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Accounting for Localization in your E-Commerce Store

Language Learning
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One of the biggest advantages E-Commerce stores possess is the ability to target global markets without the limitations of being confined only to a physical store. With more and more businesses setting up an online presence, competition for global customers is increasing. While localizing your E-Commerce store has the ability to differentiate your business from the competition, there are some important considerations to account for when moving forward with a localization strategy.

Pricing

One of the most important considerations when localizing an E-Commerce store is pricing. Choosing to offer your product’s pricing to customers in their local currency has the opportunity to increase sales. A study conducted by WordPlay found that the number one reason for shopping cart abandonment is price. Offering your product in a foreign currency only works to further increase a consumer’s choice to abandon items in their cart.

Additionally, localizing your store’s pricing to cater to foreign markets is recommended as well. RevenueWire suggests implementing dynamic pricing to achieve this practice. Dynamic pricing accounts for altering product cost depending on the market you’re targeting. For example, the price you sell an item at in the U.S might not be feasible in another market like China. While dynamic pricing is used largely with hotels and the entertainment industry, increasing price based on regions with higher demand is typical in this practice (RevenueWire).

Cultural Influences

The culture you’re targeting has the ability to play a large role in your E-Commerce store’s success. Brainsin.com advises you double check the marketing materials and site images you use to see how they translate to other, possibly more conservative, regions of the world. Targeting Arabic consumers, for example, with images of women in Western dress might be less appealing to a culture with varying dress standards. When you consider how that portion of the web is growing, localizing your store to cater to this segment of consumers could pay off. With effective localization you’re able to successfully bridge the gap between your brand and it’s multicultural customers.

Language

One of the more obvious aspects of localizing your E-Commerce store is accounting for multiple translations of your site. Translating your product descriptions and titles not only has the potential to please customers, but increase revenue. CSA reports that information offered in a consumer’s native language is a stronger influence for purchase than low pricing.

If the content offered on your site is exclusively in English, consider that only 13% of internet users speak English as their native language. Additionally, CSA reports that brands looking to appeal to 95% of the world’s wallet will need 20 languages to do so. While your E-Commerce store might not be in a position to support 20 site languages, identifying your target markets and those that pose the strongest potential for growth is a smart place to start.

Translate.com Now Integrates With Desk.com

Language Learning
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Translate.com now integrates with Salesforce’s Desk.com, the all-in-one customer support app for fast-growing businesses.

The announcement marks Translate.com’s fourth customer service software integration, joining Zendesk, Help Scout and Freshdesk, bringing the platform’s total integration count to 34. Now available on Desk.com’s App Hub, the Translate.com integration is free to download and install. Desk.com’s App Hub ecosystem offers Desk.com users more than 70 applications from partnering brands, integrating directly into a user’s pre-existing account.

Customer support team utilizing Desk.com now have access to the most reliable and affordable translation solution available. Integration offers user translations for over 94 languages.

For more information, read the full release here.

 

5 Steps for Personalizing Your Customer Support

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1. Communicate in Your Customer’s Language

Did you know that customers who receive post purchase support in their native language are 74% more likely to purchase from the same brand? Customizing your interactions to meet consumers in their preferred language creates opportunities to see recurring customers, and subsequently, increased revenue. For the easiest solution, try integrating Translate.com with your support software. Installation takes just minutes and provides your agents fluency in over 90 language pairings. See a full list of Translate.com integrations here.

2. Evaluate Agent Tone

When working to solve customer inquiries, using an authentic and familiar tone is often well received by customers. A Software Advice survey found that 65% of customers prefer an informal tone when communicating with customer support teams (Zendesk). When addressing customer inquiries, use an authentic tone by employing a friendly and informal demeanor. For interactions with foreign language customers, having your customer messaging translated by a professional translator can ensure tone and branding is upheld throughout your communications.

3. Personalize Email Communication

Use customer information such as name, birthday or location to customize email communications between support teams and customers. Personalized emails have a 29% higher open rate and 41% increased CTR reports a study conducted by ExperianTry something as simple as using your customer’s name in the subject line or greeting. Be sure to take the extra time to ensure your data is clean, accurate and usable. Additionally, using your first name in your email signature can help personalize the exchange.

4. Collect and Utilize Customer Data

Paying close attention to your customer’s purchase history allows your brand to personalize your customers’ post purchase journey. HBR reports that Sephora analyzes their customer’s purchase history to offer relevant, tailored educational content and product recommendations. Software solutions like Apptus, Personyze and Barilliance allow organizations to analyze their customer base and data to provide specific, personalized product recommendations. Others, like Quantcast, allow users to integrate their analytics to gain a deeper understanding of customers and audiences (WooCommerce).

