The Magnificent Seven
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Conversion optimisation tips for international success
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The Magnificent Seven
- 2. .....tips on International Web Conversion by Joe Doveton
- 3. It’s The Wild West Out There Wanted Wanted Wanted Wanted Language Logistics Payments Data
- 5. So your website has to cater for this......
- 6. ....which means a global template may not work....
- 7. What the hell is “Conversion Optimisation” anyway?
- 8. What the hell is “Conversion Optimisation” anyway? Web Analytics Brand Marketing Web Development Usability Customer Acquisition Personalisation Re-marketing
- 9. It’s A New Way of Thinking Test Analyse Refine
- 10. Why Bother?
- 12. Do It. Or this happens.
- 14. GratuitoFinue asrt sI Lciteerabturee Drragm aPicture Classical Music Popular Music Folk Dancing Games Cooking Dress Eye behaviour Contextual Conversational Patterns Social Interaction Rate Facial Expressions Notions of modesty Conception of beauty Ideals of childrearing Relationship to animals Patterns of superior/subordinate relations Definition of sin Courtship practices Conception of justice Incentives to work Notions of leadership Tempo of work Group decision making Conceptions of cleanliness Attitudes towards dependents Theory of disease Approaches to problem solving Conception of status mobility Status designations based on age, sex, class, occupation, kinship etc Nature of friendship Ordering of time Conception of ‘self’ Preference for competition or co-operation Body language Notions about logic and validity Patterns of handling emotions
- 15. Cultural Differences in Design
- 16. Cultural Differences in Design
- 17. #1: Webenese
- 18. Itenglian
- 19. Germish
- 20. Top Tip: Sweden is top for proficiency in English. Libya is bottom.
- 21. #2: Colours, Colors, Coloures #2: High Context and Low Context etc
- 22. Red: Luck in China
- 23. Red: Beauty in Russia
- 24. A Good Colour For Prices?
- 25. Green For Go in Britain
- 26. Green For Death in Brazil
- 27. Green For…Er….Blue in Japan?
- 28. Top Tip: Orange in Holland. The Dutch love Orange. Germans are uncomfortable with the red, black and gold of their flag however.
- 29. # 3: Payments and Culture
- 30. German Payments
- 32. Indian Cash On Delivery
- 33. Top Tip: 51% of Germans said they wouldn’t go back to a retailer who didn’t offer their preferred payment method
- 34. # 4: Website Ergonomics
- 35. Alignment
- 38. Top Tip: Asian users are much more likely to be comfortable with a long page and scroll down
- 39. #5: Calls To Action
- 40. European CTAs
- 41. CTA Colours, Shapes and Forms
- 42. Case Study: Chapman Freeborn
- 43. Red in China
- 45. Top Tip: in GlobalMaxer tests in 2013, button text and style changes have had more of an impact than colour changes
- 46. #6: Technology
- 48. IE6 in China
- 49. Arabic Flash
- 50. African Mobile
- 51. Top Tip: Russian customers need to build up trust with retail brands. Start off with a concession in one of the main marketplaces like Ozon.ru
- 52. #7: Winning and Losing
- 53. Why I Like Losing Tests
- 57. Case Study: Boots Singapore
- 58. Case Study: Boots Singapore
- 59. Top Tip: think of losing tests as money saved on wasteful projects. The cost of a functional “world class” eCommerce site with CMS is now $100,000+ (source: webpage FX)
- 60. Closing Thoughts • Conversion Optimisation is a new way of thinking • Culture affects everything • There isn’t a cultural silver bullet • Test, reflect, learn and improve
Editor's Notes
- Good afternoon everyone. The theme for this afternoon’s presentation is about cultural mistakes. Blunders of cultural misunderstanding routinely made by businesses launching into new markets. Here’s a picture of 10 Johns.
- The point is- culture is too big a topic to bite off in one chunk Cultural interplay is complex and skewed by a globalised web and technology market In a world dominated by Samsung, Apple, Microsoft and Google we the Globalese (Worldish?) adapt to *their* tastes However cultural differences do exist
- Even within an industry like retail, there are distinct differences in the way that brands approach selling the same products to their national groups in this example of John Lewis selling small electricals to the UK and
- ….Carrefour selling the same product set into France. In terms of brand choice of colours, prominence and positioning of pricing, use of guttering and positioning around family, the two retailers approach is quite different…..
- The truth is, on the web, languages are jumbled together Chaucer, Shakespeare and Mark Train were known to use a mangled mixture of English and French British Satirist Miles Kingston had a newspaper column called Parlez Vous Franglais from the 1950s
- The first one is colours. Now this is an interesting fact. There’s actually no universal academic global theory of colour. There is a really good study by Hallock from which this slide is taken. The other global colour “rules” are more like heuristics or informal guidelines.
