How SurveyMonkey Expanded Internationally: Insights from Selina Tobaccowala
In 2010, only 15% of SurveyMonkey’s revenue came from outside the United States. Fast forward five years, and the company achieved a remarkable 45% international revenue share, supporting 17 languages, 28 currencies, and securing a spot among the top 500 websites on Alexa.
Here are 10 valuable tips from Selina Tobaccowala, former President and CTO of SurveyMonkey, on growing your business by successfully entering new international markets:
1. Invest in Country-Specific Domains
Country-specific domains (e.g., .de for Germany, .fr for France) are critical for improving your search engine rankings in local markets. A localized domain signals relevance to users and search engines alike.
2. Adapt Your UI to Local Language Lengths
English is about 1.5 times shorter than many other languages, which can significantly impact your user interface (UI) design. Make sure your UI accommodates longer phrases without compromising the user experience.
3. Cater to Cultural Preferences
For example, Japanese users often prefer livelier and busier homepages compared to the minimalistic designs popular in Western markets. Understanding and adapting to local aesthetic and cultural preferences can boost user engagement.
4. Localize, Don’t Just Translate
Tailor your content to meet the specific needs of each market. A literal translation of your existing content won’t suffice—localization should reflect the priorities, cultural norms, and expectations of the target audience.
5. Offer Market-Specific Payment Options
Payment preferences vary widely:
- Germany: Bank transfers dominate.
- France: Carte Bleu is a popular payment method.
Accommodating local payment methods is essential for maximizing conversions.
6. Understand Tax Regulations
Each country has unique taxation laws that must be accounted for when pricing your products or services. Ensure compliance to avoid legal or financial complications.
7. A/B Test Pricing Across Devices
Global users access websites on multiple devices, often switching between them. Use A/B testing based on actual users, not just cookies, to determine optimal pricing and engagement strategies.
8. Monitor Currency Exchange Rates
Exchange rates are subject to constant fluctuations, which can impact your pricing strategy and revenue. Stay updated to ensure your pricing remains competitive and profitable in international markets.
9. Address Data Privacy Concerns
International customers are increasingly cautious about where their data is stored. Whenever possible, store local data locally to build trust and comply with regional regulations, such as GDPR in Europe.
10. Prioritize Android in Mobile Strategy
Android dominates over 80% of the global smartphone market, making it a key platform for reaching international users effectively.
The Global Opportunity
With 9 times more smartphone users outside the U.S. (1.6 billion vs. 188 million) and an annual growth rate that’s twice as high internationally (24% vs. 12%), global markets offer immense opportunities for growth. By implementing these strategies, you can position your business for international success and capture the untapped potential of a rapidly expanding global audience.