The development of the Internet has allowed websites to expand globally. The e-commerce sector in particular, having broken regional geographic boundaries, offers new perspectives. The idea is no longer just to have an attractive and well-optimized site. Now it is possible to go further and embark on internationalization.
Thanks to these international opportunities, corporate giants like Amazon have emerged. What is your strong point? Be in direct contact with cultures connection the client wherever he is. They offer personalized and localized offers to clients around the world and translation is a key step in making it a success. The main online sites that reach a global audience like Amazon, Rakuten or Steam have all their sites translated into several languages. Why not you? There are at least 5 good reasons to translate your website.
Reach More People
The first obvious reason to start translating your website is to expand your audience. Translation is therefore the first step towards successful international development.
If there are more visitors who can understand the content of your website, then you can increase your audience significantly. Be it a blog or an e-commerce site, translation is a pillar of your online business development.
According to a study by the European Commission, 90% of Europeans visit websites in their mother tongue, while 43% of them buy products or services on websites only if they are offered in their mother tongue.
Furthermore, according to The Consumer Barometer Survey conducted by Google in 2015, for almost 34% of Chinese visitors to international e-commerce sites, the lack of translation in their language is a barrier to shopping online.
Specifically, for a potential customer to decide to make a purchase on a website, several conditions must be met. They may have the financial capacity to make the purchase, they like the brand or they are interested in the product. The need to meet various conditions reduces the scope of the objective. Therefore, the language should not be a barrier to turn your potential clients into real clients.
Improve Customer Confidence and Satisfaction
One of the key elements to attracting and maintaining high traffic to a website is trust. For the author of a blog, the relevance and veracity of the published content influences this trust. In the case of electronic commerce, language is just as important.
An untranslated site can become a great conversion risk. In fact, many customers give up their purchase intention when browsing a site in a foreign language. There are many reasons for this: a misunderstanding about the details of the product, its use or the conditions of return can cause a real fear to the visitor. If the latter has the impression of not having access to essential information in an understandable way, he will not make his purchase.
In addition, the location is synonymous with proximity. Big companies like eBay or Amazon know this well. For example, they have Twitter accounts in different languages so they can reach a target in various regions. Not only the language, but also the content and the strategy are adapted to each destination country. All of these elements help improve customer satisfaction and loyalty.
Increase Natural Positioning
The purpose of website translation services is to achieve natural positioning, it is essential to be well positioned in the search engine rankings.
This objective is achieved through a natural positioning strategy or SEO. To a large extent, effective SEO work relies on relevant content and effective keywords. The latter are aimed at the queries that Internet users type in the search engine.
However, most of the time they do this search in their mother tongue. This is why it is so important to develop an SEO strategy in the language of each target country. The translation of the content, as well as the keywords associated with it, into several languages allows you to increase your visibility on the Internet. You will appear much more easily in the foreign language results of the different search engines and competition for keywords may be weaker in languages other than English or French. A multilingual SEO strategy is therefore a good way to attract qualified traffic to your website.
Gain a Significant Competitive Advantage
Many of your competitors will not implement a multilingual strategy. Therefore, it is an opportunity to gain a great competitive advantage.
Translation facilitates the internationalization of your company and increases your scope of action. Being present in a greater number of markets will allow you to be more resistant and obtain a competitive advantage.
In fact, you can sell your products or services without worrying about seasonality issues. It is also an opportunity to sell more different products and diversify your business. Your company will become stronger and more competitive.
In addition, it will increase the confidence of the clients in front of other sites of the competition that do not locate your website. This is because translating the site into the mother tongue of your customers and offering them an adapted commercial offer is a sign of respect. Your efforts show that you care about them and about cultural differences.
Increase your Turnover
The logical consequence of all the above is an increase in your turnover. Increasing possible goals, improving customer satisfaction and SEO associated with an internationalization of your offer can only increase sales.
The translation allows you to attract more customers and facilitate their navigation. Your offer will be more readable and pleasant for customers.
Furthermore, multilingual sites promote effective international development and will be able to target new markets. The Asia-Pacific region is rich in opportunities for those struggling to adapt to local customers.
All of these elements will converge and, ultimately, significantly increase your company's turnover.
Your Translation Project: A Pillar of The Web Strategy
Translating your website is a real development project. It requires time and great skills. To obtain a quality translation, it is essential to use professional translators.
These translators have advanced language skills that are not available in machine translation programs like Google translation. In addition, some very specific content, such as legal translation of GTCs or technical translation of product descriptions, require real technical knowledge. Otherwise, you risk misunderstandings.
The main languages on the Internet can be English, Mandarin Chinese, Spanish, but also Hindi or Bengali. The choice of the target language or languages will depend on your business objectives and the nature of your company. You probably won't need to translate it into all of these languages. However, translating it to 2 or 3 can make a real difference in business terms.