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					                            Web Analytics
• Many marketing and sales people do not know about web
  analytics. Many have their sites hosted by a web service
  that includes this service or provide that info for an extra
  fee, but are unaware that it is available.
• The reports available from most web analytic programs
  give information on the search words used to find that
  website, the search engines they used, what country they
  came from, what city the came from, how many pages
  they visited, whether they were a new visitor, a repeat
  visitor, etc. This is great information for trade specialists.
• If you know what countries your website visitors are
  from primarily, it can help you target what countries to
  concentrate on.
• Google offers free web analytics software.
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Web Analytics




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Paid Placement vs. Organic Search




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Things That Affect Your Search Engine Rankings

1.    Content is KING (Keywords on the page itself)
2.    Inbound Links – from other websites
     1.      - Particularly from credible websites
3.    Location
       Abusing the use of the first 2 things can get you barred
                  from results on search engines.
Search engines used to use the Meta Keywords tag to rank sites, but that was way
    back in the 90's.
     –    webmasters would stick anything and everything into Meta Keywords.
     –    search engines got a lot better at figuring at what pages were about on their own -- as well as which
          pages were the best matches for a given search.




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How Search Engines find you:        http://www.bretonindustries.com/
   http://www.webmaster-toolkit.com/search-engine-simulator.shtml




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Am I Being Found Overseas?
ICS Organic Search Results by Location




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www.google.com/cn
www.google.com/br
www.google.com/sa


                    Using Your Website for International Sales   8
The value of links to search engines
 Type of Link                           From an Average Site        From a Popular Site
 Internal Links – From one Page         None                        Very Low
 on your site to another page
 on your site
 Within the family -                    Very Low                    Low
 From one page on one of your
 sites to another of your sites

 Two-way                                Low                         Medium
 Trading links with other sites
 One-way crowded                        Low                         Medium
 A link from one page with
 many links from another site
 One-way sparse                         Medium                      High
 A link from a page with few
 links from another site
                       Using Your Website for International Sales                    9
A Popularity Contest




    Using Your Website for International Sales   10
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What CS Service Helps with Backlinks?




      Using Your Website for International Sales   12
         Proactive Promotion
Get Listed in as Many Legitimate Sources as
                  Possible




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Link Appeal: http://www.webmaster-toolkit.com/link-appeal.shtml




                 Using Your Website for International Sales       14
             Linking Best Practices
• Ask for them!!!
• Train your staff to talk about links
   – Not just the webmaster’s job
• Make your content easy to link to
  http://www.export.gov/marketresearch
  http://www.export.gov/%rch.453/market/res.$#@5.html
• Get your business partners and associations to link to
  you
• Provide them with “anchor texts” to accompany url


                        Using Your Website for International Sales   15
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International Payment
    Considerations
           Electronic Payment Types
Type of Payment         Geography                                        Examples
Worldwide Bank Cards Accepted across North & South                       VISA, Mastercard, Maestro,
                     America, Western Europe, Asia                       American Express, Diners
                                                                         Club
Country-Specific Cards Carte Bancaire, Carte Bleue                       France
                       Dankort                                           Scandinavia
                       CartaSi                                           Italy
                       Maestro, Solo, Electron                           UK
                       Laser                                             Ireland
Bank Transfers (Giro)   Similar to Wire Transfers                        Western Europe, Canada,
                                                                         Asia
Direct Debit            Similar to Electronic Check.                     Western Europe
                        Consumer Provides bank
                        account info at time of sale.
                        Merchant requests consumer’s
                        bank to transfer funds into
                        merchant account
                            Using Your Website for International Sales                          18
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                                          vs.        for Payment
                                           Processing
                      PayPal                                                Google Checkout
Has a higher percentage of the market in U.S. and             Has a small but loyal following through its Brand
overseas

                                                              Lower fees for Adwords clients
Consumers can pay by credit card or bank account.
                                                              Ease of use for existing Google customers

Allows merchants to still collect client information for      Required registration with Google for both merchants
marketing.                                                    and buyers

                                                              Can’t be used on Ebay
“Live” customer Service Faster access to your money
for merchants
                                                              Consumers pay by credit card or bank account.

