76% of people who buy something online want to read content in their own language. This means that a non-localized product runs the risk of missing out on a huge proportion of potential customers.
Software localization is more than just translation. It’s a way to speak to users in their language and take into account their culture and needs. Good localization gives the impression that the software content was originally developed for the user’s specific region.
In this guide, we’ll look at different approaches to software localization. We’ll tell you the benefits and share tips on how to make the software localization process faster and easier.
Understanding what software localization is
Software localization is a complex process that adapts software to the linguistic, cultural, and technical peculiarities of each country.
What is included in the scope of software localization?
- Your users’ languages. The translation of all content, including the user interface text, notifications, and documentation relating to your software, into your users’ native languages. For example, in a mobile app for French users, error messages should be understandable in their language, not word-for-word translations from English (or any other language).
- Cultural sensitivities. This isn’t only amending images and characters, but also adapting software content to suit cultural norms. For example, a fireworks icon for a New Year’s Eve promotion in Japan can be replaced with an image featuring symbols of the local holiday to evoke a more emotional response.
- Technical requirements. The conversion of date, time, currency, and unit formats to match local standards. For example, in the U.S., distances are measured in miles, while in Europe, kilometers are used. This means it’s important to convert the units of measurement for the convenience of users and to avoid confusion.
- Local legislation. It’s important that the software complies with local data protection and privacy laws. For example, in Europe, it is mandatory to take GDPR guidelines into account to avoid legal problems when processing users’ personal data.
The purpose of localization is to make it so that users don’t even notice that the product was originally developed in another country.
Examples of successful software localization
- Microsoft Office
The Microsoft Office suite is available in over 100 languages. Spell checking; regional currency symbols; number, date, time formats, and more are supported in every language.
- Spotify
This music platform not only offers its interface in different languages, but also creates localized playlists that reflect each country’s music preferences.
Content curators from different regions help make the platform more personalized and relevant to each market. Spotify also uses localized images and ad campaigns for different regions.
- Netflix
The Netflix streaming platform operates in more than 27 countries, and each version of the platform is customized for local audiences. The interface, subtitles, and dubbing are all localized.
Netflix even creates content with a local focus. Cultural sensitivities are taken into account so that the platform is suitable and natural for all audiences.
Approaches to software localization
Software localization can be done following several different approaches, depending on how your product development is structured. Let’s have a look at the 3 main approaches to quality software localization:
The waterfall approach to localization
Waterfall localization is when product development is fully completed first, and only then does localization begin. A team of translators and developers adapt the software content after completion.
Advantages:
- Full control over the product. By the time localization begins, all software development has already been completed. You can focus entirely on quality, as there will be no further code changes that could affect localization.
- Code stability. Since the code doesn’t go through any further changes, localization is done on the stable version of the software. This means fewer bugs and errors.
Drawbacks:
- Delayed access to international markets. Localization begins only after software development is complete. Therefore, the launch of the product on new markets may be delayed.
- Unexpected problems. After localization, you may find errors in the software interface or functionality that require patching. This will add an unforeseen time cost.
When to choose waterfall localization:
- If you have a small team and limited resources.
- If the software is focused on one key market and an international launch is not an immediate priority.
- If the product is stable and there are no plans to release frequent updates in the near future.
The agile localization approach
Agile localization goes hand in hand with software development. As soon as new features or texts are introduced, they are immediately translated and adapted for the target audience.
Advantages:
- Launch in all markets at the same time. Agile localization means the product will be ready to launch in different languages almost as soon as development is complete, allowing you to quickly attract a global audience.
- Fewer interface problems. Agile localization is done alongside development, and interfaces are adapted to different languages immediately. This means that when using the agile approach, there is less chance of errors relating to text length or graphics.
Drawbacks:
- Requires coordinated teamwork. Close coordination between the software developers and localizers is a must for agile localization. If the teams are not in sync, the agile approach can lead to confusion.
- Complex project management. During agile localization, the progress of both software development and localization needs to be monitored. This makes project management more complicated when the agile approach is used.
When to choose agile localization:
- If the product is under active development and requires rapid release to international markets.
- If the software is updated regularly, and it is important that new versions are immediately available in all target markets.
- If you have the resources and teams to perform software development and localization at the same time.
The continuous approach to localization
Continuous localization is especially appropriate for software that is regularly updated. Examples of these are cloud services, SaaS, and mobile apps with frequent updates. Software localization via this approach becomes a permanent part of the development process—the content in all language versions is immediately adapted with each update.
Advantages:
- Permanently up-to-date product. Users in all markets receive updates at the same time as the major release. This helps maintain a large audience’s trust in the software.
- Continuous improvement of localization. Not only can you add new features, but you can also improve the existing localized content and boost its quality based on user feedback.
Drawbacks:
- Requires ongoing resources. Continuous localization requires a localization team to constantly keep the product up to date.
