E-shop translation – how to do it properly?

Translating an e-shop is a task covering many different processes. Its quality is impacted by many factors, which should be looked after. This is mainly because your own place on the Internet is much more than just a company’s showcase item. It is primarily the basis of all activities included in the broadly-defined digital marketing. Find out how to ensure good website translation.

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What is a website intended for?

As it was already mentioned in the introduction, a website is the basis of all digital marketing activities. This results from a simple fact: it’s the only place over which you have (or can) have full control. So in fact, a website works in a completely different way than, for example, a Facebook page or a company profile on LinkedIn. Theoretically, you can operate freely on these two social networks, but in practice you are dependent on numerous regulations and the resulting restrictions. If you break the rules you will lose your profile.

Why is your own website so important? The list of benefits would be very long but let’s just focus on the most important ones:

• Your website makes it possible to obtain customer data for remarketing purposes;

• You can install a lot of tools on your website, such as a booking form, product and service ordering module, contact forms, pricing forms and many more;

• You can integrate your website with numerous marketing tools, such as CRMs or external booking platforms;

• You can also integrate your own website with statistical tools, thanks to which you will improve the effectiveness of your own activities (Google Analytics, Google Search Console or Hotjar);

• You can set up your own e-shop and develop your business independently without having to use bidding sites.

There are many more benefits related to having your own website. It all depends on how much you focus on its development. The available features and values ​​for your company are in fact limited only to technological possibilities that are dynamically developing every month.

E-shop translation – where to start?

When deciding to translate an e-shop, start by recognising the entire shopping path. You need to be aware that the path from getting to know the offer to closing the sale consists of several different processes, and thus – several different system messages. Unfortunately, many online shop owners forget about this key issue when deciding to translate them. A transparent, legible and, above all, understandable purchasing process is a factor that often determines success in the e-commerce industry.

Translation of system messages in the shop

So what system messages are we talking about? The translation should include all the content that the customer sees while shopping. These include inscriptions on buttons such as “Register” or “Log in”, as well as all payment-related messages. The content informing users about the payment status, order status or shipment monitoring, as well as all emails that are sent from your shop in connection with the purchasing process, are also very important. They must be fully understandable to your customers so it is worth entrusting translation to professionals.

Translation of subpage description

Building trust is a key element of the purchasing process. So before customers decide to add something to their cart and make a payment, they first want to know more about the company. Such information can be found on subpages such as “About us”. The decisive factor is also the method of submitting and processing complaints, available payment methods, solutions in the field of payment security and data confidentiality, as well as the terms of use applicable in the e-shop.

It would be a good idea to take care of all these subpages, and even better if you ensured their good translations. This is the only way that you can provide the necessary information to customers both from your home country and from all international markets where you want to operate. The obligation to inform customers exists irrespective of the destination country. So the more emphasis you put on this element, the greater your chance of success will be.

Translation of product descriptions

Product descriptions are another important element of an online shop. They are very essential both from the point of view of the customer and Google search results. Good product descriptions will on the one hand convince the interested person to shop, and on the other hand, they will display specific products in response to valuable keywords searched for in Google. Due to their great use-related value, it is worth ensuring good translations of product descriptions. They are crucial in all e-commerce activities, and additionally, they will also be useful when you want to list your products on external auction sites.

SEO translation in an e-shop

When talking about keywords, there is one more thing worth taking a closer look at. Product descriptions are not the only factor determining how high your shop’s position is in the search results. This is determined by many other components, and one of the most important one is the broadly understood content on the entire website. All subpage descriptions, as well as the blog articles themselves, must be properly saturated with keywords to have a chance to rank high in search results.

So how to obtain a good SEO translation? First of all, you need to translate your keyword list for your local e-shop and make sure these are the most searched phrases by users of your target country. It may turn out that you will have to replace some of these words with words that have greater potential in terms of positioning. Once you have identified these phrases, order the translation service and ask the translator to replace the words in the text. This rule applies to all content you have in your online shop.

Transcreation of marketing slogans

When ordering a translation service for an e-shop, it is also worth taking care of the appropriate adaptation of marketing slogans. This is called transcreation (or creative translation). It results directly from their specificity and purpose. The purpose of marketing slogans is to catch the attention of the recipient, as well as to make a given word or sentence memorable in the minds of customers.

A good example is the Ikea furniture shop chain. The English-language advertising slogan is “The wonderful everyday”. However, for the Polish market in the same campaign, the slogan “Ty tu urządzisz” (literal translation: you will furnish [your home] here) was used. The difference is significant, but the reason is prosaic. A literal translation of this slogan would not be as memorable as its Polish version, which is a play on words, referring to the well-known saying, where only one letter changes.

E-shop translation? It’s easy!

Translating an online shop involves many nuances that you have to focus on. Acting on your own can result in making mistakes, the consequences of which can follow you for a long time. That is why it is worth focusing on professional translations, especially when you can order them 24 hours a day, 7 days a week. This is exactly what we offer at lingy.pro.

Other articles:

The dropshipping model – how to start selling in several countries simultaneously

Food product labels and national requirements

4 SEO Tips for Your Multilingual Website

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