Translating your ecommerce is the master key for international growth. As we all know, the pandemic hasn't just changed our way of life, but our shopping and consumption habits too. The online channel has without a doubt profited the most from this. According to a recent study by finance company Oney, Spain is the country with the largest increase in ecommerce sales. This makes for a particularly beneficial opportunity for this type of business.
Benefits of translating your ecommerce
Trust is the most important thing when buying online, so it's safe to say that if you talk to potential customers on your online store in their language, you'll get the biggest gains, for example the following:
- Improve your brand image: if you tailor your business content to the different target markets, consumers will perceive you as a trustworthy company and this will have a positive effect on your branding.
- Increase your conversions: the more trust your customers have in you, the easier it'll be for the market to open up to you, and this means an increase in sales.
- Improve your organic positioning: search engines positively value companies that translate their website into other languages, so you'll see your efforts rewarded with optimised SEO.
- You'll stand out from the competition: having a professionally translated website will give you an undisputed competitive advantage over the rest.
Things to consider when translating your ecommerce
Browsers who go to a website only to find spelling errors will instantly lose confidence. This is precisely what you need to avoid, not only in the original wording but also in the translation. Next we'll look at the things you need to think about most when translating your ecommerce or online store.
Which languages should I translate my online store into?
Our advice is to not just limit yourself to English, but instead research which other markets might be interested in your product or service. The most requested languages at AT Language Solutions for online store translation are English, French, German, Italian, Portuguese and Russian. Its also worth mentioning that more and more online shops are betting on Nordic markets and adapting their websites to these languages, such as Swedish and Norwegian.
Which website content should I translate?
- Corporate pages: About us, reviews, background, location, etc.
- Menu and content relating to the shopping or service contracting process.
- Products or services catalogue: the name of the product or service, description and price are some of the essential elements, not forgetting multimedia content such as photos and videos.
- Legal content, which is mandatory.
What type of translation is the best?
We of course insist you avoid all types of free machine translators like Google Translate for your ecommerce, as it can really affect your image. Beyond the obvious advantages such as speed and price, the vast majority of machine translation systems aren't yet ready to 100% understand the intention behind the author's text, or can't produce the exact right word right that will grab your reader's attention and convert them to a sale.
So it follows that we recommend, without a doubt, getting a professional translation from a translation agency with a strong quality system in place. At AT Language Solutions, for example, we have ISO17100:215, which guarantees that all translations are submitted to exhaustive quality control.
Localising your ecommerce
It's easy to confuse localisation and translation. Whilst they both require strong linguistic knowledge, localisation requires an in-depth understanding of the culture of the target market, in other words an awareness of the cultural context of potential customers, to meet their needs and help them to use your website easily and with confidence. This will bring you a competitive advantage and really strengthen your business.
As you see, there are a lot of factors to think about, but translating your ecommerce can really make a difference when you're looking for international success. This is why you should make it a priority to ensure your ecommerce site is translated properly by working with a professional translation service.