- Additional costs. Each update needs to be tested thoroughly in all languages, which adds time and costs.
When to choose continuous localization:
- If your software is constantly updated or if it’s a cloud service.
- If you need to quickly adapt your software to new markets without delaying the release of updates in other languages.
- If you are focused on long-term support and product development in global markets.
Is localization the same as translation?
Localization and translation are often confused or thought to be the same thing. But it’s actually more complicated than that.
Translation is just the beginning
Translation is the transfer of a text from one language to another. When it comes to software, translators work with interfaces, buttons, tooltips, and other textual content. However, translation of the text alone does not always make a product usable and understandable for users in different countries.
Localization is more than translation
The localization process goes much further than that. It takes into account all the cultural, legal, and technical specificities of the target market. Software localization is a complex adaptation of software for another country or region, so that users feel as if this software were created especially for them.
The differences between content localization and translation:
- Adapting data formats. Different countries may use different standards for displaying dates, times, numbers, currency, and other data. For example, the United States uses the MM/DD/YYYY date format and the 12-hour time format (AM/PM), while most European countries use the DD.MM.YYYY date format and the 24-hour time format. Simply translating the text does not take such differences into account—localization is needed.
- Considering cultural sensitivities. Localization helps to adapt the software content to the cultural norms of the target market. For example, the same colors, pictures, or symbols may have different meanings in different countries. If this is not taken into account, there is a risk of users leaving confused or even negative feedback. Localization adapts not only the text, but also the visual design elements to make them understandable and enjoyable for local audiences.
- Legal requirements. Different countries have their own laws governing software. For example, privacy and data protection policy notices are mandatory for software in some regions. Localization takes into account local laws to ensure the product complies with all legal regulations in each market.
- Adaptation of the interface and design. Different languages can vary greatly in the length of words and phrases, and it’s important to keep this in mind. For example, a text in German may be 30-40% longer than in English. Localization should take these differences into account.
The advantages of software localization
New audiences
Imagine you’ve created a task management software. The software content is in English and 100,000 people use it. That sounds pretty good. Now imagine you localized the same software into Chinese, Spanish, and Hindi. Your audience has grown into the millions—because English is not the only language in the world with a high number of speakers.
Software localization opens doors to markets in new countries. You don’t just translate words—you make your product understandable and accessible to people around the world.
Rapid entry into new markets
If you use an agile approach to software localization, you can reduce the time to enter into international markets. Localization runs parallel to development, and you can present the product to users in different countries simultaneously. While your competitors are starting to think about translation, you’re already attracting users around the world.
Brand trust
When a person sees that software or apps speak their language and take their culture into account, it builds trust.
For example, you’ve created a fitness app that includes recipes and examples of exercises. In the Mexican version, you offer recipes for burritos and enchiladas. In the Asian versions, you include local practices like tai chi. Users will see that you didn’t just translate the text, but thought about them, the users. The localization creates brand loyalty and trust.
Satisfied customers
Quality localization is when the user doesn’t even realize that the product was originally in another language. It’s not just a translation of the “Send” button from English to German. It is an adaptation of the entire user experience.
Let’s say you’re localizing a food ordering app. In the US version, delivery times are given in minutes (e.g., “delivered within ~60 minutes”). In Japan, where punctuality is king, you can specify an exact arrival time (e.g., 15:40). In the first example, it is clear to the user that the order could be delivered in 50 minutes or 70 minutes. And in the second one, the user will expect delivery strictly on time. The user feels that the app is tailor-made for their country. They are satisfied and will use it again and again.
New income
It’s as simple as that. More users = more money. But it’s not just about quantity. Quality localized products can often be priced more highly.
Imagine you have created some software for language learning. The basic version in English costs $15. But a localized version of the software for Japan, given the specifics of their writing system and culture, could cost as much as $18. Users are willing to pay more for a product that is perfect for them.
Also, consider countries where English is not as common. There, your localized product can form a monopoly before any competitors have a chance to come in.
Software localization tips
To make your software localization a success, follow these guidelines:
1. Prepare interfaces and user messages in advance
Before you begin localization, you need to prepare the software to work with multiple languages. This process is called internationalization. This is a technical step where the product is made flexible and is prepared for localization into different languages with their specific symbols, currencies, and other local requirements.
Here’s what’s important to consider:
- Text retrievability. All text elements must be extracted from the source code for localization to begin. Use specific files to store text (e.g., .json, .xml, .yaml). This will allow translators to work directly with the text without touching the code and risking breaking its structure.
- Interface adaptability. Languages can vary greatly in phrase length. For example, German often requires more space than English and Chinese generally requires less. The software interface needs to be prepared to accommodate these differences. If there’s no flexibility, there may be display problems: text may be cut off or overlap other elements. To prepare your software for localization, design interfaces with these features in mind, and add the ability to automatically adjust and scale.
