Visits from outside the UK make up 18% of the ecommerce traffic to Stitch Craft Create but convert to purchase at less than 25% of the site average. There’s clearly an opportunity for us to do a better job of looking after our international customers.
This infographic from econsultancy was a helpful reminder of the potential scale of international ecommerce business. I thought it interesting that the UK ecommerce market was only 1/3 the size of that in the US, given the population difference is 1/5. It demonstrates that the UK consumer is well tuned to shopping online. Also, the relative size and spend of the Australian customer base was notable, we know that there is a thriving craft market in Australia so this was another pointer of opportunity.
To take advantage of these potential customers, we’ve made some simple changes to our ecommerce sites. The first is to show prices in local currency. Through a simple dropdown selection in the top right navigation you can choose to display prices in GBP, AUD, EUR, NCD and USD – so picking off the Australiasian, European and US customers as targets. All prices convert to local currency, although at the moment the final check-out is still in GBP – this total value is confirmed on checkout.
The second is to improve our international shipping rates, a change that will go live in the next few days. Through a new carrier relationship, and a little subsidy, we’ve reduced basic shipping to these markets from the equivalent cost of £12 to £4. A huge difference and I hope the big driver in improving conversion. Customers can elect for a more premium (tracked) route for £10. Meanwhile, to incentivise bigger baskets, global shipping on orders over £50 is free.
It’s going to be interesting to see how our global ecommerce conversion rates improve with these improved services. In addition, our soon to be relaunched download store will obviously have no shipping barriers from wherever you are in the world and I hope we will be able to drive more revenue to that as a result of pricing in local currency.