{"id":1172,"date":"2016-09-15T00:00:00","date_gmt":"2016-09-15T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1172"},"modified":"2023-09-25T11:17:37","modified_gmt":"2023-09-25T15:17:37","slug":"crawl-walk-run-a-how-to-for-global-online-expansion","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/crawl-walk-run-a-how-to-for-global-online-expansion\/","title":{"rendered":"Crawl, Walk, Run: A How-To for Global Online Expansion"},"template":"","blog_categories":[5,15],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1172","blog","type-blog","status-publish","hentry","blog_categories-international-business-strategies","blog_categories-website-translation"],"acf":{"blog_short_description":"Entering new online markets is rarely a \u2018slam dunk.\u2019 Discover a winning method for achieving international success.","news_inline_styles":"","blog_video_id":"","article_body":"

Companies that are hungry to engage new online markets can often overthink their expansion plans\u2014and short-circuit their chances for success in the process.<\/p>\n

We\u2019ve sometimes found that brands want to invest an inordinate amount of effort and resources in an \u201call in\u201d approach to launching translated websites to serve new international customers. Keen to master the market long before entering it, this approach usually results in a pricey pursuit of a \u201cperfect\u201d on-site experience.<\/p>\n

This approach makes a kind of sense, particularly for brands that are accustomed to having authoritative knowledge and a commanding position in their home markets. But there are several risks to this aggressive online expansion approach, particularly its costly nature\u2014and the fact that, as many executives and managers know, there\u2019s no such thing as a \u201cperfect\u201d shopping experience when a website debuts (no matter what market it might be serving).<\/p>\n

These mismanaged expectations often lead to misjudgments about a global market\u2019s viability, which can lead to abandoning the market too hastily\u2014long before its global wesbite had a chance to prove profitable.<\/p>\n

It takes time and patience to establish a brand in a new market.<\/p>\n

Indeed, a more incremental, profits-driven approach is the smart play when expanding online. With this approach, a company\u2019s ultimate goal remains to be successful in-market \u2026 but it embraces a methodology of iteration and investment (such as in-market digital marketing or localized PPC) only as quickly as in-market results will justify.<\/b><\/p>\n

Put another way: Investment is certainly necessary to get the ball rolling in a new market. But key investments are better made once your brand has had the time to establish a presence, identify authentic in-market messaging opportunities, adapt to the market\u2019s unique conditions, and recalibrate your business case with actual results.<\/p>\n

We call this profit-driven approach the \u201cCrawl, Walk, Run\u201d method of engaging new markets.<\/p>\n

Step 1: Crawl<\/h2>\n

MotionPoint has more than 15 years of experience helping companies expand into new online markets. We invented or pioneered most of the best practices our industry regularly uses today. Our experience suggests that before brands invest in optimizing the traffic and conversion on their global sites\u2014or perhaps even investing in a translated global site at all\u2014they should start slow and determine their capability to complete far simpler tasks, such as fulfilling orders to customers in these markets. In the early days serving a new market, companies can lean on third-party logistics solutions to handle distribution and fulfillment. These solutions can accommodate warehousing and shipping from overseas markets, or can handle international shipping from U.S.-based businesses.<\/p>\n

In-market order fulfillment is a must-have to properly serve new customers, regardless of where they live. One of our clients, ASOS, has mastered fulfillment in ways that make it an industry leader<\/a>\u2014and keeps its global customers coming back.<\/p>\n

Displaying prices in a market\u2019s local currency is also critical, as is providing a crystal-clear landed cost. This is the total price of the product once it has been delivered. It includes \u201cthe original price of the product, all transportation fees (both inland and ocean), customs, duties, taxes, insurance, currency conversion, crating, handling and payment fees,\u201d states a Pitney Bowes blog post<\/a>.<\/p>\n

Once an expanding company can accommodate these must-haves, it\u2019s ready to embrace more robust strategies to boost awareness and sales in their new global markets.<\/p>\n

Step #2: Walk<\/h2>\n

Here\u2019s where things get interesting. The \u201cwalk\u201d phase of a company\u2019s new-market engagement includes such powerful approaches as:<\/p>\n

Translating Online Content<\/h3>\n

Exchanging ideas and information in a common language is the most resonant way to build consumer trust in global markets. It also greatly reduces friction and streamlines the transactional experience.<\/p>\n

Take one of our travel clients, which now serves the Chinese market with a transactional site. Simply launching a site in the market\u2019s preferred language saw immediate results: traffic surged by 73%, and conversions grew by 135%. Ninety days after we translated a retailer\u2019s site for the Italian market, the site\u2019s transaction revenue increased by 7,944%.<\/p>\n

For another retailer\u2019s site serving the U.S.-based Spanish-speaking market, transaction revenue skyrocketed an astounding 23,000% a mere 90 days after its debut. Engagement metrics also went through the roof: Spanish-speaking consumers now spend an average (and astonishing) 10 minutes on the translated site.<\/p>\n

