Don’t let cultural ignorance ruin your perfectly good translation (and brand!)October 4, 2016
A 2014 report by Common Sense Advisory (CSA Research), concluded that 75-percent of customers in non-Anglophone countries prefer browsing the internet in their native language. Contrary to what some might believe, most internet users don’t browse the internet in English; in fact, a 2016 study by Internet World Statistics, determined that only 26.3-percent of internet users do so. By only offering English web content an services, you may be missing out on thousands of eager, loyal, globalized customers. If you’re still not convinced that multilingual is the way to go, let’s see if some of the benefits below change your mind:
- IT’S A SALES BOOSTER: The most lucrative reason to offer a website in multiple languages is simple: money. With more languages and more potential customers, there’s a high likelihood that your profits will increase. In fact, per CSA Research, 60-percent of non-English speakers never buy from English sites. Additionally, other research has discovered a strong link between time and money spent on websites and the amount of content offered by those websites in a local language.
- IT INCREASES SEARCH ENGINE VISIBILITY: In certain countries, Google, Yahoo, and MSN don’t even make the top five search engines. These nations instead rely homegrown search engines, to offer localized, translated content. So, if you don’t offer a page in that language, you’re potentially invisible to those countries. For example, according to SEO Shifu, over 70-percent of internet users in China utilize the language-limited search engine, Baidu.
- YOU’LLL INCREASE CUSTOMER TRUST AND CUSTOMER LOYALTY: Many internet users are cautious about buying products and services without information in their native languages. Once they can see a localized version, however, uncertainty decreases and the potential for new customers rises. Plus, a website in a client’s given language, helps showcase your organization dedication to its customers. As a result, your company’s amount of international trust and loyalty will see a noticeable boost.
- YOU MIGHT GET A LEG UP ON THE COMPETITION: Offering a website in multiple languages can help differentiate you from your competitors. That may not always be to your benefit, however. If your competition currently offers polylingual webpages, and you do not, you could end up losing customers who prefer to purchase from a more international brand. Whether you’re mitigating a disadvantage, or seeking a potential advantage, multilingual language support can make a difference.
- YOUR ORGANIZATION WILL GAIN INTERNATIONAL CREDIBILITY: Whether you’re a mom-and-pop shop or a multinational conglomerate, a multilingual website signals that you’re ready to work, cooperate, and think on an international scale. This may also help open the door to highly-profitable international partnerships.
As you can see, offering a multilingual website can be your company’s ticket to quick growth on a global scale. All in all, the benefits outweigh the risks. Just make certain, when you decide to undertake a translation project, that you avoid some [potentially common, costly mistakes]. If you’re looking for a company that can help you get your best ROI, and help you break into the Swedish markets, please contact Tess Whitty at Swedish Translation Services.