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Designing Websites to Capture Global Customers

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Designing and developing websites that reach out and spark the interest of multiple cultures is difficult. Because a website is the online “face” of an organization and regularly conducts e-commerce activities it is important to build sites that are both functional and effective. Research by Dr. Kirk St. Amant examines culture, website design and the international spread of online access for businesses that want to polish their global business designs.  Cultures have an impact on how users frequent and interact with website elements. It is often beneficial to use local administers with key cultural knowledge to evaluate websites (Esselink, 2000). Providing materials, information, e-commerce, and page navigation through the eyes of the target culture can raise overall conversion rates and sales.  According to World Internet Stats in 2012 there were approximately 2.4 billion Internet users with a market penetration of 34.3% (Internet Users in the World, 2012). Growth betwe