How Localization Increases Conversion Rates and Attracts New Customers

When it comes to the cacophony of offers and suggestions of global businesses, localization is the charm that turns curious browsers into loyal and ardent supporters. Picture a market where every stall speaks directly to you, offering products that seem handpicked for your tastes and preferences. That’s exactly the magic of localization. It’s more than translating “Shop Now” into a dozen languages—it’s about crafting a tailored experience that feels effortless and welcoming. Whether it’s reworking slogans to tickle local funny bones or adapting products to local flavors, localization is your ticket to higher conversions and a devoted audience. Ready for a culture-rich, sales-boosting journey? Let’s go!

What is Localization and Why is it Important?

Ah, localization—the magical art of transforming your website content from bland to grand! It’s more than just translation, for several reasons:

1. Translation Is a Cog in the Localization Machine: Your content resonates with the target audience more when you integrate your translations into broader cultural norms of a new market. Therefore, translation is essential for localization but stops short of offering a comprehensive experience. Experienced professional translators utilize the power of machine translation and review their output to avoid direct translation and fit the required tone of voice, messaging, and brand culture to create exactly what you need where you need it.

2. Designs Are Involved Too: Effective localization strategies make provisions for images and creative designs to further your messaging. Maple leaves will remind Canadian users of national identity but fall on "deaf eyes" in Malaysia, say. Showing rice thrown at a couple that just got married will be perceived correctly in the Western world but might not be immediately clear for customers in other target markets across the world. The list goes on. Remember this: local language is not just words and grammar, it is also images and notions that come with it.

3. Formatting and Layouts Are In: Languages are all different, particularly when it comes to the number of words. For your copy to not be lost in translation, you'll need to make sure there's enough space to express yourself. For example, Chinese and Japanese will require significantly less space than English, while Slavic languages tend to be longer and have words of many syllables. This is especially important in the world of e-commerce, where your call-to-action (CTA) buttons might fail to garner the same attention due to formatting.

There are many more differences, of course, but these ones are key when launching a localization project for international audiences. Translation and localization should go hand in hand rather than being a substitute term to save time and/or money.

Why Should Businesses Invest in Localization?

Well, the answer to this question is rather simple. If you want your brand to not just exist but thrive in a new market, you need to ensure your website content resonates with your target audience. A good translation is like seeing a friendly face, while a direct translation is the awkward cousin who shows up at your birthday party uninvited. With content localization, you’re not just translating words; you’re optimizing your marketing materials to fit cultural norms and local language nuances, making your localized content a hit with potential customers.

Utilizing professional translators and robust translation services can significantly boost your conversion rates. Think about it: app localization and website localization can transform your landing pages into customer magnets, while savvy SEO practices ensure your keywords hit the mark across different languages. The impact of localization on conversion is undeniable—it’s like sprinkling fairy dust on your digital marketing efforts. You want to be the brand that feels like home, not just another faceless entity.

So, why not embrace localization and watch your brand soar? When you invest in localization strategies, you're not just translating; you're crafting culturally appropriate experiences that lead to:

• Higher Conversion Rates

• More Customers

• Better Brand Recognition

The only real downside is that this process is not always straightforward and has a lot of moving parts that you need to juggle at the same time. But it is truly worth it in the end.

How Does Localization Impact Conversion Rates?

Seems obvious but let's talk about it anyway. Here's a simple proposition, which button an English speaker is more likely to click on a website: "Shop Now" or "Winkel Nu" (shop now in Dutch)? The answer is quite clear, we think. Moreover, there was a study from Common Sense Advisory which found that 75% of shoppers are more likely to buy when your content is presented on a silver platter in their native language. This stat speaks volumes about the power of making people feel understood. Conversion rates get a big lift when businesses speak with their audience’s preferences in mind. In the digital world, where endless options are just a tap away, even a slight bump in conversion rates can seriously impact sales and keep customers coming back. Let's discover how it happens.

What Are Conversion Rates and Why Do They Matter?

In plain terms, conversion rates are

the percentage of visitors to your website who take a certain action all businesses are looking for

Examples would be making a purchase or signing up for a newsletter.

There are five main conversion rate types that your company should keep an eye on (this can vary depending on the type of your business):

1. Click-through conversions

2. Sales conversions

3. Landing page visit conversions

4. Lead generation form filling conversions

5. Subscription or registration conversions

Conversion rates gauge the effectiveness of your marketing campaigns/strategies and overall user experience. A higher conversion rate means more of your visitors are becoming customers, which directly impacts your bottom line. A nice benefit for your next board meeting, right? In our competitive world of business and e-commerce, even a tiniest of upticks in conversion rates can be a dealbreaker for your spreadsheets.

What Evidence Supports the Link Between Localization and Higher Conversion Rates?

There's a wealth of evidence highlighting the positive impact of the localization process on conversion rates. A report from the International Data Corporation (IDC) suggests that organizations that invest in localization strategies are 1.5 times more likely to gain market share compared to those that do not. The previously mentioned research by the Common Sense Advisory surprisingly discovered that 56.2% of consumers value the ability to obtain information in their own language more than the checkout price.

