The 10 Most Common Translation Mistakes on Websites, E-Shops, and Newsletters
Translating a website or an e-shop into another language isn’t simply about taking the original text and creating a foreign language version of it. It needs to be properly localized, which means adapting it to the needs and expectations of the target market and audience.
We have compiled a list of the most common mistakes that are made when translating websites and e-shops, so that you know what to avoid.
What should you look out for in particular?
1. Relevance for the foreign market of the information presented
Typically, this information includes contact details, addresses, hotlines, account numbers, bank payment identifiers, etc. For e-shops, it can also include various shipping alternatives. This type of operational data needs to be reviewed and updated simply to be functional.
Example of an error: A Czech customer support phone number on a Hungarian website: “To talk to a customer service operator, please call 225 xxx 000.”
Translator’s comment: Contact details, e-mail addresses, bank account numbers and other details need to be adapted to serve customers in the location where the company is expanding.
2. Legal documents
Make sure that your terms and conditions, cookies, code of ethics, personal data processing policies (GDPR), complaints procedures and similar documents are translated by experienced professionals. It is ideal to have the completed texts checked by a lawyer who specializes in the country in question. The good news is that the European market has certain standardized rules.
Example of an error: Information from a Polish website: “The goods are exempt from tax pursuant to Section 64 of VAT Act No. 235/2004 Coll.”
Translator’s comment: Polish laws are numbered differently than Czech laws, so in this case it is advisable to have the information translated by a lawyer, business law expert or native speaker who is familiar with your business and knows the local laws. Sometimes other aspects also need to be taken into account – for example, whether the client runs an independent business or a branch of a company based in another country.
3. Proper names
Personal names that appear, for example, in blog articles, in product reviews or as a customer service contact should be adapted or changed according to the target country. If a review includes the author’s name, we recommend localizing it as well. For example: Jane K., Kate P., Judith H.
Exceptions include the names of public figures (Bill Gates, Cristiano Ronaldo, Kim Kardashian), which need to be preserved, as they serve a marketing purpose.
Example of an error: Welcome message in the chat window of an Italian website: “Hello, my name is Eva Svobodová. How can I help you?”
Translator’s comment: You need to change the Czech name to an Italian one. It is not desirable to leave Czech names in the translations, as they do not sound authentic.
4. Names of companies and institutions
This point is very closely related to the previous one. Before publishing a translated text, it is important to check whether the names of companies and institutions have been duly translated.
Example of an error: The phrase “Czech Post” is translated into German as “German Post” and into French as “French Post”.
Translator’s comment: Such a translation is not necessarily a mistake, as these companies may indeed exist in the countries in question; but it is a good idea to check whether the customer actually works with them and whether this information is valid.
5. Geographical context
If toponyms or place names appear in the text, this is often a sign that the particular passage needs to be localized. Make adjustments according to the actual locations associated with your foreign business.
Example of an error: Information from translated Slovak e-shop pages: “You can pick up your order FREE of charge at the central warehouse address in Brno.”
Translator’s comment: This is very much a matter for discussion with the person ordering the translation, who should have thought about these practical and logistical issues in the new country before publishing the translated text.
6. National holidays, traditions and other local features and products
This could apply to blog posts, newsletters or other marketing texts. Situations where a local product sneaks into the target text can arise very easily. Be careful to avoid this.
Example of an error: From an e-mail to German customers: “We wish you a very happy birthday! Please accept this gift: a copy of Vogue Czechoslovakia fashion magazine, including interviews with fashion icons.”
Translator’s comment: If we notice such information when translating, we will draw the customer’s attention to it and will usually decide together whether the local printed material will be replaced with adequate items known to the German audience or whether we will omit this type of information altogether.
7. Consistent terminology
Consistency of terminology is generally something that e-shops struggle with. Each customer or brand may have specific requirements. Translators typically build glossaries in order to make sure that they always use the correct terms. For example, our long-term client Notino always asks that the following terminology be used throughout their texts:
- Eau de Parfum (capital E and capital P),
- Eau de Toilette (capital E and capital T),
- cologne as Eau de Cologne (capital E and capital C).
Our translation software helps us here so that we can ensure the terminology we use in the product description translations is consistent with the terminology we apply to the category listing, purchase orders and invoices.
Example of an error: In reference texts provided for our translation from Czech into English, we see that four different terms have been used to describe the same thing within one text: “device for respirator monitoring”, “respiratory monitoring device”, “respiratory monitoring system” and “respiration rate monitor”.
Translator’s comment: It is for this reason that it is desirable to create a glossary of terminology. It helps translators to always keep the terminology consistent and in line with a client’s preferences.
8. Use of keywords
The use of keywords is especially important in headlines, titles and URL links. Their use in the body of the text is also welcome, but synonyms can be used here as well. Keywords are especially important for search engine optimization (SEO), and therefore they should be used consistently. This makes it easier for both customers and potential customers to find you in search engines based on the defined keywords.
Example of an error: The client’s translation instructions, which include a keyword analysis, define the term “cosmetics” as one of the keywords, but “toiletries” is used in the translation instead.
Translator’s comment: If keywords are mentioned in reference documents, it is necessary for translators and proofreaders to use them in the text, whether as singulars or plurals. Search engines now understand inflection and can distinguish between singular and plural forms.
9. Source text and its quality
The original text used as the basis for translation should be free of typos, grammatical or stylistic errors, and other defects. It would be a mistake to assume that an imperfection in the text will be fixed in the translation. The quality of the source text is important and should not be underestimated.
Example of an error: “24/7 custom line on 225 340 111.” Or: “The goods can also be picked up in person at in the our shop.”
Translator’s comment: Of course, we see the typo, translate the message correctly and draw the client’s attention to the error, but there may also be situations in which typos in the original text will complicate work with the defined glossary.
10. Automatic/machine translation
Automatic translation is a great help, but it cannot localize texts on its own. Its potential is best used in combination with the input of a human translator. Precise targeting of the local audience and customers and their cultural context, mentality or style of humour should always be supervised by a professional translator, who also guarantees linguistic correctness.
Example of an error: Translation of texts for an e-shop selling shoes: An online translator translates sneakers as “Turnschuhe”, but a German linguistic expert knows that a German teenager would in fact say “Sneakers”. The latter word is also much more commonly searched in Google.
Translator’s comment: The benefit a business gets from the use of machine translation may ultimately be lower than the profit lost due to poor translations. Reaching out to a translator or a translation agency is always the first step to success.
