Every vendor wants to make it easy for potential customers to buy their products and services. When the buying happens face-to-face the salesperson is able to observe and communicate with the buyer to find out if there are any barriers to purchase. However, nowadays when the buying process is moving more and more to the internet, the personal connection is often lost. It’s possible that companies don’t know why people (i.e. visitors) don’t convert to customers.

Uncertainty is a barrier to purchase

Uncertainty scares people. It prevents us from trying and buying. When the first seed of doubt is planted it’s hard to get it out of mind. If we feel that there’s something we don’t understand, our minds start to search for other suspicious clues, i.e. those tiny hints that make us hesitate even more. And a dubious mind will always find them.

Hesitation is a challenge to businesses. The difference between a potential and real customer shows itself in the cash register. After all, most companies can’t operate without turnover. Thus companies should do everything to prevent the first negative feeling of a potential customer. For example, a wrong language selection and poor localization quality are possible causes of doubt and uncertainty.

Don’t understand, won’t buy

Although all customer-related decisions should be intentional, in worst cases companies build a wall between itself and potential paying customers. Too often language decisions are actually made from outside by circumstances or some other external forces. Then possible problems are noticed only reactively ─ or maybe not even then. It’s not rare that language related issues are misinterpreted as technical problems.

Language choices are more than just cost optimization tasks. Languages have a straight link to the core business strategy: Who do we want to sell to? Who is our target customer? Who is our ideal customer? Where does the revenue come from? As you can see, these questions aren’t minor and they deserve careful consideration.


The cold fact is that people won’t buy from you if they don’t understand you. If the strategy is to do international business, one language just won’t be enough. Or to be exact, one language is enough if your target customers are, let’s say fluent and experienced English speakers. You just have to accept that those who aren’t comfortable enough with their English skills will never even try to listen to your messages. It’s the barrier that you’ve built yourself.

Make the choice

Barriers aren’t always bad. It’s totally OK to limit your supply. If you’re not able to ship your products to some countries, there’s no point to make marketing efforts to those people either. But if you want to find new customers, don’t underestimate the power of language barriers. It’s your choice. Make it today.



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