translation & accessibility in one blow
TRANSCRIPT
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@TerenaBell
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Why don’t we think about translation & accessibility all the time?
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“Tech’s moved on.” -@ultan
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“Client won’t pay for it.” -Anonymous
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“Localization is often considered an engineer’s responsibility.” –RyanDoherty.com
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26%
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3%
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@TerenaBell#FILive
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Top ReasonsFortune 500 Companies Translate
To meet customer expectations
To reach more customers in markets where they already compete
To increase brand value
To meet regulatory & legal requirements
64 66 68 70 72 74 76 78 80 82
Percentage
69.39%
71.43%
71.43%
79.49%
@TerenaBell#FILive
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@TerenaBell#FILive
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BESTPRACTICES
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80% < 30%
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85% of global shoppers will NOT buy at all from a foreign
language site
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PeopleDon’tBuy
WhatTheyDon’t
Understand
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ChineseJapaneseKorean
Vietnamese
Zhuang Sawndip
SuiEghap
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Website visitors are
6X more likelyto purchase
products in their native language
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Joint Tip?Make sure your user
can READ it.
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Danger or LoveGood Luck
CommunismSunday
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GirlsBoysTrust
Tuesday
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Joint Tip?Be
intentional about color.
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Joint Tip?Be
intentional about color.
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Visual
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Auditory
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Motor
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Motor
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R2L Languages
ArabicAmharic
FarsiHebrewKurdishPunjabi
PashtuUrdu
Yiddish…and others.
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Chinese, Japanese & Korean
L2R R2LUp&
Down
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Joint Tip?Don’t
default to traditional direction.
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Translation IncreasesDownloads AND Revenue
Highest ROI in South Korea, China & Japan
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???
@TerenaBell#FILive
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@TerenaBell#FILive
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128% = 1 week
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767%
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Cognitive
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Joint Tip?Speak simply.
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Overly Complicated Words
Rindfleischetikettierungsüberwachungsaufgabenübertrag
ungsgesetz
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Global Website Preferences
Direct & explicit languageShorter text strings
@TerenaBell#FILive
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Global Website Preferences
Bullet points
@TerenaBell#FILive
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Global Website Preferences
Right to left
@TerenaBell#FILive
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Global Website Users
14%
10%
26%
9% 41%
@TerenaBell#FILive
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@TerenaBell#FILive