Forward3D Ecom Expo 2015 - Performance Linguistics

Introducing Performance Linguistics

Lindsay Hong & Hannes Ben

What is high performing multilingual content?

How is high performing content created?

High performing content in action

What is high performing multilingual content?

Linguistic Accuracy Relevance Creativity

Supports Digital

Marketing

Partial or mistranslation

Orthography & typography

Grammar & syntax

Linguistic Accuracy

Keyword relevance to ads (CTR)

Ad relevance to the landing page (CVR)

Specificity of the content

Linguistic Accuracy Relevance

Style & tone

Direct translation

Omission


Inclusion of high search volume keywords

Use of available ad space

Compliance with search engine rules


Supports Digital

Marketing

How is high performing content created?

The wrong way…

Website – The Wrong Way

1 Step

Keywords – The Wrong Way

KW – EN KW – ES Search Volume

Digital Marketing Digital Marketing 480

Website Localisation Traducción website 0

Social Media Agency Agencia de Social Media 30

2 Step

PPC & SEO – The Wrong Way

3 Step

Social Media – The Wrong Way

4 Step

The right way…

Localisation Approach – Our Way

Keywords - ES Search Volume

Marketing Digital 3,600

Ranking 6,600

Posicionamiento 1,900

PPC 2,400

Pagueu per click 100

1 Step

Identify and add relevant keywords via in-language KW research


2 Step

Ad copies and meta-content with high ranking keywords and following best practices

Marketing digital de élite – Locaria.com www.locaria.com/es Desarrollamos su estrategia online para cualquier mercado o canal. Posicinamiento SEO · Gestión de contenidos · Mercados internacionales

PPC a nivel mundial Confíe en nuestra experiencia con motores de búsqueda internacionales

Aditora digital Capitalice su presencia online. ¡Pida presupuesto sin compromiso!

Oportunidades internacionales Saque partido a una estrategia de marketing global. Aquí le ayudamos.

Páginas web efectivas Consiga una web adaptada al nuevo mercado. ¡Contenido que responde!

Marketing digital que funciona | Locaria www.locaria.com/es/ Creamos contenido digital que responde a las características de cada mercado para sacar el mejor partido al crecimiento internacional de su empresa.

Spanish (Google)


2 Step


Chinese (Baidu)


2 Step


Korean (Naver)


2 Step


Russian (Yandex)


3 Step

Align content across user journey: On-site and on the SERP pages


4 Step

Presence on relevant social media to maximise brand visibility: Facebook (Spanish)


4 Step

Presence on relevant social media to maximise brand visibility: Weibo & Wechat (Chinese)


4 Step

Presence on relevant social media to maximise brand visibility: VK (Russian)

If you did it the wrong way…

Improving Content Performance – Lexirank™

Audit your existing content and implement changes to see an uplift

Be able to compete with domestic competitors Lexirank™

Native/marketing-sounding & engaging / High PPC relevancy Excellent (63-70)

Natural linguistic flow but not perfect marketing style Good (49-56)

Average quality content conveying messages clearly Average (35-42)

Awkward-reading content with confusions about meaning Poor (21-28)

Quality too bad to convey messages / Poor PPC relevancy Very Poor (0-14)

Impact ⁄  Improve your click through rate

⁄  Reduce your cost per click

⁄  Increase your conversion rate

High performing content in action

Chinese Language – Background

Basic Facts ⁄  1.2 billion speakers

⁄  Mainland China, Hong Kong, Taiwan, Chinese communities worldwide

⁄  Two writing systems: Simplified and Traditional Chinese

Language Characteristics

⁄  Tonal system

⁄  No inflections, but many compound words

⁄  Sporadic use of English terms

Chinese Language – Case Study

English vs Traditional Chinese (Hong Kong) on Yahoo Hong Kong

Results ⁄  32% higher click through

⁄  7% higher conversion

Learnings ⁄  Traditional Chinese ads consistently perform better

⁄  English still very important, in particular for keywords

⁄  Mix English & Traditional Chinese keywords, but focus on Traditional Chinese only for Yahoo Hong Kong

