If your A1WebStats data shows reasonable numbers of visitors from other countries, then you may look at that in two ways:
- We don’t sell to those countries and so those visitors are just ‘noise’ to us.
- We would like to sell more to other countries so are wondering why we don’t get more enquiries from those countries?
If you fit into category 2 above then you may see data that shows higher traffic in a couple of countries but also a good spread of traffic from other countries.
If you see that sort of data, then you need to go through the following four step process:
- Expand your date range (e.g. to 3 months).
- Export the countries data to Excel.
- Compare the number of visitors from each country to the number of enquiries gained from those countries.
- Express the difference as a percentage in a new column within Excel.
Here’s an example:
|Visitor Country||Visitors||Enquiries gained||% of enquiries compared to visitors|
Next identify the countries that you’d like to be gaining more enquiries from.
Now look at your website with fresh eyes and put yourself in the shoes of the people from your target country, who have visited your website. Here’s a few thoughts that may be in their minds (this example based on your website being in the UK):
- I can see you’re in the UK.
- Although I can dig deeper into the products/services you offer, I’m initially more interested in whether you can serve me in my country, and that you have some evidence that you’ve done so in the past.
- If you can’t demonstrate to me that you can serve businesses in my country, then why should I consider you instead of a business that is closer to me/speaks my language?
What you need to do
Picture the visitor (from another country) that is visiting your website.
Whatever pages they land on, or go to, they will still be thinking “show me that you can serve businesses in my country”.
What they’re looking for is something that graphically grabs their attention. It could be a map of Europe, another region, or the World. But it needs to be supported with a call to action link or button that says words to the effect of:
Examples of customers worldwide
That call to action would take people to a separate page that contains the same graphic (but larger) plus either of the following:
- A general summary of the types of businesses that you have served in various geographical locations.
- An introduction to your international focus that sub-divides into pages (ideally with a graphic that links to each) that focus specifically on either:
a) A region (e.g. Europe), or;
b) A country (e.g. Germany).
Clearly, option 2 above is going to be stronger, and within that, option b will have more impact.
Taking that as an example of best practice, let’s step into the shoes of someone from Germany who has visited a UK website, but the website is much more internationally-focused …
- They land on the website.
- They may look at various product/services pages.
- They will certainly look at your geographical location.
- They will see, on various pages they move through, that there is a map (could be Europe, could be the World), and a link encouraging them to click through.
- They get to a page (e.g. about the Europe focus).
- They see that there’s a link/graphic to a ‘Germany’ page and they click on it.
- Within that Germany page they see several examples (ideally, including testimonials) of Germany customers who have bought from the business.
- They make contact with the business in the knowledge that the business has served businesses within their own (Germany) geographical location.
Why don’t more websites apply this focus?
Usually, it’s one of two reasons:
- Being unaware that they have traffic from those locations and are missing out on opportunities.
- Not having the time/resources to implement the international focus.
Once point 1 above is addressed, point 2 can be worked towards by setting up A1WebStats automated reports that show visitors from certain countries, and what they looked at page by page. When you’ve had a few days or weeks of seeing that data, the drip-fed nagging of “it’s time to impress these overseas visitors!” can be the catalyst to make the website changes that will benefit your business.