Ent nation masterclass

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


IS YOUR WEBSITE WORKING SUCCESSFULLY IN THE UK?

Exporting is not a solution for a struggling business


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

Google Analytics > Acquisition >All Traffic > Channels


ARE UK VISITORS ENGAGING WITH YOUR SITE?

Google Analytics > Audience > Overview

INTERNATIONALCONVERSION BARRIERS


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


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


CREATE A BUZZ FOR YOUR BRAND IN THE TARGET COUNTRY


OFFER A LOCAL RETURNS SERVICE


CREATE LOCALISED PRODUCT PAGES


OFFER FREE OR LOW COST INTERNATIONAL DELIVERY


ADD CLEAR AND VISIBLE TRUST SIGNALS TO YOUR SHOP PAGES

CASE STUDY


CASE STUDY: PLUM & ASHBY

www.plumandashby.co.uk


PLUM & ASHBY – NON-UK ONLINE SALES

81.99%

18.01%

United Kingdom International


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


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?


GOOGLE GLOBAL MARKET FINDER (FREE)

https://translate.google.com/globalmarketfinder


USE GOOGLE TRENDS TO GAUGE DEMAND FOR YOUR PRODUCTS

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


SEARCH FOR YOUR PRODUCTS IN THE TARGET COUNTRY

http://isearchfrom.com/


FIND THE RETAILERS RANKING BEST ON GOOGLE IN YOUR TARGET COUNTRY

http://isearchfrom.com/


ANALYSE THEIR TRAFFIC SOURCES

SimilarWeb.com (free)


ANALYSE WHICH OTHER SITES ARE DRIVING TRAFFIC TO THEIR SITE



ANALYSE WHICH SEARCH KEYWORDS ARE DRIVING TRAFFIC TO THEIR SITE



ANALYSE WHICH SOCIAL NETWORKS ARE DRIVING TRAFFIC TO THEIR SITE


WHAT MAKES A WEBSITE

RANK PROMINENTLY ON GOOGLE

IN ANOTHER COUNTRY?


A TOP LEVEL DOMAIN (TLD) FOR THE RELEVANT COUNTRY


RELEVANT CONTENT IN THE COUNTRY’S NATIVE LANGUAGE


LINKS FROM OTHER SITES IN THE TARGET COUNTRY

SEGMENTING VISITORS


SEPARATE DOMAIN FOR EACH COUNTRY

great for established brands but costly


A SEPARATE FOLDER FOR EACH COUNTRY

Easier to maintain but harder to navigate

www.marksandspencerlondon.com/au


SEGMENT BY CURRENCY

Easy to maintain but less local relevance


TELL GOOGLE WHICH LANGUAGES AND COUNTRIES YOU ARE TARGETING

Google Search Console (free)

TESTING THE MARKET


TEST A SINGLE PRODUCT LANDING PAGE WITH GOOGLE ADWORDS


TEST SELLING ON POPULAR INTERNATIONAL MARKETPLACES

Contact UKTI for details


UNDERSTAND EACH COUNTRY'S CULTURAL PREFERENCES

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


CHOOSE YOUR PAYMENT PROCESSOR CAREFULLY

Some providers are more prone to international fraud


MAKE SURE YOUR BUSINESS IS TRULY READY TO START EXPORTING


FURTHER HELP

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

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

• Email: [email protected]

Any Questions?

www.seotraininglondon.org

Ent nation masterclass

Business

Transcript of Ent nation masterclass