Why your localization efforts are not converting
If there’s one thing that I can’t stress enough when it comes to localization is to make sure you’re measuring your results. Is your localization strategy effective? Is it converting and bringing in more sales, app downloads, profits, growth, etc?
A lot of companies do localization in a very “automated” way, as if they were on autopilot. By “automated” I don’t necessarily mean that they use machine translation (even though some do), but I’m referring to the fact that all they do is produce content in the source language and put it out translated in different languages. And THAT-IS-IT. Fast forward a few months and perhaps teams start asking why localization hasn’t converted as much. Here’s why:
1) It’s an afterthought: Your company is treating localization as an afterthought, something that is seemingly simple and is not going to take up a lot of time. Stakeholders need to understand that localization is not just about sending translation requests and receiving translated files back. We need to have a shift in the way we perceive the value of localization, and how it can hugely influence customer experience and satisfaction.
2) Lack of cultural understanding: Your content follows the “one size fits all” approach, meaning that it will not resonate with your target audience, resulting in loss of potential sales in that market. Your target consumers will feel disconnected from your brand and will not buy your product or service.
3) No allocated budget: Failing to understand how much money you’ll need to implement your localization strategy can lead to poor results. Analyse each step of the process and its costs, but never go for the cheapest option available - in the localization world this usually equals poor quality. For example, while machine translation will cut costs, be mindful of where you use it as this could lead your company to having to re-localize everything due MT unsuitability for that content type.
4) Inadequate market research: Without thorough market research on the target market’s needs, preferences and behaviours your strategy for international growth will likely fail.
5) Unsuitable marketing strategy: The marketing strategy that worked in your core market may not have the same impact in the target market. Different regions need different approaches - again, avoid the “one size fits all” model.
6) Technical challenges: Evaluate where you’re at with your localization efforts and see if your target market has the technology and infrastructure to support your product or service.
7) Overlook user experience: Is your product or service fully usable in the target locale? Overlooking elements like currency adaptation, different date formats and so on can hinder your progress and will turn away potential customers.
8) Lack of testing: You may have the greatest product or service but if you’re not testing it properly in and for the local market all your localization efforts will be to no avail. In order to be successful it needs to work properly and meet local expectations.
9) Inconsistent branding: Your brand identity needs to be strong and recognisable. If the English version of your brand feels completely different from the Italian one you’ll unlikely win in the target market.
10) Lack of local input: Work alongside local experts, specialists and partners who can give you valuable insights into cultural norms, market trends and consumer preferences and behaviours.
For you to be successful in the target market you’ll need to reverse engineer the points discussed above - only then will you have an effective localization strategy that converts and brings in sales outside of your core region.