As the world becomes more interconnected, consumers are seeking digital experiences that speak to them in their language. According to a survey conducted by the Common Sense Advisory, 76% of internet users are more likely to buy products from websites in their native language. Further, 40% don't buy if the website is not in their native language. Moreover, research indicates that customers spend more time on websites and apps that are available in their preferred language. In today's highly competitive digital landscape, businesses cannot afford to overlook the importance of multilingual digital experiences. Companies can expand their reach, improve customer satisfaction, build trust, and ultimately drive conversions and revenue with localisation. This is where website and app localisation play a crucial role. Localisation demonstrates a commitment to understanding and respecting local cultures, which can enhance brand reputation and loyalty.
What is Localisation?
Website and app localisation is the process of adapting digital content, including text, images, videos, and user interfaces, to suit the linguistic, cultural, and functional requirements of a specific target audience. Localisation goes beyond mere translation by considering cultural nuances, preferences, and local user expectations. The digital age has witnessed exponential growth in the use of smartphones, tablets, and other mobile devices, leading to a significant increase in app usage. The global language services industry is expected to grow by $5 billion, reaching $56 billion in 2021 with a CAGR of 5.3% from 2021 to 2026 (Source: Statista). Similarly, the internet has become an integral part of our daily lives, with billions of people accessing websites for information, products, and services. However, though 52% of all websites are in English, it only reaches 25% of all internet users (Source: Weglot). To tap into these vast global markets, businesses must prioritise localisation to create a personalised and engaging user experience for their international customers.
Tips for Website and App Localisation
1. Preparing for Website and App Localisation
A. Conduct Market Research and Identify the Target Audience.
Before embarking on the localisation journey, conduct thorough market research to identify target markets and audiences. App revenue can increase by up to 26% with proper localisation efforts (Source: Info Pulse). Analyse demographic data, language preferences, cultural nuances, and user behaviour in specific regions. Understanding the needs and preferences of the target audience will help tailor the localisation efforts to their specific requirements.
B. Analyse Cultural and Linguistic Nuances
Localisation is not solely about translating content word for word. It requires a deep understanding of cultural and linguistic nuances. For example, the European Commission stated that 90% of Europeans prefer to visit websites in their language even though Europeans, in general, are well-versed in English. Cultural considerations encompass customs, traditions, values, and symbols that may impact how content is perceived. Linguistic nuances include idioms, colloquialisms, and humour that may require adaptation for different languages and regions. Conducting detailed research and working with native speakers or cultural experts can ensure accurate and culturally appropriate localisation.
C. Create a Localisation Strategy and Timeline.
Developing a comprehensive localisation strategy is crucial for a successful and efficient localisation process. This strategy should outline the goals, target languages, resources, and timelines for the localisation project. It should also consider factors like budget, technology requirements, content management systems, and coordination with development teams. Setting clear objectives and creating a timeline will help streamline the localisation process and ensure its smooth execution.
D. Collaborate with Localisation Professionals or Agencies
To ensure high-quality localisation, businesses should consider partnering with professional localisation experts or agencies. Localisation professionals have the linguistic and cultural expertise required to adapt content accurately and effectively. They can guide translation choices, cultural adaptations, and technical considerations. Collaborating with localisation experts also allows businesses to leverage their experience, resources, and technologies, resulting in a more efficient and successful localisation process.
2. Plan the Localisation Process.
A. Content and UI Analysis and Assessment
To kickstart the localisation process, conduct a thorough analysis and assessment of the content and user interface (UI). This involves reviewing the website or app to identify all the elements that require translation or adaptation, like text strings, buttons, menus, labels, and error messages. It also includes assessing the UI design, layout, and functionality to determine if any modifications are needed to accommodate different languages or cultural preferences.
B. Extract and Prepare Content for Translation
Once the translatable elements have been identified, the next step is to extract and prepare the content for translation. This typically involves extracting the text strings from the website's or app's source code or content management system. The extracted content is then organised in a format that is suitable for translation, like a spreadsheet or a localisation management tool. Properly preparing the content streamlines the translation process and ensures accuracy and consistency.
