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Website globalization oban

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Milengo - 3 Steps to Website Localization Success Webinar. …

Milengo - 3 Steps to Website Localization Success Webinar.

Oban Multilingual presents strategies for International SEO and cultural testing for optimizing global websites.

Published in: Business

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Transcript

  • 1. WE ARE THE FACE OF GLOBAL SEARCH!
  • 2. RETAIL / BRAND EXPERIENCE
  • 3.
      • Overview:
      • What is Multilingual SEO/SEM?
      • How does it differ from standard SEO?
      • How does it differ from translation?
      • ROI: MSEO/SEM V translation
      • What is multivariate testing?
      • What is Cultural Multivariate Testing?
      • ROI from cultural MVT
      • ROI from MSEO combined with CMVT
  • 4. What is International/Multilingual SEO?
        • Keyphrases: Cultural variants
        • International Search Engines
        • Global Content
        • Domain names/localisation
        • Global Social Media
        • Growth in penetration per country
    |
  • 5. RUSSIA SEARCH SHARE
  • 6. INTERNATIONAL SEARCH ENGINES
  • 7.
      • How does it differ from standard SEO?
      • Linguistic – including accents, diacritics
      • Competition
      • Opportunities
      • Communication with Google et al
  • 8. MARKET NOT LANGUAGE!! Spanish keyword English Translation Competition Local search Volume - Spain tragamonedas online online slots machines 0.12 390 tragaperras online online slots machines 0 1000 maquinas tragamonedas slot machines 0.23 1000 maquinas tragaperras slot machines 0.3 1300 Argentinian keyword English Translation Competition Local search Volume - Argentina tragamonedas online online slots machines 0.02 5400 tragaperras online online slots machines 0 260
  • 9.
      • How does it differ from translation?
  • 10. Considering search volumes – it would be better to use ‘Navigationssystem’: Translation versus Multilingual SEO Keyword English Translation Local Monthly Search Volume navigations hersteller navigation manufacturer -1 navigationshersteller navigation manufacturer -1 navigation hersteller navigation manufacturer 390 Keyword English Translation Local Monthly Search Volume navigationssysteme navigation systems 2240000 navigationssystem navigation system 1830000 auto navigationssystem car navigation system 60500
  • 11. Korean Search: Wimbledon
  • 12.
      • ROI: MSEO/SEM V translation: Case Study travel client
      • Translated sites for 1-2 years in European languages
      • Revenue after 6 months YOY increase : Double Revenue Post translation via Organic search (approximately 20k extra revenue per month per site)
  • 13.
      • ROI: MSEO/SEM V translation: Case Study retail client
      • Translated PPC campaigns in multiple languages
      • Revenue with translated campaigns running at a significant loss
      • Revenue after SEM localisation : CPA below £20 with landing page only,
      • Post full site localisation CPA was reduced to below £15
  • 14.
      • What is multivariate testing?
      • Web design has been subjective
      • Some principles of usability but generally based on taste
      • A/B testing
      • Multivariate- testing multiple elements and how they combine in real time with real visitors
      • The science of web design and conversion
  • 15.
      • What is Cultural Multivariate Testing?
      • Globalmaxer is unique : Cultural Rules Database
      • Self managed or managed
      • Objective: To test/challenge companies with global web templates
      • Results always provide ROI
      • The Future ? Culturally adapted web sites who ‘perform’ optimally by market’
  • 16.
    • Eye Tracking Study: Heatmaps
    • ‘ Box Scanning’ v ‘Google’s Golden Triangle’
    Source: Enquiro Research
  • 17.
    • Mio asked the Globalmaxer team to help increase their conversion rate on product pages in their European web stores
    • We tested the same combinations across the UK, France, Germany, Italy and Spain to see if there were cultural differences
    Case Study: Mio/Navman
  • 18. Results : Mio Navman For the same variations in the localised sites each country responded dramatically differently percentage conversion compared to the original   British French German Italian Spanish Larger Orange Title 112.5% 87.5% 133.3% 107.1% 83.3% Larger Title 87.5% 93.8% 122.2% 114.3% 125.0% Original           Larger Call To Action 260.0% 85.7% 100.0% 76.5% 127.3% Moved Layout 240.0% 114.3% 120.0% 100.0% 118.2% Larger Call To Action and Moved Layout 120.0% 128.6% 110.0% 70.6% 109.1%
  • 19.
    • 12 combinations were tested based around 4 changed elements:
    • Product title size
    • Product title colour
    • Larger call to action button
    • Swapping the product image from left to right
    • Combinations of all of the above
    • The same campaign was carried out in all 5 territories to get a direct comparison
    Combination Set
  • 20.
    • Poker Heaven wanted to test 2 bold homepage designs against the original
    • Testing three WHOLE page designs against each other is called an AB/n Split Test
    • Poker designed two new pages one with a gold download button, blue background and “£1000 FREE” message
    • The third design featured a red/blackground, gold button bottom right and a “200% welcome bonus message ”
    Poker Heaven AB/n Experiment Original Homepage Combination 1 Combination 2
  • 21.
      • ROI from MSEO combined with CMVT: Mio Case Study
      • Search (SEO and PPC) combined
      • Poor use of keywords
      • SEO translated
      • PPC undertaken by Yahoo
      • Templated website globally
      • Very few sales
  • 22.
      • Summary
      • KPI; Sales or lead acquisition or just traffic branding
      • Results driven industry
      • ROI will not come from translation alone
      • Each country needs its own strategy
      • The majority of the clients (90% plus) will not have an adequate Multilingual SEO/SEM campaign .
  • 23.
      • KNOW YOUR TARGET AUDIENCE - KNOW THEIR BEHAVIOUR – FOLLOW IMPORTANT TRENDS
      • OBAN TRENDSPOTTER
  • 24.
      • THANK YOU FOR YOUR ATTENTION!
      • CAN WE HELP? PLEASE CONTACT US ANYTIME, VISIT US ON WWW.OBANMULTILINGUAL.COM
      • FOLLOW US ON FACEBOOK OR TWITTER OR SIMPLY COME AND SEE US AT ONE OF OUR NEXT EVENTS