{"id":754,"date":"2016-04-05T00:00:00","date_gmt":"2016-04-05T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=754"},"modified":"2016-04-05T00:00:00","modified_gmt":"2016-04-05T00:00:00","slug":"speak-the-language-win-more-business","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/speak-the-language-win-more-business\/","title":{"rendered":"Speak the Language, Win More Business"},"template":"","blog_categories":[107,15],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-754","blog","type-blog","status-publish","hentry","blog_categories-translation-technology","blog_categories-website-translation"],"acf":{"blog_short_description":"A MotionPoint global growth expert explains how market-relevant translations can win consumers\u2019 hearts and minds.","news_inline_styles":"","blog_video_id":"","article_body":"

Last December represented a remarkable milestone in the history of digital communication: nearly half of the world\u2019s population is now online<\/a>. <\/p>\n

Of these nearly 3.7 billion people, almost half live in Asian countries\u2014markets where English is a secondary or tertiary language (or not known at all). Another nearly 20% hail from Europe, another linguistically diverse region. More than 10% are also based in Latin America, where Spanish and Portuguese reigns supreme. <\/p>\n

Indeed, as more people around the world gain access to the web, English is no longer the lingua franca<\/i> of the Internet. And still, many Western companies, U.S. businesses in particular, assume global consumers are willing to read and transact on sites exclusively published in English. <\/p>\n

This isn\u2019t true. In fact, nearly 60%<\/a> of global consumers who can read English still prefer to spend time on sites in their own language. (This rises to over 80% if the consumer has limited English fluency.) Over half of these consumers boycott English-language websites altogether, even though they\u2019re proficient in the language. <\/p>\n

Unsurprisingly, about 90% of consumers who can\u2019t read English don\u2019t transact at English-language websites at all.<\/p>\n

International markets represent clear and compelling opportunities for companies to increase customers and revenue. What\u2019s the best way to reach these customers? Translated websites.<\/p>\n

Companies that launch localized e-commerce and branded online experiences for global consumers stand to win millions of dollars in annual incremental revenue. We\u2019ve seen it time and again with our clients.<\/p>\n

We recently spoke with Erdem Tokmakoglu, a Global Online Strategist with our Global Growth team, on the subject. For businesses still on the fence about the value of website translation and expansion into global online markets, Erdem\u2019s data-centric insights reveal how localization\u2014and complementary in-market best practices\u2014can deliver more traffic, conversion and revenue than ever before.<\/p>\n

Setting the Stage<\/h2>\n<\/p>\n

Consider these three key considerations businesses must make when selling online goods or services to any market, Erdem says, as inspired by a recent Harvard Business Review<\/i> article<\/a>:<\/p>\n

    \n
  1. \u201cOnline customers usually conduct a web search, in their preferred regional search engine, to find products or information to fit their needs,\u201d he says. \u201cIf your website\u2019s SEO follows best practices, the user will often find, and visit, your website.\u201d <\/li>\n
  2. \u201cOnce there, how customers interact with the site\u2019s user interface makes a big impact on sales,\u201d Erdem says. \u201cIf the user enjoys the experience, the website almost always generates successful conversions.\u201d <\/li>\n
  3. Finally, the third consideration is \u201cthe post-transactional experience,\u201d Erdem explains. \u201cThis represents how a consumer responds to the experience from an emotionally-driven, customer satisfaction perspective. If the site delivered or exceeded expectations, the customer will likely return.\u201d <\/li>\n<\/ol>\n

    At every step of this customer journey, success hinges on tailoring the experience for the proper audience. This is true not only for websites serving primary English-speaking markets, but for translated sites serving global customers, too.<\/p>\n

    \u201cA commitment to a highly-relevant localized experience goes a long way to build brand awareness, generate revenue, drive leads and increase customers,\u201d Erdem says. \u201cIf international users can\u2019t find your site, or can\u2019t understand its content, or don\u2019t know where to click, they won\u2019t trust your company. They\u2019ll leave the site without any interaction.\u201d<\/p>\n

    This is where resonant, authentic translated online content plays a critical role. Billions of global customers deserve\u2014and expect\u2014to be engaged in their preferred languages. In fact, in many cases, serving localized content is the only viable path to global growth. E-commerce sales trends<\/a> show much higher growth rates for non-English speaking countries such as China and Mexico (with 24.4% and 16.5% growth higher than the global average, respectively).<\/p>\n

