Even though many internet users can speak English, there’s still plenty of reasons multilingual support is essential.
If you’re in the business of apps or designing software, you want users to adopt your solutions.
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Better yet, you want to retain them for as long as possible, if your revenue depends on recurring software payments or subscriptions.
This article will discuss how multilingual support affects the adoption and user retention of software.
Users Get a More Personalized Experience
Personalization is vital for software adoption.
Users want a personalized experience. It’s known that the effort you put into personalization affects how satisfied users are with your software.
It’s time for you to think big.
If you add multilingual support, your software will reach a new degree of personalization. Using your software will feel like it’s fine-tuned for the user instead of all users.
As you know, user support is critically important. Look at it as an opportunity to personalize another crucial part of the user’s app experience.
Instead of having support written in English, you can address them in their native language when they need your help the most.
With increased personalization, users will stick with your software.
Apps and SaaS are constantly under pressure to keep their clients active. When you deliver a more personalized experience, you’ll increase the likelihood of them using your software well after they’ve installed it.
You can use localization on your software to find out where your user is located.
You’ll instantly know what their language is and be able to deliver a personalized support experience. By doing so, your users will be more satisfied with your software’s support.
Implementing localization takes effort, but it pays back.
Let’s talk about how multilingual support improves communication.
Enable Better Communication With Users
As a software owner, you want to encourage your users to communicate with you. A great way to do that is to give them support in their native language.
Although customer support is critical for clearing out questions or problems, users can still hesitate to contact support.
If they can speak to you in their native language, they’ll be less hesitant to reach out.
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On the contrary, they’ll feel encouraged.
Imagine your users logging into your app or software.
When they have a problem, they’d see the customer support feature in their language.
Unlike most apps, it wouldn’t be in plain English. Users would spot the difference instantly and engage in communication.
They’d also be more confident in customer support because they can convey their support request in their native language.
Increased communication with your users would benefit your software adoption tremendously.
You’d learn more about how to improve your software to make it better.
You would also strengthen the relationship you have with your users at the same time and encourage them to reach out more often.
Here’s what you should do.
Prioritize adding multilingual support to your messaging. When users see your support messages in their language, they’ll feel encouraged to reply.
Check up on your users every once in a while in their native language.
If you’re developing an app, enable multilingual push-up notifications to engage with your users. They’ll be more likely to click on them and start a conversation.
That way, you’ll talk more with your users and nurture software adoption.
It Helps Your Software Stand Out
When your software stands out from the rest, more users will engage with it and, ideally, adopt your solution.
Every day, the app market gets flooded with new apps.
According to data by Statista, companies across the globe release tens of thousands of apps every day.
In February 2021, approximately 88 new apps were released through the Google Play Store, which was the lowest number of new app releases in a year.
The number of apps that will enter the app market will continue to grow. There are probably already dozens of apps similar to yours.
The market is overcrowded. To get noticed, software and apps need to stand out.
Offering multilingual support is a viable solution for this challenge.
After they’ve noticed your software, users will engage with your multilingual support and adopt your solution sooner.
You’ll capture their attention right away.
Make sure they see it on your software’s landing page, user reviews, and product description in the app store.
What about the impact of multilingual support on your user onboarding?
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Multilingual Support Improves Your Onboarding
The quality of your user onboarding has a significant impact on the adoption of your software.
If you onboard your users correctly, they’ll get the total value out of your solution. They’ll know how to use all its features to their benefit.
On the other hand, if you onboard your users poorly, you risk them not knowing how to use critical features. If English isn’t their first language, the onboarding process can be difficult.
It’s normal that your users will have questions.
If you can answer those questions in tutorials or FAQs in their native language, you’ll vastly improve the onboarding experience of your users.
They’ll know how to use your software fully, and better yet, rely on you for support answers. You’ll increase the likelihood of users adopting your solution.
Your software will also be more successful at retaining users.
If you’re wondering how to create an outstanding user onboarding process, we’ve got some advice for you.
Start by mapping out your customer onboarding journey. Their onboarding begins the moment they sign up for your software.
You need to clearly understand every step of the onboarding.
Mapping the onboarding process allows you to decide where multilingual support is crucial, so you can prioritize which steps to focus on first.
Single out essential learning resources in your software onboarding.
Finally, let’s talk about multilingual support and increased user satisfaction.
Increased User Satisfaction
Enabling multilingual support will boost your user satisfaction.
The first thing users think about when considering if they should keep using specific software is whether they are satisfied with it.
A satisfied user will continue using your software.
In contrast, a user that’s frustrated with it will drop your solution in no time.
By adding multilingual support to your software, you’ll increase user satisfaction because they’ll be able to get all the help they need in their native language.
You can imagine how satisfied they will be with your software or app solution.
As an additional bonus, they’ll express their satisfaction with positive reviews to further attract more users who value multilingual support features.
If you’re working on increasing user satisfaction with multilingual support, our best advice is to track it diligently.
First, decide on the most crucial tracking metrics.
They have to give you measurable data on how successful your multilingual support is.
They could be:
- How often do users request support in their native language?
- How much do users rate your multilingual support?
- Do users prefer multilingual support over English-language support?
Second, track the overall user satisfaction with your software and understand how multilingual support contributes to it.
This way, you’ll have a complete understanding of the impact of multilingual support on your user satisfaction, and you’ll get insights into increasing it with native language support.
As you can see, multilingual support can be very impactful on software adoption and retention.
It improves your software’s:
- personalization efforts
- frequency of communication with user support
- software differentiation
- user onboarding
- overall software satisfaction
Once you’ve integrated multilingual support into your software, you’ll retain your users and show them there are no language barriers between the two of you.
Joe Peters is a Baltimore-based freelance writer and an ultimate techie. When he is not working his magic as a marketing consultant, this incurable tech junkie devours the news on the latest gadgets and binge-watches his favorite TV shows. Follow him on @bmorepeters