Building a Global Website

A key component to going global is establishing an effective website. Savvy merchants who recognize they have customers from different areas of the world have made their websites more user friendly as opposed to merchants who only sell in US dollars and only offer English language.

What’s the first step in globalizing your website? Finding out where your customers are coming from. For example, the use of IP Geo-location technology recognizes where your sales are originating as well as what currency those buyers probably want to shop in. Once you’ve made this important determination, the next step is to implement effective globalization marketing tools to appeal to those customers.

One such tool is country-specific selection. This tool offers customers the ability to choose what country is appropriate for their buying needs in the form of a map graphic, a country flag or as simple as a list of countries they can click on. Once the consumer has made their selection, website colors, graphics and language are all modified, depending on the country of origin of the customer.

Another valuable global marketing tool is a drop-down box for currency choice. Many merchants want a singular brand and don’t wish to change all their graphics. They recognize they may have customers in France who prefer to shop in Euros so they offer a drop down box that provides a list of different currencies for easy purchases.

Having the appropriate language is equally important to a successful global website. According to recent statistics, only about one-third of European consumers are willing to buy online using another language. Websites can be set up with automatic language default capabilities giving customers the ability to opt out, meaning they can choose which language they want to shop in. Some countries possess two standard languages like Canada, so it is always better to give your customers the choice.

In addition to offering country-specific tools, you also need to consider competitive factors for effective branding. When successfully hosting a global website, you must clearly establish differentiators. Researching your products to determine how well they will be received in various countries is critical to successful international sales. For example, a merchant may have a jacket that sells well in Norway but since it is easily available in Great Britain, the merchant won’t enjoy a high level of sales in that country. You need to know your international competition. You need to evaluate the value of your products to customers in certain regions by researching availability versus unavailability, price point, shipping costs, etc. As with every other aspect of selling, do your due diligence. Check consumer behavior patterns and compare them to your products. Do you offer relevance to the country of the consumer?

Universal to all online transactions are consumer buying concerns. How do you alleviate those concerns when it comes to your global website? The answer lies in effective marketing and branding. For instance, there may be a lack of trust in the supplier because you are unknown in a certain region. The solution—establish your brand through blogs, consumer review sties, press coverage and advertising. Get your name out there.

Other consumer concerns involve more complex processes such as timely delivery, transportation costs, taxes and surcharges. Problems with guarantees, maintenance and after-sales service as well as return and refund issues all can negate a positive customer experience. Even compliance to local technical and environmental standards can jeopardize your global website offering. You must have a solid infrastructure. If not, offering the most advanced globalization technologies won’t mean a thing if you can’t deliver basic customer service.