Unsurprisingly, translating global websites into local languages boosts sales. Consumers are four times more likely to purchase from – and will spend twice as much time on – websites that are in their native language. Yet many global brands are still getting their footing when it comes to translation, according to L2’s Intelligence Report: Localization.
One major obstacle is accounting for vocabulary variations between countries that speak the same language, such as Spain and Argentina. Tory Burch and ASOS have both taken the time to do this, using different clothing terminology on their U.S. and U.K. sites. For example, Tory Burch sells “Sweaters” on its U.S. site and “Jumpers” in the U.K. Similarly, ASOS differentiates between “Sneakers” on its U.S. site and “Trainers” in the U.K.
Failing to pay such attention to dialect nuances can have a dire effect on search performance. By ensuring that website product pages reflect the local terminology that would be used in search, Tory Burch makes it easy for consumers in various markets to discover items. Google.co.uk search results for “Tory Burch Jumper” link to relevant products on the brand’s U.K. site, and search result titles reflect local vernacular (“Tory Burch Women’s Jumpers, Cardigans & Tunics”).
On the other hand, Kate Spade uses the same merchandizing terminology on its U.S. and U.K. product pages, ignoring regional differences. Therefore, top Google.co.uk search results for “Kate Spade Jumper” are dominated by the brand’s U.S. site, and do not feature products relevant to the U.K. search query. This makes it more difficult for consumers to find products, potentially cutting into the brand’s sales.