November 2017

How Localizer can save a plateauing business

 by benny on  |
No Comment
Depending on demand, at one point or another, it is common for an online business to reach their peak performance in their native land. From there they can branch out into countries where they speak the same language only to find themselves with the same problem years later.   While it is a good problem to have, it certainly presents a challenge.   Translation companies can help, but can often do not suit the budget and time restraints of many online businesses. Additionally, if you need to update your website or have a regular stream of new content, you have to start the process all over again.   It’s for these reasons most online businesses do not pursue localization.   Now here’s the salesy bit: Localizer can be managed by a team of one, provides high-quality translations in under 48 hours, has price packages to suit all budgets, requires no coding knowledge and as mentioned before, can save a plateauing business.   How?   Simply, by making your business accessible to more people.   For example, let’s say an Australian based e-commerce site have hit their peak performance in Australia and have had limited success in other English speaking markets. It might seem that their only opportunity for growth is to expand their business offering but there is no need for such drastic changes.   By Localizing their website they are able to present the same offering to a whole new audience without any of the hassle associated with a traditional translation service.   After reviewing website analytics and/or performing market research, it becomes clear which market should be targeted next. From there, they are able to select a language and translate their website in as little as three clicks.   With 56% of users preferring their own language over price as a differentiator and 72% of customers preferring to browse in their own language, it’s clear Localization is a real benefit for the customer.   Likewise, the benefits are abundant for the website owner with Localization increasing dwell time, unique visitors and sales. A whole new audience is available to you without having to make any major changes.   Localization doesn’t just make things easier for your global audience, it creates new opportunities for businesses all around the world. If you or someone you know has a website that is losing traction, maybe it’s time to speak to the world with Localizer.  

Why Google translate is not enough for your website

 by benny on  |
No Comment
At Localizer, we get asked about Google translate a lot.   “Wait a minute, isn’t that just Google Translate? You’re joking, right? Why on Earth would I pay a service to translate my website when I can get a robot to do it for free? This is the worst idea I’ve ever heard! You should give up!”   We’re used to hearing it by now, we have an answer ready to go.   Google translates words, not context.   Sounds a bit simple, but it can make a huge difference. While they have their uses, machine translation services like Google Translate do not pick up on context, tone of voice or cultural nuances, leaving some margin for error.   For example, here are the phrase from before, translated into Pashto then back into English:   “Wait a minute, is not it Google Translator? Do you have a right? Why will the land give you the translation of my website when I get the money for this free? This is my worst view that I have heard! You should leave!”   Simpler phrases can be translated well, but things such as tone of voice, context or colloquialisms can often get filtered out.   If your website has a unique tone of voice and a lot to say, Google translate is not enough to effectively serve your message to an overseas audience and could even include small but costly mistakes.   This is where professional translation comes in.   Professional translation puts the human element into it by using, well, humans! Your text is sent to a member of our team of 18,000 professional translators who localize your content retaining tone of voice, context and SEO capability.   As an added advantage, you can provide instructions to your professional translator about tone of voice, words to avoid and any additional information they may need, ensuring that your message is perfectly localized to your global audience.   Due to being cheap and quick, machine translation is effective when translating first drafts or any text that does not contain tone of voice or context, such as glossaries or indexes.   For any long-form text that is rich with tone (professional, playful etc.) we recommend our professional translation service to keep your website identity thriving around the world.   It may not stop the questions we get about Google Translate, but it will stop your message from getting lost in translation.