Estonian Exporters Losing Millions Online

Back in 2005 I wrote a post about website credibility – its an area close to my (professional) heart.

Estonian exporters who have English language content on their websites need to pay close attention to a recent article on BBC which reported that poor spelling is a serious problem for the online economy and comments that “a single spelling mistake can cut online sales in half.”

I would go further than that. It’s not just about spelling but also grammar and tone and a bunch of other factors that negatively impact an organisation’s credibility online and this is backed by research from Stanford University too (that I hungrily studied for many years)

In the article William Dutton, director of the Oxford Internet Institute at Oxford University, says that in some informal parts of the internet, such as Facebook, there is greater tolerance towards spelling and grammar.

“However, there are other aspects, such as a home page or commercial offering that are not among friends and which raise concerns over trust and credibility,” said Professor Dutton.

He added “Spelling is important to the credibility of a website. When there are underlying concerns about fraud and safety, then getting the basics right is essential.
When a consumer might be wary of spam or phishing efforts, a misspelt word could be a killer issue.
You get about six seconds to capture the attention on a website.”

Altex Marketing has run numerous website credibility evaluations for Estonian companies.
We still see a huge number of poorly written sites.

If you are an Estonian exporter and would like a free initial consultation about how online credibility can improve the performance of your website and ultimately increase the volume and value of your online sales and leads then please contact me for further information.

Typical cost of a report is 500€ but more for very large sites.

Why spend thousands of euros on promoting a site when a few hundred euros on credibility testing can tell you what you need to do to significantly increase your current website conversion rate within your current traffic/visitor levels?
Doesn’t make sense, does it?

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