Web Site Localization 101 – an overview
Judith Soloduk
Senior Localization Strategist
ENLASO Corporation
jsoloduk@translate.com
703-444-4274 ph

Web Site Localization - Agenda
• Mini demo
• Definitions
• Case Study – Match.com
• Web user statistics
• Internationalization
• A quick overview of the Localization process
• Web Site cost drivers
• ROI
• Questions and Answers

What is Localization?
Mini Demo

Pre Localization
1962 Mini Cooper
Great product
Strong sales on the UK
market
Worldwide brand
recognition
BUT – Competition
with other small cars
Requires localization
before it can sell
overseas

Post Localization
2006 model
Larger exterior and
interior
6 speed and manual
Options – stripes,
flags, lights, sun roof
etc

… now everyone wants one …

… including me …

Some Definitions…
Translation
“Process of converting the written word of a source language into the written
word of a target language, using a translator, editor and proofer.”
Localization (L10N)
“Localization is the process of adapting a product; web site, software,
documentation, or marketing collateral to satisfy the needs and requirements of
other markets or cultures (locales). It usually comes after internationalization in
the shape of a package of services including translation, design and cultural
adaptation. ”
Locale
“The combination of geography, culture, and language that that describes a
particular target market or audience.”

More Definitions…
Internationalization (I18N)
“Process of designing a web site or engineering a system to support multiple
locales with a single set of source code so that they can be adapted easily to
different locales. Usually a pre-requisite for successful localization.”
Globalization (G11N)
“The process of conceptualizing your product line/web site for the global
marketplace so that it can be sold anywhere in the world with only minor
revision. Combination of internationalization and localization, as well as
implementation of a global strategy from early product development through
localization.”

Web Site Localization - Case Study
• Launched on April 21, 1995.
• Brought online dating into the mainstream in the US.
• Localized 30 sites in 18 languages in 32 countries over 6
continents.
• In 10 years, Match.com has grown to more than 15 million
members with profiles posted and one million paying
subscribers.

Web Site Localization - Case Study

Web Site Localization - Case Study
• 60,000 members during first year of operation
• Today, 60,000 new members register every day
worldwide across 6 continents
• Since November 2006, Match.com has moved up from
4th place to take first spot in February 2007 with 19.6
million user logins in the online dating industry

Some statistics – Internet Penetration
COUNTRY WEB USERS PERCENTAGE
INCREASE in 2006
Worldwide 747 million Up 10%
United States 153 million Up 2%
India 21 million Up 33%
Russian Federation 13 million Up 21%
China 87 million* Up 20%
Mexico 10 million Up 18%
Brazil 15 million Up 16%
Italy 18 million Up 13%
Canada 20 million Up 11%
South Korea 26 million Up 8%
Japan 54 million Up 4%
France 25 million Up 4%
Spain 13 million Up 4%
Germany 32 million Up 3%
Netherlands 11 million Up 3%
UK 30 million Up 1%

Top Ten Languages
The most commonly supported languages on global Web
Sites are currently:
1) English 6) Simplified Chinese
2) German 7) Italian
3) French 8) Spanish (Latin America)
4) Japanese 9) Korean
5) Spanish (Spain) 10) Portuguese

Some statistics – who’s buying?
A) Most people prefer buying and interacting in their own language
(over 52 %)*. Web users who purchased online buy only at websites
where the information is presented in their language.
B) Language significantly influences important purchases like insurance
or financial services (over 85%)*.
C) Companies have been increasing the number of languages supported
on their Web Sites over the past five years.
*Can’t Read, Won’t Buy: Why Language Matters on Global Websites - An International Survey of Global Consumer
Buying Preferences

Some statistics – who’s buying?
D) It takes more than local language to sell something. Over two-thirds
(67%) visit English-language sites monthly or more frequently, but
only a quarter (25.5%) regularly purchase goods or services at those
properties*.
E) Consumers with no or low English skills are six times less likely to
buy from an English only sites than a buyer who is proficient in
English.
F) On the US Domestic Market, more than 47 million people speak a
language other than English at home – 30 million of these speak
some form of Spanish.
*Can’t Read, Won’t Buy: Why Language Matters on Global Websites - An International Survey of Global Consumer Buying Preferences

Prepare for Translation
• Finalize Source content
– Reduces inconsistencies during translation
– Maximizes quality of translation
– Increases turnaround on translation
– Cost effective
• Research target markets
– Data input validation
– Financial transactions & Currency values
– Number and Text Formatting

