Today, entering the global market isn’t as challenging as in earlier times. You can just build a multilingual website or app, click on a few buttons, and just like that—someone in Brazil can engage with your brand. But this ease of access barely scratches the surface. To truly enter and compete in the global market, accuracy in language plays an essential role.
Consider this: English-language apps and websites might be confusing to a native Portuguese-speaking Brazilian. That’s where website and app localization services are used. However, localization isn’t the end of the road. Linguistic testing is an essential step after localization that truly works in the target region.
In this blog, we will explore what linguistic testing is and why it is important for brands to establish a global presence.
What Exactly is Linguistic Testing?
Imagine launching an app in Germany and later realizing that the welcome message is offensive to the local people. An embarrassing and costly affair, right?
But with linguistic testing, one can avoid this situation easily. It is the final step of a localization process, where experts thoroughly check the linguistic and cultural elements of your product, be it a website, app, game, or even an e-learning platform.
The aim of the process is to test how your platform will perform and be perceived in the target region.
It checks:
- Local contextual accuracy, like untranslated texts, spelling errors, and typing errors.
- Cultural appropriateness, like banner content, phrases, idioms, and CTAs.
- UI consistency across different platforms, colors, designs, and images.
- Tone and style alignment, like terminology, dialog boxes, menu items, and help boxes.
- Accurate usage of region-specific elements, like phone numbers, zip codes, payment gateways, currency, and date format.
Basically, linguistic testing helps a brand to make its platform native to the target region.
Why Is Linguistic Testing Vital for Global Expansion?
Expanding into a foreign country without linguistic testing is like showing up to a black-tie event in flip-flops!
Having a great product won’t matter if the language used in it does not resonate with consumers or if they feel disrespected by it.
Poor language execution can hinder global expansion, damage brand credibility, and misplace customer trust.
But by partnering with a professional linguistic testing service, here’s what a brand can ensure:
- Enhanced User Experience: A product that naturally and fluently speaks the native language can engage with consumers more effectively. By adapting the product’s elements, such as design, font, visuals, and phrases, brands can enhance the experience of their consumers.
- Avoid Cultural Pitfalls: What’s acceptable in one country might be considered offensive in another. Linguistic experts carry out the checks for cultural relevance and identify offensive or disrespectful nuances before the product is launched.
- Cost-Effective in the Long Run: Yes, brands need to invest in professional translation companies for linguistic testing services. But fixing mistakes in the product after it has been launched is far more expensive than hiring professionals and getting it right the first time. CSA research concludes that poor localization strategy and lack of linguistic testing can create hefty financial damage.
But a proper localization strategy can be a gold mine. For instance, Netflix. Their localization strategy helped them to dominate globally. Explore more in this blog: Localization Services: Netflix’s Strategy for Global Success.
- Builds Brand Consistency: Consistency is important to compete in the global market. A brand cannot have a different tone, messaging, terminology, and voice in various regions. With a professional linguistic partner, brands can be consistent in delivering the right and intended tone and message globally in different languages.
LOOKING TO TEST YOUR APP OR WEBSITE IN A FOREIGN MARKETPLACE?
Contact us today and get exceptional linguistic testing services!
The Airbnb Case Study
Did you know that Airbnb’s global success in offering affordable homes to tourists is also credited to languages?
Looking at the exponential rise of tourism in India and China, Airbnb decided to enter these markets in 2016. However, to disrupt the already existing players, Airbnb had to put in additional efforts—and they did. By investing in transcreation and localization services, Airbnb adapted its website and app to make them suitable for India and China. They changed currency, taglines, content, designs, and more to make it feel native and increase engagement.
But most importantly, they implemented strict linguistic testing to validate their localized content.
Fun Fact: For China, the company even changed its name to “Airbiying,” which means “to welcome each other” in Chinese.
The Result: Their efforts paid off as Airbnb saw substantial success in both markets. In India, the company experienced an annual growth rate of 30%, while in China, it was 22%.
Who to Trust for Linguistic Testing?
Implementing full-scale linguistic testing on apps or websites requires more than bilingual people. You need:
- Native linguists who are adept at website language translation.
- Proofreaders and editors who completely understand the target region’s culture.
- A professional translation company that provides comprehensive language support.
A reliable linguistic partner will not only help a brand translate the language of the content but also maintain tone and voice and ensure relevance to the target culture.
At Somya Translators, we understand that global communication is more than saying words—it is about establishing a cultural connection. As an ISO 17100:2015 certified translation and localization agency, we bring 16+ years of experience to the table.
With us, you get:
- Expert linguists
- 170+ language offerings
- Comprehensive solutions like software localization, linguistic testing, MTPE, and website language translation
- End-to-end support
- Complete data security
- Cost-effective, customer-centric approach
Let’s collaborate to make your brand speak the global voice—accurately and clearly.
Because with us, you can localize right, and you can globalize smart!
Contact us today to get a free quote!