While site structure, URLs, keywords and meta data often get center stage when it comes to international SEO, it's important not to forget about user experience (UX) for your international audience. Great UX streamlines the path for your users to take action (click, download, subscribe, purchase, etc.).
International UX will also reflect on your overall brand, so don't overlook this consideration. UX has gained prominence over the past several years, but many businesses focus on home-language websites and leave international UX to chance. Your global audience deserves special consideration, too. Let's explore the best way to execute great UX for international SEO.
Test With International SEO Tools
Testing is important with country/region-specific UX. The goals will largely remain the same across your website: get more clicks, downloads, purchases, etc. How different audiences respond to your website is the key variable you want to look at. The best way to analyze is to test.
Shoot for UX testing that doesn't break the bank. Use tools like crazyegg or hotjar to heatmap and see how users are navigating and clicking through your site. Tap into Google Analytics to see how different audiences in different countries are interacting with your site (which pages have the highest avg. time on page? Which pages have high bounce/exit rates?).
Different locations may have different cultural nuances and testing can help you stay ahead of the curve and adjust your site accordingly.
Target Low-Hanging Fruit
Once you've done a decent amount of testing and analysis, use your results. Some needed changes will be apparent. For example, local users may respond to a CTA in the right sidebar but Australian users may not be clicking. That's a low-cost, quick fix you can implement right away.
Another key indicator is your checkout flow. If you see that your only your Brazilian users are dropping off in large numbers at the payments page, it could indicate that you need to make a change. Consider the different payment types and currencies that you're offering Brazilian users.
Depending on how many countries/regions you are targeting, you'll need to prioritize global UX. Start with analytics to see where your biggest audiences are and work on optimizing UX for those sites/subdomains/subdirectories first.
In many cases, you'll need to do some digging to understand the best experience for different audiences. Unless you have an unlimited budget and boundless UX teams, you'll need to hone your efforts on one region at a time. Do your homework on what great UX looks like for your top priority regions, run some tests, and make the necessary changes. The entire process will take time, but it's better to make data-driven changes than to wing it and hope.
Hire a Professional
In many cases, your international UX needs may require the help of an expert. There are endless nuances each country and locale has when it comes to UX. Hiring an expert can be the best way to save time and resources while ensuring your site is suited for a global audience.
There is an array of considerations that experts come armed to handle. For example, certain countries hold specific colors in high regard. Utilizing those colors on your CTA buttons may significantly impact your click-through-rate. Working with someone who has knowledge of and experience with these details can streamline the entire process.
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