With today’s global economy, your business isn’t required to serve immediate markets in your location. Digital content ensures that you can find consumers from all over the world. When going global, however, you can’t use a one-size-fits-all approach with your marketing strategy.
English is the most widely utilized language on the internet, but it’s not the only language in which content can or should be accessible. You may miss out on sales and revenues if you fail to localize your web content into the native language of your target audience.
Many people prefer platforms that provide content in their native language. Consumers are usually hesitant to make purchases if the description is in a language they don’t understand. Translation fixes this issue. Translation services allow for the localization of content for people all around the globe.
Content localization means adapting a website to a particular region or demographic. By providing content in a customer’s native language, a brand can gain a larger and more loyal following. Localization takes things further, adapting content to a specific region. Read on to learn how translation and localization can improve your conversion rates.
Benefits of Localization and Translation for Your Conversion Rates
About 90% of global firms are localizing their sites or considering localization. These companies understand the advantages that localization and translation provide to conversion rates. Some of the benefits are:
Reaching a Bigger Audience
The internet and technological advancements of the modern world allow businesses to reach a larger global audience. Through localization, your digital content can resonate with your intended market at the right time.
With a larger customer base, you can grow your business. If there is a language barrier, however, it is unlikely that consumers will choose your brand over one in their region.
Multilingual marketing lets your target audience know why they should choose you, in the language they are most familiar with. Once consumers understand what you provide, they will likely become paying clients. Having a significant volume of potential consumers will positively impact your sales. After all, a wider net catches more fish.
Stand Out From the Competition
As you target similar consumer bases, it’s likely that you’ll come by businesses that offer the same product or service. In oversaturated markets, it’s crucial to find a competitive advantage. Through content localization and translation, you can distinguish yourself from the rest of your industry.
Few brands bother with translating content for a foreign audience. Many assume that English will suffice, but fail to recognize the distinct advantages of reaching consumers in their native language.
Enhance User Experience
We’re creatures of habit and the familiar. Providing website content (and digital marketing materials) in your audience’s native language fosters familiarity. Messaging, information, and even education regarding your business is digested more easily in a potential customer’s native language.
Localization is more than transforming English into the audience’s native tongue. It involves using culturally appropriate terms, metaphors, units of measurement, and idiomatic expressions — while staying clear of off-putting phrasing. Translation and localization contribute to a good user experience.
Positive experience is the gateway to creating loyal customers and advocates for your brand.
Get the Right Traffic to Your Website
Targeted website translation and localization will usually involve multilingual website optimization. This makes it easier for people from your target audience to find your digital content. Localization also narrows down your audience, helping you effectively create content for the right demographic.
Increasing traffic is the goal for many brands out there. However, the right traffic is far more important. Localization can help you hypertarget your intended audience to boost conversion rates.
Reduce Your Website’s Bounce Rate
A website’s bounce rate is the percentage of individuals that get to a page on the site and leave. The bounce rate of your website rises when people visit but don’t go further than the page they visited. It’s your goal to reduce this number if you want to increase conversion rates.
People may leave because they don’t speak or fully understand the language on your site. If people from all over the world are visiting your website and are unable to read it, your bounce rate will increase. A high website bounce rate will affect how your site ranks in search engines.
When you have a low ranking on a search engine, people find it harder to locate your website online. Thus, your conversion rates will likely go down as well. It can be a snowball effect.
Translation and localization ensure that your audience understands the information on your site. People will stick around longer and navigate to different sections of the site if they can read and understand what is going on. With website localization, you can reduce your site’s bounce rate and improve conversion rates.
Close Sales
Potential customers are likely to become paying clients when they trust your site. Your goal is to make consumers trust your brand and inevitably make purchases. You can do that by providing an environment where everything feels natural and trustworthy.
How do you create a natural and trustworthy environment? By localizing your content. Ensure that website copy, testimonials, product descriptions, blogs, landing pages, educational materials, explanations and labels are in your target audience’s native language.
Full localization and website translation is more than just adaptation. It’s all about the user experience. Ensure that your content and imagery flow naturally.
Optimize Your Content Internationally
Individuals use their native language when searching for products and services online. Websites then match the keywords in their search and show up through SEO. If you don’t use localization as part of your marketing strategy, your website won’t show up.
For example, a clothing business in the US will use the term “pants” for their product, but people in Manchester, England, will often use the term “trousers” in an online search. Because of this, the American clothing business won’t appear in the first results for these customers.
Translation and localization will help you bypass this problem. Through them, you can optimize the content on your site for SEO and improve your conversion rate with global customers.
Enhance Customer Loyalty
Translation and localization make it easier for customers to connect to your brand. Localizing content in your target audience’s native language shows respect and consideration for their culture. Respecting the cultures of your consumers is essential if you are to become a global seller. It shows that you understand and care for customer needs.
Keep Clients Happy
By now, it should be clear that localization adds tremendous value to your marketing strategy. It allows you to bridge the gap between your brand and potential customers. From effectively communicating source material and improving targeting to illustrating respect and boosting conversions, localization is a must for global businesses. It’s a way to enhance your customer experience and maintain satisfied customers from start to finish.
Connect With Customers Globally Through Translation and Localization
If you’re a global business looking to succeed in the international marketplace, localization needs to be a part of your translation process. International Language Services Inc. helps companies of all shapes and sizes localize their technical documents, marketing materials, and more for their intended audience. Working with a professional translation service can help make the process seamless, allowing you to manage multilingual marketing endeavors, speed up product/service rollouts, and accurately translate your materials.
Contact our team today to learn more about how we can help your business succeed.
