Adjust your eCommerce offering to fit local markets.
Why? It reassures customers that you’ve taken the time to localize your brand to meet local customs and traditions. And translations can be a cost-effective and simple way to get customers to spend more money.
Three things to think about:
1) Choose images carefully
What are the right kind of images to use on your eCommerce website, for example? It’s important to consider what is appropriate for the sectors you’re targeting. Fashion is the obvious example – find out what dress codes are preferred in the new markets, and choose images carefully. Conservative images are necessary for conservative countries, while it’s possible to be a bit more ‘daring’ in more relaxed cultures.
2) Colors with contrasting connotations
Red is associated with many feelings around the world, and different cultures react to different colors. Red in India symbolizes several things, including wealth, power and purity. In South Africa, red is associated with mourning. Do you need to change your website design or even alter your brand colors for new markets?
We’ve recently talked about this and you can pick up some advice from one of our recent blogs.
Are you relying on your logo to do its job without translating any taglines? There’s no need to remove text if you’re worried your tagline won’t be translated well enough it work across borders. That’s because a professional agency will be able to use experienced local marketing translators to get things just right.
You can put this all together by using China as an example.
Images? Use group photos on your Chinese website because there’s evidence that group shots engage the customers more than in collective societies – such as China. These will work more effectively than singular shots.
Color? White may not be the best color to use in China – it can be associated with death and mourning. Red and yellow work well in China because they symbolize good fortune and happiness.
Logo and tagline? You’ve heard about Pepsi translating ‘Come alive with the Pepsi Generation’ into ‘Pepsi brings your ancestors back from the grave’ in China.
Translations to beat the competition
A carefully strategized and properly localized campaign will mean these errors won’t happen. This makes life a whole lot easier if you want to beat the competition.
Translations are a cost-effective way to help reach new markets. Industries such as eCommerce really benefit from translations because 73% of customers prefer to buy goods in their local language.
By Ben Whittacker-Cook
Ben works in the Marketing department at Straker Translations and will be eating less pizza in 2018.