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?

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

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. 

 

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.

 

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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:

Drawbacks:

When to choose waterfall localization:

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:

Drawbacks:

When to choose agile localization:

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:

Drawbacks:

When to choose continuous localization:

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:

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:

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:

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:

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:

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:

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. 

Apps

Localization of mobile apps is one of our key specialties. We work with apps for iOS and Android, adapting them to the language, cultural traditions, and user preferences of each region.

What app localization comprises:

Professional translation of the textual elements of the interface by native speakers of the language.

Linguistic testing to identify and rectify any translation errors.

Functionality testing of the localized version of the app.

Adaptation of graphic elements, as well as the formats of figures, dates, currency, and units of measurement.

Cultural adaptation of content to respect the cultural traditions and norms of each region.

Localization of metadata, descriptions, and keywords for App Store Optimization (ASO).

Optimization for the App Store and Google Play online stores.

Fast localization of updates and new versions.

Professional translation of the textual elements of the interface by native speakers of the language.
Проснувшись однажды утром после беспокойного сна
Проснувшись однажды утром после беспокойного сна

However complex your project is, we guarantee to localize it taking into account the linguistic and cultural specifics of each country. Your app will be understandable and feel natural for native speakers of the language.