Following Black Friday, Cyber Monday is one of the busiest days in the retail world. As a marketer, it is vital to make sure your translated website is ready for both the increased traffic and scrutiny that comes with this holiday, since it can make or break your overall strategy in international markets. If you are unsure whether your site is ready for the holiday season and Cyber Monday, ask yourself the following three questions:
1. Are Your Product Descriptions Accurate?
The cornerstone of any retail website is its product descriptions. Though you may think that a pithy three- to five-sentence description is easy to translate, you cannot underestimate the benefits of ecommerce localization. Ensuring your descriptions have accurate translations that reflect the nuances of your chosen market could mean the difference between a quick Cyber Monday sale and a consumer choosing to shop on another site.
For instance, if you are selling home goods and are trying to reach the UK market, you might not realize that towels are more often referred to as “flannels,” risking turning off local purchasers who may instead turn to local competition. However, by making sure your descriptions are localized, you can speak more naturally to this population.
2. Are Your Mobile and Desktop Sites Both Localized?
Though you may have localized all the text on your desktop site, is that same text appearing to international users on their mobile devices? You might not think it is as important to get localized content to potential customers’ tablets and smartphones, but recent data reported on by MarketingLand suggests you may be missing out on a large chunk of potential sales, since 15 percent of sales in 2013 were completed on mobile devices. Ensuring translated content is seamless between desktop and mobile sites ensures no consumers are left behind and everyone can view the same high-quality content.
3. Is Your Checkout Service Adequate?
Though localized descriptions may help sell your products, a great checkout experience can make all the difference between a sold item and one that is abandoned in a cart. Does your checkout page use appropriate and friendly language? Is the currency selection appropriate for the region you are serving? Is the design welcoming and simple? If the answer to any of these questions is “no,” you may want to devote some resources toward creating a great checkout page so that consumers can finalize their purchases and pay with confidence. GoECart cites payment issues, inaccurate product descriptions, and technical problems as top reasons why consumers abandon items in their shopping carts. However, a great checkout page featuring translated content could solve most of these problems by breaking down barriers between the consumer and the sale.