Main takeaways: -What growth means for your product and how to achieve it -Why international expansion and product localization should be part of your growth strategy -What an effective localization process looks like and how to avoid common mistakes when starting out -How localization accelerates growth at three industry-leading tech companies

1. Localization as a Growth Lever by
Lokalise Product Lead
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5. Localization
as a growth lever

6. Lokalizācija kā izaugsmes rīks
Aleksandrs Pereverzevs
Vadošais produktu vadītājs
Piedaloties Jūs iegūsiet: 👇
Kā izskatas izaugsme Jūsu produktam un kā to sasniegt
Why international expansion and product localization should
be part of your growth strategy
Kāpēc starptautiskai paplašināšanai un produktu lokalizācijai
jābūt daļai no jūsu izaugsmes stratēģijas
Kā lokalizācija paātrina izaugsmi trīs nozares vadošajos
tehnoloģiju uzņēmumos

7. Localization as a growth lever
Aleksandrs Pereverzevs
Lead Product Manager
Key takeaways 👇
What growth means for your product and how to achieve it
Why international expansion and product localization should
be part of your growth strategy
What effective localization process looks like and how to avoid
common mistakes when starting out
How localization accelerates growth at three industry-leading
tech companies

8. What’s growth?
Monetization
Converting active
users into paying
customers or
finding new ways
how to extract
more revenue from
existing audience.
Acquisition
Arrives from
marketing channels
telling about the
product.
Retention
Users returning to use the product and
engaging with it.
Growth

9. Selling existing products to existing markets
1
Acquiring new customers in existing markets
2
Creating new products and services
3
Developing new value-delivery approaches
4
Moving into new geographies
5
Creating a new industry structure
6
Opening up new competitive arenas
7
McKinsey’s Seven Degrees of Freedom of Growth

10. 10
Facebook

11. Why moving into new geographies?
Digital Ocean
65%
HubSpot
44%
Salesforce
34%
Slack
40%

12. Marketing and
Sales localization
User experience
localization
Customer service
localization
Ads
Websites
Landing pages
Content (blog, emails)
Applications
Websites
Products
Games
Knowledge bases
Live chat and ticket translation
Awareness
and consideration
Purchase
and adoption
Engagement
+ Reach
+ Traffic
+ Leads
+ CSAT
+ Customer loyalty
+ Activation/Retention
+ Engagement
+ Upsell opportunities
+ CSAT
+ Customer loyalty
+ Retention
+ Upsell opportunities
Localization as a growth lever

13. of shoppers rarely or never buy from
English only websites
of the localized campaigns
outperformed the English campaigns in
click-throughs and conversions.
search traffic increase by localizing your
website
86%
60%
47%
Localization as a growth lever
Awareness and consideration

14. of technology buyers said they valued
localized content
more downloads and 26% increase in
revenue for localized apps
of internet users prefer to read product
information in their native language
128%
76%
76%
Localization as a growth lever
Purchase and adoption

15. of online shoppers say that they’re more
likely to purchase again if the after sales
care is in their language
of contact centers have customers who
are not native speakers of the primary
languages that they serve
79%
75%
Localization as a growth lever
Engagement

16. Getting started
with localization

17. High-level preparation
1
Research
● Study and pick your target
markets
● Divide those into two (or more)
tiers based on business
potential and needs.
● Look into the existing analytics.
2
Define content scope
● Product
● Website and/or landing page(-s)
● Product documentation
● Legal documents
● Emails & notifications
● Other
3
Form core team and workflow
● Developers
● Linguists
● Country managers
● Marketing managers
● Sales executives
● Legal advisors
● If you can centralize governance

18. High-level preparation
4
Estimate the costs and timeline
● 2,500 words per translator per
day (very generic)
● Additional language services,
LQA and PM overheads
● Technology subscription fees
● Team expansion
5
Find technology
● Integrates with your tech stack
● Automation capabilities
● Pre-translation capabilities
● Vendor agnostic
● Easy to use UI
● Flexible and scalable
● Meets security requirements
6
Find a partner
● Proven expertise in your selected
regions & languages
● References from similar
customers
● Experience working with modern
technologies
● Order test translations to measure
quality

19. Localization process

20. Technology

22. Raised $60M to relaunch its
growth in 2018
Localization was a shortcut to their
growth
Launched in UK in 2015
Started localizing in 2017
User base growth from 0.6M in
2017 to 20M+ in 2022
200+ countries and regions
supported
48h translation turnaround time
Localization key element of
growth strategy
Health Mate app is available in
190 countries and 11 languages.
Accelerated delivery of new
features by 90% with Lokalise
Founded in 2014 in the U.S.
Now Doxy.me has over 1 million
users in 156 countries
>25% of users are outside the
U.S., and this share is growing
rapidly
Lokalise has saved us hundreds
of hours of work
Doxy.me went from one to 100
languages in a few months
How l10n accelerates growth at 3 tech companies

23. Thank you!
Q&A
Thank you!
Connect with me
alex@lokalise.com
https://www.linkedin.com/in/apereverzevs/

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