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How to test your website for cultural,

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In today’s multicultural world, it’s no longer acceptable to interact with your web visitors with a single approach. Find out how to enhance your customer experience with optimised content based on country, language and culture.

Published in: Marketing, Technology, Business
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How to test your website for cultural,

  1. 1. Click to edit Master title style • Click to edit Master text styles – How to Test Second level your Website for Cultural, • Third level Languagelevel Behavioural Differences and – Fourth » Fifth level Host: Peter Daly Head of Website Effectiveness – Axa Insurance
  2. 2. Click to edit Master title style « Plus to edit Master text styles • Click ça change, plus c'est la même chose. » – Jean-Baptiste Second level • Third level Alphonse Karr, 1849, France – Fourth level » Fifth Thelevel more things change, the more they stay the same
  3. 3. It’s easier to optimize language Click to edit Master title style I don’t know! • SEO &to edit Master text styles • Click Conversion Optimization • Easier to question: – Second level – Word Usage • Third level – Word – Fourth level Impact » Fifth level Look through languages, Not at languages. "Tower of Babel" Pieter Brueghel the Elder, 1565
  4. 4. Indo-European Languages style in common Click to edit Master title – a lot • Click to edit Master text styles – Second level Language Origins • Third level – Fourth level » Fifth level Recuperar su presupuesto Retrieve a Quote Retrieve Quote
  5. 5. Indo-European Languages style in common Click to edit Master title – a lot Same CTA Confusion • 2 Countries (ES/IE) – Second level • Third level • 2 Languages Fourth vs. Get a–Quote level Retrieve a Quote • 2 Cultures » Fifth level • Click to edit Master text styles Retrieve a saved quote. Recuperar su presupuesto Retrieve a Quote Retrieve Quote
  6. 6. Click to edit Master title style • Click to edit Master text styles – Second level Let’s Continue • Third level – Fourth level » Fifth level
  7. 7. Click to edit Master title style Continuar >> • Click to edit Master text styles – Second level [See • Third level Price] – Fourth level +7% Lift » Fifth level [Continue] 10% Loss [Calculate Now]
  8. 8. Click to edit Master title style It’s • Click to not about… edit Master text styles – Second level Languages • Third level It’s about… Audience. Every audience is unique – Fourth level » Fifth level Test to learn: What to test. Then test it. Discover segments. Personalize to maximize ROI.
  9. 9. Click to edit Master title style Teststyles to learn. • Click to edit Master text – SecondTest to learn: What to test” level • Third level – Fourth level » Fifth level – You Learn: What worked once…for one audience • What should be tested for sub-segments of the initial audience – You Learn: What may work, for other audiences • What should be tested for other markets & audiences
  10. 10. Goal Click to edit Master title style How to increase auto clicks? • Increase Clicks edit Master text styles Click to – Second level • Third level – Fourth level » Fifth level “Make the button RED!”
  11. 11. Goal Click to edit Master title style • Increase Clicks edit Master text styles Click to – Second level • Third level – Fourth level » Fifth level 11% Lift 5% Lift
  12. 12. Click to edit Master title style Now what should we try? • Click to edit Master text styles 11% Second level Lift – “Make the CAR red too!” • Third level – Fourth level » Fifth level
  13. 13. Goal Click to edit Master title style • Increase Clicks edit Master text styles Click to Series 1, , 14.40% – Second level • Third level – Fourth level 36% Lift » Fifth level Series 1, , 11.80% Series 1, , 10.60% Series 1, , 11.10% From Baseline
  14. 14. Do Red Buttons Always Work Click to edit Master title style Better? • Click to edit Master text styles – Second level Usually for this site, yes. • Third level – Fourth level » Fifth level Calcula tu seguro +5% Lift
  15. 15. Do Red Buttons Always Work Click to edit Master title style Better? • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Other markets have mixed results Some Good. Some Bad. 25% Drop
  16. 16. Click to edit Master title style • Click to edit Master text styles Country – Second level • Third level It’s about… Audience. Every audience is unique – Fourth level » Fifth level Test to learn: What to test. Then test it. Discover segments. Personalize to maximize ROI.
  17. 17. Republic of Click toIreland Master title style edit • Click to edit Master text styles Republic of Ireland 84% Lift – Second level • Third level – Fourth Northern Ireland level » Fifth level Northern Ireland 50% Loss
  18. 18. Click to edit Master title style Should… – Second level be Optimized Ireland • Third level as 2 countries? • Click to edit Master text styles Republic of Ireland 84% Lift – Fourth level » Fifth level No. Here’s why, with one last example… Northern Ireland 50% Loss
  19. 19. Clickvisitors are 200%+ more likely to choose the online purchase funnel to edit Master title style Paris instead of the agent route, compared to the rest of France… • Click to edit Master text styles – Second level and we expected that. • Third level – Fourth level » Fifth level Should France be Optimized like 2 countries? No, but a country with more than one audience, just like Ireland.
  20. 20. Click to edit Master title style • Languages Click to edit Master text styles Country – Second level • Third level Region It’s about… Audience. Every audience is unique – Fourth level » Fifth level Test to learn: What to test. Then test it. Discover segments. Personalize to maximize ROI.

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