HOW TO INTERNATIONALISE YOUR WEBSITE READY

FOR EXPORTING

WITH

DANNY RICHMAN

WWW.SEOTRAININGLONDON.ORG

DANNY RICHMAN

• 15 years experience in making websites work for businesses

• Clients include: Bank of England, Marks & Spencer, John Lewis and 300+ SMEs

• Approved advisor for UKTI

• Volunteer Mentor for the Prince’s Trust

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IS YOUR WEBSITE WORKING SUCCESSFULLY IN THE UK?

Exporting is not a solution for a struggling business

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DO YOU ALREADY HAVE AN EFFECTIVE DIGITAL MARKETING STRATEGY IN PLACE?

Google Analytics > Acquisition >All Traffic > Channels

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ARE UK VISITORS ENGAGING WITH YOUR SITE?

Google Analytics > Audience > Overview

INTERNATIONALCONVERSION BARRIERS

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INTERNATIONAL CONVERSIONS RATES ARE LIKELY TO BE LOWER THAN UK

Analysis of 27 Ecommerce Websites

2.97%

0.83% 0.76%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

UK EU Non EU

WWW.SEOTRAININGLONDON.ORG

REASONS GIVEN FOR NOT BUYING FROM A UK-BASED RETAILER

Survey of 1,000 US. Consumers

3%

6%

9%

11%

14%

20%

31%

Taxes/Duty

Risk of fraud

Shipping Time

Prefer to buy locally

Shipping Costs

Ease of returns

Trust in retailer

OVERCOMING CONVERSION BARRIERS

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CREATE A BUZZ FOR YOUR BRAND IN THE TARGET COUNTRY

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OFFER A LOCAL RETURNS SERVICE

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CREATE LOCALISED PRODUCT PAGES

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OFFER FREE OR LOW COST INTERNATIONAL DELIVERY

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ADD CLEAR AND VISIBLE TRUST SIGNALS TO YOUR SHOP PAGES

CASE STUDY

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CASE STUDY: PLUM & ASHBY

www.plumandashby.co.uk

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PLUM & ASHBY – NON-UK ONLINE SALES

81.99%

18.01%

United Kingdom International

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PLUM & ASHBY – BEST PERFORMING COUNTRIES OUTSIDE OF UK

35.38%

20.00%

5.38%

5.38%

4.62%

3.85%

3.08%2.31%

2.31% 2.31%

United States Germany Spain France Japan Switzerland Australia Austria Ireland Singapore

WWW.SEOTRAININGLONDON.ORG

PLUM & ASHBY – BEST SOURCES OF U.S. TRAFFIC

35.06%

31.46%

18.24%

6.54%

8.70%

Referral Direct Organic Search Email Social

WHICH COUNTRIESSHOULD I TARGET?

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GOOGLE GLOBAL MARKET FINDER (FREE)

https://translate.google.com/globalmarketfinder

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USE GOOGLE TRENDS TO GAUGE DEMAND FOR YOUR PRODUCTS

https://www.google.co.uk/trends/

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SEARCH FOR YOUR PRODUCTS IN THE TARGET COUNTRY

http://isearchfrom.com/

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FIND THE RETAILERS RANKING BEST ON GOOGLE IN YOUR TARGET COUNTRY

http://isearchfrom.com/

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ANALYSE THEIR TRAFFIC SOURCES

SimilarWeb.com (free)

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ANALYSE WHICH OTHER SITES ARE DRIVING TRAFFIC TO THEIR SITE

SimilarWeb.com (free)

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ANALYSE WHICH SEARCH KEYWORDS ARE DRIVING TRAFFIC TO THEIR SITE

SimilarWeb.com (free)

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ANALYSE WHICH SOCIAL NETWORKS ARE DRIVING TRAFFIC TO THEIR SITE

SimilarWeb.com (free)

WHAT MAKES A WEBSITE

RANK PROMINENTLY ON GOOGLE

IN ANOTHER COUNTRY?

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A TOP LEVEL DOMAIN (TLD) FOR THE RELEVANT COUNTRY

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RELEVANT CONTENT IN THE COUNTRY’S NATIVE LANGUAGE

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LINKS FROM OTHER SITES IN THE TARGET COUNTRY

SEGMENTING VISITORS

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SEPARATE DOMAIN FOR EACH COUNTRY

great for established brands but costly

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A SEPARATE FOLDER FOR EACH COUNTRY

Easier to maintain but harder to navigate

www.marksandspencerlondon.com/au

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SEGMENT BY CURRENCY

Easy to maintain but less local relevance

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TELL GOOGLE WHICH LANGUAGES AND COUNTRIES YOU ARE TARGETING

Google Search Console (free)

TESTING THE MARKET

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TEST A SINGLE PRODUCT LANDING PAGE WITH GOOGLE ADWORDS

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TEST SELLING ON POPULAR INTERNATIONAL MARKETPLACES

Contact UKTI for details

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UNDERSTAND EACH COUNTRY'S CULTURAL PREFERENCES

www.seotraininglondon.org/which-country-should-i-target-for-ecommerce-exporting/

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CHOOSE YOUR PAYMENT PROCESSOR CAREFULLY

Some providers are more prone to international fraud

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MAKE SURE YOUR BUSINESS IS TRULY READY TO START EXPORTING

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FURTHER HELP

• Download these slides here:http://bit.ly/1UOzBy4

• Read ‘Which Country Should I Target for eCommerce Exporting?’http://bit.ly/1XktJ5W

• Email: danny@richmanseo.co.uk

Any Questions?

www.seotraininglondon.org