Multilingual search engine optimisation specialist Oban Multilingual has launched a cultural multivariate testing solution that allows different components to be added to or changed on a website and then monitored to see how people from different cultures react to them.
The GlobalMaxer solution has been undergoing testing on a Jordanian tourism website since January, with surprising results. For the test, separate French and German domains containing the Jordanian tourism website were created, with the goal of maximising the number of visitors who requested a Guide to Jordan brochure. Oban then applied its software to each site, with the goal of identifying the perfect layout and phrasing for each culture.
During the test period, the site received more than 2,750 visitors, of whom 10% downloaded a brochure:
- German visitors responded better to localised, colloquial text (12% conversion rate) than to a straight translation (6%).
- French visitors preferred a mix of localised and translated text. The size of the call to action to download was most influential, however, with a translated heading in a much larger font size getting the highest conversion rate of 16%.
- German and French visitors also responded differently to colour. German visitors showed a preference for a purple background with white text. French visitors preferred a white background with black text.
