It’s no surprise that we’re most comfortable when we get to speak in our native language. When visiting a foreign country, things might be unfamiliar which is when we are most likely to feel a little out of our comfort zones. But imagine you hear someone who speaks the same native language as yourself, you will turn around to see who it is because you feel somewhat more at home. When it comes to maximising conversions from your international audience, the same rule applies. Language will influence whether we purchase an item or not from a website.
Language has been proven to affect our behaviour considerably, in a research conducted and published by Harvard Business Review, it was found that 72% of consumers spent most or nearly all their time on websites on websites that are in their mother tongue. By having a website that only provides one language, you are potentially excluding a large group of potential consumers.
The same research also found that 72% of consumers would be more likely to buy a product if the product description provided information in their native language. As there are a vast amount of products available to purchase online, consumers are taking the initiative to research everything before thinking about committing to a purchase. If the product information isn’t in your consumers’ mother tongue, the chances of them not buying are increased.
Don’t dive head first by adding several different languages and translations on your website, start by adding one. The first one you add should be the language used most after the main language on your current website. Identify which language is being most commonly used by visitors on your website via Google Analytics. If you see a specific country is bringing in a large amount of traffic, translating your website into that country’s language would be the one you start with. Increase the appeal for customers in that country by building on your current website’s potential and maximising it.
As an example, let’s say your current website is in English but you have a lot of visitors from Spain. To increase the chances of them completing a purchase, it would be worth approaching them in Spanish. As mentioned previously, it’s not always a bargain your potential customers are after which means they could be willing to pay extra for a product that provides all the information they are after in a language they know very well.
Obviously, not every country has the same currency. By providing your potential customers with the option to choose the current country they live in and their preferred currency, this can help improve your websites conversion rate as it’s a bit clearer how much something costs instead of having to spend time calculating it in your head or Googling it.
Outlining all the prices in the customers own currency is beneficial, such as the shipping costs, taxes or any fees. By going the extra mile for them, your potential customer will have all the costs in their own currency in order to gain a clearer picture of how much money they’ll be spending in total and it saves them time instead of having to research all of this from scratch.
Targeting your audience correctly is vital in any email marketing campaign, one thing businesses fail to do is push themselves a bit further by creating targeted marketing campaigns in a different language for a specific part of their audience. This is one of the easier and quicker ways you can experiment with the effect and results translation has. This is definitely worth testing to see how your audience would respond. If you have translated your website to an additional language, let’s say Spanish, it would increase the chances of your Spanish speaking visitors completing the desired action on your website after clicking through from your email as they’ll be met with a website that is translated into their native language and the option of choosing their preferred currency as well.
There are much more ways you can cater to your audience who speak a different language than the one you have already provided to your audience.
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