Uploaded byTravix International
Optimizing conversion by managing cultural differences
The document discusses the importance of optimizing online conversion by managing cultural differences in international marketing, specifically for Travix, which operates in multiple countries. Key factors include understanding local cultures, languages, and user expectations to create an appealing website experience that increases customer conversion rates. Effective funnel matching at each stage of the customer journey can help minimize drop-offs and enhance overall performance.
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Optimizing conversion by managing cultural differences
- 1. Optimizing conversion by managingcultural differences Geoffrey Davies – Global Online Marketing Online Marketing Director APAC
- 2. Content • Introduction • InternationalOnline Marketing • Conversion Optimization? • Culture & Language • Funnel Matching • Conclusions
- 3. Introduction • Travix operatessix brands in 16 countries; • employs 430 staff; with combined sales in excess of US $1,1 Billion. • Travix is part of BCD Holdings N.V
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- 5. International online marketing •Different countries, different cultures • Difference online development stage • Language • Geographical challenges
- 6. Conversion optimization What isconversion optimization? “The method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers” - Wikipedia
- 7. Conversion optimization What isconversion optimization? “The method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers” - Wikipedia
- 8. Conversion optimization Most importantissue: In order to create the right experience Your website must be appealing to your public! • Look and feel • Product/ price • Purchase funnel
- 9. International online marketing •Different countries, different cultures • Difference online development stage • Language • Geographical challenges = Different websites!
- 10. International online marketing •Different countries, different cultures • Difference online development stage • Language • Geographical challenges = Different websites! How to manage differences?
- 11. Belgium • Illustrative use& choice of words • Elusive – Say “YES”, Act “NO” • Flexible when it comes to agreements – Lunch with “friends” • Power Distance: Hierarchy & diplomacy • Conversation technique: start talking when there is a silence • Prefer well-thought-out decisions • Eye for quality Netherlands • “The heart on his sleeve”, direct • Frank – “I say what I think & I do what I say” • “Keeps his side of the bargain” • Social inversion: straightforward & honest towards all parties • Conversation technique: one talks when the other is not yet finished • Prefer immediate action • Eye for quantity Source: Paul Wouters – Belgian & philosopher Culture & Language
- 12. Funnel matching • Whyneeded? Each step causes fall out.
- 13. Funnel matching How tominimize fall out: • Match each step of the funnel with target group expectations • Online expectations depend on: – Culture & Language – Level online development/ experience
- 14. Funnel matching Step 1:Attention/ Interest (Homepage) • Brandname • Images • Text • Proposition • Colors • Reliability
- 15. Funnel matching Step 1:Attention/ Interest (Homepage) • Brandname
- 16. Funnel matching Step 1:Attention/ Interest (Homepage) • Brandname
- 17. Funnel matching Step 1:Attention/ Interest (Homepage) • Brandname • Images
- 18. Funnel matching Step 1:Attention/ Interest (Homepage) • Brandname • Images
- 19. Funnel matching Step 1:Attention/ Interest (Homepage) • Brandname • Images
- 20. Funnel matching Step 1:Attention/ Interest (Homepage) • Text • Proposition • Colors
- 21. Funnel matching Step 1:Attention/ Interest (Homepage) Reliability
- 22. Funnel matching Step 2:Selection/ Purchase • Product should be appealing to public – Domestic (France, Germany) – Short haul – Long Haul (Vayama USA) – Dynamic Packaging
- 23. Funnel matching Step 3:Check out • Single page check out vs. multiple page check out
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- 28. Funnel matching Step 4:Payment flow • How process additional costs? • Right payment options
- 29. Conclusion Funnel Matching willhelp to managing cultural differences, will decrease fall out & increase conversion!
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