For today’s global businesses, translation is no longer a nice-to-have afterthought, but a must-have requirement for success. Translated content can help businesses to increase brand value and expand their market share. A study by Common Sense Advisory looked at the relationship between translation budgets and financial performance of Fortune 500 companies. The results weren’t all that surprising. Companies that invest in translation were 1.5 times more likely to enjoy an increase in total revenue.
Translated content also builds trust. And trust in the brand matters. When you take away price, trust in the brand is the main reason consumers choose to buy from one brand over another. Consumers also prefer to buy from companies that have information in their own language. In fact, 72.1% of consumers spend most, or all, of their time on websites in their own language.
If you want to build trust with your consumers, you need to provide information in their own language. English-only websites are not sufficient.