- Working with variables. Variables are often used in interfaces, e.g., usernames, amounts, or dates. It is important that the system can correctly adapt variables to the rules of a particular language. For example, in Arabic or Japanese, the word order may be very different from English, and your code must support such changes to make sentences read naturally after localization.
2. Organize effective communication between teams
Localization requires close collaboration between developers, translators, designers, and project managers. Imprecise or slow communication can cause errors, delays, and even derail the localization process entirely.
Here’s what you should consider:
- Context. The translation team working on the localization need more than just the text. They need to know the context in which each phrase is used. For example, the word “clear” can mean to delete data in the interface or to clear disk space. Without understanding the context, the translator may make a mistake, which would then lead to misunderstandings by the user. Provide interface layouts and explanations of terms where possible to help the localization go smoothly.
- Clear channels of communication. Create channels for the rapid exchange of information between translators and developers. For example, use messengers like Slack. If the translation team have questions or come across ambiguities, they can get answers instantly and without delaying the localization process. Fewer mistakes = faster work.
- Feedback. Translators can suggest better wording or spot problems that the developers didn’t think of. To get the best results, give them the opportunity to suggest improvements and ask questions throughout the localization process. Taking feedback on board helps make the product easier to understand for the end user.
3. Familiarize yourself with translation memories
A translation memory (TM) is a tool that memorizes and stores translated phrases and sentences and creates a database from these previous translations. This is especially useful for software that undergoes frequent updates, where there may be a lot of repeated text.
The advantages of translation memories for localization:
- Time savings. Using translation memories, translators can quickly find and use phrases that have previously been translated, which speeds up the localization process considerably. For example, if you have a button called “Settings” that needs to be translated, the TM will suggest the existing translation from past projects. They won’t have to re-translate the same text every time.
- Consistent style and terminology. Translation memories help maintain the consistency of terms and style across different parts of the product. This is important to avoid confusion for users. For example, if the term “account” is used in one location and “profile” in another, this can be confusing for the user. TMs help avoid this kind of inconsistency.
- Cost reduction. TMs reduce the amount of time required by a translator, which reduces the cost of the localization process. This is especially noticeable for localization projects with large volumes of text and elements.
- Support for future quality. TMs save the data entered in them for future localization projects and updates. Translators working on the localization don’t have to start from scratch every time, which also speeds up the work and makes the product translations more consistent, elevating the quality.
4. Perform localization quality control
After localization, you’ll need to assess the quality of the work and make sure the software looks and functions the way the local audience expects.
Here are a few steps to help you avoid quality issues:
- Perform native speaker testing. Native speakers are better at noticing nuances and can suggest more natural wording. They can also point out interface problems that may not be obvious to the translators working on the localization.
- Check images and symbols for cultural appropriateness. The meanings of gestures and symbols can vary from culture to culture. For example, a “thumbs up” gesture means approval in some countries, but may be perceived as an insult in other cultures. Check that images and symbols are clear and do not cause unwanted associations.
- Consider local design preferences. In some countries, such as Japan, users prefer richer interfaces with lots of information. In contrast, Western countries often tend towards minimalist solutions. Adapting the design to local preferences will help users perceive the product as if it were originally produced in their native language.
- Use automated quality assurance tools. Software can be used to find errors in grammar and code during the localization process. But don’t forget about manual human quality assurance. Machines may not pick up on less obvious cultural and contextual points.
- Check for User Experience (UX) considerations. Localization also has relevance to the usability of the interface. The same colors or icons may evoke different reactions in different countries and this should be taken into account when adapting.
- Conduct testing on different devices. Test how the software works on different devices and browsers after localization. Make sure that the text is displayed correctly and does not extend beyond the boundaries of the interface elements.
5. Evaluate the effectiveness of localization
Once the software has been released on the market, you should evaluate how successful the localization was. This will not only support improvements to the localization process in the future, but also help you evaluate your return on investment.
Aspects to analyze following the global market release:
- Engagement. Investigate how users interact with your software after localization. For example, if you see an increase in usage time or the number of active users after translation to a new language, this is an indicator of a successful adaptation.
- New user growth. Evaluate how localization has affected the influx of new users. If the number of sign-ups increased after entering a new market, this is a clear indicator of localization success.
- User reviews. Read user reviews from localized regions. They may point out localization errors or quality issues that should be fixed. This feedback will also help you understand which elements of the localization were particularly well-received.
- Revenue growth. Keep track of how localization has affected your sales. An increase in the number of purchases or subscriptions after the release of the adapted version is a direct indicator of successful localization.
If the performance remains the same or worsens, it is worth reconsidering your approach to product adaptation.
Want to take your software to the global market? Don’t know where to start with localization? Let’s talk!
At Inlingo, we have been helping developers adapt software for users around the world for 12 years. It doesn’t matter what stage you’re at—whether you have a finished product or are just starting development. We know how to make your software understandable and user-friendly for people from different countries.
Reach out by email, and we’ll be happy to help with the localization of your product.