"8 reasons to translate website content"

Nataly Kelly details why customer websites should be translated - and most of her reasons also apply to internal channels.

Like Comment

Originally published 10 July 2020 by Nataly Kelly : https://borntobeglobal.com/2020/07/10/translate-website/

Need to make a business case to translate website content? Look no further. Here are eight powerful stats that highlight why it’s important. Use these to gain support to localize your web content, so you can help drive international business growth.

1. Customers Prefer When You Translate Website Content 

 72.1% of consumers spend most or all of their time on websites in their own language. Via @csa_research    Source: Common Sense Advisory

When Common Sense Advisory did a survey of consumer preferences regarding language, they found that it’s incredibly important to translate website content. The vast majority of consumers can only be found on websites in their language.

2. Bilinguals Prefer Website Content In Their Native Language

Nine out of 10 Internet users based in the European Union said that, when given a choice of languages, they always visit a website in their own language. Source: Gallup/European Commission

Many people think companies don’t need to translate web content for Europeans because they tend to speak multiple languages. Yet, a study by the European Commission and Gallup showed that when people have a choice, they will always opt for brands that translate web content. This is very important if you have competitors that offer languages you do not.

3. Customers Might Never Find You Otherwise

Nearly one in five Europeans (19%) said they never browse in a language other than their own.  Source: Gallup/European Commission

The same study from the European Commission showed that in fact, a huge percentage of the European market never browse in a language other than their native one.

4. You’ll Address a Bigger Market Segment

 72.4% of consumers said they would be more likely to buy a product with website content in their own language. Via @csa_research  Source: Common Sense Advisory

The same study from Common Sense Advisory showed that consumers are far more likely to buy from companies that translate website content into their languages.

5. Miss Out On Half Your Total Market If You Don’t Translate Web Content 

 42% said they never purchase products and services from websites other languages.
Source: Gallup/European Commission

The European market study showed that nearly half of potential customers never buy products and services online unless those companies translate website content into their languages.

6. Language Matters More than Price

56.2% of consumers said that the ability to obtain information in their own language is more important than price. Via @csa_research   Source: Common Sense Advisory

Want a competitor analysis that matters more than price? Translate website content and your customers may even be willing to pay more for your products and services than they otherwise would.

7. The Biggest SaaS Companies Translate Web Content

The top 10 global SaaS companies localize into 17 languages on average. https://borntobeglobal.com/2020/05/26/the-biggest-saas-companies/
Source: Born to Be Global

This research shows that the biggest SaaS companies translate website and web apps into a high number of languages. The bigger the company, the more languages they offer on average.

8. Top Online Destinations Translate Website Content into Many Languages

The top 25 websites worldwide have website content in 61 languages on average. Via @johnyunker Source: Byte Level Research

The most multilingual websites in the world translate website content into 61 languages on average. The number grows every year, meaning that it’s harder and harder to be competitive online unless you’re making content available in many languages.

Ray Walsh

Consultant, www.raywalsh.net

Ray Walsh is an American communications consultant based in Prague. He has been working in employee communications for 20 years, most of those based in Europe (Germany, Belgium and the Czech Republic). He has worked in-house for UPS, INEOS Styrolution, DXC Technology, and Novartis, and as a consultant to many more. He is the author of Localizing Employee Communications: A Handbook (Content Wrangler).

4 Contributions
4 Following