This article on China User Experience is another in our simple basic “what is” series written for beginners or novices. It is not an indepth, tech dissertation.
Uengager: UX- Making ❤ with Chinese Consumers
Chinese consumers expect to be wooed. They want to be a part of your brand and feel valued. Only then will they open their hearts and become your loyal advocate and customer
- Companies primary aim is to generate a profitable income
- Search customers primary expect to solve a problem
- UX perspective should ensure your aim meets consumers expectations
- Uengager helps your site satisfy consumers needs
Most companies, brands, corporations, web site owners, large or small, spend considerable time and money developing, optimising, promoting, marketing their site.
Obviously to attract visitors, hoping they will buy a product, use a service, read one of the affiliate links or ads.
Ultimate aim: to generate income- make money.
That’s their goal and expectation. As business owners, marketing professionals we all understand that.
What about users?
They have expectations too.
To appreciate and understand this, we go back to the start of the “customer’s journey,” focus on the customer- not us.
This is the beginning of UX- focusing on our consumers.
Customers usually begin their journey with a “problem.”
Maybe they have a dinner date, need a recipe for fail safe Thai curry chicken. Want to know how to grow tomatoes, looking for a plumber, new dress.
Visitors are unique, individuals with, relatively, unique requirements or problems.
They search online for solutions; that is “THEIR” expectation or goal.
Users expect that your website meets their goals
Marketing from a UX perspective means your strategy should ensure your site meets your user’s expectation, solves their problems.Bicyu.com
Sadly, many business owners and marketing professionals tend to lose sight of that.
Because many times, users search for something, read the “Title” and “Description” in SERPS, open the page to find it is nothing like what they searched for?
To be successful, marketers need to think from a users perspective- not our own.
Optimising for User Experience
“Optimisation” – the old SEO can partially achieve this but we talk more about that here in China Optimisation.
This means checking your code, image sizes etc to make sure your page loads quickly and isn’t going to incur search engine’s wrath and a penalty.
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Great UX- Chinese or otherwise- also means content- does your site do what it says on the lid- the Title and Description?
If it doesn’t, users will hit the back button- too many back buttons, search engines start demoting your site.
The foregoing applies to shoppers or your visitors generally, a universal observation. The same holds true for Chinese. However, Chinese users bring an additional mindset to the equation. Apart from finding solutions Chinese also look for an engagement.
They need to feel part of the brand.
They seek something they can tie into. We talk more about this in Content Marketing for Chinese Consumers
Engagement isn’t built on Insults.
One more not so small detail to consider when marketing to Chinese customers. Well, two more actually. Language and art work, specifically images. But before we jump in, let’s explain something.
Like most nationalities, Chinese are proud of their country, their culture, language etc. Probably understandable, yes? Most people are.
However, figure in where the great majority of Chinese were, say 30 or 40 years ago and where they are now then you have a very real, intense national pride and sensitivity to insult. Just ask Dolce and Gabana about that.
Before we move too far ahead, don’t forget to consider font and colour. Colour is very emotive. In any culture. But different cultures have different perspectives on colour. For example, western people associate brides, marriage and happiness with white. Asians think of death.
Do some research before you jump in with the paint pot. Rethink that lovely pastel font on the light background? Make it a good contrast so your visitors don’t have to strain to read it. Likewise font style and size. Sure you may have 20/20 vision. But not everyone has. Don’t make them struggle with a size 10 font or have to resize your page. That is not good UX in any culture.
So, if you are going to target Chinese viewers and expect them to open their wallets and buy your goods, not only should they be world class of exceptional quality, but also you need to give them a darned good reason- as we said above. But try not to insult them in the process.
If you have a Chinese facing website, translate it into their language.
Don’t just use Google or Bing translate. Most times it makes no sense.
Ever struggled to understand the computer generated English in your instruction booklet? Nuf said!
And bear in mind there are a few variants of Chinese.
That used in Taiwan or Hong Kong is different to that used in the Mainland. Yep, it sounds the same and they can easily chat, but the written language is different- not every Chinese can read it.
Lastly, for this bit, for goodness sake, think about your images. If you’re marketing a product to Chinese why have pictures of fat Europeans featured? Unless their is a serious reason otherwise, spend some more money, invest in images of real Chinese in real situations interacting with your product. That builds ❤
We said at the start, Chinese need to be wooed and also want to feel part of the brand. They need a relationship, and engagement. If you serve them a crappy webpage in English or worse, a form of Chinese that makes little sense with pictures of anything other than Chinese, how much engagement will they feel? What sort of relationship is that?
You might as well come right out and say,
“Hey Chinese, we don’t give a rat’s bottom about you, your culture etc, we just want your money.”bicyu.com
Because that is exactly how most Chinese are going to read it.
Ok, now you would think, yeah, so what, that is common sense. Only a fool would take that route. We would agree. But you would be surprised just how many brands do just that.
The bottom line
As a business you will understand the concept and importance of: “the bottom line.”
But it is equally important to your users, your consumers also.
Time is money-for you – and customers
They don’t want to waste it figuring out how to use your site.
There are many SaaS apps you can add to your page.
Watch visitors achieve their aim quickly and smoothly.
A superior User Experience isn’t just good for them, it’s good for you too. A friendly first time user welcome and induction strengthens your brand, increases customer retention rates, builds customer love and loyalty.
*Articles coming soon.
If all this sounds like it might be beyond you and your team or you have questions, no worries. Talk to Everlyne (or Peter. ) They built this business back in 2003 and enjoy helping other foreign brands safely navigate the China marketing waters.
Take a peek below at some of the ways the Uengager team can help you in China.
How can Uengager help you use MarTech in China?
No two brands, companies or organisations have exactly the same needs or wants. Below are our most common services, but if there is something you specifically want, talk to us. We will create a bespoke situation just for you.
Baidu Optimisation – SEM
Baidu may look like Google or Bing, but under the hood it is a different beast. Eg: Baidu still recognises keywords.
When most people think of website optimisation they tend to associate it with SEO. Setting off arm bells. Rightly so.
However, it is important not to confuse the name- which became synonymous with cheats, liars and crooks, with the actual scientific process.
But if we look at it from the perspective of CEO -Customer Experience Optimisation- then it begins to make sense to ensure your website performs at its best. Yes?
Many companies believe they take it seriously, but oft just “pay lip service” by limiting it to their customer support staff.
But, to be successful in China, or anywhere, a brand needs to portray a unified image and message throughout its total consumer interaction.
That means having the entire staff on board, from the cleaning lady to delivery drivers down to the C Suite and CEO- maybe you!
It must be company wide- or not at all.
Talk to Everlyne about a training or update program tailored to your team, your budget, your needs.
Social Media; WeChat, Weibo
Chinese use social media for almost all everyday situations from booking tickets, paying accounts, ride hailing, shopping, travel, entertainment news and relaxation.
Mobile is the GOTO medium of choice, WeChat the current platform of choice.
Social Media could be your main branding, sales CRM and data tool in China. Introduction to *WeChat Operation.~
Marketing, like many things in China is in a state of constant flux. It is difficult for in house teams to stay ahead or even up to date. Uengager can help.
Are you interested in current, breaking China business, marketing and tech news? Do you want more than the shallow, sleazy, salacious stories you read in western media? Follow us on Aim2D and always be up-to-date with today’s China.
Hello, Nihao, I’m Everlyne, I began Uengager as a SaaS MarTech company back in 2017. I am also a key note speaker, lecturer and KOL on MarTech in China.
In 2003 I co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bicyu / Aim2D. I am CEO of both companies, facing customers.
I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers, so please, drop me a line below, or give me a call.