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Mona Ault

3 tips for international conversion rate optimisation

Conversion rate optimisation (CRO) is a vital tool for any serious digital marketer’s toolkit.

It involves making data-driven changes to your website in order to improve your conversion rate, something which ultimately means more revenue and profit!

But how can you get the most out of it, and are there any special considerations for international websites?

In this blog post, we will look at three tips for international conversion rate optimisation.

1. Do not apply learnings from one country to another

This is because user behaviour differs hugely from one country to the next. You need to do everything separately from the very beginning – look at website traffic by country, gather quantitative and qualitative data by country, and develop appropriate hypotheses for each separate country based on your findings. Things could very quickly go wrong if you applied your findings from the US to the Chinese market or even to other English-speaking countries, as there can be huge behavioural differences between countries.

2. Gather both qualitative and quantitative data

In order to understand your users and what you can do to boost conversions, you need to gather both quantitative and qualitative data from these users. Analytical tools such as Google Analytics, Yandex Metrica or Adobe Analytics are good for gathering quantitative data, and conducting surveys and usability tests are a good way to get qualitative data. Qualitative data is especially useful for figuring out the “why” behind poor conversion rates. Make sure your decisions are always driven by data gathered from real users and not just your subjective gut feelings.

3. Use the right sample size

An important factor when running successful A/B tests is the sample size. For example, when you only have a sample size of 100 people, it is hard to identify a pattern and reach a reliable and generalisable conclusion. I personally like to use this A/B test sample size calculator by Optimizely, where you can define a few metrics and work out a proper sample size for your experiment.

I hope this blog post has given you a useful introduction to international conversion rate optimisation. For more in-depth information, read my full-length guide here. The guide covers:

  • what conversion rate optimisation is
  • why you should do conversion rate optimisation
  • how to do conversion rate optimisation
  • key things to consider when doing international conversion rate optimisation
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Mona Ault

Mona Ault

CRO Specialist at Webcertain
Born and raised in Beijing, Mona obtained a bachelor’s degree in Global Business and a master’s degree in Business Psychology from the University of Worcester in England. She joined Webcertain in 2015, and was responsible for managing multilingual PPC campaigns across various search engines and countries. She then took an interest in conversion rate optimisation (CRO) as she is fascinated by the user behaviour insights digital marketing can provide. Her current focus is user behaviour analysis incorporating both qualitative and quantitative data, coding, and storytelling via data visualisation.

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