MotionPoint Introduces New Website Localization Scorecard

MotionPoint creates an assessment tool to evaluate and score website translation projects based on complexity and objectives.

MotionPoint, the global leader in website translation and localization proudly unveils its latest innovation – the Website Localization Scorecard. This diagnostic provides marketers with a comprehensive scorecard of how to best assess website translation needs by comparing their website’s complexity, and business objectives to the different website translation and localization options and solutions available on the market.

Introducing the Website Localization Scorecard

The Website Localization Scorecard evaluates the major components of decision criteria marketers should use to evaluate their website translation and localization needs. The four primary components diagnosed are technical complexity, content engagement, translation quality and localization resource availability.

Marketing Technology News: Innovid’s Annual CTV Insights Report Finds Interactive CTV Campaigns Drive Up to 10.3x Higher Engagement for Advertisers

With respect to technical website complexity, website front-end frameworks are growing more complex, with programming languages that embed content into code such as JavaScript or JSON. In addition, websites may have elements that make translation more challenging such as types of content (e.g., images, videos, etc.), ecommerce or even elements of personalization or security.

As for content engagement, considerations such as frequency of content updates or organic web traffic should be considered. In addition, the significance of translation quality, particularly in terms of accuracy for certain markets or language pairs, is also a crucial factor in assessing its strategic importance.

Marketing Technology News: MarTech Interview with Thomas Kriebernegg, General Manager at SplitMetrics Agency

Finally, localization resources need to be considered. Despite the perception that Google Translate could be a silver bullet, translation detection errors and word growth can cause partial translations or inconsistent implementation of style sheets. Web engineering, and quality assurance and professional human translators can be critical to managing higher quality website translation and localization. Great website translation requires an investment in localization resources.

“For many marketers who evaluate website translation, especially for the first time, there is a lot more complexity in consideration than pushing a button like Google Translate or even adding a JavaScript widget to your website”, says Evan Kramer, CEO of MotionPoint, “It is important to assess whether you need ‘good enough’ or ‘great’ translation and localization based upon your strategic objectives to manage a translated experience.”