International Website Optimisation - Brighton Digital Festival 2014

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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll

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Brighton Digital FestivalWebsite Optimisation for International

TradeSarah Carroll – 25 September 2014

@growglobal @ukti_londonse @brightondigital #exportonline #bdf14


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Objectives

• Make your website visible internationally

• Attract more international website visitors

• Convert international visitors into sales

Increase global revenue


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The International Web Opportunity


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Billions of people in the world

• 5 billion = 1987

• 6 billion = 1999

• 7 billion = 2012

• 8 billion = 2026

• 9 billion = 2042

Source: US Census Bureau - http://www.census.gov/population/international/data/worldpop/table_population.php (projected figures)


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From many different countries

Argentina – Australia – Austria – Belgium – Brazil –

Canada – China – France – Germany – India – Indonesia –

Italy – Japan – Mexico – Netherlands – Norway –

Poland – Russia – Saudi Arabia – South Africa – South

Korea – Spain – Sweden – Switzerland – Taiwan –

Thailand – Turkey – United Arab Emirates – United

Kingdom – USA

7 billion people in the world

Source: Top countries by GDP (Wikipedia, IMF)


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The world is on the web

Internet users in the world by region

48

22

19

101

AsiaAmericasEuropeAfricaOceania

1.3 billion internet

users in Asia

Source: Internet Live Stats www.internetlivestats.com/internet-users/#byregion

Estimated internet users are 2,925,249,355 by 1 July 2014

ASIA

OCEANIAAFRICA

EUROPE

AMERICAS


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… in many different countries

Rank Country Internet users (millions)

1 China 642

2 United States 280

3 India 243

4 Japan 109

5 Brazil 108

6 Russia 84

7 Germany 72

8 Nigeria 67

9 United Kingdom 57

10 France 55

List of Top 10 countries by internet usage – July 2014 estimate

Source: www.internetlivestats.com/internet-users/#byregion


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It’s not just in English

Top 10 languages of internet users

Source: Internet World Stats www.internetworldstats.com/stats7.htm

Estimated Total internet users are 2,099,926,965 on 31 May 2011 Copyright © 2000-2012 Miniwatts Marketing Group

Korean

Russian

French

Arabic

German

Portuguese

Japanese

Spanish

Chinese

English

0 50 100 150 200 250 300 350 400 450 500 550 600 650 700

39

60

60

65

75

83

99

165

510

565

Millions of Users

Chinese internet users

to overtake English language

users by 2015


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Why internationalise?

70% of online search enquiries

are not in English (source: Oban Multilingual)

Customers are four times more

likely to buy from a website in

their own language (source: IDC)

Visitors stay twice as long if a website is in

their own language (source: Forrester Research)

90% of European internet users

visit websites in their own language

(source: EU EuroBarometer)

Web-savvy SMEs brought in twice

as much revenue through exports than those using internet sparingly

(source: McKinsey SME survey)

Cross-border onlinetrade will increase sevenfold by 2020

(source: OC&C & Google)


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Are You Visible On The International Web?

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Search is global

“Every day

Google answers more than one billion questions

from people around the globe

in 181 countries and 146 languages”

(source: www.google.com)


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Take the opportunity

“Don’t just focus on

1 country and 1 language.

Adapt your website and

optimise it for international trade”

(source: www.growglobal.com)


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Options For An International Web Strategy


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The international web journey

Get it right in English

Translate & localiseGive a global impression

Local country domains

Optimise in EnglishOptimise for other languages &

countries

UK website

in English

International website in English

Country pages

on .comLocal

country domains


Agent & distributor websitesLocal

country domain

s

Language

pages on .com

Country pages

on .com

Distributor &

stockists website

Online marketpla

ce

Social media

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global messages

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internationalsection

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one country-specific

page

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one language-specific

page

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localcountry

domains: France

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localcountry

domains: Germany

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localcountry

domains: UK

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localcountry

domains: Ireland

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localcountry

domains: Germany


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The international web journey

Get it right in English

Translate & localiseGive a global impression


Optimise in EnglishOptimise for other languages &

countries

UK website

in English

International website in English

Country pages

on .comLocal

country domains


Agent & distributor websitesLocal

country domain

s

Language

pages on .com

Country pages

on .com

Distributor &

stockists website

Online marketpla

ce

Social media

© 2014 Grow Global Limited www.growglobal.com Sarah Carroll

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Top international online marketplaces

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Top international social networking sites

© Grow Global Limited www.growglobal.com Sarah Carroll


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Next steps

Contact Sarah on 07711 132179 or [email protected] Apply for an Export Communications Review at www.gov.uk/export-communications-review

Take the first step to going international on the web today

Join a UKTI Web Optimisation for International Trade or UKTI E-commerce for International Trade Masterclass at www.growglobal.com/events

Join the new UKTI Passport to Export for E-Commerce programmewww.gov.uk/ukti

mailto:[email protected]

http://www.ukti.org.uk/ecr

http://www.growglobal.com/events

http://www.gov.uk/ukti

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Questions?


Business

International Website Optimisation - Brighton Digital Festival 2014