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The Basics of Website Globalization

Presented by: Jon Ritzdorf, Globalization Architect Lydia Clarke, Program Manager
www.acclaro.com I Acclaro Inc. 2010

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
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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

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Why should I go global online?


The evidence supporting website globalization is compelling.

Source: Yunker, John; Byte Level Research; http://www.bytelevel.com


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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

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Understanding the International User

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Who is My Target Global User?


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

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How will a global user find me?


Popular search engines & social networking sites vary widely by country

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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

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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)

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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

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How will a global user navigate?


Use flags and maps with caution, or not at all

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Interested in the full webinar?


Visit our website: http://www.acclaro.com/webinars Send us an email with a request for the pdf version: aparis@acclaro.com Request a presentation for your staff: sengelsen@acclaro.com Read our blog for more tips on the basics of website globalization: http://www.acclaro.com/translation-localizationblog
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