The world is an increasingly smaller place thanks to the advancements of technology. With that in mind, it’s more important than ever for sectors to offer multilingual services and support. It’s not just travel and tourism sectors that need to be multilingual and e-commerce brands increasingly need to practice what they preach if they want to serve bigger markets. The always-on telecommunications sector helps users stay connected worldwide, so multilingual user experiences are also vital. Even in the comparatively new world of iGaming, operators are growing increasingly aware of the need to reach out to multiple demographics and nationalities. The 777Casino site is said to make its bonuses available in multiple languages, while its game library is supplied by a multinational list of software developers too.
It’s also true that user experience has become an increasingly influential ranking factor for brands in the major search engines like Google. In particularly competitive markets, a slick user experience is now essential to prevent first-time users from leaving for competitor sites fast. If your brand is looking at personalisation of user experiences, check out our three compelling reasons why a multilingual approach is just as important as targeted advertising and tailored product suggestions.
Expand your brand’s reach
Did you know that just a quarter of active users online are native English speakers? That’s an insane number of people that you’re not engaging with, just because your site isn’t translated into multiple languages. Becoming a multilingual portal can open doors that you hadn’t even envisaged, creating new potential demographics of customers to drive your bottom line.
With the help of professional translation services in LA, NYC, and so on, businesses are able to easily add translated content to their websites, which helps them gain access to new markets and customers around the world. When considering what languages you should translate your website into, it is important to consider the market you are trying to reach and how large it is.
You might want to start by considering the other most popular languages spoken in your own country first. For instance, in the UK, there are said to be 540,000+ Polish speakers who may resonate better with your brand if its site was translated into Polish.
Slash bounce rates and transform conversions
In 2020, CSA Research conducted its ‘Can’t Read, Won’t Buy’ survey, which found that the majority of people (65%) prefer visiting websites and digesting content in their native language. Almost three-quarters (73%) said they would only rely on product reviews in their own language too. There was also a majority (67%) for tolerating multilingual websites.
Consequently those who land on your website from overseas are more likely to accept if a site is in a different language to their own providing there is an opportunity to translate the content into their own language. All of which helps to curb bounce rates and drive engagement that induces conversions.
Enhanced brand integrity and trust
A multilingual website also transforms the overall reputation of your brand. By showing willingness to translate your content into several languages, it demonstrates a commitment to going the extra mile for users. Localised content can also build trust, as users can consume marketing messages in a way that’s most relevant to them. Localised copy embraces traditions and customs in each targeted nation, helping your brand to become relatable and reputable in equal measure.
Put simply, a multilingual website ensures your business is understood correctly. It shows you are serious about growing your customer base and care about the finer details. In turn, all of the above should drive sustainable, long-term traffic and revenue.
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