- So for example it’s widely understood that in China, the colour red means “good luck”. It’s the colour of weddings and gifts. As well as the national colour and the colour of the communist party.
- In Russia, the name for the colour red is “krahs-nee”. This is very similar to the Russian wood for beauty “krasota”. So the colour red is phonetically closely associated with beauty. But is also has associations with authority (the communist party again) and danger.
- Now in Western Europe- red can have both positive and negative associations. Red is the colour of passion, danger and excitement in France, Germany and the UK. In the UK we have “red letter days”. In France, red has old associations as the colour of power of the bourgeois. So it’s interesting that in France, red is one of the most popular colours for prices in French ecommerce. Red pricing is something in the UK that we normally associate with a discount. However, 6 of the top 10 retailers in French eCommerce use a red pricing convention.
- Green is another colour with complex symbolism. In many countries- green= go. It’s a good colour to indicate forward progression. For buttons, it’s a really popular colour. It also has associations with nature, with youth, with money in the West.
- However, in Latin America, green has associations with death. Something to do with many countries living on the edge of the vast green unknown of the rain forests. In France, green has some associations with thievery.
- The most bizarre notion of green comes in Japan. Japanese has no word to differentiate between green and blue. So actually, to a Japanese person, what you are currently looking at is a green traffic light.
- The point is- that colour does have cultural significance, and is probably worth of a whole separate presentation. But when launching your websites into new markets, it’s worth researching which of these colour guidelines might apply to your clients.
- This section is about payment preference and how you ask for payment.
- It’s obvious that if you’re launching a website in a new market, then your customers are going to want to pay you in their local currency. However what is less often considered is that they may not have the same payment preferences as you. For instance, Germany is a very credit averse country in terms of personal debt. As a result, Germany has very low credit card penetration. According to DIBS Global
- JIBC April 2011, Vol. 16, No.1 - 11 - conventional credit card allows interest in its program whereby Islamic credit card allows fees instead of interest in its program. The use of credit cards for purchasing goods online and then paying the price of purchase by instalments to the bank or authorities that issue the cards is, in fact, a form of loan to card-bearer. So, an issuer is not entitled to receive more than the amount taken to purchase. But, the issuer is permitted to take a fixed charge under the name of administrative expenses, and such a charge is not increasable due to an increase of money used for purchase. For sure, imposing a percentage on the am out of money used by credit cards is Riba (usury and interest) in itself, whether such a percentage is taken as a charge service and administrative expense or due to delay in settlem ent. Both forms are a usurious loan and the most well-known form of Riba of non-Islamic systems. Literally Riba means an increase or increase. According to Islamic Jurist it can be defined as usury or a practice of lending money with interest rates. In this concern, Islamic Fiqh Assembly issued its decision No. 108 (12/2) stating (Al-Faqih, 2002): i. It is not permitted to issue uncovered credit cards or to deal in them if there is a condition that fixes usurious increase even if a user intends to pay up within a given free period. ii. It is permitted to issue uncovered credit cards as long as there is no condition that fixes usurious increases to be added to debt. Here are two (2) sub points: i) It is lawful (for the bank or issuer) to receive a fixed charge for the issue or renewal of such cards as a wage for service rendered. ii) It is also lawful to receive commission from the trader for purchase, by the customer provided that selling by card is equal in price to selling in cash. However, how does Islam accept the concept of credit card as a medium of on-line payment? What are the underlying principles required by Sharia' in the functionality of credit card? Islamic credit card is the substitute for conventional interest-based credit cards. Islam allows the use of credit card as long as it does not involve the element of interest. In Malaysia, the doctrine of Bay al-Inah is recognized and used to validate the credit card transaction (Kazi, 2002). The Bay al-Inah contract works on the basis of two (2) separate agreements, namely Bay al-Mutlak (cash sale) and Bay Bithaman Ajil (deferred sale) (Darwish, 2003). The former is the bank’s agreement to sell an item to the customer at an agreed price, while the latter agreement cove rs the customer selling back to th e bank at a lower price. The difference is the bank’s profit on the transaction and is a predetermined amount. There is no penalty charged to the customer and for the unutilized financing amount the customer is legible for rebate (Khir et al , 2008). But the doctrine of Bay al-Inah is not recognized by some scholars from Middle-East. Their reasoning is that the contract is ethica lly flimsy when applied in this manner, the sale transacted is a fake sale and thus just a means of masking Riba . They decided that the solution to Riba avoidance was to exercise the accep table right of charging for the provision of a financial guarantee called the guarantee system (Darwish, 2003). JIBC April 2011, Vol. 16, No.1 - 12 - Regarding the above issue, Murabahah System is proposed by Mustafa Omar of Islamic International University (Zainul, et. al , 2004). Murabahah is generally defined as a sale with Mark-up or a cost plus profit sale. It is sale of product for the price at which the bank in this case has purchased it, with the addition of stated profit. Islamic banks use it as a credit vehicle to finance the buyer against a predetermined profit without bearing any risk
