The document discusses optimizing websites for international trade. It notes that with billions of internet users worldwide from many different countries, websites have an opportunity to reach a global audience. However, websites need to be visible internationally, attract foreign visitors, and convert them to sales. The document provides tips on how to internationalize a website, such as having pages in other languages and optimizing for searches in other countries.

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2. Brighton Digital Festival
Website Optimisation for International Trade
Sarah Carroll – 25 September 2014
@growglobal @ukti_londonse @brightondigital #exportonline #bdf14
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 2

3. Objectives
• Make your website visible internationally
• Attract more international website visitors
• Convert international visitors into sales
Increase global revenue
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 3

4. The International Web Opportunity
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 4

5. Billions of people in the world
• 5 billion = 1987
• 6 billion = 1999
• 7 billion = 2012
• 8 billion = 2026
• 9 billion = 2042
Source: US Census Bureau - http://www.census.gov/population/international/data/worldpop/table_population.php (projected figures)
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 5

6. From many different countries
Argentina – Australia – Austria – Belgium – Brazil – Canada –
China – France – Germany – India – Indonesia – Italy –
Japan – Mexico – Netherlands – Norway – Poland – Russia –
Saudi Arabia – South Africa – South Korea – Spain – Sweden –
Switzerland – Taiwan – Thailand – Turkey – United Arab
Emirates – United Kingdom – USA
7 billion
people
in the
world
Source: Top countries by GDP (Wikipedia, IMF)
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 6

7. The world is on the web
Internet users in the world by region
48
OCEANIA
10
AFRICA
22
19
1
Asia
Americas
Europe
Africa
Oceania
1.3 billion
internet
users
in Asia
EUROPE
AMERICAS
Source: Internet Live Stats www.internetlivestats.com/internet-users/#byregion
Estimated internet users are 2,925,249,355 by 1 July 2014
ASIA
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 7

8. … in many different countries
List of Top 10 countries by internet usage – July 2014 estimate
Rank Country Internet users (millions)
1 China 642
2 United States 280
3 India 243
4 Japan 109
5 Brazil 108
6 Russia 84
7 Germany 72
8 Nigeria 67
9 United Kingdom 57
10 France 55
Source: www.internetlivestats.com/internet-users/#byregion
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 8

9. It’s not just in English
Top 10 languages of internet users
39
99
83
75
65
60
60
165
510
565
Chinese
internet users
to overtake
English language
users by 2015
0 50 100 150 200 250 300 350 400 450 500 550 600 650 700
ENGLISH
CHINESE
SPANISH
JAPANESE
PORTUGUESE
GERMAN
ARABIC
FRENCH
RUSSIAN
KOREAN
Millions of Users
Source: Internet World Stats www.internetworldstats.com/stats7.htm
Estimated Total internet users are 2,099,926,965 on 31 May 2011 Copyright © 2000-2012 Miniwatts Marketing Group
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 9

10. Why internationalise?
70% of online
search enquiries
are not in English
(source: Oban Multilingual)
Customers are
four times more
likely to buy
from a website in
their own language
(source: IDC)
Visitors stay
twice as long
if a website is in
their own language
(source: Forrester Research)
90% of European
internet users
visit websites in
their own language
(source: EU EuroBarometer)
Web-savvy SMEs
brought in twice
as much revenue
through exports
than those using
internet sparingly
(source: McKinsey SME survey)
Cross-border online
trade will increase
sevenfold by 2020
(source: OC&C & Google)
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 10

11. Are You Visible On The International Web?
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 11

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14. Search is global
“Every day
Google answers more than one billion questions
from people around the globe
in 181 countries and 146 languages”
(source: www.google.com)
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 14

15. Take the opportunity
“Don’t just focus on
1 country and 1 language.
Adapt your website and
optimise it for international trade”
(source: www.growglobal.com)
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 15

16. Options For An International Web Strategy
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 16

17. The international web journey
Get it right in English Give a global impression Translate & localise
Distributor
& stockists
website
Local
country
domains
International
website in
English
Language
pages on
Country
pages on
.com
Local
country
domains
Online
marketplace
Agent &
distributor
websites
.com
Country
pages on
.com
Local
country
domains
Social
media
Optimise in English Optimise for other languages & countries
UK
website
in
English
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 17

18. 18
global
messages

19. 19
international
section

20. 20
one
country-specific
page

21. 21
one
language-specific
page

22. local
country
domains:
France
22

23. local
country
domains:
Germany
23

24. 24
local
country
domains:
UK

25. 25
local
country
domains:
Ireland

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local
country
domains:
Germany

27. The international web journey
Get it right in English Give a global impression Translate & localise
Distributor
& stockists
website
Local
country
domains
International
website in
English
Language
pages on
Country
pages on
.com
Local
country
domains
Online
marketplace
Agent &
distributor
websites
.com
Country
pages on
.com
Local
country
domains
Social
media
Optimise in English Optimise for other languages & countries
UK
website
in
English
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 27

28. Top international online marketplaces
© 2014 Grow Global Limited www.growglobal.com Sarah Carroll 28

29. 29
Top international social networking sites
© Grow Global Limited www.growglobal.com Sarah Carroll

30. Next steps
Contact Sarah on 07711 132179 or
sarah.carroll@growglobal.com
Apply for an Export Communications Review at
www.gov.uk/export-communications-review
Join a UKTI Web Optimisation for International Trade or UKTI E-commerce
for International Trade Masterclass at
www.growglobal.com/events
Join the new UKTI Passport to Export for E-Commerce programme
www.gov.uk/ukti
Take the first step to going international on the web today
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 30

31. Questions?
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 31