When people talk about International SEO and content optimization, their focus is usually on keywords and translation. While those are important, there are other aspects of content that need to be optimized and localized. Otherwise, the perfectly translated content will not perform as well as it could. Here’s a list of key content elements on your website that you should care about.

Payment Methods

Each country has its preferred version of payment options. Don’t assume that the payment options on your existing site automatically work with people in other countries. Even Google pay, Apple pay, and PayPal may not be the preferred options.

Shipping Cost

While you are offering free shipping for domestic orders, it may not be a reasonable option for you considering the international shipping cost. Instead of trying to reduce your profit for the sake of sales, clearly state the shipping cost to each destination. It avoids the surprise and confusion on both ends. Providing multiple shipping methods with different fees would be helpful.
In addition to the cost, providing information related to how long it takes to ship for each method and custom fees would be good.

Exchange and Return Policy

The thought of returning the items internationally can put a huge cloud over your customer’s head. Considering the shipping and other costs, it may not make sense to return the item for a refund or exchange. Think of likely case scenarios, and decide what options to offer. For example, some companies accept the photo image of the products for refund or exchange without actually returning the item. It saves money for both customers and the company.

Contact Information

Customers often expect to communicate in their language when your website is localized in that language. So, be prepared to receive messages and emails in different languages. If you don’t have the language skills in-house, you can always use the translation tool to help communicate with them.

If you use a live chat tool, indicate if they need to communicate in English (or any other specific language) or not. You could also set it to ask them to email instead if they are not able to use the chat tool.

Besides the language, things like time zone differences, and phone numbers for help support should be taken into consideration when posting them on localized websites. If you have a local office or rep, make sure to replace the information. If you don’t have 24-7 customer support, for example only during working hours in the US, state that on the website. By providing more information you will minimize customer frustration.

By adopting the local preferences with the above items, you will truly localize the website for the target audience. It will minimize people abandoning shopping carts, and help them engage more with your business.