Why is website localisation so crucial in this day and age?

Why is website localisation so crucial in this day and age?

Going way beyond the mere translation of texts, website localisation is the adaptation of an existing website to a given language, and more importantly, a nation.

“Why is simple translation not enough?”, one may ask. This is due to a process that requires the mirroring of certain conventions and preferences in the overall content and design of a website.

For instance, not only should elements such as measurement units be converted, but images and expressions should also be adapted to appeal to the target audience, not to mention currency, date/time formats, and whatever else one might encounter during the purchasing process.

Imagine you cannot meet users’ expectations when it comes to shipping in Europe because they misinterpret USA’s mm-dd-yyyy date format…

But doesn’t everyone speak English?

Although English has become a lingua franca and its functionality is wide-reaching, resorting to a reliable language service provider to localise a website is one of the greatest ways to ensure consumers from different countries have an easy and clear understanding of the message you want to convey and, ultimately, of your products.

According to W3Techs, which provides extensive and reliable web technology surveys, while it is true 52% of websites are written in English, they only reach 25% of global Internet users. This may be due to the fact that while English is spoken by around 75 billion people worldwide, it is the first language of fewer than 400 million people.

What are the benefits?

Increased traffic and adherence

One of the most evident benefits delivered by localisation is the more a website aligns with a culture, the more visits and purchases it fosters.

Statistics show that 90% of online shoppers have a preference for their native language when it is available, that localisation can increase traffic by 47%, and that 75% of users are more likely to buy again if post-sale support is offered in their native language.

It builds credibility

It is an irrefutable fact that building a solid and enticing customer journey is crucial for all businesses nowadays. By making the effort to reach users in their native tongue, you show you are serious about the experience they have, catering to their needs in a unique way.

You cannot expect visitors to have an enjoyable experience if they are not able to understand the content on your website. Before you spend time on web design, focus on the fundamentals and ensure everything makes sense to your target audience.

In their 2020 analysis of consumer language preferences and behaviours in 29 Countries, researchers Donald A. DePalma and Paul Daniel O’Mara report that 87% of customers would not buy from an English-only website, and further research shows that 44% of internet users in the EU worry they might be missing crucial information if a website isn’t displayed in their local language.

A way to test the waters

Finally, how can localisation take businesses to the next level? Some entrepreneurs assume the only way to penetrate international markets is to set up actual shops abroad. That could not be further from the truth. Luckily, it is possible to explore expansion by leveraging multilingual capabilities.

Given there are over 7,100 languages in the world, with Spanish, French, Arabic, Russian, and Portuguese being among the most spoken, professional adaptation becomes imperative.

So, how does one go about it?

Define a localisation strategy – in which markets do you want to dabble? Which languages are spoken there?

Consider your identity – inform your team about brand consistency and any changes you think should be made across the expansion.

Choose a reliable translation partner – managing the several complexities of localisation requires an experienced partner, capable of handling linguistic, SEO, and even legal issues that may arise, with quality translation experts and project managers you can consult every step of the way.

Are you in need of a final product that is immediately ready for worldwide use? Enhance your projects and speed up communication by getting in touch with us. Do not hesitate to request a translation quote!