How to go global using your website and provide positive user experience to our visitors

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Going global for small and medium sized businesses is a vital step to take in order to survive the fluctuations in our domestic markets. Large businesses have been doing it for many years. Apple gets 58% of its revenue from outside USA. Vodafone has 10 times more subscribers in India than they have in the UK.

Websites play a critical role in communicating with potential or existing customers. And it should be all about providing a positive experience for them. However irrelevant information or language that they do not understand can be confusing for the visitors.

This presentation is intended to provide information about the benefits of selling globally, the myths that need to overcome and some examples of best practises and essential steps to take.

Published in: Business, Technology
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How to go global using your website and provide positive user experience to our visitors

  1. 1. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com How to go global using your website and provide positive experience for your visitors International Trade Expo, Liverpool 10 & 11 June 2014 Levent Yildizgoren – Managing Director - TTC wetranslate Ltd
  2. 2. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com About me • Twitter @yildizgoren • Linkedin linkedin.com/in/leventyildizgoren • TTC website www.ttcwetranslate.com
  3. 3. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Published in Nov 2012 Free download How to grow your business globally
  4. 4. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com The Nine Translation Slip-ups to Avoid Published in October 2011 Free download
  5. 5. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Why sell globally Reduce dependency on your home market Increased chance of success Increased efficiency Fuels innovation Creates growth
  6. 6. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com 7 Myths you need to overcome for going global
  7. 7. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com #1 - It is for large companies
  8. 8. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com #2 - You need to be an established
  9. 9. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com #3 - It will cost a fortune
  10. 10. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com #4 - It needs to be in large scale
  11. 11. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com #5 - It is far too complicated
  12. 12. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com #6 – Everybody speaks English
  13. 13. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com #7 - UK companies can’t compete abroad
  14. 14. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Success story: Titon
  15. 15. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Titon’s Export Director says… “I have sold and still sell injection molded products manufactured in the UK to China!” “UK PLC is very much alive and is well respected around the world”
  16. 16. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Why websites are relevant for selling globally • Readily available • On-line payment facilities • E-commerce development • International delivery network • About 2.5 billion people have internet access
  17. 17. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Do you have an international opportunity?
  18. 18. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Selecting your target market Take into account the following factors: • The number of internet users in the country • The growth rate in the country • Their openness to new products • State of their digital economy • How adaptable is your product/service to local standards
  19. 19. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
  20. 20. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Good Resources • State of digital economies The Economist 2010: http://ow.ly/eZImj • Ease of doing business 2014 World Bank report http://www.doingbusiness.org/rankings
  21. 21. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com What differentiates online shoppers around the world? Source: https://www.thinglink.com/scene/438778581166850050
  22. 22. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Returns matter in Europe • Europeans have the second highest returns of online purchasers (57%) • Shoppers in Europe expect to see delivery options and total costs early in the purchase process. Source: http://pressroom.ups.com
  23. 23. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Different story worldwide • Canadian Consumers are willing to wait an average of 10 days to receive their online purchases • Australian shoppers have the second lowest online shopping satisfaction rate Source: http://pressroom.ups.com/
  24. 24. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Determine your online strategy
  25. 25. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com • Alibaba.com employs 20,000 people and has offices in 70 locations worldwide. • Amazon & Ebay provides a lot help and tools for selling internationally and receiving payment • Ebay also owns Paypal and Magento
  26. 26. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Website Good Practices & Mistakes to avoid
  27. 27. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Brand name checking is critical…
  28. 28. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Automatic translation can go wrong…
  29. 29. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Some facts… • 85% of customers prefer to buy in their own language • Customers are 4 times more likely to buy from a website in their native language [source: IDC]
  30. 30. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Localise content to overcome language barriers • Everyday one billion questions are asked In Google from 181 countries and 146 languages • Don’t just translate your content, get it adapted for the target country
  31. 31. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Make your website visible internationally 1 Research your International SEO strategy 2 Implement your on page strategy 3 Develop your link building 4 Measure your results 4
  32. 32. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Localise by language or country? • Decide if you are targeting a country or language?
  33. 33. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com • Sub domains • Top level country specific domain • Sub directories • Or language only • But be consistent – do not mix the two
  34. 34. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Website for over 18 countries?
  35. 35. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
  36. 36. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Confusing: Different countries but same language is used for all.
  37. 37. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Site for Germany is in DE domain but content is in English
  38. 38. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com But France is in EU domain and content is in English
  39. 39. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com airbnb - 10 billion dollar company… Website localised into 26 languages consistently and professionally
  40. 40. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Consistent and good style throughout all languages
  41. 41. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Micro websites…fit for purpose • Can be used your flagship product and service • Lets your visitor to take action easily • About 2.5 billion people have internet access • Cost effective way to reach your target market • Number of pages depending on your goal • Can be developed further
  42. 42. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
  43. 43. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Appeal to you customers!
  44. 44. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com What did you call me…?
  45. 45. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Don’t come across as weird…
  46. 46. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Essentials for selling globally • Brand name check your product or company name • Make your website visible for the target country • Your content translated and adapted for target country • Register with top level country specific domains • Use Social Media for brand influence • And make good contacts on the ground.
  47. 47. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com And… Keep calm & grow global
  48. 48. ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com Contact TTC wetranslate Limited 86 Broomfield Road Chelmsford, Essex, CM1 1SS, UK www.ttcwetranslate.com Twitter: https://twitter.com/yildizgoren Linkedin: www.linkedin.com/in/leventyildizgoren Google+: https://plus.google.com/u/0/+LeventYildizgoren YouTube: https://www.youtube.com/user/TranslationMatters

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