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Cross Cultural E-commerce

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Euroflorist sends flowers worldwide, has local websites in 12 countries and has an online team with 20 nationalities. Guido shares the challenges that come with testing across multiple cultures and how Euroflorist builds towards continues optimization of the customer experience.

My presentation about conversion optimization across countries, presented first at the Webwinkel Vakdagen 2016 in Utrecht, The Netherlands and several times since :).

Published in: Marketing

Cross Cultural E-commerce

  1. 1. www.bestppt.com CROSS-CULTURAL E-COMMERCE
  2. 2. euroflorist.com Uncomfortable silence 2
  3. 3. euroflorist.com (Online) business keeps getting more international #shifthappens 3
  4. 4. euroflorist.com Factors contributing to international growth • Increase/expansion of technology • Cross-border trade liberalization • Better services that support international business • Growing consumer demands • Increased competition • Expansion of cross-border cooperations 4
  5. 5. euroflorist.com It’s not only small companies that struggle… 5
  6. 6. euroflorist.com Starbucks 6 Failed in Australia, just planned to enter Italy
  7. 7. euroflorist.com Walmart 7 Failed… basically everywhere outside USA Even failed buying Seiyu in Japan
  8. 8. euroflorist.com eBay 8 Destroyed by TaoBao in China Struggled with CreditCards in Japan
  9. 9. euroflorist.com Amazon 9
  10. 10. euroflorist.com In the last 15 years, 52% of the Fortune 500 companies have disappeared Average Life Expectancy: vs. 10 1955 75 years 2015 15 years
  11. 11. euroflorist.com CROSS-CULTURAL WEBSITE OPTIMIZATION 11
  12. 12. euroflorist.com (google.com, logged out, incognito, though a random VPN) Apparently not a popular topic to write about… Too difficult? 12 me me me me
  13. 13. euroflorist.com What is Culture? Research on Culture Online Approaches Some Euroflorist findings 13 This session:
  14. 14. euroflorist.com Guido & Euroflorist 14
  15. 15. euroflorist.com Guido 15
  16. 16. www.bestppt.com Guido Jansen CHIEF
 PSYCHOLOGY
 OFFICER gui.do @guido x@gui.do
  17. 17. euroflorist.com GUIDO @ EUROFLORIST • Conversion Optimization • User Research • A/B Testing • Data Analysis • Growth Hacking • … 17
  18. 18. Mo 50 + & ke
  19. 19. euroflorist.com gui.do Twitter: @guido WeChat: guidojansen 20 Euroflorist
  20. 20. euroflorist.com 21
  21. 21. euroflorist.com Local Euroflorist markets 23 Our local markets 19 WEBSITES 12 COUNTRIES
 8 LANGUAGES Austria
 Belgium
 Denmark
 France
 Germany Ireland
 Luxembourg Norway
 Poland
 Sweden
 The Netherlands
 United Kingdom 20 NATIONALITIES
  22. 22. euroflorist.com 24 We help people make others happy, noticed & remembered Euroflorist
  23. 23. euroflorist.com WHAT IS EUROFLORIST? • We send flowers since 1947 • Swedish company, offices across Europe • Sell flowers through our Florist Network (9.000 florists) and Box Product • B2C & B2B sales • 1 billion SEK revenue (majority Online) 25
  24. 24. euroflorist.com WHAT IS EUROFLORIST? • 200+ employees (90 CS, 30 online) • 2M+ bouquets sent every year • Market shares ranging up to 45% • Growing revenue, teams and taking market share 26
  25. 25. euroflorist.com LOCALIZATION 27 Every country site is localized by a local Ecommerce Manager: • different campaigns (different holidays) • different content (products, images, …) • different communication
  26. 26. www.bestppt.com This Presentation: gui.do/cro-culture
  27. 27. euroflorist.com WHAT IS CULTURE? 29
  28. 28. euroflorist.com Food 31
  29. 29. euroflorist.com Habits 32
  30. 30. euroflorist.com Purchasing power index per inhabitant (for 2-digit post codes) 33 Source: GFK Purchasing Power Europe 2015
  31. 31. euroflorist.com English speaking population 34 Source: European Commission
  32. 32. euroflorist.com International Problem Solving Guidelines 35Design: @jeromevadon
  33. 33. euroflorist.com Thumbs up! 36
  34. 34. euroflorist.com Directions 37
  35. 35. euroflorist.com Amsterdam street map (source: Google Maps) 38
  36. 36. euroflorist.com Get your smartphone out! Open your ‘maps/navigation’ application 39
  37. 37. Meanwhile in Japan…
  38. 38. euroflorist.com Japanese street map (source: Google Maps) 41
  39. 39. euroflorist.com Japanese street map (source: Google Maps) 42 1 2 3 4 5 6 7 8 9
  40. 40. euroflorist.com What is Culture? 43
  41. 41. euroflorist.com WHAT IS CULTURE? A shared set of values that influence societal perceptions, attitudes, preferences and responses - Robins & Stylianou (2002) 44
  42. 42. euroflorist.com WHY IS CULTURE IMPORTANT ONLINE? Why should we care? Different cultural groups employ different usage strategies when using the same interface 45
  43. 43. euroflorist.com WHAT THINGS ARE CULTURE SPECIFIC? • (Body) Language • Social contexts • Etiquette • Traditions • Symbols • Aesthetics • Colors • … • and much more… 46
