Testing whether the client should invest in a multilingual website
PPC campaign
Testing whether the client should invest in a multilingual website
Our client’s customers often speak basic English. Connecting with them in their native language could help to better explain our value proposition and instill confidence in the platform.
89/100
WWW eco score
Research
Solving a challenge brought up by the customer service team
We designed a flow that allows people to calculate their potential earnings when using one or multiple vehicles.
During sales calls, it’s easy for people to miss out on key details in English. This extended the lead-to-sale cycle and additional strain on the team.
Experiment
We tested the waters with a PPC campaign in Romanian
Turning a profit on that campaign would be a good indicator that expanding to other languages across the website would be worth it.
Implementation
Translating landing page templates
We slotted the translated content into a user-friendly layout. Doing it one language at a time and creating a quality page was crucial to make this test reliable.
Results
Hypothesis proved to be true
This made the test not only accurate, but also affordable. Our hypothesis that we can get more leads by advertising in other languages proved to be true.
Future
Measuring the potential for a multilingual website
We’ll be adding multiple languages to the website. The plan is to launch them in small iterations to test our hypothesis even further.
Key learnings from this feature
The quality of leads and the lead-to-sales cycle length depend on the quality of the campaign – it’s likely you’ll see them decrease at first.
Multilingual pages generate additional leads in diverse communities.
You can expect the Cost Per Acquisition to be much lower.
“The test campaign went well. Courier Exchange has a big market of non-native speakers. They got lots of leads, with a low CPA. The volume affected lead quality a bit, but it was still a successful campaign for their PPC team.“
Dawid Zimny, Product Manager @ NerdCow
Next story
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