Today let's talk about the importance of language adaptation implemented on IMI Smartlink.
We've known for a long time that it's necessary to localize pre-landings for each Geo with the corresponding language. Almost two years ago there were about 50 different concepts in rotation on Smartlink. We were wasting tens of thousands dollars on CDN to get an uplift from the German pre-land, while modernization of the concept and design were push into background. But once we uploaded the language selection, we realized it wasn't enough.
Pic.1: Share of German in Germany
As you can see from the screenshot, currently only 70% of German traffic in the system occur in German. Two years ago, before lockdowns and coronaviruses this index didn’t exceed 60%. This meant that in order to monetize effectively, we would still have to increase the number of pre-lands in rotation many times over and forget about making changes to the creatives forever. Since last spring, we have been using pre-lends with language adaptation for the browser language.
Now every user gets creative with a professional translation, matching the browser settings. That’s why, we were able to reduce the number of pre-lends and increase monetization efficiency by 90%.
Well, now let's look at the numbers. For the test, I took a publisher on Germany Geo and set up three identical pre-lends: German, LP with language adaptation and 3rd - English
Pic.2: Prelands in English with language adaptation and German
Pic.3: Split test set-up
As you can see on the screen below, the EPV of the German pre-land is 25% higher than the English pre-land. The EPV of the language-adapted pre-land gives another 12% more and brings this partner in this segment an additional 3.200$ in monthly terms.
Pic.4: Test results
Any questions? Comment the post and we'll try to help.
Profit to all!
We've known for a long time that it's necessary to localize pre-landings for each Geo with the corresponding language. Almost two years ago there were about 50 different concepts in rotation on Smartlink. We were wasting tens of thousands dollars on CDN to get an uplift from the German pre-land, while modernization of the concept and design were push into background. But once we uploaded the language selection, we realized it wasn't enough.
Pic.1: Share of German in Germany
As you can see from the screenshot, currently only 70% of German traffic in the system occur in German. Two years ago, before lockdowns and coronaviruses this index didn’t exceed 60%. This meant that in order to monetize effectively, we would still have to increase the number of pre-lands in rotation many times over and forget about making changes to the creatives forever. Since last spring, we have been using pre-lends with language adaptation for the browser language.
Now every user gets creative with a professional translation, matching the browser settings. That’s why, we were able to reduce the number of pre-lends and increase monetization efficiency by 90%.
Well, now let's look at the numbers. For the test, I took a publisher on Germany Geo and set up three identical pre-lends: German, LP with language adaptation and 3rd - English
Pic.2: Prelands in English with language adaptation and German
Pic.3: Split test set-up
As you can see on the screen below, the EPV of the German pre-land is 25% higher than the English pre-land. The EPV of the language-adapted pre-land gives another 12% more and brings this partner in this segment an additional 3.200$ in monthly terms.
Pic.4: Test results
Any questions? Comment the post and we'll try to help.
Profit to all!
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