The marketing of products and services has undergone radical changes since the Internet and new digital technologies have come into play, giving rise to one of the most significant phenomena of the information age: e-commerce. Virtual stores let companies with online sales portals reach their customers well beyond business hours and geographical borders, especially if the e-commerce site in question has a multilingual interface.
The importance of translation for your e-commerce site is quite clear: having a multilingual interface means being able to access new markets and potential customers, who will be more inclined to purchase a product or service if it is described and reviewed in their native language.
In the era of globalisation and digitisation, setting up an online marketplace is a relatively easy task. Thanks to tools such as Woocommerce, Shopify and WordPress, a virtual store can be developed in hardly any time. However, it is strongly recommended to do so while following an adequate localisation strategy of the interface and site contents in order to ensure a professional result which makes their multilingual browsing easy and immediate from both desktop and mobile devices.
The proper translation of your e-commerce site can lead to results such as increased website traffic, better conversion rates, and ultimately revenue growth. Yet internationalising your business thanks to a multilingual marketplace is not child’s play: let’s take a look at the mistakes to avoid when developing a localisation strategy.
1) Choice of language
According to CSA Research’s “If you don’t read, you don’t buy”, 75% of users prefer to shop online on sites in their native language. Obviously, this data does not mean that your site in your specific sector has to be translated into multiple languages: the content localisation process includes identifying your target audience and deciding whether it’s worthwhile to address them in their native language or in English.
2) Not contacting an expert
Relying on internal company resources who speak the languages you intend to translate your online store into is an attractive choice in terms of cost, but it can prove to be unsuccessful and counterproductive if the internal resource’s knowledge is inadequate. It’s best to rely on a freelancer translator or a translation agency: remember that a professional translates only into their native language, and this is an indispensable factor when localising content.
3) Ignoring the cultural context
When trying to relocate a business to a new geographical area, remember that different countries have markets with different needs and expectations linked to their culture. Ignoring this aspect can make the marketing strategy adopted by your company inadequate: keep in mind that translating an e-commerce site is not only a linguistic act, but also a cultural one. Indeed, it’s not simply a question of properly translating the content in the original language, it’s essential that the content is localised based on culture, traditions, how people really speak, how the products are referred to in the target language.
4). Not considering SEO
Indexing and positioning are two fundamental aspects for ensuring that your e-commerce site has a good online presence (or can be found online). Translating and localising content is often not enough, because each language needs a particular SEO strategy based on the most searched keywords in a given cultural and geographical context.
Any company seeking to globalise its business and be successful on international markets has no choice but to translate its e-commerce site to increase traffic on its online shop and consequently its turnover. The major international brands with an important online presence avoid the mistakes listed above by relying on multilingual translation and localisation services such as those offered by Translation Agency. Our team of language consultants and project managers will be able to best advise you on the right strategy for translating your e-commerce site. We are always available: just contact us to request an ad hoc consultation.
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