Imagine launching an app in a foreign market, only to find out users aren’t connecting with it. It might not be the product; users could feel disconnected simply because the app doesn’t speak their language, culturally or literally.
Sr. UXR Manager
Localization testing ensures you’re not just reaching the audience but relating with them.
This guide walks you through everything you need to know about localization testing—from understanding its purpose and benefits to using the right tools and a practical checklist.
Let’s dive in to see how localization testing works and why it’s essential for creating a truly inclusive, global user experience.
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Localization testing is all about making your app, website, or product experience accessible and relatable by adapting it to users’ native languages and cultural contexts.
It’s not just translating words; it’s about creating an experience that aligns with users’ expectations in their cultural settings.
UXArmy recently conducted a study for a global shoe brand struggling to gain traction in East Asian markets. Engagement and sales on their website were much lower than expected, not because of the product, but due to a lack of cultural resonance.
The website primarily featured Western models, which didn’t resonate with the local audience.
Based on the findings, our recommendation to them was to make the website relatable by incorporating East Asian models.
The result was a meaningful connection with the local market, which drove up both engagement and sales. Small adjustment, big impact.
This approach isn’t unique to shoes.
Consider McDonald’s: they tailor their menu to suit local tastes around the world, from the vegetarian McAloo Tikki in India to the teriyaki burger in Japan.
It’s the same with Netflix, which customizes its content library to cater to specific regional preferences instead of offering the same lineup globally.
Testing in local languages helps brands fine-tune these kinds of experiences so they don’t miss the mark when expanding into new regions.
Bottom line: Localization testing can reveal these subtle but significant insights that help make a product feel personal and relatable. Even more important, it can stop you from committing embarrassing and costly mistakes due to a lack of cultural understanding.
Pro Tip: Don’t assume you know what’s best for a new market. Testing with real users from that specific region will uncover insights you may never have thought of.As businesses expand globally, the importance of adapting content to local languages and cultures cannot be overstated.
In fact, studies show that 76% of online shoppers prefer to buy products in their native language, and 87% are unlikely to make a purchase if the website is in English alone.
These statistics highlight why localization, which goes beyond mere translation, is crucial for engaging international audiences.
While English is widely used, it’s not always the right choice for localization testing.
Testing in the local language ensures your product connects with users in the way they naturally communicate.
In regions where English is less common, you risk missing key insights by testing only in English. In South Korea, for example, only about 5% to 15% of people speak fluent English so insights from English speakers wouldn’t capture the experience of the wider population.
From UXArmy’s own research, we’ve seen that only about 14% of the total population is proficient enough in English for usability testing. This means relying solely on English-speaking participants may lead you to optimize the product for an unrepresentative segment.
Testing in the local language helps you catch phrases that may be awkward or inappropriate when translated directly.
Like, in a recent study conducted by UXArmy, an international e-commerce brand preparing to expand into new markets relied on rapid machine translations for their app content.
While this approach was fast, it resulted in several challenges: the translations were awkward, and certain phrases were culturally inappropriate, which could have negatively impacted their brand image.
When we stepped in with comprehensive localization testing, our team engaged native speakers from the target markets to provide feedback in their local languages.
Through this process, we identified and flagged problematic terminology and images that were confusing or off-putting to local users.
Thanks to our localization testing, the brand was able to make key adjustments which helped them avoid potential backlash and laid a strong foundation for a successful market entry.
In many regions, fluent English speakers represent a more affluent or educated demographic that may not reflect the broader user base.
Testing in the local language helps avoid this bias, ensuring feedback from a more diverse and accurate pool of users.
Certain symbols, colors, and imagery can carry vastly different meanings depending on the culture.
In one case, a brand unknowingly used an image of a hand gesture on their website, which was neutral in some countries but offensive in others. Localization testing with native speakers helped catch and replace the image before launch, preserving the brand’s positive perception.
Similarly, Nivea’s 2017 campaign using the phrase “White is Purity” faced backlash for unintentionally promoting racial insensitivity. The phrase was perceived as exclusionary in certain cultures. By refining their messaging to focus on inclusivity, such as “Radiance for Every Hue,” Nivea could have avoided the controversy and maintained a positive global image.
