ROI for Website Translation

Website Translation

 

 

 

 

 

 

 

By Dany Olier, ICD Translation General Manager

Translation and localization is essential for international growth. However, many higher ups in organizations are unaware or unsure about the value of translation and how critical it is in order to increase global sales. In fact, companies that translate their online material were found to be 1.5 times more likely to experience an increase in revenue, according to a survey of Fortune 500 companies by Common Sense Advisory, a global think tank that performs research on international communication trends.

When it comes to measuring return on investment (ROI), it really depends on what’s important to your organization. You can measure success in many different ways. Sometimes it’s revenue, sometimes it’s market share and other times it’s the number of new clients. In any case, new translation campaigns should be sure to correlate to your business goals, as these are the ones that are going to be funded by your organization.

What is important to note is that the opportunity for increased ROI occurs as the volume of translations, the number of target languages, the frequency of updates and versions, and the ability to use proven and streamlined processes, grows. The more you translate, the less your translations will cost overall. That’s why it pays to stick with one language service provider, as opposed to diversifying with many providers.

Contact ICD Translation today to learn more about how we can help you increase your ROI with our website translation services.

 

Source: Grotendorst, T. How To Measure ROI For Translation Management. Phraseapp.com. Retrieved from https://phraseapp.com/blog/posts/translation-management-how-to-measure-roi-for-translation-management/

Translation, Localization and Transcreation in the Arabic-Speaking World

Arabic

 

 

 

 

 

 

 

 

by Catherine Deschamps-Potter, ICD Translation Vice President of Sales and Marketing

Accurate, effective translation doesn’t simply mean substituting a word in one language with the equivalent in another. With all languages, literal translations fail to capture the original intent of the text. Accurate, effective translation and transcreation entail adapting and applying the original message’s intent, context, style, tone, and voice to the intended target language. That’s key.

The Middle East, consisting of emerging and growing economies such as Saudi Arabia, Qatar, and the United Arab Emirates, has a lot of potential in terms of untapped market share. Companies and organizations around the world devote large amounts of resources towards translation and localization campaigns in the region.

However, Arabic is a tricky language to translate—there are many words that are simply untranslatable going from English to Arabic and vice versa, due to either form or context. In order to succeed in the realm of Arabic translation, translators must grant equal consideration to linguistic, semantic, pragmatic, and cross-cultural circumstances.

For language service providers, a culturally-aware approach to translation, that utilizes certified Arabic translators to aid inlocalization and transcreation, is more likely to meet the needs of organizations looking to spread their message in the Arabic-language marketplace, in turn increasing margins for profits, revenue and sales.

 

Source: Mermel, M. (2015, April/May). Perspectives: Translation and transcreation for the Arabic-speaking marketplace. MultiLingual. Retrieved from https://multilingual.com/all-articles/?art_id=2222

Multilingualism Is Switzerland’s Major Strength

Multilingual Switzerland

 

 

 

 

 

 

 

 

by Catherine Deschamps-Potter, ICD Translation Vice President of Sales and Marketing

Research recently conducted in Switzerland shows that a multilingual approach to business yields many social and economic benefits. This is an interesting study, as one-in-four companies in the UK and one-in-six companies in the U.S. are losing out in the international marketplace due to a lack of language skills and cultural awareness.

The importance of a multilinguistic approach is especially evident in the IT industry, as its value is about 25 percent. In the chemical, transport and engineering industries, you see multilingualism to each be valued at more than 15 percent.

Switzerland’s high level of multilingualism (the four national languages are German, French, Italian and Romansh) makes it a prime example of the need for increased multilingualism in global economics and trade. The economic value of multilingualism is estimated to be as much as nine percent of Switzerland’s GDP and is therefore a source of considerable wealth for the country. Switzerland can also serve as a model for organizations to evaluate the language-related costs and benefits of not only international trade, but also the potential return on investment for translation and localization campaigns, in an ever-changing global environment.

If your company would like to have a leg up on the competition, you ought to consider partnering with a translation agency that offers professional website translation services to break into this growing global economy.

