Measuring the ROI of Translation Services: A Practical Guide for Businesses

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By Rossion

If your business serves a multilingual clientele, translating your content is essential. But how can you measure the impact of these translation services on your bottom line? Here’s a concise guide to understanding the Return on Investment (ROI) of your translation efforts.

The Value of Professional Translation Services

Professional translation services significantly influence how customers perceive your brand. If your website relies solely on automated translations, non-native speakers may feel undervalued and turn to competitors. According to a 2019 Nosto study, 67% of consumers prioritize personalized brand experiences. Additionally, in regions like Quebec, legal requirements mandate professional translations, emphasizing their necessity.

4 Steps to Measure Translation ROI

For a clear evaluation of your translation services’ ROI, just follow these simple steps. They’ll help you measure the effectiveness of your efforts and understand their impact on your business goals.

  1. Understand Your Motivation Start by clarifying the objectives of your translation initiatives. Are you aiming to expand into new markets, improve customer satisfaction among non-native speakers, or comply with legal requirements in specific regions? Clearly defining your goals will guide your measurement process and ensure that you focus on outcomes that align with your business priorities.
  2. Set Clear SMART Goals SMART goals are Specific, Measurable, Achievable, Relevant, and Time-bound. Examples for translation services include:
    • Increase traffic to French-language pages by 10% month-over-month for six months.
    • Reduce churn among French-speaking clients by 5% within a year.
    • Improve customer success rates for non-English speakers by 5% in three months and 10% in six months.
  3. Define KPIs to Measure Success Establish Key Performance Indicators (KPIs) to track your progress. Relevant KPIs might include:
    • Website traffic from targeted regions
    • Churn rates among specific customer profiles
    • Performance of advertisements in translated languages
    • Success rates among non-native speakers
    • Conversion rates on translated pages
    • Revenue from target demographics
  4. Contextualize Your Results Put your results into context by comparing them to your investment. Consider the following factors:
    • Time: The hours dedicated to managing translation projects.
    • Effort: The level of communication and support required.
    • Cost: Total expenses, including internal costs such as team salaries.

Key Takeaways

To maximize the ROI of your translation services:

  • Define your desired outcomes.
  • Set specific, measurable goals.
  • Track relevant KPIs.
  • Compare results against your investment.

By following these steps, you can effectively measure and enhance the ROI of your translation services.

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