Why website localization matters more than ever
It’s easy to fall into the trap of thinking that localization is all about accurately translating your website to the required language for the region you want to expand into. But a one-to-one translation that’s perfectly accurate misses out on opportunities to really refine your website to drive conversions from your new market.
A straight-up translation misses out on ‘micro-localizations’, those small but strategic tweaks that resonate with local audiences and make them feel comfortable engaging with your brand. In this article, I’ll explain why minor tweaks to things as simple as your color scheme, calls-to-action (CTAs), payment options, and icons can help your international customers feel more at home and drive conversions on your site.
The real key to global success goes beyond translation
It’s a common misconception that translation equals localization. While translation converts text from one language to another, localization dives much deeper. It involves adapting every aspect of your website to suit local cultural nuances and consumer habits. True localization means adjusting your site to suit a region, not just linguistically but culturally.
Another misconception is that doing this is a difficult, lengthy process that might need you to rework your entire brand. In reality, you can make small adjustments in the form of micro-localizations to your regional sites that can have major impacts.
Why translation falls short
Even if your website is appropriately translated into a local language, if you don’t adapt your website’s design and functionality to meet local expectations, you risk creating confusion and mistrust.
For example, consumers may feel uncomfortable using an unfamiliar payment platform. Research shows that limited local payment options can lead to significant cart abandonment, ultimately affecting your bottom line. Even something as simple as having an oddly worded CTA that might be the correct language, but phrased in a way that’s unfamiliar to the local audience, can cause site visitors to hesitate in making a purchase.
Micro-localizations sound small, but they can have a major impact on your success in a new market.
Unlocking conversion: The power of micro-localization
To truly capture your new market, it’s essential to look beyond just translating your words and address the finer details that drive user behavior. Here’s how each element of micro-localization can significantly boost conversions:
Local color psychology
Colors are much more than mere aesthetics; they communicate on a deeply psychological level and can mean wildly different things in different cultures. Red is the most famous example: it has connotations of danger in most Western cultures, but in China, it symbolizes wealth and prosperity. But there are far more: in Western countries, white often represents purity, while in some Asian cultures, it may be associated with death and mourning.
Being aware of local color connotations and adapting your localized site can go a long way to making site visitors subconsciously feel more welcome. McDonald’s is a master of localization (their localized menus are just the start), and they use localized colors extensively. Their Indian site is predominantly red, leveraging the local positive connotations of the color. You’ll notice the Swedish site has more greens than its US equivalent, as McDonald’s tries to present a healthier, more eco-friendly image that resonates with Swedish consumers.
Crafting calls to action (CTAs) that resonate locally
A CTA that works well in one language might fall flat in another if it’s not culturally adapted. Direct translations of phrases like ‘Sign Up’ don’t always translate directly, and there might be local standards that could make people hesitate if unfamiliar phrasing is used. And when it comes to CTAs, you don’t want to introduce any elements that could cause hesitancy.
There can be a lot of different things to consider. Certain phrases, when literally translated, might wind up being too long for a CTA, or they could come across as rude. If your CTAs rely on idioms, their meaning could be lost completely. Making sure your CTAs are clearly understood is a must. Otherwise, you’re pretty much giving your site visitors reasons not to make a purchase.
Localizing payment methods
This seems like an obvious one, but it’s easy to forget: make sure your customers can pay you using their preferred method of payment. Credit and debit cards might be largely universal, but they aren’t always how people prefer to pay online in local regions. Consumers are more likely to complete a purchase when they see options they recognize.
Digital wallet solutions have become increasingly popular for making payments online, as well as buy-now-pay-later (BNPL) methods. The ones that are popular or available can vary between different countries, so doing your research is essential if you want your new market actually to be able to purchase from you.
Connecting through Iconography
The whole point of icons on a site is that they’re clear, easy-to-understand signifiers that most people will recognize. However, some icons don’t necessarily translate across different cultures and countries. A ‘thumbs-up’ icon might seem an innocuous way to signify ‘yes’ or an agreement if you’re a Western brand, but it can be extremely rude in some places.
You must ensure that any icons you use have the same right connotations for the local market. Doing so improves UX and makes customers more likely to trust your brand, both of which will help drive conversion rates.
Other UX considerations
Different regions can have different preferences in how they browse the internet. Different countries have preferences over the devices they use to access the internet, and you need to make sure your sites are adapted to these preferences. Some countries might be all about using QR codes to access information, while in others, QR codes aren’t as widely trusted. Understanding browsing behaviors and preferences is essential for effective localization.
Real-world tactics of localization winners
The best brands combine all of these types of micro-localization to ensure they’re resonating with local markets. There’s no one-size-fits-all solution that will make a brand appeal to every country.
Companies willing to invest in deep localization strategies can reap substantial rewards. They don’t just translate content; they adapt every aspect of the digital experience to align with the cultural and linguistic nuances of each market.
Let’s take a look at how some of the biggest brands localize their sites:
Spotify
Spotify doesn’t just translate its interface. The music-streaming giant adapts visuals using localized images that resonate with specific cultural aesthetics and curates playlists that reflect local musical tastes and traditions. Spotify also spotlights emerging local artists to build connections with consumers in specific areas.
Netflix
Streaming brand Netflix uses dynamic thumbnail creation to personalize visual content so that its imagery resonates with local tastes. The company’s Aesthetic Visual Analysis (AVA) meticulously selects images based on factors like color and composition, which refines the visual appeal for different cultural contexts. Beyond the visuals, Netflix also adapts its service to local markets by supporting regional payment methods.
Coca-Cola
Coca-Cola maintains 122 uniquely localized web pages across six continents, each designed to resonate with local customs and laws. They leverage expert marketing translation services and local partnerships to ensure that content not only speaks the local language but also reflects cultural nuances, enabling the brand to connect deeply with audiences in over 200 countries.
In today’s world, localization is a must
Overlooking micro-localization is like leaving money on the table. When you invest in understanding the subtle cultural differences that drive consumer behavior, the rewards come in the form of increased engagement and higher conversion rates.
It’s not enough to translate your website. You must adapt it, down to the color scheme, CTA language, payment methods, and imagery. That’s how you truly resonate with each target market.
Embrace the process, test different approaches, and don’t be afraid to invest in local expertise. The global marketplace is waiting, and with a carefully localized website, your business can not only enter new markets but thrive in them.
