Website translation

Your brand’s website is a virtual showcase for audiences across the globe to discover your art. To ensure an excellent user experience, it’s not enough for it to be pleasing to the eye and easy to browse: it has to speak its users’ language too.

of consumers buy from foreign brands
20 %
of consumers think that brands should offer an end-to-end customer experience in their native language
20 %
of consumers think that brands should advertise products in their native language
20 %

Source: Global State of Multilingual Customer Experience survey

Website translation
for fashion brands

When your website is aimed at a global audience, translating the key elements alone isn’t enough. When exploring your virtual store, customers need to feel at ease and understand its content.

Offering them an end-to-end experience in the language they’re most familiar with shows them that you care about them and makes it easier for them to choose your brand and shop with you. Also, translating a website is more than simply converting a text from one language to another: it involves adapting the content to the culture, needs and habits of the target audience.

Product names

Did you know that the Harry Potter series, written originally in British English, was “translated” for American audiences? Yes, even when one or more countries share the same language, differences in the vocabulary used persist. For example, an American customer who wants to buy a pair of trousers will likely type “pants” into a search bar, while their English counterpart will type “trousers”.

Product descriptions

To make every user feel right at home while browsing, simply providing professional images and texts in English alone is not enough! It’s very important not to underestimate the importance of clear, in-depth descriptions of items in your customers’ native tongue and to provide size-conversion tables covering the system they use, as these things make it easier for your brand to establish a relationship of trust with them.

Checkout

Taking your brand worldwide also means breaking down practical barriers that can come up during the checkout process. Displaying prices in the users’ local currency and informing them about any additional costs and regulations that apply in different parts of the world can be useful for simplifying the checkout process.

Images

For e-commerce websites, visual impact plays a key role. For this reason, the images you use need to be adapted as well to ensure that they’re culturally suitable for your target audience and inspire positive feelings in your visitors as a result. When localising a website for Eastern audiences, for example, it’s wise to avoid the colour white, which in Asian culture is often associated with mourning.

Adapting size and measurement systems to meet your users' needs

When translating an e-commerce website, every single detail is important. Nothing can be overlooked. Optimising the customer experience for foreign audiences also means presenting items with local size systems, converting units of measurement and, in some cases, completely rethinking the way this type of information is displayed.

For example, a basic size conversion table may not be enough to engage Japanese audiences, who are used to specific, in-depth information about the size of each item.

Blogs

Blogs are a vital tool for informing your audience about new collections and collaborations or when you’re organising events. Having your blog translated can be very useful for piquing foreign customers’ interest, improving your search engine rankings in other languages and growing your brand on the world stage as a result.

Landing page

Want to encourage users to find out more about a new item or take advantage of an end-of-season sale? What better way to do so than with a landing page! Whether your marketing strategy is built on newsletters or paid ads, our team of experienced linguists will help you translate and adapt the text and images of your landing page to win over global audiences.

Completing a purchase:
the checkout experience

Last but by no means least, the checkout stage is a crucial point. Those visiting your website from abroad want to feel at home right to the end. To reduce the likelihood of users abandoning their shopping cart, there are two aspects you should be mindful of in particular: payment methods and currencies.

Payment methods

“When in Rome, pay as the Romans do”. Yes, at the checkout stage, consumers expect to be able to settle their bill in their own national currency, using the payment method and payment service provider (PSP) they’re most accustomed to.

Currencies

The fees charged by banks for currency exchange and international transactions are usually very high, often resulting in users abandoning their shopping cart. You can avoid this issue by converting prices into local currencies.

Proofreading content after translation

Once all your content has been uploaded and your translated website has gone live, it’s important to ensure that no errors or inaccuracies have crept in as a result of the layout.

For example, if the clickable text in a button used to remove an item is too long, it may overlap another used to change the quantity of products, potentially removing items when the user wants the opposite. Identifying these issues and other similar ones isn’t easy if you don’t know the language. As such, our mother-tongue proofreaders will carry out thorough checks of every part of your website to ensure a flawless user experience for your global audience.

Testing the UX
on a regular basis

Our commitment to ensuring that even the smallest details of your online store are taken care of doesn’t stop after the proofreading stage. We understand that e-commerce sites change from time to time, with the risk of inconsistencies or errors appearing (especially if someone is unfamiliar with the language), which may have a negative impact on your brand’s reputation abroad. As such, we offer regular preventive checks using the expertise of our meticulous mother-tongue linguists to identify and correct any issues in time.

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