{"id":17413,"date":"2022-06-23T10:11:11","date_gmt":"2022-06-23T08:11:11","guid":{"rendered":"https:\/\/phrase.com\/blog\/?p=17413"},"modified":"2023-09-26T11:53:29","modified_gmt":"2023-09-26T09:53:29","slug":"product-localization","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/product-localization\/","title":{"rendered":"From Ground Zero to Global Hero: How to Make the Most of Product Localization"},"content":{"rendered":"\n<div id=\"acf\/text-block_71642e412292950d29404c7c7c748a55\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p>With the definition of a product becoming ever broader, a product today can be anything from a mobile app to a website. The way we sell products has also changed a lot: With a single click of a button, we can now reach potential customers online in any corner of the world.<\/p>\n<p>To tap into this vast global market, you need to break down the language barrier and make your product accessible to people across cultures. Nevertheless, simply transferring your product documentation, web pages, or marketing materials from one language to another isn\u2019t enough.<\/p>\n<p>What you need to make your own is product localization\u2014the process of adapting products to global markets. To help you get started, this guide explains why product localization is important for global business, how it differs from translation, and effective strategies to make it work for your product.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#what-is-product-localization\" title=\"What is product localization?\">What is product localization?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#why-is-product-localization-important\" title=\"Why is product localization important?\">Why is product localization important?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#what-are-the-key-benefits-of-product-localization\" title=\"What are the key benefits of product localization?\">What are the key benefits of product localization?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#a-more-effective-go-to-market-strategy\" title=\"A more effective go-to-market strategy\">A more effective go-to-market strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#faster-time-to-market\" title=\"Faster time to market\">Faster time to market<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#higher-revenue\" title=\"Higher revenue\">Higher revenue<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#how-does-product-localization-work\" title=\"How does product localization work?\">How does product localization work?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#internationalization-making-your-product-ready-for-localization\" title=\"Internationalization: Making your product ready for localization\">Internationalization: Making your product ready for localization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#actual-product-localization-adapting-software-websites-marketing-collateral-and-documentation\" title=\"Actual product localization: Adapting software, websites, marketing collateral, and documentation\">Actual product localization: Adapting software, websites, marketing collateral, and documentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#localization-testing-and-qa\" title=\"Localization testing and QA\">Localization testing and QA<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#what-are-some-good-localized-product-examples\" title=\"What are some good localized product examples?\">What are some good localized product examples?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#netflix\" title=\"Netflix\">Netflix<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#airbnb\" title=\"Airbnb\">Airbnb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#pubg\" title=\"PUBG\">PUBG<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#how-to-integrate-localization-into-product-development\" title=\"How to integrate localization into product development?\">How to integrate localization into product development?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#different-approaches-to-product-localization\" title=\"Different approaches to product localization\">Different approaches to product localization<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#how-technology-can-help-you-manage-the-product-localization-process\" title=\"How technology can help you manage the product localization process\">How technology can help you manage the product localization process<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/#navigating-the-world-of-product-localization\" title=\"Navigating the world of product localization\">Navigating the world of product localization<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-is-product-localization\"><\/span>What is product localization?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Product localization is the process of adapting a product or service to the culture and language of customers in a specific target market. It includes everything from translating user interface (UI) elements and technical documentation to localizing marketing materials and web or mobile apps.<\/p>\n<p>The goal of product localization is to make the product feel as if it were designed specifically for the target market rather than being an adapted version of the original. This enables you to break into different new markets simultaneously and more quickly.