Lost in translation – Are you losing leads because of language barriers?

Lost in translation – Are you losing leads because of language barriers?

by 212 Posted on May 16, 2016

Disclaimer: the post you are about to read is based on true facts. Some names and details have been altered in order to protect a customer’s identity.

Culture and language is still a massive barrier for business in the 21st Century. Adapting your website to capture trends and different languages across the globe requires lots of time and resource. Companies such as ASOS for example employ marketing teams in London that match the demographic and the language of their target markets (ASOS company report 2015). But the technology is now here to help you cut through the cultural noise and understand what’s really stopping your website from performing.

Last week, I promised you an example of how we help you to search for anything within your customers’ digital sessions, based on session replay tools using free-text. I’m going to show you how our technology can help you solve digital problems that are costing you money, at the click of a mouse, using our search function.

Let’s pretend for a minute that you’re Tom, Global Head of Digital for “Nutflix”. Nutflix recently launched a new online service called “Snap Watch”. Tom needs to be able to understand not only if the service is picking up (that’s easy to measure), but also whether Nutflix is actually missing out on selling opportunities on their site across markets and why.

So Tom asks his team for the relevant reports and dashboards. Assuming his guys know what they’re doing, they’ll have properly tagged ahead of time, the relevant areas in the website: the “Snap Watch” landing page, the subscription form and so on. But in the real world, tagging is often left to the last minute and takes valuable time to implement. This means Tom will have to wait for that tagging to be implemented before he can start measuring anything. Find out here how Glassbox’s solution for digital analytics saves you time and money by removing the removing the need for tagging.

Less tagging, more analysing

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Let’s assume in this scenario that the lengthy tagging process is gone, thanks to using our intelligent software. Tom’s devoted team would usually spends days, heads down, pulling all the data they can from their web analytics tools. In this case, they’ve found a problem. They’re trying to figure out why 35% of their existing UK customers upgrade to the new “Snap Watch” service, whereas only 6% of the Spanish ones do. Let’s explain how Glassbox solved this problem…

From the minute it was implemented, Tom was able to see all of the analytics of the customer experience digitally. We recorded all Nutflix customers’ digital sessions so Tom automatically got a visual representation of the most common customer journeys on his website and mobile app.

He was then able to create a funnel, specific to the customer journey he wanted to learn more about. All this complex data is pulled together in a couple of minutes. Tom was then able to see where customers:

  • Entered the website from a Facebook Ad promoting “Snap Watch”.
  • Were directed to the right landing page.
  • Moved on and logged in on the sign-in page.
  • Filled in the registration form.
  • Did NOT end their journey on the “Your registration has been successfully submitted” page.

With Glassbox, it’s a no brainer. By using free-text, Tom was able to query all the data. Then he simply filtered the sessions according to their customers’ geography (in this example the UK and Spain) and spotted the differences.

Just by looking at a sample of the recordings, Tom’s team very quickly noticed something common to all those unsuccessful Spanish sessions. They noticed that all Spanish customers in these sessions had foreign characters, such as [ñ], [á] and [ó] in their names. With deeper insight, they were amazed to see that these same customers were able to sign-in, then to move on and fill-in the registration form, only to be thrown out at the end of the process. The team also discovered that the frustrated customers weren’t even being directed to an error message, or a system notification telling them to try again without using such characters.

By using Glassbox, Tom’s team identified the issue in a matter of minutes and reported this back to Tom. The data was immediately exported and shared with the IT department and within a couple of hours, the issue is solved and Spanish upgrade rates are skyrocketing.

Globalisation is exciting but undoubtedly comes with some risks that require detailed attention. Put us to the test and let us solve your online international challenges here by requesting a demo.

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