Language Translation Agency Can Assist In Globalizing Your Company’s Brand
People don’t buy what they don’t understand. Common sense right? This logic is supported by a survey by the Common Sense Advisory. The study surveyed 2,400 consumers in eight non-Anglophone countries, including Europe, Asia and South America.
The research gauged language preferences for online and language impact on purchasing decision. The findings emphasize the escalating importance of using a language translation agency to assist in website translation, often referred to as "globalizing" in Internet lingo. The study, conducted by an independent research firm, suggested that more than half of consumers purchase from websites where information is presented in their language.
"Many firms still debate whether it makes business sense for them to globalize their online marketing, online commerce sites and call centers," analyst Don DePalma said. "There is a longstanding assumption that enough people on the web feel comfortable using English, especially when buying high-tech or expensive products. Research dating back to 1998 indicates a high propensity for people to buy in their own language. Until now, there has been no large-scale behavioral study of consumers to validate this preference."
The survey reveals growing demand for localizing content, showing that only 10 percent of people, who speak no-to-little English, buy most-or-all online purchases from English websites. That figure increase to 37 percent for those proficient in English. However, even about 60 percent of those who read English stressed they prefer buying from sites in their own language.
It makes sense. For the consumer, buying products on the Web is a gamble when they can’t access all the information they need to make an educated buy. For them, it’s investing in the unknown. Savvy marketers and advertisers know that buyers need reassurance that they’re going to get what they pay for. It’s human nature. Reassurance comes from several sources. Word of mouth is one. Friends and family members influence purchases. Another major determinant is information. The buyer will actively seek information, which is why advertising, marketing and public relations are important along with packaging and product display. This is the period when customers find brochures, videos and websites useful. But if they don’t understand the lingo, will they buy?
Maybe, if you’re the only product out there. But more than likely they’ll also check out alternative products and suppliers. Your website is your sale personnel. It can greatly influence the customer, which is why even companies such as Coca-Cola and Hershey’s have localized their sites for their targeted markets. You can, too, with the help of a language translation agency, who can walk through the steps of determining what content to translate and in what languages. So step back and survey the untapped multinational market.
Perry Law is a professional translator and a freelancer from Los Angeles, California. For more information about language translation, please visit JunctionInternational.com.
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