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6. Helping customers abroad buy your products

Topic: Expand internationally

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Hello!

Welcome to our video about the technical side of expanding your online business into other countries.
We’ll show you how to think beyond your home turf and give you a checklist to help make sure your website, e-commerce system and payment process are friendly to international visitors.
Imagine you own a vintage record shop in Brighton. Your reputation has spread, and you’re starting to get some inquiries from international collectors. There’s never been a better time to take your online sales global! Let’s look what you need to do to succeed.
Step One: Language and Localisation.

We have an entire lesson on this with more details, but here’s the basics: If you’re growing into an area that primarily speaks another language you’ll need to translate your site. And it’s probably best to have it done by a native speaker - rather than an automated translation service.

Along the same lines is localization. Essentially, this refers to making sure things like your forms where customers submit information or inquiries is compatible with, let’s say, the ways other countries write addresses or phone numbers.
OK, on to Step Two: Payments.

Different countries have different preferred payment methods, so you’ll need to investigate each to include them in your target markets. Online payment services like Paypal and Worldpay may be an easy solution, since they work worldwide. Remember that some customers may not have access to credit cards so will prefer to use those services, or even their debit cards.

Also, look into using an e-commerce system that adapts for different currencies and taxes, helping your customer pay without having to think about exchange rates or additional tax. When a customer doesn’t have to make these calculations himself, he’s much more likely to buy.
Finally, Step Three: Review.

Take some time to go over your entire site from the point of view of an international visitor. Look at the site objectively and run through the process a visitor from your target market would take to make a purchase or engage with you.

Is it a clear path? Are there familiar terms and formats? Currencies? Payment methods?

If everything’s ready, congratulations! But make sure you come back on a regular basis to check everything’s working as it should.
Being able to advertise to customers from international markets is a potentially lucrative opportunity. Making your website friendly to visitors, wherever they’re from, will help remove any barriers to sales.

Conversion Optimization

The process of improving your digital strategy in order to increase the percentage of visitors who complete your goals. E.g. “Once I add a new line of faux finishes to my website, I’m going to start focusing on conversion optimization.”

Conversion

The action you want visitors to perform. Examples include e­commerce purchases, form submissions, phone calls, and video views. E.g. “My main goal is for people to book a consultation on my website, but signing up for my email newsletter would also be considered a conversion.”

Actual Cost-­per-­Click (CPC)

The true amount that a business pays to the search engine when their ad is clicked. Businesses set a Max CPC which acts as a “ceiling”—they can never be charged more than that figure. However, depending on the number and relevance of the other ads in the auction, the actual amount paid can vary. The formula for cost­-per-­click may vary slightly across search engines, but generally works like this: (Ad Rank to Beat ÷ Your Relevance Score) + £0.01. Let’s see an example. Your competitor, Wanda’s Weddings, has the next­-best Ad Rank (that’s the Ad Rank to beat in this formula). Her Ad Rank is 12. Now we need to divide that by your relevance score. Let’s say you’ve scored a 9 out of possible 10. So, your actual cost­-per-­click will be (1 2/9) + £ 0.01, or £ 1.34. E.g. “I’m willing to bid as high as £1.75 for my wedding photos ad, but luckily my actual CPC is only £1.60.”

Goal

The action you want visitors to perform. Examples include e­commerce purchases, form submissions, phone calls, and video views. E.g. “My main goal is for people to book a consultation on my website, but signing up for my email newsletter would also be considered a conversion.”

Anchor Text

The visible or clickable part of a link on a web page. E.g. “If you click the link whose anchor text says ‘Organic Produce photo gallery,’ you’ll be directed to the page with more photos of our fruits and vegetables.”

Desktop

A non­mobile computer. E.g. “I prefer to use a desktop at home, but when I travel I use my laptop.”

Ad Network

A platform connecting advertisers with publishers who want to host their ads. The advertiser pays the network every time an agreed event takes place, such as an ad impression, a click or a sale. The network then shares the revenue generated from the advertiser with the publisher, after deducting the network fees. E.g. “We chose an ad network for our display campaigns, so we could get our ads out to a wide range of websites quickly.”

Backlink

Any link incoming into a page or website from another page or website. E.g. “Our blog posts are very popular and filled with useful information, so we have loads of backlinks to them from other websites.”

