Intercom rapidly pushes into new markets with the help of Google translation services

Goals

  • Rapidly expand into untapped non-English speaking markets
  • Quickly assess the demand for Intercom’s products abroad with a view to quick expansion

Approach

  • Used a Google-approved translation service for efficient website translation and localisation services
  • Google-approved translation services localised ads and landing pages into five new languages to test demand

Results

  • Paid traffic increased by 25%, with new localised traffic converting at a similar rate to Intercom’s English campaigns
  • Cost per acquisition (CPA) averaged 20% cheaper in foreign markets than their English-language benchmarks
  • Intercom quickly moved into new markets that were converting to their usual standards, but at a cheaper rate
  • Grew from USD $1 million dollars in Annual Recurring Revenue (ARR) to $50 million in the last three years

Silicon Valley-based messaging software company Intercom has been successfully transforming the way businesses talk to their customers since its inception in 2011. With a 4x revenue growth in 2015, Intercom decided to start pushing into new non-English speaking markets. They used Google-approved translation services to efficiently assess the demand for its products in new markets abroad. Today they have more than 20,000 paying customers and a reach of +1 billion end users.

Intercom were already a huge success in their local markets when they decided on a rapid expansion into non-English speaking markets. They wanted to quickly assess the demand for their online messaging software of apps, websites, email, and social media abroad. Intercom were already working with a dedicated Google Account Manager to optimise their paid advertising. So using a Google-approved translation service1 seemed a natural next step.

Tom Newton, Marketing Manager of Intercom says “the hope was that we’d get access to high-quality translations that we wouldn’t have found as quickly otherwise. Working with Google saved us the time we would have taken searching for different agencies and testing their quality.”

Intercom asked Google to organise strong website translation and localisation services so that they could push into foreign markets quickly without having to source and test different suppliers.

They also wanted to check if traffic converted at similar levels to their English-speaking channels, and to compare cost per acquisition (CPA) across these potential new markets.

Google localisation and translation services helped efficiently localise Intercom’s ads and landing pages into five new languages in order to test demand for the company’s products.

The results were dramatic. Overall paid traffic increased by 25%, and the new localised traffic converted at a similar rate to their English campaigns. Even better, the unexpected benefit was a CPA that averaged 20% cheaper than their English-language benchmarks.

Using Google’s localisation services meant Intercom were able to move efficiently into new markets that were converting to their usual standards, but at a cheaper rate.

Reflecting on the Google-approved translation service Tom says “the most surprising thing was that out of the gate the quality was very high. I had internal language speakers at Intercom review the output and they had very minor edits or none, which is rare.”

Going forward, Intercom aims to identify new areas of the site to localise into their existing foreign-language campaigns, and are already starting to research which regions to next expand to.

“We were pleasantly surprised when we got the results ... we were able to get localised content live very quickly.” Tom Newton, Marketing Manager, Intercom


  1. This service has limited eligibility, for more information please get in touch with your dedicated sales representative.