How Do You Measure Impact of Localized Digital Content?
How do we measure and understand ROI and the impact of localized, digital content? This is an increasingly important question that many localization and content professionals need to be able to answer and show evidence to stakeholders and C-suite executives.
At LocWorldWide42, the first event virtual LocWorld, Conversion and Analytics Director at Welocalize, Ryan Webb joined Nancy Ferreira da Rocha, Senior Localization Program Manager at FedEx Digital International to discuss the challenges localization teams face when measuring the performance of digital content. Nancy’s team run FedEx.com and TNT.com, as well as other B2B sites and booking/tracking tools that reside under the company’s digital portfolio which supports over 450,000 employees around the world.
They identified key steps to helping brands and internal teams to become more digitally savvy when it comes to using data and analytics tools to measure content impact:
AVOID TRADITIONAL LOCALIZATION METRICS
“It’s the infamous triangle – quality, speed, and cost – that have been used in the past to measure localized content. These are quite internal and don’t take into consideration the impact the content has on the customer.” – Nancy
In a traditional setting, some teams find it challenging to analyze user performance data – whereas some digital-native organizations use performance data because it’s in their DNA. They don’t think, ‘How are my linguistic KPIs doing?’ But ‘How is the customer responding to this content?’
Global digital content plays such a key role in overall customer experience. It’s crucial to be driven by the customer and not goals that satisfy an internal audience.
DRIVE A CHANGE IN MINDSET
Measuring the impact of localized content is part of digital transformation, and that involves a change in thinking. Get teams on board to a new way of thinking and demonstrate how data and analytics help drive success for everyone – especially the customer.
HAVE A CENTRAL, GLOBAL APPROACH
“For international companies, it’s difficult when you have teams fragmented across the globe and they may have some very relevant local knowledge but you if you want to standardize a new approach, or roll out a new methodology, such as moving towards performance metrics, it can be really difficult.” – Nancy
There are a lot of ways a centralized approach can benefit localization teams. If tools such as content management systems (CMS) and translation management systems (TMS) are centralized, managing multiple language variants for websites can be easier to manage and collate data from as you can see exactly which pages are being visited. Even a small update can trigger a lengthy process if the page is in multiple languages. Looking at the data and site traffic can help you identify whether pages need to be updated across ALL languages.
“Look at the metrics that matter. Move from those traditional metrics to those that actually give you information, things like pages viewed, how long are people spending on those pages, are they engaging with multiple pages, are they clicking to download the PDF? This approach analyzes customer response and action which is what ultimately impacts ROI and content performance.” – Ryan
USE A/B TESTING
Within digital marketing, testing is a given. Run a simple test to see which content versions perform well. Within localization, testing can help establish the performance of human translation vs. machine translation (MT) to determine how and where localization teams can use MT. A/B testing can also help to measure the effectiveness of in-country reviews which can be a time-consuming part of the localization workflow. Do we really need in-country reviews or does it simply add complexity and delay to getting the best, most up-to-date digital content out there?
“Keep testing simple. If you don’t have time or resource to do A/B testing, then simply measure impact before and after to establish a benchmark. You can compare translations where you’re not doing in-country reviews vs. where you are. That way, you start building up confidence and build the scope and business case for A/B testing in the future.” – Ryan
BE INVOLVED IN CONTENT CREATION UPSTREAM
“Localization is often an afterthought and one of the last steps before content is rolled out and published. That’s why teams don’t get a chance to influence the performance metrics. If you’re part of content creation, and know the target audience, you can be part of setting the KPIs.” – Nancy
If you registered for LocWorldWide42, you can listen to Ryan and Nancy’s full session ‘How do you Engage a Global Audience? Measuring Performance in Multilingual Digital Marketing’ which is available to watch on demand until 30 September 2020.
Want to learn more about Welocalize’s digital solutions and how to measure multilingual content ROI and performance? Connect with us here.