"Being a two sided marketplace that connects shoppers in one language with travelers in another language, we immediately realized that we needed to consider localization in order to provide the best information and support to our customers." explained McRae. To reach more customers in Argentina and Brazil, McRae and his team knew they would need to focus on quickly translating their application into Spanish and Portuguese.
Buyers expected to be able to search for products in their own language, so product information needed to be in their own language. McRae and his team started the localization process by hiring their own human translators and immediately saw the difficulty with the traditional method of translating an application in multiple languages.
"They had difficulty with the traditional method of translating their application because their "application has a lot of dynamic content, constant changes and iterations, and we couldn’t keep up with all the updates. Every time there was an update we would have to contract out the translations to human translators to keep our Spanish content consistent. We just couldn’t keep up." - Wesley McRae, Co-founder & CEO
The team searched for a solution that could address this problem and accelerate their launch in Spanish and Portuguese. They focused on three key requirements: (1) a cost efficient translation management systems (TMS) that allowed for rapid turnaround and real-time translation updates; (2) implementation that would not require significant developmental changes and engineering resources; and (3) a dashboard that turned localization into a one stop shop for translating words, phrases, complete strings without complex translation files. McRae says, "we needed a solution that focused on speed, efficiency with little overhead."
They had difficulty with the traditional method of translating their application because their "application has a lot of dynamic content, constant changes and iterations, and we couldn’t keep up with all the updates. Every time there was an update we would have to contract out the translations to human translators to keep our Spanish content consistent. We just couldn't keep up." says McRae.
The Localize Solution
Through Localize, Entrusters found a solution which met all their specific needs and more. The integration process was quick and simple, and allows content to be automatically collected and translated with a few clicks of a button. Machine translations were automatically generated and were easily updated as required by the Entrusters team. McRae states "Machine translations for product names helps us quickly localize our products, as many names from English to Spanish and Portuguese remained consistent. For example, iPhone in English is iPhone in all languages."
For phrases with more context, the Entrusters team was able to edit translations as needed. "Localize allowed us to quickly update our Spanish and Portuguese translation, without having to bring on native speakers full time. We found it was extremely cost effective because we had a very dynamic platform that was changing as we were growing."
With Localize, Entrusters has been able to ramp up its internationalization efforts to address customers all over the globe. Entrusters now has 49% of its visitors viewing their site in a language other than English. While a majority of those visitors are in Portuguese and Brazil, they’ve also started testing localization in German, Russian, and Chinese.
CTO, David Larpent adds, "We’re extremely happy with Localize. Localize enabled us to fully localize our application in a much shorter timeframe than we could have accomplished on our own."