The Google Analytics Language Report can show you which languages your visitors speak and whether your site is serving those visitors. This is key to optimizing your marketing and if you’re investing in online marketing, then this vital information.
The Teacup Analytics Team often hears of surprising results from this report. For example, you might not realize that your site has a broad appeal amongst Turkish speakers, even though your site may be in English. Revelations like this can open up new avenues to explore in Adwords, help you improve your landing pages and maybe inspire you to localize your site.
What Languages Do My Visitors Speak?
If you’re looking at this information in Teacup, What Languages Do My Visitors Speak only has one section, a table, with each row in the left column given to a language (and sometimes a dialect)? The first thing you might notice is the volume bar, on each row, alongside the language name. This helps visualize the volume that each language’s visitors contribute to your overall traffic.
To understand this information in the Google Analytics language report correctly, it’s worth discussing how a language report differs from a report on the geographic region. What we’re looking at here is not the country in which the visitor is browsing. Instead, we’re looking at the language that the visitor prefers and that they’ve set on their computers or browsers.
That means your Spanish speaking audience could be in Mexico, Canada, The United States and Spain. The significance of this you’re learning what your audience is most comfortable speaking and reading. This is crucial to developing the right content and optimizing your Pay-Per-Click advertising strategy. We’ll cover this in more detail later.
You can take a more in-depth look at each language’s segments, like whether they came direct, via referrals or search or elsewhere. These details surface opportunity and can enhance your overall understanding of where your non-local speakers are finding you.
The best part of this report is the ability to take you outside of your comfort zone. Hopefully, you’ll be inspired to try out new keywords in your marketing initiatives, seek out new referrals and maybe even decide to create a particular language area for your newly realized audience.
Do I Need To Offer Localization On My Website?
You might be thinking that this report is only useful if you incline to create a localized version of your website. Localization, in this context, refers to offering your site in the language of your visitor, be they Russian, Ugandan or French.
However, that is seldom necessary. You can learn a lot about your site and your content from monitoring the language of your visitors in Google Analytics.
The first thing to consider is that many non-local visitors are using translation tools to navigate their way through your site. Note the quality grade of the various languages. If the quality grade is low across the board, the issue might be technical. It’s possible that the browser or translation tool is struggling to translate your site. Try pasting in a page URL into Google Translate and see if Google can make sense of your site’s structure and language. If not, you have an opportunity to grow your audience!
If, however, your non-local audiences have decent quality grades, it indicates that your visitors can achieve both your goal, and theirs and perhaps localization isn’t necessary.
When Should You Offer Localization?
Now, you might want to offer localization if you see a significant and profitable amount of traffic from one or two language groups. Many areas of the world have multiple languages in the same region, like Canada, Belgium, South Africa, Israel, China and many others. In these areas, it can be worthwhile to offer language choices. The beauty of this Teacup report is that you’ll know whether it’s a good idea before you take that step.
A great way to test whether localization is right for you, cheaply, is to create a landing page in the non-local language and then link to it from your homepage. Let’s use Russian as an example. Thus a Russian visitor could click on the “Russian” link and land on a simple page in Russian. Make this page a “destination” goal and consider people who click through to this page as “conversions.”
Then, using Teacup’s Achievables, set a goal to improve the conversion rate for Russian speakers and track it. If the fact that you’re offering Russian is resonating with your audience, you’ll see a significant increase in your quality grade for that language as well as increased conversion and a likely decreased bounce rate.
You can then decide whether going the whole hog and translating your site is worth the effort.
Fact is, in many countries with substantial non-local language groups, they use this single page idea. The home page offers separate pages in other languages with the critical details of the business. Often that’s enough.
How Does The Google Analytics Language Report Help My Marketing?
If you advertise online with Adwords or other services, you can find some lovely opportunities by considering the role of languages. This Teacup report helps you learn about traffic whose users exhibit a natural interest in your products, which you might not be directly targeting.
Sure, it matters that you’re getting a positive response from the audience you’re directly targeting in your advertising. However, take a look at the traffic you’re getting outside that market. Perhaps you’re advertising in English, but note you’re getting high-quality traffic that prefers Italian and Spanish, this indicates a lucrative opportunity to localize your ads.
Furthermore, you can branch out your keywords and potentially find profitable ones with much lower competition and cost per click. And here’s another useful resource to help you choose the right keywords.
Ultimately, understanding which languages your audience prefers can help define your marketing spend and content strategy.