|
Globalize Your Website
By S. Housley
The Internet has unlocked a wide
array of markets and knocked down barriers that previously prevented
merchants from marketing their products on a global scale. There are
a number of ways to 'globalize' a website and broaden a businesses general
appeal to an international audience.
1.) Payment Options - vary from
country to country, therefore offering flexible payment options are
important. While PayPal might be a good option for
consumer-oriented products, this service is not widely used by businesses
and is only available to customers in specific countries. In order to
attract global customers, businesses must provide a variety of payment
options that customers, in different countries, are familiar and comfortable
with.
2.) Currency Distinction - provides added convenience to
a
potential customer, and shows an understanding and respect
for global
audiences. A currency converter is a good option,
especially for large
companies who may be dealing with many
countries. When listing prices clearly
indicate the country
currency, such as between US dollars and Canadian
dollars.
This distinction will prevent misconceptions and prevent customer
dissatisfaction.
3.) Contact Information - should be given for a
country code, along with the area code, when listing phone numbers. It
should not be assumed that customers know the numbers to dial foreign calls.
Since the standards of address formats can differ from country to country,
ensure that the mailing address listed on the website is properly formatted.
In this time of rapidly expanding use of numbers, if your area
code changes, don't forget to change the information on
your website.
4.) Delivery Options - should make sense for all
customers.
Ensure that they have full knowledge of shipping information
to
avoid delay and error. If a shipping option is not available for a specific
region be sure that is clearly stated on the website. Provide estimates as to
when the product will arrive to various regions, so that customers have
appropriate expectations about delivery time frames.
5.) Order Forms -
when creating order forms use terminology
that is universal; if possible,
where relevant, refer to postal codes rather than zip codes. The terminology
on the order form should support the fact that the company sells to an
international audience.
6.) Payment Policy - clearly state payment
policies on any order pages, if purchase orders or wire transfers are
not accepted from specific countries be sure that the policy is clearly
stated. Prepare an explanation as to why the policies are in place. Customers
understand that foreign purchase orders are not legally binding and will not
feel alienated if an explanation is offered and clearly stated.
7.)
Spelling - can vary, so avoid using terminology on the
website that would
cause confusion or look like careless
spelling mistakes. Be clear and concise
as many customers may be viewing your website in their second language.
A website that can be viewed in different languages is all the better for
communicating with foreign customers.
Ultimately the goal is to make
purchasing the product or service easy for a customer. A website that
respects cultural differences, as well as the nuances of language
and terminology, will go a long way in attracting an international
audience.
About the Author -
Sharon Housley manages marketing for
NotePage, Inc.
http://www.notepage.net
a company specializing in
alphanumeric paging, SMS and wireless messaging
software solutions. Other sites by Sharon can be found at http://www.softwaremarketingresource.com
, and
http://www.small-business-software.net
|
