Written by: Michael Lawrence
Why is localization Important?
Internet users have increasingly high expectations for the websites that they visit. One of those expectations is the ability to access web content in their desired language. Is it that important? Yes, in fact the success or failure of a company could depend on its ability to engage customers in their desired language. “If the Customer Can’t Read – The Customer Won’t Buy”
Drivers of Localization
English no longer dominates the internet
Conventional wisdom suggests that English is becoming “the world’s second language,” a language that many forward—thinking multi-national companies are adopting as their working language.
Despite the adoption of English by multi-national organizations for internal communication, statistics demonstrate the general population may be headed in a different direction.
In 1996, for example, 80% of internet users preferred to browse the web in English. By 2010, that percentage had dropped 27%. (Source)
Indeed, a growing percentage of the population is bilingual, but yet when making important purchasing decisions language preference does in fact matter.
Localization ROI can be enormous
A fundamental reason for a company to localize their web presence is to increase revenue. This is driven by the concept that “If the Customer Can’t Read – The Customer Won’t Buy”. Whether a company is attempting to reach new customers in their current market or entering a new market – it starts with localizing web content and communicating with prospects in their desired language.
The example to the right demonstrates the potential impact of localization on an otherwise identical project. The logic is clear: Higher total revenue offsets larger research & development, product development and marketing costs.
Local customers speak different languages too!
Multi-national companies aren’t the only ones in need of a multi-lingual web presence. The 2009
Census for New York City recorded 800+ languages spoken and 138 languages spoken in the district
of Queens, New York alone. Localization impacts business to business and business to consumer business models.
An Indian restaurant owner is looking to conduct business with a local food wholesaler. If the restaurant owner cannot find a local food wholesaler to accommodate his needs through a multi-lingual online ordering process, the owner might look elsewhere. If the restaurant owner “Can’t read – He won’t Buy” and the food wholesaler unknowingly will lose revenue that could hinder the current and future success of the business.
United States Language Statistics (source)
Benefits of Localization
Connecting with website visitors in their desired language requires the translation of your website’s content into another language or perhaps a variety of languages. The translation of web content can be an intricate and exorbitant project if managed improperly or an inadequate software solution is utilized. Unlike many alternative web experience management solutions, WebCenter Sites is simple to use for content contributors – Fewer contribution steps, intuitive UI & ample tooling for easy translation by non-technical users are a few examples.
It’s Time to Get Localized – with Oracle WebCenter Sites
Oracle WebCenter Sites enables the translating of web content into desired languages in a simple and cost effective way. By allowing 3rd party translation services to be easily integrated, business users are able to manage the translation process and multi-lingual content from directly within the WebCenter Sites interface.
WebCenter Sites delivers business users a comprehensive tool set and incredible functionality unlike many alternative options on the market. Granular control grants contributors and administers the ability to translate a single article, page or an entire site with simple “click-to-translate” functionality within the WebCenter Sites UI.
WebCenter Sites can effortlessly extend the web presence of an organization around the globe with multi-lingual customer experiences. By reducing the time, effort & cost that typically accompanies web content translation, organizations are able to achieve a greater return on their web experience management investment.
In addition to WebCenter Sites multi-lingual functionality, the software’s multi-channel capability delivers experiences across thousands of devices – including smart phones and tablets. Interested in learning more about WebCenter Sites? See HERE.
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