Taking your E-commerce business is an exciting phase of working in the E-commerce industry, especially since it allows you to expand without having to worry about the kind of problems geographical barriers would induce in a physical space. However, multinational eCommerce comes with its fair share of issues, especially when it comes to search engine optimization.
Common E-commerce Analytics Mistakes: How To Fix Them?
New companies often tend to make some mistakes that end up costing lots and lots of sales. So, here are a few such common mistakes that E-commerce owners commonly make while stepping foot into the global marketplace, and how you can fix them.
- Directly translating keywords –
One of the worst mistakes you can make while trying to sell to an international market is directly translating the keyword that worked in the domestic market. You see, while the translated word might still have the same meaning, it might not be a part of the vernacular that is used while speaking or making searches. The only way to rectify this is by investing a good amount in researching the right keywords in whatever international space you are attempting to target, and then introducing them into your content. The same applies to your content as well. Refrain from directly translating anything, and rather, hire someone who has a working knowledge of the language, so that the content can be accurate and engaging.
- Not targeting the right search engine –
Numerous E-commerce companies tend to restrict their focus on search engines, more specifically to Google alone. This is actually a wrong move, and can again end up costing you a lot. As a result, it becomes important to target the search engine that is popular in the specific country that you are attempting to expand to. For example, in China, Baidu takes heavier prominence when compared to Google. As a result, ensure to do the right kind of research, so that you do not limit your website to one search engine alone.
- Forgetting local cultures –
Often, since the content is translated, a lot of the messages get lost in the translation and your business loses any personal touch it had to offer. Not incorporating local flavors into your website can end up forcing you to forfeit a huge number of sales, and can drastically drive down your conversion rates. Simple things like the type of currency they use, to the local cultural references, can go a long way in creating just that local touch that your international consumers are waiting to feel.
- Following strategies as per domestic marketplace –
Assuming that the same strategy that worked for your domestic market will work for a multinational market as well, is an extremely wrong assumption. The multinational market is very diverse and as a result, you will have to invest in analyzing the market before you step foot into it and prepare strategies. Consumers in different markets have different tastes, and this gap grows a lot wider with differences in geographical boundaries, so ensure to currently collect and analyze your data before coming up with a business model for that marketplace.
- Not optimizing URLs –
Technical glitches are a common story in the multinational E-commerce marketplace and often end up forcing businesses to lose out on billions of dollars worth of revenue. The best way to fix this is to ensure that you have optimized your URL, so that customers can easily find your E-commerce store, and that they are not greeted with any glitches.
SEO in the multinational marketplace can be tricky to wade through, but making mistakes will give you an interesting insight into what you should avoid in the future, and how to improve the performance of your business. Optimal market research and accurate analysis of it is crucial in ensuring that you do not go wrong while marketing to an international consumer base.