Click Through Rate (CTR)

The number of times people click an item of interest, like an advert, in comparison to the number of times people are exposed to that item. For example, if your ad received 100 impressions and 3 clicks, your CTR is 3%. CTR is a crucial indicator of whether your ads are relevant to the people using the search engine—think of it as the difference between the amount of people actually coming into your shop divided by the amount of people stopping outside to look through the window. While there are no specific guidelines, you should always be working toward improving CTR. E.g. “I improved my CTR quite a bit when I added pricing info to my Wedding Photos ad—that clearly made more people want to click through.”

Ranking

A listing’s position on a search engine results page. E.g. “With a lot of work, I’m hoping to get my website to the #1 ranking on search engines for my relevant keywords and audience.”

Search Engine Marketing

A form of advertising that allows you to bid for your advertisement to show along with search results for keywords that people are typing in. This lets businesses be seen by people at the very moment they’re searching for the things a business offers. E.g. “SEO is a long process, but using SEM helped me get a lot more website traffic really quickly.”

Average Ad Position

The position of your ad on the search engine results page (SERP). Search engines typically denote the highest position as “Position 1.” If your ad appears half the time in Position 1, and half the time in Position 2, your Average Position would be 1.5. E.g. “My average ad position for my pet photos ad improved from 7 to 3—I’m thrilled!”

Browser

A computer programme used to navigate the Internet on computers, tablets and smartphones. Examples include Chrome, Firefox, Internet Explorer and Safari. E.g. “I’m not sure why my website looks different depending on the browser a person is using.”

Traffic Acquisition

The process of attracting visitors—often referred to as traffic to websites, mobile apps and other digital assets. E.g. “My acquisition strategy focuses on targeting people who have recently bought old houses.”

Keyword

The specific term a user searched for before they reached your website. E.g. “The keywords “luxury romantic getaway” are performing great for my site.”

Ad Extensions

Optional extra information that can be displayed below a search ad. E.g. “We added sitelink ad extensions to our ads, giving our customers extra options to click through to on our site.”

URL

The unique address of a page or piece of digital content on the Internet. E.g. “Max, you can access my website by typing the URL into your browser.”

Visit

A group of interactions that take place on your website within a given time frame. For example, a single session can contain multiple page views and e­commerce transactions. E.g.“My website got 2,000 visits last month, but what I really care about is whether those visits resulted in sales.”

Internal Links

Links from one page to another page within the same website. E.g. “Website visitors can click on internal links on the homepage to see the web pages in my fruits and vegetable gallery section.”

Payment gateway

A service provider that authorises payments made online using methods such as credit cards and bank cards. Payment gateways enable merchants to take online payments for their products and services. E.g. “Payment gateways allow customers to make purchases with bank or credit cards with a simple push of a button.”

Shipping

The physical sending of purchased products to the consumer, often requiring additional fees charged to the consumer by the online merchant. Shipping may also refer to those additional fees. E.g. “During the checkout process, shipping is calculated based on the total weight of the furniture being purchased.”

Content

The digital material available to users, via text, video, audio, images, etc. E.g. “I’m adding more image and video content to my site, so it’ll be more engaging.”

User-Generated Content

Content created by users of an online platform such as videos, comments or posts. E.g. “Most social networks rely on user-generated content for posting and sharing.”

Home Page

The introductory or “main” page of a website. E.g. “On my home page, visitors can see examples of my most beautifully painted houses.”

Conversion Rate

The ratio of conversions to visits, often used to measure digital performance. E.g. “I’m not sure why, but my conversion rate on external painting is very low for male visitors.”

Landing Page

The first page on a website that a person usually sees—not necessarily the home page of that website. E.g. “I’m directing people who click my ad to a landing page with a discount coupon so that these visitors will be encouraged to buy.”

Tax

In the context of e­commerce, this refers to the total taxes that must be collected per local laws and policies as part of an online order. E.g. “Countries on both sides of the Atlantic continue to discuss the best policies for taxing online sales.”

Fulfillment

Process of completing an online transaction and delivery of purchased products or services to the customer. E.g. “Every online merchant has to consider the most cost­ effective method for fulfillment.”

