Going from Simple Translation to Successful Transactions on Global Websites
by Donald A. DePalma
March 29, 2007
March 29, 2007

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Many marketing managers still assume that potential buyers of their upscale product or service "probably speak English." Others assume that simple translation is enough, neglecting the deep infrastructure of currency support, country-specific business logic, and internationalized fields in forms for capturing data -- all critical elements that online transactions require. We decided that the best way to end the debate was to ask consumers what matters most to them when they buy online. In this brief, we present the results of our survey of consumers in eight countries. We focused on their preferences for buying in English or in their own language, having products supported in local language or English, and what events or factors caused them to abandon websites.

  • Industry Providers
  • Registered Users
  • Technology Vendors
  • Global Leaders

Pages: 6

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