Is your website export ready?
With the proliferation of global electronic communication, it is interesting to observe the level of take-up by small business of e-commerce: the buying and selling over the internet and through B2B (business-to-business) connections.
Some recent data, and general observations, indicate the perhaps Australian businesses could and should be doing better in this space. For instance IbisWorld research indicates that less than three percent of total retail sales in Australia are made online, compared to seven and eight percent in the US and UK respectively. And according to Forrester Research, Australians spent some $23 billion on online goods in 2008, a large chunk of this offshore.
For some of our Asian neighbours, and certainly in the US and Europe, the internet represents a growing source of consumer purchases, so businesses need to think about an awareness, branding and sales strategy. Your overseas buyers want to find you 24/7 and when properly constructed, your website is your after-hours salesperson. Are exporters really maximising the sales potential of their websites to attract, hold and sell to overseas visitors?
Developing an appealing website for an overseas visitor or potential buyer is a good starting point. There is also the opportunity to claim back some of the expense of making your website export ready under Austrade’s Export Market Development Grants program.
As Michele Azzopardi, director of Design Victoria points out: “Websites are often the first port of call for overseas interest in Australian products and services. Your website could be the first chance to impress overseas buyers, and your last if it doesn’t stand out from the crowd. Good website design is integral to piquing interest in your company. Businesses that don’t have an in-house web designer should invest in engaging an external designer to maximise their online presence and export potential.”
In reviewing a few reference sites that get your attention, architecture firm Denton Corker Marshall at www.dentoncorkermarshall.com is very easy to navigate, highlights their offshore projects, and clearly lists contacts at the company for enquiries. Also see 21-19 Graphic at www.21-19.com—you might not get past the game on the home page, but there is lots of interesting stuff inside that this company has produced.
One of our favourites for international sales online is aussieBum at www.aussiebum.com. The use of video clips to sell an Australian image, and the text conversion to key international languages, make the site both interesting and accessible. They also actively market their customer base with new releases, and sell around 80 percent of their product online.
Food is another strong sector for export, and use of the internet. Luv-a-Duck have a good export market, and details of their quality controls for export, and their overseas distributors are included on their site www.luvaduck.com.au.
Hot Rocks Dining offer a dining experience with a difference, starting with the home page where you can hear the steak sizzling! Their website includes details and video clips of how the experience works, recipes to try, and also customer testimonials. They have established overseas markets, which are listed on their site, www.hotrocks.com.au. Also note, it doesn’t hurt to display your export award achievements to build credibility with potential buyers!
Another point to consider is ensuring your site comes up with a high ranking, in any search. Many of us just don’t go past the front page when looking at results from a Google or Bing search. So structuring the site for high search engine rankings, or buying AdWords is another strategy.
Industry group websites are another source of referrals, providing links to their members’ sites and contact details. Austrade has the Australian Suppliers Directory listing more than 1,000 Australian businesses ready to transact with an overseas party, easily accessible from the home page at www.austrade.gov.au. There is also a separate link for food exporters at www.australianfood.net, encouraging a key industry sector.
Technology has certainly made the world a smaller place. And increasingly in our time-poor environment, technology will drive how businesses develop their contact and brand loyalty with buyers, how they sell, and how purchases are delivered. So perhaps now is the time to look at your website as the window to your business and ask the question: is it export ready?
Got something to say? Join the export forum here at DynamicExport.com.au.
