Mirela
We all know the theory: localization helps you adapt your product to resonate with different cultures and languages. But how do you know your localization efforts are hitting the mark? We’ve already discussed about translation KPI, but we should look at the bigger picture too.
Thankfully, there is such a thing as localization metrics, or Key Performance Indicators (KPIs), and they’re more than just numbers. These metrics reveal how effectively your message is translating, how engaged users are, and much more.
Check out some of the key indicators that spell success.
Translation quality
This KPI evaluates the accuracy, fluency, and appropriateness of translated content and can be measured using various methods, including human evaluation, automated tools, or customer feedback.
How to measure: Assign trained linguists or bilingual reviewers to assess translated content based on predefined quality criteria, such as accuracy, fluency, and readability. Score each translation based on these criteria. Along with human evaluation, you can utilize translation quality assessment tools like BLEU (Bilingual Evaluation Understudy), TER (Translation Edit Rate), or METEOR (Metric for Evaluation of Translation with Explicit Ordering) to automatically analyze translated text and generate quality scores.
Linguistic accuracy
This metric assesses how well the translated content adheres to linguistic rules, grammar, spelling, and punctuation of the target language.
How to measure: Compare the translated content with a reference or source text. Identify discrepancies in grammar, spelling, punctuation, and syntax to determine the level of linguistic accuracy.
Utilize language-specific grammar and spell-check tools to identify and quantify linguistic errors automatically.
Cultural appropriateness
You’ll be examining whether the translated content respects cultural nuances, idiomatic expressions, and local customs, ensuring it resonates with the target audience.
How to measure: Conduct cultural sensitivity reviews by native speakers or cultural experts to assess whether translated content respects cultural nuances, idiomatic expressions, and local customs. Additionally, you may use surveys or focus groups to gather feedback from target audience members.
Consistency
Consistency is crucial because it enhances user experience, delivering a seamless and cohesive user experience.
How to measure: Check for consistency in terminology, style, and formatting across different pieces of localized content. Make sure to create a terminology glossary or style guide to ensure consistency in terminology, style, and formatting across all localized content. Translation memory tools will be of great help.
Completeness
This localization metric can be used to ensure that all content elements, including text, images, videos, and interactive features, are properly localized and accessible in the target language and region.
How to measure: Develop checklists or content inventory tools and verify that all content elements, including text, images, videos, and interactive features, are properly localized and accessible in the target language and region. Content audits can also be used to identify any missing or untranslated elements.
Time to market
With this, you’ll be measuring the speed and efficiency of the localization process, from content creation to deployment. Minimizing time to market helps companies stay competitive and responsive to market demands.
How to measure: Calculate the time it takes to complete each stage of the localization process, including translation, review, editing, and deployment. Set benchmarks and track key milestones to monitor progress and identify potential bottlenecks that may delay time to market.
Cost efficiency
It’s important to evaluate the cost-effectiveness of localization efforts, considering factors such as translation expenses, resource utilization, and return on investment (ROI).
How to measure: Track translation expenses, including costs per word or project, vendor fees, and internal resource allocation. Compare costs against predefined budgets or industry benchmarks to assess cost efficiency and ROI.
User engagement
User engagement in localization refers to the level of interaction and involvement that users from different language backgrounds have with localized content.
How to measure: Use web analytics tools like Google Analytics to measure key engagement indicators such as click-through rates, bounce rates, session duration, and conversion rates for localized content.
International SEO performance
International SEO performance focuses on optimizing a website’s visibility and ranking in search engine results pages (SERPs) across different regions and languages.
How to measure: Monitor the visibility and ranking of localized content in search engine results pages (SERPs) using SEO tools and platforms. Track organic search traffic, keyword rankings, backlinks, and domain authority for localized web pages.
Customer satisfaction
How happy are your customers with the stuff you’ve translated? Do they find it clear, helpful, and easy to use? Customer satisfaction is about making sure people feel happy and satisfied when they use your products, services, or information in their own language.
How to measure: Collect feedback from users, customers, or stakeholders through surveys, interviews, or feedback forms. Use rating scales or Likert scales to quantify satisfaction levels and identify areas for improvement.
Final thoughts
By tracking the right localization metrics, you’ll be able to identify areas for improvement, ensure your content resonates with your target audience, and achieve your business goals. These key localization metrics like translation quality, cultural appropriateness, user engagement, and others, enable you to fine-tune your localization strategy.
However, while we’ve explored a range of vital metrics in this article, this is by no means an exhaustive list. Localization is a dynamic and multifaceted process, and there may be additional metrics tailored to specific industries, contexts, or objectives.