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-is-product-localization-important\"><\/span>Why is product localization important?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you are an English speaker, it\u2019s likely that most of the websites you visit and products you use are in English. So the need to localize might not be immediately apparent. However, the fact is that <a href=\"https:\/\/preply.com\/en\/blog\/english-language-statistics\/#:~:text=Current%20research%20suggests%20that%20the,17%25%20of%20the%20world's%20population\"><span style=\"font-weight: 400;\">less than 20%<\/span><\/a> of the world\u2019s population is proficient in English.<\/p>\n<p>If you truly want your product to reach a global user base, this means that a huge portion of the potential market is inaccessible to you\u2014unless you invest in product localization. Localizing makes it easier to attract and convert the 80% of people who don&#8217;t speak English as a first language\u2014research has found that<a href=\"https:\/\/csa-research.com\/Blogs-Events\/CSA-in-the-Media\/Press-Releases\/Consumers-Prefer-their-Own-Language\"> 76% of customers<\/a> prefer purchasing products with information in their own language.<\/p>\n<p>Even if part of your audience may be fluent in English, they will often appreciate the effort you make to speak their language. It\u2019s like a \u201cfriend or foe\u201d test: If you\u2019re willing to put in the extra work to connect with someone on their level, they are more likely to lower their defenses, trust you, and convert to the next stage.<\/p>\n<p>For the same reason, just as important as localizing your product is making sure that you localize it well. Otherwise, the adapted version might feel artificial or even suspicious\u2014and there are already too many <a href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/\">examples of localization gone tragically awry<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-are-the-key-benefits-of-product-localization\"><\/span>What are the key benefits of product localization?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With a well-established product localization process, you get a more effective go-to-market strategy, speed up the time to market, and finally, increase your revenue.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"a-more-effective-go-to-market-strategy\"><\/span>A more effective go-to-market strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Expanding your business to new markets is a huge decision with many risks and challenges\u2014but if you do it right, the potential rewards are great. A successful go-to-market strategy will ensure the delivery of the right message to the right audience at the right time. This, in turn, brings a business competitive advantage as a result of an enhanced overall customer experience. That&#8217;s where product localization comes in.<\/p>\n<p>The process of localizing a product requires you to <a href=\"https:\/\/phrase.com\/blog\/posts\/market-positioning\/\">define your market positioning<\/a> clearly by asking key questions about your target market: Who are they? What do they need? How can we reach them most effectively? The answers to these questions will shape not only the localized version of your product, but also your go-to-market strategy as a whole.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"faster-time-to-market\"><\/span>Faster time to market<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Speed is often of the essence in business. Getting your product to market as quickly as possible helps generate revenue and feedback faster. And even when you\u2019re established, being first to market with a new feature or product can make a big difference in your success. Localizing your product can help you achieve these goals if you approach it the right way.<\/p>\n<p>A common mistake is to start the localization process too late, when the product is already complete. This can cause delays, because you end up needing to make changes to the code or UI if something doesn\u2019t work in the new language.<\/p>\n<p>However, if you take a \u201clocalize-from-the-start\u201d approach, develop a solid <a href=\"https:\/\/phrase.com\/blog\/posts\/how-important-is-localization-for-your-business\/\">localization strategy<\/a> and incorporate localization into your development process from day one, you can launch your product in new markets much faster. This is because you\u2019ll already have the infrastructure and processes in place to support localization, and each new market will require less work.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"higher-revenue\"><\/span>Higher revenue<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Finally, product localization leads to higher revenues. Not only is \u201cCan\u2019t read, won\u2019t buy\u201d a mantra rooted in numbers\u2014we&#8217;ve already seen how more than a third of consumers are most likely to buy from a brand in their own language\u2014but companies that localize can also keep converted customers around for longer.<\/p>\n<p>However, it goes deeper than that. User adoption is just as important as acquisition, and if customers won&#8217;t use your product because the <a href=\"https:\/\/phrase.com\/blog\/posts\/app-localization-developers-guide-to-user-experience\/\">user experience (UX)<\/a>\u00a0 feels more like a translated version of something else, you&#8217;re not likely to see them again. In other words, localization is essential for customer retention as well as acquisition, both of which impact your bottom line.