C. Identify Translatable Elements and Non-Textual Components
Localisation goes beyond text translation. Therefore, identify and address non-textual components that require adaptation, including images, graphics, icons, videos, audio files, etc. Localisation professionals may need to recreate or modify these elements to align with cultural sensitivities, preferences, or technical requirements. Thus, businesses can create a truly immersive and localised user experience.
D. Prepare Style Guides and Glossaries for Consistency.
Maintaining consistency throughout the localisation process is vital for a cohesive user experience. To achieve this, businesses should create style guides and glossaries that define the preferred writing style, tone, terminology, and branding guidelines for the localised content. Style guides ensure linguistic and stylistic consistency, while glossaries provide a list of approved terms and translations specific to a business or industry. Sharing these resources with localisation professionals ensures that the translations align with the brand voice and meet the desired quality standards.
3. Translate and Adapt Content.
A. Choose the Right Translation Approach
When it comes to translating content for localisation, businesses have several options. They can choose between human translation, machine translation, or a hybrid approach combining both. Human translation, performed by professional translators, ensures linguistic accuracy and cultural adaptation. Machine translation, on the other hand, offers speed and cost efficiency but may lack a nuanced understanding of language and culture. A hybrid approach combines the efficiency of machine translation with the expertise of human translators for optimal results. Businesses should carefully assess their needs, budget, and desired quality level to select the most suitable translation approach.
B. Localise Textual and Non-Textual Elements
Localisation also involves adapting non-textual elements to suit the target audience. This includes localising audio-visual elements. These elements may need to be culturally adapted, replaced, or modified to resonate with the target market. For example, images depicting people, landscapes, or cultural references may vary across regions. Ensure that all visual elements are accurately localised to enhance the overall user experience.
C. Adapt Cultural References, Idioms, and Humour
Translating content requires adapting cultural references, idioms, and humour to suit the target audience. Literal translations may not convey the intended meaning or evoke the same emotional response. Localisation professionals have the expertise to identify culturally specific references and adapt them appropriately. Adapting idiomatic expressions and humour is also crucial, as what may be funny or meaningful in one language or culture may not resonate in another. Adhering to cultural norms and preferences helps create an engaging and relatable user experience.
D. Ensure Consistency in Tone, Style, and Branding.
Consistency is key in localisation to maintain a unified brand voice and user experience across different languages and regions. Ensure consistency in tone, style, and branding elements throughout the localised content. This includes adhering to the brand guidelines, using consistent terminology, and maintaining the same tone and voice as the source content. Consistency builds trust and familiarity with users, reinforcing the brand's identity across different markets.
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4. Test and Quality Assurance
A. Implement a Thorough Testing Process.
Testing is a critical step in the localisation process to ensure the quality and functionality of the localised website or app. It involves identifying and resolving any issues related to linguistic accuracy, cultural adaptation, the user interface, functionality, and the overall user experience. Implementing a comprehensive testing process is crucial to catching any errors or inconsistencies before launching the localised version. This includes setting up test environments, creating test plans, and allocating sufficient time and resources for testing.
B. Conduct Linguistic and Functional Testing.
Linguistic testing focuses on verifying the accuracy, readability, and fluency of the translated content. It involves checking for proper grammar, syntax, spelling, and punctuation in the localised version. Functional testing, on the other hand, ensures that the localised website or app functions as intended. It involves testing all interactive elements like buttons, forms, links, and menus to ensure that they work correctly in the localised version. Both linguistic and functional testing are essential to delivering a high-quality localised user experience.
C. Collaborate with Native Speakers for Review and Feedback
To ensure the highest level of accuracy and cultural adaptation, it is beneficial to involve native speakers from the target audience in the testing process. Their expertise can provide valuable insights into linguistic nuances, cultural appropriateness, and user experience. Native speakers can review the localised content, UI, and functionality and provide feedback on any areas that may need improvement. Their input helps refine the localised version and ensure that it aligns with the expectations and preferences of the target audience.
D. Address Issues and Make Necessary Revisions
During the testing process, issues and discrepancies may be identified that require revisions. It is important to address these issues promptly and make the necessary revisions to improve the quality and effectiveness of the localised content. This involves making adjustments to translations, modifying UI elements, updating cultural references, or fixing functional errors. Collaboration between localisation professionals, developers, and native speakers is crucial to addressing these issues effectively and ensuring that the final localised version meets the desired standards.
