globalecommblog

By Charles Whiteman, SVP Client Services, MotionPoint

Retailers and retail manufacturers looking for new customers -- especially if they’re based in the United States -- should look beyond their comfort zones and expand into international markets. The savviest and most affordable way to do this is with localized e-commerce websites.

But this means more than having an English website available for global consumers. In fact, English-only sites often have abysmal conversion rates in non-English speaking markets. The language barrier is real, and it’s resulting in lost sales and lost opportunities for retailers and retail manufacturers. In contrast, translated websites engage these international consumers and herald meaningful lifts in traffic, conversion and revenue.

So, which global web trends are maximizing companies’ global e-commerce sales? We examined data generated by the more than 1,000 localized websites we operate every day for global brands. Here are four noteworthy trends:

Mobile-Friendly Means More Sales

When Google made changes to its search algorithm last April to boost the ranking of mobile-friendly websites on searches made on mobile devices, it warned that companies unwilling to adopt responsive design would experience a “significant decrease in rankings in mobile search results.”

Google also announced that the update would impact mobile searches hailing from all locations, in all languages, too.

We analyzed the impact of Google’s update on 40 of our clients’ localized sites. Sure enough, companies that operated “mobile-unfriendly” websites in international markets generated far less organic traffic than before -- some by nearly 40%.

Companies that implemented our mobile-friendly recommendations saw growth in mobile impressions -- often by nearly 25%. Conversions and revenue were higher than before Google’s update, too.

The takeaway: These changes are serious stuff, particularly for international sites. Companies must ensure that traffic -- and conversion and sales -- aren’t negatively affected in global markets when such search-related changes occur.

Social Is E-Commerce Catnip

Global consumers are increasingly empowered to easily recommend products through their preferred social networks -- and it’s generating a wildfire of referral traffic to e-commerce sites.

For instance, user recommendations made on China’s most popular social networks (like WeChat and Sina Weibo) are now “the most important factor” informing a Chinese consumer’s buying decision.

Our research confirms this. Within a few months of integrating its Chinese site’s functionality with social networks WeChat, Weibo and QQ, one of our clients saw a 30% surge in referral traffic. This hailed exclusively from social networks. These users were soon delivering 10% of the site’s total revenue -- and that number is still rising.

The lesson? Leverage social networks in your global marketing and retail efforts.

One Site Can Serve Many Markets

Interesting fact: Localized websites don’t just generate traffic and sales from residents in target markets. Consumers living beyond those countries’ borders also visit and shop on those sites. This poses an opportunity to connect with even more potential shoppers, at no extra cost.

Consider a Spanish-language website for Spanish-speaking U.S. Hispanics. This translated site also attracts consumers throughout Latin America. For instance, Mexicans regularly visit U.S. e-commerce sites. U.S. Hispanics spend nearly 20% more per order online than the U.S. average -- but Mexicans spend nearly 95% more AOV than U.S. Hispanics do. That’s a powerful untapped market.

Spanish-speaking consumers in other underserved markets are also out searching the web for products. Spanish sites that follow our best practices often see 60% of their organic traffic hail from Latin American markets. AOVs from these consumers are often higher than average.

Optimization Technologies Help Win Markets

Launching translated websites in new markets certainly gets results -- but my company learned long ago that this strategy can’t deliver sustained business success.

Why? Website localization isn’t just about translation. Consider that your primary market website requires tools and teams to drive traffic and engagement to meet your business goals. Your localized sites require the same TLC.

Recent breakthroughs in the website localization industry have led to affordable optimization tools that generate more traffic, engagement and conversion for global websites. Tools now exist for:

·      Intelligent on-site language preference detection to boost traffic;

·      Translated on-site search to increase engagement;

·      URL localization and optimization to generate more organic traffic; and

·      On-site localized promotions to create authentic shopping experiences for local customers.

As you explore your options and website globalization providers, consider the effort and resources your company currently invests in finding new website visitors for its primary market English site. You’ll want a website translation partner that has the same success-boosting tools for your global websites.

Collaborating with the right partner can accelerate your time to market -- and your timeline to ROI.

