The Language of the Web is Changing
by BennyB, www.sexmoney.com
Despite the fast growing number of the non-English speaking surfers online, why do most of the American sponsors and Webmasters still offer their sites exclusively in the English language?
This would seem to be a very limiting perspective, considering the limitless Internet, and how the online world works on a global level. It seems as if they EXPECT their surfers to speak the "proper language."
The content provided, and the methods of payment are not considering the cultural preference of the international surfers. This approach might have been correct a few years ago, but meanwhile the market has changed, and about 60% of the total online population is now non-English speaking, compared to 40% English-speaking users.
Some Web sites are even made available in different languages. However, just translating the sites into a different language does not solve the problem. Words and specific terms have different meanings abroad, and an unprofessional translation will eventually lead to misunderstandings. The layouts of the sites and the display of content have to consider regional preferences. Europe alone consists of 48 different countries with different languages and cultural backgrounds.
The International Traffic is almost exclusively directed toward the dialer, due to billing and credit card restrictions. If the surfer is ready to accept the relatively high charges of a dialer, then this approach will consequently result in higher short-term profits, however, the opportunity is wasted to win this customer as a member that is going to generate even higher profits over a longer period of time.
The majority of American sites also lack the functionality of proactively leading the International surfer to the niche that he specifically requested. More often than not, the user always ends up on the same dialer page, not featuring the niche that he primarily asked for.
We see that there is a big challenge for American Sponsors and Webmasters to successfully participate in the international market. As the manager of the International Traffic Unit of SEXMoney.com, I hold the opinion that providers of American Web sites will gain even more profits from International Surfers by forming international partnerships with European Affiliate Programs. "Nobody knows the specific marketplace better than providers of paysites operating within the specific regions and countries."
Being faced with the issue, whether Sponsors would be willing to direct the International Traffic of their webmasters to the International Affiliate Program, I would argue that SEXMoney.com provides the functionality that statistical information will be furnished to a specific Webmaster-Id that is provided by the hosting Sponsor. Thus, no information will be disclosed on what specific webmaster stands behind the relevant ID. A link which is integrated into the statistical area of the hosting sponsor assures that the statistical information of any webmaster is retrievable at any time.
There is also no need for American Affiliates to change their preferred domestic Affiliate Programs, but in respect to the International Traffic, they should add an additional international partner that is going to handle the traffic for them. This will be managed by sorting the International Traffic, based upon IP-detection and browser language. The surfer will be directed toward a site that is going to welcome him in his native language, and a product presentation will await him that considers his cultural preference. Furthermore, the information about his requested preference is essential, in order to lead him directly to the specific niche that he primarily looked for. With regards to the previously mentioned credit card and billing restrictions, European Affiliate Programs have the possibility to offer the payment method most convenient to the customer. This will enable American Sponsors and webmasters to overcome cultural barriers and credit card restrictions, and will consequently result in a higher conversion rate and longer retention.
Important Factors In Dealing With International Traffic
- Identify and filter your International Traffic - Use IP-detection and obtain the browser language of the surfer
- Route the surfer to the requested niche and welcome him in his native language
- Offer different methods of payment that are most convenient to the customer
- Consider the differences of cultural preferences while designing the layouts and the content of our sites
- Be aware of jurisdictional restrictions and use a local AVS
- Seek International partnerships with European Affiliate Programs that offer
- Local memberships in order to participate in recurring billing over a longer period of time
- Sites in the native language with a large variety of different products
- A high rate of lifetime commissions (up to 70%) and sign-up fees
- Bi-weekly payouts
- Customized Interfaces for the transfer of statistical data
BennyB, director of International Traffic for SexMoney.com, was educated in the US and his hometown of Munich, Germany, and holds an MBA in marketing.
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