{"id":567,"date":"2015-10-29T00:00:00","date_gmt":"2015-10-29T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=567"},"modified":"2015-10-29T00:00:00","modified_gmt":"2015-10-29T00:00:00","slug":"why-website-localization-should-transcend-translation","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/why-website-localization-should-transcend-translation\/","title":{"rendered":"Why Website Localization Should Transcend Translation"},"template":"","blog_categories":[15],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-567","blog","type-blog","status-publish","hentry","blog_categories-website-translation"],"acf":{"blog_short_description":"Ideally, website content should be unique and relevant to its target market. Here are five ways custom localizations generate powerful results in international markets.","news_inline_styles":"","blog_video_id":"","article_body":"

The world of online business would be much easier if shoppers behaved identically, regardless of where they lived.<\/p>\n

This isn\u2019t the case, of course. Independent research, and MotionPoint\u2019s own decade-plus of data and analysis, has revealed time and again that an online user\u2019s behavior and expectations can be quite different, depending on their home market.<\/p>\n

Language is certainly a factor in this; customers in international markets crave experiences in their native language. But to truly connect with these consumers, companies must provide something far important: authenticity<\/b>, relevance<\/b> and persuasion<\/b>.<\/p>\n

This ethos transcends translation, and requires a deep knowledge of a market\u2019s culture, shopping habits, technological preferences and more. Not all of this is obvious for newcomers to a particular emerging market. <\/p>\n

(For instance: A recent Pitney Bowes study<\/a> revealed that shoppers in some emerging markets prefer buying products at online marketplaces such as Amazon or Tmall, while other markets prefer buying direct from a retailer\u2019s website. For companies expanding into these markets, not knowing a shopper\u2019s preferred sales channel can create problems. Choosing the \u201cwrong\u201d channel often proves to be a costly mistake.)<\/p>\n

So what does this mean for expanding companies? Website content should be unique and relevant to the target market. MotionPoint helps companies create and implement this kind of highly-relevant, customized local content to great effect.<\/p>\n

Indeed, investing in highly-localized translations can really pay off. Here are five reasons why it matters more than ever.<\/p>\n

#1: Establishing Trust<\/h2>\n

When most companies launch localized sites in a new market, they\u2019re doing so for the first time, explains Logan Lenz, a Global Online Strategist for MotionPoint\u2019s Global Growth team.<\/p>\n

\u201cThis suggests their brand is \u2018new\u2019 for those international consumers,\u201d he says. \u201cBuilding credibility and trust is critical, especially in a site\u2019s early days.\u201d<\/p>\n

This consumer wariness isn\u2019t an obstacle; it\u2019s an opportunity to woo shoppers with unique, targeted messaging. This content, which displays for first-time visitors, can curb any doubts\u2014and inspire trust and long-term customer loyalty.<\/p>\n

MotionPoint helped a UK-based retailer overcome this credibility gap. The company\u2019s objective was to penetrate the U.S. market with a site localized in American English. (Such \u201cEnglish-to-English\u201d localizations also help establish trust, as we recently reported<\/a>.) The challenge: most American consumers had never heard of this retailer.<\/p>\n

We conducted an A\/B test, displaying custom localized banners for some American shoppers. These banners displayed in the checkout funnel, and featured messages that built the UK brand\u2019s credibility, and reduced any perceived transactional risk from U.S. consumers.<\/p>\n

The results were remarkable. In less than a week, this trust messaging increased checkout rates by 27%, resulting in nearly $200,000 of additional revenue. Based on the banner\u2019s performance, we projected this kind of customized localization could deliver $11.5 million of incremental revenue to the retailer. <\/p>\n

\u201cA more subtle, but no less effective, way to build trust is display local contact information in prominent places on the website,\u201d Logan explains. \u201cThese market-specific contact points\u2014such as local customer service phone numbers\u2014illustrate a brand\u2019s authenticity, and willingness to interact with local customers.\u201d<\/p>\n

Successful brands also list local office and store information, when appropriate. <\/p>\n

#2: Driving Unique Behavior<\/h2>\n

These tactics also work well for directing users to specific promotions and products. <\/p>\n

We recently collaborated with a U.S.-based telecom company on ways to boost conversions on its Spanish-language site (which caters to U.S. Hispanics). Our extensive knowledge of the Hispanic market led us to recommend a promotional banner that prominently featured International Calling plans on the Spanish site.<\/p>\n

These banners were exclusive additions to the Spanish site.<\/p>\n

The campaign was successful. Visits, revenue and Average Order Value increased by 850%, 117% and 43% respectively.<\/p>\n

\u201cThis kind of smart, custom localization can be applied to \u2018markets within markets,\u2019 too,\u201d Logan says. \u201cFor an example, let\u2019s take U.S. regions that have large populations of Spanish speakers. We\u2019ve seen these geo-targeted content campaigns yield a 100+% increase in conversions.\u201d<\/p>\n

