Our world is diverse and multilingual. Although English is the most commonly used language in business, it is not used everywhere on the internet. English-language internet users account for only roughly 26% of all internet users.
CSA Research, a content and language services organization, published “Can’t Read, Won’t Buy” in 2020, detailing people’s sentiments regarding utilizing products in their native language against other languages.
The CSA polled 8,709 customers in 29 countries, and the results were eye-opening, albeit perhaps not as shocking to someone in the content industry:
Given these findings, it is clear how critical competent translation and localization are for boosting international revenue—and for usability in general. Users strongly prefer reading and communicating in their language. To properly engage with customers from all over the world, you must evaluate the influence of localization on user experience. And here, professional localization services can come in to help.
Localization refers to adapting products, services, or content to a particular country or region. Localization is more than just translating material into multiple languages; it is also about considering a user’s cultural context and how that may affect their experience with a product.
Here’s an example from actual life: Did you realize that each country has its keyboard? Because of language and cultural differences, not only is the arrangement of the letters varied, but so is the positioning of the functioning buttons.
Localization tailors the experience to the audience’s location. But what exactly does that mean? Some product features must be adjusted depending on the country it is being launched, while others will remain unchanged.
This method is becoming more common for product teams as products and services grow globally.
Inside Out, a film created by Pixar is an excellent illustration of globalization in action. Riley, the primary character of the film, is a young girl who is learning to manage her emotions. Her father spends much time daydreaming about sports. To make the scene more accessible to international viewers, his imagined sport was altered from American hockey to soccer (football). In total, 28 visuals were localized for specific markets throughout 45 different images.
How does localization affect products in other industries? Consider the following distinctions that occur just in the fintech industry:
These distinctions add up to a major demand for post-translation software change. The localization process reminds us that launching products in new global marketplaces requires more than just words.
ASOS, a British online apparel shop, is an excellent example of an effectively localized e-commerce platform. They support 19 currencies, accept ten different payment methods, and allow consumers to customize their experience by language and area. These selections control the language, the display of various product offers, and the payment methods.
Finally, the significance of localization on user experience cannot be overstated. When done well, localization improves usability, fosters trust, and ultimately increases user pleasure. Ignoring the significance of localization can result in a disconnected and unpleasant user experience, impeding a company’s potential to expand into global markets and interact with varied audiences.
You can engage with a global audience and position your service for success in the international market by selecting the proper localization service and investing in a well-executed localization strategy. Businesses must embrace localization as an intrinsic component of their user experience strategy to flourish in today’s linked world.