Spanish Landing Pages – An Under Utilized Conversion Strategy

By , February 17th, 2010 in Conversion | 13 comments

Today we have another new guest post on the Unbounce blog! The topic surrounds a huge market potential that lies in engaging the large online Hispanic community – by offering landing pages correctly translated into marketing Spanish. The author is Angelica Maria, President of Marketing Translation at Traducción4you.com.

spanish-flag

I have been working with optimizing landing pages for a while and have discovered through my work that many people have forgotten to think about the Hispanic demographic. As a Spanish-American myself, when I view a landing page or even a website, the first think I look for is the Spanish option. I know I am not the only one that does this.

Engaging the online Hispanic community is an increasingly smart business strategy. With over 47 million Hispanics now living in the United States, they have a powerful influence on the American consumer economy. Those companies that have opened up their eyes to this ethnic group are benefiting financially for it.

Reason #1 – CATERING to the Demographic

Even though many Hispanic Internet users speak English, they want advertising and online content that speaks to them in their own language. This gives them a feeling that your company has thought about them and is offering them the same opportunity as the English consumer.

Reason #2 – Show them YOU care

Many Hispanics who can read English go to the Spanish option to validate what they read in English to make sure they understood the offer. They base their purchase decision when they feel they have received and understood what they are purchasing. English has many idioms, colloquialisms, slang and other expressions that do not mean the same to a Hispanic customer when they read it. When the page has been properly translated the sentences and ideas will flow with the same coherence as the English version. This is an important fact that cannot be ignored.

Reason #3 – Getting that LOYAL customer

Hispanics are one of the most loyal customers once you have gained their trust. Scarborough’s report,” The Power of the Hispanic Consumer Online” states that “The online advertising marketplace appears to be under-represented when it comes to Hispanic promotions, so first-movers with Hispanic-targeting online marketing activity could lay the groundwork for creating greater opportunities for lifetime brand loyalty,” said the report. To read the entire report go to: http://traduccion4you.com/facts.html

It’s not just translation… it’s Marketing Translation

It’s not uncommon for companies who have websites to simply translate their existing English pages to Spanish. Many believe that just translating word per word will be understood by the Hispanic reader but it’s a mistake I see everyday. Here are some examples I saw the other day that made me laugh. But to the Hispanic customer, they would have shaken their head and moved on.

“Includes everything but the kitchen sink.”

When they say this slogan the English consumer thinks they are getting a good deal. But to the Hispanic customer, they stop and say “WHAT?” and then they bounced off your site.

When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say:
“It won’t leak in your pocket and embarrass you.”

However, the company mistakenly thought the Spanish word “embarazar” meant embarrass. Instead the ads said:
“It won’t leak in your pocket and make you pregnant.”

When General Motors introduced the Chevy Nova in South America, it was apparently unaware that “no va” means “it won’t go.”

After the company figured out why it wasn’t selling any cars, it renamed the car in its Spanish markets to the Caribe.

Bad marketing translations happen in other languages as well….

In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi Generation” came out as “Pepsi will bring your ancestors back from the dead.”

Also in Chinese, the Kentucky Fried Chicken slogan “finger-lickin’ good” came out as “eat your fingers off.”

Your conversion will depend on a good Marketing Translation Company

What I recommend that you look for in a marketing translation company is one who understands Spanish language optimization for landing pages and even websites. They need to understand that creating a cultural context and provide language adaption, accuracy, cultural rapport is vital for you to be able to get that Hispanic customer.

The translation must read as though it originated in the target language. A good marketing translator will bear in mind any cultural references that may need to be explained to the intended audience. Some subjects may be more difficult than others to translate because words or passages may have multiple meanings that make several translations possible. Not surprisingly, translated work often goes through multiple revisions before the final text is submitted.

Are you ready to benefit from this market?

If you are dealing with an English speaking Hispanic, and they don’t understand your marketing message then you have lost them and they bounce off to another site.

Nearly 1 in 3 Hispanic households have Internet and you begin to see why this rapidly growing demographic group, already larger than the entire population of Canada, represents a major economic force with amazing opportunities for forward thinking businesses. Statistical data on true conversion is extremely limited because companies with websites and landing pages are just now targeting this demographic. Did you know even with this huge Hispanic market, less than 1% of all U.S. websites offer text in Spanish.

