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Most software companies have a global audience. For example, a Solitaire card game works just as well in the UK as it does in the US. Yet few developers make any effort to court global customers. The population of China has just eclipsed the 110 million mark, meaning there are more than 110 million people in China on the Internet. Wouldn't it be nice to tap this audience? Consider expanding your audience by globalizing your website.

Tips for Globalization

1. Include Currency
When listing your product pricing on the website, be sure to include the currency. Customers could confuse US Dollars with Canadian Dollars or Australian Dollars if the currency is not clearly marked. The goal is to remove any guesswork, confusion, and misunderstandings.

2. Global Pricing
Many ecommerce providers can provide pricing in different currencies, and often selectable by the customer. Customers are naturally more comfortable seeing the price displayed in their local currency. It sounds like a trivial matter, but in actuality how many of us know what the current exchange rates are? By displaying the price in the customer's native currency, they can immediately and more easily determine the software price and cost benefits.

3. Contact Information
Many websites neglect to include the "full" details in their contact information. I recently visited a website based in another state in the US, as I was interested in advertising with them. But they did not list an "area code" for their telephone number. Regardless of whether your company is primarily focused on a specific region, be sure to include a *complete* telephone number. And if you wish to expand your audience even further, consider including a country code as well.

4. Order Forms
Consider that not all customers will live in a "state" in the USA; they might live in a "province" or "territory" in another country. Also, "Zip Code" is primarily a USA term, so consider using "Postal Code" on your order forms, which is more universally understood by the global world. When selling online, it is important to think globally and beyond your current borders. Use generic terms that will be understood by all.

5. Payment Options
If you only use PayPal or an equivalent payment service, remember that many of your customers may be unable to pay you. Provide global payment options for your customers, and make it easy for them to purchase from you!

6. Date Formats
Date formats vary around the globe. For example,"6/12/2007" is a common date format in the US, meaning "June 12, 2007". However, the same "6/12/2007" date in Europe could be interpreted to mean "6 December 2007". Use date formats that are clear and that will be understood by everyone, both within your application and on your website. For example, using the date format "dd-mm-yyyy" (i.e. 12-Jun-2007) will be universally understood, and will eliminate any and all confusion.

7. Avoid Colloquialisms, Idioms, and Acronyms
Colloquialisms and idioms are very difficult to translate accurately. Even if the reader is familiar with a specific language's "slang" terms and phrases, colloquialisms could trip them up, leading to confusion or misunderstanding. And if you use acronyms on your website, be sure that they are clearly defined, and try to avoid using slang or idioms that will not translate properly.

8. Unicode Compliance
If your software supports non-English character sets, be sure to communicate that in simple non-technical terms. Users in other countries will often hesitate to purchase, or even try your software, if they are unsure if it will support their native language or character set. If your software supports alternate languages and character sets, be sure to make that fact clear in your features and benefits section.

9. Spelling
There is often a lot of discussion about whether British English vs US English should be used on a website. Chances are, US customers will pick up on the spelling of "colour" as being incorrect, while British and Australian customers will accept the US spelling of "color" without question. If the US market is your target audience, consider using American English spelling.

Do not alienate potential global customers; make it easy for all customers to understand and purchase your software.

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