Registration

In an e­commerce context, registration refers to the ability to create an account with the online merchant that contains personal information such as name, billing and shipping address, and payment details. A registered customer can sign into an e­commerce website with his or her username and password to speed up the checkout process. E.g. “When a customer registers on our site, we can store their billing and shipping information to make their next shopping session easier and quicker.”

SKU

A Stock Keeping Unit (SKU) is a unique identifier given to individual, distinct products used to track inventory and differentiate between items for sale. E.g. “Using SKUs has helped our business keep track of what stock we have in what location, so we can optimise inventory management.”

Index

A searchable catalogue of web pages and digital content used by a search engine to provide relevant results. E.g. “Before my site appeared in the search engine’s index, people couldn’t find my website when they searched for foyer murals.”

Crawler

A programme designed to systematically browse content on the Internet and collect information about it to help searchers find what they’re looking for. E.g. “I’m scared of spiders, but not the ones that help my website appear in search engines.”

Banner Ad

A form of advert found on web pages and mobile applications, available in a variety of formats (such as images, animated GIFs and rich media). E.g. “I’m using banner ads to bring new customers to my website.”

Bid Price

­Your maximum cost­-per-­click (CPC), or bid price, is the highest amount that you are willing to pay for 1 click on your ad. However, you will not necessarily be charged the full Max CPC. For example, if your Max CPC is £1.25, you may only pay £1.04 for the click, depending on competitive factors. However, raising a bid might increase the likelihood of a higher ad position on the search engine results page. E.g. “I’ll bid as high as £2.25, but that’s my max CPC—I’m not made of money!”

Advert

A sponsored result that appears on a search engine results page, or SERP. Ads are typically formed from a few lines of text, and may include additional elements like a street address, reviews and phone numbers. E.g. “My ‘Beautiful Wedding Photos’ ad is already bringing in tons of new business.”

Application

A programme designed to run on smartphones, tablets and other mobile devices. E.g. “My house needs painting, so I used a local app to find a reputable service near me.”

Inventory

A complete list and value of an online merchant’s current stock of products for sale. E.g. “Product pages that are well organized and well designed are a dynamic way to showcase a merchant’s inventory.”

Natural Listings

Results from a search engine that are not paid adverts. E.g. “The higher my website ranks in a search engine’s natural listings, the more website traffic I’ll get.”

Privacy policy

A statement that explains what customer information an online merchant will collect and how the merchant might use that information. E.g. “Our company’s privacy policy reassures customers that we only collect minimal information and we never sell email addresses to third parties.”

Social Media

Content such as text, images, or videos, created by individuals and shared across the Internet. E.g. “Social media changes all the time, so I hired someone to help me create a social media strategy.”

SERP

A list of results appearing in a search engine in response to a user’s search query. E.g. “After I searched for ‘buy high­ gloss paint in bulk’ I noticed that the SERP had both natural listings and paid listings.”

UGC

Content created by users of an online platform such as videos, comments or posts. E.g. “Most social networks rely on user-generated content for posting and sharing.”

White Hat

Tactics that optimise web pages for users, not for search engines. E.g. “I only use white hat tactics to help search engines find my website www.blakeproduce.com.”

Virtual Reality

Computer-generated simulation of a three-dimensional environment with which you can interact using equipment such as headsets, sensors or joysticks.

Black Hat

Manipulative or deceptive SEO tactics that optimise only for search engines and not for users. E.g. “I was especially careful to avoid any black hat SEO techniques; I didn’t want to hurt the ranking of www.mydeliciousorganicveggies.com in search engines.”

HTML

Hypertext Markup Language. A language used by web developers to create websites. E.g. “My website was written using HTML.”

Link

A text or image that provides a link from one web page or website to another. E.g. “When a major home decor blog linked to my website, I got a lot more visitors.”

Search Engine

A tool that indexes and returns relevant digital content in response to users’ keywords. Popular Internet search engines include Google, Bing, Yahoo, DuckDuckGo, Baidu, Yandex and more. E.g. “I use search engines to look for trends in home decor.”

Search Term

The keyword or phrase a user types into a search engine in order to find what they’re looking for. E.g. “When people use the search term ‘hairdresser’ they might be looking for tips on how to do it themselves or a service to do it for them.”

