{"id":485,"date":"2015-10-01T00:00:00","date_gmt":"2015-10-01T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=485"},"modified":"2015-10-01T00:00:00","modified_gmt":"2015-10-01T00:00:00","slug":"empowering-users-is-key-to-improving-global-site-conversions-and-value","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/empowering-users-is-key-to-improving-global-site-conversions-and-value\/","title":{"rendered":"Empowering Users Is Key to Improving Global Site Conversions and Value"},"template":"","blog_categories":[10,5,9,15],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-485","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies-customer-experience","blog_categories-international-business-strategies","blog_categories-marketing-strategies","blog_categories-website-translation"],"acf":{"blog_short_description":"How can companies effectively inform international customers that a localized version now exists for their market? The secret, MotionPoint found, was to put the customers' needs above all.","news_inline_styles":"","blog_video_id":"","article_body":"<p>As the Internet has evolved, so too have businesses. These days, savvy companies understand that the web is the fastest and most cost-effective way to reach new customers in new global markets\u2014in those markets\u2019 languages of choice.<\/p>\n<p>  This strategy has also brought new challenges, though. One such issue: How to inform visitors at a company\u2019s primary-market website (often in English) that a localized version now exists in their preferred language, and can be easily accessed.<\/p>\n<p>  This is harder than it sounds, and many solutions have been proposed over the years. However, very few consider the website visitor\u2019s experience and voice. This is a differentiator, as you\u2019ll soon see. Solutions that address these needs can play a key role in generating more engagement and revenue.<\/p>\n<h4>The \u2018Language Link\u2019 Approach<\/h4>\n<p>  In the earlier days of website localization, many companies believed that simply adding a homepage hyperlink that sent users to a localized site would be enough to generate traffic and interest. International users would be on the lookout for such a link, these companies reasoned, and would immediately engage when they saw it.<\/p>\n<p>  In some cases, they we were right. But not in many.<\/p>\n<p>  For more than five years, MotionPoint has conducted intensive usability tests on several of its localized sites. Using our exclusive data, we\u2019ve determined that:<\/p>\n<ul>\n<li><b>If<\/b> a user knew that the website was available in another language\u2026 <\/li>\n<li><b>And <\/b>a hyperlink to that localized site was near the top-right corner of the screen\u2026 <\/li>\n<\/ul>\n<p>  \u2026then it would take users between <b>1 and 5 seconds <\/b>to locate the link and click on it. That\u2019s not especially intuitive\u2014especially since it required users to know in advance about a localized site. Then again, it\u2019s better than nothing.<\/p>\n<p>  However, not all companies embraced this method for a \u201clanguage link.\u201d Many organizations instead placed that link closer to the website\u2019s footer. Here, it took users <b>more than 30 seconds <\/b>to find it.<\/p>\n<p>  We determined that if customers weren\u2019t coming to the English site specifically in search of a localized experience, they wouldn\u2019t visit it at all.<\/p>\n<p>  That kind of attrition rate is bad for business.<\/p>\n<h4>The Geo-Location &amp; \u2018Global Gateway\u2019 Approaches<\/h4>\n<p>  An alternate solution is to use geo-location technology to determine the user\u2019s country of origin, and then automatically direct the user to the \u201cright\u201d localized website. This brute-force approach certainly drives traffic to localized sites, but it alienates users by eliminating choice.<\/p>\n<p>  Equally important, this may not provide accurate results\u2014especially in international markets with diverse linguistic demographics, such as Hong Kong, Belgium, Switzerland, Canada and others.<\/p>\n<p>  MotionPoint\u2019s Q2 2015 usability research on a major British retail site revealed that <b>nearly 20% <\/b>of all users who were automatically directed to a localized site based on geo-location <b>preferred a different localization option<\/b>. (German users led the pack in this study; 23% immediately modified the defaulted language and currency.)<\/p>\n<p>  Multinational companies sometimes use a different approach. They\u2019ll create a landing page\u2014also called a \u201cglobal gateway\u201d\u2014which permits users to select their own localized experiences.<\/p>\n<p>  While empowering, this solution brings unnecessary complexities that can alienate users. Forcing users to always start at a global gateway is inelegant, as is having them make choices from a long list of countries, markets, languages, currencies, compliance, etc.<\/p>\n<h4> The Ideal Approach <\/h4>\n<p>  This research, and much more, helped us discover another option\u2014the best option, by our reckoning.<\/p>\n<p>  MotionPoint\u2019s exclusive solution examines an inbound visitor\u2019s key behaviors, and then smartly deduces if the user would probably benefit from a localized experience. If so, it presents a suggestion for the user to access this local site. When the user confirms this choice, she is sent to the properly-predicted localized site. The user can also select another localization option, should it exist.<\/p>\n<p>  That\u2019s it. MotionPoint\u2019s solution doesn\u2019t force the user to an experience she doesn\u2019t want, and doesn\u2019t force her to search for a hyperlink to her ideal experience.<\/p>\n<p>  MotionPoint clients that use this approach have seen an <b>83% increase in traffic<\/b>.<\/p>\n<p>  As impressive as this number is, it\u2019s something we expected. After all, users are immediately made aware of an alternate website, and presented with an intuitive way for them to experience it. But we were a bit surprised by the revenue growth of clients using this approach. <b>Median revenue growth reached 109%.<\/b><\/p>\n<p>  The impact is even greater when we examine market share for an industry. For instance, MotionPoint clients targeting Spanish speakers\u2014and following these language-selection best practices\u2014had a first-year market growth of 123%, compared to a mere 11% for those who only placed a link on the site.<\/p>\n<p>  By the third year, these successful clients experienced <b>a total growth rate of 160%<\/b>, while those who didn\u2019t offer an intuitive solution grew only 17%.<\/p>\n<figure style=\"text-align: center;\"><img decoding=\"async\" alt=\"\" src=\"\/\/www.motionpoint.com\/wp-content\/themes\/motionpoint\/images\/content\/news\/market-growth.png\"><\/figure>\n<\/p>\n<h4>Wrapping Up<\/h4>\n<p>  The takeaway: To really optimize the user experience and reach the maximum value of your company\u2019s global user experience, make sure you\u2019re not adding unnecessary hurdles for your customers.<\/p>\n<\/p>\n<p>  If your company\u2019s brand strategy includes reaching new international markets, be sure those audiences are aware that you\u2019re ready, and happy to serve them. When this message is clearly presented, and users know that they can trust your website, they\u2019ll drive your brand\u2019s exponential growth in their market.<\/p>\n","article_body_code":"","news_image":{"ID":4854,"id":4854,"title":"Hero_Empowering-Key-Conversion-and-Value.jpg","filename":"Hero_Empowering-Key-Conversion-and-Value.jpg","filesize":34513,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_Empowering-Key-Conversion-and-Value.jpg","link":"https:\/\/www.motionpoint.com\/blog\/empowering-users-is-key-to-improving-global-site-conversions-and-value\/hero_empowering-key-conversion-and-value\/","alt":"","author":"2","description":"    \t","caption":"","name":"hero_empowering-key-conversion-and-value","status":"inherit","uploaded_to":485,"date":"2015-10-01 00:00:00","modified":"2015-10-01 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