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Transcript of Website Globalization Session 5: Approaching the Market Session 5: Approaching the Market Session...
Website GlobalizationWebsite Globalization
Session 5: Approaching the Market Session 5:
Approaching the MarketSession 10a: Website Design
for a Global MarketplaceSession 3
Session 5: Approaching the Market
Session 5:Approaching the Market
Session 3:
Global Market Research
1
Dimitris Kloussiadis & Bob ErwinUniversity of Georgia, SBDC International Trade Center
Session 4: Costing & PricingSession 5:
Approaching the Market
This Export-U webinar has been prepared by the U.S. Export Assistance Center - Atlanta, in cooperation with the University of Georgia and its SBDC International Trade Center
Website Design for the Global marketplace
Website Globalization
Web Stats
Website Globalization
Asia and Europe already have more
web users than the U.S.
Regional Web Users*Millions of Users
Website Globalization
Every region has much greater undeveloped
potential than the U.S.
Web Penetration*% of Users
Website Globalization
Overview
If you have a website, you already have global exposure…
Companies that want to capitalize on the extraordinary opportunities the web offers need to adapt to the international marketplace, a concept
known as…
…whether you want it or not!
Website Globalization
Website Globalization
Website GlobalizationA comprehensive strategy that fuses globalization
best practices with your specific branding and technology needs
Phased approach Simple enhancements Internationalization Localization
Translating your websiteProactive PromotionInternational eCommerce
Website Globalization
Contact UsDon’t use [email protected]
International Sales – [email protected]
Better yet…create a separate page for International SalesProvide direct dial phone numbers in addition to domestic toll-free numberMake a note that domestic toll-free number functions only within the U.S.Use International Dial Code Format: +1(619)888-4567
Links that auto-open email often won’t work
Best practice – both online form and email option
Website GlobalizationWebsite Globalization
Could probably omit
Contact Us
Website Globalization
International Formats and Standards
Hiro Watanabe Trudi HechtC-207 1-19-25 Oude Gracht 621Ikki-Machi 1381 X2 WeespAizu-Wakatsu City The NetherlandsFukushima 765Japan
Address formats differ globally:Free text for postal codes – at least 12 digits
• Some countries don’t use, many combine letters and numbers
Allow for longer linesAllow for multiple last names & titlesAllow for any number of digits in phone numbersAlways include country and city field
Website Globalization
Spell out dates to avoid confusion
U.S. convention is different than most other countries:
8/3/01 - Is this March or August?
Use: August 8, 2001
International Formats and Standards
Website GlobalizationWebsite Globalization
Growth in many other languages is booming
Translating Your SiteTranslating Your Site
Is English Enough?
Website Globalization
Better not to translate
than to do it poorly
English still language of
intl. business…for now
Not a simple process to
comprehensively translate
a website
Number 1 RecommendationEngage professionals that employ native speakers
of the target language!!!
Translating Your Site
Website Globalization
Can Impact website design – Text expansion/shrinkage
Translated English 30-40% larger in some European languages, 30-50% smaller in Asian languages
The word “speed” in German = Geschwindigkeit
The word “speed”in Chinese = 馳
Translating Your Site
Translating Your Website
Website Globalization
“¿Cuánto?” means “How much?”
Avoid Machine Translators
In Spanish, “Como” means “How.”In Spanish, “Mucho” means “Much.”
“¿Como mucho?” does not mean “How much?” ---
BUT……
Translating Your Site
It means, “I eat a lot.”
Website GlobalizationWebsite Globalization
Need to be ready to do business in the language…
Translating Your Site
Website GlobalizationWebsite Globalization
http://translate.google.com/translate_tools
Translating Your Site
Website GlobalizationWebsite Globalization
Start small – Consider translated introduction page
No need to translate entire site immediately…
Translating Your Site
(Your Chinese intro page submitted to Google™ China)
Website GlobalizationWebsite Globalization
Where’s the link to English?
Translating Your Site
Website GlobalizationWebsite Globalization
Much clearer link to translated content…
Translating Your Site
Website GlobalizationWebsite Globalization
Be careful with dropdownsWhy isn’t Japan
translated?Best practice
Translating Your Site
Website GlobalizationWebsite Globalization
Proactive Website Promotion
Session 5: Approaching the Market Session 5:
Approaching the MarketSession 10a: Website Design
for a Global MarketplaceSession 3
Session 5: Approaching the Market
Session 5:Approaching the Market
Session 3:
Global Market Research
21
Dimitris Kloussiadis & Bob ErwinUniversity of Georgia, SBDC International Trade Center
Session 4: Costing & PricingSession 5:
Approaching the MarketWebsite Design for the Global Marketplace
Promotion, Internationalization, and Localization
Website Globalization
Search Engine Usage in Asia
Website Globalization
Search Engine Usage in Russia
Website Globalization
Search Engine Usage in Europe
Website Globalization
Most popular search site in China
Most popular search site in S. Korea
Website Globalization
How do search engines work?
