how-we-win-new-markets-with-content-localization
Localization
Feb 6, 2020

How We Win New Markets with Content Localization

Mette Thomsen
Localization Team Lead
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Mette Thomsen, Danish language specialist, went on air with UX Writing Hub to talk about product localization on the Writers in Tech podcast. Listen to the episode and read the highlights below.

To ramp up localization efficiently, create and follow content guidelines

Keeping up with colossal inventory growth requires proper tools, smooth project management, and scalable freelancer management. Mette shares our unique localization efforts, which bring experiences beyond English-speaking markets to customers and cultures worldwide.

Our 16 language specialists and our 300 freelance translators follow language-specific style guides that share a common foundation. This is key to ensuring that our brand voice doesn’t get lost across borders.

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Share the context-obsession and product knowledge across content teams

Any content creator knows that context is crucial for understanding which part of the customer journey they’re tapping into. Mette explains the difference between UX writers and language specialists, localization, and translation, and what product knowledge means for successfully carrying over the English intent into UI localization.

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For the best customer experience, choose people over probabilities

While machine translation has come a long way, it’s still not a person. Mette shares how she used her Danish perspective as a language specialist to collaborate with the product team on changing the way we displayed currencies on our website.

Some currencies looked like they were pulled straight from a database, so we tailored them to the respective locales by language specialists.

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Why it’s crucial to combine localization with the human touch:

  1. User-friendliness means different things, from language to language.
  2. If we rely on computer probabilities to translate our content, we’ll miss out on the natural, human nuances that make the customer experience shine.

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Localization enables you to tap into new source markets

When we launched our Japanese website with localized content and the yen currency in late 2017, we saw an approximate 400% revenue growth after one year. This was far more than just a localization effort, but it showed that our platform can take off promptly once it becomes accessible to new markets and languages.

By investing in high-quality localization and staying flexible in our product design, we’re able to accommodate many more customers and future-proof GetYourGuide worldwide.

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Final thoughts: It’s an emotional product

Mette rounds off the podcast by sharing what’s unique to her about being a writer in a travel company, “Everyone loves to travel. It’s connected to a lot of good, positive feelings and anticipation, and that’s a nice mindset to tap into.”

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