To best optimise your product descriptions for your
multilingual site, you need to go above and beyond translation. Localisation is
something that we stress regularly to our clients, as a one-size-fits-all
approach is rarely the best way to get your content to resonate with global
audiences.
What is localisation?
The idea of localisation is that your assets must go beyond
literal translations by adapting the content to the target audience based on
linguistic and cultural preferences. This includes adapting your language,
imagery and even your tone of voice. For product descriptions specifically, the
language and tone used must be compelling if you want to engage and convert
customers.
Strategies for optimising product descriptions
Cultural sensitivity
Cultural context is fundamental in shaping consumer
perceptions and their preferences. ExtraDigital always recommend conducting
thorough market research into the cultural norms and values of the target
market, and tailor your content accordingly. Colours, symbols and sizes may
have different connotations in different cultures, so this will need to be
taken into consideration when describing the qualities and features of your
product.
SEO benefits
From a Search Engine Optimisation (SEO) point of view, the
presence of relevant keywords in your product descriptions is crucial for discoverability.
However, directly translating keywords is not always the right approach,
therefore ExtraDigital take care to conduct keyword research for each target
market individually. We make informed decisions to improve visibility and drive
organic traffic based on linguistic variations and search trends.
Be clear and concise
Clarity is key. Don’t let your message get lost in overly
complicated language or idiomatic expressions that are bound to be lost in
translation.
For example: UK companies should remember that it does not
“rain cats and dogs” everywhere!
Carefully choose straightforward language that clearly
communicates product features and benefits, while keeping your sentences short
and concise.
Localised assets
Beyond the text, visual elements also resonate differently
across cultures. As they are often crucial for conveying product information,
incorporating localised images and videos such as product demonstrations, will
support your tailored product descriptions.
User-Generated Content
User-Generated Content can be one of your biggest assets.
Incorporate keywords and phrases from reviews and testimonials to boost the
credibility and authenticity of your product descriptions. For the best
results, encourage customers from different regions to share their views in
their native languages to provide valuable insights to potential customers.
The role of technology
Multilingual content creation has become easier through the
recent advances in technology. Consider using automated translation tools and
plug-ins, Content Management Systems (CMS), and localisation platforms to best
support the scaling of your multilingual eCommerce site.
To ensure accuracy and brand consistency, remember that this
should also be checked by people, not robots!
How can ExtraDigital help?
We know the importance of tailoring your marketing strategy
when running a multinational organisation. Our expertise in marketing, web
design, and web development are partnered with linguistic expertise that offer
clients the perfect skillset to optimise your product descriptions and so much
more.
Contact us today to learn how we can optimise your
multilingual content to boost global sales.
