Web Agency E-commerce Tips
The Internet presents the opportunity for any E-commerce business to tap into a global audience, but appealing to an international market isn’t as easy as it might sound. Tackling the global marketplace takes a great deal of time and sensitivity, and it is best approached with a gradual but progressive strategy. There’s no point in trying to be the Jack of all trades, only to lose your more localized audience due to a lack of focus.
When you have to factor in the wants and needs of an overseas client base, you’ll need to do so in such a way that you don’t start showing your current audience that you’ve outgrown them. Personalization continues to be an essential characteristic of any digital marketing strategy, but it is easy to get lost as you try to tap into the global market. On the other hand, the potential offered by a global E-commerce venture is enormous, so thinking small is a sure-fire way to get left behind.
Here are 9 tips for global E-commerce success:
Going global with your E-commerce venture isn’t just a matter of integrating a currency converter into your online store. Overseas markets vary enormously to such an extent that selling a particular product for £50 in the UK might be considered thoroughly overpriced in another country. In order to appeal to increasingly price-conscious consumers around the world, you’ll need to have a thorough understanding of the local market of the country you’re targeting, know how that our web agency has. More complicated still is the fact you’ll need to adapt your approach for each individual marketplace, since there’s no scope for a one-size-fits-all approach.
Localized Payment Options
Not every country favours the same payment platforms, and expecting your customers to pay using methods they’re not used to will quickly turn them away. Although global payment systems such as PayPal are extremely widespread and known much of the world over, some countries prefer other platforms, such as Paymate in Australia and New Zealand, Paylane in Poland or wire transfers in Germany. For each of your localized E-commerce portals, you’ll need to provide the local payment methods that people in that country are accustomed to. The more options you offer, the more local consumers will be likely to buy from you.
Localized Domains and Websites
To make a serious impact in a local market, you’ll need to localize every aspect of your website, and this effectively means maintaining a separate website for each major market you intend to target. Amazon, for example, has become the largest online retailer in various countries, with each major market having its own localized domain and website content. Penetrating a non-English-speaking market presents an even greater challenge, since you’ll need to have your entire website, including all product descriptions, professionally translated. You won’t get very far simply by relying on integrating Google Translate!
If you’ve ever tried to make a purchase from a foreign website only to find the address form is asking for details that don’t exist in your country, then you know how frustrating a lack of localized forms can be. Many online stores validate their form fields based on content character limits and characters themselves. Perhaps most common is the fact that many US websites ask for a ZIP code without taking into account the fact that many countries don’t use them or have something similar but formatted in a different way. Finally, you’ll also need to allow your customers to type in their own language, complete with diacritics and any other local letter variations.
Apart from international holidays, each country has local holidays. For your E-commerce success take note of when local holidays are and plan a specific strategy (Email, Social Media, SEO and Search Advertising) for taking advantage of holiday season to increase local visitors and shoppers on your E-commerce.
Segment Your Audience
Every business, unless it has a very specific reach, should segment its target audience, and this is doubly important in the case of global E-commerce. As such, the entirety of your digital marketing strategy should be segmented to appeal to local audiences. Content will need to be grouped and curated by language and country, and you’ll also need to take local laws and sensitivities into account. Likewise, there’s no point in promoting local events to a global audience. Similarly, there’s little point in investing huge amounts of time and money into localized Facebook marketing in a country where it is not the dominant social network, such as Russia.
Clear International Shipping
Searching shipping costs before purchasing a product on an E-commerce can be very hard in your own language. According to an internet research, 38% shopper are abandoning the transaction on Ecommerce store, due to issues related to shipping or handling. Provide international shipping options and show clearly how much will it costs before your shopper decide to abandon your E-commerce and decide to purchase on another online shop that is more clear and transparent.
Localize Your SEO activity
Like the content, also the SEO activity for your E-commerce will need to be grouped and curated from a SEO agency or SEO consultant that are possibly native language speaking professionals that have a thorough understanding of the local market of the country you’re targeting and the way on how the local clients search after your products.
Localize Your AdWords Campaigns
Google AdWords, Bing Ads, Yandex.Direct PPC or Baidu Advertising can be very painful and waste of Budget if your E-commerce search advertising campaign is not Setup and Managed properly from an international web agency with a team of native language speaking professionals.
Slow and careful steps are essential when it comes to actively trying to appeal to an international audience, even if your business already has some customers from abroad. Many online businesses take their first global steps by expanding into other English-speaking markets, which can be a great place to start without having to worry about the language barrier. However, it is important to realize that the entire e-commerce experience is different from one country to the next. There is still no such thing as a truly unified global e-commerce platform that takes into account different currencies, payment platforms, delivery services and localized content.