How do you measure and evaluate the impact and ROI of your website localization efforts?

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Website localization is the process of adapting your website content, design, and functionality to suit the preferences, expectations, and cultural norms of different target markets. It can help you reach new customers, increase conversions, and boost your brand reputation. But how do you know if your website localization efforts are paying off? How do you measure and evaluate the impact and ROI of your website localization projects? In this article, we will explore some of the key metrics and methods that can help you answer these questions and optimize your website localization strategy.

本文章的要点总结

Set clear KPIs:

Define your localization goals and key performance indicators upfront. This helps you track specific metrics like regional traffic, engagement, and conversions to evaluate success.### *Continuously optimize:Regularly review and refine your strategy based on data insights. Use feedback and performance metrics to make necessary adjustments, enhancing user experience and boosting ROI.

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1 Define your goals and KPIs

Before you measure and evaluate your website localization efforts, it is important to define your goals and key performance indicators (KPIs). What objectives do you want to achieve? Your SMART objectives must be specific, measurable, achievable, relevant, and time-bound. Depending on your goals, you may want to track KPIs such as traffic from different regions, sources, and devices; engagement metrics like time spent on the website, pages viewed, and bounce rate; conversion rates for desired actions like signing up or purchasing; revenue generated from the website; and customer satisfaction ratings.

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Peter Lipton

Commercial Director @ Global App Testing | Executive MBA | GTM Leader
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From experience, we have seen significant ROI form localization efforts - $25 on the $ spent. This does vary significantly depending on which BU the localization team falls under - Product, Marketing, Engineering, or stand alone... Companies have a different level of maturity and tie to conflicting KPIs

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2 Choose your tools and methods

Once you have defined your goals and KPIs, it's time to select the tools and methods that will help you collect, analyze, and report the data. There are many options for website localization measurement and evaluation, such as analytics tools like Google Analytics, Adobe Analytics, or Matomo; testing tools like Optimizely, VWO, or Google Optimize; survey tools like SurveyMonkey, Qualtrics, or Hotjar; and benchmarking tools like SimilarWeb, Alexa, or SEMrush. Analytics can track and measure website traffic, engagement, conversion, and revenue metrics. Testing can assess different elements of content, design, and functionality to optimize conversion rate. Surveys can capture visitor and customer feedback on satisfaction and preferences. And benchmarks can compare website performance with competitors or industry standards. All of these methods can provide valuable insights to improve user experience and customer loyalty.

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Antonio De Palma

?? Localization Manager | ?? Quality & Internationalization Program Manager | ?? ex-Meta | ?? -ex Pokémon
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The right tools and procedures are the hinge for successful collection and analysis of data. I have learnt that a multi-faceted approach gives the best results from my experience. I recently managed a group that streamlined a worldwide characteristic. We defined our KPIs before we chose a blend of analytics, testing and survey tools. GA assisted us to measure engagement while Optimizely enabled us to try out different content changes. We also captured real-time user feedback w/SurveyMonkey. We got priceless knowledge about consumer dynamics. The multi-tool approach enabled us to base on data making the decisions that improved UX and loyalty. Selecting the appropriate tools is not just a phase: it's the essence of your strategy.

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3 Analyze and report your results

After collecting the data from your tools and methods, you need to analyze and report your results. Look for patterns, trends, correlations, and anomalies in your data and see how they relate to your goals and KPIs. You should also calculate the ROI of your website localization efforts by using formulas such as ROI = (Benefits - Costs) / Costs or Revenue ROI = (Revenue from localized website - Revenue from original website) / Localization costs. When reporting your results to stakeholders, present them in a clear, concise, and compelling way, using charts, graphs, tables, or dashboards. Be sure to highlight the key findings, achievements, challenges, and recommendations from your website localization measurement and evaluation.

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Tamanna Beniwal

SaaS l Pioneering Next-Gen Workspaces l Multi-Awarded Innovator l Championing AI & IoT Solutions for Smarter Spaces l Delivering Scalable Success l Social Selling Strategist
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Utilizing the right practices of website analytics can help measure the ROI of your website localization efforts. To start with, use analytics tools (e.g., Google Analytics, Adobe Analytics) to track the performance of localized pages. Also, keep monitoring metrics such as traffic, bounce rates, and conversion rates for each language or region.

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Peter Lipton

Commercial Director @ Global App Testing | Executive MBA | GTM Leader
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It's important to not set the wrong internal expectation of immediate ROI. Look at the changes over a pre-defined period, and monitor them. Through functional and non-functional testing of your sites/apps you may find quick wins. Examples of: payment types not being accepted, and surnames not used in the region spring to mind

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4 Review and optimize your strategy

Finally, you need to review and optimize your strategy based on your results. It's important to assess what worked well and what did not work well in your website localization project, and learn from both successes and failures. Ask yourself questions such as: did you achieve your goals and KPIs? What were the main drivers and barriers of your website localization performance? How did your target audience respond to your localized website content, design, and functionality? How did your localized website compare to competitors or industry standards? How did your website localization impact overall business objectives and outcomes? Based on the answers, you need to make changes, improvements, or adjustments to your website content, design, functionality, or processes. Monitor and measure the impact of these changes on website localization performance and ROI. Repeat the cycle of measurement, evaluation, analysis, reporting, review, and optimization.

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Antonio De Palma

?? Localization Manager | ?? Quality & Internationalization Program Manager | ?? ex-Meta | ?? -ex Pokémon
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It is the rubber hits road during the review and optimization phase. I have always held the view that data is good to as far as it informs appropriate actions. I remember a project where we did the full-scale review following the initial release. We examined our KPIs, user engagement, and even competitive benchmarks. We had achieved most of the set objectives, but there were improvements needed, especially in user engagement on some regions. We had to head back to the drawing board. Through user feedback, we built a more polished user experience that also increased engagement and helped ROI. This cycle is crucial for long-term success, no matter the industry.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ivan K.

Founder/CEO at Autoglot WordPress Translation ?? Expert in Multilingual Websites & Automated Website Localization
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Always begin with the tangible. Assess website traffic, conversion rates, and engagement metrics before localization and after, across localized versions. Quantify the uptick in user interactions, sales, or subscriptions attributed to the localized content. Utilize tools like Google Analytics to dissect region-specific data and pinpoint performance indicators. Beyond numbers, review cultural adaptation. Assess how well your content aligns with the cultural nuances of specific regions. Ensure that localized content feels native and resonates authentically with the target audience.

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How do you measure and evaluate the impact and ROI of your website localization efforts?

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1 Define your goals and KPIs

2 Choose your tools and methods

3 Analyze and report your results

4 Review and optimize your strategy

5 Here’s what else to consider

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