0%

10%

20%

30%

40%

50%

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Chinese ad

English ad

CTR

German Language – Background

Basic Facts ⁄  Tonal system

⁄  95 million speakers

⁄  Germany, Austria, Switzerland, Belgium

Language Characteristics

⁄  Only one accepted Standard German

⁄  Dialects differ, in particular for Switzerland

⁄  English well understood and used for a lot of terminology

⁄  Usage of compound words common

German Language – Case Study

Learnings ⁄  Originated content resonates better with the target audience

⁄  Combine localisation with origination to create high-performing content

Impact of origination of content in German

91%

64%

114% 110%

59%

0%

20%

40%

60%

80%

100%

120%

Clicks Orders New Buyers

New Visitors

Revenue

German

Finnish Language – Background

Basic Facts ⁄  5.4 million speakers

⁄  Finland, some parts in Sweden

⁄  Swedish is 2nd official language in Finland, but used much less than English

Language Characteristics ⁄  Complex morphology resulting in very long

words

⁄  Localisation of marketing content from English is difficult due to character limitations

Finnish Language – Case Study

Results ⁄  Finnish ad copies had both higher CTR as well as CVR

⁄  Traffic improved by 25% and conversions by 38% within 3 months

Conclusion ⁄  Finnish ad copy is more engaging even though user is searching in English and website is not

localized

FI vs EN ad copies to users searching in English in Finland?

17%

12%

0% 2% 4% 6% 8%

10% 12% 14% 16% 18%

Finnish Ad Copy English Ad Copy

0.98%

0.50%

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

Finnish Ad Copy English Ad Copy

CTR CVR (site in English)

Japanese Language – Background

Basic Facts ⁄  125 million speakers

⁄  Mainly in Japan

⁄  Three writing systems mixed: Hiragana, Katakana and Kanji characters

Language Characteristics ⁄  Cross-border shopping is popular resulting

in people using English and English / Japanese hybrid keywords

⁄  Verbs are placed at the end of the sentence

⁄  Writing systems are used arbitrarily

Japanese Language – Case Study

Results ⁄  Data was taken from campaigns targeting Japanese-speakers in Japan

⁄  Ad copies with English CTA phrase had slightly higher CTR compared to ad copies with Japanese CTA phrase

Conclusion

⁄  Use of English elements in the content may bring positive results, but tests are only recommended if the content does not have strict stylistic guidelines

How do users react to English CTA phrase in the content?

A.P.C. メンズ商品一覧 A.P.C.メンズリュックを今すぐCheck! 世界各国送料無料ですばやくお届け

A.P.C. メンズ商品一覧 A.P.C.メンズリュックを今すぐチェック世界各国送料無料ですばやくお届け

English

Japanese

JP - Back translation: A.P.C. Men’s Collection – Check Now Men’s Collection of A.P.C. Men’s Backpacks. Free and Fast Worldwide Delivery

14%

15%

16%

17%

18%

19%

20%

English CTA Japanese CTA

CTA Phrase CTR

Hebrew Language – Background

Basic Facts ⁄  9 million speakers

⁄  Israel and many communities in other countries

⁄  Unique writing system

Language Characteristics ⁄  Many bilingual English-Hebrew speakers

⁄  English relatively strong

⁄  Right to left writing system

⁄  Requires less space than English

Hebrew Language – Case Study

Results ⁄  Data was taken from campaigns targeting Hebrew-speakers in Israel

⁄  Ad copies with transliterated designer name ( קורס מייקל ) had a higher CTR compared to ad copies in Latin alphabet (Michael K)

Conclusion

⁄  Users react better on Hebrew ads for certain brands even though site might be only in English

How do users react to transliterated designer names compared to the designer name written in Latin alphabet?

שעונים של מייקל קורס הזמינו שעונים מקו העיצוב האחרון של מייקל קורס. ותיהנו ממשלוח בחינם!

Michael K שעונים של . ותיהנו ממשלוח בחינם! Michael K הזמינו שעונים מקו העיצוב האחרון של

Transliterated Name

Latin Alphabet Name

HB - Back translation: Michael Kors Watches – Shop the latest watches designed by Michael Kors. Enjoy Free Shipping!

0%

10%

20%

30%

40%

Latin Alphabet Name Transliterated Name

Ad Copies – CTR

Website Localisation – Case Study

Before and after site localisation

Sweden – Strong English Market Portugal – Weak English Market

May

-12

Jun-

12

Jul-

12

Aug-

12

Sep-

12

Oct-

12

Nov

-12

Dec

-12

Jan-

13

Feb-

13

Mar

-13

Apr-

13

May

-13

Jun-

13

Jul-

13

Aug-

13

Sep-

13

Oct-

13

CVR CVR

website launched website launched

Key Takeaways

Content drives revenue

You can performance manage content

High performing content requires a unique combination of linguistic and digital skills

Performance Linguistics

Follow us @forward3d Visit us at stand UKTI2

Lindsay Hong Director, BD & Ops

[email protected]