Have you ever noticed that some websites and Apps look different when accessing them from different countries? This is known as website and app localization.
As companies expand their business internationally, they realize the significance of localizing their applications.
But what exactly is app localization, and why is it important?
This comprehensive guide will provide all the necessary information about app localization.
App localization means tailoring your application to a particular market’s language, culture, and technical specifications.
The process includes translating the user interface and adapting products’ features to align with the preferences of users in the target market. It may also include adapting the product’s marketing and customer support materials so they resonate culturally with the local audience.
A successful app localization process requires careful attention to the following details:
Different cultures can assign varying meanings to colors, symbols, images, and even words. Therefore, you must align your application with the cultural norms of your target audience.
You must also tailor your content to address the needs and preferences of your distinct international users. Translate all text elements, including UI elements, menus, buttons, customer support resources, and help documentation, into the target language(s).
Digital technologies like generative AI can help simplify translating and adapting content to ensure it resonates with different cultural backgrounds.
For example, Writer may assist you with creating inclusive and sensitive material depending on the audience features you provide.
Writer’s knowledge graph can also help ensure accuracy in your translation and localization efforts by showing a rich semantic relationship between terms and concepts.
You can ensure accuracy and cultural appropriateness even further by hiring professional translators who are native speakers of the target language.
Ensure your product meets all the necessary legal requirements in the target market. This encompasses data protection laws, privacy regulations, tax requirements, and any industry-specific regulations that may be relevant.
For example, Singapore has the Personal Data Protection Act (PDPA).
The Act regulates how organizations acquire, use, and disclose personal data.
In this age of generative AI, it’s pretty easy to find the specific legal requirements for your product. But don’t interpret these laws and regulations on your own. It’s best to consult a localization team so you don’t make costly mistakes.
Your app must show prices in the local currency and accept payment methods commonly used in the target market. Airbnb is a great example of an app that does this. Its user base can view and make payments in their preferred currencies.
Also, ensure your billing system can handle currency conversions and adhere to local tax regulations.
Following the above criteria will help you successfully localize your application for global markets.
App localization brings numerous advantages that can improve user experience, expand market reach, and fuel business growth. Here are some benefits:
Did you know that 52% of websites are in English, yet only 16% of the world’s population speaks the language? For that reason, localization is key to entering new international markets and expanding your customer base.
Localization ensures your application is accessible and user-friendly for current and potential customers in different regions.
That can lead to increased engagement, improved retention rates, and an enhanced customer experience in local markets.
Localizing your application is a great way to show your dedication to meeting target users’ needs worldwide. It can also give you an advantage over competitors who haven’t invested in localization yet.
App localization can create opportunities for forming strategic partnerships with various entities in international markets.
You can collaborate with local channel partners, such as VARs (Value-Added Resellers), MSPs (Managed Service Providers), or SIs (Systems Integrators).
These partners can help promote and sell your localized product to their existing customer base, using their knowledge of local market dynamics and networks.
Expanding into international markets helps you tap into new sources of income. Understanding the unique needs and preferences of users in various regions allows you to increase user adoption, conversion rates, and global income.
Also, 76% of customers prefer buying products with information in their native language.
As you can see, investing in app localization opens up new opportunities and positions your product for global success.
A poorly executed app localization plan might do more damage than good. So, you must consider the possible difficulties to ensure a smooth localization process. Some main challenges include:
App localization often entails various user interface (UI) layout issues that need to be addressed to ensure a seamless user experience across different regions.
For instance, translating text from one language to another can result in either text expansion or contraction. Some languages, such as German and Russian, tend to have longer average word lengths than English.
Check out this example: When we translate Sign Up from English to German, the translations can lead to overlapping UI elements or text truncation if not adapted correctly.
Moreover, text expansion may cause UI elements like buttons, labels, or menus to overflow their designated areas, resulting in text clipping or incomplete display. This could hinder UI functioning and readability.
Therefore, text contrast, font size, and screen reader compatibility should be considered to ensure an accessible and inclusive user experience.
Ensuring uniformity in the user experience across various devices and screen sizes might be challenging throughout the localization process.
Mobile devices tend to have different screen sizes, plus you must deal with the operating system challenge if your target audience is on both Android and iOS devices. You may want to leverage cross-platform app development techniques to ensure efficiency while delivering a pleasant user experience across all mobile devices.
Customizing marketing campaigns, app content, and branding materials to align with the cultural values and preferences of the target audience can be quite a challenge.
Incorporate localized imagery, references, and messaging that take into account specific cultural sensibilities.
The best approach here is to partner with a local agency that understands the culture. You could partner with a local food and drink PR firm to help with your marketing and branding content if you’re creating a local food app, for example. This will give you better results and can help you avoid embarrassing mistakes compared to relying solely on AI tools for translation and localization.
Localizing an application can involve significant upfront and ongoing costs, including translation expenses, development resources, and maintenance overheads.
Balancing the investment in localization with the expected returns and market opportunities requires careful cost-benefit analysis and strategic planning.
To effectively address these challenges, you must take a comprehensive approach to app localization, taking into account factors such as your budget, potential profit, and expenses.
Here are some examples of applications that are known for effectively implementing localization strategies:
Slack is a popular platform used for team collaborations. The platform offers its interface in several languages, including Spanish, French, German, Japanese, and more.
In addition, Slack builds its localization strategy with input from local businesses to comprehend regional preferences.
For example, the screenshot below shows the French version of the Slack website. The video showcases a testimonial from a French Slack user.
The same localization strategy has been used on their mobile app.
Slack also provides localized support and documentation to help users navigate the platform in their preferred language.
Shopify is an eCommerce platform that allows merchants to create localized online stores tailored to different regions. It supports multiple languages and currencies, making it easier for merchants to offer their products to international customers.
The platform also provides tools for integrating with local payment gateways and shipping options to enhance the localized shopping experience for customers.
Additionally, Shopify offers customizable themes and templates to help merchants design their online stores in a way that resonates with their target audience in each region.
Shopify also offers analytics and insights retailers can use to track the success of their regional stores and make informed decisions to boost revenue.
Investing in app localization can help you improve user experience, increase market reach, gain new partners, and earn a competitive edge in global markets.
However, app localization comes with challenges.
These include UI layout issues, potential platform consistency problems, as well as marketing, branding, and cost issues. Therefore, you must work with experienced localization experts who can manage these challenges effectively and ensure a successful localization process.
Don’t forget to study the localization experiences of the various apps we’ve mentioned above, including Airbnb, Slack, and Shopify. This should help you keep up with the latest developments in the localization process, including industry best practices and new technology. Best of luck!
Nico is the founder of Launch Space. The company works with enterprise SaaS clients, helping them scale lead generation globally across EMEA, APAC, and other regions. When not strategizing growth, he enjoys building practical tools like the Free Domain Name Generator.
Source: Pexels The digital world has made things simple, efficient, and a lot less time…
Data-driven testing (DDT) is an automated testing strategy used to run a suite of tests…
Image source Picture an active online space where professionals, decision-makers, and businesspeople come together to…
Today mobile app development landscape is aimed to cover as many potential users and in…
Mobile Banking has emerged as a foundation of mobile banking services. Those days when people…
Watermarks on images can be quite a nuisance, especially when you need a clean, professional…