Any retailer with an online presence already has access to a global audience. But until brands commit to translating eCommerce websites and apps, they can only capitalize on a fraction of that opportunity
Online retailers are realizing that personalization needs to be a priority if they hope to consistently attract and convert loyal customers. Today’s shoppers expect digital experiences tailored to their device type, geographic location, product preferences, purchase history, and a host of other factors.
There’s also one customer expectation so elementary that it’s easy to forget: shoppers prefer content that’s presented in their native language. In fact, 56% of consumers say language is more influential than pricing when it comes time to make a purchasing decision.
Companies rarely give this reality a second thought until they are already strategizing an expansion into foreign markets. But when they learn all that’s required to translate eCommerce websites and apps, many will wish they started planning sooner.
Extensive product catalogs might take months to translate, missing style guidelines could compromise brand consistency, and SEO oversights can kill traffic volume and conversion rates.
Thankfully, Smartling simplifies the eCommerce translation equation to help brands connect faster and travel farther.
Traditional translation processes often require months of tedious work to even gather the source content brands want to translate. Developers first need to internationalize the website or app, manually isolating the desired text from the rest of the software code. These segments are then added to a strings file or copied into a spreadsheet before finally being emailed to a translator.
To the relief of marketers, developers, and localization managers alike, Smartling’s translation management platform automates the majority of that process.
Our Global Delivery Network can collect any web-based source content in an instant. Instead of spending months manually scraping their code, all our clients need to do is make a small, one-time adjustment to their domain configuration.
Alternatively, our pre-built CMS connectors can forge direct integrations with popular eCommerce platforms like Magento, Demandware, and Hybris. Or, development teams can build more customized solutions by leveraging Smartling’s flexible translation API.
These initial efficiencies are compounded once again when translation work is facilitated by Smartling’s translation management system. This cloud-based environment is designed to facilitate smarter team communication and provide transparent progress reports.
Our platform enables retailers to move beyond the basic roles of translator, editor, and reviewer and build custom workflows that invite participation from SEO advisors, regulatory experts, and cultural consultants as well. And by keeping all conversations in a single space, collaborators can quickly raise and resolve their issues instead of waiting days or weeks for feedback.
Additionally, translators and reviewers can easily access the most up-to-date versions of brand glossaries and style guides to ensure content consistency. This simple but powerful quality control measure helps teams get more translations right the first time and ultimately reduce time spent on review.
Lastly, our system helps brands leverage their old translation memory files and build new ones. As a result, previously approved translations can be applied toward current projects to accelerate translation and reduce costs by up to 80%. average of 40%.