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Site adaptation for foreign markets - trust signals. Zanna Pupele, Brighton SEO, Sept 2018 presentation

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The trust is built up on many, sometimes very tiny, signals and it’s essential to have those signals aligned and more important, truthful.
Being perceived as a part of the familiar environment for site visitor, as well as being apprehensible without additional efforts, does establish a good base for forming the trust and liking, and make your audience open to your content.
In this presentation we’ll explore the most important trust anchors, share some ideas and real life examples to bear I mind when planning to expand the business internationally.

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Site adaptation for foreign markets - trust signals. Zanna Pupele, Brighton SEO, Sept 2018 presentation

  1. 1. Zanna Pupele Webcertain Group Site adaptation for foreign markets: trust signals https://www.linkedin.com/in/zanna-pupele/
  2. 2. | 2 Zanna Pupele International digital marketing Account Manager and Team Leader
  3. 3. | 3 Trust signals - contact us - payment options - currency - sizes and measurements - delivery and returns - local associations and institutions - social media - translation
  4. 4. | Contact us 4 One of the strongest signals that the business is well-established in the region and safe to deal with. Local phone number
  5. 5. | 5 One of the strongest signals that the business is well-established in the region and safe to deal with. Local phone number Customer service language Contact us
  6. 6. | 6 Contact us One of the strongest signals that the business is well-established in the region and safe to deal with. Local phone number Customer service language Local (postal) address
  7. 7. | Contact us 7 One of the strongest signals that the business is well-established in the region and safe to deal with. Local phone number Customer service language Local (postal) address Contact forms
  8. 8. | Payment methods 8 Convenient and familiar payment options Small purchases
  9. 9. | Payment methods 9 Convenient and familiar payment options Small purchases Trials
  10. 10. | Payment methods 10 Convenient and familiar payment options Small purchases Trials Impulsive or Instant buying
  11. 11. | Payment methods 11 Convenient and familiar payment options Small purchases Trials Impulsive or Instant buying Similar products sold at the same price
  12. 12. | Currency Important user experience element Exchange rate converter – extra step 12
  13. 13. | Currency Important user experience element Exchange rate converter – extra step Illegal to use foreign currency 13
  14. 14. | Sizes and measurements 14 Diversity of measures still actively used around the world. Sizes
  15. 15. | Sizes and measurements 15 Diversity of measures still actively used around the world. Sizes Measurements
  16. 16. | Delivery and return policy After-sale care and issues Local specifics 16
  17. 17. | Delivery and return policy 17 After-sale care and issues Local specifics Customers expectations
  18. 18. | Local associations and institutions 18 Connect with local authorities and leading professional bodies Local professional community
  19. 19. | Social media Cross-checked information from different channels Local audience habitat 19
  20. 20. | Translation 20 Cheapest is dearest Human translation
  21. 21. | Key takeaways  pay the attention to the details  involve experts of the region  use the checklist above ;) 21
  22. 22. Questions? zanna.pupele@webcertain.com www.webcertain.com in/webcertain.com @WebCertain

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