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-does-product-localization-work\"><\/span>How does product localization work?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Product localization has many moving parts. From preparing the code for translation and managing the actual localization process to testing and maintenance, there\u2019s a lot to consider. To give you a better idea of what\u2019s involved, let\u2019s take a look at the main elements of product localization:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"internationalization-making-your-product-ready-for-localization\"><\/span>Internationalization: Making your product ready for localization<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before even thinking about localization, you need to internationalize your product. <a href=\"https:\/\/phrase.com\/blog\/posts\/i18n-a-simple-definition\/\">Internationalization<\/a> (i18n) means building or designing your product in such a way that it can support different languages from that start. The process aims to prepare your product for localization.<\/p>\n<p>Internationalization includes aspects like using the right text encoding (UTF-8 is a safe bet), adding support for right-to-left languages, and choosing a framework for exporting hard-coded string identifiers to allow for easy translation later on.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"actual-product-localization-adapting-software-websites-marketing-collateral-and-documentation\"><\/span>Actual product localization: Adapting software, websites, marketing collateral, and documentation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you\u2019ve made sure your product is designed to support different languages and formats, it\u2019s time to start localizing. The common elements you\u2019ll want to localize include:<\/p>\n<h4>Software localization<\/h4>\n<p>The most important part of your product localization efforts is <a href=\"https:\/\/phrase.com\/blog\/posts\/software-localization\/\">software localization<\/a>. If you don\u2019t localize the actual software product well, the other elements of your localization process won\u2019t matter much.<\/p>\n<p>This means that you need to adapt all UI elements, splash screens, in-app tooltips, and other in-product copy in a way that makes sense for your target market. It also includes things like changing units of measure, date formats, and currencies to match the local standards.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_24e2b37092236a003bd83b91d246605a\" class=\"pxblock pxblock--blog-cta bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p style=\"text-align: left;\">\ud83d\uddd2 <em>Tip \u00bb<\/em> If your product is a mobile app, you must consider additional requirements to make it suitable for international markets. For example, keeping your copy up to date in all languages without forcing users to download the app for each update is key in <a href=\"https:\/\/phrase.com\/blog\/posts\/mobile-app-localization-why-and-how\/\">app localization<\/a>.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_15c713a6ad7d32e4cb5ae0b73518a38a\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h4>Website localization<\/h4>\n<p>Your website is often the first thing potential customers will see when they come across your product. If your visitors don\u2019t get past the homepage, they\u2019re not going to even see your product.<\/p>\n<p>That\u2019s why it\u2019s important to take <a href=\"https:\/\/phrase.com\/blog\/posts\/9-steps-to-get-your-website-localization-started\/\">website localization<\/a> seriously and make sure all your web pages are adapted accordingly. Again, this includes translating all text content into the target language, as well as adapting images, videos, and other visual elements.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_a8734b1057ab29d11482ff2121409d30\" class=\"pxblock pxblock--blog-cta bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p style=\"text-align: left;\">\ud83d\uddd2 <em>Tip \u00bb <\/em>If you have a blog or other dynamic content on your website, consider using an integration that automatically detects the user\u2019s location and serves them the appropriate language version, along with the correct units of measure, currencies, etc.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_e3e176e08164cb8da456b653f8873307\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h4>Marketing localization<\/h4>\n<p><a href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/\">Marketing localization<\/a> is about more than just translating your marketing materials into foreign languages. It\u2019s about understanding the target market and adapting your message to resonate with them on a cultural level.<\/p>\n<p>This includes everything from developing new taglines and slogans to creating entirely new ad campaigns specifically for the target market. In some cases, you might even need to develop a completely different brand identity that\u2019s more in line with local preferences.