How language adaptation on Smartlink allows you to get more profit (11)
How language adaptation on Smartlink allows you to get more profit
Today let's talk about the importance of language adaptation implemented on IMI Smartlink.
We've known for a long time that it's necessary to localize pre-landings for each Geo with the corresponding language. Almost two years ago there were about 50 different concepts in rotation on Smartlink. We were wasting tens of thousands dollars on CDN to get an uplift from the German pre-land, while modernization of the concept and design were push into background. But once we uploaded the language selection, we realized it wasn't enough.
Pic.1: Share of German in Germany
As you can see from the screenshot, currently only 70% of German traffic in the system occur in German. Two years ago, before lockdowns and coronaviruses this index didn’t exceed 60%. This meant that in order to monetize effectively, we would still have to increase the number of pre-lands in rotation many times over and forget about making changes to the creatives forever. Since last spring, we have been using pre-lends with language adaptation for the browser language.
Now every user gets creative with a professional translation, matching the browser settings. That’s why, we were able to reduce the number of pre-lends and increase monetization efficiency by 90%.
Well, now let's look at the numbers. For the test, I took a publisher on Germany Geo and set up three identical pre-lends: German, LP with language adaptation and 3rd - English
Pic.2: Prelands in English with language adaptation and German
Pic.3: Split test set-up
As you can see on the screen below, the EPV of the German pre-land is 25% higher than the English pre-land. The EPV of the language-adapted pre-land gives another 12% more and brings this partner in this segment an additional 3.200$ in monthly terms.
Pic.4: Test results
Any questions? Comment the post and we'll try to help.
Profit to all!
Thank you! I don't think I'm understanding fully. Are you illustrating the improvements from matching pre-lander language to browser language?
The 3 pre-landers: One's in English, second's in German, what's the third one please?
Thank you!
Amy
Nice info. I have the same question. What does ML stands for?
Originally Posted by vortex
Hello!
Thank you very much for your question.
Absolutely correct.
The third preland is on Russian.
- - - Updated - - -
Originally Posted by affpayinggao
Thanks so much for the question.
We don't understand your question very well. Could you, please, explain your question more fully?
Originally Posted by iMonetizeIt
Amy
Originally Posted by iMonetizeIt
Essentially we're asking the same question.
Amy
Originally Posted by vortex
If you mean this ML:
It's three identical pre-lands. In German, in German with language adaptation (ML - Multi language), and English.
Thank you for your attention and for digging deep into our texts.
Good info and absolutely true.
That´s why I also started few months ago to build more and more mulitilanguage LPs that translate into 5o different languages depending on the users browser language.
That´s probably the best way to catch as many users as possible in their native language.
Ah OK @iMonetizeIt I get what you did now - thank you for explaining!
Yes - detecting the user's browser language and serving landers in the same language can indeed maximize conversions. This is pretty basic to veterans, but may not be apparent to newbies. It's a great reminder!
For those that don't code, don't want to bother to rip multi-language languages or hire people to implement multi-language capabilities to your landers: The same thing can be accomplished by:
1)Preparing/ripping landers in each language, and
2)Setting up tracker rule: e.g. If browser language = English, send to English landers etc.
To find out what languages are prevalent in each country:
https://www.infoplease.com/world/cou...y-of-the-world
But this chart may not always show the complete picture. It can pay off to dig deeper. For example, for Germany, the site above only shows this:
But if you dig deeper - for example by looking up this page on wikipedia, you'll find this:
So if you're running a really big campaign, it may be worth it to test French as well.
Amy
Originally Posted by vortex
Yes - detecting the user's browser language and serving landers in the same language can indeed maximize conversions. This is pretty basic to veterans, but may not be apparent to newbies. It's a great reminder!
For those that don't code, don't want to bother to rip multi-language languages or hire people to implement multi-language capabilities to your landers: The same thing can be accomplished by:
1)Preparing/ripping landers in each language, and
2)Setting up tracker rule: e.g. If browser language = English, send to English landers etc.
To find out what languages are prevalent in each country:
https://www.infoplease.com/world/cou...y-of-the-world
But this chart may not always show the complete picture. It can pay off to dig deeper. For example, for Germany, the site above only shows this:
But if you dig deeper - for example by looking up this page on wikipedia, you'll find this:
So if you're running a really big campaign, it may be worth it to test French as well.
Amy
Thanks for the addition of the information!
We are sure it is 100% useful for beginners and pros as well.
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