Embed Size (px)
Citation preview
www.acclaro.com I © Acclaro Inc. 2010
The Basics of Website Globalization
Presented by: Jon Ritzdorf, Globalization ArchitectLydia Clarke, Program Manager
www.acclaro.com I © Acclaro Inc. 2010 2
Agenda Introduction to website globalization Why should I globalize my website? Understanding the international user on the World
Wide Web– What users am I targeting globally?– How will they find my site?– How will they navigate?– What is relevant to them?– How will they react?– How will they interact?– How will they contact me?
Conclusion Q&A
www.acclaro.com I © Acclaro Inc. 2010 3
What is Website Globalization?
The process of preparing and deploying websites for international release across defined target markets
Typically inclusive of the following areas:– International marketing strategy– “Global-ready” architecture & design
• a.k.a. “Internationalization”
– Target market adaptation• a.k.a. “Localization”
– Market-specific infrastructure
www.acclaro.com I © Acclaro Inc. 2010 4
Why should I “go global” online?The evidence supporting website globalization is compelling….
Source: Yunker, John; Byte Level Research; http://www.bytelevel.com
www.acclaro.com I © Acclaro Inc. 2010 5
Why should I “go global” online?“…low English [respondents are] four times more likely to buy products offered and documented in their own languages.”
“Even for those who can read English, more than 60% prefer buying from sites in their own language.”
“…65.5% of English-proficient respondents [still] favored local-language products”
Source: DePalma, Don et al. Can't Read, Won't Buy - Why Language Matters on Global Websites. Common Sense Advisory, October 2006
www.acclaro.com I © Acclaro Inc. 2010
Understanding the International User
www.acclaro.com I © Acclaro Inc. 2010 7
Are you targeting a region?– East Asia
• Japan, Korea, China, Taiwan, (Mongolia)
…a specific country or countries?– China, Brazil, Russia
…or a language group?– Targeting Chinese speaking markets
(countries and territories)• China, Taiwan, Singapore, Hong Kong, Macau
Who is My Target Global User?
中文
www.acclaro.com I © Acclaro Inc. 2010 8
How will a global user find me?Popular search engines & social networking sites vary widely by country…
www.acclaro.com I © Acclaro Inc. 2009 9
How Will a Global User Find Me?
How will a local user naturally search for your product?
SEO keywords & PPC (Pay-Per-Click) campaigns need both translation & adaptation to be locally relevant
“coffee”
lit: “rapid melt”
lit: “instant boil”
lit: “instant drink”
lit: “style” or “type”
www.acclaro.com I © Acclaro Inc. 2010 10
How will a Global User Find Me?
Local search engines mostly give preference to sites with:
– Local top-level domain names
– Locally hosted sites (with a local IP address)
www.acclaro.com I © Acclaro Inc. 2010 11
How will a global user navigate?
User-initiated navigation
– In-page language dropdown, icons or menu
– International splash page
Automated navigation
– Semi-automatic redirect
– Auto-redirect
www.acclaro.com I © Acclaro Inc. 2010 12
How will a global user navigate?
Use flags and maps with caution, or not at all…
www.acclaro.com I © Acclaro Inc. 2010 13
Interested in the full webinar? Visit our website:
http://www.acclaro.com/webinars Send us an email with a request for the pdf
version:[email protected]
Request a presentation for your staff:[email protected]
Read our blog for more tips on the basics of website globalization:http://www.acclaro.com/translation-localization-blog
![Globalization Globalization - The External Pressures.[2001.ISBN0471499382]](https://img.pdfslide.us/doc/110x75/54e9c2e54a795910478b4905/globalization-globalization-the-external-pressures2001isbn0471499382.jpg)
