The Complete Guide to

Growing Your Business

With Localization

Part I
PhraseApp is a very important tool in our product
internationalization. It helped us to create a smooth process
between developers and managers.

- Andre Jordo, CPO at Wundercar

AUTHORS:
Brian Powers
Frederik Vollert
Introduction

Hey there! Thanks for checking out the Phraseapp Localization

eBook course.

This is Chapter I: Attracting Global Customers

In chapter 1 I will go into detail about all of the major steps

involved with the Localization of your software, mobile app or
website.

This eBook course is divided into several individual parts which we

are releasing over the course of the next weeks.

We hope that this gives you time to digest the material and a
chance to implement our Localization strategies into your
translation process.

PhraseApp has helped thousands of people and hundreds of

companies to localize their products more successfully and if you
let us we can help you too.

- Brian
 Table of Contents

Chapter I: How to Attract Global Customers

Chapter II: Preparing Your Software for Translation

Chapter III: Setting Up a Translation Process

Chapter IV: Localization Beyond Translation

Chapter V: Automation and Continuous Localization

Chapter VI: Internationalization of an iOS app

Chapter VII: Improving Translation Quality

Chapter VIII: International SEO and SEM

Chapter IX: Sales Impact / ROI of Translation

Chapter X: The Future: Integrated Content Processed


Whats this all
about?
Thinking about launching your
software or mobile app in multiple
language markets?
Localization is key to the growth and
success of companies like Facebook,
Twitter and Amazon, as well as pretty
much everyone else who has
successfully expanded to a global
market. It can certainly seem like a lot
to a young company or individual with
limited experience with this kind of
expansion, but Im here to tell you that
its really not that bad!
This guide will begin to show you how
you can successfully localise your
software product or services quickly
and efficiently without breaking a
sweat and growing your business
internationally.
In this eBook well share key
information about software
Localization and well take you
through the entire process of how to
localise software and apps from start
to finish.
Well explain in great detail, a
successful Localization project step-
by-step from the planning stage to
implementation and beyond. Well
also go into how you, the person
responsible for your companys
software Localization, can monitor the
impact that successful Localization
has on your business.
While Localization can be complex,
streamlining your translation and
Localization efforts and planning
ahead can ensure the efficient and
cost effective Localization of your
product.
We have helped thousands of product
managers and developers to localise
their software and translators to
provide higher quality translations for
their customers so Id like to think that
we can help you as well.
In this guide well share with you a few of the key
concepts, our industry insights and best practices.

Well talk about:

What a locale is
How software can be adapted to different languages
How language files can be created
What translators really need in order to provide
meaning fun translated content
How your developers can save a lot of time.

Who should read this guide?

Anyone who is interested in gaining a more complete

understanding of Localization through translation.
Product managers and those responsible for their
companys software Localization, looking to better
reach a global audience
Developers looking to expand their understanding of
the Localization process and explore how it can be
better applied.

