Distinguishing Characteristics of Russian and European Internet Customers

In this article, we delve into the unique characteristics of the Russian internet audience and explore specific aspects of LEAD generation in online stores. Whether you are a businessperson observing the Russian market or already operating in Russia and seeking to enhance website conversion, this information will prove valuable.

The enigmatic Russian soul remains a topic not fully comprehended even by Russian marketing specialists. However, some mistakenly assume that by creating a Russian website resembling a European one, they will achieve similar results. In reality, this is not the case. Let’s delve into the reasons behind this disparity.

Fears

Differing Attitudes Towards Pricing

In Europe, high prices do not inherently deter customers, as long as they personally find the price satisfactory. Europeans do not require as much persuasion regarding the fairness of the price. However, Russians often need to be convinced in this regard. A substantial niche of Russian consumers exists, willing to pay 2-10 times more than their usual price for a particular product or service. The key lies in offering something of value worth paying extra for, such as a reputable brand, exceptional quality, or reliable warranty.

The price must be thoroughly justified and thoroughly tested

Undoubtedly, just like in any country, there exists a market segment where people exclusively seek the most affordable products. In Russia, such goods have faced certain disrepute, yet they can still be of good quality, and their availability has been increasing annually. Consequently, the demand for these goods has been declining. The only aspect that concerns Russians is the notion of “garage” production. Products manufactured in factories instill confidence. Therefore, on the homepage of an affordable online store, it is crucial to address the question: why are your products priced so competitively without compromising on quality? By providing a satisfactory answer, there is a high likelihood that the visitor will convert into a customer.

Is it possible for me to receive the product that I bought?

Europeans do not worry about the possibility of their online purchases not being delivered. However, Russians have frequently encountered untrustworthy suppliers. Implementing a payment-on-delivery system for a new Internet project can be an effective marketing strategy. Nonetheless, it is important to acknowledge the associated risk: a certain percentage of customers may exhibit inappropriate behavior upon receiving their goods. In the business-to-business (B2B) sector, prepayment is mandatory, and the approach is purely pragmatic, devoid of any fears or emotional considerations.

Factors related to behavior

What are the primary factors influencing behavior?

• Website visits
• Time spent on a web page
• Rejection

We will not delve into the challenges faced by resource developers, designers, and those involved in website promotion.

When entering the Russian online market, what key decisions should an entrepreneur make?

In order to gain a deeper understanding, let’s explore the specificities of Russian and European audiences, as they impact these crucial indicators of internet resource success.

Creating an online store may seem like a logical and effective first step. However, questions arise: What design is most suitable? Which products should be featured on the first page? How should promotional information be presented, if at all? How will customer reviews and warranties be handled? There are no definitive answers to these questions, as what works well for one website (“A”) may not be ideal for another (“B”). Nonetheless, let’s attempt to provide a general understanding.

The key distinction of Russian customers compared to Europeans is that Russians have a strong affinity for promotional actions. Therefore, when advertising in Russia, it is important to incorporate frequent and attention-grabbing promotions, discounts, bonuses, and similar incentives. Sharing information about new promotions every month can be an effective strategy to gain the trust of Russian customers.

In contrast, Europeans often prefer to showcase product photos and provide precise details about discounts or half-price offers on the main page. They may also choose not to prominently display promotions at all, as their target audience is accustomed to finding such information on platforms like Facebook. European users can simply click on the relevant icon to learn about promotions and news. However, Russians have a different approach to Facebook. They prefer to see news and information about promotions upfront, even considering it as a menu button. This is especially important for new visitors to the website.

Many Russian internet users are unfamiliar with the purpose of social network icons on websites.

In Russia, those who seek new experiences not directly linked to the purchasing process often look for the “forum” or “blog” icon. In Europe, however, people tend to search for icons representing popular social networks.

Of course, there is a growing trend of social network adoption in Russia (albeit with different network icons catering to the Russian audience). It is important to include these icons on your website and engage with them. However, bold and attention-grabbing advertising is currently more effective, especially when the goal is to generate immediate sales.

Here’s an illustration of a promotional campaign taking place on a thriving London-based website.

Here’s an instance of a promotional campaign taking place on the prosperous Russian website, Wildberries.

One notable characteristic of Russian customers is their preference for aggressive advertising. It’s important to note that “aggressive” in this context doesn’t imply negativity; on the contrary, it refers to the use of assertive marketing techniques. In Russia, it is almost expected to prominently display a labeled phone number on websites, which can be considered an aggressive approach. Additionally, offering online assistance further exemplifies this aggression. Russian users are inclined to stay on webpages, willingly engaging with online consultants.

