by Jessica Kane
A recent Harvard Business Review article has revealed why it’s important to translate e-commerce websites. Over 70 percent of online consumers not only spend their time on websites in their native language, but they also prefer to purchase products in their own language. In fact, more than half of consumers are willing to pay more for product information in their own language. Below explains six beneficial reasons why you should translate your business website.
Product or Service Value
The more valuable the product or service, the more necessary it is to provide translated information. That is, international consumers are naturally wary of spending large amounts of money on products or services that cannot read about in their native language. This is especially true for major purchases, insurance and financial services. If your business offers expensive products or services, translated information is an absolute must. However, keep in mind that well-recognized, global brands will only need minimal translation.
Expand Market Exposure
Globalization and the internet have leveled the playing field for small businesses, most of which do not have the resources to establish offices overseas. Instead, any business can reach untapped markets through translating their website. Keep in mind that simply having an easily accessible website in your native language is not enough to increase conversion rates. Also, mistranslations or cultural misunderstandings can do more harm than good. Therefore, it’s always a good idea to have your translated website reviewed by a native speaker.
Website analytics allow businesses to assess where their online visitors and customers are located. Therefore, businesses can create localized landing pages that will improve sales, the consumer experience and total number of conversations. Providing translated content through localized landing pages is an excellent way to expand your business and make more money. Keep in mind that an international website may require expanded commercial services, such as unique currency or credit card services. Even better, use an international financial standard, such as PayPal.
Tough competition and sluggish economies mean it’s more and more difficult for small businesses to survive. As a result, business expansion is critical for financial success. E-commerce holds the key to business growth in the 21st century. In 2013, worldwide e-commerce amounted to over 1 trillion dollars. Instead of trying to locally expand against well-established competition in an oversaturated market, simply use your website to expand your business into untapped markets. In fact, businesses that are struggling to survive can revive their business through accessing foreign markets.
Any business with an international presence is obviously doing better than companies that are limited to their local market. A website with international landing pages helps to establish validity and credibility. In addition to this, it will also build confidence in your brand through quickly engaging customers. A professionally designed website that is available in multiple languages makes an excellent first impression on visitors and first-time customers.
The Power of Technology
Through the power of technology, there is never a better time to expand a global online business presence. Smart phones, tablets, email, instant message (IM) and social media make it easy for any business to engage with their overseas customers. In fact, cloud computing, mobile apps, VoiP technology, open-source and web based software make it easy for any business to cut costs and establish a global market presence.
To summarize, any business can venture across linguistic borders through translating their website. This is especially important for businesses that offer valuable products or services. Translated websites will expand your market exposure while offering customized content. A website with international versions establishes credibility and will accelerate growth. All of this is possible through the power of technology.
About the guest author:
Jessica Kane is a professional blogger who writes for Bureau Translations a leading company that provide translation services for businesses.
About the Author
Steve provides leadership, management and marketing coaching to business owners, executives and entrepreneurs worldwide. Considered the Catalyst for Change by the California Business Journal, Steve has coached over 400 business professionals to date.