Archive for August, 2010


Machine Translations: Can Google Translate Parlez-vous français for Your Web Site?

Friday, August 13th, 2010

For years when people asked me about creating translations for their web site I suggested that if it was critical to their business they hire a translator to create secondary pages on their site in the languages they were targeting, especially if their site was full of jargon or idioms. (“Idiom, sir?”) There are plenty of examples of bad translations out there, be they machine or human created:

  • Our Mongolian hotpot buffet guarantees you will be able to eat all you wish until you are fed up.
  • Specialist in women and other diseases.
  • Poo Ping: Thai Cuisine

are just a few of the examples I found online. However, recently I had been reading that Google and other companies had made some giant steps forward by reading human translated documents (often from the UN) and comparing them for better understanding context and language.

So, when Goldbelt Tours, a client of ours, asked for affordable translation we tried Google Translate.

Here is the original page:

At the bottom is the translate bar:

And I chose French:

I especially like the “Contribute Better Translation” feature:

So, does it work? Well, I translated some of the French translation back into English:

Original English:

See it all, do it all, above it all.

Soar to new heights in scenic adventure aboard the Mount Roberts Tramway, Juneau’s top attraction, and experience the best Alaska has to offer.

Translated French:

See it all, do it all, above it all. Voir tout cela, tout faire, par-dessus tout.

Soar to new heights in scenic adventure aboard the Mount Roberts Tramway , Juneau’s top attraction, and experience the best Alaska has to offer. Atteindre de nouveaux sommets dans l’aventure à bord du pittoresque Roberts Tramway du Mont, Haut attraction de Juneau, et l’expérience le meilleur de l’Alaska a à offrir.

Translated English:

See it all, do it all, above everything.

Reaching new heights in adventure on the picturesque Mount Roberts Tramway, Juneau’s top attraction, and experience the best Alaska has to offer.

Final Decision:

Not bad. Now, I wouldn’t want some life saving device instructions translated through Google Translate for fear of being over or under medicated, or ending up with a defibrillator paddle being used on my butt, but for most non-jargony web sites that need to reach an international audience, Google Translate might be the right tool for you.

Rich Brooks
Veillez à suivre Rich Brooks sur Twitter tweets pour son habile.

(Translated back as “Be sure to follow Rich Brooks on Twitter tweets for his skillful.” Apparently there’s still work to be done.)


Optimizing Landing Pages – MarketingExperiments Webinar

Wednesday, August 11th, 2010

HAND IN HAND IS THE ONLY WAY TO LANDJust finished listening to a webinar on optimizing landing pages put on by Flint McGlaughlin of MarketingExperiments. There was some great information in it–some I heard/knew, and some was new to me. Whether you’re looking to increase the leads your web site is generating or to sell more online, there was some sound advice when it comes to landing pages.

BTW, landing pages could be considered any page on your site, but for the purpose of this webinar the focus was on pages designed to get someone to take a desired action, such as request a quote, sign up for an email newsletter, etc. Although not necessary, these pages might be outside the normal navigation of the site, and only linked to from an ad or banner on another page.

  • Don’t overwhelm people with form fields. Keep them as minimal as possible, asking as few questions as possible.
  • Look at value vs. cost in the eyes of your prospects. If the cost (whether it’s time, effort or price) outweighs the perceived value you’re going to fail.

How do you fix this? Reduce the perceived cost and increase the perceived value.

You can reduce the perceived cost by reducing friction. Friction might come from unnecessary length or difficulty on the landing page. Look at your landing pages now. Is there too much text? Too much scrolling? Too many pages to purchase?

You can further decrease perceived cost by quickly answer the visitor’s questions:

  • Where am I?
  • What can I do here?

According to Flint you have “four inches and seven seconds” to answer these questions. If you don’t, your visitor will click the back button and you’ll lose the lead. When someone firsts gets to your landing page there’s a moment of disorientation; confusion is a big contributor to friction, so answering these two questions immediately will increase your conversion rate.

The next big fix is to increase the perceived value of your offering. Do this by identifying and communicating key factors that differentiate your from your competition. Use specific, quantitative & “instantly credible” language. Even if you’re not going head-to-head with your competition, you should still try and be as specific as possible.

I sometimes struggle with this (specificity) myself for our own landing pages. Do our web sites have 4x the awesome sauce of our competitors’ sites? Will signing up for our email newsletter make you 176% more smarterer? I’m still working on those metrics.

Some other bon mots I wrote down:

  • Lose all caps in your headlines…difficult to read and frustrating to visitors.
  • Use a strong headline; big, bold and dramatic.
  • Include at least one paragraph of text, w/bold and/or italicized text to highlight the important ideas. This paragraph needs to overcome the natural cynicism of anyone surfing the net.
  • Use images that draw the eye to the text, not that compete with it.

