We live in an era of personalization. Consumers want to feel valued and communicated to directly by the brands they engage with, they want to be talked to in a language and terms they can understand. That’s why it’s more important than ever for brands to have a multilingual website, particularly for companies with continental or global operations.
User experience plays arguably the biggest role in driving sales, especially when it comes to new brands to established markets keen to make their mark. Personalization doesn’t just include the recommendation of goods or services based on a user’s preferences. It includes reaching out to them in their mother tongue too.
Below are five valuable ways a multilingual website can add an extra dimension to your business.
Enhanced visibility in localized searches
It’s all well and good launching a website in English and expecting it to rank well for highly targeted search terms in English search engines, but what about overseas search engines? Without a multilingual website, it’s not easy for brands to rank for localized search terms that may differ from country to country based on their native preferred terminology.
Considering that just a quarter of all online users are native English speakers, it makes complete sense for websites to be multilingual and sensitive to the needs of other language speakers.
Diversification of your customer base
If you know that your business can tap into overseas markets, a multilingual website that reaches out to consumers in the regions you want to focus on will set you on the right path. A prime example is the Lotto 247 brand, which has recently relaunched its site in Hindi and English. It’s now geared towards those wishing to play Indian lottery games online, especially from those regions where it might prove a bit more difficult. It’s a way of setting the focus on customers to make new users feel welcomed and appreciated.
Organic growth of conversion rates
If you’re looking to grow sales in a particular country, the best approach is to present the website translated into the language of that country. Overseas visitors are much more likely to remain on a website that presents offers and information in their own language. According to CSA Research statistics, almost three-quarters (72.4%) of consumers admitted they were much more likely to purchase a product online with descriptions displayed in their own language.
Curbing your website’s bounce rate
Your website’s bounce rate will also benefit from a multilingual website. Although Google said that bounce rate is not a ranking factor, it’s a metric that shows how useful your platform is to first-time users. High bounce rates are usually a sign of poor, untargeted content.
Taking your brand’s image to the next level
Having a multilingual website is further proof that your brand has reached a high commercial level. If it’s already a dominant force in your national market and you’re ready to grow your market share overseas, a multilingual site will reflect attention to detail in your business, not to mention a sense of professionalism and quality.
There are many ways you can convert your website into a multilingual platform. There are plug-ins that can be installed into most CMS solutions today, while those who can afford it may wish to employ native copywriters to translate their website content into specific languages. This can be hugely beneficial to ensure your tone and brand message remains on-point.