10 Tips for Taking

Your Website Around

the World

Ingeniux User Conference September 2016

A few questions

• Why translate?

1. Visitors stay twice as long on a website if it is in their language

2. 90% of all searches are performed in a user’s native language

3. 4 x more likely to purchase if content is in their own language

4. Only 3.5 countries of 18 with the highest e-commerce penetration use

English as their main language

5. Demonstrates that you care about/know your customer

• How type of translation works for your website?

– Machine Translation vs Translation vs Transcreation vs Copywriting

1. Source: Forrester Research 2. CTIA 3. IDC 4. Source: Global ecommerce penetration by country: 2013. Digital Strategy Consulting.

1. Identify your global footprint

• What is your current target audience?

• What is your target audience?

• Where do you want to be?

2. Create Tiers

• Do you want or need to translate the whole site or only parts of it:

– Define the necessary pages / levels

– Define content

– Select which countries / regions are to be targeted

– Define which languages are required

– Define which products / services will be offered in which region

• Do you want or need to localize the site all at once or can you roll

out sections / languages over time

3. Align Levels and Tiers

Phase Pages Additional

Content

Territory Language Products /

Services

Tier 1 Level 1 None Americas Latin American

Spanish,

French

Canadian

All

Tier 2 Level 1-2 Videos, PDFs Americas Latin American

Spanish,

French

Canadian

Simplified

Chinese, Hindi

All

4. Create a Content Matrix

Tier Pages Additional

Content

Territory Language Products /

Services

Tier 1 All Pages Video, PDFs Japan Japanese All

Tier 1 All Pages Video, PDFs China Traditional

Chinese /

Simplified

Chinese

All

Tier 2 Level 1-2 None France French No Xbox,

Windows

Phone,

Entertainment

Tier 2 Level 1-2 None Brazil Brazilian-

Portuguese

No Surface,

Xbox

Tier 3 Level 1 only None Egypt Modern

Standard

Arabic

All

Tier 3 Level 1 only None German German No Xbox,

Windows

Phone,

Entertainment

5. Perform Cultural Analysis

• Analyze elements for cultural appropriateness:

– Numbers and dates

– Colors

– Culturally local expressions

– Calls to action

– Brand specific expression

6. Plan for Multilingual SEO

• Multilingual SEO is not straight translation

• It usually needs to be researched in-country

– Direct translation may be accurate but not what people are searching for

7. Schedule a Kickoff Call

• Very important part of the process

– Introduces team members

– Is used to review and agree upon the statement of work (SOW)

– Aligns expectations

– Determine communication policies

– Review the workflow and plan

8. Send to Translation

• Pre Translation Priorities

– Glossary / Style guides

– Translation memory (TM)

• Translation

• Post Translation Priorities

– Language quality assurance (LQA)

• In-context review

9. Establish Update Strategy

• Deciding when and how you update your multi-lingual site is

important

– Having no update plan can create confusion, increase costs and

increase turnaround time.

• For example:

– Do you want your updates automatically pushed to translation?

• Multi-lingual site always synched with the main site

– Will you use an update schedule to bundle content?

• Produce faster turnaround time

• Reduce costs

10. Reporting and Metrics

• Business intelligence is the key to determining your ROI on

translation:

– How much you are spending

– What is the quality level for each project and in general

– What is the service level provided

COSTQUALITY SERVICE LEVELS

BUSINESS INTELLIGENCE

Quick Recap

1. Identify Your Global Footprint

2. Create Tiers

3. Align Levels and Tiers

4. Create a Content Matrix

5. Cultural Analysis

6. Plan for Multilingual SEO

7. Schedule Kickoff Call

8. Send to translation

9. Establish Update Strategy

10. Reporting and Metrics

Thank you!

Jean-François LarivièreDirector of Business DevelopmentVenga Global

jf.lariviere@vengaglobal.comhttps://ca.linkedin.com/in/jean-francois-lariviere-a86a434