A global consumer products company asked us:

How do we develop an international website strategy and still address local needs?


We answered:

The company sought international user experience research expertise from AnswerLab to benchmark their website experience, understand visitor expectations, and learn critical regional differences across North America, South America, Europe and Asia in preparation for a major site overhaul. The company had the added challenge of accommodating both consumers’ and trade visitors’ needs in their site. Specifically, the company partnered with AnswerLab to find answers to the following questions:

  • What benchmark metrics should be collected before a major website redesign?
  • How do the benchmark metrics vary across North America, South America, Europe and Asia?
  • What site differences need to be considered for visitors to the consumer site versus the trade site?


AnswerLab recommended a two-phase approach that involved:

  • An initial benchmark website intercept survey to capture both quantitative and qualitative feedback to inform next steps for the site redesign
  • Ongoing tracking of key metrics via website intercept survey as site modifications were being made in preparation for the major site overhaul

The tracking study was launched across consumer sites in eight countries in the Americas, Europe and Asia, as well as two key trade sites in the U.S. and U.K.


AnswerLab research has informed the redesign of the company’s website and shed light on the key issue, which is that a U.S.-centric design approach cannot simply be copied for other countries. The findings drove awareness that digital designs need to address localized needs, due to varying visitor expectations and how the company’s business is organized across countries.

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