So without further ado, lets get started with

Localization!
1 How to Attract
Global Customers

Only one fourth of all Internet users

speak English

- W3Tech Study
Is Localization
Really Worth the
Time of Day?
Finding high quality
translators can really be a
huge drag.
It can seem like an extra expense
that you always foresee will to
start adding up, especially if you
re a small startup with big dreams
and a not-so-big wallet.
Furthermore, everyone speaks
English anyway, right? So is this
really necessary?
Well, not so fast
The whole universal English
thing is a pretty massive
misconception perpetuated
primarily by English speaking
tourists visiting Western European
countries, visiting touristy
locations mostly surrounded by
other tourists and tour guides.
While its still true that the vast
majority of Internet content is
written in English, were still a far
cry away from having numbers
that play favourably in terms of a
global language or its potential.
According to Internet World Stats ,
as of November 2015, only 25.9%
of global Internet users are online
in English. However, in opposition
to this fact, 53.5% of the Internets
content is composed in English.
You can clearly see why there
might be a slight problem there.
So with those numbers in mind
lets talk about how Localization
can increase your connectivity
with your targets, reduce your
time to market for new products
or updates, save you and your
team time and expense and
generally simplify the lives of
everyone involved.
Acquiring Customers
There are a few key reasons why
your target market might not be
biting the hook, so to speak. So
before we get into how we can
localise we need to identify the
problems were dealing and think
about how we can target them.
Do they even understand what
youre offering?
You started out just fine. You
created your content, blog
articles, featured pages. You
improved the quality and
authority of your copy and now it
s more compelling than ever.
But when you finally succeed in
leading those tantalising
prospects to your website, theyre
still not signing up.
It could just be that theyre not yet
convinced of your products
benefits, but it could be worse. It
could be that your customers
literally cannot understand your
message.
Your product is pretty cool and
your prospects really are
interested, but they may not
speak English.
According to the stats above, it
doesnt really take a genius to see
what Im getting at here. This is
an enormous discrepancy and I
guarantee that its losing you
money!
This means that the other 74.1%
of the Internet-using human race
are unable to fully get a handle on
what the heck your content even
is.
Though more and more people
are learning English and many will
understand a small modicum,
most Internet users still prefer to
use applications and software in
their native languages when
available.
The worst case scenario is that
these people are searching using a
term in their native language and
will not find your app at all. Stop
losing 60% of your visitors before
they even get to your doorstep!
Wouldnt it be fantastic if you
could reach out to tens or even
hundreds of thousands of new
users without launching a new
product but by simply expanding
your products offerings on an
international scale?
Of course it would!
The process of adapting your
software into different languages,
date formats and other local
cultural characteristics is called
software Localization and thanks
to standardisation and software
solutions, translating your
software has never been easier or
more cost effective than it is right
now.
Companies that localise their
content see improvements in
market share, engagement and
revenue as a result of providing a
more culturally relevant customer
experience.
Translating your product has
many other benefits as well
including but not limited to SEO
(search engine optimisation) and
SEM (search engine marketing).
Localised SEO and SEM content
will receive much higher quality
scores, rankings and click-through
rates when it is able to be found in
search engines by searchers
hunting for information in their
native languages.
Localization can act as a catalyst
for your acquisition, engagement
and monetisation efforts. If you
want to tap into the global
market, you cant just stay in one
country or produce your content
in a single language.
You have to explore international
markets and Localization should
play a major role in your company
s growth strategy.
The gist: more downloads, more
sales, more revenue and reduced
costs in market spending.
Whats not to love?
Localization can give
you the competitive
edge in an ever more
competitive online
world.
As we all live in a world of
globalisation with every
business aiming to capture
the global market, the ability
to expand your companys
potential customer base can
make the difference between
the massive success or tragic
failure of a new product.
But believe it or not, not all
companies are doing it! Many
companies, as a matter of fact, are
coming up with excuse after
excuse as to why theyre delaying
the translation and
internationalisation of their
products.
Companies that localise their
content see improvements in
customer experience and
market share immediately as a
result of their efforts. Localising
your product and providing your
services in several languages
will give you a competitive edge
over all of the competition that
didnt.
But its not just about getting
ahead, its also about keeping up.
You can rest assured that many of
your competitors are also having
their products prepared for a
global market. So its not just
about maintaining a competitive
edge, its also about making sure
you arent made obsolete by a
better optimised competitor.
Increasing Your
International Footprint
Localization will also help you to
create a more culturally relevant
customer experience. A better
customer experience is the
foundation of a growing business
and leads to the additional
benefits of increased market
share, engagement, revenue and
perhaps most important;
reputation.
Localization will also help you to create a
more culturally relevant customer
experience. A better customer experience is
the foundation of a growing business and
leads to the additional benefits of
increased market share, engagement,
revenue and perhaps most important;
reputation.
Providing your services in a customers
native language makes them feel as though
they are being catered to. It makes them
more comfortable with you and with your
product, leading them to be more likely to
spread the good word about your
company. Expanding existing software to
the global market and creating such a
rapport for yourself can significantly
increase your customer base and greatly
increase your companys profits.
Translation will increase customer
awareness towards your products and
services and will allow you to reach new
customers and markets. You can increase
your addressable market with just a few
easy clicks, so go and sell in every language
you can!
Thank you for reading!

We certainly hope that youve found the information contained

within these pages to be helpful to your Localization and
translation processes.

Well be releasing more free PDFs such as this in a continuing

longer series and we sincerely hope youll continue reading.

Up next:

Part II: Preparing Your Software for

Translation

Well discuss in much greater detail the basic terminology and

processes for making sure that your software is ready to be
localized.
 PhraseApp

Contact us!

phraseapp.com
sales@phraseapp.com
+49-40-357-187-76

PhraseApp
Groe Theaterstrae 39
Hamburg, Germany

twitter.com/phraseapp
facebook.com/phraseapp
inkedin.com/company/phraseapp