how to go global using your website and provide positive user experience to our visitors
Post on 08-Dec-2014
223 Views
Preview:
DESCRIPTION
TRANSCRIPT
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
How to go global using your website and provide positive experience for your visitors
International Trade Expo, Liverpool10 & 11 June 2014
Levent Yildizgoren – Managing Director - TTC wetranslate Ltd
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
About me
• Twitter @yildizgoren
• Linkedin linkedin.com/in/leventyildizgoren
• TTC websitewww.ttcwetranslate.com
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Published in Nov 2012
Free download
How to grow your business globally
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
The Nine Translation Slip-ups to Avoid
Published in October 2011
Free download
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Why sell globally
Reduce dependency on
your home market
Increased chance of success
Increased efficiency
Fuels innovation
Creates growth
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
7 Myths you need to overcome for going global
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
#1 - It is for large companies
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
#2 - You need to be an established
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
#3 - It will cost a fortune
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
#4 - It needs to be in large scale
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
#5 - It is far too complicated
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
#6 – Everybody speaks English
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
#7 - UK companies can’t compete abroad
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Success story: Titon
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Titon’s Export Director says…
“I have sold and still sell injection molded products manufactured in the UK to China!”
“UK PLC is very much alive and is well respected around the world”
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Why websites are relevant for selling globally
• Readily available• On-line payment facilities• E-commerce development• International delivery network• About 2.5 billion people have internet access
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Do you have an international opportunity?
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Selecting your target market
Take into account the following factors: • The number of internet users in the country• The growth rate in the country• Their openness to new products• State of their digital economy• How adaptable is your product/service to local
standards
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Good Resources
• State of digital economiesThe Economist 2010: http://ow.ly/eZImj
• Ease of doing business 2014 World Bank report http://www.doingbusiness.org/rankings
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
What differentiates online shoppers around the world?
Source: https://www.thinglink.com/scene/438778581166850050
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Returns matter in Europe
• Europeans have the second highest returns of online purchasers (57%)
• Shoppers in Europe expect to see delivery options and total costs early in the purchase process.
Source: http://pressroom.ups.com
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Different story worldwide
• Canadian Consumers are willing to wait an average of 10 days to receive their online purchases
• Australian shoppers have the second lowest online shopping satisfaction rate
Source: http://pressroom.ups.com/
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Determine your online strategy
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
• Alibaba.com employs 20,000 people and has offices in 70 locations worldwide.
• Amazon & Ebay provides a lot help and tools for selling internationally and receiving payment
• Ebay also owns Paypal and Magento
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Website Good Practices & Mistakes to avoid
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Brand name checking is critical…
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Automatic translation can go wrong…
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Some facts…
• 85% of customers prefer to buy in their own language
• Customers are 4 times more likely to buy from a website in their native language [source: IDC]
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Localise content to overcome language barriers
• Everyday one billion questions are asked In Google from 181 countries and 146 languages
• Don’t just translate your content, get it adapted for the target country
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Make your website visible internationally
1
Research your International SEO strategy
2
Implement your on page strategy
3Develop your link building
4
Measure your results
4
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Localise by language or country?
• Decide if you are targeting a country or language?
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
• Sub domains• Top level country specific domain• Sub directories • Or language only• But be consistent – do not mix the two
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Website for over 18 countries?
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Confusing: Different countries but same language is used for all.
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Site for Germany is in DE domain but content is in English
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
But France is in EU domain and content is in English
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
airbnb - 10 billion dollar company…Website localised into 26 languages
consistently and professionally
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Consistent and good style throughout all languages
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Micro websites…fit for purpose
• Can be used your flagship product and service• Lets your visitor to take action easily• About 2.5 billion people have internet access• Cost effective way to reach your target market• Number of pages depending on your goal• Can be developed further
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Appeal to you customers!
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
What did you call me…?
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Don’t come across as weird…
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Essentials for selling globally
• Brand name check your product or company name• Make your website visible for the target country• Your content translated and adapted for target country• Register with top level country specific domains• Use Social Media for brand influence• And make good contacts on the ground.
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
And…
Keep calm &
grow global
ITE 2014 © Levent Yıldızgören www.ttcwetranslate.com
Contact
TTC wetranslate Limited86 Broomfield RoadChelmsford, Essex, CM1 1SS, UKwww.ttcwetranslate.com
Twitter: https://twitter.com/yildizgorenLinkedin: www.linkedin.com/in/leventyildizgorenGoogle+: https://plus.google.com/u/0/+LeventYildizgorenYouTube: https://www.youtube.com/user/TranslationMatters
top related