The global pandemic has given rise to omnichannel eCommerce. But are you providing your customers with a consistent multilingual experience every time they engage with your retail brand? This is a critical question and key to meeting your end-user expectations. To go global with your eCommerce, you must focus on local content to make an authentic experience for your international customers.
- The top four languages of internet users are English, Chinese, Spanish, and Arabic
- By 2022, 90% of eCommerce shoppers will be divided by 16 languages
- Over 50% of internet users immediately bounce from a website if it doesn’t support their mother tongue
- Gen Z outspends Millennials in the US by $35 billion
What does this mean for your online retail brand? Customer expectations are rising so to capture, convert, and engage your audience, you need to improve your customer experience fast. But how?
Improve your international customer experience three ways:
- Harness your social media, globally
Run a check on your international assets and phrases. This is best done with a global business partner, who can help you assess your name, logo, colors, and taglines to identify any market barriers. Adjust your brand language to local expectancies, being sure to shorten sentences and fine-tune reading levels as is fit. No one likes long, compound sentences, and they’re easier forgotten. Make your message clear and concise in every language.
- Streamline international SEO
Make sure all your advertising campaigns are attuned to different time zones and holiday calendars. Leverage local celebrations, news stories, and global emotions for a consistent brand voice that’s locally focused. Do your keyword research in every language and never rely on keyword translation for SEO campaigns.
- Optimize operations
Take a look at your analytics at both the local and global levels. Pull data from your various locals and make a comparison between regions of the world. Are you underperforming with part of your audience? Reviewing your PIM systems and Category Mapping could help you make and informed strategic change in your global brand management.