Anyone looking to effectively engage with customers online has thought about localizing their content (at least they should have). In a recent survey by Transifex, 70% of respondents indicated that localizing content has a direct positive impact on their business. With results like that, it’s hard not to join the throngs of companies hurrying to localize their content. The question is…what to localize first? How do successful companies prioritize what they localize?
According to the survey, here are the 5 most important types of content to localize.
Web apps: This is often the first interaction a potential customer has with a company, and it better be a good one. Delivering a localized experience tells the visitor that you care about them, that you understand their needs. In the Transifex survey, 51% of respondents reported a better user experience as a result of their localized content.
Documentation and knowledge bases: Once a customer has decided to do business with you, the next thing they often do is learn more about your product/service which typically sends them to your documentation pages or knowledge base. If this delivers the same localized experience, you’re well on your way to impressing even the most skeptical new users.
Mobile apps: Depending on the industry, the first point of contact will either be via a web app, as we mentioned, or via a mobile app. The key to making an impact with a mobile app is clarity and ease-of-use. What could be easier than showing up in a visitors local language right from the start?
Marketing content (company web pages): Making sure your website content talks directly to the prospect in their language is imperative. According to the Transifex survey, 15% of respondents stated they saw increased engagement as a result of localized content.
Landing pages (campaign-specific pages): Before a prospect becomes a customer, they have experienced your company brand through your marketing. This is your opportunity to make a great first impression.
Interesting to note, blogs and user-generated content are viewed as some of the least important content to localize. This is probably due to their dynamic nature and the fact that people commenting on blogs and other forums may do so in local language, thus decreasing the need to localize.
SOURCE: Transifex Localization Benchmark Survey, 2014