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_f1988480e265f0c3d41d85ddb7dbbb39\" class=\"pxblock pxblock--blog-cta bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p style=\"text-align: left;\">\ud83d\uddd2 <em>Tip \u00bb<\/em>\u00a0<a href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/\">Transcreation<\/a> is a specialized form of marketing localization that goes beyond simple translation and focuses on recreating the original message in a way that\u2019s culturally relevant for the target market. Unlike localization, transcreation is usually done by copywriters, not translators.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_13cf261fb397c419bd466ba3eb827170\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h4>Product documentation localization<\/h4>\n<p>Last but not least, it\u2019s important to localize your product documentation and support content. This includes things like user manuals, how-to videos, FAQs, and so on.<br \/>\nIt might seem like a lot of work for little gain, but keep in mind that being able to provide <a href=\"https:\/\/phrase.com\/blog\/posts\/multilingual-customer-support\/\">multilingual customer support<\/a> is key for customer retention. Most customers will use this content to make themselves at home with your product. It also means that they\u2019ll be less likely to contact customer support if they can figure out how to solve the problem on their own.<\/p>\n<p>Poorly localized documentation is one of the nastiest concealed sources of customer churn and support expenses. So make sure to get it right, however daunting the task may seem.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_5995de1f29b5d4d0b633344f70f93f3e\" class=\"pxblock pxblock--blog-cta bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p style=\"text-align: left;\">\ud83d\uddd2 <em>Tip \u00bb<\/em> Ensure that all \u201cLearn more\u201d and similar link buttons in your product UI are configured in such a way that they take users to a localized version of your documentation.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_47caea5def9703bdc6b3a307727732d5\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h3><span class=\"ez-toc-section\" id=\"localization-testing-and-qa\"><\/span>Localization testing and QA<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Localization testing and QA, often called LQA in the industry, is an essential part of the localization process. It\u2019s important to make sure that all localized versions of your product are functionally equivalent, and that all translated copy is accurate and error-free.<\/p>\n<p>LQA involves the pre-launch process of verifying that a specific product build (e.g., a mobile app or website) works as expected in every market and meets the cultural, linguistic, and technical expectations of local users. It\u2019s done one language at a time, and it\u2019s planned rather than ad hoc.<\/p>\n<p>Localization testing can be either functional, linguistic, or regional, and it\u2019s important to use all three types to get a complete picture. Comprehensive localization testing\u00a0 should check that the product is working as expected in terms of:<\/p>\n<ul>\n<li>Strings, placeholders, and concatenations<\/li>\n<li>Software compatibility with the hardware used in the region<\/li>\n<li>Load times and responsiveness<\/li>\n<li>Cultural appropriateness of images, colors, and other visual elements<\/li>\n<li>Linguistic correctness and fluency of the translated copy<\/li>\n<li>Complete translations and correct context<\/li>\n<li>User journey and customer experience<\/li>\n<li>Region-specific features and compliance (e.g., GDPR for the EU)<\/li>\n<li>Currency, date, and time formats<\/li>\n<\/ul>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_f00e73703fc0bdd808822e71c2bc41e7\" class=\"pxblock pxblock--blog-cta bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p style=\"text-align: left;\">\ud83d\uddd2 <em>Tip \u00bb<\/em> Localization testing is a huge topic in its own right, and the required tests will vary based on your product and target markets, so be sure to check out our dedicated <a href=\"https:\/\/phrase.com\/blog\/posts\/why-you-should-give-localization-testing-top-priority\/\">guide to localization testing and QA<\/a>.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_1d84b0216a71805b6eecbba8ec8bb523\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h2><span class=\"ez-toc-section\" id=\"what-are-some-good-localized-product-examples\"><\/span>What are some good localized product examples?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Whether you\u2019re just getting started with product localization or you\u2019re looking for ways to improve your localization strategy, it can be helpful to look at some <a href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/\">localization examples<\/a> of global companies that have done it well. Here are a few notable examples:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"netflix\"><\/span>Netflix<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Netflix is a great example of a company that has successfully localized their product for global markets. When they first launched in 1997, Netflix was only available in the US.<\/p>\n<p>As of 2022, they are operating in 190 countries and have plans to continue expanding their reach. To support this global expansion, Netflix invested heavily in localization, both in terms of their user interface and content. They even developed their own proprietary system, \u201cHydra,\u201d to automate the localization process.