3 things to think about when reaching new markets in eCommerce
Try these three takeaways to help you achieve ‘best practice’ in new eCommerce markets
Let’s whisper this, but bricks and mortar shops do have one advantage over eCommerce sites – you, the customer, know exactly where to find them. Sounds obvious, but when we walk past a shop we think, ‘That looks good, I’ll go in there during lunch/after work.’ Mental availability.
1) Localising content can improve your SEO online and offline
It seems so obvious but online retailers have to fight to get noticed because they don’t get that daily recognition.
SOS for your SEO
We all know that a good SEO ranking helps visitors get to your site. A survey by BrightEdge found that organic searches drive 40% of all visitors to retail websites. So how are your customers going to find you?
eCommerce sites rely heavily on the success of their website and a good SEO score helps improve the position your website appears in organic search results returned by sites such as Google.
US$85 billion in sales
Professional localisation services glue together two important pieces when it comes to SEO. They will translate your content accurately – making sure all your key points are translated but, they’ll do it so expertly, with human translators, that your keyword rich content is just as effective in a second language as it is in English.
Now, imagine you have cracking SEO in the USA and a well-translated French website to market to. That’s 56 million potentially new customers and lead generation opportunities across the Atlantic. Now head to Latin America and apply what you’ve learnt in France and use Spanish to tap into the US$85 billion eCommerce market.
2) Set a budget that suits your needs
Start small. There’s a bit of trial and error involved when it comes to budgeting for a website translation. The great thing about translating your eCommerce website is that you don’t have to translate everything at once. You might need only certain parts to test whether your idea of translating works.
There are plugins which let you translate only the parts you want. You’re the customer. Tell your provider what you do and don’t need. The main advantage is that when you’re ready to go live in a new region, your website will be ready to go live. Just imagine launching to a new market the same minute you switch out your website to a new language? Amazing.
3) Use a plugin with a validation check
Validation is an important step in the translation process. If you already have an in-house reviewer, they’ll be constantly checking translations to ensure they’re accurate. This traditionally takes time, but there are validation platforms that connect directly into the translation process. These capture all your reviewer feedback and alert your translation provider to the changes that need to be made.
By Ben Whittacker-Cook
Ben works in the Straker Marketing department and eats way too much pizza.
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