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Expanding your business into local markets



International expansion is a great way for businesses to trigger further valuable growth. For global companies that have a strong presence in their respective markets, the next step to extend services to desired, potentially profitable geolocations are always around the corner. With thorough planning and preparation, successful businesses commit to this investment and start localizing.

Localization allows us to modify a product or a service to a different language in a chosen location. It highlights the company’s commitment and desire to the local market helps to reach out to a wider audience and potential partners.

Although it is a big step for any company, many localization attempts fail due to irresponsibility during the development and testing stages. When treated as an afterthought, a poorly managed transition can backfire, disrespecting consumers and discouraging them from using a localized product. However, when done correctly, proper localization closes the gap between different clients, adapts to market conditions, and helps create a more well-rounded product that is beneficial for everyone.

In this article, we will not discuss the steps to a successful transition but rather the methods and the tools to test website localization. For instance, if you plan to localize your business in India, you will need an Indian proxy to geotarget the region from any location in the world. Smartproxy is one of the best proxy providers for website localization testing, with millions of available IPs if you are already looking for a proxy or VPN. For the moment, let’s get familiar with the unsettling testing process.

Misunderstandings about localization and their effect on the testing process

Before we get into the intricacies of localization testing, let’s take a moment to discuss the importance of internationalized products. Companies that design products intended for users all around the world have to internationalize the client’s path to the service and its use. A versatile business that utilizes every opportunity to reach new clients will always have the upper hand due to attention to convenience.

The internationalization process usually revolves around adapting web content and product to different languages, character systems, and other regional peculiarities. A properly internationalized product should be usable and understandable in chosen languages with as few engineering changes as possible.

How is localization any different from internationalization?

While internationalization teaches our product to communicate in different languages and characters, localization allows us to have a meaningful “conversation” and achieve mutual goals. Researching similar products on the market can help you discover the approach other companies take to present and advertise a product in the market. Businesses that dedicate their attention to finessing and finding their way into a new region can build a new, localized client base in no time.

In most cases, just translating the website to a different language is a very careless approach. Different, especially contrasting cultures won’t respond and in extreme cases, might even be offended by your communication style.

The process of elimination is the most practical approach to localizing your business in a chosen market. Although being the first company to provide unique services in a region is advantageous, you will most likely end up battling local competitors. Researching their strengths and weaknesses is the best way to learn the ins and outs of the local market. To get the point of view of a local user, use a proxy extension while investigating other companies or running data extraction tools. Also, accessing the web through an intermediary server will help you bypass geo-blocking and continue your research without restrictions. For instance, checking out an Indian competitor with an Indian proxy will help you imitate local traffic and maintain your anonymity.

Web localization testing

When localizing a website, our goal is to ensure essential convenience. Setting up the right numeric formats, time and date, local currency, and simple data, color, icon adjustments. Also, a company has to be aware of any inappropriate or misunderstandable visual aspects of the graphical user interface (GUI). Before we make any adjustments to appeal to local users, we must test and make sure that the implemented changes do not sabotage the intended functionality.

To make sure that the changes are consistent and get applied to the website, we recommend using a residential proxy. For example, if you are trying to expand your services in India, an Indian proxy will load your localized website correctly. Maintaining a watchful eye to track the stability of the page after every sequential change will also help avoid unexpected mistakes and content loss.

Finally, not every business localization campaign will be successful, even if a product is presented in an attractive and favorable fashion. Some regions might be uninterested or not ready to benefit from your services. That being said, a properly calibrated website that endures systematic localization testing will have a far greater chance to succeed in the chosen market.


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