Localization (L10n)
Localization (L10n) is the process of adapting a product, content, or document to a specific locale or market. Translation is just one part; full localization includes adapting currencies, date formats, cultural references, images, colors, and legal requirements to match local expectations and regulations.
Why Translation Alone Fails
Translating words isn't enough to succeed globally. If you show a US date format (MM/DD/YYYY) to a UK user expecting DD/MM/YYYY, they might misread appointment dates. If you display product sizes in US measurements when Europeans expect metric, they can't make informed purchases. If you use culturally inappropriate colors (white for weddings in the West, funerals in Asia), you risk offending customers. Localization builds trust by showing you understand and respect local conventions. McDonald's exemplifies this: serving wine in France, no beef in India, rice dishes in Asia—same brand, deeply localized experiences.
Translation vs. Localization
Real-World Impact
E-commerce site translates to German but keeps USD pricing
German users confused by currency, guess conversions
Conversion rate: 1.4%, high cart abandonment
Full localization: EUR pricing, DE shipping, German phone support
Users see familiar, trustworthy local experience
Conversion rate jumps to 5.2%, abandonment drops 68%