Showrooming

When a customer looks at a product in a shop on the high street, but then buys online. E.g. “Online electronics sellers are becoming more popular, but customers still visit stores to showroom products before they buy.”

Algorithm

A set of rules used by computers to solve problems. Search engines use algorithms to determine the rankings of a page for a specific search query. E.g. “I hope search engine algorithms match my relevant web pages with my desired audience.”

Bot

A programme designed to browse the content on the Internet and collect information about it to help searchers find what they’re looking for. E.g. “When I launched my website, I made sure that the pages were visible to search engine bots, so they could index my pages.”

Vlog

The video version of a blog, where updates are new videos rather than written posts.

Pay­Per­Click

An advertising system in which advertisers pay for users to click on their advertisements. E.g. “I’m going to use pay­per­click adverts to promote my new faux finishes.”

Search Engine Results Page

A list of results appearing in a search engine in response to a user’s search query. E.g. “After I searched for ‘buy high­ gloss paint in bulk’ I noticed that the SERP had both natural listings and paid listings.”

Quality Score

A measure from 1 to 10 of how relevant your ads and landing pages are to the keywords you’re bidding on. Improving your Quality Score can help you achieve better ad positions and lower prices for clicks.

App

A programme designed to run on smartphones, tablets and other mobile devices. E.g. “My house needs painting, so I used a local app to find a reputable service near me.”

Spider

A programme designed to systematically browse content on the Internet and collect information about it to help searchers find what they’re looking for. E.g. “I’m scared of spiders, but not the ones that help my website appear in search engines.”

Click

When a person visits your site via an ad. For most SEM campaigns, you only pay when the searcher clicks your ad. E.g. “My ‘Cute Puppy Photos’ ad gets substantially more clicks than my ‘Cute Kitty Photos’ ad.”

SSL certificate

An SSL certificate is required in order to use SSL (Secure Sockets Layer) technology that encrypts sensitive information collected by an e­commerce website, such as personal information or credit card numbers. Merchants can purchase and digitally sign an SSL certificate through a Certificate Authority. Once the SSL certificate is configured on a website, web browsers will let consumers know that the merchant uses a trusted and secure connection. E.g. “The padlock icon in our web address assures customers that our site has an SSL certificate to encrypt and protect their personal information.”

Conversion rate

The ratio of conversions to visits, often used to measure digital performance. E.g. “Conversion rates can be improved by using advertising campaigns to bring visitors to the online store.”

Order confirmation

A final step of a checkout process where a customer is informed that their order has been placed successfully, typically delivered on screen during the checkout process as well as delivered by email to the customer. E.g. “Once a shopper has completed a purchase, they will receive an order confirmation in the form of both a landing page and an email.”

Email Marketing

The process of using email messages to share information and promote products and services.

Query

The keyword or phrase a user types into a search engine in order to find what they’re looking for. E.g. “When people use the search term ‘hairdresser’ they might be looking for tips on how to do it themselves or a service to do it for them.”

Search Query

The full, exact word or phrase that a person types into a search engine in order to find what they’re looking for. It may or may not exactly match the keywords advertisers are targeting. E.g. “The search term ‘pet photographer Cardiff’ is performing well for me every month.”

Max CPC

­Your maximum cost­-per-­click (CPC), or bid price, is the highest amount that you are willing to pay for 1 click on your ad. However, you will not necessarily be charged the full Max CPC. For example, if your Max CPC is £1.25, you may only pay £1.04 for the click, depending on competitive factors. However, raising a bid might increase the likelihood of a higher ad position on the search engine results page. E.g. “I’ll bid as high as £2.25, but that’s my max CPC—I’m not made of money!”

Category

In the context of e­commerce, products are often grouped into a hierarchy of categories and subcategories. E.g. “Our bespoke furniture e­commerce store is organized using categories like bedroom, living room, and home office. Subcategories include type of wood finish.”

CTR

The number of times people click on an item of interest, like an advert, in comparison to the number of times users are exposed to that item. E.g.: “My click­through rate on ads about external painting is 2%, but my CTR on ads about indoor murals is less than 1%.”

Coupon code

A special code a person may enter during a checkout process that applies a discount. Online merchants can offer coupon codes to persuade new consumers to complete a purchase on their website, or returning customers to repurchase. E.g. “Businesses that offer coupon codes can often increase purchases by shoppers looking for a great deal.”

