66% increase in bookings, translation turnaround time cut by 50%: Welcome Pickups case study
Welcome Pickups localized all of its SEO content quickly using Smartcat’s enterprise language AI platform and achieved a huge spike in bookings.
Achieved results
66%
increase in bookings
50%
translation turnaround cut by
Overview
Website translation is a huge feat that can sometimes seem daunting from the start, especially if your aim is to translate numerous languages with strict deadlines and achieve effective international SEO throughout all domains.
Welcome Pickups is a provider of personalized transfer services and tailor-made experiences in 99 destinations worldwide. It also works with an international network of established partners, such as Aegean, Crowne Plaza, and Novotel.
A decision to switch from a manual translation process to an automated, connected, and collaborative one when starting to using Smartcat’s enterprise language AI platform
With the aim to further scale and drive bookings upwards, Digital Marketing Manager, Nadia Anagnostopoulou, made the decision to switch from a manual translation process to a more automated, connected, and collaborative one when starting to use Smartcat’s enterprise language AI platform. The team also went back to the drawing board to strategize a new localization plan. With that, they hoped to cut down time to market, improve productivity, and save costs.
The Challenge
Manual translations were hard to manage and posed various issues
Nadia Anagnostopoulou has managed localization for the Welcome Pickups site since 2020, which, at the time, was partially translated into 12 different languages.
The goal was to translate all their existing SEO content into four languages, those being French, German, Italian, and Spanish by the end of 2022 as a means to help increase organic traffic – one of the brand’s main drivers – in these key markets.
Prior to 2020, much of the processes used by the company had been manual, which, according to Nadia, caused some confusion, avoidable errors, and potential security issues. The team needed better cross-team collaboration to make the project more manageable and cost-effective.
The Goal
A simple-to-use, secure translation solution for scalability and teamwork
The company took time to strategize before launching the translation process. Here’s how they did it:
1
Prioritized what website content needs translation immediately.
2
Determined translation priorities based on market sizes.
3
Measured success based on an increase in bookings from the localized pages.
4
Hired and trained two localization specialists per language to oversee the project.
5
Measured success based on an increase in bookings from the localized pages.
6
Built a glossary and translation memory to streamline future translations.
Solution
They needed a tool that offered integrations for continuous translations
There were two key challenges:
1
Welcome Pickups uses WordPress plugins and also updates its site content regularly.
2
Therefore, they needed a tool that could accommodate both. This led them to Smartcat’s enterprise language AI platform, which offers many custom integration options, including WordPress.
Results
66%
increase in bookings
50%
translation turnaround cut by
During the third month of the project, the COVID-19 pandemic started. For a travel company, that meant budget cuts delayed the project until early 2022.
However, now that they have incorporated Smartcat’s collaborative AI-human workflow, the company has seen their translation process cut in half, saving the company circa $32,000 in Q1, Q2, and Q3 2022 alone.
Nadia Anagnostopoulou
Digital Marketing Manager at Welcome Pickups
Additionally, the company's bookings which come via localized landing pages increased 66% from pre-pandemic levels, creating a 2% increase in overall revenue. In 2023, the company will start translating into its Tier 2 languages using Smartcat.
The Takeaway
Localizing a website is key to building your audience and growing your business.
In order to set the stage for a multilingual audience and deliver the highest quality of multilingual content translation, companies need to work with a dependable, secure, and easy-to-use enterprise language AI platform like Smartcat.
It also requires easy onboarding for staff members, continuous workflows, and integrations with many automation possibilities.
It also requires easy onboarding for staff members, continuous, collaborative AI-human workflows, and integrations with as many automation possibilities.
As such, Welcome Pickups was empowered by Smartcat’s AI’s intuitive, enterprise-secure translation platform to fulfill its strategy and surpass its goals. Join Welcome Pickups in their growth success! Head to the Enterprise Starting page to expand globally.
Head to the Enterprise Starting page to expand globally