 

Charles Whiteman is senior vice president of client services at MotionPoint Corporation, the world’s #1 enterprise localization platform. He may be reached at cwhiteman@motionpoint.com. MotionPoint is headquartered in Coconut Creek, Fla. 

Natalie Knabach 0 0 2016-03-08T20:55:00Z 2016-03-09T20:20:00Z 1 852 4858 40 11 5699 14.0 Normal 0 false false false EN-US JA X-NONE

By Charles Whiteman
SVP Client Services, MotionPoint

 

Retailers and retail manufacturers looking for new customers—especially if they’re based in the U.S.—should look beyond their comfort zones and expand into international markets. The savviest and most affordable way to do this is with localized e-commerce websites.

But this means more than having an English website available for global consumers. In fact, English-only sites often have abysmal conversion rates in non-English speaking markets. The language barrier is real, and it’s resulting in lost sales and lots opportunities for retailers and retail manufacturers.

In contrast, translated websites engage these international consumers, and herald meaningful lifts in traffic, conversion and revenue.

So, which global web trends are maximizing companies’ global e-commerce sales? We examined data generated by the more than 1,000 localized websites we operate every day for global brands. Here are four noteworthy trends:

Mobile-Friendly Means More Sales

When Google made changes to its search algorithm last April to boost the ranking of mobile-friendly websites on searches made on mobile devices, it warned that companies unwilling to adopt responsive design would experience a “significant decrease in rankings in mobile search results.”

Google also announced that the update would impact mobile searches hailing from all locations, in all languages, too.

We analyzed the impact of Google’s update on 40 of our clients’ localized sites. Sure enough, companies that operated “mobile-unfriendly” websites in international markets generated far less organic traffic than before—some by nearly 40%.

Companies that implemented our mobile-friendly recommendations saw growth in mobile impressions—often by nearly 25%. Conversions and revenue were higher than before Google’s update, too.

The takeaway: These changes are serious stuff, particularly for international sites. Companies must ensure that traffic—and conversion and sales—aren’t negatively affected in global markets when such search-related changes occur.

Social Is E-Commerce Catnip

Global consumers are increasingly empowered to easily recommend products through their preferred social networks—and it’s generating a wildfire of referral traffic to e-commerce sites.

For instance, user recommendations made on China’s most popular social networks (like WeChat and Sina Weibo) are now “the most important factor” informing a Chinese consumer’s buying decision.

Our research confirms this. Within a few months of integrating its Chinese site’s functionality with social networks WeChat, Weibo and QQ, one of our clients saw a 30% surge in referral traffic. This hailed exclusively from social networks. These users were soon delivering 10% of the site’s total revenue—and that number is still rising.

The lesson? Leverage social networks in your global marketing and retail efforts.

One Site Can Serve Many Markets

Interesting fact: Localized websites don’t just generate traffic and sales from residents in target markets. Consumers living beyond those countries’ borders also visit and shop on those sites. This poses an opportunity to connect with even more potential shoppers, at no extra cost.

Consider a Spanish-language website for Spanish-speaking U.S. Hispanics. This translated site also attracts consumers throughout Latin America. For instance, Mexicans regularly visit U.S. e-commerce sites. U.S. Hispanics spend nearly 20% more per order online than the U.S. average—but Mexicans spend nearly 95% more AOV than U.S. Hispanics do. That’s a powerful untapped market.

Spanish-speaking consumers in other underserved markets are also out searching the web for products. Spanish sites that follow our best practices often see 60% of their organic traffic hail from Latin American markets. AOVs from these consumers are often higher than average.

Optimization Technologies Help Win Markets

Launching translated websites in new markets certainly gets results—but my company learned long ago that this strategy can’t deliver sustained business success.

Why? Website localization isn’t just about translation. Consider that your primary-market website requires tools and teams to drive traffic and engagement to meet your business goals. Your localized sites require the same TLC.

