September 21, 2009

How To Win Over European Online Shoppers

Email And Site Tips For Success In Seven Different European Markets

by Zia Daniell Wigder

with Patti Freeman Evans, Lauriane Camus, Brendan McGowan

Executive Summary (This is a document excerpt)

Many businesses, especially those expanding into Europe for the first time, take a blanket approach to the European market: Web sites are merely replicated throughout Europe with nearly identical features offered on each site. While few eBusinesses should invest the time and resources to create entirely different Web sites for each distinct market in Europe, relatively small changes can help companies take advantage of differing user expectations and behavior. This report offers both Web site and email marketing tactics for online businesses in seven European countries: the UK, Germany, France, Spain, Italy, the Netherlands, and Sweden.

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