In the current economy, eCommerce is the go-to shopping platform for many consumers, and the number of online shoppers grows each year. This opens up an effective way to reach new target demographics, both in the U.S. and abroad. In order to reach these demographics, your company should aim to use marketing materials, both print and online, in the preferred language of your target consumers. Your website is the perfect way to reach these consumers... if translated professionally! Here’s how a quality website translation will help you reach more customers.
Don’t assume an English-only website will suffice.
On the whole, people prefer to read information in their native language. By maintaining your website only in English, you risk alienating an entire potential consumer group. In fact, a study by Common Sense Advisory found that over half of consumers simply will not make a purchase on a website if information is not readily available in their native language.
Translating print materials and advertisements may not be enough.
If you have taken the step to translate some of your marketing materials, like advertisements, mailers and flyers, it is even more critical to offer a seamless website experience in those languages. If a customer is intrigued enough that it drives them to visit your website to learn more, they will expect to find information available in their language once they land on your website. If the process feels seamless and easy for consumers, they are more likely to continue through the sales funnel, because they feel they can trust your company, as well as the information presented.
You could reach more people than you realize with a quality website translation.
More than two-thirds of the world’s internet users speak a language other than English primarily. If you are looking to target a demographic outside of the U.S., it is imperative that you localize your website for these users specifically. Even if you are only looking to reach more U.S. users, the census data shows more than 15% of all adults in the U.S. speak a language other than English at home. This is a large percentage of the population that you could reach in a market where not everyone is already doing so, potentially giving you a huge advantage over competitors.
A quality website translation is an investment in your business. While it may be tempting to use a free translation service or ask a friend who studied the language to do it for you cheaply, this could have disastrous effects for your company and brand. You worked hard on creating the perfect text for your website; make sure that level of quality is reflected in the translation, too! A professional translation will not only correctly display the text in the desired language, it will also capture the nuances and tone you intend to convey to your new target audience, resulting in a more positive experience for your users... and more sales for your company!
If you are interested in translating your website, but are concerned about the budget for the initial investment, we recommend reading Translating and Localizing your Website on a Budget: Where to Begin.
And of course, if you have any questions or concerns, let us know. The ATS team is always available to help.