Knowing that, the question is, “Are you ready to benefit from this market?”

Written by Angelica Maria of Traducción4you.

About the Author

Angelica Maria, a native Chilean from Chile, South America is a dynamic forward thinking Hispanic who has been in the direct response marketing business for several years. She started Traduccion4you out of the demand for her services. Her company is unique in that she specializes in Spanish landing page optimization.

About The Author

Photo of Angelica Maria

Angelica Maria, a native Chilean from Chile, South America is a dynamic forward thinking Hispanic who has been in the direct response marketing business for several years. She decided to create Traduccion4you out of the high demand for her services. Her company is unique in that she specializes in Spanish landing page optimization. Her main goal is to increase your sales and customer base.
» More blog posts by

Comments

  1. Oli Gardner says:

    Excellent insight Angelica.

    I can see that there is a lot of money being left on the table by not serving a community of this size.

  2. Oli Gardner says:

    And the mis-translation examples are hilarious.

  3. Translating is fraught with danger – and marketing translations even more so because they are culturally-derived.

    In addition, there is more than one Hispanic market. Where someone comes from and how long ago they emigrated – if they emigrated at all – has a huge impact on their understanding of marketing-messages in Spanish.

    This isn’t something to be taken on lightly. Sometimes it’s safer in the lingua franca, English.

    • Oli Gardner says:

      Agreed that it’s a tough environment. However, that’s what the purpose of this post was trying to get at – that translation on landing pages requires an very personal interaction to ensure that the “marketing speak” is maintained in the new version.

      I’d love to hear about your experiences with Wider Funnel dealing with multilingual scenarios – and if you’ve run into a situation where a landing page offered access to a different version.

      There’s also the situation where landing pages are in one language only and traffic is driven via different language preferences set up in Google or your browser.

      I also find the conversion measurement aspect of this idea intriguing. We had a conversation last night about whether you’d want to try and remove the “stat count” from the English version of the page if the destination was the Spanish version, so that you can measure the conversion on the Spanish side and not have a negative result on the English side when in fact they moved further down the conversion path.

  4. Rick says:

    Great post – it has got me thinking.

    Being someone that lives with a Spanish partner who is well educated and fluent in English, I see this all the time. She frequently buys products or services online however, only from sites available in her native language – and nothing makes her laugh more than when I translate something from English to Spanish using babelfish.

    I think Angelica is on to something.

  5. Great blog post Angelica!

    I am surprised that more people are not writing or thinking about this topic. It will be interesting to see how it will unfold and if more websites will start including Spanish translations to increase their conversions.

    Gracias!

    • Angelica says:

      Thanks for your comments. I believe that as we speak more about this topic people are going to realize that the Spanish option in a landing page makes sense.

  6. Brock Kimmel says:

    This is a great blog you have! Great job!

  7. Diann Agemy says:

    Thank you so much, this was a good read. I was actually born in Madrid ( not telling you what year though!) but moved around europe and finally settled in England when I was 5. I dont remember an awful lot of the few years I was in spain, but the smell of spanish food always seems to ring a bell in me or something. Funny, how I dont remember anything except the smells,isn’t it! I actually found a website dedicated to spanish recipes, which gave me great delight and thought I really should to share with your readers. Anyway, thank you again. I’ll get my son to add your cast to my rss app…

  8. I’m unable to thank you totally for the posts in your website. I know you set many time and

  9. Jeffry Fermo says:

    it is a really point of view. I meet people who rather say what they suppose others want to hear. Good and well written! I will come back to your site for sure!

  10. 12.) The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I mean, I know it was my choice to read, but I actually thought youd have something interesting to say. All I hear is a bunch of whining about something that you could fix if you werent too busy looking for attention.

  11. Justbeenpaid says:

    Hi,
    I think it is very important but maybe the costs can get too high
    Thank you for the effort
    Ricky Morgan

x
Get actionable optimization tips delivered straight to your inbox.

You'll learn:

  • What it takes to build successful marketing campaigns
  • Why your landing page design and copy might be working against you
  • How to increase conversions while delighting leads and customers