OK, now I’m off to optimize some of our pages and try some A/B split testing on them. Wish me luck!

Rich Brooks
176% Smarterer

Photo credit: Niffty


Nationwide Research Company Launches New Site

Wednesday, August 11th, 2010

Last week we launched a new web site for Nationwide Research Company (NRC), a source for court documents and archived records.

NRC’s services include document retrieval, on-site searches, corporate research, case monitoring, chapter 11 filings and more. In short, if you need documents, this is your one-stop shop.

NRC wanted to have the ability to add, edit and delete content on their site as needed, so we built the site on WordPress, an open-source blogging/content management system (CMS). Now they can log in and update information as they need to, without having to run everything through some pricey web developer. (Sniff!)

With offices on both the left and right coast, that also helps keep down costs as they don’t need to buy multiple copies of HTML editing software for multiple people; instead any modern browser will allow them to keep the information on their web site fresh…something the search engines (and your customers) love to see.

If you need court documents or chapter 11 filings, be sure to check out Nationwide Research Company. If you need a custom-designed web site on a content management system, we’d love to answer your questions.

Rich Brooks
WordPress Design


The Visa Business Network Takes Flyte

Wednesday, August 11th, 2010

Yeah, sorry about the pun. The original title of “The Visa Business Network Launches Today and Features the Flyte Blog in It’s Library Section” didn’t seem as crisp.

Today the Visa Business Network officially relaunched. As the press release states, VBN is an

online community that helps small business owners manage their businesses more efficiently, connect with and gain insight from peers, and ultimately grow their business. Now, small business owners can easily interact with peers in a collaborative way allowing them to get personalized help on goals ranging from growing their customer base to managing their business.

There are currently over 100,000 VBN members, and the new site features business toolkits, mentor programs, a Q&A forum, content ranking and more.

So, besides flyte’s love of everything small business-y, why are we talking about VBN? Well, our humble little flyte blog is featured in the VBN Library!

Apparently my note about putting a link on the home page hasn’t been acted upon yet, but you can check out the flyte blog feed here.

If you’re looking for additional help in growing your business you should check out the new revamped Visa Business Network.

Rich Brooks
Card Carrying VBN Member


Measuring Conversion Rates At Your Web Site

Monday, August 9th, 2010

Whether you have an e-commerce site or a lead generation site, you can’t know if it’s successful unless you know its conversion rate.

Your conversion rate is simply what percentage of site visitors take a desired action on your site. That might include:

  • Signing up for an email newsletter
  • Completing a contact form
  • Making a purchase
  • Leaving a comment on your blog
  • or anything else that’s measurable and leads to a sale (or whatever your business or organization goals may be.)

To succeed on the web you need to drive more qualified leads to your web site and convert more of that traffic into business. Too many people focus just on increasing traffic, but without improving your conversion rate those visitors will flow in and out of your web site like water through a sieve. Most businesses would be better served to increasing their conversion rates rather than spending money on advertising.

In this month’s flyte log we take a look at 6 Reasons Your Conversion Rates Are So Low. If you’ve been struggling why your web site isn’t generating more leads or more sales, be sure to check it out. And if you’re still struggling after reading the article, please feel free to contact me. We can take a look at the web site and make some recommendations to improve both your online visibility and your conversion rates.

Rich Brooks
Conversion is King


Web Site Design: The Ugly Baby Syndrome

Monday, August 9th, 2010

Baby SwanOn more than one occasion a person will tell me that they’ve received a lot of compliments on their web design. This in spite of the fact that their home page has cheesy animation, seventeen different fonts, and is a big, hot mess.

The thing is, when was the last time you told someone they had an ugly baby? Now, some people may argue that there’s no such thing as an ugly baby. Those people are wrong.

The bottom line is, even when confronted with a baby who–let’s just say–hasn’t come into their cuteness yet, we don’t let on to the proud parents. We still compliment the baby, and in really rare cases, we might compliment some other aspect of the baby. “What a healthy looking baby!” or “What a head of hair!”

The people who come to your web site and don’t like the design, or are confused by the navigation, or frustrated by the site rarely stick around to tell you. They’re in a hurry to get their questions answered, or rent a lake house, or buy a new stereo at your competitor’s site.

While web design is more than just how pretty your web site is–functionality, ease-of-use, and conversion all play a part–design impacts how people perceive your business and often dictate their first impression of your company.

So, is your web site ugly? I can’t comment on that, but what a head of hair it has!

Rich Brooks
Recovering Ugly Baby

Photo Credit: Amy Friese


Sites for Movie Reviews, Times & Settling Debates

Monday, August 2nd, 2010

In another hard hitting segment on 207, we take a look at movie review sites, trailer sites, apps for finding a movie near you, and how to settle any movie debate in seconds flat.

Watch the original segment on the 207 site or down below.

Rich Brooks
Despicable Me