This was an appropriate approach if the site was unable to detect the specific user’s country. Instead of detecting their country, asked users to select a country or region on the homepage. asked shoppers to choose a country site instead of detecting location automatically. If it is not possible for a site to detect the user’s country, then it is better to ask the user to identify their country rather than risk making an incorrect guess (which the user might not realize until further along in the shopping process). In the top left corner, users could easily switch to a different country, currency, or language. The Net-A-Porter site showed Chinese users its Chinese version upon their first visit and remembered users’ preferences for subsequent visits. Users were satisfied with this default and believed that all products shown in this version could be shipped directly to China because of the availability of the Chinese version. ![]() During our test with Chinese participants, the site automatically displayed the Chinese version with the CNY currency. Net-A-Porter showed users location-specific versions based on the browser’s settings. This method is the simplest for users because they don’t have to interrupt their task to select a location or language. It saves an extra step for users if you can automatically detect and set the user’s country and language based on the browser’s preference settings. It may sound odd, but the first tip is to ensure that users don’t need to use the language switcher at all. Tip 1: Default to the language version that matches users’ browser settings. We provide 6 tips to make it easy for users to switch the language (or shipping country) on your ecommerce site. No matter which approach you choose for your international customers, localized or translated, it’s critical that shoppers can use the version they need. Look Fantastic provided a more complicated country switcher where users could manually change their shipping country, language, and currency. Customers could visit a China Mainland version of the site, which included a country switcher together with the language and currency. Look Fantastic, a skincare company based in the UK, took this approach. Customers choose a shipping country and, possibly, a language and currency. They are frequently used by large global organizations with branches scattered all over the world. used a language switcher, which provided versions of the site in 7 different languages.Ĭountry switchers provide country-specific versions of the site that may go beyond language differences and may provide various degrees of localization. All English-speaking customers visited the same version, regardless of whether they lived in the US, the UK, or Australia. Language switchers do not differentiate among speakers of the same language who live in different countries or regions.įor example, offered an English version of its site. Typically, on ecommerce sites, you may encounter one of two possible language-switching features : language switchers and country switchers. When you decide to reach out to a user group who does not speak your site’s language we recommend that you first provide a translation of your site in that group’s language, before you move on to offering localized sites for your biggest markets. ![]() ![]() When these shoppers encountered South Korean sites that didn’t offer a Chinese version, they couldn’t shop there. For example, some Chinese shoppers in our study wanted to shop on South Korean sites, but they didn’t speak or read Korean at all. In other cases, Chinese shoppers had to rely on Chinese versions of foreign sites, because they didn’t know the language at all. “It’s great for them to have a Chinese version because I can’t imagine buying supplements on an English site - I would need a translation. He was happy to discover a Chinese version of this site. Despite being able to read some English, he was worried about pharmaceutical terms and jargon. Some preferred Chinese sites because of their unfamiliarity with specific category and product names –- for example, on pharmaceutical websites.Ī Chinese participant wanted to buy some fish oil for his parents from an Australian pharmacy website. Once they entered a site written in a foreign language, users’ first instinct was to look for a Chinese version. Offering Multiple Language Versionsĭuring an ecommerce study in China, we found that offering a translated Chinese version or a dedicated Chinese site was a big plus for international brands. An increasing number of sites are offering multiple language versions to meet global audiences' needs and expand their customer base. ![]() Many international customers want to shop on global sites, but they often aren’t comfortable shopping in another language - even when they can speak that language.
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