Lack of translation among top reasons of e-commerce checkout failures

The online payment portal Stripe, among Silicon’s Valley most valuable start-ups, released the study The State of European Checkouts in 2020, reviewing the most common issues in the checkout flow in over 450 e-commerce websites across Europe.

The study found out that 9 in 10 lost sales in Europe came from failures on the checkout page.

And that the most common error, adding up to a huge 74%, is that checkouts did not have local language translations. Continue reading →

Bridge the gap of social distancing with translation

In times of crisis like the one we’re living now on a global scale due to the COVID-19 emergency, translation can help you reach your audience by mitigating the gap created by social distancing.

Now more than ever, our communication should aim to be: Continue reading →

Vivere in un mondo tradotto

[articolo scritto per il blog di STL Formazione]

Quando sentiamo parlare di traduzione, il primo e a volte unico pensiero va ai libri che leggiamo, romanzi o saggi che siano.

In realtà viviamo in un mondo fatto di traduzioni, spesso senza saperlo. Forse perché non ci rendiamo conto che moltissimo di ciò che leggiamo, vediamo o ascoltiamo è tradotto: la pubblicità in metropolitana, il bugiardino del farmaco che ci tocca prendere, le istruzioni della macchinetta del caffè; ma anche la comunicazione del CEO americano, la presentazione aziendale, un contratto, e persino i micro testi che troviamo online (‘finalizza l’acquisto’, ‘controlla la disponibilità’). Forse non ce ne accorgiamo perché alcuni testi ci suonano come se fossero stati scritti direttamente nella nostra lingua. La traduzione scompare, il traduttore diventa invisibile e il testo è riconosciuto come un testo italiano. Continue reading →

Translating for B corporations and purpose-driven companies

In the words of the bcorporation.eu website:

“The B Corp community works toward reduced inequality, lower levels of poverty, a healthier environment, stronger communities, and the creation of more high quality jobs with dignity and purpose. By harnessing the power of business, B Corps use profits and growth as a means to a greater end: positive impact for their employees, communities, and the environment.”

To be certified as such, a company needs to assess its overall positive impact, demonstrating it is using business as a force for good. These purpose-driven companies are effectively changing the business prospective, focussing no longer on shareholders (or at least no longer only on them), but on stakeholders, both internal and external.

We must be the change we seek in the world.

But how can these companies communicate their efforts, their stand on business and on life, in a way that is both effective and that can distinguish them from the competition? Continue reading →

Ripensare il futuro con una comunicazione consapevole e olistica

Katharine Viner è la prima direttrice del Guardian, che in tre anni ha riportato il quotidiano britannico in attivo, sanando un debito di 57 milioni di sterline.

Oltre ad accorgimenti tecnici, come ripensare il formato del quotidiano cartaceo per renderne più conveniente la produzione, il Guardian ha visto crescere in modo esponenziale le donazioni e gli abbonamenti dei lettori online anche grazie a un impegno non scontato nei confronti della comunicazione e del linguaggio. Continue reading →

Editing of marketing translation: what, how, why

In technical and marketing translation, editing can include various stages of the editing process, often combining editing and proofreading – the reason why it is also called proofediting.

Editing of translated contents is a complex task and its aim is to check that meaning and tone of voice are the same in both languages, as well as to improve the quality of the final text. It is also the last chance to avoid mistakes that can cost dearly.

But what does it take to do a good editing job, how is it done and why is it always a good idea?

“Let the reader find that he cannot afford to omit any line of your writing because you have omitted every word that he can spare.”

― Ralph Waldo Emerson

Continue reading →

Why you should have a brand style guide

If you want the short version: because it allows you to communicate consistently with your audience, with messages relevant to your brand and your goals. Added benefit: it makes life easier for everyone who has to write, design and generally create brand content.

But, in the hope you want to stick around for the long(er) story, keep reading, and you’ll see why writing, localizing and applying a brand style guide is a very good idea.

Let’s start with the benefits of a brand style guide

Continue reading →

Style still matters in writing. And in translation.

Style never goes out of style. At least not in writing. And good writing can go a long way to build the image of a brand. Read on to see why.

I am re-reading The Sense of Style by Steven Pinker (do read it!) and I find that many concepts and suggestions apply directly to translation as well.

Take the initial explanation of why style matters in writing (too): Continue reading →

Translation for the hotel industry: a specialized skill

As a senior translator and hotelier I get to revise and edit many contents relating to the hospitality industry.

Unfortunately, not many are up to standards.

This is because hotel translation is a speciality which requires a wide set of skills and it is often best done by those who have hands-on experience in the field. Continue reading →

The benefits of translation for tourism boards

How translation and transcreation can help reap even more rewards from a smart inbound tourism strategy.

Over the years I have helped several tourism boards – from Europe, America and Asia – localize and adapt their contents for the Italian market.

As destination communication has evolved with countries becoming true brands in all respects, translation and transcreation* have become key in recreating the national identity for the target audience of other countries, thus attracting more visitors and reputation. Continue reading →

Catch your customers’ eye with good business writing

No more outdated, boring business writing stereotypes: say yes to smart, coherent, engaging copy to attract prospects and boost engagement rates and sales volumes.

Today, the average attention span, when we look at the web, is down to a bunch of seconds.

So, can good writing attract more customers or capture the visitor’s attention for a bit longer?

The answer is yes. Continue reading →

The language of luxury and the luxury of language

The following is an extract in English of a contribution to Traduire, the magazine published twice a year by SFT, the French association of translators. The December 2016 issue was dedicated to luxury, fashion and translation.

REVUE TRADUIRE
No. 235 – Luxe, mode… et traduction!
Published by SFT – Société française des traducteurs, December 2016

In this article I would like to share a few thoughts about the language of luxury, with some regard to the Italian language and from the point of view of a language professional like myself. Continue reading →

Why translating press releases is a smart move

Local market versions boost propagation, engagement and credibility.

Press releases are still used and useful to control the dissemination of company news and announcements as well as to build relationships with media professionals and the general public. They are a chance to connect with your audience when and how you want to, on a regular basis. Not to mention a legal requirement for public companies. In sum, they are still a cost-effective tool to earn media coverage worldwide, both online and offline. Continue reading →

Translation as a key asset for success in a multinational marketing strategy

Making the case for company and brand content adaptation when reaching international audiences.

According to the American Marketing Association, localizing content is key to a company internationalization strategy. Why? For very concrete reasons: it can make or break a company’s success abroad, distinguishing brands that communicate effectively with international markets from other brands that remain foreign and inaccessible; and it increases sales in the target markets, with clear ROI from translation and localization efforts, directly impacting their bottom line. Continue reading →

Creative Commons Zero @ unsplash.com

3 ways to improve the quality of your website

The following tips are equally valid for the website of a freelancer, the website of a SME or that of a big international company.

Because quality is universal. And it matters in any circumstance, if you want to attract customers and win their trust. Instead of stepping into a physical store or into a meeting room, they step into your virtual “house”, but the rules don’t change that much: what matters most is first catching their eye with an interesting proposition, have them coming back again and again thanks to interesting, well curated contents and graphics, and gaining their trust by doing what you’re promising. Continue reading →

Guest post – 5 skills of a good content writer

Guest post > Noelia Garasievich

“Look at this digital world so many of us spend our lives in – It’s made of words. The technology to produce digital content exists because we create words worth sharing.”  Sonia Simone, Chief Content Officer, Rainmaker Digital

According to my colleague Noelia Garasievich, an English/Swedish to Spanish translator and content writer specialized in digital marketing and transcreation, these are the 5 skills a good content should have: Continue reading →