Ecommerce sites sometimes translate prices into a local currency, but nothing else — product names, action buttons, and descriptions remain in English. This is frustrating for local consumers, especially if they read and speak only their native language.
Retailers do this to have a presence in another market without spending much money. If a small percentage of consumers end up buying, the retailers consider it a win, even though building a fully translated site could increase conversion rates significantly. Some examples:
Almost No Translation
Some retailers launch in a market without catering to localized consumer needs. The retailers presumably believe that the brand and the products will drive traffic; but that is not always the case. Even if they generate decent revenue, they could produce a lot more with a fully translated site.
Sites with incomplete and inconsistent translations are common. An example is the White House Spanish site, which only includes a translated press release instead of a full translation of all elements on the site. This has an adverse impact on Spanish-only speakers.
Localized Product Offerings
Amazon does an outstanding job with its Japanese site, which has complete translation and localization. Products cater to the Japanese market. Even the site search uses Japanese.
This is why localizing and translating for your markets is important but not only that, it is necessary to do so in the most professional way. Contact us in order to learn about your localizing and translation options.