A website is a company’s first window to the world. For a business that is looking to establish their presence in a new market, it is important that the website be smooth running and fast loading. For China specifically, this can be a challenge due to the unique internet architecture in the country.
The Great Firewall is an advanced infrastructure designed to regulate internet traffic and block access to foreign websites and services deemed inappropriate or sensitive by the government. This censorship and firewall causes websites to load slower in China than they would in other countries.
In addition to this, a lot of the data that is used for analysis is not available in China. This means that website owners will often not be able to fully understand the behaviour of their Chinese visitors.
Having a localised website that is optimised for the target audience is a great starting point to drive traffic to your site, but it’s not enough on its own. The key to success in the long term is a continual focus on driving quality traffic to your site that translates into sales and conversions in China.
A great way to achieve this is by working on long-term business partnerships with other companies that have a similar business model or target audience in China. This is a great opportunity to cross-promote and share leads and content with one another. This is a highly effective strategy and will help to increase the quality of your traffic.