The Ukrainian law, which enshrines the priority use of the Ukrainian language in the sphere of e-commerce, came into effect in July 2019. It obliges entrepreneurs – owners of Internet resources, regardless of the form of ownership and type of activity, to translate the site into Ukrainian in a volume no less than that of other language versions. At the same time, sites must load on it by default.
Compliance with legal requirements is only one side of the coin. It is important to understand that the functioning of the site in compliance with the legal norms of Ukraine today is not just a norm and compliance with the rules of good manners, but allows you to seriously strengthen your position in the market. In particular, to cover that segment of the target audience for which the presence of the Ukrainian version is a decisive factor when placing an order.
What other real advantages and competitive write sms that gets results in marketing benefits will the Ukrainian version of the site bring to business? Let’s look into this in more detail.
1. Increasing the amount of traffic to the site
Delaying the decision to translate a website, fearing a decrease in traffic for Russian-language queries, is actually a serious mistake. Professional website translation allows a business to implement the transition quickly and without problems, and the creation of another language version inevitably leads to an expansion of coverage in search engines.
As practice shows, traffic will grow in 98% of cases, of course, subject to a simple condition – creating truly high-quality content, competently filled awb directory with key queries. The semantic core expands due to the creation of product cards, new service pages, categories, and so on. As a result, the audience reach increases and, accordingly, traffic grows.
In addition, you can attract additional traffic now, before the competition reaches its peak, at a lower cost than later, in a few months or six months.
2. Increase in conversions and sales
An increase in search traffic naturally leads to an increase in the number of company clients, sales and profits. In certain market segments, increasing targeted traffic allows for a conversion increase of up to 45%.
According to research conducted in the western regions of Ukraine, for example, up to 75% of consumers consider the provision of product information in their native language as one of the factors in choosing a particular seller.
Today, it is still noticeably easier to take a place in the top for Ukrainian-language queries than for Russian-language keywords. Although competition in this segment is steadily growing, its scale is not yet so great that the first positions in the search rankings would be an impossible task.
3. Increased brand awareness
One of the important arguments in favor of translating a website into the state language is strengthening the company’s position in the market and, as a result, increasing recognition and strengthening a positive image. Having two language versions benefits the company’s reputation because it always inspires a higher level of trust among users.
If a company shows respect for its potential customers and cares about the comfortable perception of information, people will notice it and remember it. They are ready to spend more time on the pages of the website when they find answers to their queries.
The Ukrainian version of the site satisfies the needs of a huge segment of the target audience, and by developing it, you make a significant contribution to the development of your project.
4. Increasing audience loyalty
Any company that strives to develop and scale its business is interested in increasing the loyalty of its customers. Multilingual sites have the potential for growth due to the high level of trust among users, for whom the issue of choosing the Ukrainian language is fundamental.
According to statistics, the first to take the initiative in terms of translating websites were the market leaders — large companies. Small and medium-sized businesses that were not so far-sighted are losing conversions, sales, and traffic, since they exclude users who think and google in Ukrainian from their audience.
To solve this problem, you should translate the entire interface, all sections of the resource, all categories, as well as the full texts on the site pages and in the blog (if there is one), product descriptions, and so on.