10 tips for taking your website around the world
TRANSCRIPT
10 Tips for Taking
Your Website Around
the World
Ingeniux User Conference September 2016
A few questions
• Why translate?
1. Visitors stay twice as long on a website if it is in their language
2. 90% of all searches are performed in a user’s native language
3. 4 x more likely to purchase if content is in their own language
4. Only 3.5 countries of 18 with the highest e-commerce penetration use
English as their main language
5. Demonstrates that you care about/know your customer
• How type of translation works for your website?
– Machine Translation vs Translation vs Transcreation vs Copywriting
1. Source: Forrester Research 2. CTIA 3. IDC 4. Source: Global ecommerce penetration by country: 2013. Digital Strategy Consulting.
1. Identify your global footprint
• What is your current target audience?
• What is your target audience?
• Where do you want to be?
2. Create Tiers
• Do you want or need to translate the whole site or only parts of it:
– Define the necessary pages / levels
– Define content
– Select which countries / regions are to be targeted
– Define which languages are required
– Define which products / services will be offered in which region
• Do you want or need to localize the site all at once or can you roll
out sections / languages over time
3. Align Levels and Tiers
Phase Pages Additional
Content
Territory Language Products /
Services
Tier 1 Level 1 None Americas Latin American
Spanish,
French
Canadian
All
Tier 2 Level 1-2 Videos, PDFs Americas Latin American
Spanish,
French
Canadian
Simplified
Chinese, Hindi
All
4. Create a Content Matrix
Tier Pages Additional
Content
Territory Language Products /
Services
Tier 1 All Pages Video, PDFs Japan Japanese All
Tier 1 All Pages Video, PDFs China Traditional
Chinese /
Simplified
Chinese
All
Tier 2 Level 1-2 None France French No Xbox,
Windows
Phone,
Entertainment
Tier 2 Level 1-2 None Brazil Brazilian-
Portuguese
No Surface,
Xbox
Tier 3 Level 1 only None Egypt Modern
Standard
Arabic
All
Tier 3 Level 1 only None German German No Xbox,
Windows
Phone,
Entertainment
5. Perform Cultural Analysis
• Analyze elements for cultural appropriateness:
– Numbers and dates
– Colors
– Culturally local expressions
– Calls to action
– Brand specific expression
6. Plan for Multilingual SEO
• Multilingual SEO is not straight translation
• It usually needs to be researched in-country
– Direct translation may be accurate but not what people are searching for
7. Schedule a Kickoff Call
• Very important part of the process
– Introduces team members
– Is used to review and agree upon the statement of work (SOW)
– Aligns expectations
– Determine communication policies
– Review the workflow and plan
8. Send to Translation
• Pre Translation Priorities
– Glossary / Style guides
– Translation memory (TM)
• Translation
• Post Translation Priorities
– Language quality assurance (LQA)
• In-context review
9. Establish Update Strategy
• Deciding when and how you update your multi-lingual site is
important
– Having no update plan can create confusion, increase costs and
increase turnaround time.
• For example:
– Do you want your updates automatically pushed to translation?
• Multi-lingual site always synched with the main site
– Will you use an update schedule to bundle content?
• Produce faster turnaround time
• Reduce costs
10. Reporting and Metrics
• Business intelligence is the key to determining your ROI on
translation:
– How much you are spending
– What is the quality level for each project and in general
– What is the service level provided
COSTQUALITY SERVICE LEVELS
BUSINESS INTELLIGENCE
Quick Recap
1. Identify Your Global Footprint
2. Create Tiers
3. Align Levels and Tiers
4. Create a Content Matrix
5. Cultural Analysis
6. Plan for Multilingual SEO
7. Schedule Kickoff Call
8. Send to translation
9. Establish Update Strategy
10. Reporting and Metrics
Thank you!
Jean-François LarivièreDirector of Business DevelopmentVenga Global
[email protected]://ca.linkedin.com/in/jean-francois-lariviere-a86a434