In our digital age, when the success of a business relies so heavily on e-commerce, it’s vital that your website and other online communications connect directly with potential clients and customers. Many studies conducted over the past several years have shown that people are much more likely to purchase a product or service from a company that communicates in the customer’s language and demonstrates an understanding of the customer’s culture. That’s called localization, and there are many ways in which your business can benefit from it. Here are just a few examples.
Employing the services of an experienced translator with localization skills allows you to better understand how other businesses market similar products in other countries and which strategies work best for your potential clients and customers. Just because an advertisement works in one country or location doesn’t necessarily mean it will work someplace else. Understanding language and being sensitive to other cultures will allow you to develop the most effective marketing plan possible for the target audience.
The Online Customer Experience
Years ago, when most businesses in this country consisted of one or more “brick and mortar” stores or locations, creating a positive customer experience was pretty straightforward. You needed an attractive storefront and a friendly staff of people on hand to answer customers’ questions. And you needed an organized store layout that allowed your customers to easily find the products they wanted and pay for them with minimal wait times. In many ways, you’ll need exactly the same thing for your e-commerce business. The home page of your website should be attractive and eye-catching, taking into consideration not only the native language of your target audience, but also demonstrating a sensitivity to their cultural norms and traditions. Your site should be easy for customers to negotiate, so that they can quickly find what they’re looking for. Online help in the customer’s native language should be available as well, so any questions can be answered as quickly as possible. And multiple checkout options should be made available, giving the customer the choice of credit card, debit card, or other online payment systems.
Growing Your Business
One important benefit to high quality translation and localization is that it allows your e-commerce business to grow. Remember that localization isn’t just necessary for your website and advertising; it’s also critical behind the scenes with SEO (search engine optimization). Your ranking on international search engines should be as high as possible in order to allow for optimum growth of your business. Remember that the most effective keywords in one country aren’t necessarily the best choices in other countries. Similarly, the most popular search engines differ depending on the country and region – Google and Bing may be the most commonly used in the US, but that is not true around the world. Effective translation and localization services will ensure that your SEO efforts are tailored for your target audience.
There’s no doubt that e-commerce is driving the need for digital localization, and it’s easy to see why. Connecting with your customers – from effective SEO to online advertising to a user-friendly website – is vital for an international e-commerce business. And localization makes all that possible.