In the localisation process of an e-commerce site, it's important to know which contents need to be translated in order to enhance user experience, boost brand loyalty and this way ensure that the purchase takes place. Let's see what they are. Take note!
Nowadays, few would dare to question the potential of an e-commerce site. According to a report by the Global Entrepreneurship Monitor, the world's most significant entrepreneurship network, 27.8% of entrepreneurship initiatives sell to customers outside of Spain and they all have one thing in common: the need to localise their content. Let's see what kind of content needs to be translated.
Translation of products and services
This section focuses on all the translations of contents for product and services catalogues offered online. The name of the product or service, its description and the price are some of the essential elements that must be translated.
If we're looking at, for instance, a shop selling clothes or shoes, it is essential to adapt the information about sizing and the text of any notification or alert. An example of a notification or alert would be information on product availability: “As soon as it's available, we'll let you know by email ”. The text must always be in the user's language.
And let's not forget adapting multimedia content, pictures or video about the product or service, for instance. Images and, especially, videos present product information in a very appealing and dynamic way, so it's important that they are correctly translated, since they can notably increase the e-commerce conversion rate.
Translation of corporate websites
Since users tend to browse and gather information online before making a purchase, it's essential to have the pages with your brand information properly translated: about us, team, history, location, contact, and others. This translation should be done by a professional, since it will be vital to the customer's purchase decision.
Additionally, as mentioned in a previous post, a bad website translation can cause a potential customer to back straight out of a sale.
Translating the purchase and contracting process of a product or service
When translating an e-commerce site, the entire product purchasing process should be taken into account. It's a key stage for the success of an e-commerce site and should always be available in the language of the user. It's especially important to adapt the different currencies and correctly translate the content of the order summary, so that there is no type of confusion for the user.
Translation of legal texts
E-commerce sites have to comply with a series of regulations in order to function properly and avoid possible sanctions. For this reason, it's important to make this content available in the different language versions as well as in the original version. These terms and conditions must be correctly translated, and so it is fundamental that the translation be done by hand by specialised professional translators. What are these web contents?
− Legal notice and terms and conditions of use
− Cookies policy
A user's decision to buy depends on multiple factors, and so it should be made as easy as possible in order to eliminate any barrier that could prevent them from pulling the trigger. For this reason you should make it a priority to ensure that your e-commerce site is translated properly by contracting a professional translation service.