{"id":1498,"date":"2017-09-13T00:00:00","date_gmt":"2017-09-13T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=1498"},"modified":"2017-09-13T00:00:00","modified_gmt":"2017-09-13T00:00:00","slug":"strike-the-right-balance-with-web-content-translations-across-all-markets","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/strike-the-right-balance-with-web-content-translations-across-all-markets\/","title":{"rendered":"Striking the Right Balance with Your Website Translations"},"template":"","blog_categories":[15],"resource_categories":[37,30,24,35,33,21,23,22,17,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1498","blog","type-blog","status-publish","hentry","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-business-goal","resource_categories-role-business-strategist","resource_categories-content-type","resource_categories-business-goal-global-expansion","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-role","resource_categories-topic","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Your global customers expect a world-class experience when they visit your multilingual website. Here's how to dazzle them.","news_inline_styles":"","blog_video_id":"","article_body":"<p>If you haven\u2019t yet expanded into new international markets, here\u2019s a survival tip: Your global customers will demand a great website user experience. They\u2019ll want to explore and transact on a website published in their language, not yours.<\/p>\n<p>  They want those translated sites to have the same content and functionality as your flagship primary-market site. Ironically, they also expect to see cues that your company caters to their unique culture, holidays and shopping behaviors. The same experience, but different. <\/p>\n<blockquote>\n<p>To perfectly serve global customers, you should deliver a familiar, yet unique, user experience on your international websites.<\/p>\n<\/blockquote>\n<p>  This is a tricky tightrope to walk. To do it right, you must embrace two website-translation best practices: content parity and localization. And you must do this without \u201cover-localizing\u201d your content, which alienates your new customers.<\/p>\n<h2>Why Content Parity Matters<\/h2>\n<p>  Regardless of where they live or how much of your market share they represent, global customers crave content parity. This means providing a fully-translated website that is identical (or nearly identical) in scope to your primary-market website. <\/p>\n<p>  It might be tempting to provide global customers with untranslated online experiences, or translated sites with reduced functionality, or translated microsites. Don\u2019t go there. Studies suggest customers consistently abandon sites that have:<\/p>\n<ul>\n<li>A \u201cmixed language\u201d experience <\/li>\n<li>A compromised user experience <\/li>\n<li>Limited content or site size <\/li>\n<\/ul>\n<p>  Customers feel like second-class citizens when they visit these sites. The potential fallout\u2014diminished site traffic, dwindling social engagement and lower conversion rates\u2014 can devastate your growth in new markets.<\/p>\n<blockquote>\n<p>It\u2019s tempting to provide global customers with translated sites or microsites that have reduced functionality. That\u2019s a bad call.<\/p>\n<\/blockquote>\n<p>  Leveraging content parity establishes instant credibility and trust among global customers. But to level up your site\u2019s performance, and the conversions it can generate, consider embracing the power of <i>localizations<\/i>.<\/p>\n<h2>Go Beyond Translation with Localized Content<\/h2>\n<p>  To achieve optimal marketing results in your new markets, you should do more than translate your website. Customizing some web content for local customers allows you to create rich, persuasive messaging that can boost engagement and conversions.<\/p>\n<blockquote>\n<p>Customizing website content for local customers often generates more inbound traffic and on-site conversions. <\/p>\n<\/blockquote>\n<p>  This approach to translation and marketing\u2014called localization\u2014caters to a market\u2019s unique culture by using locally-preferred lingo, showcasing a fluency in local holidays and celebrations, and local buying habits. This approach offers several benefits, including improved brand credibility, organic search rankings and more.<\/p>\n<p>  But don\u2019t fall into the trap of over-localization\u2014customizing your local sites so much that you essentially create totally separate user experiences from your primary website.<\/p>\n<h2>Finding the Sweet Spot for Localized Content<\/h2>\n<p>  While customizing content for local markets is important, you can overdo it. Such \u2018over-localization\u2019 creates issues, like:<\/p>\n<ul>\n<li>Operating and updating your highly-localized site becomes needlessly complex <\/li>\n<li>With so many unique \u201ccontent tweaks\u201d unique to your site, it may take more time to create and publish translated content <\/li>\n<li>Global customers like a little customization, but not a lot\u2014over-localizing can work against the benefits of content parity<\/li>\n<\/ul>\n<p>  So how do you customize content for local markets while maintaining brand consistency\u2014all without over-localizing your content? Follow an 80\/20 split on translation versus localization of your multilingual website.<\/p>\n<blockquote>\n<p>Be careful\u2014overly customizing your translated websites can thwart the persuasive experience that content parity provides.<\/p>\n<\/blockquote>\n<p>  In simple terms, 80% of your translated website content should mirror your primary-market\u2019s website. The remaining 20% can feature localized content. Place this customized messaging on your home page, products and services landing pages, special promotions, and local customer support information. This delivers on your customers\u2019 expectations of content parity, while illustrating your fluency and commitment to their markets. <\/p>\n<h2>Conclusion<\/h2>\n<p>  As you extend your global reach into new markets, look for website translation solutions that make this tricky tightrope effortless to walk. Consider solutions that deliver accurate, authentic translations as well as engaging, results-producing localized content relevant to specific markets. <\/p>\n<\/p>\n<p>  The best solutions also respond to your company\u2019s unique needs, can get along with your website management platforms, easily track and update new or changed content, and offer world-class translators who are fluent in languages, cultures and customs\u2014wherever your customers live.<\/p>\n","article_body_code":"","news_image":{"ID":14984,"id":14984,"title":"BalanceParityLocal_Banner.jpg","filename":"BalanceParityLocal_Banner.jpg","filesize":79059,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/BalanceParityLocal_Banner.jpg","link":"https:\/\/www.motionpoint.com\/blog\/strike-the-right-balance-with-web-content-translations-across-all-markets\/balanceparitylocal_banner\/","alt":"","author":"2","description":"    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