The role of localization in business success

Facilitating borderless transactions now transcends geographic regions and has led consumers to want to purchase a product or service that speaks to them in a personalized way. This development presents a challenge for companies because “speaking a user’s language” does not necessarily mean translating content into the language to which the user relates most. A literal translation is only a fraction of what the localization process actually involves. It is also about carrying out research on cultural, political and legal norms acceptable to the public and its region to capture their attention and prompt them to action.

It is no wonder that you find advertising campaigns for the same products and services varying depending on the region the target audience is from. Due to the different languages ​​and cultures of the customer base, the jargon used to promote the platform’s products for user services varies.

Why language is an important factor in online conversions

When you factor in that around 20% of the world’s population speaks English (the number 1 default language for most sites), then it all falls into perspective. According to recent studies on Internet use, 72.1% of Internet users are the most likely to enjoy and interact more with content written in their mother tongue. In addition, 72.4% of the survey sample size admitted that they would be more inclined to buy a product presented in their own language. Meanwhile, 56% said they wouldn’t mind spending more on an item in their language than a cheaper item in another language.

Localization is the easiest way to effectively enter a given market and increase sales. As already pointed out, the first step is to translate the product information into the local language of the target audience. This in itself opens the company to more potential transactions, given that only 26.3% of online transactions are done in English. To reach an even larger population of consumers interested in a product, the language should be the most preferred in their region, even if they understand English well. Sites and applications accessible in multiple languages ​​rank higher in search engines when they optimize their content in the specified language.

Examples of localization that work

After translating the product into a language that is understandable and usable in the user’s context, other aspects also come into play. Currencies, payment methods, web design, time zones, and date and time formats, among others, will need to be customized appropriately. The internet doesn’t give second impressions a chance, especially if you make a misstep that ends up on a social media platform. Therefore, it is essential to understand the culture of the target market before attempting to launch a product.

There is enough evidence that localization has produced huge results for businesses in different niches. Here are some great examples of localization by different industries today:

Beverage industry

The Coca-Cola website is available in over 100 countries in over 45 languages. The company has gone further to personalize user experiences by describing the brand as a brand specifically aimed at the target audience and not as a uniform brand that applies the one-size-fits-all rule.

Retail markets

Another major site that has put the strategy to good use is Nike. The site immediately redirects users to a language tunnel with options to select the region, country and language they prefer. In addition, each localized portal has personalized content based on its country of origin and the language it speaks.

Video game industry

Online gambling is becoming more and more popular, especially after the Covid-19 pandemic caused the closure of land-based casinos. Bettors are increasingly finding it more convenient to bet online than to walk into a physical casino establishment. A good example is the payment systems available to players in different jurisdictions. Deposit and withdrawal methods vary from country to country and user preferences generally vary. For this reason, platforms like, again, not only have language options, but also the currencies and payment methods available in the target country.

Final thoughts

As humanity continues to deepen the possibilities offered by technology, the behavior of consumers in various places continues to change. It is therefore necessary that companies adapt, otherwise they will be the losers. So, if you are a marketer, you must ask yourself whether the presentation of a service or product will be compelling enough to warrant action from consumers in different regions.

Localization is the key to effectively deploying a product in new foreign markets, but that doesn’t mean that a business has to be a large business to capitalize on this strategy. For starters, any business with a web presence already has one foot in the door to accessing global markets. From there, it’s up to the marketing team to tailor the ad message to fit the bill, based on the target population.

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