The localization process is not just a simple translation of a particular text, but the adjustment and adaptation of this textual content to the specifics of a certain region, customs and culture, so the message that the text carries with itself can succeed in reaching its target market or audience. What is more, localization is the most effective way to reach your future clients when entering a given foreign market. In addition, there are some essential benefits of localization for consumers, such as complex service, adaptation to the target markets, single point of contact, quality guarantee, and time and money savings.
But are we aware of the possible mistakes that can easily be made in carrying out this substantial process? Here are some of the most common localization errors.
Lack of accessibility
By its very nature, the availability of accessibility in the localization means that the certain text content is straightforward, easy to understand, usable and relevant from the target audience’s point of view. By itself, this requirement excludes the use of incommensurate and complex terminology, including idioms, slang terms, confusing tenses and phrases that do not have equivalents in other foreign languages. A number of studies have shown unequivocally that even minor error can radically alter the sense of the reading. Thus, if it takes too much time and effort for readers, it will inevitably bore them and repel them from the text, which, in turn, can bring down your business.
Presence of spelling and grammatical errors
Undoubtedly, as far as localization is concerned, the only thing worse than complex texts is a translation that contains multiple spelling and grammatical errors. This is considered a particularly gross mistake that instantly destroys the image of each company. By contrast, such embarrassing blunder can easily be avoided by simply hiring highly qualified professionals whose language proficiency is as high as possible or even native.
Lack of domain for the certain country
Experts are categorical that using an international domain (.com) instead of one for a particular target country (.uk.com) is an extremely common problem as regards the successful localization process. The end result of this erroneous strategy is likely to find expression in abandoning visitors who do not speak English and have lost the motivation to look for the language flags.
There is no marketing research conducted on the target market
Unfortunately, there is an increasing incidence of misconduct among localization specialists in which a site translation is carried out without a preliminarily marketing research on the new market. It is crucial to emphasize the fact that all prosperous entrepreneurs around the world always use marketing research as a tool to implement powerful business decisions, follow trends and maintain their competitive spirit. So, it is a wonderful idea to draw inspiration from them!
Lack of a local server
And again – lack, lack, lack. If you really aim to get your website to the top of Google search, it is good to be aware that it is of utmost importance whether the server you are using is international or local. In the second type, the chance of positioning your business among search engine leaders increases much more.
Purchasing your domain at the last minute
Acquiring a brand-new domain day before entering a new market is even more than a wrong move – it is a disaster. You wonder why? It is a piece of cake to find out. In essence, to succeed in fulfilling your business objectives, it is necessary to purchase your domain a few months or a year earlier than the scheduled date for entering a given foreign market. Otherwise, there is a tremendous risk of being overtaken by your competitors, and withal at the most substantial moment for you.
There is no physical address and local representation
Taking into account the increasing popularity that is seen among local searches, in case your business still does not have a local address and physical representation, be sure that this omission will automatically steal your rankings, traffic and customers.
The entire localization process is undoubtedly complicated and therefore requires experience and assistance from qualified professionals who will never make the mistakes listed above.