Study: Many companies still don’t have a localization strategy

Lionbridge, a US-based company that offers translation and localization services, has conducted a study to find out the state of website localization, where they’ve asked 200 respondents, marketing, IT and localization professionals, from 31 different countries about their web localization efforts. The survey focused on the main challenges for global companies in terms of web localization, how they approached such a strategy, advice from industry experts to those looking to expand the localization strategy and many other useful findings.

Based on their answers, the team from Lionbridge has come to some interesting conclusions that are worth mentioning:

  • More than half (62.3%) of respondents have indicated that they have a localization strategy, while almost 40% (37.7%) of companies are still without a strategic approach to website localization, risking to get left behind by their competitors;
  • When it comes to localization, it’s all about customer experience and 83% of respondents have selected it as a principal driver for such a strategy, followed by brand recognition (67%), content reuse (48%) and cost (48%);
  • 62% of respondents have centralized their localization efforts, while 40% said they have a decentralized (multiple locations and/or departments) strategy to managing localization;
  • In terms of languages, more than half (55%) are translating ten or fewer languages, with two as being the most frequent number translated, followed by one, three or four. The study also found that for 44% of respondents translating 11 or more languages, 15 or 20 languages were the most frequent numbers answered;
  • As for the department responsible for the localization strategy, 53.4% of companies have cited marketing as having this responsibility, followed by localization, IT and other, where “other” includes corporate communication, digital groups, and outsourced management.
  • Companies may be using multiple CSM platforms, but, according to the survey’s results, the most used ones are WordPress(22%), Microsoft SharePoint (17%), and Adobe Experience Manager  (CQ5) and Sitecore AT 15.1% each;
  • The most important aspect of website localization is translation quality/accuracy (39.5%) which was followed by customer experience (33.7%) and driving incremental revenue (11.6%);
  • In regard to the type of content localized, respondents cited their products/services/solution pages (93%) as the top content, while 69% of them answered they translate campaign /landing pages, and 56% need to localize data-rich marketing assets suck as ebooks, white papers and solution briefs.

If you want to find out more information about the state of website localization in 2015, you can download a full free report by filling out some basic details.

state of website localization

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