Top 20 Countries Where You're Losing Sales

Many people visiting your website end up not buying. Many reasons for this but I'd like to focus on a very overlooked one: Purchasing Power Disparity. In other words, your price being too expensive compared to the average salary in that country.

Building Exportator, I'm in an interesting place to gather data around visitors' origin and actual sales. I've looked at the difference for each country between the share of visitors coming to a sample of websites and the share of revenue they generated and made some interesting findings.

Here are the top 20 countries that could be visiting your website but not converting to paying customers

1. India 🇮🇳

Revenue: 1.84% vs Visitors: 13.20% 👉 Difference: +11.37%

2. Indonesia 🇮🇩

Revenue: 0.09% vs Visitors: 3.02% 👉 Difference +2.93%

3. Philippines 🇵🇭

Revenue: 0.19% vs Visitors 2.52% 👉 Difference: +2.33%

4. Brazil 🇧🇷

Revenue: 0.82% vs Visitors 2.49% 👉 Difference: +1.67%

5. Pakistan 🇵🇰

Revenue: 0.00% vs Visitors: 1.59% 👉 Difference: +1.59%

6. Ukraine 🇺🇦

Revenue: 0.00% vs Visitors: 1.41% 👉 Difference: +1.41%

7. Turkey 🇹🇷

Revenue: 0.17% vs Visitors: 1.41% 👉 Difference: +1.24%

8. Italy 🇮🇹

Revenue: 0.94% vs Visitors: 1.95% 👉 Difference: +1.01%

9. Egypt 🇪🇬

Revenue: 0.00% vs Visitors: 0.89% 👉 Difference: +0.89%

10. Malaysia 🇲🇾

Revenue: 0.08% vs Visitors: 0.92% 👉 Difference: +0.84%

11. Bangladesh 🇧🇩

Revenue: 0.08% vs Visitors: 0.86% 👉 Difference: +0.78%

12. Morocco 🇲🇦

Revenue: 0.00% vs Visitors: 0.70% 👉 Difference: +0.70%

13. Nigeria 🇳🇬

Revenue: 0.01% vs Visitors: 0.70% 👉 Difference: +0.68%

14. Vietnam 🇻🇳

Revenue: 0.00% vs Visitors: 0.52% 👉 Difference: +0.52%

15. Argentina 🇦🇷

Revenue: 0.18% vs Visitors: 0.62% 👉 Difference: +0.44%

16. Portugal 🇵🇹

Revenue: 0.11% vs Visitors: 0.53% 👉 Difference: +0.42%

17. Saudi Arabia 🇸🇦

Revenue: 0.11% vs Visitors: 0.46% 👉 Difference: +0.36%

18. Iran 🇮🇷

Revenue: 00% vs Visitors: 0.35% 👉 Difference: +0.35%

19. Serbia 🇷🇸

Revenue: 0.10% vs Visitors: 0.42% 👉 Difference: +0.32%

20. Thailand 🇹🇭

Revenue: 0,09% vs Visitors: 0,39% 👉 Difference: +0,30%

Limitations to this data

Granted, this data is not perfect: It takes into account a limited sample of products. There is also an over-representation of French products since I'm French. Therefore it should be taken with a grain of salt.

That being said, it gives you an idea of countries that already have an interest in your thing, but don't convert. You might want to check for yourself if that's also your case. To do it, simply extract your favorite traffic analytics data, then your money analytics data, sort them by country, and make the difference. You might be surprised

Increase your sales from these areas

Parity Pricing consists in adapting (not discounting) your price for optimal conversion in each country in the world.

Some countries will only require 15% off, others 70% off. But if you're selling a digital product, your marginal cost is probably a few cents, so that's better than $0.

If you don't feel like making the math and dealing with currencies, the ideal solution is to offer promo codes to visitors based on their location.

Some basic tools like ParityBar allow you to do this for free. Exportator is doing it securely (VPN/proxy protection, unique coupons), and easily for marketers to see the increase in sales from emerging countries (analytics, charts, history of conversion by discount over time, etc.)

Do you have questions about this? I'd love to hear your thoughts!