Adapting titles of domestic items for Webinterpret

Now that you have decided to use Webinterpret solutions, it’s highly advisable to prepare the titles of your original listings for automatic translation. Webinterpret’s Adaptive Translation System (ATS) is quite sophisticated, but adapting titles – the most important element in search queries – to its logic will improve the translisting process and result in better sales performance on international markets.

The first thing you need to understand is that ATS is automated, and despite it specializing in ecommerce terminology, it might not grasp the essence of your title like a human translator would. It will translate expressions based on what it determines is the best fit for a particular item category using previously translated expressions. Here are some tips on how to adapt titles:

  • Write original item titles as concisely as possible. Do not use expressions that have homonyms or homographs. In other words, do not use expressions that have double meanings. The word “point”, for instance, might have different definitions. It can mean tip, direction, location, mark, etc. Try to use a word that doesn’t have alternate meanings when possible.
  • Write the most important words and expressions at the beginning of the title. ATS might strip words to meet a platform’s character limitations, and words at the end of the title are considered more expendable than those at the beginning.For example, do not write a title as follows: “Brand new controller (white) with motion sensor plus for the Nintendo Wii”. Instead, write it as follows: “Nintendo Wii controller motion sensor plus (white). “Nintendo Wii controller” are more important words than “motion sensor plus”, and especially more important than “white”, that’s why they were put at the beginning even if adding “white” at the end sounds a little odd. With ATS, function is more important than form.
  • In case you haven’t noticed, we remove the expression “brand new” in the proper title example. Items on many platforms like Amazon or eBay use each platform’s settings to identify if an item is new, used or refurbished, so such expressions are redundant. ATS might strip those title details to meet a platform’s character limitations.
  • ATS will remove useless terms like “wow”, “awesome”, “the best”, etc.
  • ATS will remove emoticons and symbols like hearts, stars, etc.
  • ATS will remove sizes from titles, brand names and part numbers, but only if they are mentioned in the item specifics and as a last resort to meet platform character limitations.
  • Country marketplaces have different tile rules. For example sizes aren’t converted for every category.
  • We try to keep the original title’s capitalization but we can discover and keep only some limited patterns like:
    • All letters in words are capitalized NICE SKIRT
    • First letter is capitalized Nice skirt
    • Brands
  • We try to convert dimensions for every category but we do it based on patterns. If we can not discover common pattern of dimension we will not convert it.
  • Abbreviations – are made of lower caps and aren’t translated.
  • Titles can be sent to human retranslation by support team, when there is an error in translation.
  • Sizes are only removed from the title if there is no more room (last resort), but only if sizes are mentioned in the item specifics and other parts.

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