There is no such person as a “global consumer.” Each web user lives in a specific country and expresses a preference for mother tongue content. How do site owners ensure that visitors from other nations and different language groups within a given country have access to the content and features they have worked so hard to put online? Most websites’ designers fail to build online interactions that adequately support geolingual visitors (arriving from another country, speaking a different language). In this presentation, Ben Sargent, senior analyst at research firm Common Sense Advisory, will examine best and worst practices based on a multi-year study of hundreds of global brand websites. We’ll delve below the surface and discuss “critical induction paths” to learn how successful global websites get visitors through the key thresholds along the way from being a browser to making informed decisions to try, buy, join, or give. Marketers and user experience (UX) designers will learn to avoid the most common mistakes that companies make when creating a global web presence.
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