Taking your website global 10 23-2013

Welcome!

Taking Your Website
Global
October 23, 2013

Seminar Agenda
• Welcome and introductions
• The importance of an exporting strategy
– Roxanne Baumann, Director of Global Engagement – WMEP

• Maximizing your global web marketing success
– Shane Fell, Top Floor Technologies

• Wrap-up / questions and answers

www.topfloortech.com @topfloortech @shanemfell

Introductions


A Brief Introduction to Top Floor
Technologies


Top Floor Technologies Introduction
• Website Design &
Development
• Search Engine
Marketing
• Web Analytics &
Conversion
Improvement
• Internet Marketing
Education


Getting the Most
From Today’s Seminar
Write down 3 learning points
that you will begin putting into
action within the next two
weeks. Then – follow through.


Roxanne Baumann
Director of Global Engagement - WMEP


5 Mistakes Companies Make When
Going Global with Their Websites
1. Using poor quality translation.
2. Not adjusting for different sized text areas.
3. Not accounting for the global prominence of mobile
website use.
4. Assuming a direct translation of keyword phrases is
enough for global search engine optimization.
5. Taking a substandard website and pushing it out to
the rest of the world.

Setting the Foundation
An Overview of Internet Marketing Fundamentals


The Impact of Internet
Technologies on Marketing


Your Website is at the Core
Search Engine
Marketing

Public Relations
(online & offline)

Tradeshows

Promotions and
Campaigns

Your
Website

Direct Marketing
(online & offline)

Direct Sales

Print Advertising


Social Media

Setting Goals – start at the top
Two things you can do to improve the results of your Website
Drive more qualified
users to your Website

1

Convert a higher % of users
into opportunities

2

Website Success Formula
Website
visits


Conversion
%

=

Results
(leads, sales)

Definition of Usability
Usability • making sure that something works well: that
a person of average (or even below average) ability
and experience can use the thing – whether it’s a web
site, a fighter jet, or a revolving door – for its intended
purpose without getting hopelessly frustrated.*
*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug


Before


After


Maximize Your Calls to Acton
• From each key page of your
Website, users should know what they
can do next.
• Don’t overwhelm them with choices.
• Test design and wording to improve
conversion.


Make your website mobile friendly

Why Mobile?

Source: Campaign Monitor, 2013


U.S. Share of Searches
Ask
3%

AOL
2%

Microsoft
15%

Yahoo
14%

Google
66%

Source: ComScore

U.S. B2B Preferred Search Engines
Microsoft
7%

Others
2%

Yahoo
14%

Google
77%

Source: Enquiro Business to Business Survey

Search Engine Optimization (SEO)
 Over 80% of

activity on the
first results page
(top 10 results)

 Keys to success:
 Keyword
analysis
 Content
development
 Linking strategy
 Monitoring &
updating


Pay-Per-Click (PPC)
 Instant Results

 Pay only for

Website visits

 Keys to success:
 Keyword
analysis
(including
negative terms)

 Bid

management
 Quality Score
 Monitoring &
updating


Develop A Winning
Content Strategy

Newsworthy /
Relevant
Information

CONTENT DEPLOYMENT
Social
Media

Articles
and Case
Studies

Optimized
Press Releases

Blog Posts
Email /
& Website Newsletters
Updates

Effective Landing Pages

KEYWORD
TARGETS

Google Analytics


Key Performance Indicators
• Visits

• Total Goals
• Goal Conversion Rate
• Bounce Rate
• Traffic Sources
• Keywords


TOTAL COMPLETED GOALS
45

Current

40

Previous

35

% Change
Contact Us

+ 20.00%

30
25
20

Quick Question + 33.33%

RFQ

+ 21.88%

15
10

5
0
Contact Us


Quick
Question

RFQ

Projected 2014 E-Commerce Spending
by Region ($ billions)
Africa & Middle East

3

Australia

4.9

Eastern Europe & Rusia

27

Asia-Pacific

93.2

Western Europe

166.6

North America

202.8
0

50

100

150

200

250

Source: translations.com


Online Consumers Have Spoken

72.4% 56.2% 72.1%
say they are more
likely to buy from
sites in their native
language.

say that information
in their language is
more important than
price when making
buying decisions.

spend most or all of
their time on sites in
their preferred
language.



