CSA Research reported in July 2020 that 40% of consumers in its survey would not buy from websites presented in another language. The study included 8,709 respondents across 29 countries, with survey collection handled by Kantar.
The finding concerns consumers’ stated preferences when shopping on websites. Its scope includes the language of the online buying experience, making it a useful reference when planning how customers will understand an offer and complete a purchase.
Our reading is to treat language as a decision across the customer journey. Product information, buying instructions and support should make sense together. Before commissioning translations or a presenter, identify which markets need them and how customers complete a purchase there. Then assess the experience in each language with the people expected to use it.
Source: CSA Research, 2020 consumer language research. Published 7 July 2020.
Image: Doucefleur, via CSA Research’s companion article.
Read the original research summary