The world’s economies are becoming capitalistic with free market policies. It is opening up new opportunities for businesses to expand globally and earn high-profit margins. However, if you really want to succeed in the global market, you must develop cross-cultural and personalized websites that resonate with the needs of diverse audiences. This article talks about the critical localization principles and design considerations that international businesses keep in mind while designing their websites.
Localization Principles of Creating Cross-Cultural and Personalized Websites
Localization is a comprehensive term that adapts all design, linguistic, and development aspects of a website to a local market. In localization, you go about adapting your e-commerce website to the cultural norms, local preferences, and buying behaviors of your target audience. Moreover, personalizing your websites for local audiences is crucial because any cultural misinterpretations can lead to major misunderstandings or even offense to your customers.
Significance of Colors and Symbols
In any culture, different colors and symbols hold certain meanings, and they also invoke certain emotions in local people. For instance, in the United States, McDonald’s uses red and yellow colors in its branding, which signifies energy and friendliness. In India, the color red can symbolize purity and well-being. Above all, the combination of yellow and red colors also triggers hunger and appetite; that’s why most fast-food companies use these two colors in their branding. So, you have to be very careful about your website color scheme, and it must trigger the right emotions in your target customers.
Language And Typography Consideration
Language and typography choices are paramount for effective cross-cultural websites. Airbnb offers its website in multiple languages, which confirms that users around the globe can seamlessly book accommodations and find the required information. Global websites must customize their content to suit regional culture, colloquialisms, and social norms. It may include language translations, tone, formality, and style. Typography is also adapted to support various scripts and characters, which makes the user experience seamless. It is also significant to choose fonts that are easy to read and accessible to people using different devices and platforms. You can use a professional localization platform to manage your website localization project effectively.
Responsive Design for Different Devices
A critical aspect of cross-cultural e-commerce website development is to ensure that your site seamlessly functions on diverse devices. Every region has its own liking for device types. For example, in some countries, mobile devices are used primarily to access the internet. While in others, it is more common to use desktop computers to visit a website. By having a responsive design, you cater to the devices based on your local audience’s choice. It makes it easier for them to access your website and understand the content.
Use the Mobile First Approach
Amazon is a leading ecommerce retailer globally, which adopts a mobile-first approach to make the online purchase experience seamless for its global audience. Ecommerce companies develop mobile versions of personalized websites for enhanced accessibility and usability. Many search engines like Google also favor mobile-friendly websites and rank them on top of the search engine results. A mobile-first approach goes with ecommerce localization management best practices, which can help you increase your website’s visibility on all search engines.
Culturally Familiar Designs
The website layout and design should vary in different regions. For this, you must understand the local menu and navigations to create a better user experience. When you use unfamiliar website layouts, it can make your users feel confused because it will take time for them to learn a unique website’s design. When your website is designed in a way that users are already familiar with, you reduce confusion and increase clarity. It makes it more likely that users will stay on your website and perform actions seamlessly. For example, IKEA has adapted its website design and menu bars for every region. In some countries, it uses top-level categories that are more familiar to locals, so users can easily find what they’re looking for.
Localized User Interfaces
Localized user interfaces create a more resonating and personalized online shopping experience. Localization also enhances the user experience by making the website feel familiar and customized to individuals in each region. When a user visits a website in his/her own language that is also culturally relevant, he/she is more likely to engage and purchase. Let’s take the example of eBay which changed its user interfaces for different markets. For instance, the layout and filters on the eBay website in China are very different from the United States, based on their local shopping behaviors.
Visual Content and Image
Your website’s visual content and graphics should resonate with the local culture of the target audience. In different countries, people follow different cultures with distinct aesthetics, and uses of symbols. It is significant to choose the right visuals that resonate with the cultural intricacies of your audience. It will also make your website feel more familiar and relevant. You can also use a professional video translation platform to localize your video content, which will increase audience engagement. A localized website with culturally appropriate videos and images will help in building a positive brand persona in foreign regions.
For instance, Coca-Cola’s “Ramadan Moments with Coca-Cola” campaign was specially designed to celebrate the holy month of Ramadan, a special time for Muslims in the Middle East. In this ad campaign, the company also focused on promoting the spirit of unity, sharing, and giving.
The purpose of localization management is to eliminate the risk of cultural offense, which prevents global companies from causing potential damage to their brand’s image in overseas markets. So, it is essential to adapt your personalized websites to local cultures and shopping behaviors to enhance customers’ online brand experience.
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