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Ecommerce retailers need to get their content right

There was a really great article on the BBC last week about how spelling mistakes on ecommerce sites can slash revenue in half.

Fair enough, it wasn’t exactly a highly scientific experiment (it was one businessperson modifying his site and interpreting his results which then made it to a press release…) but it was interesting nonetheless.

The exercise discovered that after correcting a spelling error on his site, his revenue-per-visitor doubled, which goes some way to showing the importance of getting the written word right.

And indeed, you can also relate it to the multitude of bad translations to be found across the web, hammering the point home that if your website reads terribly, nobody’s going to buy from it!

But don’t just take our word for it. Professor William Dutton, director of the Oxford Internet Institute at Oxford University told the BBC: ‘[Some] aspects, such as a home page or commercial offering that are not among friends raise concerns over trust and credibility. In these instances, when a consumer might be wary of spam or phishing efforts, a misspelt word could be a killer issue.’

So the logical answer would be to get it right in the first place! If you’re going to spend time and money on the SEO to drive traffic to your site, then at least make the effort to spell things properly, whatever language your site is in.

Here at Lingo24, our slogan is ‘love your language’, and we’re probably among the first people to cringe at spelling mistakes on websites. But when bad spelling can cause you to miss out on those all-important conversions, it’s about time everyone learned to love their language.

Pedants unite!


Lingo24 is a global translation company, with interests in marketing, e-commerce, product management and many other areas that are of relevance to our clients. We share news on our company performance, innovative technology solutions, exciting new hires and guest posts from some of our translators.

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