Tied to Ebay
                                                              Can invest funds for grabbing a larger slice of the pie


                                       Using Your Website for International Sales                                   21
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                 Credit Card Fraud
• In 2006, 1.1% of all orders online were fraudulent (for U.S.
  based merchants)
• Outside the U.S., the rate of fraud gets higher. U. S. merchants
  reject one in every nine international orders for "suspected
  fraud."
• In 2007, 3.6 percent of the orders U.S. merchants shipped
  outside of the country were later categorized as fraud
   – Cybersource, http://www.practicalecommerce.com/articles/720-
     Credit-Card-Fraud-How-Big-Is-The-Problem-




                       Using Your Website for International Sales   24
                                Chargeback
• A chargeback, also known as a reversal, occurs when a buyer asks a credit
  card company to reverse a transaction that has already cleared. A buyer
  may file a chargeback with his/her card issuer based on credit card
  association regulations and timeframes.
• Two common reasons for reversals or chargebacks are:
    – A buyer’s credit card number is stolen and used fraudulently.
    – A buyer makes a purchase, but believes that the seller failed to fulfill their side of the
      agreement (for example, they did not ship the item, shipped an item that was very
      different from the seller's description, or the item was damaged when the buyer
      received it).
• All sellers who accept credit card payments run the risk of being liable for
  chargebacks. Chargebacks are among the unfortunate costs of doing
  business. Many sellers factor this cost into their business risk model.



                                Using Your Website for International Sales                         25
                  PayPal claim
• A PayPal claim is typically an action taken by a buyer
  on the PayPal site against a seller, when the buyer
  has purchased an item and it either: didn’t arrive or
  did arrive, but was significantly different from the
  item description.
• Claims require PayPal customer support to render a
  decision either for or against the seller based on
  evidence collected from both parties.
• A claim can only be filed after going through PayPal
  Dispute Resolution in the PayPal Resolution Center.

                   Using Your Website for International Sales   26
                         Lessons from a B2C firm
We export roughly 1,200 orders a week outside of the U.S.,” says Boxall. “And
  we’ve learned many credit-card fraud precautions. For one, there are
  certain countries that we simply will not ship orders to because we’ve
  received too many fraudulent cards from them. These countries include
  Latvia, Nigeria, Czech Republic and many others.”…
• Boxall continues, “We have other checks, too. We never ship to a post
  office box. We always compare the credit card billing address to the
  shipping address. And, we have what I call our ‘too-good-to-be-true rule.’
  That is, if an order arrives that’s too good or simply doesn’t look right,
  we’ll refund the credit-card charge and reject the order. That probably cost
  us some legitimate business, but it also prevents us from losing money
  from stolen credit cards.”
• Copshoes.com’s Alper will not ship to Venezuela, Indonesia or Nigeria,
  among other countries. “I once shipped goods to Indonesia that were, as it
  turns out, purchased with a stolen credit card,” says Alper. ….
•   http://www.practicalecommerce.com/articles/403-Don-t-Let-Selling-Internationally-Scare-You




                                                                  Using Your Website for International Sales   27
New Level of Scam




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Background Check on Foreign Firms




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Ask for Trade References




      Using Your Website for International Sales   30
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             Recommendations
Consider your landing pages
Make small changes to make your int’l visitors feel
   more at home
Be clear with your customer service and shipping
   policies
Consider what pages need to be translated, if any
Link, Link and Cross-Link
Don’t be afraid of your international visitors
Ask for advice and help
                   Using Your Website for International Sales   33
                            Contact Us
Joel Reynoso, Director                  Cathy Gibbons, Senior Int’l Trade
Northern New Jersey Export Assistance       Specialist
     Center                             Westchester Export Assistance Center
744 Broad Street,                       707 Westchester Avenue, Suite 209
Newark, NJ                              White Plains, NY 10605
T: 973-645-4682                         T: 914-682-6712
E: joel.reynoso@mail.doc.gov            Cathy.Gibbons@trade.gov
www.buyusa.gov/nnj



                              www.export.gov

				
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