Recent breakthroughs in the website localization industry have led to affordable optimization tools that generate more traffic, engagement and conversion for global websites. Tools now exist for:

·      Intelligent on-site language preference detection, to boost traffic

·      Translated on-site search, to increase engagement

·      URL localization and optimization, to generate more organic traffic

·      On-site localized promotions, to create authentic shopping experiences for local customers

As you explore your options and website globalization providers, consider the effort and resources your company currently invests in finding new website visitors for its primary-market English site. You’ll want a website translation partner that has the same success-boosting tools for your global websites.

Collaborating with the right partner can accelerate your time to market—and your timeline to ROI.

 

Charles Whiteman is senior vice president of client services at MotionPoint Corporation, the world’s #1 enterprise localization platform. He may be reached at cwhiteman@motionpoint.com. MotionPoint is headquartered in Coconut Creek, Fla.

 

 

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  • NEW YORK, Sept. 30, 2020 (GLOBE NEWSWIRE) -- Bragar Eagel & Squire, P.C., a nationally recognized shareholder rights law firm, reminds investors that class actions have been commenced on behalf of stockholders of Nikola Corporation (NASDAQ: NKLA), Nano-X Imaging Ltd. (NASDAQ: NNOX), GoHealth, Inc. (NASDAQ: GOCO), and Wrap Technologies, Inc. (NASDAQ: WRTC). Stockholders have until the deadlines below to petition the court to serve as lead plaintiff. Additional information about each case can be found at the link provided.

  • OXNARD, Calif., Sept. 30, 2020 (GLOBE NEWSWIRE) -- Mission Produce, Inc. (“Mission” or the “Company”) today announced the pricing of its initial public offering of 8,000,000 shares of its common stock, consisting of 6,250,000 shares being offered by the Company and 1,750,000 shares being offered by certain selling stockholders, at a price to the public of $12.00 per share. In addition, the underwriters have been granted a 30-day option to purchase up to an additional 1,200,000 shares of common stock from the Company. The shares are expected to begin trading on the NASDAQ Global Select Market on October 1, 2020, under the symbol “AVO.” The closing of the offering is expected to occur on October 5, 2020, subject to the satisfaction of customary closing conditions.

  • Southfield, Michigan, Sept. 30, 2020 (GLOBE NEWSWIRE) -- Sun Communities, Inc. (NYSE:SUI) (the “Company”), a real estate investment trust (“REIT”) that owns and operates or has an interest in manufactured housing and recreational vehicle communities, today announced the pricing of an underwritten public offering of 8,000,000 shares of its common stock at a public offering price of $139.50 per share in connection with the forward sale agreement described below. As part of the offering, the Company granted the underwriters a 30-day option to purchase up to an additional 1,200,000 shares of its common stock. The offering was upsized from 5,600,000 shares to 8,000,000 shares. The offering is expected to close on Monday, October 5, 2020, subject to customary closing conditions.

  • SCOTTSDALE, Ariz., Sept. 30, 2020 (GLOBE NEWSWIRE) -- Meritage Homes Corporation (NYSE: MTH), a leading U.S. homebuilder, plans to release the Company's third quarter 2020 results on Wednesday, October 21, 2020 after the market closes. Management will host a conference call to discuss the results at 8:00 a.m. Arizona Time (11:00 a.m. Eastern Time) on Thursday, October 22. The call will be webcast with an accompanying slideshow, both available on the "Investor Relations" page of the Company's web site at http://investors.meritagehomes.com.

  • NEW YORK, Sept. 30, 2020 (GLOBE NEWSWIRE) -- Pomerantz LLP announces that a class action lawsuit has been filed against Nano-X Imaging Ltd. (“Nano-X” or the “Company”) (NASDAQ: NNOX) and certain of its officers. The class action, filed in United States District Court for the Eastern District of New York, and docketed under 20-cv-04528, is on behalf of a class consisting of all persons other than Defendants who purchased or otherwise, acquired Nano-X securities between August 21, 2020 and September 15, 2020, both dates inclusive (the “Class Period”). Plaintiff seeks to recover compensable damages caused by Defendants’ violations of the federal securities laws under the Securities Exchange Act of 1934 (the “Exchange Act”).

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