This guide provides a framework for e-commerce managers who are looking to adapt their website for a new market. It considers language, cultural nuances, performance metrics and the creation of a consistent brand narrative and site experience.
It delves into localisation planning and the selection of methodologies between translation, localisation, transcreation and origination, and explores the uses and limitations of machine translation and human post-editing.
We discuss how to layer digital marketing considerations on to brand copy, for example weaving localised keyword research and optimisation tactics into meta content and landing pages, ensuring that websites are built to perform for new markets on day one.
Finally, we explore some technology systems which improve quality and commercial efficiencies within the localisation process and define how certain workflows can streamline the relationship between internal and external partners with some practical case studies.