Apart from a smooth interface, incredible page loading speed, and easy navigation, there is one more thing that can enhance the multilingual user experience profoundly but is often ignored by online business owners — Language redirection.
Let’s suppose you find the perfect website for your needs, but the only thing that goes wrong is that it isn’t in your language. That’d be disappointing, right? This is precisely how the people visiting your website would feel if you aren’t applying language localization tactics.
The language barrier can cost you many customers, which means low conversions and a higher bounce rate. Unfortunately, the combination of these factors can be fatal for your website. This blog will discuss how language redirection works and how you can implement language localization tactics efficiently to increase your conversion rates.
Let’s get started!
What is language redirection and why it is important for a growing business?
To understand the importance of language redirection, you will have to understand what it means. In simple terms, language redirection is the rendering of your website’s language according to the visitor’s location. So, for instance, a US-based website is also available in Spanish, the website will automatically redirect the user to the Spanish version if a user has set his browser language to Spanish.
There is no doubt that English is the commonly spoken and understood language all over the world, but there is still a mass that doesn’t speak or understand the language. According to statistics, only 25% of internet users speak Native English. These statistics illuminate the importance of language redirection.
You’ll observe a considerable hike in your website’s conversion rate once you make language redirection part of your website. You have no idea how many customers people lose just because of the language barrier.
But the main question is if redirecting users to their browser language is a good idea. The answer is yes, but there are exceptions! Below, we have discussed what makes browser language redirection a better option for users.
The Three Ways Of Language Redirection
You can implement Language redirection in three ways; inquiring about the visitor’s location, letting the users choose their preferred language by displaying a language switcher, and redirecting automatically.
Language redirection through location of the visitor
The first method is to ask the users about their location when they visit your website then change the language according to their selection. It’s usually a method that fit perfectly grand website with different content per location, for example a flight company.
Language redirection via language switcher
The second method is placing a language switcher on your website’s home page while displaying the front page of your website in the original language. Although this may seem like a good option, it may not increase the conversion rate as much as the automatic redirect method does. It’s not an automatic redirection method, though.
Automatic language redirection
The highly recommended way of changing the language is via an automatic redirect. In this method, the website automatically detects the browser language and changes the language accordingly. The users don’t have to give any input, which makes it the most user-friendly option. There’s a limit to that, if the user speaks several languages and want to choose another language from the browser language.
To redirect automatically, you have an option in the Linguise CMS extension settings. By default, this option is not activated for 2 major reasons:
- Users may speak several languages and want to choose the one they prefer
- When the traffic comes from Google, the preferred language is already suggested by the search engine before the user arrives at the website
Automatic redirection steps
This process of the automatic redirection has several steps, but all of them occur in some seconds or microseconds.
- The process initiates when the user clicks on the link to your website; this creates an HTTPS request. The HTTPS request works directly with the server. So, when users visit your website through a link or insert the URL to your website, the request carries the user’s information to the web server.
- The information contains the user’s IP address, the language of the user’s browser, and a user agent that pins down the OS and browser to the web server. The next step is taken based on your selection in the redirection as mentioned earlier.
- Once the server comprehends the information and identifies the setting, it redirects the user accordingly.
- For instance, if you select the browser language option, the server will alter the language according to the language of the user’s browser.
- Similarly, if you opt for the IP address option, the redirecting will be done based on the IP address the user is visiting from. Once the IP address is detected, the HTTPS address will be set according to the visitor’s country, which will also change the website’s language.
Language redirection for users with multiple languages
Taking the people who speak multiple languages is one of the main factors to consider while choosing between redirection via browser language or IP address. Since you won’t know what language they prefer, opting for the IP address method won’t be a good idea because it doesn’t allow users to choose their preferred language.
Instead, the browser method will work way better as the language will be set according to the user’s browser one, which he can understand well. Moreover, placing a language switcher option is also a perfect alternative for this situation.
Language redirection for users having VPN
VPN is being used on a large-scale nowadays for different purposes. When a person using VPN visits a website that redirects its users to their native language, their language changes into the native language of the country they have selected for their VPN. For instance, users who have set their location to France on VPN will view your website’s content in French even if they are actually located in Germany.
If you select the redirect option, the language will change to their browser’s language.
Language redirection for users in foreign countries with anonymous browsers
Anonymous browsers are pretty much like VPN. They hide your original IP address and use their IP address instead, so your identity remains anonymous. For such users, the browser language redirect option works since they can be from any part of the world.
Which option should you choose?
Both browser language option and IP address redirect have their perks, but you can’t opt for both of them. Instead, you’ll have to consider the factors of each option and then finally decide on the most suitable one for your website.
Our recommendation is to do NOT make any redirect if your website customer are speaking several languages, they will be able to choose the best language to browse your website. This is also because some countries exist where the number of the native language is more than one.
If the major of your customer are speaking only one language, the redirect to their browser language is a good option. Furthermore, browser language is also suitable in case the user is on a VPN.
All in all, redirecting through browser language is an option to consider after you get to know precisely your audience. You also need to consider the traffic source, if 90% of your user comes from search engines, they’ll do the language selection for you!
Increasing sales and traffic is the primary goal of every online business owner. However, the unavailability of language redirection in your websites can act as a resistance to your business’ growth. The value of language redirection when it comes to your business’ well-being is a lot.
But you’ll have to take care of many things for efficient language redirection. Hopefully, this blog has cleared all your questions and has helped you decide what method you’d choose for language redirection. Linguise is the best tool out there that can help you with your language redirection process and accelerate your online business considerably.