Has it ever happened to you that, while searching in Google, you have encountered a website and, when you saw it was in another language, you have left that web immediately? Probably, more than once. And you never came back there.
Well, it is very likely that if you are not translating your contents, your potential clients in other markets will never reach your website or, if they do, they will abandon it as soon as they arrive.
Today it is undeniable that online presence is key to disseminate our value proposition, no matter the country you are from. We, consumers resort to the Internet searching for information or when we need to make a purchase. And, based on the information we find on the net, we make purchasing decisions.
So if you don't have a translation strategy for your content, you are losing thousands of visits to your website. And if your customers in other markets don't find you or don't understand what you're selling, you're not just losing traffic, you're losing sales.
In fact, according to a Common Sense Advisory study, 75 percent of Internet users do not make important purchasing decisions if the product description is in a language they do not speak.
Want more traffic? It's time to start translating your content into different languages
As we've said, if your online content and your website is not optimized for different languages, you're probably missing out on a lot of the traffic you can catch simply because it bounces off due to a lack of translations available.
Getting visitors to your website or blog is already hard, and it is becoming increasingly harder. You won't be the only one to offer valuable content, detailed product descriptions, articles, videos, etc. There is a lot of competition and the language barrier is not going to help you improve web traffic, but translating your content will! :)
One of the most recognized global marketers, Neil Patel, tells in this article how he started implementing translation on his website and blog to create more opportunities for people who speak other languages to interact with his content.
Can you guess what happened?
He saw a 47% increase in overall traffic just by making this change. And the website click rate also improved.
What this marketer did years ago as an experiment, means that you can take advantage of the use of different languages to improve traffic to your website.
Take action to improve traffic to your website
Step 1: Find out where your traffic is coming from
The first step to start translating your content into different languages is to evaluate where your traffic comes from.
You may think your website doesn't get traffic from other countries, but to make sure go to Google Analytics and consult the "Acquisition" report, filtering by countries (instead of by channels, as usual) to find out where your traffic is coming from.
This information is quite important when it comes to identifying where to allocate your translation efforts.
So if, for example, you detect that your social networking activity can help you know the origin of your foreign web traffic, you can also use Bitly. Bitly is a URL shortener but also, if you create a free account, you can have information about the country from where people are interacting with your content as it offers you a report on the country origin of each click on the link. Great, isn't it?
Step 2: Prioritize the contents to be translated
If translating all your content seems like a lot of work, you can always take the approach of optimizing the content that works best.
For example, have you identified the few star blog posts that generate most of your web traffic? Or the particular pages on your website that trigger most of the conversions?
To figure that out, Google Analytics again can be of help, because under the "Behavior" report you can see the pages with the best performance and filter by country to find out which countries are generating traffic to which content .
Step 3: Translate your publications
Once you have an idea of where your traffic is coming from, it's time to translate it.
Using plugins can help you go fast, but it's not optimal. Most of the time, you get broken or too literal translations, turning the content into something difficult to read instead of a valuable piece to establish a communication. Capturing the nuances of the different languages is key to engage visitors.
In addition, it is possible that plugins change the appearance of the elements of your website or interfere with other components, destabilizing what already works.
Outsourcing the translation is a good option to obtain a high precision, it is fast and effective without giving you more errors to solve.
And besides, despite what you're thinking, it can be done at a good price.
Gear Translations' platform allows you to get your online quote in just a few minutes, select different types of translation for different levels of content complexity: You can translate your most technical content using the Premium or Expert service, and use Web type for the rest to save costs. You can also translate into several languages at the same time so you get all your content out simultaneously in different countries , select the delivery date, and optimize your budget thanks to the translated text reuse system.
Always remember to translate your best content with the best possible translation - start your project now!