Financial technology localization for trading companies: Advantages and best practices of FinTech translations

贸易公司金融技术本地化:金融科技翻译的优势和最佳实践

2020-09-08 20:50 Smartcat

本文共1379个字,阅读需14分钟

阅读模式 切换至中文

This article is brought to you by Alconost, a translation company that offers 70+ languages and specializes in software, app, game, and website localization as well as multilingual video production.Internationalizing a trading business is one of the best things a company can do. All types of markets — CFDs, ETFs, forex, options, and especially cryptocurrencies — are drawing an ever-increasing number of retail traders around the world, even more so in the light of recent events like the Bitcoin halving. With 75% of the world preferring content in languages that are not English, localization has many tangible gains for trading companies in the crypto and financial markets. What role does localization play in trading of stocks, CFDs, cryptocurrencies, etc.? Online trading is an international practice, but companies still need to adopt a localized approach. This means website, platform, education, and marketing materials all need to be written and/or translated for local markets. Localization means that the content is not only translated, but also adapted to perfectly suit the target audiences. The goal is to create effective messaging that spur the client to act. It’s not one-size-fits-all. Software localization of financial technology, apps, and websites belonging to a trading company is the key to gaining international authority. Big companies in trading have already understood the importance of financial localization. For example, eToro, one of the world’s leading trading platforms, took localization seriously and benefited greatly. Jasper Lee, Managing Director of Asia at eToro and trading veteran, said this about their localization endeavors: Obviously there are significant differences between the cultures, people see things differently. A simple but important example is — in Western culture, the color green represents profit and red indicates a loss, but for Chinese people, it’s the exact opposite. Another company called Emirex, a Dubai-located Digital Commodities Exchange for trading tokenized commodities, said that the global reach of their business was made possible with “localization and [the] understanding [that] the uniqueness of the local markets is the key”. Why you should localize your trading platform and materials Traders are much more receptive to content in their language and are more likely to open trades. These are the reasons why it is best to localize and not leave the content in English: The customer simply has a much better understanding of the topic at hand; how to trade, what the various instruments are, how the tools work, trade analysis, etc. There’s less room for misinterpretation and this is important when dealing with money. By making the environment more comfortable and familiar, you automatically increase client satisfaction, turning these individuals into returning loyal clients. Confidence is a result of comfort, comprehension, and ease. The client will make better trades and is at less risk of losing their money. And finally, companies improve lead acquisition and sales growth in new demographics in a much more organic way. What countries are most interested in trade? Many trading companies ask which languages to choose for the localization of their trading platforms, websites, educational materials, or blog. Regulation When it comes to trading, first of all, regulation plays a big role into whether a type of broker is allowed in a specific country or not, thus deciding whether translation makes sense in the first place. Brokers and Fintech companies need to see if their product would be allowed in a certain region. For example, crypto is banned in