Why should you localize your website AND speak to your users in their native language?
Localization describes the process of adapting a product to a specific language or culture so that it seems natural to that particular region. True localization extends beyond simple translation, and includes language, culture, customs, technical and other characteristics of the target locale (1).
The web has opened doors to new international markets, and created a global platform for communication, collaboration, and expression. While making information available in other languages and taking cultural differences into account requires good planning and execution, for the benefits to be profound you need to engage with your users in their language too.
Research Supporting Localization (2)
Nearly 30% of the U.S. economy is now engaged in international trade.
50% of U.S. growth since the end of the recession in 2009 has come from exports.
Globally, 72.4% of consumers are more likely to buy a product with information in their own language.
56.2% of consumers say the ability to obtain information in their own language is more important than price.
A 5% increase in customer retention rates can increase profits from 25% to 85%.
How Does Localization Lead To Growth?
By using consumers’ preferred language and factoring in cultural norms, companies are able to dramatically increase their market size and potential revenue.
Benefits of localization:
Make products and services available to a larger audience
Increase customer confidence in the product or service
Decrease likelihood of market loss from a competitor
Increase customer retention through community building among groups who share a language and culture
Better Search Engine Optimization (SEO) with regional search engines
“This year, a company will be able to speak to 80% of all internet users by translating content to 11 languages.” (3)
When choosing a localization strategy, businesses should consider financial implications in addition to quality requirements. Before translating and localizing your website, it’s important to determine in which locales your efforts are most likely to provide a good return on investment. Will you translate to spanish, portuguese, or other languages/markets? The next step is to begin the localization process for those markets.
4 Steps to Localize your business:
Ensure your localization strategy is consistent with your brand
Put in place the tools to translate dynamic content (emails, on F.A.Q., forums and social media.)
The first step in localization is translation into the target language. That’s now easier than ever with Unbabel’s translation solution. Unbabel is able to achieve a cost-effective, reliable translation by combining machine-powered with human-powered crowd translation methods. Every text is reviewed by at least three native bilingual speakers to ensure accuracy.
In presenting your brand to another country, it’s often necessary to adjust the tone of your messaging as well as visual and text presentation. Different locales place importance on different factors. For example, while some countries appreciate in-depth explanations, others prefer a strong visual. Some cultures are primarily focused on individual gain, while others value the advancement of the whole.
It’s important to consider your branding in the localization process. In creating your marketing strategy, decide where you want to prioritize localization and where maintaining your brand’s core messaging is essential.
From the moment your website is localized, users will expect you to speak their language. Make sure you have the tools in place to communicate with your users by email, on social media, forums, etc, so as to really increased retention rates. Unbabel can help you in those communication needs with seamless integrations using our API and simple translation requests by email.
PS: yes, we know, the unbabel.com website is not localized. It will be and we'll post here about how we do it! :)
GALA, “What is Localization?” (http://www.gala-global.org/view/terminology?page=5)
2 Rosetta Stone, “The Business Risks of Language Barriers” (http://corporate.rosettastone.com/content/business-risk-of-language-barriers-infographic)
3 Chief Marketer, “5 Tips to keep your global website strategy on track” (http://chiefmarketer.com/web-marketing/5-tips-keep-your-global-website-strategy-track)