Global Web Presence Matters
•

1.86 billion internet users do not speak English.

•

47% of online shoppers in Europe would not settle
for using an English version of a retailer’s website.

•

When Spanish-language web content ends just
before checkout, and final processing occurs in
English, conversion rates fall sharply – by as much
as 90%.

•

43% of the top 1000 global websites are in a single

language.


8 Key Questions When Going Global
With Your Website
1. What languages are you targeting?
2. What portions of your product/service mix apply?
3. How will you manage translation?

4. Should you translate your full website site or a
partial version?


8 Key Questions When Going Global
With Your Website
5. Where should you host your global websites and at
what website address?
6. How will future content updates be managed?
7. How will you maximize global search engine
positioning?
8. How will you respond to inquiries?


Lost in Translation?
Translation Blunders


“Come Alive with Pepsi“ Campaign
When translated into Chinese …

"Pepsi brings your dead ancestors
back to life".
When translated into German …

"Come out of the grave with Pepsi."


Signs From Around the World
• In the reception of a Romanian hotel
The lift is being fixed for the next day. During that time we regret that
you will be unbearable.

• In an African newspaper
A new swimming pool is rapidly taking shape since the contractors
have thrown in the bulk of their workers.
• In a hotel in Athens
Visitors are expected to complain at the office between the hours of
9 and 11 daily.
• On the menu of a Swiss restaurant
Our wines leave you nothing to hope for.
• Outside a Hong Kong tailor shop
Ladies may have a fit upstairs.

Signs From Around the World
• In a Copenhagen airline ticket office
We take your bags and send them in all directions.
• In an advertisement by a Hong Kong dentist
Teeth extracted by the latest Methodists.
• At a Budapest zoo
Please do not feed the animals. If you have any suitable food, give it
to the guard on duty.

• In an Acapulco hotel
The manager has personally passed all the water served here.
• In the reception of a Moscow hotel
You are welcome to visit the cemetery where famous Russian and
Soviet composers, artists, and writers are buried daily except
Thursday.

Translation Options
• Automated translation
tools.
• Your representatives who
speak the language you
are targeting.
• Professional translation
firms that use native
language translators.


How Much of Your Content to Include?
• Which portions of your product/service mix apply?
• Three primary options:
1. Full site translation
2. Micro-site translation

3. Landing page translation


A Simple Start …


Content Management
• As you change content on your United States
Website, how will these changes be reflected across
your global websites?
– Manual translation
– Translation memory


Global Search Engine Market Share
Bing
4%

Other
2%

Baidu
6%
Yahoo
7%

Google
81%

Source: NETMARKETSHARE

Google’s Global Domains
.ca
.de

Germany

.jp

Japan

.fr

France

.au

Australia

.ru

Russian
Federation

.ch

Switzerland

.it

Italy

.nl

Netherlands

.se

Sweden

.no

Norway

.es


Canada

Spain

China’s Top Search Engine


International Search Engine Optimization
• Perform keyword research in the native language.
• Update content to reflect target keywords.
• When possible, use a domain specific to each country
(ex. www.mycompany.es for Spain).
• When possible, host the site in the targeted country.
• List a local address on international sites, if you have a
physical presence in the country.
• Pursue links from other websites to each of your global
sites.


Useful Tip – See International Google
Results

https://addons.mozilla.org/en-US/firefox/addon/google-global/


Questions?
Thank You!


Upcoming Top Floor
Educational Seminars
Improving Your
Website's User
Experience

Pandas, Penguins, and
Hummingbirds

November 12, 2013 - 2:30 to 5:00 PM

November 21, 2013 – 1:00 to 3:30 PM

Google’s rapid transformation of
search

Hyatt on Main
Green Bay, WI

Top Floor Technologies
New Berlin, WI

www.topfloortech.com/seminars
for details or to register

Taking your website global 10 23-2013

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