 

Source: Hogan-Brun, G. (2017, January). Multilingualism: Switzerland’s unique selling point. SWI swissinfo.ch. Retrieved from http://www.swissinfo.ch/eng/business/multilingualism_switzerland-s-unique-selling-point/42890736

 

Translation and Exporting – Keeping You Safe

Translation and Exporting

 

 

 

 

 

 

 

 

By Dany Olier, ICD Translation General Manager

Most countries have laws to mandate testing standards, as well as requirements for the translation of labels, user manuals and marketing collateral. The translation and localization of exported materials is especially important in developing and emerging markets because of differing educational levels and safety concerns.

For example, many organizations are familiar with the CE marking, which appears on many products traded and exported to the European Economic Area (EEA) within the European Union. The CE markings designate the product as meeting high safety, health, and environmental requirements, and also means that the product supports fair competition by holding all companies and products to the same requirements and standards. It is a best practice to provide explanations of these standards for source texts intended to be translated for specific markets, especially for marketing collateral.

Testing standards, with explanatory text, should be used and translated for target audiences. For example, when cut- and puncture-resistant gloves are marketed to Japanese consumers, it’s critical to incorporate Japanese industrial standards in user guides and marketing materials. Text intended for foreign audiences should be adapted to reference testing methods applicable in certain countries and foreign language translation services can provide assistance with these adaptations in various target markets.

To help ensure that your documentation protects end users and meets all regulatory and safety requirements, organizations should research all applicable standards and directives in the countries that the material will be used. Partnering with a reputable language services provider who is familiar with safety and regulatory requirements will also help your messages reach your intended audiences without a hitch.

Babies and Birth Language

Birth Language

 

 

 

 

 

 

 

 

by Catherine Deschamps-Potter, ICD Translation Vice President of Sales and Marketing

Research, recently completed by Dr. Jiyoun Choi of Hanyang University in Seoul, South Korea, shows that babies gain knowledge of language in the first few months of life. The study featured Dutch-speaking adults adopted from South Korea who were asked to pronounce Korean consonants after a brief training class. The participants exceeded expectations at Korean pronunciation, even though Korean consonants are extremely unlike those in Dutch. Any professional translator (Korean or Dutch), or any company that offers translation services, can testify to just how dissimilar the two languages are.

This study is the first to show that early experiences of adopted children in their birth language gives them an advantage decades later, even if they think their birth language has been forgotten. The study concluded that useful language knowledge is established very early on in life, and can be retained without additional learning—only being revealed after the onset of re-learning.

This research reinforces the fact that the language learning process starts extremely early, even when the child is still in the womb. Dr. Choi emphasizes the importance of trying “to talk to your babies as much as possible because they are absorbing and digesting what you are saying.”

 

Source: Briggs, H. (2017, January). Babies remember their birth language – scientists. BBC News. Retrieved from http://www.bbc.com/news/science-environment-38653906

English-Only Websites Miss Big Sales

Website Translation

 

 

 

 

 

 

 

 

By Dany Olier, ICD Translation General Manager

Research by Common Sense Advisory, the research company focused on global business and commerce, found that when consumers aren’t confident in their English reading skills, they spend less time on English-only websites and complete purchases at a much lower rate. In fact, they found that English proficiency determines how long people stay on a website and people who spend more time on a website are more likely to make a purchase.

55 percent of consumers prefer to buy only in their native language and 53 percent of consumers are more comfortable buying in their native language. What does that mean, exactly? It means that if you have an English-only website, your organization is missing out on about half of all consumers who’d prefer to make purchase in their native language.

On a related note, post-sales support, user reviews and navigation were the most important to localize. 74 percent of consumers were more likely to make a second purchase if post-sales support was provided in their native language, while 72 percent of users want to see reviews in their native language. Translating these sections on your website and providing international customer support will help you increase sales.

Tolerance for English-only sites will decrease as the rest of the world comes online. It’s critical for any organization looking to do business internationally to localize their online content with business translation services. We can help. Contact ICD today to learn more about our website translation services.

 

Sources: Common Sense Advisory. (2014). Survey of 3,000 Online Shoppers Across 10 Countries Finds that 60% Rarely or Never Buy from English-only Websites [Press release]. Retrieved from https://www.commonsenseadvisory.com/default.aspxContenttype=ArticleDet&tabID=64&moduleId=392&Aid=21500&PR=PR;
Unbabel. (2015). Can’t Read, Won’t Buy: How Localization Increases Sales Worldwide. Retrieved from https://unbabel.com/blog/localization-cant-read-wont-buy/