If your product or service is only promoted in one language on your website, non-native speakers of that language may have difficulty understanding it fully. The nuanced features and benefits of your product or service may go unnoticed, resulting in reduced engagement with your brand. For many companies, time and budget limitations can be obstacles to not getting a website translated. Too many companies rely on English being the so-called “language of business”. Don’t forget that SEO can only work in another market if your content is translated.
Can’t read, won’t buy
According to Common Sense Advisory, 72% of consumers spend most of their time online on websites in their own language. Even though many people around the world understand English to some extent, it is estimated that half of these do not have a good enough command of English to successfully navigate a website. 55% of respondents only buy from websites where information is presented in their own language. As a result there is a reduction in browsing rates for English sites, non-consideration of a product or service and a limited desire to buy. Put simply, people prefer to purchase from a site that is in their native language.
Browser behaviour
Think about your own behaviour when visiting a website. What’s important to you? Is it mainly getting specific product information or details that will enable you to assess the value or functionality of a product or service, or do you immediately look for social proof or testimonials? Some people may look for the contact details and depending on the product, the level of customer support provided. The user experience is a key part of the sales process, so you should aim to translate your website to focus on the client’s browsing behaviour. Give them enough information to make a purchase decision and reassure them with FAQs or online help and contact details in their own language.
Language over price
Common Sense Advisory also indicated that out of 8 non-English speaking countries, across three continents, 52% of consumers say that the ability to obtain information in their own language is more important than price and 72.4% say they are more likely to purchase a product when there is information available in their own language.
You need to be speaking the same language as your customer.
Want to sell to new markets? Translate your website so that buyers can read content in their own language, but don’t take this exercise lightly. You spend time and effort developing your English website and the translation is no different. It is important to consult with a professional translator who can help you avoid any cultural faux pas and convey your message accurately, to generate the same impact as the English version of your website.
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