SDL Powers China Eastern Airlines’ Global Online Strategy

Conversion Rates Increase 300% in First Four Months

Beijing, China


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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About RWS

RWS Holdings plc is the world’s leading provider of technology-enabled language, content management and intellectual property services. We help our customers to connect with and bring new ideas to people globally by communicating business critical content at scale and enabling the protection and realization of their innovations. 

Our vision is to help organizations interact effectively with people anywhere in the world by solving their language, content and market access challenges through our collective global intelligence, deep expertise and smart technology. 

Customers include 90 of the globe’s top 100 brands, the top 10 pharmaceutical companies and 18 of the top 20 patent filers worldwide. Our client base spans Europe, Asia Pacific, and North and South America across the technology, pharmaceutical, medical, legal, chemical, automotive, government and telecommunications sectors, which we serve from offices across five continents. 

Founded in 1958, RWS is headquartered in the UK and publicly listed on AIM, the London Stock Exchange regulated market (RWS.L). 

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