SDL Powers China Eastern Airlines’ Global Online Strategy

Conversion Rates Increase 300% in First Four Months

Beijing, China
11/2/2017 1:00:00 PM

SDL today announced that China Eastern Airlines, one of the three major airlines in mainland China, serving over 100 million passengers globally per year (ranked 7th globally), has selected SDL’s technology to power its digital expansion plans, helping to overcome the language and cultural challenges involved in engaging with new international consumers.

China Eastern wanted to distinguish itself from other Chinese national airlines on the global stage, as well as improve conversion rates, retain website visitors and create a window into its range of services.

Using SDL’s web content management platform and SDL Translation Management System (TMS) China Eastern relaunched its main website (, along with 14 local country websites (across nine languages). The technology allows it to create and localize experiences for consumers in their own language. This also means that China Eastern no longer needs to engage with third party affiliates or agencies.

“In today’s global digital environment, it’s essential that businesses maintain strong global connections with customers,” said Allan Hall, Chief Revenue Officer, SDL. “We are proud to provide China Eastern Airlines with the ability to not just reach – but connect and communicate with people on a local, personal level.”

SapientRazorfish delivered the design prototype for in just eight weeks. Within four months of the website launch, China Eastern achieved impressive results – including an increase in conversion rates by 300% and unique views by 19%, as well as a bounce rate reduction of 37%.

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RWS Holdings plc is a unique, world-leading provider of technology-enabled language, content and intellectual property services. Through content transformation and multilingual data analysis, our combination of AI-enabled technology and human expertise helps our clients to grow by ensuring they are understood anywhere, in any language.

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