How Deeply Should You Localize?
by Arle Lommel, Benjamin B. Sargent
September 28, 2018
September 28, 2018

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Many enterprises boast impressive numbers of languages on their websites, but just how deep does their localization go? What is the optimal mix of locale breadth versus depth? CSA Research examined more than 2.4 million individual pages from 1,348 multilingual brand websites to understand their localization strategies and priorities. Our analysis reveals that full localization of everything at the source site is the exception. Most brands localize partially in a targeted approach to maximize the reach of their customer experience.

This report addresses how to define depth of localization and how deeply organizations localize, with an emphasis on the role of site size and number of languages in this decision and why organizations treat languages differently. It then closes with a set of recommendations for how to determine appropriate depth for sites.

  • Global Leaders
  • Technology Vendors

Pages: 6

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