Can't Read, Won't Buy: The Importance of Language on Global Websites
Can't Read, Won't Buy: The Importance of
Language on Global Websites
The majority of users prefer to browse
websites that are published in their native tongue.
The
frequency and length of time visitors spend on an English-language website
relies on their proficiency with the language. Non-native English speakers
visit the website less frequently and for shorter amounts of time. If website
visitors stayed on it longer, they were 1.3 times as likely to make a purchase.
The
majority prefer to spend time on websites that are written in their native
tongue, even among those who are at ease using English. When asked, 75% of
buyers stated they were more inclined to buy products that were written in
their mother tongue.
Building long-term consumer
relationships requires a variety of skills, including language.
Localizing
all of a company's content is ideal. Over the course of the product's
existence, however, mother tongue becomes more significant. While post-sale
help must be provided in the target language, translated documentation are less
important at the time of purchase. They are less likely to make another
purchase from you if you don't offer customer care in their native tongue. In
order to establish a long-lasting relationship with a customer, language is a
crucial component.
45%
of the respondents said they would rather have a bad translation of the content
than none at all. However, poor translation won't do as the market becomes more
competitive and consumers have access to more options. As more content in local
languages becomes available online, English-language websites should anticipate
a decline in traffic over time.
Yes,
language matters, but not just that. Even many English-proficient customers
prefer to make purchases in their own tongue. The majority of individuals want
equally reachable customer assistance. Furthermore, many non-native English
speakers find it nearly impossible to make purchases from these websites
because many English-language websites lack local currency or transaction
features.
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