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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Cultural Differences

In addition to our hardwired biological impulses and cognitive styles, there is clearly a cultural overlay in how we perceive the world. Although it is beyond the scope of this book to explore this in detail, we wanted to provide you with the following overview.

It has long been observed that search terms and phrases used by brands selling in multiple languages and markets often do not work in translation. For example, in Italian the regular translation of “cheap flights” (“voli economici”) has only 33,000 local searches monthly in Google Italy. The Anglo-Italian search term “voli low cost” has nearly 8 times the search volume at 246,000 searches. Even within the same language there can be cultural differences between different ...

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