How Retailers Can Use Localization to Optimize Global Marketing Campaigns

A localized website helps with search engine optimization by building the site with translated keywords, too. For example, if a Russian shopper is trying to find a backpack, it's important to note whether the direct translation might approximate more toward "bag" than backpack. And if it's "bag," a site needs to take into account all the varieties of that "bag" as well.

This doesn't just help shoppers understand what they're buying, it helps boost search engine rankings for keywords in your target market. So a Russian shopper who uses Google to look for a backpack may find your website first if you've translated appropriately.

2. A seamless shopping experience: To really optimize global marketing campaigns with localization, retailers have to focus on the customer experience when it comes to finding and purchasing the products they want. A marketing campaign can get them there, but a localized, seamless shopping experience helps guarantee that shoppers will convert.

Even in the U.S., e-commerce sites often put up unnecessary barriers that discourage shoppers. Research shows that the No. 1 reason that people abandon their shopping carts is that they're presented with unexpected costs.

If you're trying to build a localized experience, ensure that shoppers can pay with their native currencies and that they know all the shipping and handling fees up front. Otherwise, there's a big risk they'll see some unexpected costs and decide not to go through with the transaction.

The checkout process should be transparent and seamless from start to finish. From website to product page to billing information, make sure that each step is localized and takes into account the additional fees and wait times for international shipping.

3. Localized emails: Email marketing campaigns that are built for other markets need to be localized to offer the best return. Compelling subject lines are more or less the No. 1 reason that people open emails — especially if they offer great deals. Make sure that the copy of each email offer, from the subject line to the product description, is accurately localized.