It's widely known that multiple countries can speak the same language. For example, English is the official language in approximately 86 nations globally. However, a language's vocabulary, spelling, and meaning can differ significantly based on its history, culture, and traditions.
One popular example is the difference between British English and American English. Even though both countries use the same language, there are small differences in their use of words. For instance, Americans say "apartment," while Englishmen say "flat." These differences may seem trivial, but they can impact how your content is perceived and received by your target audience in a specific market. That is why those who sell for both these markets usually consider a dialect translator to adjust content for each country.
Merchants can now incorporate language variations into their content with the latest LangShop update. This is achieved through integration with Shopify Markets. The new feature empowers merchants to customize translations to mirror vocabulary, spelling, and cultural distinctions that are unique to a specific market. This level of personalization is essential for merchants who wish to build a deep connection with their customers and provide a tailored shopping experience.
In this post, we'll discuss how LangShop's integration with Shopify Markets works and how it can help merchants expand their reach and sell more effectively in global markets.
Some words about Shopify Markets
Shopify Markets is a robust tool for Shopify that simplifies the process of selling products and services globally. It offers various features such as:
- support for multiple currencies;
- integration with Shopify translation apps for selling in multiple languages;
- international domains and SEO;
- payment methods based on each market preference;
- automatic calculation of duty and import taxes.
These features make it easier for merchants to target specific markets, overcome language and cultural barriers, and provide a personalized shopping experience to their customers.
LangShop Integration with Shopify Markets
As one of the best Shopify translation apps, LangShop integrates with Shopify Markets, helping thousands of online stores sell their products and services in multiple languages, thus breaking down language barriers and expanding their customer base globally. But, we believe that there is always room for improvement, and we are excited to announce that we have extended our integration with Shopify Markets, making LangShop even more powerful.
With the latest release, merchants can now customize translated content for each market. This new feature enables businesses to tailor their translations to reach each dialect group. It helps to establish a more personal connection with their customers, providing an engaging shopping experience, and ultimately boosting conversions and sales.
So, how it works?
LangShop provides the ability to create translation variations for each market, allowing you to reflect the dialect peculiarities of specific countries. To customize content for a particular market, you can manually add the new translation in the corresponding field.
Please note that while you can customize content for various store elements, there are certain elements that currently do not support customization. These include product tags, product images, dynamic texts, collection images, article tags, article images, theme static text, and localizations.
As the customization process is manual, it cannot be done in bulk. Each translation customization needs to be done individually to ensure accuracy and precision.
Let's explore how to customize content for a specific market using the example of the product 'Adidas Classic Backpack: Legend Ink Multicolour’. In British English, the word 'colour' is spelled with a 'u,' while Americans prefer the spelling 'color' without the 'u.' To accommodate this difference, we will modify the spelling for the US market and retain the British English version for all other markets. Here's how you can do it.
From LangShop admin, we navigate to the 'Translations' section, select 'Products' and open the 'Adidas Classic Backpack: Legend Ink Multicolour' product. Here, we can specify the language translations we want to customize. In this case, we'll choose the English language from the dropdown menu.
Then, it's time to specify the target market. By default, there’s an option 'All supported markets,' which represents the universal version of translations that is displayed to visitors when a specific market doesn't have customized content for the selected language. In our case, as we customize content only for the US market, Australian and the UK markets will see the British English version.
To customize the content for the US market, we select it from the market dropdown. Remember, if the chosen market doesn't support the selected language, it will automatically switch to the "All supported markets" option.
If the market you want to customize doesn't have the desired language available, you'll need to add it in your Shopify admin > Markets.
In our case, the US market supports English, so we simply select 'English' from the language dropdown for the US market. Once it's done, the layout is changed into two-column one: on the left we see the original content, and on the right same fields but without content. Here we can add our adjusted content.
As we need to change only one letter, we copy the text, paste it in the corresponding field and correct the spelling. That’s all! We save custom translations for a market, and it’ll be displayed for the US audience. This way we can create as many language variations as we need.
The benefits of creating variations of the same language
There are multiple benefits you can achieve when creating custom translations for the same language for different market.
1. Deeper localization and conversion optimization
Pairing your translated content with Shopify Markets allows you to localize the buying experience for each market. This includes making the shopping journey seamless and comfortable for customers. By providing a localized experience, you can significantly improve conversion rates and drive more sales.
2. Increased Gross Merchandise Sales (GMV)
By providing relevant local content and translations tailored to each market, businesses can potentially boost their GMV by 13%, as reported by Shopify. When customers can engage with content that resonates culturally and linguistically, they are more likely to make a purchase, leading to increased sales and revenue.
3. Improved Customer Engagement
Creating variations of the same language enables you to create a store that speaks directly to each customer. By delivering content that reflects their local language, culture, and preferences, you can foster a deeper connection and engagement with your target audience. This personalized approach enhances the overall customer experience and increases the likelihood of conversion.
4. Enhanced SEO and Discoverability
Translating your content and making it relevant to every market improves your search engine optimization (SEO). By utilizing localized keywords, phrases, and language variations, you increase your chances of ranking higher in search results and attracting organic traffic. This, in turn, enhances your store's discoverability among potential customers in various markets.
To Wind Up
By acknowledging language variations and cultural nuances, businesses can unlock new growth opportunities and thrive in an increasingly global marketplace. So, Install LangShop to take advantage of the power of customized content and unlock the full potential of your business in diverse markets.