Supporting Local Payment Types<\/h3>\n

Overseas markets often have locally-preferred payment types ranging from local bank cards to e-wallet platforms and more. Companies that fail to support these market-specific platforms often experience reduced traffic, engagement and conversion on their global sites.<\/p>\n

Customers simply won\u2019t transact on sites that don\u2019t cater to their preferred payment types. In South Korea, a company can lose up to 80% of the revenue it\u2019d otherwise generate, simply by not supporting local platforms.<\/p>\n

In contrast, sales skyrocket when companies integrate these platforms. Take one of our retail clients, which offered the popular e-wallet platform Alipay as a payment option on its Chinese site. Days after its debut, conversions grew nearly 220%. Basket size grew by 33%. Revenue grew by 210%.<\/p>\n

When another client supported the locally-preferred iDeal payment platform in the Netherlands, sales increased dramatically. The Dutch site generated 377% higher sales on iDeal than on MasterCard and Visa combined<\/i>.<\/p>\n

Other Local Solutions<\/h3>\n

This stage in your market maturity might provide a good opportunity to examine in-market support solutions such as warehouses, viability for brick-and-mortar locations, and more.<\/p>\n

Step #3: Run<\/h2>\n

We\u2019ve found that the \u201cRun\u201d stage of a company\u2019s new-market journey is where the overwhelming value of a global site really shines. No longer encumbered by implementing the mission-critical tasks of speaking the market\u2019s language or integrating preferred payment methods, companies can now optimize the user experience<\/b> for their global sites\u2014which maximizes engagement and conversions.<\/p>\n

The \u201cRun\u201d stage of global online expansion is often overlooked by businesses, mostly because they focus their attention of the obvious needs of translation and order fulfillment. But global sites require the same kind of optimizations that a company\u2019s primary-market site supports: intuitive navigation, sitemaps, on-site promotional campaigns, geo-based customize content and more.<\/p>\n

These technologies and tactics can help foreign companies gain a competitive edge in local markets:<\/p>\n

EasyLink\u00ae Management<\/h3>\n

MotionPoint\u2019s EasyLink Management technology welcomes first-time visitors in the language they are most likely to speak. It also anticipates visitors\u2019 other preferences, including appropriate country of residence and currency. It remembers these preferences on return visits, too. EasyLink often increases traffic to local websites by over 80%, and increases conversion rate by 16%.<\/p>\n

On-Site Search Management<\/h3>\n

This technology improves a customer\u2019s experience\u2014and increases a global site\u2019s conversion\u2014by providing on-site search functionality in their preferred language. This gets customers to the products and information more quickly, which reduces bounce rates, and boosts conversions.<\/p>\n

Global Sitemap Management<\/h3>\n

When international customers search on their local search engines, Global Sitemap Management ensures the right version of a brand\u2019s global website appears in those results. It also preserves brand equity by presenting those translated pages with the same high relevance and rank of a company\u2019s primary-market site.<\/p>\n

Other Customizations<\/h3>\n

Companies can also greatly benefit from optimizing their product selections in specific markets during specific times of the year. There are great disparities in summer temperatures, for instance, between the northern and southern hemispheres. Even countries within the same continent<\/a> have cultural nuances and product preferences that should be catered to, whenever possible.<\/p>\n

Further, global sites should leverage localizations<\/i>\u2014customized website elements with highly relevant market-specific offers or verbiage\u2014whenever possible to increase conversion rates and other key user behaviors. Localized Conversion Rate Optimization campaigns should also be embraced.<\/p>\n

Wrapping Up<\/h2>\n

Entering a new global market online is rarely a \u201cslam dunk\u201d for expanding companies. Establishing brand awareness and trust\u2014and then maximizing traffic and on-site conversions\u2014takes time. It\u2019s a methodical process. However, MotionPoint\u2019s technologies and expertise can really increase a new brand\u2019s visibility in local markets.<\/p>\n

Does your company need insights on how to Crawl, Walk and Run in new markets? Contact us<\/a> to learn how we can help you expand quickly and cost-effectively \u2026 and then provide a methodology to help you achieve sustained success.<\/p>\n","article_body_code":"","news_image":{"ID":11724,"id":11724,"title":"Hero_Crawl-Walk-Run-100.jpg","filename":"Hero_Crawl-Walk-Run-100.jpg","filesize":46243,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_Crawl-Walk-Run-100.jpg","link":"https:\/\/www.motionpoint.com\/blog\/crawl-walk-run-a-how-to-for-global-online-expansion\/hero_crawl-walk-run-100\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_crawl-walk-run-100","status":"inherit","uploaded_to":1172,"date":"2016-09-15 00:00:00","modified":"2016-09-15 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