some countries like China or Bolivia, so it may not be worth investing in the language spoken there. With that being said, we have to look at the trade volumes per country. Crypto growth worldwide Let’s see how looking at the trends in one trading market can help determine which languages and countries to select for localization. When looking at cryptocurrencies specifically, the number of users worldwide is only growing. Research by Statista revealed this in their report on the number of Blockchain wallet users worldwide from 2016 to 2019. Another report found that the countries with the most crypto exchanges were the U.K., the U.S., Hong Kong, and Singapore. And yet another study, which looked into the adoption of Bitcoin as a form of payment, identified the 10 top cities that have now become crypto hubs. San Francisco, USA Vancouver, Canada Amsterdam, Netherlands Ljubljana, Slovenia Tel Aviv, Israel Zurich, Switzerland Tampa, USA Buenos Aires, Argentina New York, USA London, England By considering such trends and growth in trading markets and usage worldwide, be it in crypto or otherwise, companies can assess in which countries they should start, or increase, their marketing and business efforts. How to localize your trading materials for new audiences Once a company decides to launch in a new region, it’s important to create a localization strategy and determine such things as: What needs to be translated? Will it be a 100% translated effort or are there only parts of your company’s ecosystem that need to be translated? This comes down to the user journey. Most companies choose an all-or-nothing method to ensure that the user is not confused (for example, all in Swedish or leaving the content in English). What software or cloud tools will you use to automate the translation process and ensure top-notch quality? Will you create an in-house localization team or use a localization vendor? To ensure consistency and the right messaging style, companies must also create style guides and glossaries. The conception of both takes time, but it’s well worth it. The style guide needs to include elements, like: Baseline guide — whether you use an established style guide or not Target audiences Style Tone Voice Formatting Brand personality Words to avoid (for instance, to avoid the word crypto, some companies say digital assets or other alternatives) Glossaries include all the terms needed for your product and need to be used consistently. This gives your company a much more streamlined image and also works toward avoiding any misinterpretations. Working with a language service provider when it comes to translating software, websites, apps, or marketing materials can save companies a lot of headaches as well, especially those with little experience in internationalization. Trading target audiences Trading companies mostly already know who their target audiences are and should incorporate this into their localization strategy. Often they are divided into two groups: newcomers and experienced traders. Both need to be tackled differently: In the case of the newbie, the style and terminology used in the texts need to be simple and straightforward; easy for anyone to understand. Confusing the client gets them nowhere and they are likely to leave. On the other hand, the advanced trader doesn’t need you to dumb it down for them and explain each small financial term. They expect technical terms and trade analyses with all the information and no fluff. Get to the point so they can start earning, like in the case of trading signals. In regards to cryptocurrencies, there are even more target audiences, such as newcomers, hodlers, experienced, and traders from other markets. Each can be addressed differently in order to create even more effective messaging. Choosing the right localization team