It is what the customer wants.
A survey of over 2000 One Hour Translation clients identified that most respondents are more likely to buy from a website in their native language. People clearly prefer to shop in their own language. 82.5% of Italian respondent 74% of French-speaking Canadian respondents 90% of Japanese respondents 79.5% of German respondents There is no reason to think that the Latin America and US Hispanic communities would be any exception.
It’s cost efficientTranslation costs are very low vs the potential increase in sales that can be generated as a result of translating your website.
Cultural Adaptation increases brand reputationThe cultural adaptation of the content will make your brand attractive to local customers. By translating and culturally adapting the message, you are demonstrating that you understand and respect cultural diversity. Tailoring the translated content to incorporate local customs and nuances will make your product stand out. So, what are the best strategies and techniques to market to Spanish-speaking communities? Nataly Kelly’s 2014 article in the Harvard Business Review provided 4 possible options:
Create a customized domain for Spanish-speaking communities
Register a domain name that is distinct from your English site, like .es for Spain, or .mx for Mexico, etc. This will give the site an authentic look and feel. Where possible, ensure that the domain name is at the top level to avoid the implication that the Spanish site is less important.