improving conversion by good cross cultural management - nyenrode business university

Optimizing conversion by managing cultural differences

Geoffrey DaviesOnline Marketing Director Asia & Pacific

TODAYINTRODUCTIONROAD TO CONVERSIONONSITE CONVERSION OPTIMIZATIONCHALLENGES @ MANAGING CULTURAL DIFFERENCESCASE CHEAPTICKETS ASIA

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Travix at a glance

6 BRANDS

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Where we operate

LOCATED IN

17 POINTS OF SALES19 COUNTRIES

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Travix at a glance

2 MILLIONAIR BOOKINGS

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3 MILLIONPASSENGERS25 B747’S

Travix at a glance

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Travix at a glance

700 EMPLOYEESWORLDWIDE

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Travix at a glance

COMBINED SALES

USD $ 2 BILLION(USD 1,2 IN 2011)

+ + + +

CUSTOMERCENTRIC

THINK GLOBALACT LOCAL

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A DIFFERENT LOOK AND FEEL, LOCALS AT CUSTOMER SERVICE, A DIFFERENT TONE OF VOICE AND A LOCAL MARKETING APPROACH

CONVERSION ROADMAP

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Conversion roadmap

Channel A Channel BOnsite

engagement

Conversion

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differentiation

LOCAL DIFFERENCESFRONT-END / CMS

www.cheaptickets.nl www.cheaptickets.hk www.cheaptickets.sg

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Conversion optimization

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ANSWER:TO TURN A WEBSITE VISITOR INTO A BOOKER

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IN OTHER WORDS:TO OPTIMIZE CONVERSION!

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BIG LOSS DURING PURCHASE PROCESS

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What is Conversion Optimization?“The method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors thatconvert into customers” - Wikipedia


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What is Conversion Optimization?“The method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors thatconvert into customers” - Wikipedia


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MOST IMPORTANT ISSUEFor the right experienceYour website must be appealing to your public!• Look and feel• Product/ price• Purchase funnel

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Match your funnel with cultural expectations!


BIGCHALLENGES

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Challenges

LANGUAGESCULTURESE-COMM MATURITY PAYMENT LOCATION

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Challenges


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Challenges

LANGUAGES

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Challenges

LANGUAGES• Illustrative use & choice of words• Elusive – Say “YES”, Act “NO” • Flexible when it comes to

agreements – Lunch with “friends”• Power Distance: Hierarchy &

diplomacy• Conversation technique: start talking

when there is a silence• Prefer well-thought-out decisions• Eye for quality

• “The heart on his sleeve”, direct• Frank – “I say what I think & I do what I

say”• “Keeps his side of the bargain”• Social inversion: straightforward &

honest towards all parties• Conversation technique: one talks

when the other is not yet finished• Prefer immediate action• Eye for quantity

• Belgium • Netherlands

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Challenges

LANGUAGESBrandname

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Challenges

LANGUAGESContent

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Challenges


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Challenges

CULTURESCultural differences example

http://youtu.be/6_WAmt3cMdk

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Challenges

CULTURESImages & colors

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Challenges

CULTURESImages & colors

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Challenges

CULTURESHow to address?

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Challenges

CULTURESUncertainty avoidance/ reliability

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Challenges

CULTURESProposition and design

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Challenges

CULTURESProposition and design

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Challenges


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Challenges

E-COMM MATURITY

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Challenges

E-COMM MATURITY

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Challenges


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Challenges

PAYMENT

CASE CHEAPTICKETS ASIA

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Case CT ASIA

COPY CHEAPTICKETS.NL

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Case CT ASIA

DID NOT WORK

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Case CT ASIA

REDESIGN

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Case CT ASIA

REDESIGN

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Case CT ASIA

REDESIGN - MASCOTTE

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Case CT ASIA

LANGUAGES

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Case CT ASIA

TEST, MEASURE & ANALYSE

PANEL SURVEY

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Case CT ASIA


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Case CT ASIA


Thank you!Questions?

improving conversion by good cross cultural management - nyenrode business university

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