Poor translations result in reduced sales volume in Spanish companies

E-commerce has experienced unprecedented growth in Spain. However, despite this growth, many companies are facing a number of major challenges when managing online communication, most notably when it comes to translating content. 

An in-depth analysis backed by Spanish statistical data has revealed how poor translation management can negatively impact on company sales.

Poor translations and their impact on purchasing decisions

Based on data compiled by the National Statistics Institute (INE), 72% of Spanish consumers have raised their concerns with regard to the quality of translations on e-commerce websites. 

This fact on its own is revealing and stresses the utmost relevance of accurate communication in the online shopping process.

According to a research conducted by the Spanish Association of E-Commerce and Digital Marketing (Adigital), 68% of Spanish consumers have left from an e-commerce website because they do not understand the translation or are missing content in their native language. 

This proves that poor translation management can be a decisive factor when it comes to losing sales on the Internet.

Consumer confidence’s role in purchasing decisions

Consumer confidence is the key to e-commerce success. According to a report by the consulting firm Kantar, 85% of Spanish consumers consider the quality of the content on a company’s website to be a determining factor in their purchasing decision. 

This includes not only product information, but also terms and conditions, return policies and, of course, translation.

When consumers encounter poorly translated content on a website, it makes them distrustful and cause them to abandon the purchase.

In fact, a study by the consulting firm Nielsen revealed that 74% of Spanish consumers would not buy from a website that is not available in their native language or that has a poor translation.

How to avoid losing sales because of poor translations 

Companies clearly need to pay special attention to translation in their operations to prevent losing sales. 

This includes not only the translation of static content on the website, but also the translation of marketing emails, advertisements and social media content.

Relying on professional translation and localisation services is an effective solution to avoid losing a sale as a result of a poor translation.

Companies should also implement processes to ensure the quality and consistency of translated content across all customer touch points.

To summarise, Spanish statistical data clearly reveal that translation mismanagement can lead to a negative impact on the online sales of a company. By fostering accurate and culturally relevant communication, companies can build trust with consumers and increase their sales in the ever-evolving e-commerce marketplace.