    But engaging these customers requires a thoughtful approach to translation and localization, Erdem says.<\/p>\n

    \u201cBuilding customer trust requires a meaningful shift in how you communicate with people in new markets,\u201d he advises. \u201cCompanies should no longer be thinking \u2018internationally.\u2019 They should be thinking transnationally<\/i>.\u201d<\/p>\n

    Transnational Thinking<\/h2>\n

    Smart companies don\u2019t view countries simply as exploitable markets for their goods. They perceive these markets as a combination of different cultures, ideas and desires that deserve a committed and concerted approach to customer engagement. That\u2019s transnational thinking, Erdem says.<\/p>\n

    Companies that double-down on authentic, brand-faithful website translations win big in new markets\u2014often mere weeks after launching their localized websites. Let\u2019s take a look at one MotionPoint retail client that chose to serve the thriving U.S. Hispanic market with a Spanish-language website.<\/p>\n

    \u201cThis sounds absolutely crazy, but the numbers don\u2019t lie,\u201d Erdem says, smiling. \u201cIf we look back our data, in just 90 days after launching the Spanish site, the site\u2019s transaction revenue increased by over 23,000%<\/i>. And daily sessions leaped from 12 a day to over 25,000.\u201d<\/p>\n

    More success stats: the Spanish site\u2019s gross annual sessions soon hit 9 million. The average time customers spent on site? An astonishing 10 minutes.<\/p>\n

    Sessions for Spanish<\/h4>\n
    \"\"<\/figure>\n<\/p>\n

    Transaction Revenue for Spanish <\/h4>\n
    \"\"<\/figure>\n

    Average Session Duration for Spanish<\/b> <\/h4>\n
    \"\"<\/figure>\n

    This success is directly linked to website translation\u2014and ensuring those translations resonated with the appropriate audience, while meticulously representing the retailer\u2019s brand, and voice. This transcends commodity translation, Erdem says. This kind of success requires the help of skilled, brand-sensitive linguists.<\/p>\n

    Spanish sites aren\u2019t the only ones that benefit from this transnational \u201cTLC.\u201d Erdem cites the performance of an Italian site we localize and operate for another client. In 90 days, this site\u2019s daily sessions grew from 29 to 10,205. Transaction revenue increased by 7,944%.<\/p>\n

    Gross annual sessions topped out at 6.5 million. Average session duration clocked in at 10 minutes, \u201crepresentative of a highly engaged and spending user base,\u201d Erdem observes.<\/p>\n

    Sessions for Italian <\/h4>\n
    \"\"<\/figure>\n

    Transaction Revenue for Italian <\/b> <\/h4>\n
    \"\"<\/figure>\n

    Average Session Duration for Italian <\/h4>\n
    \"\"<\/figure>\n

    In both examples, MotionPoint\u2019s clients realized the benefits of horizontal expansion. Tailoring these sites\u2019 messaging improved visitor impressions, opened them to a broader audience, and increased their transaction revenue conversions\u2014all in less than 60 days.<\/p>\n

    Intriguing Markets and Final Thoughts<\/h2>\n

    For companies curious to expand into new global online markets, Erdem provides some insights on which markets to target.<\/p>\n

    \u201cMexico is an especially attractive market for American companies right now,\u201d he says.<\/p>\n

    And with good reason: last year, e-commerce transactions in the country were up 37%<\/a> over 2014, revenue was up 67%, and digital buyer penetration was up 14.4%. Companies also see a \u201cLatin American lift\u201d when they launch Spanish-language sites; customers from Brazil, Colombia<\/a> and other markets<\/a> often flock to the site, and transact.<\/p>\n

    China is another strategic market to target, Erdem says. Its increasingly-affluent populace now represents more than 20% of the world\u2019s total Internet-using population. That\u2019s currently more than 360 million online shoppers, with a 25% e-commerce growth rate, representing nearly $1.5 billion in B2C e-commerce sales.<\/p>\n<\/p>\n

    \u201cTransnational thinking\u2014in which companies genuinely value global customers, and engage them with authentic, resonant content\u2014is gaining traction,\u201d Erdem says. \u201cDon\u2019t be left out. Underestimating audiences and over-standardizing markets will reduce conversions. Global consumers expect more. Be sure to give it to them, in their languages of choice.\u201d<\/p>\n

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