Selling to international markets is a great way for online sellers and eCommerce companies to multiply profits, but you can’t simply translate product descriptions and hope for the best. You have to translate and optimise your entire online presence for every target audience to attract the right kind of traffic and persuade them to buy. eCommerce translation and multilingual marketing go hand-in-hand and online retailers can’t achieve one without the other.
The obvious goal of eCommerce translation is to target a wider variety of language markets. In today’s ever connected world, language barriers are one of the few remaining hurdles for companies trying to sell to customers around the globe.
The problem is a lot of brands think they can half-bake eCommerce translation and expect customers to queue up. Unfortunately, this can’t happen that easily.
The eCommerce industry is saturated with retailers and online purchases are dominated by the major brands. To peel customers away from the convenience and competitive pricing offered by global players such as Amazon, you have to appeal to their emotions, not logic.
You’re not going to achieve this with sub-par translation or by literally translating one message into every target language. Instead, you have to understand the priorities of each target audience, and then, translate and adapt your messaging to make them locally relevant.
Once you get past the if you translate it, they will come mindset, you can start to build a translation strategy that attracts potential customers and compels them to buy.
One of the biggest mistakes in eCommerce translation is overlooking keyword translation. If you simply translate your existing content, you’ll often find it doesn’t resonate with different language audiences.
In fact, they might be searching for completely different keywords in the first place.
You’ll also find that directly translating keywords into other languages can produce the wrong search queries. So, instead of simply translating your existing list of keywords into other languages, you have to perform keyword research and a keyword competitor analysis in each target language.
Increasing on-page engagement keeps users on your website for longer, extending the window of opportunity to sell. In telemarketing terms, this is the equivalent of keeping people on the phone for as long as possible to maximise your chances of closing the sale.
Except website visitors choose to be here, especially if your eCommerce translation strategy is generating the right kind of traffic.
Another key benefit of maximising on-page engagement is that it sends key signals to search engines like Google and Bing. These signals tell search engines that your pages should rank higher for relevant queries, which means even more traffic and sales opportunities.
Quality eCommerce translation strategy will generate more business opportunities and convert those leads into paying customers. This is where your page copy needs to increase purchase intent and inspire visitors to take action.
You’ve got five key areas to cover here:
- Website copy: Create compelling page copy in every language to excite visitors about your products.
- Key Benefits: Identify the most important benefits for each language audience (they can be different) and make sure you are promoting the most effective selling points.
- Product descriptions: Translate, and if necessary, adapt your product descriptions to make them as relevant as possible for every language audience.
- Informing purchase decisions: Make sure your translated content helps visitors make purchase decisions by addressing the priorities of each audience – don’t assume they all have the same interests.
- Website localisation: Localise your website and content for each target market, ensure numerical formats are in the correct format, make sure images including any text are in the correct language and tweak content where necessary to maximise relevance.
Before you translate your product descriptions, make sure you know what consumers in each market want from your products. You may need to prioritise different features or specs in certain markets throughout your page content.
Think of your product descriptions as an extension of your page copy, providing information to help customers choose the best products for them. Make sure you optimise the copy throughout your pages to highlight the most important elements of each product – including page titles, copy, images, product descriptions, FAQs, product recommendations and everything else on the page.
If your eCommerce translation strategy is holding back online sales, our experienced eComms localisation team can help you put things right.
To enquire about our eCommerce translation service, fill out the form on our contact page and we’ll get back to you.