77% of Latin Americans have refrained from buying from international companies due to avoidable errors detected on websites.
In an increasingly globalised world, where language barriers seem to be fading as a result of technology, translation errors remain a constant concern for companies looking to expand their online operations. A recent study, according to FORBES, revealed that these errors can have a devastating impact on sales, with potential losses of up to $46 billion for companies operating in the e-commerce arena.
The Mistranslations in Latin America report, conducted by Sherlock Communications, examined thousands of e-commerce websites and analysed how translation errors affect consumer perception and, ultimately, purchasing decisions. Sherlock Communications’ research team surveyed more than 3,000 participants in Argentina, Brazil, Chile, Colombia, Mexico and Peru, providing crucial insights into consumer preferences and the impact of communication on online purchasing decisions.
The results were alarming: up to 70% of the websites analysed were found to have some kind of translation error, ranging from simple grammatical mistakes to completely incorrect translations that distorted the original meaning of the text.
“Translation errors can have a significant impact on consumer confidence,” explained Patrick O’Neill, Managing Partner at Sherlock Communications. “When users find errors in a website’s content, they may perceive it as unprofessional or even suspicious. This can lead them to abandon the site and look for alternatives, resulting in a direct loss of sales for the company.”
Translation errors not only affect consumer perception, but can also lead to serious misunderstandings that affect the shopping experience. In some cases, incorrect translations of operating instructions or product specifications can lead to confusion resulting in costly returns or warranty claims or even serious accidents to people through misuse of the device we have purchased by misinterpreting its operating instructions.
“Translation errors can undermine a brand’s credibility and negatively affect its reputation,” say digital marketing experts. “In a highly competitive environment such as e-commerce, where customer trust is crucial, the slightest translation error can have significant consequences.
The problem of translation errors is not unique to small businesses. Even e-commerce giants have been victims of poor translations that have affected their performance in international markets. Amazon, for example, had to deal with numerous criticisms of incorrect translations on its Spanish website that caused confusion among users and negatively affected the shopping experience.
As e-commerce continues to expand globally, the importance of accurate and culturally relevant translation becomes increasingly apparent. Companies wishing to succeed in international markets must pay attention not only to the quality of their products and services, but also to the quality of their communication with customers in different languages.
Against this backdrop, companies are taking steps to address the problem of translation errors. Many are investing in professional translation and localisation services to ensure that their content is error-free and culturally relevant to their international audiences.
Information based on the February 2024 issue of FORBES Central America magazine.
