Words are usually the most important content on a website. But not any old words will do. Words are there for a purpose. On most websites, words are there to help people accomplish a task; to make a decision, buy a product, or access services or information. In his book Killer Web Content[1], Gerry McGovern outlines several key considerations for developing content, with a particular emphasis on knowing your users’ tasks, and the language they use to understand those tasks.
These considerations work: many of our clients have modified their web content to be more user-centric and have seen these changes help users be more successful on their top tasks. However, we’ve noticed in many projects that French-language web pages don’t seem to test as well as their English-language counterparts.
The reasons for lower performance of French-speaking participants are difficult to pin down, but we have noticed a few common differences between the English and French versions of web pages which may contribute to this lower performance. Let’s examine three issues we’ve observed contributing to this phenomenon.
Content length
We compared the total word count and character count of a few different websites on which we’ve done work in the past, comparing the English and French versions of the same page.
| Page | En Words/Characters | Fr Words/Characters |
Increase in FR content length |
| Page A | 472 words 3385 characters |
663 words 4575 characters |
40% more words 35% more characters |
| Page B | 424 words 3039 characters |
575 words 3981 characters |
36% more words 31% more characters |
| Page C | 241 words 1569 characters |
314 words 2185 characters |
30% more words 39% more characters |
| Page D | 285 words 1730 characters |
355 words 2420 characters |
25% more words 40% more characters |
In this group of pages, French versions had between 25-40% more words, and roughly 30-40% more total text (as measured by character count). Larger amounts of text will have a negative impact on task performance as users simply need more time to scan longer pages, and have higher chances of not finding the information they’re looking for.
Though French may inherently need more characters or words, there are certain translation choices which can help minimize the increased length. For example, the Canadian government’s Translation Bureau’s Le guide du rédacteur suggests the process of neutralisation to avoid having to write both masculine and feminine versions of nouns[2].
Word order
Word order is intrinsically different between English and French. From a UX perspective, the first few words of a heading, link, summary, or paragraph are critical. The findings of the Eyetrack III study[3] suggest that users only read the first few words of headings and summaries – and only continue reading if those first few words are engaging! If an English version of a page has important keywords in its headings, but the French version has a different word order which shifts those keywords into the 4th, 5th, or 6th position, then francophone users may not read them as frequently as anglophones. Similarly, users typically only read the first two words of items in a list, which makes those first words critical.
It’s hard to pinpoint to what degree word order alone may impact performance, but based on what we know about page reading behaviours, it is quite likely that users on French pages aren’t seeing keywords as quickly, nor as often.
Different capitalization norms
In general, French capitalizes fewer words than English, including days of the week, months of the year, languages and nationalities[4]. We’ve noticed that sometimes, the names of programs, events, funding opportunities, and other key items will have every noun in the name capitalized in English, but in French only the first noun (or none at all) will be capitalized. Le guide du rédacteur provides another good overview of how and when to capitalize words in French.
Capitalization is important – it makes key words stand out and guides the user’s gaze to important sections of text, especially within paragraphs. With fewer capitalized nouns to look for, francophones may have more trouble quickly finding the content they need.
Cascading impacts
The above issues do not exist in isolation. Rather, French content is often impacted by all of the above at once. Francophone users are faced with longer pages, with less obvious headings and summaries, with keywords near the end of links rather than the beginning, and fewer capitalized terms to easily locate when scanning a page.
The struggles experienced by francophones during these projects may reflect a broader frustration with multilingual websites, possibly impacting a large segment of the Canadian population. Though the proportion of Canadians with French as their first official language spoken is slowly declining, it is still projected to remain at roughly 20% of the total population for the next several decades. Furthermore, the proportion of Canadians with a mother tongue other than English or French is expected to reach up to 31% of the population by 2036[5]. Linguistic diversity in Canada will drive a need for effective multilingual content – a need which must be answered with a cohesive UX strategy.
Moving forward – Developing best practices
Translations in any domain can have significant impacts, whether the content be a nursing exam causing higher failure rates in francophone students[6], or a law with a single extra comma in the French version, shifting a court ruling[7]. It’s important to always consider the purpose of the words being written and translated – on a website. That purpose is to help people accomplish a task. The best academic translation from one language to another may not be the version that best helps readers achieve their goals. Words on a website should be measured not by their linguistic excellence or translation fidelity, but by the extent to which they help people achieve their outcomes.
Words on a website should be measured not by their linguistic excellence or translation fidelity, but by the extent to which they help people achieve their outcomes.
Recently, the concept of User-Centered Translation has been proposed by Suojanen, Koskinen, and Tuominen in their recent book by the same name[8]. They define UCT as a process in which “information about users is gathered iteratively throughout the [translation] process and through different methods, and this information is used to create a usable translation” (p.4).
Many things must be considered for truly User-Centered Translation, including some particularly critical steps:
- Defining, describing, and involving the end-users, possibly even before beginning the translation effort.
- Consideration of user mental models and how they impact translation and word choice.
- Evaluation and testing of the translation throughout the process, especially early in the translation to ensure that the translation is usable by the intended linguistic population.
Other components comprise the full UCT framework, but these points above will resonate with any content creator or owner looking to improve the usability of their webpage – simply meshing long-held UX practices with translation efforts will go a long way. Translating English into French, or any other language, is not enough – the users must be central to the process of multilingual content creation at every step.
Special thanks to Sarah MacNeil, an Ottawa-based translator, for her advice and input into this article.
- Killer Web Content, Gerry McGovern, 2006. Amazon: https://www.amazon.ca/Killer-Web-Content-Deliver-Service/dp/071367704X
- Le guide du rédacteur https://www.btb.termiumplus.gc.ca/tpv2guides/guides/redac/index-eng.html?lang=eng&lettr=chap_catlog&page=../srchparbychap
- Eyetrack III: What News Websites Look Like Through Readers’ Eyes
https://www.poynter.org/news/eyetrack-iii-what-news-websites-look-through-readers-eyes - Le guide du rédacteur https://www.btb.termiumplus.gc.ca/tpv2guides/guides/redac/index-eng.html?lang=eng&lettr=chap_catlog&page=../srchparbychap
- Infographic: Language Projections for Canada – 2011 to 2036 https://www.statcan.gc.ca/pub/11-627-m/11-627-m2017003-eng.htm
- Des députés fédéraux se penchent sur les lacunes de l’examen des infirmières diplômées https://ici.radio-canada.ca/nouvelle/1102639/examen-infirmieres-comite-langues-officielles-ottawa-raymond-theberge
- Rogers’ comma victory found in translation
https://www.theglobeandmail.com/report-on-business/rogers-comma-victory-found-in-translation/article18143549/ - User-Centered Translation, Tytti Suojanen, Kaisa Koskinen, and Tiina Tuominen, 2015. Amazon: https://www.amazon.ca/User-Centered-Translation-Tytti-Suojanen/dp/113879550X/
