January 7, 2009

How To Measure ROI For Spanish-Language US Sites

by Tamara Barber

with Ron Rogowski, Elise Godfrey

Executive Summary (This is a document excerpt)

Customer experience professionals know they need hard metrics to prove the value of their Spanish-language sites, but most fail to plan for what they need to measure or how to measure it. Return on investment (ROI) measurements for Spanish-language sites in the US aren't vastly different from ROI measurements for any other Web site project. However, incorporating a new language means that firms will have to account for IT and localization costs and capture metrics that account for users switching between languages. But before the first Web page is even laid out, site owners must conduct customer research, seek agreement on how to measure success, align the site with other internal departments, and plan to measure the site's benefit to the brand.

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