Web-marketing, IT and translation experts working side-by-side:
all the expertise needed to take your fashion e-commerce site global
Fashion websites represent an increasingly crucial channel. Sales in recent years have seen exponential increases and trends are all on the rise. However, it is a channel where competition is increasing too. The basic level required to be an active player in this sector is rising rapidly. Web-marketing techniques are constantly evolving and becoming increasingly sophisticated.
In a scenario such as this, a successful e-commerce site cannot merely settle for good translations. It must be able to count on a language partner who knows how to liaise proactively and offer advanced services and consultancy. When it comes to tackling global competition on the web, you must balance the elements of language and style with the need for specialist SEO, within the limits set by AdWords, incorporating the keywords most frequently searched for by users.
Fashion Words has been working with the best international online stores for many years. Together, we have developed a comprehensive range of services for e-commerce sites within the fashion industry.
User experience is one aspect that should be considered extremely carefully when building a website. For example, user experience influences bounce rate, the time spent on the site and the possibility that the user will make a purchase.
In fashion, the user experience is even more important, with its value representing much more than the mere conversion rate of a landing page or an e-store.
User experience strongly influences how users perceive the value and positioning of the brand and the message conveyed to users. Even if the website does not aim to gather subscriptions for a newsletter, or to increase online sales, today no brand has the luxury of neglecting the user experience on its site. What is the overall impression that a foreign user gets? Do they find what they expect? Are the pleasantly surprised or confused? Is the content and information clear?
With its own copywriters and translators who are native speakers of the foreign languages the work in, Fashion Words carries out user experience analysis and assesses the accuracy, immediacy, completeness and coherency of the text on your website. We analyse all the user’s navigation routes, carrying out the typical operations that any user would. This ranges from the welcome on the homepage or on a landing page that aims to request general information, to searching for product codes or registration, purchasing and check-out, without forgetting about all the post-sales steps and any return requests, payments issues, etc.
To date, all our analysis results have always far exceeded the expectations of the brands we work with. The information obtained has led to a considerable number of improvements, all to the great benefit of the user experience and the user perceived value.
Positioning yourself in the top rankings of search engines is increasingly difficult. Companies are well aware that to promote their business they need to invest considerable amounts of resources to slowly and painstakingly climb SERPs.
One of the critical elements for search engine positioning is the content on the page. That is why texts published on websites must be optimised for SEO, both in the source language of the site and on the pages dedicated to foreign markets. An excellent professional translation that is flawless in terms of style and grammar may not be understood correctly by search engine algorithms, with subsequent sanctioning and exclusion from the top rankings in search engines.
Fashion Words is able to offer professional translations optimised for search engine positioning. Together with our clients, we define the keywords to use in the foreign languages. The translator is assigned the task of writing a free, and not literal, translation that contains the right amount of approved keywords and is equally effective and comprehensible for search engines.
In order to launch an effective and efficient AdWords campaign for international markets, the texts and keywords must be translated keeping the logic and criteria of Google AdWords front and centre.
It is not enough to simply translate the keywords and ads, but rather you must work with the specialists who manage the AdWords campaign to create a new campaign in the foreign language, which is similar but not identical to the Italian campaign.
For example, to improve the quality score of ads and minimise the AdWords CPC (Cost Per Click), you must ensure the utmost consistency between the keywords, the ad content and the landing page content.
Standard professional translation is not enough to guarantee a good AdWords quality score, especially if the translator does not fully understand the operating logic and criteria of Google AdWords. When your score is low, the CPC increases exponentially, leading to a rapid depletion of the daily budget for your campaign, without bringing about the desired number of clicks. In these situations, a copywriting service with the aim of recreating the campaign in the target language is undoubtedly better than the classic standard professional translation.