Taking your website global 10 23-2013

Taking Your Website

Global

October 23, 2013

Welcome!

www.topfloortech.com @topfloortech @shanemfell

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


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 BaumannDirector 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

Your Website is at the Core

Print Advertising

Tradeshows

Public Relations

(online & offline)

Search Engine

Marketing

Social Media

Direct Sales

Direct Marketing

(online & offline)

Promotions and

Campaigns


Setting Goals – start at the top

Drive more qualified

users to your Website

Two things you can do to improve the results of your Website

Convert a higher % of users

into opportunities

21


Website Success Formula

Website

visits

Conversion

% = Results(leads, sales)


*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug

Definition of Usability

Usability • making sure that something works well: thata person of average (or even below average) abilityand experience can use the thing – whether it’s a website, a fighter jet, or a revolving door – for its intendedpurpose without getting hopelessly frustrated.*


Before


After


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

Source: ComScore

Google66%

Yahoo14%

Microsoft15%

Ask3%

AOL2%


U.S. B2B Preferred Search Engines

Source: Enquiro Business to Business Survey

Google77%

Yahoo14%

Microsoft7%

Others2%


Search Engine Optimization (SEO)

Over 80% of activity on the first results page (top 10 results)

Keys to success: Keyword

analysis

Contentdevelopment

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


OptimizedPress Releases

Articles and CaseStudies

Social Media

Email /Newsletters

Effective Landing Pages

KEYWORDTARGETS

Newsworthy / Relevant

Information

CONTENT DEPLOYMENT

Blog Posts& WebsiteUpdates

Develop A Winning

Content Strategy


Google Analytics


Key Performance Indicators

• Visits

• Total Goals

• Goal Conversion Rate

• Bounce Rate

• Traffic Sources

• Keywords


% Change

Contact Us + 20.00%

Quick Question + 33.33%

RFQ + 21.88%

0

5

10

15

20

25

30

35

40

45

Contact Us Quick Question

RFQ

Current

Previous

TOTAL COMPLETED GOALS



Projected 2014 E-Commerce Spending

by Region ($ billions)

202.8

166.6

93.2

27

4.9

3

0 50 100 150 200 250

North America

Western Europe

Asia-Pacific

Eastern Europe & Rusia

Australia

Africa & Middle East

Source: translations.com


Online Consumers Have Spoken

72.4%say they are more

likely to buy from

sites in their native

language.

56.2%say that information

in their language is

more important than

price when making

buying decisions.

72.1%spend most or all of

their time on sites in

their preferred

language.

Source: translations.com


• 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.Source: translations.com

Global Web Presence Matters


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.


• 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.

Signs From Around the World


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

Source: NETMARKETSHARE

Google81%

Yahoo7%

Baidu6%

Bing4%

Other2%


Google’s Global Domains

.ca Canada

.de Germany

.jp Japan

.fr France

.au Australia

.ruRussian

Federation

.ch Switzerland

.it Italy

.nl Netherlands

.se Sweden

.no Norway

.es 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!


Improving Your

Website's User

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

Hyatt on Main

Green Bay, WI

Upcoming Top Floor

Educational Seminars

www.topfloortech.com/seminars

for details or to register

Pandas, Penguins, and

HummingbirdsGoogle’s rapid transformation of

search

November 21, 2013 – 1:00 to 3:30 PM

Top Floor Technologies

New Berlin, WI

Technology

Taking your website global 10 23-2013