Attracting visitors through website localisation

Industrial Tomography Systems (ITS) is a world leader in their field; designing and delivering measurement solutions based upon the principles of electrical tomography. Their sensors allow engineers to see inside pipes and vessels in real-time, providing 3D images and quantitative data on electrical measurements that are used to improve process understanding, optimisation, and control for their customers.

ITS currently operates in 25 countries around the globe, working with experienced partner organisations who support them in pre-sales, installations and after sales requirements for their customers. These 25 countries are home to major industries where the technology by ITS is used; such as the mining, chemical, dredging and pharmaceutical industries.

The challenge

As ITS strengthened their presence in a number of countries through their network of agents and distributors, they noticed that traffic to their website was increasing. It was quickly brought to their attention that a significant number of their visitors were from non-English speaking countries.

It was noted at this time though that these visitors were leaving the site almost immediately upon landing on their English homepage.

Customers whose native language was not English were unable to fully understand what it was that the company was offering, and as such, were not browsing the webpages to find out more about the services and products that ITS provide. ITS quickly realised that they were missing an opportunity. The company therefore felt that translating their website would attract more visitors and help to retain the potential customers they were currently losing.

The challenge for ITS, after recognising that website localisation was a priority, was deciding which languages to focus on due to the international spread of both their operations and customers.

How Eging Translation helped

Eging Translation had already been working with ITS for a number of years, helping the company to translate their product and marketing brochures. When the decision was made to translate the company’s website, Eging Translation was an obvious choice. Based on the previous work done and the results that had been achieved, ITS believed that Eging Translation would be able to help attract a larger customer base through their provision of a professional, high-quality translation service.

A growing presence in both Asia and Europe led to ITS translating their website into Chinese, French and Spanish. Chinese was first, in 2013, as ITS realised that China represented an important market for them, with a lot of potential sales coming in from this region of the world.

Since ITS’ website was translated into Chinese, the company has seen a 15% upsurge in traffic to their website.

The complexities of the Chinese language pose a number of challenges, but Eging Translation’s team of dedicated linguists were willing to engage in constructive dialogue with ITS and take all client feedback on board. Because of this, the Chinese version of ITS’ website was completed to an extremely high standard.

Furthermore, the dedicated Business Development Manager working on this project provided a personalised service from project start to finish, and was always available to assist with any queries that ITS had. Not only did this mean that the website localisation project was completed to the highest possible standard, but also that a strong business partnership was formed for both companies.

What ITS said

“Working with Eging Translation to localise our website has been an absolute pleasure. Our Business Development Manager is very professional and highly personable; he’s only ever a phone call away and always ensures that Eging’s linguists deliver the content we require. Thanks to our company’s relationship with our Business Development Manager, we return to Eging time and time again for all of our translation needs.”

Sam Wright – Marketing Manager, ITS Plc.

What’s next?

ITS has recently hired a native Brazilian salesman to assist them with generating business in the South-American market. From here, a natural progression for the company will be to localise their website into Portuguese in order to cater for their expanding customer base in Brazil.