Conversion optimisation

For every digital marketeer Conversion Rate Optimisation (CRO) is an important tool in his or her toolbox. Making changes to your website and your campaigns driven by insights of your marketing data to optimize revenue and growth.

One country at a time

CRO is based on customer behaviour. Copying and pasting one great result with CRO from one country into another country, might result in a complete disaster. When you are in international business, you always should be aware of the cultural differences which affect online behaviour. This varies in all countries. Trust is the most important factor in conversion rate optimisation. When people do not trust you, they will not buy from you. But trust factors differ in every culture. Based on the way people are avoiding uncertainty, they might trust you more or less easily. Other factors such as the way people take decisions ( in a group, or individually) and their attitude towards indulgence ( do they invest long term or go for the treat in the moment), are also drivers of conversion rate optimisation you will have to consider.

Source: Hofstede- Insights,

Building up trust starts with the right look & feel and your texts. Speaking the language of your customers builds up trust much easier than in any foreign language. Contexts based on the local flavour helps visitors come to trust you. You need to start from the very beginning in every country you are targeting. Based on your country specific qualitative and quantitative data, you will have to make new hypotheses, and make adjustments based on the underlying culture. Your conversion optimisation probably looks different in every country.

Base CRO on qualitative and quantitative data

If you really want to understand your customers in a new country, you cannot rely solely on quantitative data. Gathering this data is quite easy using Google Analytics, Snoobi Analytics, Adobe Analytics or Yandex Metrica. Quantitative data provides you answers to the “What is going on?” questions. Doing surveys, and usability tests are a good way to get your hands on qualitative data. This is a way to find answers on the “Why? of your conversion rates.

Connect with real people

The best conversion Rate optimisation starts with talking to real people. But also remember not everyone is thinking the same thing, and triggered by the same message. The best thing is to talk with real customers. The people who bought from you and people who did not become customers. You’ll probably learn more from the latter. What was the breaking point? Was it the product or service itself? The price? Or the campaign?
Do not be disappointed if they will not you the harsh truth. In some cultures people never want to seem unpolite an criticize you, even if you ask them to.