Calculating ROI From Website Localization
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The document discusses calculating ROI for website localization. It begins by outlining the objectives and considerations for localization like expanding into new markets or improving the user experience. It then provides steps to gather key data for an ROI analysis, such as current traffic and conversion rates split by language. The document demonstrates how to use this data to estimate the incremental value and returns from localization by predicting increases in traffic, conversions, and revenues. It stresses that the analysis should be data-driven and help determine if localization is worth the total costs based on the estimated returns in the target language market.
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Calculating ROI From Website Localization
- 1. Calculating ROI From Website Localization Rob Davies sales@milengo.com www.milengo.com www.milengo.com
- 2. Introduction • Webinar is being recorded and will be made available • Slides will be available with the recording • Details of how to access the recording and the slides will be emailed after the Rob Davies Marketing Manager webinar • Q&A at the end; use the chat box to submit questions during the presentation sales@milengo.com www.milengo.com
- 3. What is your objective? sales@milengo.com www.milengo.com
- 4. Launch Grow Improve Save sales@milengo.com www.milengo.com
- 5. New markets Opportunity for growth in the face of an economic downturn More and more people online sales@milengo.com www.milengo.com
- 6. Translation Users are becoming more demanding in their search for information Multimedia content is increasing rapidly Opportunity to build a brand sales@milengo.com www.milengo.com
- 7. Dig into the Data should drive the need to go global online Understand visitor behaviour Check out the competition sales@milengo.com www.milengo.com
- 8. sales@milengo.com www.milengo.com
- 9. Ask for a Make contact with Localization Vendors Get some consultation time Ask for a detailed quote with time and cost breakdown sales@milengo.com www.milengo.com
- 10. 1. Why? Formulate an 3. Dig into the data objective 4. Make a plan 2. How? Make sure you 5. Get a quote consider extras like multimedia and rich content. sales@milengo.com www.milengo.com
- 11. Gather the following sales@milengo.com www.milengo.com
- 12. Step Average Monthly Site Visits • Total amount of visitors to all your sites • Filter out internal traffic sales@milengo.com www.milengo.com
- 13. Step Average Monthly Visits, Source and Target Language • Split out the number of visits by language • Use browser language settings for better accuracy sales@milengo.com www.milengo.com
- 14. Step Success Events • Conversions • Transactions • Lead capture • Monetary value sales@milengo.com www.milengo.com
- 15. Step Source and Target conversion rates • The percentage of visitors in the source and target languages that convert each month • How many sales or how many leads? sales@milengo.com www.milengo.com
- 16. Step Target Language Traffic Increase • Dependant on external factors like SEO and promotion • Benchmark existing sites • Make a best estimate sales@milengo.com www.milengo.com
- 17. Step Conversion Rate Increase • Aim to achieve the same conversion rate as your target language site • Difference between current source and target conversion rates will be your percentage increase sales@milengo.com www.milengo.com
- 18. Step Costs • One off project costs • Monthly costs sales@milengo.com www.milengo.com
- 19. 1. Average Monthly site 4. Target language traffic visits increase 2. The split. Visits in source 5. Target language and target language conversion rate increase 3. Success events 6. Costs sales@milengo.com www.milengo.com
- 20. Here comes the sales@milengo.com www.milengo.com
- 21. Localization Predicted monthly visits X Predicted conversion rate X Average value of success event = Target Language Localized Value sales@milengo.com www.milengo.com
- 22. Incremental Target language localized value minus Target language current value sales@milengo.com www.milengo.com
- 23. Calculating Annual Incremental Value minus Total Annual Costs Divided by Estimated Target Language Revenue sales@milengo.com www.milengo.com
- 24. sales@milengo.com www.milengo.com
- 25. twitter.com/milengo sales@milengo.com www.milengo.com