By Dany Olier, ICD Translation General Manager
Research by Common Sense Advisory, the research company focused on global business and commerce, found that when consumers aren’t confident in their English reading skills, they spend less time on English-only websites and complete purchases at a much lower rate. In fact, they found that English proficiency determines how long people stay on a website and people who spend more time on a website are more likely to make a purchase.
55 percent of consumers prefer to buy only in their native language and 53 percent of consumers are more comfortable buying in their native language. What does that mean, exactly? It means that if you have an English-only website, your organization is missing out on about half of all consumers who’d prefer to make purchase in their native language.
On a related note, post-sales support, user reviews and navigation were the most important to localize. 74 percent of consumers were more likely to make a second purchase if post-sales support was provided in their native language, while 72 percent of users want to see reviews in their native language. Translating these sections on your website and providing international customer support will help you increase sales.
Tolerance for English-only sites will decrease as the rest of the world comes online. It’s critical for any organization looking to do business internationally to localize their online content with business translation services. We can help. Contact ICD today to learn more about our website translation services.
Sources: Common Sense Advisory. (2014). Survey of 3,000 Online Shoppers Across 10 Countries Finds that 60% Rarely or Never Buy from English-only Websites [Press release]. Retrieved from https://www.commonsenseadvisory.com/default.aspxContenttype=ArticleDet&tabID=64&moduleId=392&Aid=21500&PR=PR;
Unbabel. (2015). Can’t Read, Won’t Buy: How Localization Increases Sales Worldwide. Retrieved from https://unbabel.com/blog/localization-cant-read-wont-buy/