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11.16.09 How Long Should You Wait To Translate Your Site For Other Countries?  By
Krishna De
I recently had the opportunity to meet with Mark Rodgers, the Managing Director of Cipherion Translations and we started to talk about the opportunities that the internet presents to us if we wish to expand our business internationally. Mark 's business provides a translation and localisation service and are based in Dublin. Cipherion Translations regularly work with Irish organisations as they take their first steps in developing a global presence. Mark also heads up the Irish Internet Association's International Strategy Working Group. I suggested to Mark that he might like to share some of his advice with the ‘Biz Growth Community' and posed a few questions for him. This is the first in a series of three articles where Mark addresses the questions I raised with him. Krishna: Under what circumstances should we consider having our website translated into another language versus relying on an automatic translation. Mark: What a great question. I think that if your website is used for "customer acquisition" or is meant to help to differentiate your product (e.g. if you are a hotel in Kerry that wishes to attract more German customers than your competitor down the road) then automatic translation is not really going to help. At best, automatic translation will help the buyer to understand your product offering - but we know from research that purchases are made based on ‘feelings' - and justified with logic. A poorly translated website gives the sense that you are not really interested in the customer - but just hoping to make the sale. For instance, if you are a specialist at manufacturing horse-riding gear and sell it around the world, then a French customer looking for such horse-riding gear will likely be checking 4 or 5 other French sites - in addition to your "translated site". What will make them purchase from you? Well, the nature of the French translations are going to go a considerable way to convincing them that you are a serious alternative. Obviously, if you are a large Brand like Nokia or Sony, well, you have the budget and will have a properly translated website.
Now, we always come across people out there who say, ‘I have gained 20 customers from my automatically translated website' - and its probably true. However, to gain real presence in a market and grow your customer base - most professional organisations will look to have a properly translated website. The secret to international success is to appear to be a ‘local' brand. In other words, make it easy for your customers in Spain to select you - make sure your Spanish is real Spanish- not something that has come from a free translation tool. Krishna: Thanks Mark for your insights. I know from living and working in many countries that the approach that worked best for the businesses I was involved with were those who thought globally but acted locally. Being able to deliver a clear and relevant marketing message on your website in the countries you are looking to expand in is definitely something we should consider. Comments
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