5. Avoid Automation

For larger organizations juggling a high volume of support inquiries, using automated customer messaging can be a viable option. Whenever possible, avoid using automated messaging to interact with customers. Responding directly to customers with a personalized message can mean the difference between adequate and exceptional customer support (NFIB.com).

Happy Employees and Customers – Improving employee satisfaction and CSAT scores with Translate.com

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One of the most obvious indicators of the level of quality your support team provides to customers is your organization’s CSAT scores, or customer satisfaction evaluations. While these metrics are essential to monitor and optimize for, accounting for employee satisfaction can be just as important in growing this metric.

Find out how integrating the Translate.com app into your customer support software can increase employee productivity and satisfaction.

Alleviate Stress on Inhouse Agents

If you’re a startup or smaller company, your support team could be relying totally on Google Translate for communication with foreign language customers. Enable your team to focus on larger issues, by integrating the Translate.com app directly into your support software. Avoid confusion and concern of faulty machine translations, unaccompanied by a human eye.

For teams employing in house, multilingual support agents, integrating a translation solution like Translate.com has the ability to both increase employee bandwidth and communication speed.

Reduce Miscommunications

Keep customers and agents satisfied by reducing miscommunications. Equip your agents with access to over 94 language pairings, powered by Translate.com’s community of 21,000+ professional translators.

Provide your team with the resources they need to communicate effortlessly with the proper language and dialect. Avoid language barriers and increase resolution times.

Consolidating Technology

Allow your agents to bypass copy and pasting from Google Translate or other translation providers. Consolidate all customer communication into your support software portal when integrating with Translate.com.

Ensure communication with foreign language customers doesn’t fall through the cracks while helping your support team maintain organization and efficiency.

 

Is your customer support software compatible with Translate.com? Find out here.

Can a Localized E-Commerce Site Translate Into Sales?

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How many languages is your e-commerce site available in? If the answer is just one, you might want to reconsider. Whether you’re looking to expand globally, increase sales in specific markets, or work with domestic customers exclusively, the benefits of localizing your site’s content are tremendous. Find out how offering your site’s content in multiple languages can increase sales and revenue long term.

Languages of the Web

For many organizations, the belief that English content is sufficient to serve all customers is widely accepted. While English is spoken and comprehended by many, the vast majority of internet users do not speak it as a first language. Since only 13% of people in the world natively speak English, brands who restrict their product to a single market do so at their own peril. In fact, research firm Common Sense Advisory reports that while 52% of content on the web is presented in English, only 18% of internet users identify with it as their first language.

For the savvy marketer or product manager, capitalizing on the remaining 87% of the global population requires localized content and website materials (Statista). Brands who serve only domestic customers can still take advantage of the competitive edge localized content provides. Currently, the number of Americans speaking a different language at home is impressive with 37,458,470 speaking Spanish, 2,896,766 speaking Chinese, and 2,047,467 speaking French. Catering website materials to domestic customers speaking a language other than English can provide increased revenue from those households.

Localizing Your Store’s Content

For global brands looking to reach international audiences by catering to global or even multilingual-domestic customers, localizing your store’s content is the first place to start.

Choosing to translate website content and product descriptions help brands increase international revenue. Common Sense Advisory’s Senior Analyst, Ben Sargent, says the economic potential for brands using online communication now amounts to $45 trillion. “If companies want to achieve higher levels of international revenue, their web presences must be multilingual,” says Sargent. Brands who restrict themselves to English exclusively will only have access to a third of that total (CSA).

Additionally, a study interviewing 2,430 participants in eight countries, showed that more than 50% of online shoppers from Germany, Japan, Russia, France, Spain, Brazil, China and Turkey only bought from websites in their native language (One Hour Translation). The study further reinforced the belief that customers prefer to make purchases from sites offering content in their own language.

Customers that have taken advantage of multilingual site options such as those offered by the electronic giant Best Buy, have witnessed the results first hand. The company reported customer’s average purchases on the Spanish version of the U.S website to be more than double those made on the English version of the site. Ultimately, the company’s investment to translate the site paid for itself in just months.

While an English only website might seem like the most convenient and sensible option for many brands, employing a multilingual site can provide lasting benefits and increase revenue. Brands interested in beginning the process of localizing their e-commerce site can begin by looking at which regions provide the strongest potential for growth.

Want to localize your E-Commerce site? Check out our full list of platform integrations here.