Feb 25, 2022
5 min read
Ecommerce is one of the fastest-growing markets in India, and with the increase in the young Indian demography, increase in smartphone usage, high internet penetration, and favourable government policies, the Indian eCommerce market is estimated to be worth over $111 Billion by 2024. These are exciting numbers, but there’s a catch. Bounce rate for eCommerce websites are also on the increase. Why?
Indian customers want to read in their language. Landing on a page that serves customers’ information not in their preferred language is becoming a challenge to all online businesses. Customers are ready to feed themselves with information, buy and complete a purchase. But only if they find it in a language that is understandable and convincing enough to complete the sale. Reports show that – “75 per cent of buyers are more likely to buy a product with descriptions in their language” customers find content in their mother tongue more convincing than something they read in English. Marketing and sales are more than just branding a product; it’s more about building trust, which is achieved through localisation.
What Should You Know About Your eCommerce Website Bounce Rate?
Bounce rate is a web analytics term that indicates the percentage of online visitors who leave your website or mobile app after visiting only a single page. The average eCommerce bounce rate is between 20% and 45%, with bounce rates lower than 20% being regarded as exceptional. A high bounce rate for eCommerce website indicates that your landing experience is not meeting your target audience’s expectations. Consequently, hurting your business’s bottom line.
Though several reasons impact bounce rates, language barriers are one of them. According to a report by CSA Research, 65% of non-native English speakers give preference to content in their local language, and about 40% of the customers won’t buy from an eCommerce platform that’s not in their native language. Hence, hyperlocal personalisation with multilingual eCommerce is the way to enhance and engage local consumers and drive sales.
eCommerce Website Localisation: Best Practises for Best Results
Localisation is not just limited to translating your content according to your target regional market. It involves taking a holistic approach. eCommerce website localization generates a level of understanding and familiarity for your native language audience that goes beyond just words.
So what are these best practices that you can adhere to reduce your eCommerce bounce rates? And how to reduce bounce rate for eCommerce websites?
Start by Localising Your Home Page
An online store’s homepage acts as an entry point for consumers, facilitates user navigation on your platform, and generally experiences the most traffic. End-to-end website localisation of your store’s home page would create a smooth digital user experience for native language customers and increase your brand visibility on multilingual search engines. This will further reduce the website’s bounce rate and convert potential prospects into loyal customers.
Create a Hyperlocal Product Page
It’s your brand product page that makes or breaks a sale. There is more to localising a product page than simply translating text. For instance, for an item of clothing, the product name needs localising if it is to reflect the item’s usage. Similarly, the product itself may be replaced with a more suitable variant for the regional market. Even the choice of which product features in digital promotions and its priority listing will vary according to your target regional market.
Besides conveying product information in the local language, CSA research reports suggest that 73% of online customers want product reviews in their language. This will help product owners to engage consumers efficiently and reduce bounce rates online. How is this being achieved? Several eCommerce stores are being wise about it and leveraging multilingual solutions that create a personalised experience for their native language customers at scale.
Offer a Personalised Live Chat
In eCommerce, the first line of customer support is usually FAQs, followed by a virtual assistant. While all displayed manuals must be localised for local markets, AI-driven chatbots must also be adapted to understand and respond to consumers’ needs in multiple languages and cultures. Offering an eCommerce personalised live chat enables users with better navigation and, thus, increases your platform’s overall engagement.
Optimise your Website’s Checkout Experience
A complicated payment user interface can overwhelm users from making a purchase and increase your platform’s cart abandonment rate. According to a report, 25% of Indian internet users face challenges while using payment interfaces provided by eCommerce platforms. Optimising the checkout experience by localising the payment gateway can help you win your customers’ trust and reduce probable drop-outs.
Create Intuitive & Personalised Ads
Customers find relevant ads in other languages to be irrelevant and often annoying. Ads that aren’t localised only restrict your eCommerce campaign’s digital reach and negatively affect customers’ opinions and shopping experiences.
Creating hyperlocal and eCommerce personalised digital campaigns that are linguistically and culturally adapted to speak directly to your local audience can enhance your digital customer’s user engagement, reduce drop-offs, and ensure a better ROI across platforms.
Personalise your Post-sales Experience
The time between placing an order and receiving a package, known as the post-sales experience, is a prime opportunity to re-engage your customers on your platform. Unfortunately, eCommerce platforms often miss out on creating a localised experience and fail to get their customers to re-engage on their platform. Ensuring hyperlocal communications across platforms, such as order status messages, product names, shipping details, OTPs, etc., can improve the online shopping experience of your customers, increasing sales.
At the moment, the ongoing digital transformation in India is expected to increase India’s total internet user base to 900 million daily active users by 2025. And to address this increasing Indian language user base online, eCommerce companies are progressively moving towards a localised eCommerce experience; this will benefit their regional target audience, reduce website bounce rate, and enable customers with a personalised platform experience.
If you haven’t started thinking about eCommerce localisation, you should start now!
eCommerce localisation can impact your brand standing. It works like a supercharged sales team that never rests, all day, every day. With Reverie’s AI-powered eCommerce localisation solutions, you can get your localised eCommerce website up and running in no time.
It’s time to be known as a brand that meets the requirements of the new Indian regional market.
Your customers will now be able to engage online in their native language, which will likely reduce website bounce rates due to language barriers, maximise conversions, increase customer retention, and improve purchase volumes effortlessly.
The time to reach your brand’s full potential through localisation is TODAY!