More and more companies are aspiring to go global and reach new markets. However, the secret to entering new markets is not just a great product but localisation as well. That is, a product aligns with the language, culture, and needs of the market without compromise. That is where competitiveness and utility lie. For example, 90% of users reported that they always prefer to browse a website in their native language if they have a language choice.
Whether it is e-commerce, software, mobile applications, or APIs, they’re all subjected to what is known as localisation testing to ensure the same. The scope and importance of localisation testing are significant, and every company must invest in that direction. Let’s understand why.
What is Localisation Testing
Localisation testing is part of the development process of an app, software, or product to ensure that it adheres to specified markets, cultures, and users’ technical expectations. It can be related to language, symbolism, or technical aspects of the product. It is essential for companies seeking to enter diverse markets and serve users from different regions.
It is more than linguistic translation involving date/time/numeric format, currency/keyboard utility, symbols/icons/colours and other user experience needs. This is to avoid misunderstandings with local culture and gain user trust. Localisation testing is vital if your product should enter newer markets.
In fact, localisation testing can be divided into three categories:
Functional Localization Testing: Checks if the product/software works correctly in a specific market, focusing on UI and localisation-specific factors like language display, number formatting, and regional compatibility. The goal is a seamless user experience free of issues like broken strings, slow load times, or incorrect features.
Linguistic Localization Testing: Focuses on the quality and accuracy of the translated text, ensuring it reads naturally and clearly to native speakers. It also checks for consistent terminology, culturally appropriate images, and correct brand messaging across all localised content.
Regional Localization Testing: Assesses the software’s compliance with local laws, regulations, and cultural sensitivities. It ensures that the product adheres to data privacy laws, reflects accurate pricing based on tax policies, and avoids culturally inappropriate content.
The Importance of Localisation Testing
Products that do not meet localisation expectations have no way but to see the end. After all, what’s the point of having a product that one can’t use? In that connection, the importance of localisation testing services is easy to understand.
Saves Time and Money
Localisation testing allows you to identify mistakes in the early stages of product development. While fixing them requires money, it offsets potentially more significant problems in the later stages of product launch. Overall, it costs less after localisation testing. It could be translation errors or currency conversion errors. As simple as they may seem, handling them post-launch is fraught with product reputation as well, such as handling refund requests.
Gains User Trust
By prioritising localisation testing, using advanced localisation testing tools, you’re conveying your commitment to user experience. Localisation factors have a significant impact on the user experience of your app or product. For example, IP address and GPS location are always related to local user language, interests, or trends. User preferences for specific operating systems vary by location.
Enforcing localisation testing can help you gain the trust of local users. This is particularly important if you’re scaling globally.
Assures Compliance
Every region and location must function under local compliance standards. If you’re entering new markets, it is important to understand the market regulations and compliances and launch a product accordingly. Localisation testing involves this important aspect, where you ensure that your product adheres to local compliance standards without flaws.
Higher Market Reach
The success of a product is a continuum. Global companies must be able to cater to diverse markets to consider expanding further. Underperformance in any market impacts reaching other markets. However, it is not possible without understanding the requirements and preferences of each audience.
That’s where localisation testing becomes relevant, highlighting various shortcomings of a product in a particular region. Successful localisation testing approves that your product may be taken to newer markets.
Lower Churn Rate
The user churn rate is directly proportional to a product’s utility value. Localisation testing is essentially aimed at identifying and improving the functional issues. The more the users are satisfied with your product, the lower the churn rate will be.
Localisation Test Examples
- Confirm the build includes all necessary files.
- Ensure currency is correctly localised for the target region.
- Review text content layout for errors, including font independence and line alignment.
- Using localisation testing tools, validate the functionality of special characters, hyperlinks, and hotkeys.
- Check that licences and regulations comply with regional requirements.
- Verify that time and date formats align with the target region.
- Confirm phone number formats adhere to the target region’s standards.
- Ensure the localised screen mirrors the source product in element types and numbers.
- Compare the localised user interface with the source interface across target operating systems and environments.
- Ensure glossaries are available for reference and verification.
- Verify the accuracy of validation messages for input fields.
Localization Testing Vs Globalization Testing
| Aspect | Localization Testing | Globalisation Testing |
| Definition | Testing of a localised version of a product for a specific market | Testing a product’s ability to function in multiple languages and cultures |
| Focus | Specific locale or region | Multiple locales/regions |
| Scope | Language, cultural elements, regional standards | Overall product adaptability and internationalisation |
| Timing | After localization process | Before or during initial development, before localization |
| Main Objectives | Verify accuracy of translations, regional formats, and cultural appropriateness | Ensure product can be easily localised and functions globally |
| Key Areas Tested | – Translated text – Date/time formats – Currency formats – Local regulations compliance – Cultural sensitivity | – Unicode support – Multi-language UI capability – Date/time/number handling – Text expansion/contraction accommodation – Sorting and searching across languages |
| Example Tests | – Verify translations are correct and contextually appropriate – Check for proper display of local formats (dates, addresses) – Ensure culturally appropriate images and colours | – Test with various character sets – Verify UI can handle right-to-left languages – Check for hardcoded strings – Test database for multi-language support |
| Skills Required | – Knowledge of target language and culture – Understanding of local standards and conventions | – Understanding of internationalisation principles – Knowledge of character encoding – Familiarity with various global standards |
| Tools Used | – Localization testing tools – Screenshot comparison tools – Linguistic review tools | – Pseudo-localization tools – Internationalisation linters – Character encoding testers |
| Outcome | Culturally appropriate and linguistically accurate local version | A product that functions effectively across multiple languages and cultures |
Conclusion
Localisation testing is a lifeline for global companies aspiring to reign over diverse markets. By ensuring your product aligns with local cultures, languages, and regulations, you not only enhance user trust and satisfaction but also pave the way for broader market reach, compliance, and sustained growth worldwide.
FAQs
What are the best localisation testing tools?
Lokalise, Transifex, Phrase, Smartcat, POEditor, and memoQ are some of the popular localisation testing tools.
What is globalisation testing vs localisation testing?
Globalisation testing focuses on a product’s core design and functionality for worldwide use. It’s done early in development. Localisation testing verifies a product’s suitability for a specific locale, checking translations, cultural appropriateness, and regional formats. It’s performed after localisation.
What happens without localisation testing?
Without localisation testing, products risk linguistic errors, cultural insensitivity, formatting issues, and UI problems in local markets. Functionality may fail due to regional incompatibilities, and legal compliance could be compromised. These issues lead to damaged reputation and reduced sales in target regions.
Are there products that do not need localisation testing?
Yes, there are some products that don’t need localisation testing. For example, Universal mathematical or scientific tools, Purely numeric calculators, non-verbal games like Tetris, instrumental music apps, basic image editing software. Some programming languages, development tools, and certain data analysis tools also don’t need localisation.
