the translation
dedicated to user experience (UX)
Are you familiar with UX?
- Expand your audience and reach new markets.
- Improve customer satisfaction and build user loyalty.
- Strengthen your brand image and your credibility on the international stage.
- And boost your sales !
- What is UX and why is it important?
- The role of translation in UX.
- The impact of translation on UX: real-world examples.
- Best practices for UX-friendly translation.
What is UX and why is it important?
Definition of user experience
User experience (UX) refers to the perception and emotions felt by a user when interacting with a digital product or service.
It encompasses all the factors that contribute to user satisfaction and loyalty, such as:
- ease of use ;
- the intuitive nature of the interface ;
- the quality and readability of the text (depending on the quality of machine translation, for example);
- as well as the aesthetics and the performance of the proposed solutions.
An optimal user experience is essential to the success of any digital business, as it helps to satisfy customers, build customer loyalty and, as a result, boost sales.
A well-designed UX also helps to reduce costs, particularly those associated with customer support and maintenance. In fact, if your user experience is flawless, your users and customers will encounter far fewer problems and will make little or no use of your customer support.
The benefits of a flawless user experience
Let’s take a closer look at the current context and the benefits of a high-quality user experience.
In recent years, as the overall quality of digital services has improved, users have become accustomed to seamless and intuitive online experiences. In this context, they have become very demanding! The slightest friction or confusion discourages them and prompts them to turn to the competition.
Furthermore, users form an opinion of a website or an app in just a few seconds. A positive user experience ensures a favourable first impression, thereby increasing engagement and conversions.
A well-designed user experience isn’t just about attracting users; it’s also about keeping them coming back. A website or app that is user-friendly and easy to navigate encourages your users to come back.
Another important point: mobile is now a must-have ! The number of users accessing websites and apps via mobile devices means that responsive, user-centred design is becoming essential.
Finally, let’s not forget the impact of a well-translated UX on the multilingual SEO of your website or digital service. A well-executed SEO translation of your website will ensure you appear in the most relevant search results, driving significant search traffic.
Statistical evidence of the importance of UX
We scoured the web for statistics on UX. And although we were already convinced of its importance, we weren’t disappointed! Here are some key figures from recent studies:
- A website that is too slow : 39% of internet users leave a website if it takes too long to load;
- A permanent loss : 88% of users do not return to an online service if they have had a poor user experience;
- What our customers say : 13% of customers who are dissatisfied with a service tell 15 people (or more) in their circle of friends and family!
- Waning brand loyalty : 32% of customers who have had just one bad experience with a brand decide to stop using it altogether.
- UX pays off : every euro invested in UX can generate up to 100 times that amount in additional revenue.
The role of translation in UX
As we’ve mentioned, translation plays a crucial role in UX. But why?
UX enables the delivery of relevant and accessible content to an international audience.
The impact of translation on UX: real-world examples
Here are a few examples to illustrate the impact of UX on the operations of various companies.
In the case of an airline’s website, an accurate and natural translation of flight information, boarding conditions and the services on offer enables passengers to navigate the site easily and book their tickets with confidence.
The highly accurate localisation of the content and dialogue in a mobile video game app ensures an immersive and engaging gaming experience for players, wherever in the world they log in from.
Conversely, translation errors in product descriptions and order forms can put off potential customers on an e-commerce site and hinder sales.
And when it comes to a user manual for accounting software, a rough translation can cause confusion and frustration among users, leading them to abandon the product.
Translation or localisation? A reminder!
Translation focuses on conveying the meaning of a text from one language to another, whilst preserving the structure and style of the original.
Localisation goes a step further by adapting the content to the cultural and linguistic characteristics of the target audience. This involves taking into account idiomatic expressions, cultural references, and date and currency formats.
Best practices for UX-friendly translation
Here are the key best practices followed by the translation agency EuropaTrad when working on UX interface translation projects:
- Close collaboration between translators and UX experts : this collaborative approach ensures an accurate translation that is tailored to users’ needs.
- Consistent use of terminology : we create terminology glossaries to ensure the consistency and accuracy of translations.
- Compliance with accessibility standards : translations must be accessible to people with disabilities, for example by using clear and simple language.
- Testing and validation by local users : this phase, in which the translation is tested with users from the target audience, ensures that it is clear, understandable and tailored to their needs.
Use a multilingual translation agency to ensure the quality of your UX!
We also pay attention to the conversion of units of measurement, currencies, date formats and telephone numbers. This step is important not only for user comfort, but also for safeguardingdata integrity when the product or service requires input from customers.
It is also important to consider the layout in line with the text’s requirements. The expansion rate, a technical term in translation, refers to differences in text length between languages. English, for example, is shorter than French. Another example: some languages, such as Korean, do not use spaces to separate words.
All these linguistic differences can disrupt the layout and must be taken into account.
Find out how to create multilingual opt-in forms that convert!
Finally, if your UX includes media content, you will need to ensure a high-quality video translation or audiovisual translation of both the audio and the voices, as well as the text contained within the content.
In conclusion
Translation is a key component of a successful user experience. By investing in high-quality translation and careful localisation, you can offer your customers the best possible experience, whatever their language or culture.
Contact our translation agency in Lyon, which specialises in UX, to ensure a high-quality translation and an optimal user experience for your customers.