  44. 44. euroflorist.com CULTURE NEVER COMES ALONE • Language • Brand (awareness/perception) • Different local competitors • Different meaning of flowers • Tech level (eg. Internet penetration) • Purchasing power • Regulations • Payment systems (iDeal in NL) • Logistics 47
  45. 45. euroflorist.com CULTURE EVOLVES • Discounts in Norway • WhatsApp “thank you” images • The meaning of icons and symbols 48
  46. 46. euroflorist.com CULTURE EVOLVES 49
  47. 47. euroflorist.com WHY IS CULTURE IMPORTANT ONLINE? Cultural Differences are more complicated than just labeling people by the country that they’re from. 50
  48. 48. euroflorist.com So… what is culture? 51
  49. 49. euroflorist.com It’s about CONTEXT Psychology Individual Cultural 52
  50. 50. euroflorist.com Some research… 53
  51. 51. euroflorist.com Hofstede 54
  52. 52. euroflorist.com HOFSTEDE’S 6 DIMENSIONS OF CULTURE 55 Image: 4squareviews.com
  53. 53. euroflorist.com POWER DISTANCE - Attitude towards inequality 56 0,00 23,50 47,00 70,50 94,00 Austria Belgium Denmark France Germany Ireland Netherlands Norway Poland Sweden UK USA Canada China Estonia 40 80 3940 35 31 68 31 38 28 35 68 18 65 11 Hierarchical Decentral
  54. 54. euroflorist.com INDIVIDUALISM: are you an “I” or a “we”? 57 0,00 23,50 47,00 70,50 94,00 Austria Belgium Denmark France Germany Ireland Netherlands Norway Poland Sweden UK USA Canada China Estonia 60 20 80 9189 71 60 69 80 7067 717475 55 I We
  55. 55. euroflorist.com UNCERTAINTY AVOIDANCE - Do you want control or just let it happen? 58 0,00 23,50 47,00 70,50 94,00 Austria Belgium Denmark France Germany Ireland Netherlands Norway Poland Sweden UK USA Canada China Estonia 60 30 4846 35 29 93 5053 35 65 86 23 94 70 Rigid Flexible
  56. 56. euroflorist.com MASCULINITY - What motivates people? 59 0,00 23,50 47,00 70,50 94,00 Austria Belgium Denmark France Germany Ireland Netherlands Norway Poland Sweden UK USA Canada China Estonia 30 66 52 62 66 5 64 8 14 6866 43 16 54 79 Competition Balance
  57. 57. euroflorist.com LONG TERM ORIENTATION - Hesitant to change, or preparing for future? 60 0,00 23,50 47,00 70,50 94,00 Austria Belgium Denmark France Germany Ireland Netherlands Norway Poland Sweden UK USA Canada China Estonia 82 87 36 26 5153 3835 67 24 83 63 35 82 60 Long Short
  58. 58. euroflorist.com INDULGENCE - Enjoying life or restraining oneself? 61 0,00 23,50 47,00 70,50 94,00 Austria Belgium Denmark France Germany Ireland Netherlands Norway Poland Sweden UK USA Canada China Estonia 16 24 686869 78 29 55 6865 40 48 70 57 63 Indulging Restraint
  59. 59. euroflorist.com Some Euroflorist findings 62
  60. 60. euroflorist.com Conversion by Hour and Day of the week 63
  61. 61. euroflorist.com Conversion by Hour and Day of the week: Denmark 64 Red: lower CR Green: higher CR Solid line: working hours Dotted line: daily cutoff time
  62. 62. euroflorist.com Conversion by Hour and Day of the week: Poland 65 Red: lower CR Green: higher CR Solid line: working hours Dotted line: daily cutoff time
  63. 63. euroflorist.com Conversion by Hour and Day of the week: Germany 66 Red: lower CR Green: higher CR Solid line: working hours Dotted line: daily cutoff time
  64. 64. euroflorist.com Conversion by Hour and Day of the week: The Netherlands 67 Red: lower CR Green: higher CR Solid line: working hours Dotted line: daily cutoff time
  65. 65. euroflorist.com Allgemeine Geschäftsbedingungen Terms and Conditions 68
  66. 66. euroflorist.com Regional differences 69
  67. 67. euroflorist.com CR: Belgium 70
  68. 68. euroflorist.com CTR: Germany 71
  69. 69. euroflorist.com WRAP-UP 72
  70. 70. euroflorist.com 5 TOP TIPS FOR CULTURAL WEB DESIGN 1. Do the research (and hire a psychologist ;)) 2. Listen to the locals 3. What is feasible on your platform? 4. Test everything - don’t make assumptions 5. Act on the data - your customer(s’ data) is always right 73
  71. 71. euroflorist.com RESOURCES • An Overview of Research on the Accommodation of Culture into Web Design by Punchoojit and Chintakovid, 2012 (link) • The culture differences on web design: a study of Taiwan's and United States' websites by Tsai, 2009 (link) • A process model for developing usable cross-cultural websites by Smitha, Dunckley, French, Minocha, and Chang, 2004 (link) • Callahan, E. (2006). Cultural Similarities and Differences in the Design of University Web sites, 11, 239–273.  (link) • Zhao, W., Massey, B., Murphy, J., & Fang, L. (2003). Cultural Dimensions of Website Design and Content. Prometheus, 21(1), 74–84. (link) • Lo, B. W. N., & Gong, P. (2005). Cultural impact on the design of e-commerce websites: Part I – Site Format and Layout, VI(2). (link) • Geert Hofstede - geert-hofstede.com • Edward T. Hall - changingminds.org • Erin Meyer - erinmeyer.com 74
  72. 72. www.bestppt.com This Presentation: gui.do/cro-culture
  73. 73. euroflorist.com 76 GUIDO JANSEN THANK YOU Let’s Connect! EUROFLORIST euroflorist @eurofloristeuroflorist euroflorist guidojansen @guidogxjansen gxjansen

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