If you think that translating your website into Chinese will fully serve your Chinese customers’ needs, you’re wrong. In fact, there’s no guarantee that translated content will even meet your Chinese customers’ most basic needs. But even if the content is useful, firms need to ensure that localized sites meet the other two components of the customer experience pyramid — they must be easy to use and enjoyable.
Thousands of years of rich cultural heritage and Chinese consumers’ unique offline behaviors have shaped a set of needs, expectations, and perceptions that differ from those of their Western counterparts. Add the technical constraints that have defined Chinese site development, and customer experience professionals face an uphill battle in trying to solve the riddle of the Chinese online market. My new report, "What Chinese Consumers Expect From Website Experiences," answers three critical website design questions:
- What makes a website useful to Chinese users?
- What makes a website easy to use for Chinese users?
- What makes a website enjoyable for Chinese users?
The report is designed to give you a few hands-on tasks that your company can immediately adapt to develop a Chinese-language website that’s truly tailored to your Chinese users. I hope you enjoy the report and would welcome any feedback that you may have. I am currently working on my next report detailing how to evaluate Chinese websites using Forrester’s Website User Experience Review methodology. Stay tuned!