Creating an Optimal User Experience for Global Website Visitors

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1 Guide to Creating an Optimal User Experience for Global Website Visitors

2 1 Make It Easy for Global Customers to Reach Relevant Content A global website should present its visitors with relevant content as quickly as possible. Ideally, visitors will not have to do anything except visit the main site to receive content that is targeted for their language, country, and/or region. Generally, the best way to accomplish this is through automatic language detection, using the browser s language settings to autodetect a visitor s most likely preferred language. Combined with geolocation, the website can display the most relevant content for the user s language and location. Numerous studies show that if the products are presented in the site visitor s native language (even if the visitor also speaks English), she or he will be significantly more likely to make a purchase. The faster visitors become aware that they can browse or become more familiar with your brand in their native language, the better.

3 2 Place the Language and Country Selector in a Prominent Location If a site visitor needs to change the language or location, or if the language was not automatically detected, a best practice is to position a language or country selector on a prominent place on the site, so that users can get to relevant content in just one or two clicks. Once they click on the language or country selection icon, users should be able to click just once more to reach relevant content. If you are using a language or country selector, in general you should place it at the top of the page in a prominent location that is easy for the user to spot. The top right-hand side is the best location for visitors who read in left-to-right languages such as English.

4 3 Be Transparent When Recording Global User Preferences Increasingly, the world s best top-ranked global websites are not only giving users preferences regarding language and country choices and automatically displaying them on the first visit; they are also recording those preferences to make the user s next visit to the site even easier. However, while recording the preferences is a good idea in theory, the best practice is to make sure the user is aware that her or his preferences are being recorded. Without transparency, recording user preferences can create a negative user experience. A great practice is to auto-detect the user s country/language as well as give the option to change countries and languages. At the time the user selects a country other than the one that was auto-detected, the user should be presented with the option to save this preference. You can do this by simply displaying a checkbox that says, This is my home country or Remember my choice. When tied together with language preferences, giving the user transparency around this issue becomes even more important. For example, if an American user clicks on Germany just to see how she or he might purchase an item for a friend in Germany, but the entire websitedisplays in German and keeps remembering this preference, the user will have the uncomfortable experience of not knowing what the website says and will have a difficult time navigating back to English content. Do not automatically record user country and language preferences unless the user attempts to override the automatically detected country and language. In other words, the default should be automatic detection. Then, if and only if the user clicks on a country or language other than the one automatically detected, the user should be given the option to record a preference. Another option is to only use automatic detection and to not record user preferences. This option would be preferable to storing the user s supposed preference automatically and checking with the user about whether or not indeed this is what she or he would prefer.

5 Give Global Visitors the Option to Easily Change Preferences 4 Even if you decide to record user preferences, it s important to give users flexibility to easily change their country and language preferences. Today, web visitors have an array of use cases. For example: A shopper who lives in Japan will be visiting the United States, and wants to place an order and have it shipped to a friend s house in the U.S. She wants to see products available in the United States but might want to browse in Japanese. An expat from the United States who lives in France but does not speak French very well wants to shop in English, but would like to visit a store in France. An American business traveler in China remembers that he will need a product by the time he returns home. He wants to shop in English and have his assistant pick up the item for him in the States, but he needs to browse the site while he is in China. The most cutting-edge global sites will allow users to change their language settings while they are browsing the site for a given country. For example, you can provide a drop-down menu at the start of the user experience. It automatically detects the user s country and language, but the user can easily change it. Another approach? Have the user choose the country and language simultaneously, in one click. For example, if a user from Switzerland wants the site in French, she will click on Suisse, but if the user clicks on Schweiz in German, she will visit the site in German.

6 Don t Equate Flags with Language on Global Websites 5 Avoid making a common mistake: using flags to direct users to language -specific options offered on your website. Although flags were used by some companies early in the development of the World Wide Web, they have long since been falling out of use for global website navigation. There are several major reasons for this: Flags represent countries, not languages. One of the biggest problems with using flags is that many countries have more than one language spoken within their borders. Canada, for example, has both French and English. India has more than a dozen official languages. Flags often carry cultural and political connotations. People in many countries may not like to click on the flag of a country that is not their own, especially if the flag displayed is one that they do not feel a strong sense of cultural alignment with. For example, some companies have used the flag of Saudi Arabia to represent Arabic, but someone living in Morocco might feel that his culture has little in common with that of the Saudi kingdom. Users fail to identify with a flag of another country. Although many Americans might not detest clicking on a Union Jack to represent English, people in some countries really dislike clicking on a flag that is not relevant to their home country. For example, Brazilians may feel offended if the Portuguese flag is displayed, because the Brazilian population is actually larger than that of Portugal and Brazil was a former colony.

7 Flags are not easy to identify if you don t live in that country. A Spanish speaker living in Latin America might not recognize the flag of Spain, and thus might not even realize that a website is available in Spanish. Flags can mislead users into thinking that a brand has a local presence. A user from, say, France might be delighted to think that the company has a local presence in France, but after clicking on the French flag, might learn that the content is actually meant for French Canada. When doing this, the company sends the message that its presence is not truly local or targeted to a given market, but rather that it offers generic content, even if the content is in-language. There are various non-flag options that fall within best practices. For example, you can organize content by language by displaying the languages written not in English, but with the name of each language written directly in that language (Deutsch instead of German, for example). Because the site also follows the best practice of not requiring the user to scroll vertically very far, the user can usually see the language options on the first screen. In such cases, positioning the language at the bottom is generally acceptable, but not as clear to the user as positioning it along the top. This is a common approach that tells users immediately that they can get access to content in their language. It s also an SEO-friendly approach that uses text instead of icons. However, this option is not always a good one when there are international shipping considerations, which could eventually be the case with e-commerce businesses seeking to ship products internationally. Another option is to place a globe in the upper right-hand corner that indicates that other languages are available, and from there, to present a list of languages/countries. However, the faster the languages can be displayed to users, the more quickly they realize they can jump to inlanguage content specific to their preferred country.

8 In Summary Having content available in your customers native languages can accelerate the sales process and allow your business to effectively compete with in-country brands who have already established a presence in the language of their home country. Although the need for translation and localization is obvious, traditional translation processes make it difficult to execute these types of projects. Contact Us To learn more about creating websites with an optimal global user experience, contact us SMART

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