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Calculating ROI From Website Localization
[email protected] www.milengo.com
Rob Davies
[email protected] www.milengo.com
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
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What is your objective?
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Launch Grow Improve Save
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New markets
Opportunity for growth in the face
of an economic downturn
More and more people online
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Users are becoming more demanding
in their search for information
Multimedia content is increasing rapidly
Opportunity to build a brand
Translation
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Dig into the Data should drive the need
to go global online
Understand visitor
behaviour
Check out the competition
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Ask for a
Make contact with
Localization Vendors
Get some consultation time
Ask for a detailed quote with
time and cost breakdown
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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
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Gather the following
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Step Average Monthly Site Visits
• Total amount of visitors
to all your sites
• Filter out internal traffic
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Average Monthly Visits, Source and Target Language
• Split out the number
of visits by language
• Use browser language
settings for better
accuracy
Step
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Step Success Events
• Conversions
• Transactions
• Lead capture
• Monetary value
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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?
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Step Target Language Traffic Increase
• Dependant on external factors
like SEO and promotion
• Benchmark existing sites
• Make a best estimate
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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
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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
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Here comes the
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Localization
Predicted monthly visits
X
Predicted conversion rate
X
Average value of success event
=
Target Language Localized Value
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Incremental
Target language localized value
minus
Target language current value
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Calculating
Annual Incremental Value
minus
Total Annual Costs
Divided by
Estimated Target Language Revenue
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[email protected] www.milengo.com
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