Good localization and translation are the cornerstone of any global strategy. This is a bold statement, but communicating with customers in their second or third language will limit your potential and increase your bounce rate. Engagement is key. People respond best to their native language and will spend more time browsing your site and, hopefully, buying your product. Build it and they will come!
What is bounce rate?
The bounce rate is the number of users who view one page and then leave.
A high bounce rate is an indication of a few factors:
- The user hasn’t found what they were looking for
- The information is not easy to understand
- The site is hard to navigate
- Your web design is off-putting
- IN REAL LIFE: For example, would you choose to eat in a restaurant with cobwebs in the entrance, where the waiter hadn’t showered for days, or where the tables were dirty? Of course not. You’d rush out in seconds (this would be a real world bounce).
So how do we prevent your website from making people run for the hills? Can we just improve the design of the site and call it a day? Sorry to disappoint you, but there's more to it than that so keep reading!
“Design is what attracts, but content is what keeps us”
Maider Tomasena, professional copywriter
Content is king and it's what holds a customer’s interest and piques their curiosity to browse various pages. Think about what you want the customer to take away from the viewing experience and how you can direct them to the most relevant content.
- IN REAL LIFE: Think of a date: the person’s appearance is what first attracts you, but interesting conversation is what will make you stay. However, what happens if your date does not speak your language? Hand gestures will only get you so far, and that's why it is time to localize.
Dicho esto, ya sabes que tu contenido (tus textos) y tu diseño tienen que compenetrarse. Como tu estilo y tu personalidad.
Tu página web tiene un objetivo, tienes un producto o servicio que vender. Y este tiene unas características que pueden ser la solución a algún problema concreto de tu posible cliente. Pero, ¿qué pasa cuando tus clientes objetivo están en varias partes del mundo?
Good localization and translation: why are they important?
Good localization is sensitive to what needs to stay the same as well as what needs to change. Corporate consistency is very important, and quality localization will maintain the consistency of business objectives, tone and style, regardless of language, to produce fluent text that is culturally appropriate. However, cultural references, political statements, images and colors will need to be adapted to reflect the cultural norms of your targeted markets as well as the language of the region.
Localizing an important step to fight the bounce!
Localization is an art, and with the right maestro it can allow you to capture clients from Timbuktu to Turin. But if you really want to step up your game, it is time to put a magnifying glass to each market instead of each language. Argentines and Spaniards might share the same language, but how they use the Spanish language and react to marketing campaigns can be very different.
This is why a defined SEO strategy is essential to reaping the rewards of each marketplace. If this sounds overwhelming, don't worry. Check out our handy SEO International guide and you will be connecting your customers to engaging and relevant content before you know it.
Once you have the viewers’ attention, how do you continue to move them through the customer experience?
By optimizing your text (on-page optimization). A good SEO translator will be able to localize and translate your identified keywords and place them throughout your site without sacrificing fluency.
The result: Your website will be so appealing that viewers, regardless of which market they live in, will want a date with you ❤️ and your bounce rate will be reduced.