Two key ideas influence a consumer’s final decision when making a purchase: convenience and reliability. However, when the content is not in the user’s native language, they become more challenging to achieve. According to CSA research, 65% of consumers prefer to buy products with information written in their native language – and 40% won’t even consider buying something if it’s only written in a language other than their own.
Based on these numbers, it’s clear that while English may be spoken everywhere and is accepted as a universal language for conducting business on and offline, your company should choose the language it uses for communication according to the audience you are trying to reach.
In a digital society like the one we live in, the globalization of markets is an inevitable reality. With the internet becoming omnipresent, eCommerce is flourishing in every corner of the world. This makes it easier for businesses to enter new markets beyond their borders.
But even though the internet makes it all sound really easy, conquering foreign markets takes time and a lot of knowledge and preparation. To sell abroad, companies need more than just social media profiles across platforms or even well-designed websites that anybody can visit. Successful international expansion of any business relies on various factors, one of which is localization.
The process of localization goes beyond the mere act of translating a website or the user manual for a product. It’s simply not enough to just translate the text into the target language. Instead, to successfully sell in a foreign market, businesses should hire a localization service provider that will help adapt their products, apps, user interface, website and marketing content, or any other information for the target market while taking cultural norms into account.
Companies aiming to expand in international markets must establish a robust localization strategy. For example, in a case study on Zendesk, they took advantage of machine translation to achieve a targeted and cost-effective approach to localization. Implementing machine translation post-editing (MTPE) ensures that low-traffic pages can get language support without compromising the quality.
Localization service providers consist of teams of translators, linguists, developers, designers, marketing experts, and other professionals who will adapt your product to different target markets in a language and format that feels natural to them.
1. Improve the user experience
Ease of use, accessibility, and even quality perceived by a consumer are all directly influenced by the language in which the product is consumed. This means that localizing the product for international audiences can have a significant impact on user experience. While customer support isn’t a localization service, it will be greatly influenced by localization, since it will impact how the audience perceives you.
2. Become relevant in the foreign market
Although translating into the target language is an essential step in the localization process for any product or website, it’s only one step in the process. Understanding the country’s culture, values, and traditions is crucial. By making a number of significant changes to your website, app, or product, localization services will make your brand feel more familiar and appealing to the new audience you are targeting.
3. Improve your competitive advantage
A lot of businesses mistakenly believe that just having an English version is enough, since so many people around the world speak the language. However, as mentioned previously, most people prefer to purchase from businesses that use their native language. Providing products and a website in the target language can set you apart not only from your international competitors but even from your local ones, especially if you offer better products and quality content.
4. Improve brand visibility and build a reputation
By catering to each customer and providing them with relevant content and resources in their native language, you can win their trust and develop lasting relationships. As more people learn about you, start trusting you, and become truly interested in what you have to say, your brand’s reputation will grow.
5. Increase sales
People are more likely to buy products that are offered in their native language. Translating and localizing your marketing content will help you reach more people, making it that much more likely to successfully sell on the new market. This means that by investing in localization services you will significantly increase your sales.
Hiring localization services is crucial for any business trying to conquer global markets since each target audience will require thorough research, an in-depth understanding of the culture, and professional linguists and other localization team members.
Even if you are trying to sell your products in two countries that use the same language, for instance, Portugal and Brazil, you shouldn’t assume that your website won’t require any adjustment, since they use the same language. Every audience has notable distinctions in the language, accents, expressions, etc., things such as currency, date formats, measurement units, and so on, as well as cultural differences depending on their beliefs, political systems, education, and so on.
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