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Why the User Experience Improves When You Translate eLearning Content
A 2020 Common Sense Advisory study found that users strongly prefer localized content, to the point that many will pay more for access to a localized product.
When you translate the eLearning content for your product or service, the overall user experience improves for users in each market:
They have a higher level of comfort from the beginning. Even those with excellent English often feel more comfortable using a product in their native language.
They are less likely to make user errors based on linguistic misunderstandings. The more difficult it is for them to use the product, the less satisfied they will be.
They will be able to get answers to their questions faster and at scale. Translated eLearning content can address concerns early
How A Better User Experience Benefits Your Company
Increased Customer Retention
When you translate the eLearning content for your product or service, the overall user experience improves for users in each market:
They have a higher level of comfort from the beginning. Even those with excellent English often feel more comfortable using a product in their native language.
They are less likely to make user errors based on linguistic misunderstandings. The more difficult it is for them to use the product, the less satisfied they will be.
They will be able to get answers to their questions faster and at scale. Translated eLearning content can address concerns early
It is often said that it costs five times as much to acquire a new customer as it does to keep an existing one.
The same study we cited earlier found that 75% of surveyed customers were more likely to repurchase from a brand if they had access to customer care in their own language. Even among customers with a high level of English proficiency, 60% still preferred localized customer support.
This is especially relevant for SaaS companies that bill their clients on a monthly or yearly basis—churn needs to be minimal to keep monthly recurring revenue (MRR) high.
One of the easiest ways to reduce churn in non-English-speaking markets is to translate eLearning content as part of customer care so customers can get the help they need in their language.
Reduced Strain on In-Language Customer Support Teams
When you translate eLearning content for each target market, you can reduce the number of calls or tickets your customer support team receives. That translates into a major cost reduction for your company.
A study by Forrester Research and Oracle estimated the cost per contact of a call center CSR at $6, a (non-AI) web chat at $5, and a web self-service experience, such as a knowledge base article, at just $0.10.
When they have a problem, many customers—especially younger ones—prefer to start with a self-service option and escalate if that does not answer their question. If they can find an answer in their language, it saves them time, which also helps ensure that they perceive the brand positively.
What to Focus on When You Translate eLearning Content
In today’s interconnected world, reaching global audiences requires more than just translating your content word-for-word. Content localization—the art and science of adapting your message for different cultural contexts—has become an essential strategy for businesses looking to make a meaningful impact across borders. This comprehensive guide explores how localization transforms your content into culturally resonant experiences that drive engagement, build trust, and ultimately convert international audiences.
Prioritize the Content You Translate to Get the Most Out of Your Investmen
When preparing to translate eLearning content, you need to consider how to maximize your return on investment (ROI). You will want to carefully consider which eLearning content to translate and in what order.
For example, the localization team for Asana, a subscription-based project management tool, uses quantitative data to decide what content to translate—and which languages to prioritize.
If some features of your application are not available to users in a given market, ensure you exclude related eLearning content from the scope of work for translation.
To Translate eLearning Successfully, Involve the Localization Team Early in the Process
We highly recommend that you translate eLearning content only after you have finished and approved the source-language content. That way, you can avoid re-translation costs when the source is altered.
However, we also recommend involving the localization team during the process as you write or record your eLearning content. They can provide you with best practices to ensure that the language you use is clear and easy to localize in the future.
They will also point out areas where cultural context could affect users’ understanding in a different target market.
Additionally, developers and creatives should be reminded to design interfaces and documents with sufficient space for localized text, accommodating different word and character counts.
Common Mistakes to Avoid When Translating eLearning Content
1. Not considering the cultural context
Even something as simple as an icon can have different meanings across cultures. For example, users in Canada, the United States, and elsewhere associate the magnifying glass icon with the Search function. But users from other countries interpret it as “secret or confidential” or mistake it for a key.
Likewise, imagery and colours can have different meanings for users in another culture, and those meanings can change over time. For years, Brazilians from across the political spectrum wore the iconic yellow jersey of their national soccer team. But over the past few years, it has become closely associated with supporters of one political party. Using an image of someone wearing the jersey could have a specific subtext for a Brazilian reader.
When you partner with a language services provider that has in-country experts to translate eLearning content, they will be able to identify potential problem areas and suggest ways to adapt the material.
2. Not capturing localized elements of the user interface
When you translate eLearning content for an app, website, or software program, ensure that all screen captures and video walkthroughs also display the localized content.
For example, if you translate an article that shows users how to save a file, ensure that any UI screenshots are of the localized version. You will also need to ensure that any explanatory text uses the same names for buttons, menus, etc. as the UI.
Your localization provider can help you with website, software, or mobile app localization.
3. Not translating graphic elementse
Any graphic elements containing translatable text (e.g., images, charts) in an eLearning course or article must also be localized.
This may include images we do not consider “translatable,” such as a stop sign or a taxi. In Japan, stop signs are triangular, so a red octagon may not trigger the same context for a Japanese learner. Similarly, a bright yellow sedan says “taxi” to many Americans and Canadians, but Costa Ricans will not infer the same meaning—their taxis are red.
Even when an image lacks words, choosing a more local image can make the content more relevant to the learner and avoid situations where a poorly chosen image might cause offence.
You might want to have your localization partner handle your post-translation multilingual desktop publishing (DTP), as they are experienced with text expansion, right-to-left text placement, and other necessary modifications for foreign text.
4. Not allotting enough space for translated text
English is a relatively concise language. What takes 100 characters to say in English might require 130 characters in Spanish or 150 in German.
Developers should keep this in mind when creating eLearning content. There needs to be space for the increased character counts that come with localized content.
5. Not testing the eLearning content within the software
Once translations have been compiled, they will need to be tested within the eLearning software.
Your QA testers—who should be able to read the language being tested—will look for several types of errors:
- Misspellings, typos, and other minor linguistic errors
- Display issues, such as text that appears cut off or accented characters that appear as boxes
- Correct placement of localized images, videos, etc.
- Hyperlinks that are not pointing to translated content
- Functionality issues, especially when it comes to quizzes or other testing
Some issues can only be detected once the translations have been incorporated into the software, so it is important to perform a round of testing afterward.
Partnering With Art One to Translate eLearning Content
To help our clients translate eLearning courses, Art One Translations relies on market-leading technology and a team of subject matter experts.
We have experience with a range of popular eLearning platforms, including Adobe Captivate, Docebo, Camtasia, and Articulate Storyline 360. We translate eLearning in its entirety, including all elements of your eLearning material, such as multimedia content and put the finished product through a rigorous testing process.
To learn more about how Art One can translate eLearning content for your company, contact us today.