 | Provide localized product information It’s a mistake to assume that everyone speaks English when they come to your site, and likewise, it’s a mistake to assume that everyone uses the same sizing or technical information. For example, a size 10 dress in the UK would be a size 6 in the US and a size 38 in the EU. Not everyone understands feet and inches, or meters and centimeters, and they don’t want to spend the time working it out. This is where you can step in with your own comparative size guide showing them what they are getting. How does it work? If someone is browsing product information, or the technical specification, this is your opportunity to serve a layer to visitors from other territories showing them a guide with the information that they need. If you have separate domains for different territories, then you should still aim to target users when they might be “lost” on your site, with a country-specific shopping guide. Today’s shoppers are hyper-informed, so it’s best that you are prepared to give them the information they need. Example ASOS have provided a handy dress size conversion guide for shoppers who need to do a size comparison to navigate the tricky terrain of different dress sizes.
  10. 10. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 6 | Detect local currency, or offer currency conversion If a visitor from the Eurozone comes to your site and sees prices in dollars, they’re likely to be put off. A lot of us would need help converting Australian dollars to US dollars, or Hungarian forints to Euros, because there is no truly universal currency. So you should make it as easy as possible for users to translate prices into a currency they are familiar with, by offering currency conversion, or prices in multiple currencies. How does it work? You have a few options here, the simplest of which is to offer a currency converter tool on your product pages. You can then target a layer to serve when someone comes to your product pages, and use IP detection to offer conversion to their native currency. If you have more technical know-how, you can even use JavaScript to embed a converted price below, to help your visitors further. Example Alibaba gives you the prices for their items in a localized currency by automatically calculating the exchange amount on the page for you. Below you can see the costs of items in dollars, having been converted.
  11. 11. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 7 | Provide localized customer service However well you’ve translated your page and however much detailed product information you’ve provided, it is likely that some users are still going to have a few questions. By providing local help numbers, you allow users to get the information they need in the language they speak. Or go one step further, and use a live-chat widget to talk to users in their local language and help them to purchase. How does it work? You can trigger your live chat layer to launch when users appear to be stuck on your site and ask them if they need more help. If users are looking on the same page for more than 30 seconds, there’s a good chance they’re unable to find the information that they need. Another sign might be if they return to the same page over and over again. At this point, serve your live chat widget, or help number – which you can track using call tracking technology – and you can ensure you are directly serving your users’ needs. Example Childrensalon gives visitors the opportunity to chat to a customer service representative in the local language. This layer highlighting the live chat feature was shown to visitors asking if they wanted to chat with someone. It led to a 13% increase in conversions. Read the case study here
  12. 12. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 8 | Understand seasonality and local knowledge Cultural differences mean that different products will be more popular in different parts of the world, or that certain items are illegal in some areas. On top of that, you need to adapt your site for the local climate. There’s not much use promoting winter clothes in Australia in December. So, be aware of local differences, and adapt your site to bring a more personalized web experience to your users. How does it work? Having a dedicated person looking for opportunities in different countries is the best way to ensure you seize your chances. Analyze visitor history data to spot buying patterns in different countries and see which items are unusually popular or unpopular, and serve messages to take people to the popular products directly. With tailored reports that track the performance and behavior of visitors against your business objectives, like the one pictured, this task becomes much simpler.
  13. 13. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization Example During June, Boohoo’s UK site is built to reflect the summer feel with T-shirts, summer dresses and sunglasses. But, its Australian site focuses more on sweaters, jackets and warmer dresses, reflecting the season.
  14. 14. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 9 | Connect your offline and online channels Contrary to popular myth, the growth of ecommerce has not been at the direct cost of physical shopping. Instead, it has been those brands with physical stores that have embraced digital, and have put it at the center of their overall campaign who have seen success. Therefore you can target users with click-and-collect services from local stores, or invite them to attend local events, or for travel businesses, give them information about flights from their local airport. How does it work? Using geolocation, you can serve hyperlocal messaging that informs visitors where their nearest store is so they can click-and-collect. Or if you are running an event in their area, you can invite them along. This kind of localised targeting can also be used to reach visitors who will not have seen offline advertising, such as leaflets or local TV adverts. Example Belstaff gives users information about where their local store is so they can go and see the physical product before making a commitment. To help visitors, a layer encouraging users to click and collect their items was served to those users that had viewed the store locator.
  15. 15. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization 10 | Create smart landing pages for different users Location is just one thing you can personalize by. As you gather more data, and spot more opportunities, you can start to create dynamic landing pages for different user segments. For example returning visitors may want to see something relevant to what they saw in previous sessions. How does it work? With visitor history data, you can start to spot patterns and adapt elements on your page to promote more relevant items based on what’s in your visitor’s basket. You can even do in-session retargeting to direct users to items that are relevant to what they’ve been looking at in this session. Examples Jet2 uses its visitor history data to automatically fill in information on journeys that you have previously searched for. This gives users the ease of not having to fill in the information that they need. They can also use this information to adapt the main banner to reflect related offers.
  16. 16. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization Conclusion Some of the biggest risks with convincing people to buy from an international retailer include uncertainty, lack of brand trust, and a lack of local knowledge. Some of this can be solved by setting up teams and domains in every territory you want to sell to. But this is an expensive option, and a near-impossibility for most businesses. With the power that a personalization platform provides, it becomes much easier to adapt your site to international visitors, and capture opportunities. There is very little substitute for local knowledge. Gathering user behavior data and feedback from users to inform the changes that you make is the best way to find the information that is most relevant to your customers’ needs. Combining this data with geo-targeting technology, you can target useful and relevant information to users to improve their digital experience and persuade them to convert. This kind of data-led strategy allows you to not only expand into new territories, but flourish when you do.
  17. 17. www.qubitproducts.com Share this ebook: 10 ways to grow your international sales using personalization About Qubit Qubit enables ecommerce businesses to become real-time retailers. We do this by giving marketers the ability to deliver website personalizations with pinpoint accuracy responding to consumers’ need wherever they are. Our technology suite brings together web personalization, audience segmentation and business intelligence applications, designed for the needs of the modern ecommerce professional. Together, these applications find real insights, driving real uplifts that show up in the bottom line for the biggest ecommerce brands, including Topshop, Uniqlo, John Lewis, Jimmy Choo and Staples. For more information about our products and research, please contact info@qubitproducts.com or visit our website www.qubitproducts.com. Qubit. Real insights. Real uplifts.
  18. 18. www.qubitproducts.com UK +44 (0) 203 551 3990 US +1 (212) 201 0546info@qubitproducts.com July 2014
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