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06 July 2017

Speak to your customers abroad in their language

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Are you having an issue reaching customers abroad? If you aim to get clients outside your region but find it challenging, there is a simple solution to getting started, translation.

You need to speak the language of the people you are targeting. If they are French, they need to read your information in French, etc.

If you are under the impression that customers will understand your language and believe that translation is not a necessity, you may be in for a shock. There is a proven link between content supplied in the reader's language and the likelihood of them making a purchase.

Common Sense Advisory surveyed 2,430 web consumers in eight countries to understand how language affected their buying behaviour. The findings concluded that:

  • 72.1% of consumers spend most or all their time on web pages in their language.
  • 72.4% of consumers said they are more likely to purchase a product with content in their language.
  • 56.2% of customers said that the ability to obtain information in their language is more important than price.

So, you can see that over half of the people are not too concerned about prices if the content is in their language. Have a look to see how many of your competitors are using translation, and you’ll find that they are already using it.

Yes, most countries can speak and read in English, but it may not be as useful as you think. A 2011 study from the European Commission verified Common Sense Advisory’s findings. The study was based on a survey of language preferences among internet users in 23 European countries. The results show that:

  • 9/10 Internet users stated that when given the option of language, theyalways visited a website in their language.
  • Almost one in five Europeans (19%) said they never browse in a language other than their own.
  • 42% stated that they never purchase products and services in other languages.

Translation is just one of many things that can be done, but it is certainly a quick and uncomplicated way to reach an international audience. It is also a method that is frequently overlooked, or people simply do not know much about. People are always under the impression that it is costly and complicated to use translation. This is something that LanguageWire can assist you with.

Still not sure this is for you? Remember that translation was still a growing industry during the recession. It goes to show how valuable multilingual websites are. The same way putting all your eggs in one basket isn’t good for business neither is creating marketing content for one language.

Contact us, and we will be happy to book a free demo and discussion tailored to your company needs.

About the author

Anders Holt
Anders HoltCCOSend e-mail

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