international digital forum - culture and conversions
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International Digital Forum - Culture and Conversions. A presentation by Oban Digital's Head of Conversion, Joe Doveton.TRANSCRIPT
IDF: Culture and Conversions
Joe Doveton
The Sales Bit
Do we have “Enterprise Level
Conversion Optimisation” by
GlobalMaxer? On 7 inch?
It’s just come in this morning. What
a beaut.
What is Culture?
It’s Too Big To Eat
It’s A Snack
The Top Ten
#2: High Context and Low Context#10: All My Colours
Red: Luck in China
Red: Beauty in Russia
A good colour for prices?
Green for ‘go’ in Britain
Green for death in Brazil
Green for…err….blue in Japan?
Top tip: Orange in Holland. The
Dutch love orange. Germans are
uncomfortable with the red, black
and gold of their flag however.
# 9: Payments and culture
German payments
Islamic eCommerce
Indian Cash On Delivery
Top tip: 51% of Germans said they wouldn’t go back to a retailer who didn’t offer their preferred payment method
# 8: Website Ergonomics
Alignment
Tatagaki Vs Yokogaki
It’s complicated?
Top tip: Asian users are much more likely to be comfortable with a long page and scroll down
#7: Calls To Action (CTA)
European CTAs
CTA colours, shapes and forms
Case study: Chapman Freeborn
Red in China
Silver in Germany
Top tip: In GlobalMaxer tests in 2013, button text and style changes have had more of an impact than colour changes
#6: Faces
Dooley study
IKEA Saudi Arabia
Ethnicity
Top tip: People like to see familiar faces so using appropriate ethnic subjects is good. Just make sure you get the context right.
#5: Webenese
Itenglian
Germish
Top tip: Sweden is top for proficiency in English. Libya is bottom.
#3: Technology
Italian broadband
IE6 in China
Arabic Flash
African Mobile
Top tip: Russian customers need to build up trust with retail brands. Start off with a concession in one of the main marketplaces like Ozon.ru
#2: High Context and Low Context#4: Context is King?
#2: High Context and Low ContextHigh and Low Context
#2: High Context and Low ContextHigh and Low Context
Top tip: cute is good in Japan. There is a whole subculture of cuteness called “kawaii”. So widgets and characters which would be corny in the West are lovable in the East.
#1: Hofstede’s 5 Cultural Dimensions
#2: High Context and Low ContextUncertainty Avoidance
Top tip: Hofstede is not perfect but it is the most complete business tool framework we have for culture. Use it as a reference tool, but don’t follow it slavishly.
#2: I’m A Loser Baby
Why I like losing tests
Case study: Twinings
Case study: Twinings
Case study: Twinings
Case study: Boots Singapore
Case study: Boots Singapore
Top tip: Think of losing tests as money saved on wasteful projects. The cost of a functional “world class” eCommerce site with CMS is now $100,000+ (source: webpage FX)
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
GlobalMaxer’s Top Ten
Thankyaverruhmuch
[email protected]/obandigital