In today’s digital-first world, effective localisation is more critical than ever, particularly for businesses looking to thrive in Asia. With over 4.9 billion internet users globally and only 16% of them being native English speakers, the necessity of reaching audiences in their local languages is undeniable. Localisation isn't just an option for marketers eyeing Asia, a region rich in linguistic and cultural diversity—it’s a competitive advantage that can empower businesses with a strategic edge.
Why Localization Matters in Asia
Asia is home to a diverse range of languages, from Chinese—the most spoken language online—to Hindi, Japanese, Korean, and many others. Businesses aiming to penetrate this market must go beyond basic translation and focus on creating localised experiences that resonate with regional cultures. Statistics show that successful localisation can significantly increase traffic to local websites, often by as much as 35% or more.
The Complexity of Global Gateways
A crucial element in localisation is the global gateway—a strategy to guide international visitors to the right localised content. Many global websites rely on .com domains, which often default to English. However, data reveals that 60–80% of visitors to these domains come from outside the home market, underscoring the importance of seamless navigation.
Key strategies for global gateways include:
- Country Codes: Providing localised domains such as .jp for Japan or .fr for France allows users to bypass the global .com site entirely.
- Visual Cues: A global gateway icon or menu enables users to self-navigate to their local sites.
- Geolocation and Overlays: Tools that detect a user’s location or preferred language can prompt overlays that direct users to the most relevant content.
Case Studies: Best Practices in Action
Leading global brands have developed sophisticated gateway strategies. For example:
- Nike: Offers country-specific websites with a visual global gateway to seamlessly guide users to localised content.
- Apple: Employs subtle yet effective header messages and overlays that alert users to the availability of localised sites, enhancing the user experience.
- Adobe: Uses a dual-language overlay to direct users to their local websites or allow them to stay on the global .com site, offering flexibility.
Building Your Toolkit
A robust global navigation strategy incorporates:
- Geolocation: Automatically directing users based on their location.
- SEO Alignment: Ensuring global and local content is optimised for search engines.
- Mobile Optimization: Addressing the unique needs of mobile users, a critical yet often overlooked aspect.
- Avoiding Flags: Steering clear of flag icons, which can be culturally insensitive or confusing.
Advocacy and Cross-Functional Collaboration
Implementing an effective global gateway strategy requires collaboration across marketing, design, localisation, and development teams. This united effort, regardless of technical expertise, is essential for improving the user experience and achieving success in global markets.
Final Thoughts
Global navigation may seem like a minor detail compared to localisation, but it’s pivotal. Without a well-planned gateway strategy, businesses risk losing visitors and missing out on substantial opportunities in Asian markets. Organisations can ensure their message resonates with audiences worldwide, driving engagement and growth by investing in localisation and a thoughtful global navigation strategy.
Explore resources and learn how to elevate your global presence effectively for more insights and strategies on web globalisation and localisation best practices.