Why localize your web apps
Because English is still, just another language.
Because huge non-English markets, such as the EU and China are teeming with potential and the key to unlocking them – localizing your web app. Localizing your app provides you with an opportunity to enter a new market, gain visibility, and exposure, and thrive.
Plan the localization of your web apps
Before localization – there is internationalization. Internationalization is the process of making sure your app is localization friendly. This means it is not hard-coded, that the source code is separated from the actual dynamic content which will be translated and localized. Internationalization is done well and time will save you time and money once the localization process starts.
Select target markets
One of the first questions that obviously comes to mind when localizing your web apps is “Which languages and which countries?”.
Focus your resources: the best localization is smart, well-thought-out localization. Just because there are thousands of languages available, it doesn’t mean all will work for your app and your overall market expansion goals. Choose your markets carefully. If your app is already published, checking the current stats will help you see where there might be untapped potential.
Analytics
If you already have a web or mobile app, check your app analytics to identify countries and markets that are already using your product. If you don’t have an app, you might be able to do some competitive research to see which apps are localized to which markets.
Market Research
Keep in mind that different countries have different popularity in browsers and customized versions of operating systems. You need to know those details before getting started with your actual localization project.
Managing Translators
When translating your app, you most likely rely on human resources that can help you with your localization efforts. This means hiring professional translators or finding people on your team that speak the local language and are able to help with the translation efforts.
Translating text segments will go faster and easier if the translators understand what is the context of the text, where it will be positioned and what outcomes actions will deliver. We consider providing the translators with either access to the source app or at least visual cues and explanations
Localizing text & non-string content
Text localization comes into play once internationalization is done and once you have selected your preferred locales.
The locale will then influence beyond the text, such as currencies, time and date layout, measurements, numbers, etc. This is where good internationalization pays off big time.
One of the main challenges of text localization is certainly pluralization. Make sure your text segments are pluralization-friendly and that there’s enough space in the layout for all variants.
Localizing visual content
App development and design should be done with localization in mind. Since different languages require different spacing and layouts, be sure your app’s interface will be localization friendly from the visual point of view as well.
For example, your app localized to right-to-left languages might require a completely different user interface from your original one. While some languages have larger font sizes, the words are usually shorter. On the other hand, some languages have many compounds that take more space than typical English words do.
Visual localization of your web app can include changes in navigation elements, colour schemes, pictures, videos, etc.
Different countries and cultures have a different understanding of colours and getting that can be crucial. For example, the red colour in some countries is used to signal danger, while in other cultures it’s considered the bringer of good luck.
Don’t forget!
Localization of the Privacy guidelines and In-app purchases is a must, especially if the market you have your eyes set on has strict legal provisions for user privacy protection. Know your audience and deliver accordingly.
Testing your localized web apps
Test, test, test – before releasing your app onto the new market, make sure you have it checked, used, and reviewed by native speakers.
There are various web app testing approaches available. Functional testing for example ensures that the web app’s functionality and performance aren’t affected by the localization done. At this point, the person running the test doesn’t necessarily need to understand the localized languages.
Don’t forget to test for different browsers – Internet Explorer, Chrome, Safari – whatever your future users will be using, you need to be sure it has been checked.
In addition, conducting user tests (such as alpha or beta tests) will ensure that the app is working properly, while all translations are correct. This test needs to be done by native speakers that understand the translated languages.
Lastly, stay open to feedback. Even the best localization can be improved upon. Listen to your users and provide them with an opportunity to share their feedback – and then evolve further.