5. Technical Considerations
A. Adapt the User Interface (UI) and User Experience (UX) for Different Languages
This includes considering factors like text direction (left-to-right or right-to-left), font styles and sizes, button sizes, form fields, and layout adjustments. Adapting the UI and UX ensures that the localised version provides a seamless and intuitive user experience, regardless of the language or cultural context.
B. Handle Text Expansion and Contraction
Different languages have varying lengths of words and sentence structures, which can lead to text expansion or contraction. Therefore, account for these variations to prevent text overflow or truncated content in the localised version. Design elements like text boxes, buttons, and navigation menus should be flexible enough to accommodate longer or shorter text. Planning and leaving room for text expansion during the UI design phase can help avoid layout issues and ensure a visually pleasing and functional localised version.
C. Deal with Right-to-Left Languages and Non-Latin Scripts
Some languages, like Arabic, Hebrew, or Chinese, are written from right to left or use non-Latin scripts. Localising for these languages requires specific considerations. UI elements, navigation menus, and other text-based components must be adjusted to support right-to-left reading. Additionally, support for non-Latin scripts may require changes in font choices, input methods, and rendering systems. Understanding the technical requirements and implementing proper support for right-to-left languages and non-Latin scripts is essential for a seamless localised experience.
D. Optimise for SEO in Different Languages and Regions
Search engine optimisation (SEO) is crucial for driving organic traffic to a website or app. Hence, optimise the localised content for relevant keywords and search terms in each target language. This includes conducting keyword research specific to the target market, optimising meta tags, URLs, headings, and alt text for images, and ensuring proper language and region tags are implemented. Adapting the SEO strategy for each localised version helps improve visibility and organic search rankings in the respective markets.
6. Implement and Launch Localised Content.
A. Integrate Translated Content into the Website or App
Once the translated content is finalised and tested, it needs to be integrated into the website or app. This involves replacing the source language content with the translated content across all relevant pages and sections. Content management systems or localisation tools can streamline this process by allowing seamless integration and management of translated content. Ensure that all translations are accurately implemented and that the localised version is fully functional before proceeding to the launch phase.
B. Conduct Final Checks and Ensure Functionality.
Before launching the localised version, conduct final checks and ensure that the website or app is fully functional. This includes reviewing all localised content for accuracy, checking links, buttons, forms, and other interactive elements to ensure proper functionality, and validating that the user experience is consistent across different languages. Thorough testing at this stage helps identify any last-minute issues or discrepancies that need to be addressed before making the localised version live.
C. Plan for Ongoing Maintenance and Updates
Localisation is an ongoing process. Hence, plan for the maintenance and updates of the localised content. This includes considering factors like the addition of new features or content, updating translations as needed, and addressing any technical or linguistic issues that may arise. Establishing a clear process and timeline for ongoing maintenance ensures that the localised version remains up-to-date and aligned with the evolving needs of the target audience.
D. Monitor User Feedback and Make Iterative Improvements.
Once the localised version is launched, monitor user feedback and make iterative improvements based on user insights. Gather feedback from users in different markets, track user behaviour, analyse metrics, and leverage user feedback to identify areas for improvement. User feedback can provide valuable insights into linguistic nuances, cultural preferences, and user experience issues. Making iterative improvements based on user feedback refines the localised version over time and ensures that it continues to meet the expectations of the target audience.
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Conclusion
In the digital age, website and app localisation is crucial for businesses to reach a global audience and provide personalised experiences in different languages and regions. Effective localisation goes beyond translation and involves understanding cultural nuances, collaborating with professionals, and implementing a thorough testing process. Following best practices like conducting market research, adapting UI and UX, and optimising for SEO can create an engaging user experience that resonates with your target audience. Localisation is an ongoing process that requires ongoing maintenance, user feedback, and iterative improvements. Businesses can break language barriers, foster meaningful connections, and drive growth in the global marketplace if they embrace localisation. Ultimately, website and app localisation are essential strategies for businesses to expand their reach and thrive in the digital age.
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