The difference between an average gateway and an excellent gateway is measured, ultimately, in traffic. Most companies do a poor job of directing users to their localized web sites, so it’s best not to blindly imitate other sites. There are a number of subtle but important issues, discussed in the following section, to be aware of as you design your gateway strategy.

Country or Language or Both?

If you’ve localized your web site according to language, you’ll need a language gateway and, if you’ve localized by country, a country gateway. But what if you’ve done both? Ikea, shown in Figure 11.12, uses a country gateway initially; after users select a country, it then presents a language selection. This hierarchy ...

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