<\/p>\n<p>Netflix also has a dedicated team of localization experts who work closely with their content creators to ensure that all new titles are properly localized for each market. They also offer subtitles and dubbing in <a href=\"https:\/\/blog.andovar.com\/the-netflix-effect-a-new-era-of-subtitling\">almost 30 languages<\/a>.<\/p>\n<p>This commitment to localization has paid off, with Netflix now having over 200 million subscribers worldwide. You can read more about Netflix\u2019s localization strategy <a href=\"https:\/\/netflixtechblog.com\/localization-technologies-at-netflix-d033e7b13cf\">in their blog<\/a>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"airbnb\"><\/span>Airbnb<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For a company whose very product is based on local experiences, it\u2019s critical that they get localization right. So far, Airbnb has done an impressive job of adapting their platform to meet the needs of users in different markets. Airbnb offers their site and app in <a href=\"https:\/\/ru.airbnb.com\/resources\/hosting-homes\/a\/airbnb-now-in-31-new-languages-115\">62 languages<\/a>, with plans to add more in the future.<\/p>\n<figure id=\"attachment_17433\" aria-describedby=\"caption-attachment-17433\" style=\"width: 1170px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17433 size-full\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/06\/airbnb-in-arabic.png\" alt=\"Airbnb website in Arabic | Phrase\" width=\"1170\" height=\"585\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/06\/airbnb-in-arabic.png 1170w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/06\/airbnb-in-arabic-300x150.png 300w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/06\/airbnb-in-arabic-1024x512.png 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/06\/airbnb-in-arabic-768x384.png 768w\" sizes=\"(max-width: 1170px) 100vw, 1170px\" \/><figcaption id=\"caption-attachment-17433\" class=\"wp-caption-text\">Airbnb in Arabic, with visuals adapted for the target region<\/figcaption><\/figure>\n<p>\u201cAt Airbnb we define localization as deliberately creating products and services that are culturally appropriate, locally relevant, and globally consistent at scale,\u201d <a href=\"https:\/\/airbnb.design\/ciao-bonjour-hello-konnichiwa\/\">says<\/a> Salvo Giammarresi, Airbnb\u2019s Head of Localization. We couldn\u2019t have said it better ourselves.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"pubg\"><\/span>PUBG<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It\u2019s one thing to localize a product for a broad audience. When it comes to video games, all hell can break loose if you don\u2019t get the localization right. Just ask PUBG, who had to deal with a<a href=\"https:\/\/www.moroccoworldnews.com\/2020\/06\/304840\/pubg-mobiles-new-idol-worshipping-feature-angers-muslim-players\"> backlash<\/a> when a new feature of their battle royale game reached the Arabic world.<\/p>\n<p>The problem? The feature was about idol worshipping, which is forbidden in Islam. Needless to say, this caused quite a stir among PUBG\u2019s Muslim players.<\/p>\n<p>In response to the outcry, PUBG quickly issued an apology and removed the offending feature from the game. While this was certainly a PR nightmare, it\u2019s also a good reminder of how important localization can be, even for products that are seemingly \u201cuniversal.\u201d<\/p>\n<p>Navigating the often murky waters of video game localization is no easy feat. Despite mishaps like the one above, we think the team behind PUBG does a great job at localization, shipping the game in<a href=\"https:\/\/andovar.com\/our-work\/pubg\/\"> almost 20 languages<\/a>. In either case, their experience is definitely worth checking out if your product is aimed at younger audiences.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-to-integrate-localization-into-product-development\"><\/span>How to integrate localization into product development?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that we\u2019ve looked at some examples of companies who have done product localization well, let\u2019s take a more practical look at how to integrate localization into your product development process.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"different-approaches-to-product-localization\"><\/span>Different approaches to product localization<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are two main approaches to localization: waterfall and agile, with continuous localization being the latter\u2019s ultimate form.<\/p>\n<h4>The waterfall approach<\/h4>\n<p>The waterfall approach to localization is the more traditional of the two. In this model, all of the content for a product or service is translated before it is released in any market.<\/p>\n<p>This can be a time-consuming and expensive process, and it\u2019s also not popular among newer, agile development teams. However, it does have the advantage of ensuring that all of the content is properly localized before it goes live.<\/p>\n<p>If you choose to go with a waterfall approach, it\u2019s important to start planning for localization early on in the development process. This will give you enough time to get all of the content translated and ensure that it meets the localization requirements for each market.<\/p>\n<h4>The agile approach<\/h4>\n<p>The agile approach to localization is a more modern and flexible one. In this model, content is released in small batches as it is translated. This means that you can get your product or service to market faster, as you don\u2019t have to wait for all of the content to be translated before you launch.