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 →

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 →

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 →

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 →

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 →