Whether you run your own eCommerce website or host a SaaS platform, localization plays a large part in your overall marketing strategy. As an online brand, your goal should be to reach as many potential clients and recurring customers as possible. According to statistics published by Shopify, 57% of global customers prefer ordering goods and services from overseas retailers.
This paints a clear picture of how design localization can transform the way you conduct business online. But how do you go about localizing your website and content without losing precious momentum or revenue? Let’s take a look at several examples worth keeping in mind, as well as a list of elements worth including in your design localization.
Localization Elements to Consider
- Language Options
The first and most important element of design localization is the list of languages you provide to potential customers. Depending on the scale of the global market you want to reach with your products or services, you should opt for different languages. You can refer to The Word Point for content localization services if you don’t have a translator in-house. Languages such as English, Spanish, German, Italian and French are always a good choice.
- Date & Time Information
Not all of your customers will belong to the same time zone or use the same date formatting. Make sure to include localized date and time information depending on the IP address of whoever visits your website.
- Payment Options
The more payment options you offer, the more likely someone will make a purchase through your website. It’s worth pointing out that different currencies should also be displayed on individual product pages. This will allow potential customers to easily gauge the price points of different services or products.
- SEO Optimization
Each individual language option should be optimized separately for SEO. This will allow your pages to rank well in search engines despite different language options present on the domain. Make sure to check out services such as Keyword Planner or SEM Rush to find out what words and phrases to localize through SEO.
- Localized Customer Support
Lastly, your company should be able to provide some form of localized customer support. While you can’t have separate agents for different languages on your payroll, you can use chatbots or third-party agencies to amend for that. This will add an extra layer of positive user experience (UX) to your site’s localization.
#1 – Amazon
As the biggest eCommerce website on the planet, Amazon has a lot to offer in terms of learning about good design localization. The site is designed to automatically detect where a user is coming from, ensuring that an adequate landing page is displayed.
This allows for very streamlined and focused customer experience with a plethora of language options available. However, Amazon built their service up throughout many years of user testing and trend-chasing – not simply overnight. Make sure to check their website out and switch between regions and languages to notice important elements worth implementing into your own website.
#2 – Apple
Another great high-caliber example of design localization can be found in Apple. The company is well-known for its Mac and iOS devices which allow them to experiment with online branding and presentation. Apple has ensured that dozens of languages are available for your convenience depending on the region and specific country you try to access the website from.
Coupled with a simplistic and minimal landing page design that focuses on products instead of text information, Apple has created a very exemplary localized design. As a bonus, the company also provides individual customer support for each country that features their products in retail, further proving that design localization goes far beyond simple content translation.
#3 – Hotels.com
Similar to popular websites such as Booking.com, Hotels.com does something very different compared to its contemporaries. The website offers numerous localized services and content types which allow people from across the world to understand context and advice behind each message. Hotels.com offers more than 80 combinations of languages and currencies for your booking convenience.
All you have to do is input basic travel details such as dates, price ranges and cities to get started. Hotels.com will then present you with a list of potential places to book your stay at depending on your initial filters. Different language and currency options will present you with localized content, tips and messages in regards to your future travel plans.
#4 – Book Depository
Design localization often goes beyond text translation. A great example of UX design localization can be found on Book Depository, an eCommerce website dedicated to worldwide book sales. The major selling point of Book Depository can be found in its handling of international shipments – which are completely free of charge.
The service has managed to create a decentralized shipping system throughout different book retailers across the globe. That way, shipping costs are cut down significantly and further sales are encouraged through constant discounts and loyalty benefits. Besides that, Book Depository features a real-time purchase display on its landing page, allowing visitors to track fresh orders on a global map. This type of design localization allows each user to feel like a part of a bigger whole, further encouraging them to engage with the website and its services.
#5 – ASOS
Finally, a great example of localized retail eCommerce can be found in ASOS. While not an exclusive manufacturer by itself, ASOS offers numerous different brands apart from its apparel portfolio. The platform is built with different localized regions in mind, offering a plethora of shipping choices to potential customers.
ASOS also takes local trends and popular demand into account when filtering its product portfolio for different regions. The platform is very competently localized and optimized for SEO in various languages. This type of forthcoming UX design is rarely seen in clothing and apparel eCommerce website, further elevating ASOS from the competition.
It’s easy to look at these examples and feel overwhelmed by how much some brands have managed to refine their design localization processes over the years. However, each website started from scratch and built their reputation, SEO and customer bases over time.
Create a design localization roadmap for your website and start the process in a step-by-step fashion. Before you know it, you will attract customers from across the globe and spread your brand influence throughout different regions and countries.