Average order value (AOV)

The average amount spent for each customer order. Often used as a performance metric. E.g. “As a business owner, looking at the average order value is a great metric to gauge annual revenue growth.”

Product feed

A file in a specific format that contains a current list of product inventory and product details. This file can be made available to other services as a means of promoting the products contained in the feed. E.g. “We uploaded our company’s product feed into a search engine’s merchant database so our products would show up when they match a search.”

Content Marketing

Creating online content such as blogs, videos or infographics to attract and engage a defined audience.

Title Element ­

The title of a web page as indicated in the HTML of a page. Also often used as the title of your page in a search engine results page. E.g. “I pay careful attention to the title element of my web pages, to help search engines understand what the pages are about.”

Destination Page

The page being linked to from another page. E.g. “If you click the link to “Gallery,” you’ll see a destination page chock full of images of our fruits and vegetables.

Discount code

A special code a person may enter during a checkout process that applies a discount. Online merchants can offer coupon codes to persuade new consumers to complete a purchase on their website, or returning customers to repurchase. E.g. “Businesses that offer discount codes can often increase purchases by shoppers looking for a great deal.”

SEO

The practice of making changes to web pages, content, and the promotion of that content to improve visibility in the organic —or unpaid—search engine results. E.g. “Investing in SEO helped my website get a higher ranking in search engine results.”

SEM

A form of advertising that allows you to bid for your advertisement to show along with search results for keywords that people are typing in. This lets businesses be seen by people at the very moment they’re searching for the things a business offers. E.g. “SEO is a long process, but using SEM helped me get a lot more website traffic really quickly.”

Cost per conversion

Often referred to as cost per acquisition (CPA), this ratio measures how much money you spend on advertising relative to the number of conversions received from the ads. For example, if you spend £100 and receive 4 conversions, your cost per conversion is £25. Your cost per conversion should be lower than the value of a conversion. For example, if a conversion is only worth £20, then a £25 cost per conversion is not profitable. E.g. “My cost per conversion was too high, so I started spending a little less on online advertising and reviewed how I could improve my ads for future campaigns.”

Merchant account

An account an online merchant holds with an institution such as a bank or payment gateway provider, which is defined by a contractual agreement that allows the online merchant to accept credit cards, bank cards, or other common forms of payment on an e­commerce website. E.g. “E­commerce businesses need merchant accounts with their payment processing providers in order to accept online payments and manage financial transactions.”

XMP Sitemap

A listing of web pages on your site that helps search engines understand your website. E.g. “Adding a sitemap helped search engines understand the pages on www.blakeproduce.com.”

E­commerce

The sale of products and services online.

Link Building

The process of encouraging high-quality, relevant incoming links to a website through the creation of unique, relevant content that can naturally gain popularity in the Internet community. E.g. “Because our content is relevant and engaging, other websites are more likely to link through to our pages, thus helping our link-building efforts to improve our search engine positions.”

Sitemap

A listing of web pages on your site that helps search engines understand your website. E.g. “Adding a sitemap helped search engines understand the pages on www.blakeproduce.com.”

Ad

A sponsored result that appears on a search engine results page, or SERP. Ads are typically formed from a few lines of text, and may include additional elements like a street address, reviews and phone numbers. E.g. “My ‘Beautiful Wedding Photos’ ad is already bringing in tons of new business.”

Impression

The number of times an advertisement is displayed; it doesn’t necessarily mean someone clicked on it. E.g. “I’m getting a lot of impressions on my Baby Photos ad, but not many people are clicking—I may need to rewrite it.”

Web Spam

Techniques that try to cheat their way to the top of search results, like repeating keywords, paying other sites to link to yours, or putting invisible text on the screen. This is considered bad form because truly relevant websites get buried in the results. E.g. “I received email offers to rank first in Google search results but have turned them down because the techniques used are spam.”

Analytics

The analysis of data generated by people’s activity on websites or mobile apps, for the purpose of discovering ways to improve websites and marketing campaigns. E.g. “I’m using a web analytics tool to understand how to improve certain web pages with the goal of increasing customer engagement on my website.”

