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Just how important is it to speak the language of your customers? Well, according to a study published in the Harvard Business review, the answer is very.  

But surely, you ask, in today’s world everyone speaks English, so product information and websites in English will have the widest reach?

Yes and no. English may, for now at least, be the most widespread second-language in the world, meaning that a large population is technically able to read this content. However, according to the results of the study, this just isn’t how you sell products to global customers.🙅

The survey, carried out by Common Sense Advisory in eight countries, asked 2,430 web-consumers about their habits and preferences when it came to language and the results were clear: More than 70% of respondents said that they spent almost all of their time on sites in their native language and would be more likely to buy a product if it was advertised in their own language.

Not only that, but a massive 56% said that the “ability to obtain information in their own language is more important than price”. Ipso facto more than half of consumers would pay more for a product if they could read information about it in their mother tongue! 💸

Even in multilingual-Europe, internauts’ feelings are consistent. According to 2011 European Commission study, 42% of internet users claimed to never buy a product or service that is not sold in their own language, and 90% will always visit a website in their own language whenever possible.

Sharp and attention-grabbing product copy is one of the main priorities for most Amazon sellers (Feedvisor, 2018), however a lot of that impact is lost when not targeted at customers in their own language. This means that effective marketing translation is a must for any seller looking to go global! 🌍

Talk to SellBeyond about how we can help you to reach a global market online for your business! email info@sell-beyond.com or call +44 7528 112624

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