The Reverse Swiss Cheese Model: How Incomplete Localization Affects Revenue

Join CSA Research senior analyst Dr. Arle Lommel for a discussion of the “Reverse Swiss Cheese Model” – a way of thinking about the barriers and opportunities you create for international visitors to your website and business – and how it affects your business success. This approach lies behind the Global Customer Experience Calculator, a free tool that calculates the likelihood that individual customers in our “Can’t Read, Won’t Buy - B2C” panels will make it through the various stages of their journey with your company. Strategists can use this model to understand how incomplete localization affects their revenue for each country-language pair. Beyond the requirement for having the right language, our research has shown that even when companies do localize content, they frequently erect smaller barriers that deter customers and close off spaces in the web experience for international site visitors. This webinar will discuss concrete steps you can take to improve your outreach to international customers and ways you can remove obstacles to their – and your – success.