It’s a statistic we often repeat on this blog, but the fact is that online customers are four times more likely to buy from a website in their own language, so companies who have multilingual websites soon reap the rewards of the time and resource investment they make in website localisation.

Here’s how localisation of even just a few pages can power your export sales to new heights.

While the internet is a boon to international trade, many companies in English-speaking countries are failing to be forward-thinking by communicating internationally.

Localising websites entails adapting products and materials for a particular market and includes - but is not limited to - translating text into the markets’ relevant languages.

A fully localised website shows shows appreciation and respect towards a foreign culture and conveys that you are interested in your potential customers and their respective cultures. It likewise takes into account conventions and preferences specific to each country such as currencies, measurements and cultural differences.

The benefits of localisation are enormous and include penetrating overseas markets you most want to succeed in, increasing market share - and muscling out the competition. It also ensures you can be found in the most popular search engines in each specified market, country or language.

With English accounting for less than 30% of website content, closely followed by Chinese with 22.6% with ‘other languages’ making up 17.8% - the opportunities for growing your business via localisation are unprecedented.

Reaching out to customers in multiple languages brings both short and long term ‘wins’.  In addition to the immediate boost to sales, a multilingual website is excellent for testing new markets and opening new doors to international trade.

Summary of key tactics to achieve success

Localise your website - just a few pages will demonstrate serious intentions and improve your search engine ranking in the country you are targeting.

Always use a professional translation service - avoid being tempted to use a free machine translation which is not geared for translating marketing copy which has been carefully crafted to stimulate interest and sell to readers.

Focus on core products and services - launching a selection of your bestselling products or services increases your chances of success in a new market.

Conduct multilingual keyword research - pinning down what customers are actually searching for and adapting your website and online advertising accordingly is critical to ensure your site is the one they browse and then buy from.

Measure results - As you would with your UK site. Visitor statistics are invaluable in evaluating your return on investment and deciding where to concentrate further resources.

Are you planning to take advantage of international opportunities by localising your website? Then let’s talk - email sales[at]web-translations[dot]co[dot]uk or call +44 (0) 113 8150460.

Within Europe, 70% of online sales are generated by “the big online three”; €48 billion from the UK; Germany €39.2 billion and France €25 billion.

The French online market has grown rapidly in the last couple of years. In 2010, eCommerce alone accounted for €31 billion of the €36.2 billion France sold abroad. In the first half of 2011, turnover for all French ecommerce websites combined reached €17.5 billion (£14.9 billion, $23.6 billion; that’s a 20% year-on-year increase, according to a study by the Invest in France agency.

France now has 90,000 retail websites, including 20,000 created during 2010. In the first quarter of 2011, the iCE 40 index (which is made up of the top 40 ecommerce sites in France) showed a year-on-year growth of 11 % and according to FEVAD, France’s ecommerce and remote sales federation, in 2012 ecommerce is set to accumulate sales of €45 billion (£$61 billion, £38.4 billion), putting it on a par with telecommunications and aerospace sales. Ecommerce currently employs nearly 60,000 people in France.

According to the research conducted by Invest in France, the most popular ecommerce sites in France during the first quarter of 2011 were: eBay (9.1 million visitors per month), Amazon (9.1 million visitors), PriceMinister (7.8 million visitors) and la Fnac (6.9 million visitors).

Many French online shops intend to expand internationally in 2012, so this is a booming market, as is mobile commerce. SEO, Email Marketing and Logistics are all important considerations for French eCommerce companies. The recent availability of .fr domains across the EU also opens up opportunities in the French market.

If you’re interested in launching your company website in France, get in touch: sales[at]web-translations[dot]co[dot]uk/ +44 (0) 113 8150460.

In today’s competitive business environment, it pays to be the first company to market with a new product or service. Here are our tips on how to beat your competitors and take full advantage of global opportunities in your sector.

1. Be the early bird - get there first!
Localise your homepage for multiple markets - then you have the pick of where to focus your attention & resource rather than being forced out of the markets your competitors already operate in.

2. Forge your own path
China, Russia, and other fast-growing economies will compete with you in markets you hadn’t even begun to consider. Don’t follow the herd, but blaze your own trail. This takes confidence and a strong business plan but it is the only way to keep competitive advantage.

(more…)

Selling online has enormous advantages over a traditional business model.The main one is the ability to be instantly global, in the sense that your website can be accessed by anyone, anywhere, anytime. However, very few e-businesses take a global approach from the outset or even seriously consider harnessing this potential once they have reached scale in their home market. (more…)

As of the 6th December, AFNIC - (manager of the registry of .fr domain names) will lift restrictions on the availability of the .fr domain (among others) to European businesses.

If you don’t already have a French website for putting this domain to use, there has never been a better time…

(more…)

Diageo announced a 5% growth in annual profits today, an increase that Chief Executive Paul Walsh largely attributes to its activities in emerging markets.

While sales fell in Greece, Spanish and Ireland (all economies that have struggled in the last few years), Diageo’s acquisition of the leading Turkish spirits company Mey Icki, and its performance in North America and Asia-Pacific have offset the downturn in European trade.

This makes them the latest in a line of successful global companies who are spreading the risk of underperformance in developed markets such as Western Europe by expanding into countries further afield, or the path less trodden by competitors. (more…)

As its imports from and exports to other nations continue to increase at a dramatic rate, and the Chinese government’s continued efforts to encourage citizens to buy home-grown products are proving successful, can The People’s Republic of China really still be considered as an emerging market?

China’s economy has been growing by an average 10% every year for the last 3 decades, the fastest growing major economy in the world. It is the second largest economy after the USA, and could overtake the United States as early as 2020, according to experts at Standard Chartered Bank.

China is also the largest exporter and second largest importer of goods in the world, and became the world’s top manufacturer in 2011, surpassing the United States.

(more…)

“Thanks for all your help. We are really pleased with all the work you have done – the site looks great and your service was VERY efficient and stress-free. Would recommend you to anyone and if we need another translation will definitely be coming back to your company.”

Amy Karim, Business Manager - Crystal Bridal Accessories

Daniel Rajkumar of Web-Translations and Altug Inci of The Related Group discuss their partnership, the latest innovations in technology, and the international trade opportunities available in Turkey.

The Related Group is a digital marketing company based in Turkey aimed at businesses who need to apply technology in the most up-to-date and innovative ways.

The company is composed of several brands:

euro.message, the flagship brand, primarily offers a comprehensive email and mobile marketing system; Made by Cats, a digital agency specialising in website projects for blue-chip and corporate clients; Brandmail provides database marketing services; The Related also represents Omniture analytics and optimisation services in Turkey.

Web-Translations has partnered with The Related Group to offer an extended portfolio of services to all our clients.

For more information on multilingual email marketing campaigns and managing international digital marketing, please email sales[at]web-translations.co.uk or call +44 (0) 113 8150460.

International trade has many benefits, some of which are more obvious than others. Detailed below are key benefits highlighted by clients who have made international trade a major part of their on-going business strategy.

Read on as Charles Purdy,  Director of Smart Currency Exchange Ltd gives his insight on the main advantages of international trade.

(more…)