Ad Rank

The overall “score” an ad receives that determines where it can appear on a search results page (SERP). Higher Ad Rank leads to higher positions on the SERP. The formula for Ad Rank varies slightly across search engines, but generally works like this: Max CPC X Quality Score. For example, an ad with a Max CPC of £2 a nd a relevance score of 6/10 will have an Ad Rank of 12. If this is the highest Ad Rank, this ad wins the top position on the SERP. E.g. “Improving my adverts’ relevance and increasing my bid helped me improve my Ad Rank.”

Impressions

The number of times an advert is displayed. E.g. “My new marketing campaign for home-baked dog treats received thousands of impressions, but I’m not sure if I’ve made any sales yet.”

Shopping cart

An e­commerce store functionality that allows visitors to add and edit multiple product selections to a single order during a shopping session. E.g. “Having a shopping cart on your e­commerce site is an essential function to allow users to browse and buy multiple items.”

Duplicate Content

Content that it is similar or identical to content found on another website. Search engines tend to ignore duplicate content. E.g. “We avoid duplicate content by investing in original content.”

Redirect

An automatic forward to a different URL than the one entered by the user. E.g. “We implemented redirects when we moved the website to a new domain.”

Uniform Resource Locator

The unique address of a page or piece of digital content on the Internet. E.g. “Max, you can access my website by typing the URL into your browser.”

Unique Visitor

A single visitor to a website during a specific period of time. E.g. “No matter how many times Uncle Bob visits my website, he’ll still count as one unique visitor.”

Spam

Techniques that try to cheat their way to the top of search results, like repeating keywords, paying other sites to link to yours, or putting invisible text on the screen. This is considered bad form because truly relevant websites get buried in the results. E.g. “I received email offers to rank first in Google search results but have turned them down because the techniques used are spam.”

Social Network

A community of individuals creating and sharing content. E.g. “Social networks could be a good place for me to showcase my beautiful foyer murals and maybe get new customers.”

Blog

A regularly updated website with posts written by an individual or a business, typically in a conversational style and focused on a specific subject.

Organic Listings

Results from a search engine that are not paid adverts. E.g. “The higher my website ranks in a search engine’s natural listings, the more website traffic I’ll get.”

Drop­ship

A method of fulfilling orders where an online merchant does not physically store inventory and ship from its location, but instead has the ordered items shipped from a different source or location. E.g. “The online furniture store doesn’t house its inventory, but has custom pieces drop­shipped directly from the craftsmen’s wood shops.”

Checkout

The process through which website visitors provide the information required to complete an e­commerce transaction. Steps may vary, but typically include payment and billing information, shipping information, order verification and order confirmation. E.g. “Best practices in e­-commerce require having a user-­friendly and smooth checkout process.”

PPC

An advertising system in which advertisers pay for users to click on their advertisements. E.g. “I’m going to use pay­per­click adverts to promote my new faux finishes.”

Merchandising

In the context of e­commerce, merchandising refers to the placement and display of products for sale to entice a customer to make a purchase. Some examples of product merchandising include “featured item” lists, specific product promotions, and recommendations of top sellers or related products. E.g. “An online storefront has similar opportunities as an offline retail store to merchandise products by displaying them prominently on the homepage.”

E­commerce platform

A software programme or application that gives businesses the ability to sell online. E­commerce platforms vary in specific features, but generally include product information displayed to website visitors, customer account management, shopping cart and checkout processes, product search capabilities and order management, among other features. E.g. “An e­commerce platform can provide an online business with all the functionalities needed to showcase products, manage customer accounts, and facilitate checkouts.”

Meta Keywords

A short list of several words that succinctly describe the content of a page. Not used by any search engine. E.g. “I don’t worry about including meta keywords on my web pages, as search engines do not use this information.”

Display URL

The URL that is shown on the ad, often a shortened version of the actual or destination URL. E.g. “So that my users don’t see a long url, like “http://www.blakeproduce.com/proucts/specials/italiantomatos.com”, I use a url shortener service like https://goo.gl/, which allows me to create a shorter, more user-friendly display url for use in social media updates.”

Session

A group of interactions that take place on your website within a given time frame. For example, a single session can contain multiple page views and e­commerce transactions. E.g.“My website got 2,000 visits last month, but what I really care about is whether those visits resulted in sales.”

