In this age of digital business and mobile marketing, it is not enough to have a website and mobile application to draw in customers. Competition is quite high, with new trends emerging every day for faster business development. Localization is one among these trends. It doesn’t matter if your business is small, medium, or large; localization has proven to increase sales and conversions.
Localization is not the mere translation of your online content into the local language. It includes building a sites using graphics, date and time formats, currencies, and phrases your target region can identify with. A simple translation service cannot capture the cultural sentiments of that region. By localizing content, you are able to talk to customers in their own language, thus, bridging the language and cultural barrier.
So, what happens when you localize your website content? It leads to an increase in sales and conversions. Here’s how:
1. It speaks to your audience –
The primary function of localization is to target customers by region. When you put in the effort to speak to your customers, it shows that you value their relationship. This will make them visit your site more often and helps build a solid foundation for your business in that region.
2. Users stay on the site longer –
Customers who visit a non-native language website turn away from it faster than when visiting a local website. There’s no point in seeing something that you don’t understand, is there? Customers are more likely to stay longer and make a purchase if the website is in their native language.
3. Targeted sales –
Every country has its own perks and preferences. Localization helps identify these preferences, making the website appealing to its audience. For example, Hello Kitty is more popular in Japan and other Asian countries than in the Americas or Europe. Therefore, it makes sense to target the Asian market for better sales of Hello Kitty merchandise.
4. Localize your business –
Many people prefer buying local than global. Localization turns your business into a local fixture. By using region-specific keywords, phrases,
and language, you can get more traffic to your website and, in turn, more conversions.
5. Keeps business afloat –
Yahoo! is the perfect example of a business that has sustained due to localization. Despite its recent devaluation, Yahoo! Japan is still going strong. Notwithstanding tough competition from heavyweights like Google, it’s still one of the most visited sites in the country. The main reason for its sustained popularity is localization. The site is built keeping in mind the needs of its local audience.
6. Increases return on investment –
Localization helps build brand awareness, improves traffic to the website, and increases conversions. This, in turn, leads to increased brand loyalty, credibility, and higher profits. Additionally, you are able to do all this with a small investment in localization.
7. Cut customer support costs –
When you localize your website, customers are able to find solutions easily and do not have to depend on a customer support executive for assistance. Localization helps reduce customer support costs, allowing you to invest more into expanding the business.
8. Easy payments –
Localization, by enabling local credit cards, currencies, and varied payment methods, makes transactions easier for customers. Ensuring the availability of a familiar payment method leads to more sales, conversions, and revenue.
Customers prefer a business that cares about their needs and requirements. Even if you price your services higher, they are more likely to buy from your localized site rather than from one which isn’t in their native language. Localization involves a considerable amount of cost, time, and effort. You should view it as an investment (with a high turnover) than an additional cost.
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