Calculating ROI From Website Localization

[email protected] www.milengo.com

Calculating ROI From Website Localization


Rob Davies


Rob Davies

Marketing Manager

• Webinar is being recorded and will be

made available

• Slides will be available with the recording

• Details of how to access the recording

and the slides will be emailed after the

webinar

• Q&A at the end; use the chat box to

submit questions during the presentation

Introduction


What is your objective?


Launch Grow Improve Save


New markets

Opportunity for growth in the face

of an economic downturn

More and more people online


Users are becoming more demanding

in their search for information

Multimedia content is increasing rapidly

Opportunity to build a brand

Translation


Dig into the Data should drive the need

to go global online

Understand visitor

behaviour

Check out the competition



Ask for a

Make contact with

Localization Vendors

Get some consultation time

Ask for a detailed quote with

time and cost breakdown


1. Why? Formulate an

objective

2. How? Make sure you

consider extras like

multimedia and rich content.

3. Dig into the data

4. Make a plan

5. Get a quote


Gather the following


Step Average Monthly Site Visits

• Total amount of visitors

to all your sites

• Filter out internal traffic


Average Monthly Visits, Source and Target Language

• Split out the number

of visits by language

• Use browser language

settings for better

accuracy

Step


Step Success Events

• Conversions

• Transactions

• Lead capture

• Monetary value


Step Source and Target conversion rates

• The percentage of visitors in the

source and target languages that

convert each month

• How many sales or how many

leads?


Step Target Language Traffic Increase

• Dependant on external factors

like SEO and promotion

• Benchmark existing sites

• Make a best estimate


Step

Conversion Rate Increase

• Aim to achieve the same conversion rate

as your target language site

• Difference between current source and

target conversion rates will be your

percentage increase


Step Costs

• One off project costs

• Monthly costs


1. Average Monthly site

visits

2. The split. Visits in source

and target language

3. Success events

4. Target language traffic

increase

5. Target language

conversion rate increase

6. Costs


Here comes the


Localization

Predicted monthly visits

X

Predicted conversion rate

X

Average value of success event

=

Target Language Localized Value


Incremental

Target language localized value

minus

Target language current value


Calculating

Annual Incremental Value

minus

Total Annual Costs

Divided by

Estimated Target Language Revenue



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Calculating ROI From Website Localization