Getting Started in China - Your First Chinese Landing Page
WRITTEN by: Bill Sterzenbach |
If you're preparing to expand your online presence into China, congratulations! You're about to embark on a rewarding, exciting adventure into a very vibrant and responsive market.
In order to get the most out of your first landing page, here are a few basic tips to help you get off on the right foot.
Keep it Simple
Ensure that you are using simplified Mandarin for your character set. Baidu (the most popular search engine in China) indicates that they see as much as a 80% bounce rate for sites not using simplified characters. Simplified Chinese is "the standard" in mainland China for websites.
For most anything you’ll want to do in China, be prepared with at minimum the following information:
- Name, business name and contact phone number
- Passport or ID copy
- Current Address Worldwide(street, number, postal code and city)
- 2 forms of proof of address. These could be 2 copies of different utility bills, however, please note that the documents:
- Should be no older than of 6 months;
- Should be addressed to the same end user, whom you have indicated earlier;
- Should necessarily include end user's address. PLEASE NOTE: In case registration process is performed under a company name, the company’s registration certificate shall be provided instead of passport or ID copy.
- Your business registration certificate
- Proof of the employment status of the authorised signatory
- Do you have an official company stamp (Chop)? The name on the company stamp must EXACTLY match the name on the business registration certificate.
Creating a landing page for China is no different than creating a landing page anywhere else. You must ensure that you have the minimum measurements in-place to track whether your program is successful. Analytics (such as Google Analytics or Piwik) and basic call tracking are a must.
From time to time your site may be blocked in China. There is little predicting this, so you should prepare. If you use third-party analytics such as Google Analytics, they may be blocked periodically. When this happens, your site may be operating fine, but your third-party tracking software may not be loading due to being blocked. I suggest combining whatever third-party analytics you use in conjunction with Piwik or some other hosted analytics tool. If you are using a hosted analytics tool, and your site is periodically blocked in China, you'll keep your actual visits and analytics data aligned as if one is blocked, the other will be as well.
It’s important to have proper call tracking in any campaign. This is possible in China, but as with all other elements of your website, there are a few more steps. You’ll need to be prepared for a bit of a process, but it’s quite do-able to setup a tracking number for your Chinese landing page. We suggest using CallTracks - they are experienced in international tracking and are great people to work with.
It’s pretty critical that your site loads well in China and that it appears to be loading from China. If you are not directly hosting in China or using a host with a CDN in China, we suggest using Cloudflare. Cloudflare will give you great responsiveness for your Chinese visitors and allow you to keep your hosting here in the states. We regularly test page load speeds from our servers within China and have found Cloudflare to offer exceptional load speeds.
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Go Get 'Em!
Have some fun with it! China is a great opportunity - especially for b2b folks. The most important part is getting started - getting over the initial hurdles is tricky in any new market, but once you've gotten banged around a bit, I promise it gets easier! Starting with a landing page is a great way to "dip your toe" and will give you small incremental wins that can lead in time to larger initiatives. Watch for future posts outlining more specifics on succeeding in China, we expect to do a series on this topic in the near future.