Some may try to take the easy, yet disastrous path of using machine translation tools like Google Translate, or the like, to do their translation work, without consulting with professionals. This can work to some extent, but you run the risk of leaving texts incomprehensible and poorly written, which will ultimately deter a lot of valuable customers. The recommended route is to work with language professionals, either in the form of an in-house localization team or with an external localization vendor, who also has deep knowledge of trading in the market you are dealing in. As explained, the better the communication, the higher the sums deposited, exchanged and traded, and ultimately the more gains for your company. At Alconost, we have localized over 1,500 projects, created over 1,000 videos, and launched hundreds of multilingual advertising campaigns. We are proud to work with various clients — from independent developers and small teams to major accounts such as JetBrains, Microsoft, Kaspersky, and Bitrix. You can get in touch with us via Smartcat or our website. In closing, how do you think that FinTech companies could better localize and reach their potential clients?
这篇文章由Alconost翻译公司提供,该公司提供70多种语言,专门从事软件,应用程序,游戏,网站本地化以及多语言视频制作。促进贸易业务国际化是公司可以做的最好的事情之一。各类市场--差价合约,上市交易基金,外汇,期权,尤其是加密货币--都在吸引着全球越来越多的零售交易者,尤其是在最近比特币价格下跌一半等事件的背景下。全球75%的人更喜欢使用非英语语言内容,本地化对于加密和金融市场上的贸易公司而言有许多实实在在的收益。 本地化在股票,差价合约,加密货币等交易中扮演什么角色? 网上交易即国际惯例,但公司仍需采取本地化的做法。这意味着网站,平台,教育和营销材料都需要针对当地市场编写和/或翻译。本地化不仅要翻译内容,还要使内容完全适合目标受众。目标是创建有效的消息传递,促使客户端采取行动。这并不万能。属于贸易公司的金融技术,应用程序和网站的软件本地化是获得国际权威的关键。 从事贸易的大公司已经明白金融本地化的重要性。例如,全球领先的交易平台之一eToro认真对待本地化并从中受益匪浅。eToro亚洲董事总经理Jasper Lee是一位资深贸易人士,谈及他们的本地化工作时表示: 很明显,文化之间存在着巨大差异,人们看待事物的方式也不同。一个简单但重要的例子是--在西方文化中,绿色代表盈利,红色代表亏损,但对中国人来说却恰恰相反。 另一家名为Emirex的公司(位于迪拜的数字商品交易所,用于交易代币化的商品)表示,“通过本地化和[理解]当地市场的独特性是关键,才能够实现其业务的全球影响力”。 需要本地化交易平台和材料的原因 交易员更容易接受其语言内容,并有可能进行交易。这些是为什么最好本地化而不保留英语内容的原因: 客户只是对手头的主题有了更好的理解;如何交易,何为各种工具,工具的工作方式,交易分析等。能够在处理货币问题时使得误解空间最小化,这一点尤为重要。 要把环境变得更加舒适和熟悉,可以自动提高客户满意度,从而将这些人转变为忠实的客户。 自信是舒适,理解和轻松的结合。客户将进行更好的交易,损失资金的风险也更小。 最后,公司以更加有机的方式提高新的受众特征中的领先优势获取和销售增长。 哪些国家对贸易最感兴趣? 许多贸易公司都要求选择使用哪种语言来本地化其贸易平台,网站,教育材料或博客。 法规 在交易方面,首先监管对于在特定国家/地区是否允许使用某种类型经纪人起着重要作用,从而决定着翻译是否有意义。 经纪人和金融科技公司需要查看他们的产品是否可以在某个地区使用。 例如,在某些国家(例如中国或玻利维亚)禁止使用加密货币,因此投资那里使用的语言很不值得。 话虽如此,我们还必须看看每个国家的贸易量。 全球加密货币增长 让我们来看看在一个交易市场中的趋势如何有助于确定选择哪种语言和国家/地区进行本地化。 具体来看加密货币,全球用户数量只是在增长。 Statista的研究在其关于2016年至2019年全球区块链钱包用户数量的报告中透露了这一点。 另一份报告发现英国,美国,香港和新加坡是加密货币交易所数量最多的国家。 而另一项调查比特币作为一种支付方式,确定了10个目前已成为密码中心的顶级城市。 美国旧金山 加拿大温哥华 荷兰阿姆斯特丹 卢布尔雅那,斯洛文尼亚 以色列特拉维夫 瑞士苏黎世 美国坦帕 阿根廷布宜诺斯艾利斯 美国纽约 英国伦敦 通过考虑全球交易市场和使用情况的趋势和增长,无论是加密还是其他方式,公司都可以评估他们应该在哪个国家开始或增加营销和业务活动而努力。 如何为新的读者本地化交易材料 一旦公司决定在新地区开展业务,创建本地化策略并确定以下事项极其重要: 需要翻译什么? 是100%的翻译工作,还是公司生态系统中仅需要翻译的部分? 这归结为用户旅程。 大多数公司选择全有或全无的方法,来确保用户不感到困惑(例如全部使用瑞典语或使用英语保留内容)。 将使用什么软件或云工具来自动化翻译过程并确保顶级质量? 将创建内部本地化团队还是使用本地化供应商? 为了确保一致性和正确的消息传递样式,公司还必须创建样式指南和词汇表。 两者的构思都需要时间,但值得去做。 样式指南需要包括以下元素: 基准指南-是否使用既定的样式指南 目标受众 风格 音调 声音 格式化 品牌个性 避免使用的词汇(例如,为了避免使用“加密”一词,一些公司称其为数字资产或其他替代品) 词汇表包含产品所需的所有术语,并且需要一致使用。 这为公司提供更加精简的形象,同时避免了任何误解。 当涉及到翻译软件,网站,应用程序或营销材料这些方面,与语言服务提供商合作可以为公司节省很多麻烦,尤其是那些缺乏国际化经验的公司。 交易目标受众 贸易公司大多明确他们的目标受众,应该将其纳入本地化策略。通常分成两类:新手和经验丰富的交易员。两者都需要以不同的方式处理: 对于新手,文本中使用的样式和术语必须简单明了。 任何人容易理解的那种类型。 让客户会感到迷惑会让他们无处可去并离开。 另一方面,高级交易者不需要你为他们笨拙地解释每个小的财务条款。 而是期望技术术语和贸易分析能够提供所有信息,没有掺杂的信息。 直截了当,就像交易信号一样开始去赚钱。 关于加密货币还有更多的目标受众,例如新手,流浪者,经验丰富的交易员,以及来自其他市场的交易者。为了创建更有效的消息传递,可以对每一种方式进行不同的处理。 选择合适的本地化团队 有些人会试图采用简单但却会带来灾难性的方法来使用机器翻译工具(例如谷歌翻译等)来进行翻译工作,而没有咨询专业人士。 这可以在某种程度上起作用,但是要冒着文本难以理解且质量堪忧的风险最终会让很多有价值的客户望而却步。 推荐的途径是与语言专业人士一起以内部本地化团队的形式或与外部本地化供应商的形式展开合作,他们也对你所交易的市场有深入的了解。如前所述,沟通越好 ,存入,交换和交易的金额越高,最终为公司带来更多的收益。 我们在Alconost已经本地化了1,500多个项目,创建了1,000多个视频,并发起了数百种多语言广告活动。 我们很荣幸能与各种客户一起工作-从独立开发人员和小型团队到主要客户,例如JetBrains,Microsoft,Kaspersky和Bitrix。 您可以通过Smartcat或我们的网站与我们取得联系。 最后,你认为金融科技公司如何更好地实现本地化并接触到他们的潜在客户?

以上中文文本为机器翻译,存在不同程度偏差和错误,请理解并参考英文原文阅读。

阅读原文