The translation and localization of an e-commerce platform does differ from that of a corporate showcase site, even if both do share a few techniques similar to marketing translation.
For any online shops or e-commerce platforms, and for whichever language (or languages) the site exists in (English, French, etc.), the number one concern must be to create a trusting relationship with the prospective buyer. Creating a feeling of proximity with the prospect and providing them with pertinent content are some of the keys for turning that prospect into a client. Even one or two flagrant errors in the translation of the website’s or platform’s homepage or conversion funnel (the costumer’s journey from a simple search to the completion of the purchase) can completely discourage and deter the user and lower your conversion rate.
Whether you have decided to open your business internationally to respons to the needs of a current client in other countries or simply because you are looking to expand your business to new markets, TradOnline offers you an effective all-in-one solution for your e-commerce site, adhering to SEM and SEO best practices guidelines.
How to organize and optimize the translation of a product catalogue
A well-structure catalogue will contain a number of repetitions (dimensions, colours, format, materials, etc.). Thanks to our robust CAT tools (Computer-Assisted Translation), we can identify this repetitive content, allowing us to only translate the content once and duplicate it for further use, without requiring that you do any further processing of your data.
On top of our computer processes and software, our project managers put all their expertise at your service, with the goal in mind of optimizing your files: improved cost and quality!
We also know when to use your translation memory sparingly. In some instances, especially when it comes to natural referencing, it is absolutely necessary that each of your products’ long descriptions are unique. Google will penalize “duplicate content” when it comes to search results, that means any pages with a majority of duplicate text may not be referenced! This is something that must be kept in mind if you’re hoping to benefit from natural referencing on your site or platform.
In our role as consultants, we will go over any number of such restrictions in order to better target your translation and provide a satisfactory translations service that response to your needs.
Outside of product catalogues, every site also contains a number of other content that may need translated: static pages (contact or help pages for example), editorial pages (blogs), General Terms and Conditions of Sale, or transactional e-mails. We handle that kind of content as well.
Our knowledge of the most common CMS’s on the market (Prestashop, Magento, and others) allow us to adapt our reintegration solution to your particular restrictions. In some cases, our translators may need to work directly on your CMS platformd, in others they can work on exported files. The re-importation of content may be completely automated. Everything depends on your objectives, the solutions that you have at your disposal, and your internal teams.
A translation optimized for natural referencing
Being well positioned on search engines utilized on international markets will allow you greater visibility and will increase your sales. A number of our translators have training in SEM and SEO and can offer pertinent translations of your keywords and will pay particular attention to your internal URLs, meta descriptions, meta-data, and even your AdWords campaigns.
If you want to go even further, we can offer a full-scale study of your keywords in the targeted markets, thanks to one of our partners.
A translation partner who is with you for the long run
Is your catalogue in constant evolution? Do you regularly add new products or ranges? We support you in the long run with optimized processes thanks to our CAT tools.
The initial translation of the catalogue will allow us to create a translation memory of the totality of the existant content. The memory will serve as a base for future translations and allow us to optimize the cost and leadtime by identifying repeating segments.
The process of updating your content can be largely automated, with upstream and downstream automation of file transfers through FTP, APIs, or a workflow usimg .XML files linking our tools and your e-commerce platform. This may prove to be an interesting option if you change your product portfolio daily.
Focus on CMS API (Kilgray)
Recent technological evolutions allow us to now develop gateways between your online database and our CAT tool, memoQ.
In the event that the volume of the content to translate becomes too excessive or frequent, we recommend the implementation of an automated solution to transfer your data and files between TradOnline and you, through the use of our API. This requires some client-side development, but will prove to be an avenue of real savings, both in time and money, in the long term. However, the implementation of an automated API cannot fully replace the numerous benefits of human interaction, which will still be necessary for a successful and profitable partnership.
The translation of an e-commerce site always requires choosing a target country or geographic zone, as it is necessary to implement logistical means to respond to these new international clients. The localization of content is the process of adapting your content to these target regions. This includes everything from units of measurment to payment methods, as well as date and time formats, monetary units, and cultural references. When speaking informally, cultural references take on a critical importance. Pay special attention to your marketing hooks! We’ll be happy to provide you with consultation as you undertake this process.
A veritable terminolgical study can also be envisaged thanks to our tools, with an eye toward the constant improvement of your content.
And as for mobile apps in all this?
More and more e-commerce actors choose to delevop a mobile version of their platform in order to attain new clients. Is it, therefore, important to translate their mobile app as well? If you’re intereseted in the subject, here’s how TradOnline can accompany you.