Small Business e-Business
Think Globally, Act Locally Online

If your online customer can conduct a transaction in their native tongue they will 4 times more likely to buy, do you know that?

The great equalizer and the gateway to the worldwide marketplace has been offered by the internet. Here’s an explanation: more than half of all internet users, a first language is not English.

To identify your target markets -- their habits, values, wants, needs, etc is the first step to globalizing your website. Here are some guidelines for user-friendly English content website to creating a cross-cultural:

• Simple is best, the most importantly
• Avoid figures of speech and slang - use plain, clear language; as common expressions may not be familiar to your readers
• Keep a way from use of humor, as it’s racially driven.
• Avoid vulgarity of any kind -- it possibly very rude to other cultures.
• Use simple & universal graphics that are unlikely to be misinterpreted.

Consider these aspects of development if your budget allows you to undertake some degree of globalization:

When wording is simple, direct translation of content is most effective, including one thought sentences only, kept a minimum to metaphors, and used terminology consistently.

Think carefully about design, graphics, navigational style and the cultural context of language.

Even common website graphics are not always universal so keep in mind your use of icons to assist the user. For instance, an icon of a house does not represent ‘home’ in France because the French call their homepage the ‘welcome page’. In the same way, for Macintosh’s garbage can icon for ‘trash’ has been mistaken as ‘email’ by British users whose mailboxes look similar to North American garbage cans.

Use wrongly of body language, logos or symbols can be embarrassing and can cost to your business. An owl in some Asian countries it connotes stupidity but in North America can symbolize wisdom. An open palm in other cultures it is an offensive gesture but it may mean ‘stop’ to North Americans.

Yet, color is cultural. For instance, white may signify in many Asian countries it is related to death and mourning but in North America may signify purity and may be associated with marriage.

Understanding of a global perspective and cultural sensitivity, small businesses doing business online can succeed in the international marketplace. Understand your target markets and you will be better equipped to serve them is the message behind globalization.