<\/p>\n<p>Agile localization also allows you to be more responsive to changes in the market. If something extraordinary happens, you can quickly adapt your localization strategy based on feedback from users.<\/p>\n<p>If you choose to go with an agile approach, it\u2019s important to have a versatile localization tool in place. This will allow you to manage the translation process and ensure that all of your content is localized consistently.<\/p>\n<h4>The continuous approach<\/h4>\n<p>Continuous localization is the ultimate form of agile localization. In this model, all content is translated as soon as it is created. This means that your product or service is always available in all markets, as there is no need to wait for content to be translated before it can be released.<\/p>\n<p>Continuous localization requires a high level of coordination between the development and localization teams. It also requires a strong localization platform that can handle the large volume of content that needs to be translated.<\/p>\n<p>If you choose to go with a continuous localization approach, it\u2019s important to have a clear understanding of the workflow between the development and localization teams to ensure that everyone is on the same page and that content is translated efficiently.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-technology-can-help-you-manage-the-product-localization-process\"><\/span>How technology can help you manage the product localization process<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>No matter which approach to localization you choose, it\u2019s important to have a good localization tool in place. This will make it easier to <a href=\"https:\/\/phrase.com\/blog\/posts\/effective-translation-process\/\">manage the translation process<\/a> and ensure that all of your content is properly localized for each target market.<\/p>\n<p>A recent <a href=\"https:\/\/www.nimdzi.com\/language-technology-atlas\">report by Nimdzi Insights<\/a> found that the current language technology landscape includes more than 700 solutions. Given this diversity, it can be difficult to know which tool is right for your business. To help you choose the right localization technology for your business, we\u2019ve put together a list of features and benefits to look for:<\/p>\n<ul>\n<li><strong>A translation memory<\/strong> is a database of previously translated content. It boosts translators\u2019 efficiency by allowing them to reuse old translations, which in turn saves time and money, as you don\u2019t have to pay for or work on translating the same content multiple times. Translation memories are also useful for maintaining consistency in your translations, as they ensure that similar content is translated in the same way each time.<\/li>\n<li><strong>Term bases <\/strong>keep all of the terminology used in a project in one place so that it can be reused in future projects. This has a number of benefits, from reducing the need for human oversight to tracking changes in terminology over time, to ensuring that translations are consistent across different projects. Term bases also allow you to search for brand-specific or project-specific terminology, which can be useful when working on large or complex projects.<\/li>\n<li><strong>Content integration<\/strong> is an essential feature of any localization tool claiming to adapt to agile processes. In order for localization to be truly agile, content must be able to flow freely between different systems. This means that your localization tool should be able to integrate with the rest of your tech stack, including your content management system (CMS), customer relationship management (CRM) system, ecommerce platform, etc. Content integration makes it possible for content to be translated and published without any manual intervention, which saves time and reduces the risk of errors.<\/li>\n<li><strong>Project management features<\/strong> allow you to manage all aspects of the localization project in one place. This includes assigning tasks, tracking progress, managing deadlines, or sending notifications to project stakeholders. Project management features make it easier to keep a constant overview of the localization project and make sure that everything is on track. A centrally-managed project also makes it easier to track the progress of individual translators and identify potential bottlenecks in the translation process.<\/li>\n<li><strong>Reporting and analytics features<\/strong> give you insights into the performance of your localization projects. This includes data on translation quality, project turnaround times, or translator productivity. Reporting and analytics can be used to optimize the localization process by ensuring that projects are completed on time and within budget and that stakeholders are kept up to date. You can&#8217;t improve what you don&#8217;t measure, so make sure to choose a localization tool that provides comprehensive data on your localization projects.