Most businesses understand they are just a click away from any corner of the globe. Well, actually two if you are the Google! search a potential customer does to access your shopping cart application. What most companies, sadly, do not understand though, is the fact their shopping cart application is struggling to make it to the checkout counter. Bill Dunlap, handling director of Worldwide Reach, Inc. notes that “for every $2 million a site is doing in domestic product sales, they’re leaving another $1 million on the table in worldwide sales if they’re not making themselves easily accessible.”
To paraphrase the aforementioned, let me pull on a quotation from Willy Brandt. The first kind Western German chancellor is noted to possess once stated: “If I’m marketing to you, I speak your vocabulary. If I’m purchasing, dann muessen Sie Deutsch sprechen (then you should talk German).”
In business economics this is referred to as opportunity price – the price of something with regards to an opportunity foregone. An opportunity cost of not speaking “German” is really a whopping 50%! This straightforward truth is supported by statistics.
Donald A. DePalma reported in a study carried out for Forrester Research that “Visitors remain two times if they do at English-only URLs; business buyers are 3 x very likely to purchase if addressed in their own language; and customer care costs drop when directions are exhibited within the user’s language.” (Donald A. DePalma, Techniques for Global Websites, 1998).
An additional Forrester Study report, offered inside an post titled “Reasons for Success in International E-Business” (webpronews.com) provides statistics that suggest “over 55% in the on the internet world accesses the Internet from countries where English is not the native language.”
Your message is loud and crystal clear: Do not think that there is no cause to translate Cross Border Ecommerce or that English can be used in other countries! To be sure, English is definitely the lingua franca of the world, and several individuals do have the ability to read through English. But, faced with a choice, would you pull out your wallet for a company that accommodates your needs within your low-native vocabulary, or your native language?
If translation and localization is not a part of your worldwide e-commerce technique, then you might be leaving funds on the desk!
And, if you notice the truth in this message, you have a number of options readily available: you are able to build an in-home translation capability, or commission an expert translation service to translate your ads. Developing an in-home interpretation capability is prohibitively expensive, in addition to that it is a lasting work. An appropriate example to demonstrate this aspect those of an IT division.
So, except if you have strong wallets, purchasing translation is the ideal solution.
Purchasing interpretation, nevertheless, may be overwhelming with the technical terminology, and annoying with the endless marketing hype and “mission claims” which are tossed at you. Fact is, the basics of purchasing interpretation mjacfc simple. Keep reading. Your starting point ought to be the clarification of your translation project requirements. Think about:
Regardless of whether your marketing materials are for internal consumption (including companions) or exterior consumption?
Regardless of whether price is more essential or high quality is much more essential?
Exactly what is the time frame for the task?
What are your continuing (long term) expert interpretation service requirements?
By clarifying project requirements, you happen to be establishing the structure to respond to the 2 most important concerns which will figure out the success of your translation project. Namely, what exactly is the correct type of interpretation, and exactly what is the correct professional interpretation service for your interpretation project?