My recent OneDegree post on analyzing visitor differences by browser language triggered some questions about measuring the increased value from higher quality translation. Higher quality translation involves ensuring that the words are not translated verbatim but the essence of the message is translated. Sometimes, the creative (or copy) cannot be translated. This may occur when a play on words in English cannot be sensibly translated to the second language. In this situation, new creative must be developed for the second language market, consistent with marketing communication and conversion goals.
Is the effort worth it? My suggestion is to run either an A/B or multivariate test on the creative. Compare outcomes of the rote translation version to the redesigned creative.
What outcomes should be measured? It depends on the type and goals of the site. Here are some suggestions:
1) Lead generation site – Assess whether micro-conversion or conversion improves. Is the bounce rate on the landing page lower? Do more visitors move from acquisition to visits? Have visits from organic search increased because your content is more relevant? Are the increased visits from the visitors you want?
2) Content site, with sponsored ads that are served contextually – How have the served ads changed? Assess whether more ads are clicked through.
3) Online sales (ecommerce) site – Are pinch points or barriers to conversion alleviated? Do more visitors proceed from shopping to checkout?
4) Self-serve information site – Is there more usage of the site? Is more content accessed, in less time? Does it appear that links to the site increase because the site is “more useful”?
By no means is this a comprehensive list. Food for thought.
Comments and feedback are always welcome (Was this post useful to you?)