A little under 4 Year’s ago I posted a blog about people’s search activity and when I read it today I thought that it would be a great idea to re-post it, as the content is just as valid, if not more so, as it was back then. Instead I’ve copied the content into a new post so that I could add an interesting little footnote.
I recently read a post by Barry Schwarzt that highlighted a decision which Google made to drop a service that they said was rarely used and this action got me thinking about why this might be.
Very simply put the service enabled users to type in search criteria in a their native (source) language and then use a drop down tab to choose a different language to search in. Google would then use its own Google translate MT engine to fulfil the search request in that language and produce the results, again using Google translate, in the original source language .
It was particularly useful if you were searching for legislation changes in foreign countries, market leading influencers in industry sectors in foreign countries and invaluable when researching companies or individuals in foreign countries.
Now some of you may be asking “what’s the big deal? I only ever search in my own language anyway” well that’s the point. Google has evaluated this service and decided that its usage is so negligible that maintaining it as a service is not worth it. In other words “People only search in their native language!”
So why is this?
- Is it because people don’t trust Google translate? There are enough horror stories around to suggest that this could be one of the reasons.
- Is it because people didn’t even know the service existed? Another very plausible possibility; I certainly only found out about it through accident and I would consider myself fairly tech savvy.
- Or is because we humans are just too frightened of making a mistake and therefore adding another potential failure variable into our search for answers is just a variable too far?
My personal belief is that it is predominantly just human nature and that we are predisposed to take the easy, or tried and tested, option. If we haven’t been shown how to use something or don’t understand how to use something then we just won’t do it, which leads me nicely on to why over 72% of internet users only visit sites in their native language and why over 52% will not buy ANYTHING from a website which is not in their native language and only 30% will buy something if the Ts&Cs are in their native language.
Consider the following:
You are walking down the high street and there are two shops both advertising the same thing in the shop window. Shop 1 is selling this item at a price which is 10% more than Shop 2. The problem is Shop 2 is selling a Dunstabzugshaube and all the specifications are in German. Shop 1, however is selling an Oven Extractor Fan with the specifications in English, now which one would you buy???
Transfer this simple logic to a website and suddenly even finding the shop becomes a major task if you don’t speak that language.
With the next 2 billion internet users to come online not having English as their primary, or even secondary, language the time to start opening up your shop window to a new audience has never been more critical. If you want to learn how to do this effectively and in line with your budget then just get in touch I’ll be happy to listen.