international website optimisation - brighton digital festival 2014
DESCRIPTION
Export online and increase international enquiries and sales. Find out why you should optimise your website for international trade and how to plan your international online export strategy. Event: Brighton Digital Festival 2014 Location: Brighton Date: 25 September 2014 Speaker: Sarah Carroll Company: Grow Global On behalf of: UKTITRANSCRIPT
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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The International Web Opportunity
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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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Are You Visible On The International Web?
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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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Options For An International Web Strategy
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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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
Local 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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© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll
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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
Local 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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© 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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© Licensed for use for UKTI ECR Masterclasses by 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
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Questions?
© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll