Let’s simulate a situation: you’ve finally decided to start your own business. You thought for a long time about what you want to do, and settled on commerce. You decided to create your online store, for example, on Shopify. After a while, you started to succeed in your business, but you still want to improve your sales. How to do it?
It often happens that a business is faced with a situation where there is no growth in demand for goods and services in their country. There is an option to reorient the company to other areas within the already known market.
When it seems that in the already known conditions it is easier to do business, it can be a deception: you may have to learn a new direction from scratch, reorient production or look for new suppliers. This is not a statement, but you can lose more from this business expansion than you gain.
In the era of globalization, you should always consider expanding your online store to other markets and countries. Even 100 years ago, it was difficult for a small business, but with the advent of the Internet and other modern technologies, almost everyone can conduct international trade. But how to translate your store into other languages? It’s probably expensive.
Everything is not as complicated as it might seem. For example, Shopify has an app called LangShop that helps online store owners with translation. Wondering how to enter a new market and improve your sales? Then this material is for you.
Translation or localization?
If you are a store owner in English, then you might think that you are very lucky: this is the language of international relations, trade and science. In fact in commerce stores with content in the buyer’s language give a much greater result. Translating content into your native language improves sales by at least one and a half times. It’s just easier for people to perceive information this way, even if they know English well.
But a common situation is when businessmen translate their store, but sales do not improve. What could be the problem? Very often simply translating your resources is not enough to stay on the same page with clients. To truly please a customer from another country you need to localize your store.
Localization is the process of adapting something to the linguistic and cultural context of a market other than home. If you made a product or service in Finland and it is in demand there, then localization for France requires not only literal translation, but also adaptation to French culture. Without this you may not be understood or even offensive.
How is localization different from translation? The first is a broader concept, which includes work with the perception of representatives of different cultures and the context in which the business is located. The second is an integral part of localization, which is not suitable for effective international business.
In words, it seems that even translation is difficult, and localization is completely beyond the reach of a small business. In fact, both can be done, but time and effort are needed. And you also need a good plan for how to do it. But how to create it effectively?
Localization strategy: necessity or overkill?
Sometimes people say that planning something is pointless, because it will still not work out to follow the plan, which means that the planning time was wasted. Obviously they are wrong, and here’s why.
Why are we planning anything at all? First, it allows you to concentrate on the important things. During planning, you develop the entire path from start to finish instead of spontaneous work on something. Secondly, you can come to completely unexpected conclusions. Things that you haven’t thought about may logically appear outward as you create a plan.
Strategy is also a kind of plan, just broader. And localization should also have its own plan, because this process is multi-part. How can you competently create a localization strategy?
What to consider in a localization strategy?
As with any plan, mistakes and miscalculations can be made in a localization strategy. But don’t worry: business is not a war, and losing is not so critical here. However, there are important things to include in your strategy:
- make your strategy unique;
- learn from the experience of predecessors;
- use modern tools.
Unique strategy — unique success
Anything that is unique usually has special value in both positive and negative ways. Try to differentiate your strategy from your competitors. This doesn’t mean you need to do everything in opposition to your competitors.
Your task is to adapt the effective moments of your competitors’ strategies for your own, to discard the unsuccessful ones and supplement with your own unique thoughts.
Learn from those with experience
Try to find someone who has already worked with localizing something for the same market and in a similar segment. You don’t have to collaborate with him, just talk to him about his experience. Surely, he has his own cases about the peculiarities of the region or the localization process itself.
Use translation tools
The LangShop app helps you translate content and improve sales on the Shopify platform. Stop losing customers for lack of translation!
LangShop is an app that allows shoppers to view products in their language and in their country’s currency. For example, Germans will see your English-language Shopify store in German. It helps to provide better user experience and improve sales.
Correct translation is an essential part of localization. There are many localization apps, but LangShop for Shopify has a number of advantages. It provides automatic translation which you can manually edit. LangShop app supports 241 languages, but you can use only 5 due to Shopify limits.
LangShop provides dynamic translation, so don’t worry about your store’s dynamic content. The app also automatically detects the user’s location and displays content in his language. Translation takes place in the background and does not interfere with your work.
LangShop for Shopify gives a foreign customer the opportunity to understand that your store is better than a local one. Make sure of this with a free 14-day trial period right now!