How to Increase Conversion by Translating Your Shopify Store to Multiple Languages?

The biggest question every ecommerce business owner has in mind is, "How can I sell more?". One way to increase sales is going global. Launching into a new market may seem difficult or even scary, but if you have the right set of tools, this venture will be much easier. This step-by-step guide will tell you how the Searchanise and Langify integration helps you localize your site to the new market. And under 'localization' we mean not just adding new languages, but the process of adapting the whole site and its content to other countries' markets.

How website localization affects conversion?

Conversion rate, by definition, is the number of people visiting your site divided by the number of purchases. One way to increase the number of visitors is to make the site available in other languages.

Why non-English speakers rarely purchase from English websites?

Users prefer to search in their native language when shopping online. And only around 25% of Internet users are English-speaking. So if your website is in English, it will remain invisible for the remaining 75% of users, as it won't appear in their search results. Even if they find your website by some chance, it's been proven that 90% of non-English speakers won't consider buying on an English site. Accordingly, in an English store, the conversion rate of non-English speaking customers is extremely low.

How to make a website more visible, and what benefits it brings?

So, if you want to target more potential customers, consider translating your website into multiple languages. This will make your products discoverable for non-English speaking users. It might also be necessary to have a multilingual website due to legal restrictions. In Canada, for example, businesses have to provide their legal information in English and French.

Offering more than one language on a site also contributes to non-tangible things that influence conversion indirectly. Apart from attracting more visitors, a multilingual website:

How to approach translation of a website?

There are several steps you should take in order to localize your website successfully. Let's see what these steps are.

Step 1: Decide what languages to add

First of all, you need to gain a better understanding of your audience. The best tool for analyzing your target reach is Google Analytics: it can help figure out what languages your Shopify customers speak and where they are most likely located. Just open Google Analytics Dashboard > Audience > Geographical Data > Language, and you will see the information you need, as in the picture below.
analytics on user's languages
Google Analytics provides insight into visitors' native language
You can also consider translating your store into contrasting languages. What are contrasting languages and what benefits such translation brings, explains Wolf Conrad, Head of Customer Care at Langify:
We can reach very high conversion rates by bringing rather contrasting languages together. Contrasting languages are, for example, Chinese and French. So, for example, if you translate the English Shopify store to Chinese, your conversion will grow more than if you add French.

On the other hand, in case you only sell in Canada, the conversion rate will benefit most from English and French languages.

Basically, it mostly depends on your product, audience, and market to decide which additional target languages work best for you. With Langify, you can comfortably translate your Shopify store into up to 20 additional languages.

Step 2: Translate the website

When you've decided what languages you need, the next step is the translation itself. If you want to save time and money, consider using language apps from Shopify App Store, for example, Langify. With Langify, you can translate your Shopify content directly in the app. You can do so manually or with their automatic translation feature. It is also possible to export and import content, for example, in .csv format.

Step 3: Set up SEO, currency, and website localization

When the translation is finished, you'll also want your website to be found easily by your new international customers. Langify can help with that, too, as it offers several features to optimize Google search results, sell in different currencies and even show the language according to your customer's preferences.

Langify is connected to Shopify's new multi-languages API, which automatically assigns the SEO enhancing subfolders to your added languages:
  • example.com
  • example.com/de

The app creates hreflang and canonical tags to make sure that your translations will be indexed by Google, Facebook, Instagram, and other major platforms to improve your search ranking.

It is also possible to add custom domains via Langify cross-domain feature:
  • example.com
  • beispiel.de

You can add and customize the currency and languages switchers with the switcher configurator. Langify will detect your customer's language and automatically redirect them to their preferred language if it is available on your website.

Step 4: Add a multilingual search

We've come to the last, crucial step of your website localization. Let's imagine for a second: translation is finished, SEO optimization works effectively, and your website begins to attract more international traffic. But to be able to convert that traffic, you need to provide your visitors the ability to search and find products in their native languages. Without multilingual site search, it won't be possible to lead them down the sales funnel.

Since the default Shopify search is very basic and does not support multiple languages, you might want to consider an advanced third-party search solution that can serve the needs of your multilingual site. Smart Search & Instant Search by Searchanise will help you overcome the limitations of the default setup. The app is optimized for sales on international sites and helps create the user experience your visitors will love to repeat.

In addition to multilingual search functionality, you get other features essential for serving international customers, which are covered in the next section.

What are other benefits multilingual site search brings for an international website?

Smart search apps can provide a lot of value for multilingual websites. Let's see what else Searchanise has to offer to your benefit:

  • Localized onsite search experience, i.e., customers can search your website in their native tongue as long as your website is translated to this language. Searchanise supports more than 6000 languages.
  • Improved content discoverability powered by autocomplete and autocorrect features that offer your visitors accurate search suggestions from the very first keystroke
  • Product recommendations — a powerful marketing tool loved by Amazon and other ecommerce giants, which can significantly increase your sales.
  • Optimized search results boost conversion with the help of analytical reports on the use of search and synonyms. For example, analytics shows that users search for "trousers" and get zero results. You can ensure that search returns product results by adding "trousers" as a synonym to "pants".
  • Product promotion opportunities, for example, you can see top search terms across regions and use this data for promotions.

The convenience of Searchanise & Langify integration

Searchanise and Langify are integrated with each other to offer an easy way to translate search results. The search bar is automatically detected and translated without any extra steps required from your side. All you need to do is to install Searchanise and Langify and switch on the Langify integration in the Searchanise admin panel, as in the picture below. Your potential customers can now search your store in whatever languages you've chosen to translate your site into.

And pulling the wraps off, Langify is one of the most demanded integrations Searchanise supports. There are good reasons for this popularity: the Langify team frequently updates and improves their app. Most recently, they added features are a new currency feature and enhanced localization features.
switching on integration between search app and translation app
How to turn on Searchanise & Langify integration
If you're ready to start your globalization journey, Searchanise and Langify are here to help! Just install the two apps, switch on integration and follow our step by step guide for the most comfortable globalization journey. If you have any questions, Searchanise & Langify support teams are happy to help!

Anastasiya Kupriyanova - Content creator
Anastasiya Kupriyanova
Anastasiya is a content creator at Searchanise. Her professional areas of interest are SaaS solutions and ecommerce. Anastasiya believes that quality content must be valuable for readers and achieve business goals. When she is not busy writing, which does not happen often, she reads passionately, both fiction and non-fiction literature.

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