Top 3 Reasons why you should consider culture when developing a website
Developing a website has been getting easier these days with ready-made templates and drag-and-drop options. Of course, some individuals would use coding to develop their website as it gives them more freedom. Others would choose the more convenient option by using Square Space, Wix and others. I personally like to use WordPress because of it is SEO-friendly.
In this blog, I will be discussing the top 3 reasons why a marketer or a brand should consider their target audience’s culture when developing a website. When we refer to culture, it does not necessarily mean ethnic culture. It could mean a variety of things including generational culture (e.g. Gen X versus Gen Z, gender culture, and many more).
Culture has a ubiquitous influence over all aspects of social behavior and interaction. Culture can be seen as a social influence that has an impact on consumers’ acquisition of information on websites, product pages, which eventually affects a consumers’ purchasing intention. In the context of online consumer behavior, prior study conducted using an eye-tracking method found that the user interface of a social commerce site should be localized to encourage sales conversions (Moriuchi, 2021). Between Japanese and American consumers, Japanese pay more attention to the product description, whereas Americans pay more attention to the product rating, regardless of the product type.
The way people view a website is dependent on how they acquire information. Different cultures have a different perceptions of what is considered “sufficient” information or “lack of” information. For example, Japanese consumers tend to have a preference for loads of information. Americans, on the other hand, prefer a clean, simple website. Also, the effectiveness of a call-to-action (CTA), is dependent on the messaging. To build a positive online brand presence, culture needs to be taken into consideration due to its acceptance (e.g., colors, logos).
The writing system differs depending on the ethnic culture of an individual. Being aware of how a language is being written enables Some language such as Arabic is written from right to left. Whereas traditional Chinese writings are from top to bottom (vertical writing). Why is it important to know which direction writing flows? This is because creating content for language on a website will have an impact on how a reader’s perceived user experience of the website. Any material that is produced for a particular audience, needs to be sensitive to the needs and norms of how the direction of the language is. For example, if a piece of writing is supposed to go from right to left but was presented as from left to right, it would cause confusion and frustration for the reader. Localization of the material is also needed to ensure that nuances are addressed and the text flows naturally for the targeted audience.
That’s all for this blog! Check out other blogs to learn more about digital marketing!