Web Crawlers/Spiders – GoogleBotScour the internet, indexing websitesLook at all sorts of things like meta tags, link-backs, keyword frequency etc.
CONTENT IS KING!!!!
Goal is to get your site to show up as high in the rankings as possibleTo optimize your ranking, recommend expert guidance
Website Globalization
Google Main Google Spain
Website Globalization
Consider translated introduction page if comprehensive site translation not an
option
Content is the #1 factor in rankings
Website Globalization
Country Code Top Level Domains (ccTLD)
Country-specific domain names
www.yourcompany.fr (France)Review regulations prior to buying!
BenefitsHelps from an SEO perspectiveGood business practice if you’re targeting that specific countryProtects your brand
Website Globalization
Website Globalization
How should you handle your domain structure?
Ideal: Separate site for each target country, using ccTLD
Website localization: www.google.cn (China)
Also good: Subfolders for each country/language
Most common approach: www.cisco.com/de
Also an option: Subdomains for each country
http://france.yourcompany.comNot as SEO friendly as other two options
Website Globalization
A Spider’s Eye View of the Page
http://www.webmaster-toolkit.com/
Website Globalization
Get listed in as many sources as possible…
Link-backs are very important factor in SEO!
Website Globalization
#10 in Argentina
#1 in Brazil #10 in Mexico
#3 in China
Website Globalization
Where are your inquiries coming from?
Web-tracking software lets you see
If you don’t already have web tracking software, get it!
Website Globalization
Internationalization
Website Globalization
The process of creating a culturally neutral website, that is easy to load and navigate, and that facilitates localization
Website Globalization
Creating an internationalized site requires cultural, business and technical knowledgeInitially serves as your primary, global web siteMay be translated, but not designed for a specific target market (not Localized)Designed to facilitate localization while maintaining global website consistency
Strongly recommend engaging a professional!
Website Globalization
Best Practice!
Consistency is key!
Website Globalization
More High Level RecommendationsCarefully assess colors and images
Goal is to be culturally neutral
Make sure graphics are necessary to marketing the company and its productsIf you have multiple languages, make obvious near top of pageCritical information at top of page to limit scrolling down
Many other countries pay for the amount of time connected to the internet
Website Globalization
Website GlobalizationWebsite Globalization
Website Localization
Website GlobalizationWebsite Globalization
Engaging professionals a mustRequires specific country expertise
Process of creating or enhancing a website for a specific countryGoes beyond translation to accommodate specific aspects of a particular culture
High-context vs. Low Context, Power-distance, Individualism vs. Collectivism
Country specific translation employed (Spain vs. Mexico)
Typically follows website internationalization
Website GlobalizationWebsite Globalization
Objective: MAP Cultural Dimensions to UI Components
Website GlobalizationWebsite Globalization
Best practice!
Again, consistency is key!
Website GlobalizationWebsite Globalization
Proactive Website Promotion
Session 5: Approaching the Market
Session 5:Approaching the Market
Session 10a: Website Design for a Global MarketplaceSession 3
Session 5: Approaching the Market
Session 5:Approaching the Market
Session 3:
Global Market Research
46
Dimitris Kloussiadis & Bob ErwinUniversity of Georgia, SBDC International Trade Center
Session 4: Costing & PricingSession 5:
Approaching the MarketWebsite Design for the Global Marketplace
International eCommerce
Website Globalization
Information Delivery SitesMost websites, particularly B2B
Three Types of eCommerce Sites….
eMarketplacesMarket-makers that bring buyers and sellers together
Transactional SitesElectronic storefronts – full “end-to-end” transactions
Website GlobalizationWebsite Globalization
Enhancing Information Delivery SitesCurrency Converter
Website GlobalizationWebsite Globalization
Enhancing Information Delivery SitesDetailed Quote Form
Website GlobalizationWebsite Globalization
Enhancing Information Delivery SitesShopping Cart…without online checkout
Website GlobalizationWebsite Globalization
Many shopping cart options support foreign currency, taxes etc.
Website GlobalizationWebsite Globalization
Leverage Existing Online eMarketplaces
Website Globalization
Payment Mechanisms
Credit CardsNot common in all countriesNeed to be cautious of chargebacks
Person-to-Person transfersPayPal, Google Checkout, WesternUnionGreat option, but may limit sales volume
PayPal = $10,000 per transaction
Traditional approachesWire transfer, letter of credit, etc.
Website GlobalizationWebsite Globalization
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