Slator: Stripe Says Lack of Translation Most Common Error in European E-commerce
Online payment portal Stripe (which also powers Slator’s e-commerce store) found the lack of translation to be the most common error during customer checkout at the top 450 European e-commerce websites.
The most common error: 74% of checkouts did not have local language translations when customers located elsewhere in Europe tried to make a purchase, and failed to offer the most relevant payment options for international customers.
(The other errors: 42% of Europe’s e-commerce sites did not auto-verify the card number as it was entered and 45% did not confirm the card type when the card number was entered.)
The most likely to be translated into other languages were checkouts in the Netherlands; although these lacked local payment options, the study said.
To localize the checkout experience, Stripe recommends that, first, websites identify the top countries into which they want to sell, and then localize the experience by translating the checkout page.