Editorial: Don't lose e-commerce success in translation

Share this content:

Last week, Sultan Munadi, an Afghan interpreter, was killed during a conflict in northern Afghanistan that resulted in the release of New York Times reporter Stephan Farrell from Taliban captivity. Munadi had tried to express his and Farrell's neutrality when they were initially detained by the Taliban months ago. Following this tragedy, I paused this week to think about the role of an interpreter in a much less extreme example — namely, how it relates to e-commerce.

For those of you who have worked with an interpreter, you've probably noted that skilled practitioners not only translate the words of the individuals for whom they speak, but also carry the burden of expressing idioms, nuance and emotion in a way that helps convey the meaning of the original speaker. Additionally, interpreters have the responsibility to clarify ambiguous phrases before offering translations that could be false or misleading. Often, it is difficult to provide the most accurate translation and maintain a natural conversational flow. The best interpreters I have worked with serve as a conduit through which a conversation between two people is held that otherwise could not take place.

Likewise, your Web site should be the place where a buyer from any location can have an informative and productive dialogue with your brand or your sales team. The struggle is correctly interpreting the things shoppers are telling you and gathering enough information without disrupting their natural shopping process.

In today's e-commerce environment, marketers have lost a lot of control over purchase conversations due to social media. When I shop online, I'm rarely influenced by banner ads or paid search — though I do make the odd impulse buy from a triggered e-mail blast I've opted into. Most often, I browse with a specific product or need in mind and comparison-shop across several e-commerce sites.

Comparison shopping puts product, price, site navigation, product display, buyer support, product tutorials and consumer reviews all under scrutiny. One way to approach this challenge is to amp up your game on every front. Do you have the content to support all potential buyer questions or concerns? Is this content available in an accessible, appealing way on every channel? The task is daunting to say the least — and the role of interpreting the behavior on your site becomes crucial to prioritizing what to promote and how to structure content and design.

Social shopping, which brings more voices to the din that buyers hear while making decisions, makes it even more important to focus your team on the best ways to interpret shoppers needs and desires in order to translate those behaviors into sales funnel actions on an inviting online shopping hub. l

Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here