A framework for assessing web site localisation

The purpose of this paper is to propose and test a framework for assessing the level of localisation on web sites.

This paper identifies the key forms of localisation that may be evident on a web site. A two‐by‐two matrix is presented which incorporates language in one dimension and non‐language criteria in the other. Web sites are then evaluated against these criteria and mapped onto the matrix to assess the relative level of localisation between web sites. The criteria and matrix have been tested against web sites operating in the Greek exporting sector.

The framework was found to be easy to use in practice. While a large set of potential localisation criteria were identified, only a subgroup of these criteria are likely to be relevant for any target group of web sites and the framework should therefore be scoped to match the characteristics of the survey group. The issue of localisation was not found to have been addressed to any great extent amongst the sample of Greek exporting companies.

The sample used was small as the prime purpose was to test the usability of the framework, and further evaluations will be needed to confirm these initial findings.

Given the relative poor performance of the Greek exporting sector, localisation is an aspect that should be given higher priority. The framework represents a cost‐effective method for self‐assessment and benchmarking against competitors.

The framework is novel and should be usable by both web designers and users.