The advent of technology, and especially the internet, has enabled world economies to ameliorate. World nations that were shackled by their poor economic status suddenly had a beacon of hope. The medium of the informal economy widened and enabled businesses and entrepreneurship to escalate. Agencies like Website localization services also punched in their contribution, by offering businesses to expand and penetrate foreign markets.
Expansion of E-Commerce
The interesting fact over here is that the expansion of e-commerce has significantly impacted the non-English-speaking community. In these communities, there are two options available. Either they can create a generalized global site that caters to a broader audience. Or endeavor to localize their content due to the difference in cultures around the world.
A lot of research has been done pertaining to the online purchasing behavior of consumers. And a recent study states that companies that move beyond the scope of globalization and decide to localize their content for the target consumer, witness a higher percentage of the visitors with the intention to purchase their offered product or service. Hence, they always aim to translate their online business into the native language of their target audience. In this activity, they often utilize the assistance of E-commerce translation services that help them to translate their websites to persuade the consumers to buy from them.
Moreover, if a business decides to go for localization rather than translation, the end consumer develops a certain level of trust for them. And once trust is established, customer loyalty emboldens, which ultimately leads to a higher brand value. The point of this task is to interact with your customer. One cannot interact, without engaging the audience. And experts proclaim that you cannot engage an audience until you communicate with them in their native language. A user is willing to spend money on things that he can relate to. Hence, it’s naturally the right approach to go for.
The Challenging Nature of Website Localization
This may seem like an easy thing to suggest to an organization. But it cannot be more complicated. Moreover, it requires a lot of time, resources, and money. And the patience to see the results is also absolutely necessary. Because the impact your website makes on the consumers is not a short-term game. It probably takes months, and even years to establish a solid foundation of brand trust with positive customer feedback.
Thereby, a lot of times, organizations are not able to localize their content on time. One major reason behind this delay or lag is that they do not look for the proper guidance from the beginning. Rather only avail the services of Website localization services, when they have no other option. This is not the right approach to go for.
One should always enable E-commerce translation services, from the start of their business. The content in the original language and the translation into multiple languages should be done concurrently.
Another measuring strategy that you can implement for your localization strategy is to adhere to a 4 point formula. In this methodology you have to take into consideration the following key aspects;
- Localization of the content
- Customizing the cultural intricacies, nuances, and preferences
- Local gateway
- Adhering to a strict quality control methodology of the translation.
In the first aspect of this framework, an organization needs to ensure that the basic and rudimentary text of the web is localized to its fullest potential. The aspect of fullest potential inculcates whether the localization is relevant to the original text.
Does it capture the same intended meanings or not? Secondly, is the element of currency and product information in the native language of the target audience? These are some of the basic content localization elements.
So, for instance, if a gaming company is planning to localize its game, taking assistance from Gaming translation serviceswould be the right choice to get your content localized.
In this cultural customization part, the aim is to mold the web content to fit the cultural aspects of the target market. Ensuring that the content written for the website sits well with the audience. Hence, the first goal would be to abide by the cultural and traditional norms of the society. Any offensive content would be refrained from. Moreover, ensure that the use of idioms or humor fits well with the target audience. Because it’s not necessary that a joke works in every culture setup. It is your responsibility to understand the boundaries within the social construct of society.
So in this case, you can test the specified idiom, phrase, or humor with the audience by putting it in front of a few people first. If it seems culturally acceptable. Then you can plan on using it for your localized website. To save yourself from all this hassle, what you can do is take assistance from E-commerce translation services. They will help you with every aspect.
The local gateway explores the concept of how easy it is for the target audience to find your website and content on the internet. So in this case the quality of your content is evaluated. Majorly, it focuses upon the following aspects;
- How easy it is to read your content.
- How easy you have made the content that every individual who lands on your website is able to grasp the message you are trying to convey.
- Does your content rank higher on the google search engine rankings?
- How well your SEO strategy is.
- Does your website get shared once a viewer takes a look at it?
- Does the consumer make the purchase after reading the content from your website?
- And how many times does the same customer revisit your website?
All these factors contribute to an effective localization methodology. It all may seem like a daunting task, but if done with the assistance of professional localization firms, it will be much more efficient.
Last but not least is the Quality control step. You try your best to ensure that the customer experience does not get compromised. Hence, opting for a top-notch quality control mechanism is the one thing you have to inculcate in your procedures.
So what you can do is hire a quality control team that assesses every step of the process. And ensures nothing gets faulty. Moreover, the customer feedback process is crucial in quality control procedures. You have to know what the customer wants or is looking for. So regardless if the complaint is minor or unnecessary. Your job as an organization is to make sure you minimize customer complaints.
One important thing you have to understand is that localization is not for the general audience. Hence it cannot be neutral. Because if it is, you’ve already defeated the purpose of localization.
Localization is specific and adheres to particular strata. It contains material that aims to fit the specific tastes and choices of the target audience. Therefore, it is unique in nature.
Website localization aims to fulfill this criterion. With the help of professional linguistic experts and translators, these agencies are helping hundreds of organizations to not only create an online presence of their business but also localize it for a specific region. This may be a daunting task but surely is a fruitful endeavor.