Running usability tests in the local language is more than just a translation effort; it’s an essential part of building a product that feels relevant and accessible to diverse users.
Here’s why it’s worth prioritizing local-language testing when expanding to new regions.
When users communicate in their own language, they provide more natural and nuanced feedback.
Speaking in their native language allows them to share honest opinions, unfiltered emotions, and personal preferences, all of which offer richer insights than they might share in a second language.
This feedback is more detailed and companies can immediately use it to improve the user experience and address specific pain points with precision. The result is an in-depth understanding of user behavior and expectations that supports continuous improvement.
Local language testing helps minimize misinterpretations and ensures that feedback is clearly understood.
Users can express themselves fully, without worrying about finding the “right words” in a different language. This reduces the chances of miscommunication and provides you with feedback that is accurate.
Like, when Amazon launched in Sweden, translation errors highlighted the importance of accuracy for a positive brand image.
Testing in local languages also reveals key cultural nuances that contribute to a user-centered product experience.
Different cultures interpret symbols, colors, and language in unique ways; without local-language feedback, these nuances might go unnoticed.
With insights from local users, you can avoid cultural missteps and align your product design to better suit the values, preferences, and lifestyles of each audience. This creates a product that not only functions well but also feels more authentic and familiar to users.
Offering usability testing in users’ native languages demonstrates respect and understanding of their cultures. This inclusive approach shows that your brand cares about its users’ experiences and is committed to meeting them where they are.
Nike’s Pro Hijab, co-designed with Muslim athletes is a great example to show how right adaptations resonate with cultural needs, fostering loyalty among users.
Local-language usability testing provides insights that support easier scaling into new markets. By understanding the specific needs and barriers faced by users in each region, you can improve accessibility and usability for diverse groups from the outset.
Netflix’s localized research led it to invest in local content, such as “Money Heist” in Spain, which illustrates how language-specific offerings boost engagement, easing global adaptation.
These early insights into language and cultural preferences streamline the process of expanding globally. As a result, you can launch in new regions with confidence, knowing that your product is well-tuned to meet the expectations of the target audience.
In sum, testing in local languages is a powerful tool for crafting a user-centered product that feels relevant and trustworthy across cultures. By engaging users authentically, you’re setting your brand up for long-term success in diverse global markets.
When expanding into global markets, ensuring your product resonates with local audiences requires a deep understanding of cultural nuances and language specifics.
Here are some best practices to ensure your localization testing efforts are accurate and generate faster results:
1. Involve Native Speakers
Engage native speakers in the testing process to gain insights into language nuances and cultural context. Their feedback is crucial for ensuring that the product resonates with the target audience.
Most often the native speakers will be able to spot the obvious mistakes or at least let you know something that should be tested as it can be controversial. For example, the green of the Halal sign is off-shade in your app, which is a mistake you don’t want to make.
2. Conduct Early and Often
Start localization testing early in the development cycle and conduct it regularly. Early feedback helps identify and address localization issues before they become ingrained in the final product.
3. Use Contextual Translation
Focus on contextual translation rather than direct translations. This approach ensures that the content is relatable and understandable, taking cultural nuances into account. This is especially true if the language is grammatically different from English.
For some countries, you need to go as far as to change the sentiment completely. For example, we found that direct translations of English can really go against the local sentiment for Korean and Japanese. At times, English expressions of encouragement or progress need to be changed to a humble expression of appreciation or a thank you to avoid sounding rude.
4. Test Real-World Scenarios
Simulate real-world usage scenarios during testing to observe how users interact with the product in their native language and cultural context. This provides deeper insights into usability and relevance.
5. Study Local Competitors
Analyzing top competitors in the target market can reveal effective design and language choices that resonate with local users. Look for patterns in tone, imagery, color schemes, and layout that reflect cultural preferences.
A competitor study can also show you what to avoid- like too many images and also what to include- like brighter colors on the app interface. Benchmarking your product against local competitors highlights gaps and opportunities, helping you fine-tune your design to better connect with the local audience.
6. Leverage Technology and Tools
Utilize localization testing tools that offer features such as translation management and user testing across multiple languages, and enable you to streamline workflows, maintain consistency across languages, and deliver an authentic experience to users worldwide. These tools can simplify the process and help you gain valuable insights faster.