- India's e-commerce market was worth about $2.5 billion in 2009, it went up to $6.3 billion in 2011 and to $14 billion in 2012.[1] About 75% of this is travel related (airline tickets, railway tickets, hotel bookings, online mobile recharge etc.). Online Retailing comprises about 12.5% ($300 Million[6] as of 2009). India has close to 10 million online shoppers and is growing at an estimated 30%[7] CAGR vis-à-vis a global growth rate of 8–10%. Electronics and Apparel are the biggest categories in terms of sales. Key drivers in Indian e-commerce are: Increasing broadband Internet (growing at 20%[8] MoM) and 3G penetration.[9] Rising standards of living and a burgeoning, upwardly mobile middle class with high disposable incomes Availability of much wider product range (including long tail and Direct Imports) compared to what is available at brick and mortar retailers Busy lifestyles, urban traffic congestion and lack of time for offline shopping Lower prices compared to brick and mortar retail driven by disintermediation and reduced inventory and real estate costs Increased usage of online classified sites, with more consumer buying and selling second-hand goods[10] Evolution of the online marketplace model with sites like eBay, Infibeam, and Tradus. The evolution of ecommerce has come a full circle with marketplace models taking center stage again.
- he number of Saudi consumers willing to make online purchases is also rising. In 2011, 39% of internet users, approximately 3 million people, were buying products and services online. And with the rise of new e-commerce options, this number is likely to rise quickly for a couple reasons. Increased support for e-commerce companies through organizations and partnerships, like Saudi e-commerce alliance Ittejar and angel investor network Sirb, is having a positive effect on e-commerce ventures and several successful e-commerce sites have either launched or expanded into Saudi Arabia. Flash sales sites MarkaVIP, based in the UAE, and Harir from Jordan are just some that are vocally focusing on the Saudi market, while local Apple product online retailer iPhady is also finding success in the Kingdom. These examples could motivate more entrepreneurs to enter the market and take advantage of a growing customer base and easy online payment opportunity.
- In Den Warrenkorb- add to cart Jeszt Kauffen- buy now Ajouter au panier- add to basket Acheter Maintenant- Buy now Passer Ma Commande- Place my order (more online) Consigalas aqui- get them here Anadir A La Cesta- add to cart Tramitar Comprar- purchase process
- Air Charter client. Chapman Freeborn. First thing we did turn text links into buttons. Brought it up near logo. 50% increase in conversions. Tried out different button colours according to culture.
- Chinese red button. About a 15% uplift, about a 5% base increase in conversions. Converting at aroubdn 31%.
- Germany: similar conversion rate. But red button only 5% clicks. Silver and original orange leading. Numerous examples of this. Colour does matter and will increase conversions.
- Raif Badawi 7 years and 600 lashes
- Consumer spending on the internet will increase in African countries due to the building of network capacity, according to a PwC report. South Africa’s internet-based consumer spending is estimated to reach ZAR59.6 billion (US$5.87 billion) by 2017, indicating a compound annual growth rate (CAGR) of 24.7 per cent from the ZAR19.8 billion (US$1.95 billion) banked in 2012. Investments in cellular coverage causes the South African internet market to be dominated by the mobile segment. The same is true for Nigeria, where wider cellular coverage and more competitive prices leads the mobile internet market. The major Nigerian operators are currently behind in the race to deploy LTE networks, whereas smaller players such as internet service providers (ISPs) have taken advantage of the technology. While South Africa is making use of full deployed LTE networks, coverage is still limited. “The adoption of LTE services across all segments will help to ensure the continued growth of mobile broadband adoption in South Africa,” the report said. Kenya is expected to launch the first LTE open network as a government initiative with major stakeholders involved. Improved internet activity in the country is however driven through the reinforcement of bandwidth activity, with web-based advertising reaching a CAGR of 21.9 per cent from its US$2 billion income recorded in 2002. Mobile and searching activity will be the top channels of broadband engagement.
- This is a good post from Gregor Ng The point is (a) best practise doesn’t always work (b) don’t be afraid to try things (c) there’s no such thing as bad data
- We did work on delivery page for Boots Singapore. CTA below the fold on the LHS. Two column format, blank right hand format Thing is our re-design TANKED.
- We did work on delivery page for Boots Singapore. CTA below the fold on the LHS. Two column format, blank right hand format Thing is our re-design TANKED.
- We did work on delivery page for Boots Singapore. CTA below the fold on the LHS. Two column format, blank right hand format Thing is our re-design TANKED.