In the previous article, we told why e-commerce localization is important. Now let’s discuss how to successfully localize a web store and choose providers that will do a great job and help you win the foreign markets.
Localizations Checklist
Professional website translation involves transforming the content from one language to another, eliminating all mistakes, and ensuring consistent style and terminology while adhering to the meaning of the source text. Localization is a broader concept, which also includes cultural content adaptation.
A web store usually contains more pages than a standard website. Ensuring a thorough, high-quality translation requires a comprehensive approach. Here are the key components of a professionally prepared language version:
No Untranslated or Empty Pages
There may be some pages that are left out during translation. Some are only shown to the user in rare situations; for example, when navigating from the cart to checkout, or to the personal account page after registration. In many instances, error pages may remain untranslated.
Graphics Localizations
When translating a web store, specific attention must be given to visual elements such as photos, videos, banners, etc. Image-texts require translation and adaptation using an image format. In some cases, a logo must also be localized.
Translation of Customer Testimonials
When it comes to business localization, an important factor regarding public image worth keeping in mind is customer testimonials, which may help sway the user’s decision towards making a purchase. It would be useful for foreign audiences to know how consumers have rated web store products. It also makes sense to preserve original orthography and punctuation since these testimonials are viewed by users as more authentic and have a significant impact on conversion.
Adapting Advertising Strategy
Materials aimed at creating and maintaining the brand’s image, promoting the website, and growing sales, must be translated and adapted. It is necessary to keep in mind the particular concerns of the local audience and the factors influencing them, as well as the popularity of a given advertising medium in the region.
Cultural Appropriateness
The cultural differences of some countries may cause website content to be misinterpreted. In Asian countries, for example, some colors and symbols are only used in certain circumstances and would look out of place in the website UI. These may also include locally relevant dates, traditions, and religious symbols.
A professional web store translation will clarify content regarding any interpretations that are specific to the source region and may be misunderstood by the target region. For this reason, translation industry standards strongly recommend that target language translations are performed by native speakers of that language.
Translation of System Messages and Notifications
Creating a language version of a website often focuses on modifying its visible components (i.e. pages). However, a web store customer’s actions may trigger notifications that the user cannot immediately access, such as email messages regarding successful order placement or pop-up windows. Processing this kind of information is therefore an important aspect of a high-quality translation.
News, Promotion Details, and Banner Ads
In order to promote a product in a different country, it is important to adapt its commercial and promotional information. This will ensure a more comprehensive approach, allowing for the customer to be influenced with marketing tools such as deals, sales, competitive advantages.
Legal Information and Quality Certificates
When translating a website for a different country, it is often necessary to adapt some legal information to align with local laws. This may include a consumer rights protection code, product return policy or technical documentation certifying product compliance with international standards.
Local Number Formats and Currency
When localizing a web store, differences in regional data formats should be taken into account, which may include date and time display. A website where the user can see familiar currency units or choose a preferred currency is also considered more user-friendly.
Who You Can Entrust with Web Store Translation
Translating a multi-page website requires responsibility, subject matter expertise, and relevant experience. When deciding to develop a high-quality language version (rather than using a website machine translation tool), a critical step is selecting a service provider. Website localization must be performed exclusively by native speakers of the target language who can adapt the content to language-specific conditions, ensuring it is presented in the most natural way possible.
Option 1: Using a Freelance Translator
Website translation is often assigned to a single specialist. Among those who offer language services on a freelance basis, there are few who can guarantee adequate results. Education, experience, customer testimonials, and ratings are all worth keeping in mind when selecting a translator for a website.
Option 2: Using a Translation Agency
Global translation companies only employ native speakers and will spare you the trouble of choosing an appropriate service provider, negotiating delivery dates and requirements, and managing quality and other minutia, which is especially relevant when localizing a website into several languages.
Translation agencies have a wide range of capabilities for selecting languages, employing certified experts, and using additional validation and testing tools. In addition to translation, they may provide a number of other language services, including editing, localization testing, and consulting.
Advantages of Using a Translation Agency
- Professionalism and Quality: When reaching out to an agency, one can be confident in the competence of their translators and editors. All go through rigorous screening and their work is constantly audited by independent experts.
- Large Selection of Translation Languages: There is no need to spend time looking for a translator for each language version. An agency may translate a web store into a large number of languages, sometimes any language required by the customer.
- Experience: An agency’s website translation process has been fine-tuned over many years. Their experts understand what must be focused on, including translation milestones, common mistakes, and the ins and outs of working with different file formats.
- Team of Dedicated Experts: Translation quality control, cultural adaptation, desktop publishing, handling specifications, and legal documents all require hiring experts with various skill sets, such as editors and subject matter consultants.
- Quality Assurance: Any translation agency cares about its reputation. This is why when ordering a translation from an agency, you may rest assured you will receive a high-quality end product.
- Flexible Completion Schedules: If a multi-page website is due to launch soon, hiring multiple experts to work on the project allows for allocating large volumes to complete the translation on a tight schedule.
- No Need to Worry About Unfamiliar Time-Consuming and Otherwise Dreaded Tasks: An agency’s range of services may include translation of website content, as well as any supporting material necessary for website promotion and build the company’s image, including SEO, SMM, and promotional materials.
- Faster ROI: Localized language versions have a greater potential to attract foreign buyers and increase profit.