It’s been mentioned before that 75 percent of global consumers prefer to buy products in their native language, and that 60 percent rarely or never buy from English-only websites. Achieving global fluency goes beyond language to include separate images, CSS, color schemes, and branding, with some brands even opting for market-specific logos to go global by going local. For the translators or language service providers who furnish this level of detail and personalization across multiple language sites and markets, it’s easy for things to descend into confusion.
This is largely due to the fact that individual strings of text lack context, and without context your translators, project managers, and any additional project stakeholders or collaborators, are fumbling around in the dark.
In-context and in control
The value of seeing global content right in front of you as you make edits cannot be overstated. In-context translation and review allows for faster, more efficient collaboration on content projects, as the user can see how their updates and edits will look on the screen, on their screen. Like this:
Translation management software that offers in-context translation and review helps to avoid translations exceeding the available space, just one of countless reasons for the constant back-and-forth between translators and project managers in traditional translation and localization models. Isn’t it better to give as much back-end visibility into the personalized brand experiences you offer to those responsible for delivering them?
How in-context translation and review works
The Global Fluency Platform can show context for a string in two basic ways:
- Dynamic HTML context is a snapshot of a web page – captured by Smartling’s Global Delivery Network
- Smartling Chrome Context Capture Extension – translation resources see in the context window of the translation interface
As translations are added for each string, they replace the original text in the context window, allowing translation resources to see what their content will look like on the published website.
Key benefits of in-context translation and review:
Smartling’s Global Fluency Platform features a robust translation memory, global brand manager, vendor manager, translator workbench, and analytics engine, wrapped in an enterprise security framework. But when it comes to the day-to-day tasks of translating, localizing and publishing quality content for your multilingual audience, perhaps in-context translation and review is the most appreciated feature.
And here’s why:
- WYSIWYG (what you see is what you get) interface enables translation, edit and review “in context,” ensuring correct translations the first time
- Translations are of higher linguistic quality because they are created as parts of complete pages or screens, not as disjointed, unordered strings
- Translations are of higher visual quality because they are created within the constraints of the medium (available pixels, character length, etc.)
- Reviewers can work independently of build/deploy cycles
- Context can be “captured” for websites, web apps, mobile apps and business documents
- Multiple options exist to automate this process fully