Drive Bilingual Websites with User Research

Small and medium-sized companies that have operations in Spanish speaking countries rely heavily on bilingual websites to drive local business. In order for these websites to be effective, they must be localized in order to appeal to the core demographics of each local community. Many companies make the mistake of simply translating their English website copy into Spanish and find that their sites are not well received by the communities they are attempting to reach. Extensive user research must be coupled with proper translation in order to create bilingual websites that are effective at driving local Hispanic business.

Where to Begin

Before beginning the website design process, small and medium-sized companies would be wise to perform field studies and cultural probes into the communities they wish to reach with their company message. This user research will enable the creation of bilingual websites that are able to resonate with the customs and culture of your local Hispanic audience. When small and medium-sized companies rush into site construction without the necessary understanding of the local culture to which they are attempting to appeal, they suffer the consequences of a website that falls flat and does not generate the additional business activity they had hoped to achieve.

Research is the foundation on which quality bilingual websites are built and accurate information on the various cultures to which you are marketing, will enable your business to create vibrant and relevant online content that is highly likely to increase your sales base within any given region.

User Research

Many small and medium sized companies do not have the manpower necessary to conduct the listening labs and usability tests that are necessary in order to produce relevant bilingual websites. Their overseas communication strategy must therefore include hiring a marketing team that specializes in user research among Hispanic populations. It is important that the marketing company with which you choose to do business understands the nuances of Hispanic culture. This is important because it will ensure that they are using the right marketing tests for the market within each of the local Hispanic communities to which your company would like to appeal.

Continual Learning

Communities evolve over time and it is therefore imperative that your user research continues past the creation of your website. Ongoing learning will keep your website on the cutting edge of any new trends that spring up within your target Hispanic audiences in various communities. This knowledge and understanding will in turn enable your company to keep your website relevant and appealing to your target markets. The time and money invested into the research that will make your company website relevant, will be returned to you in the form of favor with your local market and increased sales potential.

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