Translation continued...
The second and best option for accuracy is to use a human translation service. This option however is not cost-effective and can be very time consuming. If you are unsure about translation and find it expensive to hire a translator, focusing your efforts and attention on other cultural aspects of your site and working on the accuracy of your English are you best options.
Small business owners who decide to invest the financial resources into hiring a human translation service should consider some of the following guidelines.
First, the number of languages considered for translation should be limited. The importance of researching target markets for global e-commerce expansion has been emphasized throughout this guide and this same focus must be stressed when considering the issue of translation. Begin by choosing the most applicable language for your global e-commerce expansion based on your research of target markets.
Second, consider how translation efforts will impact other elements of a Web site’s design. For example, when text is translated from one language to another, the size of the text often expands which alters the amount of text that can fit onto one webpage – a result known as translation spread. If, for example, a small business owner wishes to translate a site from English into Spanish or German, he or she should expect the translated text to expand by 30 percent.
Third, it is important to remember that relying on correct translation alone will not guarantee that consumers from a different culture interpret the context correctly.
Fourth, other elements of Web site design and content must be considered alongside a translation. A holistic approach to Web site customization is recommended even if a small business owner decides to launch a large-scale translation effort. The example below illustrates this point.
Fifth, small business owners should consider options for human translation other than expensive services. A viable alternative is to seek out international graduate students who speak the language of the targeted global e-commerce audience. This option would cost significantly less than hiring a professional bi-lingual translator while offering a cultural perspective from the target audience.