This document summarizes a webinar presented by Barend Faber of WhatUsersDo on optimizing websites for international users. It discusses how user experience testing can help companies improve their performance in overseas markets by identifying cultural factors that impact conversion rates. Case studies describe how testing uncovered issues like unsupported Cyrillic characters reducing conversions for a UK retailer in Russia and missing information about ethical sourcing turning away German fashion shoppers. The benefits of optimized international sites include increased acquisition, market share, retention and competitive advantage. Testing at all stages of development from research to post-launch optimization is recommended to drive global online sales and business growth.

1. Webinar: WhatUsersDo
14th July 2016

2. Welcome & Introduction to Speakers
2
Barend Faber
Onboarding Services Manager
barend@whatusersdo.com
Judith McElhinney
Senior E-Commerce Adviser, UKTI
Email: judith.mcelhinney@ukti.gsi.gov.uk

3. Government Support for your Export Goals
3
UK Export
Finance
(UKEF)
Intellectual
Property Office
(IPO)
UK Trade &
Investment
(UKTI)
www.gov.uk
Exporting is
GREAT
(EiG)
www.exportingisgreat.gov.uk

4. The E-Exporting Programme
4
Opportunity Advice Events
Improved Commercial
Terms with e-marketplaces
like Amazon
Experienced Trade
Advisors link clients in with
full range of UKTI services
UKTI presence and
thought leadership at
industry events
Business case and initial
research performed by
UKTI
13 ecommerce advisers
based around the UK
Embassy staff in country
able to assist where
necessary
Ecommerce advisers
cover e-marketplaces and
wider ecommerce plans
World Retail Congress,
Spring/Autumn Fair, LFW
Trade Missions to Priority
markets including Japan,
USA, China
Since Sept 2014, 1,750+ companies have been given specialist ecommerce
advice and over £267m in incremental export business* has been generated.
* UKTI measure performance through externally audited ‘Export Wins’ that client companies sign off after receiving
significant assistance entering new markets
Visit: www.gov.uk/e-exporting Email: e-exporting@ukti.gsi.gov.uk

5. 5
2. WhatUsersDo
Barend Faber
Onboarding Services Manager
barend@whatusersdo.com
5

6. Overview
6
• Share real-world examples of how companies have improved the
performance of their country-specific websites
• Discuss the benefits of having internationally optimised
websites
• Explain how user experience can drive business growth – in the
UK and beyond
• Free giveaway!
• Q&A

7. Current Customers
7

8. The Problem…
Most visitors to your website don’t take
an action…
…but you don’t know why!
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9. The Solution…
More Traffic
Better User Experience
9

10. The Importance of a Good Experience
89%
of consumers purchased from a competitor
following a poor customer experience
— Source: Oracle 2011 Customer Experience Impact Report
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11. Take a Step Back...
It’s impossible to see your site through the
eyes of your customers…
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12. …especially in international markets!
12

13. Case Study – Major UK Retailer
• Problem: huge basket abandonment rate in Russian market
following launch of Russian-language site. A result of slow delivery
options or just a cultural nuance?
• Solution: ran UX testing on their site with real Russian users
• Results: discovered that when Russian customers tried to complete
checkout form, Cyrillic alphabet not properly supported – characters
converted into gobbledygook and eroded trust in site
13

14. Case Study – Large UK Fashion Retailer
• Problem: had been selling online to Germany for many years with
similar sales levels and average order values to the domestic UK
market…. but unaware of a local cultural factor that was losing them
online sales!
• Solution: watched German consumers using their site, giving them
verbal feedback as they did so
• Results: discovered that German clothes shoppers wanted to know
origin of the clothes they were buying to check they were ethically-
produced
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15. UX Testing
UX Testing allows you to watch people around the
world use your website and hear their spoken
feedback.
It’s simple!
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16. When to Run UX Testing
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PLAN BUILD OPTIMISE
Research a market
before you enter it
by testing with
competitors’ sites
Watch customers
using prototypes of
your site during the
build stage to
ensure a
successful launch
Make improvements
by watching real
customers using
your live site

17. Benefits of Internationally Optimised Sites
• Acquisition: capture as many customers as possible everywhere you
trade
• Market Share: don’t lose customers to competitors because they feel
more comfortable with local sites!
• Retention & Brand Power: don’t leave a negative impression of your
brand on international customers due to a bad user experience
• Competitive Advantage: All markets are only going to become more
internationally competitive – you should get a head start.
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18. How to Create Country-Specific Websites
Translation?
Local Currency?
Quick fixes may only address surface
issues and miss fundamental issues…
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19. Case Study: Hoteling.com (lowcosttravel)
Problem: Improve the Hoteling.com experience for US visitors
Solution: Watched US customers use their site and hear their thoughts
as they searched for and booked hotel rooms
Results: Over 40 previously undiscovered bugs found, including 6 US-
specific issues, leading to an increase in online sales in the US
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20. How Online UX Drives Business Growth
Improving the online experience = increasing sales
• Brand Loyalty: good user experience on a website encourages return
visitors
• Competition: gives competitors a hard time trying to convert those
customers to be theirs
• Reputation: consumers are twice as likely to share bad customer
experiences than positive ones (2012 Global Customer Service
Barometer)
• Cost Savings: reduces support calls
• Increased Engagement: more customers leaving positive product
reviews
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21. Try WhatUsersDo For Free…
Free trial available
• Identify user issues and use them as opportunities for
improvement
• Over 30,000 testers worldwide: UK, US, Germany,
Netherlands, France, and more
• Test across desktop, mobile, tablet, and prototypes
whatusersdo.com/ukti
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22. 3. Questions for Barend?
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