The Benefits of Translation Management
While translation management requires preparation and allocation of resources, the benefits significantly outweigh the investment. A successful translation strategy can create brand awareness in new markets, create a solid reputation and build a sense of trust and loyalty with consumers.
Customer Experience & Conversions
A well-translated online store is vital to a positive user experience, ensuring longer time spent on the website and a higher conversion rate. According to research by Common Sense Advisory, localization had a serious impact on consumer’s purchase intent:
- 75% of online shoppers prefer to purchase from websites in their native language.
- 60% of respondents rarely or never buy from websites that are only available in English.
Another study from Statista found that:
- 25% of online buyers abandoned their shopping carts because the navigation was too complicated.
- 13% did not make a purchase because the currency was in a foreign language.
On the other hand, a well-translated website can increase conversion rates by up to 70%, according to Net Media Planet. When an online store is fully-localized, it offers consumers a simpler navigation, more relevant information (local currency, measurements, delivery information) and persuasive content. All these factors work together to establish a sense of trust with the consumer, which is crucial for online retailers that are not yet well-known in the market.
While translation in itself has a wide range of benefits, the actual process of translation management can also have a positive impact on an ecommerce business. Careful planning and preparation makes it possible to make the process as efficient as possible, thereby cutting down on time to market of new products and their localization.
An optimized translation management process also ensures higher consistency and quality of content. Translators that are well-briefed on your writing style, keywords and terminology, are able to localize your product catalog and web content to resonate with local audiences, while maintaining your brand voice.