how to go global using your website and provide positive user experience to our visitors

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


About me

• Twitter @yildizgoren

• Linkedin linkedin.com/in/leventyildizgoren

• TTC websitewww.ttcwetranslate.com


Published in Nov 2012

Free download

How to grow your business globally


The Nine Translation Slip-ups to Avoid

Published in October 2011

Free download


Why sell globally

Reduce dependency on

your home market

Increased chance of success

Increased efficiency

Fuels innovation

Creates growth


7 Myths you need to overcome for going global


#1 - It is for large companies


#2 - You need to be an established


#3 - It will cost a fortune


#4 - It needs to be in large scale


#5 - It is far too complicated


#6 – Everybody speaks English


#7 - UK companies can’t compete abroad


Success story: Titon


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”


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


Do you have an international opportunity?


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


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


What differentiates online shoppers around the world?

Source: https://www.thinglink.com/scene/438778581166850050


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


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/


Determine your online strategy


• 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


Website Good Practices & Mistakes to avoid


Brand name checking is critical…


Automatic translation can go wrong…


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]


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


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


Localise by language or country?

• Decide if you are targeting a country or language?


• Sub domains• Top level country specific domain• Sub directories • Or language only• But be consistent – do not mix the two


Website for over 18 countries?


Confusing: Different countries but same language is used for all.


Site for Germany is in DE domain but content is in English


But France is in EU domain and content is in English


airbnb - 10 billion dollar company…Website localised into 26 languages

consistently and professionally


Consistent and good style throughout all languages


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


Appeal to you customers!


What did you call me…?


Don’t come across as weird…


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.


And…

Keep calm &

grow global


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

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