What retailers can do with multilingual user feedback

Many countries such as Belarus, Belgium, Canada, India, Ireland, South Africa, the United States and Switzerland are officially multilingual, but also have many monolinguals among them. For the United States this means that some of the population speaks English and some speak Spanish or Chinese. As a retailer or e-commerce company, this brings many challenges, but also opportunities. Imagine that you mainly speak and understand English, but the majority of your online customers give you feedback in Spanish… As a retailer, what can you do with multilingual feedback?

In this article, we look at how best to work with multilingual feedback, how to collect it and how to analyse it efficiently.

Localisation increases sales

For e-commerce companies it often makes sense to offer the products in different languages. And whether you work in a multilingual country or simply want to serve different cultures and markets, you will all encounter the same challenges.

The expectations of your visitors are getting higher and higher. In fact, 74% of respondents said in a survey that they are more likely to make a second purchase if the after-sales service is offered in their native language. Nearly 50% would like navigation options in their native language even if nothing else on the website has been translated. After sales, reviews, and navigation are, therefore, the most important content to localise according to these respondents.

If you’re already collecting feedback on your multilingual e-commerce website, you probably know how long it will take to do this. You must first translate the feedback forms into different languages and then adapt the surveys for the specific countries.


Source: Mopinion

If you haven’t translated the e-commerce website yet, now is the time to broaden your horizons. The pandemic has rapidly digitised the retail trade. In addition to a smooth online customer journey, it is important to be accessible and reachable for a wider audience. This includes online shopping in your native language.

Our advice? Google Analytics is a good start. This will give you a good idea of where your visitors come from and which languages they speak. Collect feedback and engage in conversation with your customers. Find out what makes the customer experience successful and why someone leaves the website during checkout. Maybe the solution is in the (correct) translation?

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Spend time on your translations

Good translations take a lot of time and entail costs. Test the website translations by asking visitors for feedback in real time. In this way you can learn a lot from your customers regarding whether the quality is sufficient and whether everything is clear.


Source: Mopinion

How to efficiently analyse feedback

Now that your website is available in all the relevant languages, odds are you will also receive feedback in several languages. This presents a new challenge. Obviously, it is not easy to evaluate the feedback if it is not in your native language. Manually translating the feedback is impossible if you’re working with a time crunch, which is why Mopinion has released a new feature for its users.

It’s time to increase your productivity with Mopinion’s automated feedback translation function. This function is now live in Mopinion Raspberry and can be used for all digital channels (website, email and mobile apps).


Source:: Mopinion

How to use it? Let’s assume your customer leaves feedback in Spanish. You can now set the incoming feedback to be shown in English in your feedback inbox! This function supports more than 100 languages, and you can easily set which languages you want to translate.

Note: Currently, this feature is only available to our Enterprise customers.

Suppose you have a multilingual webshop in the United States and the website is available in English, Spanish, and French. As a manager you want to collect feedback about the blog posts in the different languages. Your multilingual team translates the feedback forms into the desired languages. In Mopinion Raspberry, you can then set it up so that the feedback that comes in is automatically displayed for you in English. This way you can see exactly how your team is performing in terms of translation quality.

Using the multilingual feature, you create a clear overview and can analyse the feedback without having to spend time translating it. As you can see, this is ideal, especially for a multilingual team.

So what are you waiting for? Start collecting multilingual feedback today!