<\/li>\n<li><strong>Machine translation capabilities<\/strong> are a final factor to consider when choosing a localization tool. Machine translation (MT) can be used to speed up the translation process by automatically translating content. The amount of post-editing required will depend on your goals, the importance and visibility of the content, and the subject matter. For example, if you&#8217;re working on a time-sensitive project or translating large volumes of content, <a href=\"https:\/\/phrase.com\/blog\/posts\/how-to-leverage-machine-translation\/\">machine translation<\/a> can be a valuable asset, so make sure to choose a tool that offers best-of-breed, AI-driven MT capabilities.<\/li>\n<\/ul>\n<p>When it comes to product localization, there are a number of different technologies that you can use to get the job done. The right <a href=\"https:\/\/phrase.com\/blog\/posts\/10-must-haves-for-localization-software\/\">localization tool<\/a> for your business will depend on a number of factors, including the size and complexity of your project, your budget, and your deadlines. Not all localization tools are created equal, so it\u2019s important to find one that is a good fit for your particular workflow.<\/p>\n<p>Most international businesses use some form of <a href=\"https:\/\/phrase.com\/blog\/posts\/translation-management-system-how-it-works\/\">translation management system<\/a> to manage their localization projects. A TMS is a cloud-based software platform that helps streamline the translation process, creating a workflow from the initial request to project completion and allowing users to plan, assign, and manage translation projects in an organized manner.<\/p>\n<p>The best TMS solutions are flexible enough to allow users to create their own workflows and customize the software according to the needs of specific projects, departments, and teams. They are highly scalable and grow together with your business.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"navigating-the-world-of-product-localization\"><\/span>Navigating the world of product localization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Product localization is a complex process that requires careful planning and execution. When done right and <a href=\"https:\/\/phrase.com\/blog\/posts\/the-worst-localization-pain-points\/\">typical localization pain points<\/a> are taken care of, you might find that it is actually a lot of fun and the rewards of localized products are well worth the effort. A well-localized product will have a better chance of success in foreign markets, and it will also be more appealing to potential customers.<\/p>\n<p>When planning a product localization project, it\u2019s important to consider all of the factors that will impact the success of the project. This includes choosing the right localization strategy, selecting the right localization tool, and understanding the workflow between the development and localization teams.<\/p>\n<p>By taking the time to complete every step of the localization process, from internationalization to launch and beyond, and integrating localization into your product development process, you&#8217;ll be one step closer to hitting your global growth goals.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_f86da6677ccb0168298ae1ab5ce6f3a7\" class=\"pxblock pxblock--blog-cta alignfull bg--grey image--orientation-landscape\">\n\t<div class=\"block-container\">\n\t\t\t\t\t<div class=\"image image--align-middle\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1890\" height=\"1730\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/phrase-localization-suite.png\" class=\"attachment-original size-original\" alt=\"Phrase localization platform key visual | Phrase\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/phrase-localization-suite.png 1890w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/phrase-localization-suite-300x275.png 300w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/phrase-localization-suite-1024x937.png 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/phrase-localization-suite-768x703.png 768w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/phrase-localization-suite-1536x1406.png 1536w\" sizes=\"(max-width: 1890px) 100vw, 1890px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"h6\">Unlock global business with the Phrase Localization Platform<\/p>\n<p class=\"small\">Expand into new markets with all the tools you need in one technology suite for high-quality, fast, and scalable localization.<\/p>\n<p><a class=\"btn btn--outline\" href=\"https:\/\/phrase.com\/platform\/\">Explore Phrase Platform<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Product localization is the process of adapting a product or service to the culture and language of customers in a target market. Get to know best practices to make it work for your business.<\/p>\n","protected":false},"author":61,"featured_media":58690,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":true,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[38],"class_list":["post-17413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-localization-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17413"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/61"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=17413"}],"version-history":[{"count":56,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17413\/revisions"}],"predecessor-version":[{"id":83371,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17413\/revisions\/83371"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/58690"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=17413"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=17413"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}