When it comes to customer-centric website design, a critical decision revolves around whether to incorporate specific content tailored for particular countries. This pivotal practice is known as localization, and it's essential for websites catering to diverse global audiences with distinct:
- Product requirements
- Language preferences
- Cultural nuances, often referred to as 'cultural adaptation'
Localization tackles these multifaceted challenges head-on. In some cases, products may be relatively consistent across various countries, and localization primarily entails adapting the website to suit each unique market. However, effective localization often extends beyond mere translation, requiring the creation of distinct promotional concepts tailored to each country's unique characteristics.
Determining the extent of localization presents a complex dilemma for managers. While it's widely acknowledged that accommodating local preferences holds significant value, striking the right balance between localization costs and the potential increase in conversion rates remains a challenge.
Another crucial aspect of localization to consider is its impact on search engine optimization (SEO). Websites offering local language versions tend to enjoy more prominent listings on search engine results pages for the corresponding local versions of search engines. Numerous specialized companies have emerged to assist organizations in managing these content localization issues effectively.
Levels of localization
Sigh and Pereira (2005) have presented an evaluation framework categorizing the degree of localization:
1. Standardized Websites (Not Localized): A single site serves all customer segments, both domestic and international.
2. Semi-Localized Websites: While a single site serves all customers, it provides contact information about foreign subsidiaries for international customers. Many websites fall into this category.
3. Localized Websites: These are country-specific websites that include language translation when relevant. Companies like 3M have adapted websites for multiple countries into local language versions, with an initial focus on major websites.
4. Highly-Localized Websites: These country-specific websites go beyond language translation, encompassing various other localization aspects such as time, date, zip code, currency formats, and more. Dell is known for providing highly-localized websites.
5. Culturally Customized Websites: These websites immerse themselves completely in the culture of specific target customer segments, sometimes necessitating the creation of multiple websites for a single country to accommodate dominant cultural differences. Durex serves as an example of culturally customized websites.
Adapted from: Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation, and practice (Vol. 5). Harlow: Pearson.