why language matters on global websites
DESCRIPTION
Originally a one-hour live webcast, this presentation will address those often asked, usually-badly answered questions with an eight-country survey of 351 business buyers and their buying preferences for localized business software. DePalma presented the data, analysis of what it means, and the correlations between purchasing likelihood and localized products across a range of buying cycle events.TRANSCRIPT
Can’t Read, Won’t Buy: Why Language Matters on Global Websites
Donald A. DePalma, Ph.D.
Chief Research OfficerCopyright © 2009 by Common Sense Advisory, Inc.
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About Lionbridge
Global Scale
4,600 employees 26 countries• Global network of 25,000 translators
Market Leadership
Leader in $14B services industry
• Translation and adaptation of products
and content for international markets
Global Clients
Recurring relationships with 500+
global clients• 80% of revenue comes from recurring clients
• 12 of the Fortune 20 companies are client
Hosted Technology
Web-based language technology
platform• Enhances competitive advantage
• Drives efficiency
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Introductions
Donald A. DePalma, Ph.D.
Chief Research Officer, Common Sense Advisory
DePalma has written dozens of reports since founding Common Sense Advisory, and oversaw the development of dozens more. His current research interest is natural language technology, developing in areas such as machine translation and speech recognition. Separately, his survey-based work with consumers and business buyers has yielded some of the industry’s most powerful arguments for localization.
Paula Shannon
CSO, SVP and General Manager, Lionbridge
More than 23 years experience in the translation and localization industry
Responsible for sites in 26+ countries, driving new services and sustainable solutions, ensuring the continued delivery of innovation and execution excellence to a broad range of Global 1000 customers
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Executive summary
The survey crossed three continents
Most people prefer buying in their own language
Language significantly influenced more important purchases
It takes more than local language to sell something
Global brands trump language and price
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Usual targets: France,
Germany, Japan, and Spain
(Most of FIGS
+ J of CCJK)
Attractive developing
markets: Brazil, China, and
Russia (BRIC)
An emerging market with
ties to traditional
localization markets:
Turkey
Global consumer survey details
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English-language sites attract foreign visitors
English-language sites attract foreign visitors
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International visitors spend more time at sites in their language
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Consumers prefer buying from sitesin their language
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Consumers prefer buying from sites in their own language
Language preferences do vary by what consumers are buying
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International buyers almost evenly split on home-language purchases
International buyers almost evenly split on home-language purchases
Most consumers feel discomfort in other languages, but may still buy
All otherthings being equal, consumers prefer buyingin their own language
All other things being equal, consumers prefer buying in their own language
Mother tongue content becomes more important over product life cycle
Respondents prefer bad quality in their own language over English-language content
Respondents prefer bad quality in their own language over English-language content
More than half of all visitors sometimes turn to machine translation
Brand trumps language, but language beats a lower price
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Brand trumps language, but language beats a lower price –more in some countries than others
The price-language-brand hierarchy of needs
Why foreign visitorsabandon websites
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On the global web, language and localization matter more than ever
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If global markets interest you, then it’s time to localize your websites
Consumers demand it.
Competitors will push their own local website initiatives.
The law sometimes requires it.
Your ability to market and sell grows with localization.
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Bibliography
Quarterly Business Confidence surveys
“Localization Matters” (Nov08)
“Website Globalization: The Availability Quotient” (Jan08)
“On the Web, Some Countries Matter More than Others” (Sep07)
“Can’t Read, Won’t Buy” (Sep06)
“Developing Products for Global Markets” (Jun06)
“Beggars at the Globalization Banquet” (Nov02)
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www.lionbridge.com
Knowledge Center
• Localization 2.0
• The Art and Science of Global Navigation
• The Best Global Web Sites (and Why)
View Webinars
• Building Stronger Brands Around the World: A Guide to Effective Global Marketing
• Strengthening Global Brands: Key Steps for Meaningful Communications around the World
• Building a Global Web Strategy: Best Practices for Developing your International Online Brand
• Machine Translation: Saving Time, Lowering Costs, and Improving Services
Download White Papers
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Questions?
Don DePalma [email protected]: www.commonsenseadvisory.com
Blog: www.globalwatchtower.com
Twitter: @CSA_Research
Lionbridgewww.lionbridge.com