4 Tips for Localisation Strategie

chris-authorBy Chris Donnelly (@donnelcs)

4-tips

Translation is only a very small part of your internationalisation process. In order to truly maximise your ROI from website localisation, you have to provide first class customer service in multiple languages. Below are 4 points to improve your localisation strategy:

Website:

  • Local URL that serves local language and local phone number. For example, Spain would be verbbrands.es and France would be verbbrands.fr
  • Multilingual SEO
  • Multilingual videos and image tag lines.
  • Automated local fulfillment

Payment Methods:

The payment method that you choose is crucial to encouraging first time buyers – you must take into account how your customers buy online in their local environment. By catering to their specific needs you will create a feeling of security and usability which will lead to less abandoned baskets and an increased conversion rate. Naturally this will encourage future shopping and referrals.

Customer Service & Support:

If your business relies upon recurring sales then providing customer service and support in their native language is crucial. Further to this, if your customers organically market you after their purchase, then native aftercare is even more important. Having an open dialogue with your customers through telephone interpreters, multilingual chat and multilingual FAQs will once again build customer loyalty and goodwill, driving future sales and referrals.

Returns & Refunds

Returns and refunds are a reality as an international retailer. Providing a full returns and refunds process in your customers native language will make the process easy to use and stress free. By doing this you will encourage far more respect and loyalty from existing and prospective customers.

Conclusion

Setting out a coherent localisation strategy is not as difficult as it seems, and we regularly help our clients in translating their domestic businesses into international retailers. The most important factor with localisation is being organised – all aspects of the business from your website to your social media content needs to be assigned to each local language, building them into your planning and forecast milestones.

The key is to start small, look for market places nearby with a culturally similar customer. For example a business selling portable electronics to the UK market could open up sales to both Germany and France with relative ease. It sounds daunting, it sounds like a lot of work, but there are companies and pieces of tech that deal with much of the complicated work. If you’d like to hear more about localisation and how you can fine tune your online model, feel free to drop me an email on hello@verbbrands.co.uk

Sources:

OC&C & Google

Capita

Iwoca

Internet world stats: www.internetworldstats.com/stats.htm

Grow Global Limited: growglobal.com