Creating the best online experience lies at the heart of many global marketing strategies. According to Fortune.com, consumers are buying more online than in stores, which is driving brands to target and serve emerging global markets. Developing a targeted local web experience that accurately reflects a global brand can be a challenge but is crucial for the success of any digital marketing strategy.
Here are five reasons why developing culturally adapted web content creates global reach:
ONE: Around 30 percent of website users come from search engines. Searches will be conducted in the native language of the searcher. If your site is only in one language, it won’t get ranked in search results in other languages.
TIP: Localize SEO and digital marketing activities as well as website content.
TWO: Even if you think your target country speaks one unified language, check. In Germany, 15 million people don’t speak German as their mother tongue. According to the United States Census Bureau, 230 million people in the U.S. speak English as their first language and 38 million speak Spanish. Nearly three million people in the U.S. speak a Chinese dialect such as Mandarin or Cantonese. Only 27% of Internet users speak English as their first language.
TIP: Know the demographics of all online communities you wish to reach and localize digital content accordingly.
THREE: Although many people speak a second or third language, most people stick with their native language to surf and shop online. According to Common Sense Advisory, 55% of consumers prefer to only buy in their native language, 72% of consumers spend most or all of their time on websites in their own language and 90% choose a native language website when available. If you’re selling your product or service online, then language and cultural adaptation is a crucial part of the overall digital strategy and website design process.
TIP: If you want consumers to buy your product online, sell to them in their local language.
FOUR: In addition to language, cultural differences impact website usage. Choice and preference of color, image, navigation and site structure can vary from region to region. The design of the user interface can affect a user’s experience and greatly affects the ability to keep users engaged and the site bounce rate. Websites and landing pages for well-known global brands can significantly differ across geography. For example, if you visit the McDonald’s website in each country, it maintains the global brand look and feel but each local site has subtle differences to cater to each market.
TIP: It’s not just about language and words, but every aspect of the online journey including visuals and navigation.
TIP: Remember any website content that may be subject to local regulations. Engage a language provider who has experience in translating compliance and regulatory content.
Contact us at firstname.lastname@example.org for expert web localization solutions. For expert guidance and tips to localize your website and expand your global reach, read Welocalize White Paper: A Guide to Web Localization