In the 2018 Web Globalization Report Card, created by Bytelevel, it analyzed companies and websites to report the top 25 websites that succeeded in global services. The report states that the top websites have an average of 80 languages. These top websites all have in common one thing that make them so successful: translation of their databases.
Translation is vital in today’s businesses, especially with eCommerce, for many reasons. About 70% of the world does not speak English, but a majority of websites are only available in English. Many online users have claimed they will not purchase items or services if websites don’t provide content in their first language. Which begs the question… why have most companies ignored the website trend of creating their content in other languages? So let’s talk about a few different reasons that translation is so important for companies.
1. Increase Search Traffic and Improve SEO
Neil Patel posted a blog announcing that since he translated his website, his page went up by 47% of web traffic. Studies have shown that translating your company will result in a higher percentage of web traffic. When you are searching for something online, depending on what language you are searching in, the only results that will show will be the ones in the language you are searching it. Imagine what results you could have if you had your company’s website translated in just one additional language–your page results will increase, just like Niel’s did.
2. Beat Your Competitors
Not only does it increase traffic to your website, it will also expand your markets. With different language translations available on your page, you will be one step ahead of your competitors. A larger customer base will give you a step up and spread the word about your company to various countries and cultures. If your competitors already implemented the translated website trend, you need to make sure that you do the same. You can’t afford to lag behind and watch competing companies grow into global markets while your company only targets a one group of consumers.
3. Potential to Increase Revenue
This was briefly touched in the last paragraph, but this may be the biggest benefit of adding more languages for your online base. No matter what you are selling, having the option available for different languages will give you a whole new market. You will attract different countries all over the world, and it will show as your revenue increases. It is important to remember that when you do add language options, you should do the research to know exactly what those markets need. Some branding and messaging may work in one country, but will not necessarily work in another. Localization, or altering products, branding or messaging to resonate with natives of those areas you target, is critical. Doing so will not only provide better customer service to online buyers, but it will provide a clear description of what your company is selling as well.
inWhatLanguage is a localization and technology provider breaking down language and cultural barriers to unify people and communities around the world. Through technology and professional linguists, we connect organizations to communities by allowing them to create, control and manage all enterprise-wide content through a proprietary, cloud-based translation management platform called UNIFY.