Users clicking away from a website almost immediately can signal a deeper problem. That’s exactly what a German ecommerce brand discovered when its US website’s “About Us” page showed an unusually high bounce rate. On the surface, everything seemed in order – the site looked great, the products were relevant, and the branding was consistent. Yet, something wasn’t clicking with the audience.
By digging into the data and applying a thoughtful combination of localization and content optimisation, I identified the issue and helped turn things around. Read on to find out how.
The Challenge: Understanding User Expectations
The client asked me to review their US website’s performance through Matomo analytics. Almost immediately, I spotted something strange: users visiting the “About Us” page left the site within seconds. I clicked through to the page myself and found the issue. Instead of an engaging introduction to the brand, US users were met with an Impressum.
For those unfamiliar, an Impressum is a legal notice required on German websites. While essential in Germany, it means little to US audiences who visit the “About Us” page expecting a warm welcome to the brand.
What do US users expect instead? Stories, values, and missions – content that builds trust and makes them feel connected. According to a HubSpot survey, 85% of customers say trust is a key factor in their decision to buy, and 31% rank an “About Us” page as one of the most critical parts of a website.
The takeaway? If you’re not meeting user expectations, they’ll leave.
The Solution: Localized Content
Fixing this issue required two steps:
Relocating the Legal Notice
We moved the Impressum to a dedicated “Legal Notice” page and placed the link in the footer, where US users expect to find legal information. This ensured the website remained compliant with German law while aligning with user expectations.
Rebuilding the “About Us” Page for a US Audience
The “About Us” page was transformed into a storytelling hub. Together with the client, I crafted content that resonated with US users:
The CEO’s personal journey – relatable and inspiring.
The brand’s mission and values – what sets it apart.
Strategic product placement – encouraging users to explore further.
I also optimised metadata to boost the page’s visibility in search results, ensuring that users could find the updated content more easily.
The Results: More Engaged Users and a Significant Drop in Bounce Rates
The changes had a noticeable impact almost immediately:
Bounce Rate Dropped: Users stayed on the website longer thanks to content that met their expectations.
Engagement Increased: Visitors explored the page and clicked through to other parts of the site.
Conversions Improved: By creating a seamless experience, we opened the door to more sales opportunities.
Localization isn’t just about translation – it’s about creating content that feels intuitive and relevant to your audience.
Create Meaningful Connections through Content Localization
When entering a new market, understanding your audience is essential. US users don’t just want content they can read; they want content they connect with.
Ready to make your website work harder for you? Let’s talk about how localization can transform your user experience – and your results.
I’m Cathy, language-nerd and expert in making German brands shine in the English market. By choosing the right keywords and optimising your content, I can help your products reach more potential customers and increase your sales.
Ready to see your brand’s visibility soar? Get in touch today for a chat and let’s make your content work harder for you!
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