Software Localisation vs. Standard Translation

How do they differ, and why does it matter?

Photo by Luke Peters on Unsplash

Software has become such an essential part of our world that it’s impossible to imagine a life without it. There’s hardly a service or product around us that wasn’t created with software or that runs on software.

We’re all familiar with software on computers in the form of operating systems, office applications and web browsers. Of course, there’s a lot of software on mobile devices too. And then there are household appliances, vehicles, production facilities and so forth. The whole world seems to run on software!

The trouble is: most software is created in English. That’s fine if you want to stay local but can become an issue when your product or app is meant to reach users around the globe.

This is precisely where software localisation comes in. But how exactly does it differ from standard translation? Let’s find out.

What is software localisation?

Software localisation can be a lot more complex than standard translation. According to leading language services provider SDL, ‘software localisation is the process of adapting a software product to the linguistic, cultural and technical requirements of a target market’.

Like translation, it involves translating a software interface from a source language into other (target) languages. But it also comprises localising measurements, dates and currencies to the respective target language and region, and culturally adapting terminology to the local culture of the target region in each case. A successful software localisation process will also cover other elements such as help files, licence agreements, user manuals or installation instructions.

While a regular translation would certainly convey the words in the software in another language, it would not necessarily focus on the level of user-friendliness of the interface for users in the target markets. Software localisation, on the other hand, adapts the entire content perfectly to the specific needs in each region or culture. This can go all the way down to aspects like widening menu items because some languages are naturally more wordy and need more space than others. As you can see, this improves the user experience in a way a standard translation might not.

How it works

Software localisation is usually performed by translation experts using computer-assisted translation programs. There are, of course, also specific programs for extracting, editing and merging strings.

While the regular translation process includes terminology research, proofreading and sometimes even desktop publishing, software localisation comprises further steps such as localisation strategy design, multilingual project management and file format conversion.

Initially, the source file needs to be created by extracting the content from the program. The source file format you need will depend on your software localisation provider. While standard localisation programs support a variety of file formats, some may require you to provide the content as XML Localization Interchange File Format (or XLIFF) files. At the end of the process, the translated text is simply imported back into your source code.

Why planning is important

When you are planning to have your software localised, bear in mind these guidelines early on in the process:

• Make sure you already schedule enough time for the localisation process during the software development stage to avoid a last-minute rush. There’s nothing worse than a great panic just before your scheduled launch date.
• Your software should be designed in a way that makes it easy to adapt it to different languages later on without requiring any programming changes. So using the right structure and source code from the outset will save you time and additional costs down the track.
• Other languages may be longer than English, so allow for at least 30% expansion in your interface design to make sure the text in the other language will fit. There’s nothing more annoying for users than a cut-off sentence in the target interface.
• Run your files through a pseudo-localisation process. This replaces real text with dummy translations to help you identify potential technical issues before investing in the actual localisation, thus saving money.
• Avoid phrases that span multiple strings. Since other languages have different conventions than English, grammatical elements like gender, and especially the word order will most likely change. Having linked strings makes it harder to accommodate these differences and may result in nonsensical output.
• Give the translators context and avoid stand-alone single-word strings. You’ll not only make the process so much easier for them, but you’ll also ensure that the localised version is more accurate if you add comments to the strings that provide the context of each phrase, especially if they might be ambiguous.
• Don’t forget to check that all currencies, measurements, and time and date formats have been correctly localised for each target market.

Why invest in software localisation?

It’s clear that having your software professionally localised can give you a competitive edge in a market. Going beyond simply translating your software will make your product more useful for customers in your international target markets and set you apart from the competition. Local buyers will very much appreciate your efforts. A CSA Research study surveyed people between the ages of 18 and 64 in 29 countries who use and/or purchase products/services online or by mobile app, and confirmed that delivering localised content throughout the customer journey significantly increases companies’ ROI.

It’s fair to say that for non-English-speaking users, the most important aspect of a software is its user interface. The more idiomatically everything been translated into the users’ languages, the easier it will be for them to use your software. The resulting enhanced user experience will, no doubt, increase user engagement and ultimately boost customer loyalty. Satisfied users are also more likely to recommend your product and keep buying it. What’s more you’ll likely save on support costs too, as users are less likely to log tickets and ask for help when they can easily find the information they need in their own language.

The CRM system provider Insightly, for example, was able to increase their customer base by 10% after localising all its digital content across the web and its mobile apps in five languages. Today, 60% of all of Insightly’s revenue comes from markets outside their home country, the U.S. This would not have been possible without the company’s investment in software localisation.

Final thoughts

Software localisation is, no doubt, a sound and sensible investment. It’ll strengthen your credibility in multiple markets and ensure a much more enjoyable user experience for your customers. After all, a successfully localised software application looks and feels as though it was originally designed in the user’s own country and language — and that’s your end goal.

Just make sure you follow the guidelines outlined above and work with a specialist provider to get the best possible result for your users.

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