Столкнулся с проблемой при переводе сайта компании на английский. Думал, что достаточно просто перевести текст, но результат получился странный. Какие есть подводные камни? Что важно учесть кроме языка?
In a past project with a Russian e-commerce client, perfectly translated product pages underperformed. By analyzing log files, I uncovered that long Cyrillic parameters in their URLs were transliterated, adversely affecting their crawl budget. Additionally, English search terms differed significantly; for instance, ‘Ремонт телефонов’ translates directly to ‘phone repair,’ but users searched for ‘cell phone fix’ much more frequently. Consequently, we opted to completely restructure the content rather than simply translating existing material.
We had a Russian beauty brand that bombed with their email welcome series - engagement was awful. Turns out we’d just translated the US content, but Russian customers actually want detailed ingredient breakdowns and technical specs. Americans just want to know how it’ll make their life better. Once we kept the same automation but rewrote everything for Russian preferences instead of translating, opens shot up 60% and conversions doubled in a month.
Worked on campaigns for a Russian fintech moving into the US - their direct translations tanked CTR by 40%. Russian ad copy is way more formal and lists features, but English audiences want benefits and casual messaging. The whole cultural context around buying decisions was different, so we scrapped translations and rebuilt everything from scratch.
We handled social media for a Russian tech startup trying to break into Western markets. Their translated posts bombed - zero engagement despite decent follower numbers. Social listening showed us the problem: their formal Russian tone came across as cold and corporate to English-speaking audiences. Game changer was when we stopped translating and started building two completely separate communities instead. Engagement shot up 300% once we tailored the communication style to each culture.
We’re a Russian SaaS company that just entered Europe, and our homepage was a disaster after translation. In Russia, we’re used to longer, detailed value propositions - but German prospects found it overwhelming. The fix? We studied what competitors were doing and completely rewrote our main messaging. Instead of explaining every feature, we focused on solving specific pain points with short, punchy copy.