The element of perceived risk and consumer confidence is an area of online buying behaviour which is widely reported and discussed. The consumer’s perception of the risk associated with purchasing products online is a key factor in the decision of whether or not to buy a product online, or whether to buy from a certain…
How does one piece of content succeed internationally? Can you create a piece of content that’s successful and targeted at multiple markets and cultures? Or, can you only create something for a specific market? I believe that you can create one piece of content that draws an international audience, or more accurately a multi-national audience….
Understanding the way that a customer makes purchasing decisions is vital for the success of any business. If you understand how and why a target customer makes a purchase, including the type of research that they conduct during the purchase journey, you can create online content to help them make their decision and engineer a…
You or your clients want to sell products online to customers overseas. Perhaps you’re already exporting online but want to get better at it. International SEO is a digital marketing tactic that can help you reach customers overseas by getting your site ranking on different international search engines. Before delving into the topic, it’s important…
Why do you have a Tagline? The title refers to slogans, but I prefer the term tagline. We’re talking about the line of text below your logo, on your literature and website. Before deciding on whether to translate the tagline for new markets, ask yourself why you have the tagline. What purpose does it serve?…
When you decide to localise your website for an international audience, you need to decide on the site structure that will host your localised content. The structure you choose will have a major impact on search engine success with your international targets. Here are your options: Country code top level domains (ccTLD) Going down this…
A great deal has been written regarding the expectations that e-consumers have regarding delivery charges. Free delivery options have been rolled out on mass by large online retailers and small retailers have followed suit in order to remain competitive. Research conducted (with US respondents) by ComScore in December 2011 showed that 36% of consumers wouldn’t…
The term ‘website localisation’ is often used interchangeably with ‘website translation’. However, whilst translating an existing piece of content from one language to another allows you to communicate with a new audience, you can’t expect that same web page to draw an identical response from two users with different cultural backgrounds. No two cultures are…
When I’m at the initial phase of discussing project requirements with a client, I usually indicate that the images on their site might require localisation and potentially translation work. A pretty standard response to this is, “well we don’t need images translating because there’s no text.” This couldn’t be further from the truth. Many sites…
Want to improve your website’s ranking performance on Google? Before you build an understanding of the technical aspects of Search Engine Optimisation, or spend hours trying to find SEO blogs offering a magic ranking formula to crack the Google code (this doesn’t exist by the way), it’s worth trying to understand the core structure behind…
