幫助您正確進行網站在地化的十大最佳實踐 ConveyThis

過去，當品牌很難接觸到很多人時，現在接觸幾個觀眾是相當容易的。像"世界是你的"，"所有的機會都是開放的"，"你可以做任何事情或去任何地方"等說法現在比以往任何時候都如此真實。

一件事是進入世界各地的不同市場，另一件事是與特定市場建立聯繫，尤其是當市場使用外語時。

研究通常顯示，大約40％的在線購物者不會光顧網站上不使用其語言的產品。想像一下，如果您在不使用適當語言的情況下在此類市場上銷售產品，將會錯過什麼。

當您聽到“本地化”這個詞時，您可能已經開始考慮翻譯。然而，本地化不僅僅是翻譯。具體來說，它意味著通過考慮網站的每個用戶的背景和位置，為他們創建和構建專門的用戶體驗。

這就是為什麼在本文中，我們將討論十 (10) 種最佳實踐，以幫助您實現正確的網站本地化。

1. Make extensive research about your targeted market: it is always said that “Customers are always right even when they are wrong”. This is because they know what they want and they are right about the choices they make having a look at it from their own perspective.

您應該特別意識到這種假設的傾向。如果品牌僅僅根據假設做出決策，很容易會遭遇慘敗。更糟糕的是，當您冒險進入新的市場、新的地點和文化時，生活方式和興趣有明顯差異。

因此，請投入大量研究，並收集有關目標市場的足夠信息。確保計劃為他們提供的是需求而不是他們想要的。了解了他們的需求後，接下來應該研究的是您在該市場目的地中的潛在競爭對手。這樣一來，您將能夠了解在該領域有效的策略是什麼，哪種策略最適合使用，以便您可以佔領市場。

2.多種語言的SEO：請注意您的產品用戶是誰。了解它們將使本地化更加容易。僅當您能夠通過分析他們的身份，他們選擇的產品，他們如何接收消息以及他們傾向於使用哪種營銷策略來感知他們的意圖時，您才能吸引他們的心。

這就是 SEO 發揮作用的地方。這是通過網絡搜索結果自然地在您的網站上產生流量。為了讓您的網站獲得這樣的流量，翻譯後的網站必須符合目標位置的購物者可能搜索的內容，這一點很重要。這是您必須更加小心的地方，因為無論您是否談論相同的產品，目的地 A 的某些關鍵字可能不是目的地 B 的正確關鍵字。

通過本地化的搜索引擎優化，您的網站將在新市場中脫穎而出。但是，如果做得不正確，您將在顯示的結果列表中找不到您，因為它們使用了正確的本地關鍵字，請不要感到驚訝。

3. Adjust appropriately with cultural Differences: if you want to be successful in the new market location, you must be culturally informed and culturally sensitive. Without these, you won’t even be able to have the right website localization. When you are aware of the cultural differences, you won’t have things that will be termed offensive or embarrassing by your users on your website.

這可能以某種方式很有趣，因為在該位置合適的東西在該位置可能不合適。為避免尷尬，最好一遍又一遍地檢查所有可在您的網站上找到的文化參考文獻，並確保它們適合您所針對的市場。

It may be wise to invite professional human translators from that region of the targeted market to go through what has been translated. Such translators have the ability to swiftly detect and determine contents that are suitable or not suitable for the local market.

4. Allow users the option of switching between languages: majority of people, although well versed in English language, still prefer to be offered greetings in their local language. When users have the option of switching from one language to the other, they tend to enjoy their browsing experience on your website.

雖然翻譯並不是本地化的全部，但它在嘗試實現網站本地化的最佳形式時發揮著重要作用。

5. Build multilingual brand assets: your websites shouldn’t be your only asset. Your website should be interactive and engaging so that visitors can have an enjoyable and engaging time. There should be several things visitors can interact with on your website. It will be fascinating to have tones, voices and style guides created for each of the various locations you have in mind.  Make sure that all downloadable contents such as reports, eBooks, project papers etc. are well translated.

這並不意味著您在進入新的市場位置時必須從頭開始創建自己的品牌。與其這樣做，最好是根據目標位置一點一點地創建內容，因為這樣我們可以讓您的品牌在全球範圍內保持一致性。

6. Make use of a website translation tool: instead of complicating your website localization process, you need to only handle the basics in the best possible way as well as in the preferred language and the format of the location of interest.

From there, you can standardize things with website translation tool that are especially designed for the sole purpose of website translation. When you use these tools, it will help you simplify your website translation process and help you automates the process.

7. Localize your website media: other than translations of the words on your website, there are things that needs attention. The images, videos, infographics, and graphics on your web page should be localized. It will reflect better on your brand if these media components of your website are available in a form that the visitors can relate to. Ensure that the website media is aligned and tailored with the needs and language of the new markets. This will draw new buyers to your brand.

8. Keep your website design in mind when localizing: it will be fine and nice if your translated contents are pure and is a word for word rendering of the source material. However, that is not always the best approach. The reason is that the sentences and paragraphs in the corresponding language will never be of the same length and this will eventually affect how texts and other website contents will appear in each of the languages.

構建自適應網頁，以適應在翻譯成其他語言過程中可能發生的任何變化。重要的是，請注意那些被稱為號召性用語的按鈕，因為它們往往會被截斷。

9. Consider the variations in local language: when translating, you should not only focus on translating the words correctly but must also be very conversant with local practices like date and time formats.

For example, the Americans and British both speak English language.  Yet, the way each writes out dates differs. The British form has the day first and followed by the month. This is not the case with the American style that has month as the first, before the day.

像這樣的小事情可以產生巨大的影響，因為它會讓訪問者在瀏覽您的網站時感到放鬆。

10. Continually engage in testing: it takes time to get localization right. Especially if you are working on new markets in areas you are not quite familiar with beforehand. What you have to continue doing is testing. Test, test and test over again. Testing will help you to realize areas that needed adjustments and then you can adjust them accordingly. When you do this, visitors will witness enjoyable experience on your website.

保持警惕並密切關注您的哪些產品對新市場位置的受眾更具吸引力，對新詞進行測試並一致地評估您的結果。

您可以成功進入新市場。與以前不同，您不再需要為陸地邊界問題煩惱，因為隨著互聯網的出現，您可以將來自不同地點、不同背景的不同人變成潛在客戶。

Remember the key is right localization process. It is not all about translating your web contents but it has to do with creating unique enjoyable experience for visitors of your website.

Begin to put in place the website localization practices that have been mentioned in this article to help you get to know your new audiences and what they will likely expect from your brand. When you apply all that has been treated in this article, you will be able to create and nice and wonderful browsing and shopping experience for anyone regardless of their location in the world.

透過 ConveyThis，您將能夠了解如何加快網站在地化專案的速度。