Sri Sharma, Managing Director at Net Media Planet, shared some impressive insights on boosting conversions through localization in search and display campaigns. On average, his clients saw a 20% lift in conversions just by translating ads and landing pages into the local language. And when they went all-in, fully localizing websites with translated content and local currency options, conversions shot up by 70%.

One standout case study was for UK fashion brand Karen Millen, which saw big gains in the US market by “speaking American.” By swapping British terms with Americanisms—like “autumn” to “fall” or using “z” in “organize” instead of “s”—conversions jumped 25%. It turns out, those small tweaks in language really do make a difference when expanding abroad.

Here’s the thing: speaking your customers’ language isn’t just a nice touch—it’s a game-changer. Or as Nelson Mandela put it, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” When brands go the extra mile to connect in a way that resonates, they’re not just building trust—they’re sparking loyalty and sending conversion rates into overdrive.

How Can Localization Attract New Customers?

When you improve conversion rates, it decisively translates into new customers, customers that are getting more loyal, more supportive, and more responsive to your campaigns. Starbucks has fans all over the world, not necessarily due to the quality of their coffee drinks but because they effectively appeal to their target audiences (drinks that feature local flavors, convenience of having a coffee on the go, marketing campaigns that connect with local markets). A US-headquartered company localizes almost everything, from their menu to their banners and slogans, winning more and more customers globally and boosting conversion rates along the way. This is just one of many, many examples out there that involves efficient localization.

What Markets Can Benefit Most from Localization?

Many industries worldwide are starving for effective localization efforts. If you are one of them, it's great news for your business. If not, the world is your oyster! Take a daring dive. But let's explore more.

• E-commerce and Retail: With online shopping booming worldwide, retail brands that localize their websites, product descriptions, and payment options see significant gains. Shoppers want prices in their currency, sizes that match local standards, and product descriptions they don’t need to Google Translate.

• Gaming and Entertainment: From video games to streaming platforms, the entertainment industry is a heavy hitter for localization. Players and viewers want immersive experiences that feel made just for them, whether it’s character dialogues in their language or culturally relevant storylines.

• Travel and Hospitality: Traveling internationally means dealing with different languages, currencies, and cultural expectations. Travel sites, airlines, and hotel chains that localize booking options, customer support, and content enjoy more bookings and happier guests.

• Education and E-Learning: E-learning platforms that adapt content for different languages and educational systems open up new markets and boost enrollment. For example, translating courses and tailoring cultural references for specific regions makes learning smoother and more accessible.

This is industry-talk, but when it comes to geographic markets, there's no shortage of opportunities. If you are looking for tips about what the most spoken languages in the world are, here you go:

1. English: ~1.5 billion speakers

2. Mandarin Chinese: ~1.1 billion speakers

3. Hindi: ~602 million speakers

4. Spanish: ~570 million speakers

5. French: ~280 million speakers

6. Modern Standard Arabic: ~274 million speakers

7. Bengali: ~273 million speakers

8. Portuguese: ~265 million speakers

9. Russian: ~258 million speakers

10. Urdu: ~230 million speakers

Important note: this list includes both native and non-native speakers and estimated but widely accepted figures.

What Strategies Can Businesses Use to Expand Their Reach Through Localization?

Building your customer base is not easy but so, so rewarding in the end. Here are a few tips for your localization strategy that will bring in more customers as a result:

1. Research Your Target Market

Zero in on your target market and audience, browse facts about the local culture, analyze competitors, look into SEO strategies, study international marketing and translation tools. Always think about the next several steps to save your time and resources down the line.

1. Pick a Reliable Translation Partner

The time of manual translation process is gone, AI-powered solutions dominate the market now. Special machine translation softwares are called Translation Management Systems (TMS) and they stand ready to cut down your project times and ensure highest standards of translation to build on. TMS differ according to many factors, of course, but our suggestion for smaller companies with limited budgets would be Localit.
This brand new software offers 111 languages to translate into, boasts high processing speeds, has integrated chats for your team to communicate, and allows you to choose your AI professional translation medium (ChatGPT, DeepL, Google Translate). Its handy interface will help you navigate even the most complicated of projects. Get in touch to learn more.

1. Test and Get Feedback

Languages and cultures intertwine in the most intricate way we don't always understand. To help your project succeed and obtain that vital increase in conversion rates, always test your localization and translation efforts before rolling them out. This will help you catch any unwanted mishaps and missteps. Localization needs precision, localization ensures uniformity of message. Testing and getting valuable feedback will help you stay on track.

Conclusion: Why Localization is Essential for Business Growth

In a world where reaching audiences is everything, localization means bridging that gap with content that feels genuinely local. It’s not just about words; it’s about culture, visuals, and even payment options that match what your audience expects. When you use localization to optimize the content, you’re speaking directly to customers in a way that boosts conversion rates and expands your reach—transforming browsers into loyal buyers and casual viewers into fans. From slogans to website layouts, every localized detail can make the difference between a missed opportunity and a solid sale.

And if you’re looking to streamline your localization journey, why not give Localit a try? With 111 languages, AI-powered translation tools, and a simple, team-friendly interface, Localit makes even the most complex projects feel doable. Don’t leave your global expansion to chance—explore the perks of Localit and watch your brand go truly global.