On landing pages, one can incorporate various elements such as a full-screen photo of a woman in a fur coat, coffee beans pouring into a cup, a short video, or vibrant colors in the website design. European buyers have already moved past the stage where they seek vivid impressions; they prefer more subdued colors online, with a focus on prioritizing information.

It is well-known that preferences vary from person to person. In this case, a dull website design can be considered “poison,” even though it was intended to be stylish.

Bright colors on European websites are primarily reserved for advertising movies, design products, food, and children’s products. In contrast, in Russia, vibrant colors are widely utilized.

As an example, consider the banner of a mobile service provider. The design plays a crucial role here. Below is an example of a fresh idea using bright corporate colors.

The UK mobile phone operator has opted for a minimalist and highly stylish design for their Landing Page, specifically tailored to the European market.

On the page of the successful London-based online store Dorothy Perkins, customers have the ability to zoom in on the product model from various angles.

An excellent illustration of a thriving online boutique is Moscow Butik, where customers can effortlessly explore models from every angle. The store’s design actively contributes to the sales process by emphasizing essential details and presenting vital information.

Western resources commonly feature blocks, which are independent information bars. Russian entrepreneurs often recognize the importance of incorporating blocks into their websites to convey a sense of professionalism. However, blindly copying a similar Russian site can be a mistake, as it may overlook certain aspects. In reality, it can be cost-effective, but it is essential to note that Russian Internet users appreciate visually appealing elements and consider them impressive. The simplest and most effective approach is to create an online store where models can be viewed from various angles and zoomed in, as this instills confidence in users. It’s important to emphasize that such a resource cannot be created within a single day.

Russian users hold the design of an Internet resource in high regard and may leave a site if they perceive the design as cheap or lacking in quality.

One notable characteristic of Russian customers, particularly customer number 3, is their skepticism and distrust towards reviews. This is hardly surprising, considering the increasing prevalence of fake reviews in the Russian online space. However, this does not imply that reviews should be disregarded entirely. Authentic reviews hold significant value, especially when there is an opportunity to verify the information by contacting or reaching out to satisfied customers. This aspect is particularly relevant in the B2B sector, as regular consumers may not be keen on such extensive verification processes.

A similar situation arises when it comes to product ratings and online stores. European business owners prioritize genuine ratings, whereas Russian entrepreneurs tend to seek inflated ratings. Customers are well aware of this distinction.

When Russian consumers seek information about the quality of a product, they pay attention to negative reviews. However, these reviews do not necessarily deter them. For instance, if someone is searching for affordable furniture and comes across negative reviews mentioning difficulties with opening a drawer, Russians often respond calmly, reasoning that the company provides a guarantee and should have inspected the item before signing the agreement. It could have been worse. Another reaction to negative opinions amidst positive ones might be, “It’s just an outlier; this particular case doesn’t represent the overall product quality.” Meanwhile, the credibility of positive reviews is further reinforced.

In contrast, a negative review can be catastrophic for European consumers. People have different expectations and perspectives based on their backgrounds and experiences.

The primary distinction between Russian and European users lies in the Russian inclination to touch and test products before making a purchase. This is easily accomplished in physical stores, which is why not all large Russian retailers have their own online stores. In Europe, on the other hand, it is customary for all major retailers to have an online presence. However, even in cities like Moscow and St. Petersburg, there is a sense of distrust towards online shopping among Russian consumers.

While Europeans also appreciate the ability to touch and test products, they prefer to minimize the time spent on such activities. Therefore, they have developed programs that enable them to test the comfort of a car from the convenience of their computers. In contrast, Russians find automobile showrooms more suitable for this purpose. Additionally, it can be quite expensive to introduce such technological advancements to the Russian market. At most, interactive images on websites can be employed to assist customers in selecting colors, models, and other features.

In Russia, there is a law regarding the return of goods purchased from online stores. However, not all Russians are aware of this law. Including clear information about the return policy in your online store can serve as a beneficial marketing strategy.

Guarantees

It is important to address the topic of guarantees as well. Guarantees play a significant role in boosting conversion rates, both in Europe and Russia. While there may be a diminished trust in guarantees among Russian consumers due to unscrupulous practices by some businessmen, the majority of internet users do not anticipate finding guarantees on websites. They have become accustomed to taking risks.

In conclusion, it is essential to remember that only through testing can you determine what works well and what doesn’t for your website. Testing allows for the evaluation of various elements and strategies, enabling you to make informed decisions about optimizing your website’s performance.