Ortofon increases conversion rate by 154% using AI Translator

What is AI Translator?

AI Translator is DTAILS' proprietary translation solution for Shopify, which automates and quality-assures the entire translation process—from collection and product texts to blogs and metafields. Unlike generic translation apps, AI Translator combines intelligent machine translation with brand-adapted guidelines, glossaries, and tone of voice. The solution ensures that technical terms are handled correctly, important words are retained in their original language, and language versions always follow changes in the shop, completely without manual work. The result is translations that hit the mark linguistically, technically, and brand-wise—with significantly faster time-to-market and higher quality than traditional methods.

The previous translation process was manual, slow, and difficult to scale. It took an entire year to translate just 12 percent of the content, and maintaining a consistent tone of voice was a challenge.

At the same time, the local markets had specific demands. In Germany, using the correct form of address with Ihr and Euer was crucial to hit the right tone. Certain English terms like Stylus must never be translated, while others like Cartridge needed to be rendered with precise terms such as Tonabnehmer.

The technical complexity in Shopify, with HTML, JSON, and brand names, also made it necessary to ensure that nothing was inadvertently altered. And in order to achieve visibility in local search results, the texts had to be tailored to local search habits, for example, “hifi accessories” to “plattenspieler zubehör.”

Overall, it was both time-consuming and resource-intensive to ensure translations that were accurate, brand-faithful, and search engine optimized - and this slowed down the pace of international scaling.

Following the implementation of AI Translator, Ortofon experienced significant improvements in both traffic and conversion rates across various markets. In Germany, the first market to see the change, the conversion rate increased by 154% and organic traffic by 157% (YOY, sources: Shopify Analytics and Google Search Console). In France, where the solution was implemented shortly thereafter, the conversion rate rose by an impressive 371%, while organic traffic grew by 101% (YOY, sources: Shopify Analytics and Google Search Console). These results clearly demonstrate how an intelligent, AI-driven translation process with clear guidelines and local adaptation can drive measurable growth in new markets.

In addition to growth in traffic and conversion rates, AI Translator offers the following benefits:

Much faster time-to-market: From 12% translated in 12 months to everything translated in 2-4 weeks
Significant savings: If Ortofon had outsourced everything to an expensive agency or insisted on doing it manually, the costs would have spiraled out of control. Now, they can manage future translations within the same system.
Scalable system: Once English to German is handled, why not French, Spanish, or Japanese? The basic formula is the same; we just need to tweak some language settings.