For international markets, companies should also make sure their localized sites feature integration with the regions\u2019 most popular social networks. There are dozens of prominent social networks beyond American borders, and they\u2019re key drivers of traffic to international sites.<\/p>\n

As we recently reported<\/a>, companies that integrate these social networks can win big.<\/p>\n

#3: Determining the Best Verbiage <\/h2>\n

Even the most expertly-crafted translations can sometimes create confusion for readers. When this impacts promotional messaging (where creativity and clarity is especially critical), engagement and conversions can suffer. <\/p>\n

\u201cWe\u2019ve found lots of value in proactively addressing this with split-testing,\u201d Logan explains. \u201cBy testing the effectiveness of specific \u2018creative copywriting\u2019 translations against others throughout a site, we\u2019re able to quickly zero in on the most effective messaging for the target market.\u201d<\/p>\n

This attention to detail makes a difference. We recently applied one such test to a client\u2019s checkout flow, and determined that slight variations in translations yielded an uptick in conversion rates. Without this localized Conversion Rate Optimization (CRO), our client was missing out on revenue growth. <\/p>\n

One fashion retailer saw an 11% increase in sales conversations with a similar CRO initiative. For another telecom company, our localized CRO efforts delivered an increase of 13% to visits to promoted site sections, and a 17% surge in conversions.<\/p>\n

We recently collaborated with an airline to refine the promotional messaging on its localized Korean site. The results, post-implementation, were remarkable: high-interest promotional offers saw a 29% leap in engagement and a 69% increase in checkouts.<\/p>\n

Other on-site UX customizations can really resonate with specific markets, too. These can include re-sizing and re-coloring of graphical elements (such as buttons), offering intuitive language selection options, and localizing mobile sites for mobile-first markets. <\/p>\n

#4: Running Local Promotions<\/h2>\n

Companies who\u2019ve overcome the hurdle of becoming a \u201cknown\u201d and reputable brand in international markets should support their localized sites with marketing and advertising. <\/p>\n

We\u2019ve found that an especially effective tactic in these local markets is street marketing\u2014sometimes called guerilla marketing. For instance: hosting local musical events to drive in-store foot traffic, or partnering with a local charity, are powerful ways to create more brand awareness and impressions.<\/p>\n

Before, during and after these local events, a company\u2019s localized website acts like a nexus of sorts, promoting the event and providing a post-event destination for satisfied attendees. <\/p>\n

\u201cOne of our e-commerce clients takes this a step further by finding and empowering brand ambassadors in European countries,\u201d Logan says. \u201cThey host fashion shows in their respective communities. The company then posts images and content from the events on its localized websites.<\/p>\n

\u201cIt puts local communities, and consumers, in the spotlight.\u201d <\/p>\n

#5: Soliciting Feedback<\/h2>\n

Western companies regularly prompt users for feedback on their primary-market English websites, but often fail to do the same on their international sites. That\u2019s a missed opportunity to receive valuable market intelligence.<\/p>\n

\u201cSurvey responses provide an unedited glimpse into your customers\u2019 perceptions,\u201d Logan advises. \u201cEven if you\u2019re personally not fluent in a market\u2019s preferred language, you can overcome this by having responses translated by your website localization partner.\u201d<\/p>\n

The information you\u2019ll glean from these surveys can prove invaluable, Logan says, such as identifying performance gaps\u2014or even cultural gaps\u2014in your website.<\/p>\n

MotionPoint offers a proprietary solution to host such localized surveys; dozens of clients have deployed this market research tool. To date, they\u2019ve received more than 5,000 useful comments that led to healthy and positive actions.<\/p>\n

\u201cOur research suggests that even when international customers don\u2019t provide feedback, they\u2019re still impressed by the functionality, and are more inclined to trust the website,\u201d Logan says. \u201cIt\u2019s a smart and inexpensive tactic to embrace, when localizing a website in a new market.\u201d <\/p>\n

The final word: <\/b>When working with a company like MotionPoint, crafting custom localized content, executing in-language promotional campaigns, and quantifying the lift from those campaigns is easy and inexpensive. Even the most ambitious campaigns MotionPoint oversees are low-cost endeavors.<\/p>\n<\/p>\n

The insights we uncover\u2014and the results in traffic and revenue we deliver\u2014outweigh the costs.<\/p>\n","article_body_code":"","news_image":{"ID":5674,"id":5674,"title":"TranscendTranslation_Banner.png","filename":"TranscendTranslation_Banner.png","filesize":75569,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/TranscendTranslation_Banner.png","link":"https:\/\/www.motionpoint.com\/blog\/why-website-localization-should-transcend-translation\/transcendtranslation_banner\/","alt":"","author":"2","description":" \t","caption":"","name":"transcendtranslation_banner","status":"inherit","uploaded_to":567,"date":"2015-10-29 00:00:00","modified":"2015-10-29 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