Examples
• Phone Number Validation
– China: 1234 5678
– France: 01-23-45-67-89
– Poland: (12) 345.67.89
• Units of Measurement
– Conversion of units
– Offer both units of measurement to user

Internationalize
– Multilingual support & encoding
– Database support for target locales
– Standardizing file format
– Make linguistic content more accessible
– Standardize variables, escapes and entities
– Reduce or eliminate concatenated strings
– Verify input handling of localized text
– Confirm acceptance of target locale data formats (dates,
currency, numbers)
– Modify input validation methods

Example
• String format standardization
– Easier accessibility of source/translation
– Faster to update
– Better leveragability with TM

Localization Testing
• Prepare for testing
– Research potential users & clients
– Thorough test script covering linguistic/functionality
– Datasets (localized if possible) for testing
– Staging servers for a realistic testing environment
• Testing Functionality and Translation
– Allows for verification in context
– Exposes inappropriate text and functionality
– Provides a better understanding of usability for target locales

Your responsibility is to:
• Internationalize English source materials
• Determine content for localization
– write clear, concise, and unambiguous sentences,
– separate text from graphics,
– provide original graphics in all places where graphics contain text and
– separate strings from code.
• Approve terminology
• Provide a review cycle (if possible)
• Provide functional testing of the Web site

Web Site Localization - Process
Engineering
Set up Build Site Final QA
Pre-
Replicate Format
Post-Process Review
Process
Server QA
Train
Analyze
Translate
Edit Verify
Build
Glossary
Translation

Web Site Localization – Best Practices
URL
www.abc.com/spanish - ok
www.abc.com/español - good
www.abc.com/es-ES - recommended
Reserve your country specific domain names now
Avoid using flags – use a map or globe
CONTENT
If only performing a partial localization effort, make it as relevant as possible. Today’s internet
audience expects immediate access to information or will navigate elsewhere
Quality content sells merchandise, delivers services, and builds brands.
NAVIGATION
Use a prominent position such as upper right hand corner
Navigations buttons should be written in the native languages – such as español for Spanish

Targeting specific new markets
Which languages?
Web logs – traffic tracking sw
Existing overseas market for your product
Where is your competition going – US and International?
Trends
For companies in early stage of L10N – FIGS, P, Japanese
Hot markets – Spanish for the US, Chinese, Russian
For mature sites – Arabic, Eastern European

How much to localize?
Home/entry page
Product pages
Registration page
Buying page/shopping cart,
Customer support pages

How much to localize (cont.)
Technical limitations – Host side
Static versus dynamic content
Technical limitations – Customer side
Broadband access is not as readily available overseas.

Web Site Localization - Cost Drivers
I18N issues
Page/File/Word count
Schedule
Updates

Web Site Localization - Cost Drivers
Leveragability of existing content – use
translation memory
Number of graphics or screen grabs on the Web
Site – externalize all content
Limit the number of operating systems/browsers
for testing
In-country reviews – make sure that the
reviewers adhere to the schedule

Web Site Localization Benefits
• Sales Support
€ Informed Consumers
€ Non invasive sales force, 24/7
€ Keywords, meta-tags and glossary – search engines typically
provide over 87% of web traffic

Web Site Localization Benefits
• Technical Support
のFAQ’s
のProduct documentation – user manuals
のIntranet – HR content

Web Site Localization Benefits
• eLearning –
Efficient method of delivering training material
Do not need to have local office
Access to information according to client’s/consumer’s
availability
• Branding and corporate development
➣Visibility and brand awareness
➣Career development
➣Partnership opportunities

Return on Investment (ROI)
• 2001 - ROI $10 for every $1 spent*
• 2007 - ROI $25 for every $1 spent*
**CSA “The Globalization Industry Primer”

References
“Can’t Read, Won’t Buy: Why Language Matters on Global
Websites” – Donald A. DePalma, Benjamin B. Sargent, Renato S.
Beninatto, Common Sense Advisory
International Survey of Global Buying Preferences - By Donald A.
DePalma, Benjamin B. Sargent, and Renato S. Beninatto, September
2006
The Globalization Industry Primer. An introduction to preparing
your business and products for success in international markets –
By Michael Anobile, LISA, February 2007.
Website Globalization Report 2007 - Byte Level Research, March 07.

Thank you!
Judith Soloduk
jsoloduk@translate.com
703-444-4274
Chris Raulf
chris@translate.com
(303) 516-0857 x103