{"id":454,"date":"2015-08-12T00:00:00","date_gmt":"2015-08-12T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=454"},"modified":"2015-08-12T00:00:00","modified_gmt":"2015-08-12T00:00:00","slug":"five-critical-ingredients-for-successfully-launching-a-global-e-commerce-si","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/five-critical-ingredients-for-successfully-launching-a-global-e-commerce-si\/","title":{"rendered":"Five Critical Ingredients for Successfully Launching a Global E-Commerce Site"},"template":"","blog_categories":[4,107],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-454","blog","type-blog","status-publish","hentry","blog_categories-e-commerce","blog_categories-translation-technology"],"acf":{"blog_short_description":"Here a few tips to consider when expanding your online business to new markets, communicating with international customers, and fulfilling their cross-border orders.","news_inline_styles":"","blog_video_id":"","article_body":"

The Internet has revolutionized international business in powerful and unexpected ways. Companies are discovering that \u201cgoing global\u201d with their e-commerce efforts makes an immediate and sustained impact<\/b> on increasing customers and profits.<\/p>\n

But for companies still on the fence about expanding their online e-commerce presence \u2013 or for companies still in their earliest days of courting global customers \u2013 the task of might feel overwhelming, or fraught with risk.<\/p>\n

Fear not. Here a few \u201cmust have\u201d survival tips to consider when expanding your online business to new markets, communicating with international customers, and fulfilling their cross-border orders.<\/p>\n

#1: Checkout and Shipping<\/h4>\n

Before taking the plunge and launching your e-commerce site in new international markets, be sure to assess your order fulfillment process. You\u2019ll need to adjust it to accommodate global customers, if needed.<\/p>\n

For instance: You\u2019ll need to provide shipping options to your new markets, so research what options are available. Take into account such factors as AOV and average order size\/weight in relation to shipping costs. Speedy shipping to far-flung regions of the world can be expensive \u2026 but cheaper methods can take ages to arrive.<\/p>\n

Also be sure to provide localized shipping address forms, customized to reflect a country\u2019s address format. Even fields for names may require customization. <\/p>\n

#2: Localized Contact Information and Support<\/h4>\n

Does your company provide customer service in the form of e-mails, phone calls or \u201ccontact us\u201d forms? If so, be prepared to provide those same customer feedback opportunities, in language, for new global markets as well. <\/p>\n

This means translating e-mail correspondence, providing customer service phone numbers in global markets (or having staff capable of taking these calls, or contacting customers, in their own language), and having \u201ccontact us\u201d forms that are appropriate for the target market.<\/p>\n

This could mean using \u201ccontact us\u201d forms that are customized for local address formats, or having forms that require input in only a bare minimum of fields.<\/p>\n

\u201cResidents in some cultures \u2013 namely some Asian cultures like Taiwan or Japan \u2013 don\u2019t like to provide too much personal information to companies,\u201d explains Victoria Bloyer, a Global Online Analyst for MotionPoint\u2019s Global Growth team. \u201cThey may find western-style \u2018contact\u2019 forms as invasive, because they usually ask for more personal information than the local norm.\u201d<\/p>\n

#3: Translation and Customer Awareness <\/h4>\n

Another \u201cmust-have\u201d is language translation. When performed by world-class professionals, your site\u2019s translated content will resonate with the target market in ways that other solutions (such as machine translation or lower-quality human vendors) simply can\u2019t. <\/p>\n

However, we\u2019ve found that in order to achieve sustained success, an international website must transcend translation. After all, once the site is in-language, your company must make sure its new customers know about it.<\/p>\n

\u201cFor instance, your site should signal to search engines that international versions of the site \u2013 in alternate languages \u2013 exist,\u201d Victoria says. \u201cThis helps search engines serve organic search results that are most relevant to the user\u2019s language preferences, and where they live.\u201d<\/p>\n

Also, the customer user experience is paramount. For instance, consider these questions:<\/p>\n

    \n
  1. Must shoppers waste time hunting high and low for an on-page \u201cswitch\u201d that will activate their translated website? This alienates users. <\/li>\n
  2. Can they instead be easily and elegantly redirected to the site that best serves them, in their country, in their preferred language? This best practice dramatically improves a site\u2019s traffic, conversion and revenue. (By as much as 157%, 17% and 300+% respectively, according to our analysis.) <\/li>\n<\/ol>\n

    Translation is certainly an art, but savvy companies (or their website translation partners) can also apply science to this process, to further boost a website\u2019s performance. Critical data-driven analysis \u2013 from A\/B tests, traffic and engagement metrics, and more \u2013 can identify ways to optimize the localized site\u2019s translations, UX, and conversion funnel.<\/p>\n

    This approach also extends to the site\u2019s SEO efforts. Prioritizing the identification and correct translation of keywords will make the site\u2019s content SEO-rich, boosting the site\u2019s rankings in regional search engines.<\/p>\n

    #4: Localized Payment Options<\/h4>\n

    While many companies (especially in the west) believe credit cards and PayPal are the lingua franca<\/i> of global e-commerce payments, there are many more payment options & platforms worldwide \u2026 and they\u2019re preferred by millions of customers. If these customers don\u2019t see their preferred payment options, they won\u2019t transact.<\/p>\n

    For instance, in many countries, bank transfers, invoices, e-wallets and cash on delivery are all preferred over credit cards. <\/p>\n

    Take Japan. Here, people largely prefer paying in cash. According to global payment management company CyberSource, half of Japanese consumers used credit cards for making online purchases, but nearly 20% prefer cash on delivery. Further, 15% prefer transfers at the bank or post office, and 11% prefer paying at convenience stores. <\/p>\n

    \u201cThese options allow Japanese shoppers to avoid the risks involved with using credit cards,\u201d Victoria says, \u201clike fraud or identity theft.\u201d<\/p>\n

    Indeed, global payment service provider Digital River recently warned<\/a> that companies that accept credit cards exclusively do so at their peril. This can reduce sales to only 20% of what they might otherwise generate, if local payment types were supported. Ouch.<\/p>\n

    Companies must also consider what forms of currency to accept, and how to handle currency conversion.<\/p>\n

    #5: Localized Sales Campaigns<\/h4>\n

    Promotional campaigns such as discounts and reduced\/free shipping absolutely contribute to an e-commerce site\u2019s success. Companies can leverage these powerful tactics for their international markets, too.<\/p>\n

    However, it\u2019s important to consider the nuances of these international cultures. <\/p>\n

    \u201cImportant days and holidays in the west are sometimes \u2018just another day\u2019 in other regions,\u201d Victoria says. \u201cResearch the market\u2019s travel holidays and gift-giving holidays \u2013 and conversely, holidays where people may do less<\/i> shopping. Strategically time your important sales with those periods.\u201d<\/p>\n

    MotionPoint launches & optimizes localized sites with these international e-commerce best practices every day. Learn more about our process<\/a>, or contact us<\/a> to discover how we can help your company achieve Global Growth, Fast.<\/i><\/p>\n","article_body_code":"","news_image":{"ID":4544,"id":4544,"title":"Hero_Ingredients-for-E-Commerce.jpg","filename":"Hero_Ingredients-for-E-Commerce.jpg","filesize":74165,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_Ingredients-for-E-Commerce.jpg","link":"https:\/\/www.motionpoint.com\/blog\/five-critical-ingredients-for-successfully-launching-a-global-e-commerce-si\/hero_ingredients-for-e-commerce\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_ingredients-for-e-commerce","status":"inherit","uploaded_to":454,"date":"2015-08-12 00:00:00","modified":"2015-08-12 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