Cost per Click

The amount of money required to produce a single click on a digital advertisement. E.g. “Cost per click prices seem to be higher during weekends, so I’m only running my campaigns during the week.”

Search Engine Optimization

The practice of making changes to web pages, content, and the promotion of that content to improve visibility in the organic —or unpaid—search engine results. E.g. “Investing in SEO helped my website get a higher ranking in search engine results.”

Customer Lifetime Value (CLV)

The value a customer can bring to a company over the whole span of their relationship rather than based on one transaction. E.g. “The high Customer Lifetime Value for this type of product means we can afford to spend more to acquire a customer initially.”

Customer Segmentation

Sorting customers into groups to identify higher-value or higher-potential buyers. Segmentation is often based on demographic categories such as location, age, gender, interests and spending habits. E.g. “We found a valuable customer segmentation for people who return often to purchase from the site.”

ROI

A calculation an advertiser uses to try to identify if their online marketing campaigns are profitable. One common formula used for calculating ROI is the following: return on investment = (gain from investment – cost of investment) / cost of investment. E.g. “The sales driven by our display advertising campaigns have demonstrated positive ROI this quarter”.

ALT Text

Text used in the code of a page to describe an image. If an image is broken and can not be loaded by the page, the ALT text appears in a blank box that would normally contain the image. ALT text is also used by screen readers to improve accessibility for blind and visually impaired people, to tell them what is on the image. E.g. “The homepage of my website www.blakeproduce.com features an image of a fruit and vegetable garden. I included the following ALT text in the image code to describe it: ‘Fresh fruit and vegetables picked from Blake Produce gardens.”

Avatar

An image used to represent a person, business or organisation on social media. E.g. “When I click on my avatar it brings me back to my profile.”

Return on Investment

A calculation an advertiser uses to try to identify if their online marketing campaigns are profitable. One common formula used for calculating ROI is the following: return on investment = (gain from investment – cost of investment) / cost of investment. E.g. “The sales driven by our display advertising campaigns have demonstrated positive ROI this quarter”.

Meta Description

The description of a web page included in the code of the page. May also be used as a part of the description in the search engine results page. E.g. “I write meta descriptions for each page of my website in case the search engine displays the page in the search results.”

Anonymous checkout

A checkout process in which a user may complete a transaction without creating an account with the online merchant. E.g. “I prefer to use anonymous checkout when I make an online purchase, so that I don’t need to spend time completing a personal account.”

Web Analytics Tools

The analysis of data generated by people’s activity on websites or mobile apps, for the purpose of discovering ways to improve websites and marketing campaigns. E.g. “I’m using a web analytics tool to understand how to improve certain web pages with the goal of increasing customer engagement on my website.”

Chatbot

A computer programme that simulates human conversation often over the Internet. E.g. “We created a chatbot to answer common customer questions and help with customer service.”

Mobile Commerce (mcommerce)

Sales that happen on a smartphone or tablet or are influenced by research on mobile devices. E.g.“More people buying on their smartphones and tablets has made our mcommerce business more important than ever.”

Product recommendation engine

Software that makes specific suggestions of products based on available information. E.g. “The product recommendation engine on our bespoke furniture site suggests matching chairs for every table and desk.”

Geo-targeting

Use geo-targeting to only show ads to people in a certain geographical area. E.g. “We adjusted our geo-targeting to only show our ads to people within 50 miles of our business.”

Return policy

A statement that explains when, how and under what conditions a customer may return products purchased from the merchant. E.g. “Our return policy, linked at the bottom of our website, states that bespoke furniture cannot be refunded unless faulty.”

Paid Listings

Advertisements that appear on search engines results pages. E.g. “I’m thinking about paying to have my website appear in the paid listings, so that I can bring more customers to my website.”

Click­through Rate

The number of times people click on an item of interest, like an advert, in comparison to the number of times users are exposed to that item. E.g.: “My click­through rate on ads about external painting is 2%, but my CTR on ads about indoor murals is less than 1%.”

Bid Management Software

Software that can be used to automatically manage a search campaign, often to pre-set rules.

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Key learnings

When it comes to expanding your business globally, don’t assume that your website processes are “one size fits all ”. In this video we’ll look at what you need to check off your list to make sure the following things are international-friendly, including:

  • your site itself
  • the e-commerce system
  • the payment process.