Financial services are the products that consumers are least likely to buy if the website is not in their native language
Travelling is one of my passions. I have travelled extensively, alone, with friends, with groups of people. I have visited many places in Italy, in Europe, and “exotic” countries, from India to Vietnam, from Syria to South Africa. I like to meet people with different cultures and try to understand their language.
Anyway, from my own experience, when people – like my travel companions – have to buy something or choose what they are going to eat at the restaurant, they would rather read the product labels or the menu in their own language (and possibly see a picture!). The same goes when you buy a travel package on the web. It is a matter of trust.
A recent report “Can’t Read, Won’t Buy: 2014” by the independent market research firm Common Sense Advisory (with more than 3,000 global consumers in 10 non-English speaking countries) confirmed my perception. Continua la lettura di Don’t speak my language? I won’t buy your financial services