Using these tips alongside the right tools, can help you gain actionable insights faster, all while maintaining high quality results.
This approach helps you optimize both the speed and effectiveness of your localization testing.
When it comes to user testing, many platforms are geared primarily towards English-speaking audiences, leaving a gap for those aiming to connect with multilingual users.
However, as localization becomes essential for global success, a few platforms have incorporated multi-language testing.
Here, we’ve curated top tools that make it easier to conduct usability tests in multiple languages, helping you capture authentic feedback across diverse markets.
UXArmy specializes in multilingual testing, offering features like audio and video transcription, translation options in over 30+ languages and an extensive tester network across various countries. It’s ideal for capturing genuine, in-context feedback that reveals how users interact with your product in their native language.
Languages offered are: English, Indonesian, Thai, Arabic, Spanish, French, German, Vietnamese, Korean, Japanese, Chinese, Hindi + many more.
UserTesting provides broad international reach with participants from diverse linguistic backgrounds. Its platform supports testing with non-English speakers and allows you to collect feedback in multiple languages, giving you insights tailored to local user experiences.
Languages offered are English, Spanish, French, German
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Lyssna is great for real-time usability testing, offering multilingual transcription and translation features. It enables researchers to engage with participants in their native language, which helps capture more accurate and culturally resonant insights. It supports 30 languages in total.
Languages offered are: Arabic, Catalan, Chinese, Dutch, English, French, German, Indonesian, Persian etc.
These platforms usually offer participant-facing interfaces in the selected local language, but you’ll still need to prepare tasks and questions in that language yourself.
While tools like Google Translate have improved significantly and can save time, they’re not yet a full substitute for the accuracy and cultural insight provided by a native speaker or professional translator.
Selecting the right platform for localization testing involves several key factors to ensure it meets your needs effectively:
1. Local Language Support
Check if the platform supports the specific local language(s) for participant-facing interfaces and see if it works seamlessly across different devices (laptops, iPhones, Androids) and asset types (prototypes, websites, mobile apps). This language support is essential for participants who will be providing feedback in their native language.
2. Screen and Audio Recording with Transcriptions
To gain deeper insights, platforms should offer both screen and audio recording, allowing you to track participants’ actions and context while they provide feedback. Look for transcription and translation features for recorded audio to help interpret feedback, especially if participants speak English as a second language. Ideally, the platform should support editable machine transcription for accuracy.
3. Participant Guidance in Local Language
In regions where usability testing is less common, clear participant guidance is essential. Without it, participants might respond with short answers or provide silent screen recordings, similar to online surveys. Platforms like UXArmy provide two types of participant videos: one explaining how to provide feedback in usability tests and another technical guide on getting started. This is especially important if you source participants independently; however, if the platform also offers a participant panel like UXArmy or UserTesting, this guidance is integrated.
4. Regional Experience and Support
Experience in specific regions can make a significant difference. Some countries may be accustomed to usability testing in English, even if it’s not the primary language, while others might pose challenges in finding participants. A platform provider with regional expertise, can advise on best practices, helping you balance cost, speed, and quality insights tailored to local conditions.
By carefully considering these factors, you can select a platform that will streamline your testing process and provide valuable, culturally relevant feedback, helping you create products that resonate with diverse global audiences.
With a strong international presence UXArmy empowers businesses to seamlessly expand into global markets. Here’s why it stands out:
UXArmy is more than just a testing tool; it’s your all-in-one platform for conducting comprehensive user studies that are culturally and linguistically accurate.
By choosing UXArmy, you ensure your product resonates across the globe, helping you avoid costly missteps and accelerate your market entry.
Whether you’re testing in Asia, Europe, or the America, UXArmy has the tools, support, and expertise to help you succeed.
Unlocking insights from diverse user groups through multilingual testing is essential for creating a truly user-centered product. By engaging participants who speak different languages, you can enhance content localization, evaluate the effectiveness of customer support, and ensure that every cultural detail resonates with users.
Gathering these insights empowers you to build a product that aligns with the unique needs, preferences, and expectations of each linguistic and cultural group, setting the stage for a more inclusive and successful global experience.
Sign up now to directly experience how UXArmy’s platform can help you build more inclusive and user-centric products!
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