When a company decides to launch an application in new markets, one of the first decisions is choosing the language. However, another question soon arises: is translating the app enough, or should it be localised?
At first glance, both options may seem similar. In both cases, there is a linguistic adaptation, and the goal is to enable users to use the product in another language. However, translation and localisation are not exactly the same thing.
Some applications can achieve their goals with a well-planned translation. Others require more than translation alone, as limiting the process to language transfer can result in unnatural language use and a poorly adapted navigation experience for the users.
From the very beginning, it is important to understand the product, the target market, and how the application will be used. This helps ensure that the right decisions are made from the beginning.
Translating an app and localising an app are not the same thing
- menus and buttons
- system notifications
- messages and informational screens
- help content
- automated emails
- date and time formats
- currencies and units of measurement
- the terminology users are familiar with
- tone of voice
- images and colours
- cultural references
- the interface and overall user experience
When translating an application may be enough
Not all applications require the same level of adaptation. In some projects, translation alone may be sufficient to achieve the intended goal.
Internal or corporate applications
If the application is intended for internal teams or operates in a context that changes very little from one country to another, there may be no need to adapt elements beyond the language itself.
Apps with simple functionality
Tools with limited text, straightforward processes, or a highly standardised user experience typically require less adaptation.
Markets with similar dynamics
When user behaviour, cultural references, and context are very similar, translation may adequately meet the project’s needs. In these situations, the main objective is to ensure understanding and facilitate use.
When app localisation is the better option
Localisation is generally more appropriate when the user experience plays an important role or when the application forms part of an international growth strategy.
The application targets multiple markets
The more markets an application serves, the greater the need for adaptation tends to be. Terminology, expectations, and even the way users interact with the product can vary significantly from one country to another.
If the application needs to adapt to different contexts, it may be worth considering aspects related to mobile app localisation.
User experience is a key factor
In applications where conversion, retention, or ease of use are important, small details can have a significant impact. Unnatural wording, unfamiliar terminology, or an interface that does not match user expectations can affect how the product is perceived.
There are significant cultural differences
Some content pieces work well in one market but feel unnatural in another. This can affect tone, specific references, or even the way information is presented.
As Erin Meyer explains in her book The Culture Map, this is partly due to the existence of low-context and high-context cultures.
In low-context cultures, effective communication tends to be precise, direct, and explicit. Messages are expressed clearly and literally. In high-context cultures, communication tends to be more nuanced and layered. Meaning is often conveyed implicitly rather than stated directly.
As illustrated in Meyer’s framework, English-speaking countries generally fall towards the lower-context end of the spectrum compared with countries where Romance languages such as French, Spanish, Italian, and Portuguese are spoken. Also, as you can see in the image, Asian cultures tend to be more high-context than Romance-language countries.
What can happen when an app is only translated
One of the most common mistakes is assuming that language is the only element that needs to change. However, users do not interact solely with words. They also interact with processes, habits, and expectations.
When this is overlooked, situations such as the following may arise:
- messages that sound unnatural
- terminology that users do not actually use
- processes designed for a different market
- user experiences that do not meet audience expectations
All of these factors can affect the user experience. When this happens, the problem is rarely the linguistic quality of the translation. More often, it is the level of adaptation required by the project.
These issues often become more apparent as a product grows and expands into new markets. They are particularly relevant in SaaS projects, as we explain in our article on SaaS localisation and its role in international expansion.
How to decide what your application needs
Before starting, it is worth considering a few questions:
- Which markets is the application targeting?
- Is user experience an important factor?
- Are there significant differences between user groups?
- Does the product have international growth objectives?
And above all:
Do you want users to simply understand the app? Do you want them to use it as if it had been created specifically for their market?
Conclusion
Translation enables content to be transferred into another language, while localisation adapts the overall experience so that the product feels natural and relevant to users in the target market.
The right choice will depend on the nature of the project, but understanding the difference from the outset helps ensure that better decisions are made.