If you manage a site that trades over various markets and countries, you may want to think about the localisation of your site for these different areas – it can really help! Steve’s here to tell us a bit more about a recent experience.
“If done correctly, localising your site and content can really help improve your Pay Per Click (PPC) costs and help to drive additional traffic through your site and lead to an increase in conversions.
I recently worked with a company who had various sites – some localised, some not. A European site of theirs consistently performed poorly so I took a look at it and noticed something straight away – the site was too ‘busy’. While it was localised, it didn’t have a clear Call To Action (CTA) and this resulted in a poor visitor experience and a poor conversion rate. Even their non-localised Chinese site, which was cleaner and simpler, was outperforming the localised European site. A South-American site which was localised and had recently been re-designed was performing at about 17% for conversions, and this was the target.
So I went about testing new versions of the site. We use VWO for our A/B testing and this allows me define my criteria and view the results in real-time during the test. I set up new, cleaner and simpler sites – one localised and one non-localised, with a clear CTA and ran the test. And, as expected, the newer site which was fully localised, performed much better when looking at key metrics such as bounce rate, average time spent on the site and conversions.
So while I recommend localising, or at least testing localisation, on your site, you also have to make sure you get your website basics right as well to make everything work hand-in-hand and to get the best results from your website.”
If you’re looking to add localisation to your site, or already have done and want to know how best to utilise and optimise the localisation to increase your conversions, please get in touch and we’ll be more than happy to help you out.