Communicating with potential customers in their own language is important for a number of reasons. Yes, it makes connecting with the international audience easier but there is much more to it. Did you know that Google’s search algorithm determines numerous features of a website when it ranks the pages for relevance? That’s right! Translating different key elements of your online presence can significantly increase your web traffic especially when Google is able to score it as appropriate for localized searches.
Changing a few parts of your website can make a huge difference. A Harvard study shows that more than 70% of online users are likely to purchase a product if it is in their own language. 50% of users feel that website information in their own language is more than important than the price of the product. These are key findings. So what are the ways you can use content translation to boost the traffic visiting your website? Here are the top 5 ways.
You may have the urge to translate your entire website into multiple languages in order to serve the markets you are targeting. Don’t go with that urge! You should only begin by translating the core elements of the website into one language at a time. Why? This gives you a great opportunity to sit back and observe consumer behavior and the effects of translation over the next 30 days. This will also present you with a solid model of what works with your target market and what does not. When Google will recrawl and rerank your website, you will have a better sense of comparative ranking of the new pages in comparison to the older ones.
In order to determine which elements and pages you should translate initially, you can scan your analytics account and check out the ‘behavior flow’ report. This report will show you what route the customers take on your website and you will identify which pages and key elements are important on your website.
Price the Products in Local Currency
Changing the currency of your website to show the prices in local currency can really make a big difference. You can also do this pro-grammatically by offering a drop-down menu for customers to choose the currency of choice from many options. This can lessen the amount of work you’d have to do on the website and for the amount of work that the consumer will have to do (e.g. convert the price in their own currency mentally). The checkout process will also be accelerated and this whole process makes the customer feel that the website is localized according to his local needs.
Another way to localize the currency is to use a program which will detect the visitor’s IP address and change the pricing/language according to the location of the IP.
A localized FAQ or Live Chat
Live chat is a great support to online shoppers and retailers. If you are using a live chat program on your website, make sure only language competent resources are handling it. You can enable the chat across different IP locations according to the number of chat operators you have. If you do this, you can have a general FAQ file in the native language of your target audience so that if they have any questions, they can get an answer right away. Lack of FAQs in the native language may confuse the customer and send them off.
Google always rewards good quality content and you should approach your new market the way you did your current one. Any content marketing in the form of reports, blogs, white papers or free tools is an excellent way to increase organic traffic to your website.
You can start by translating your most popular features and localizing them. Once you have created specific traction, you can then create specific content pieces according to the new market. Any extra information about your product in the form of blogs can really help your sales and traffic.
Localize Social Media
Translating and localizing content on your social media accounts to the new market can increase the customer interaction with your brand and consequently drive online traffic to your website. All major social media channels can be updated in different languages without making new accounts each time.
Going through with a complete translation, transcription services and localization process for your business to increase website traffic can be overwhelming. But you can start with these smaller steps to increase website traffic and test the waters of your international new market.
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