Using Layout Review and Messaging Analysis to Form Localization Hypotheses: An Example for Localization of E-Commerce Female Clothing Websites for the Russian Market

Abstract

It is widely accepted that localization is not simply a matter of translation. However, most advice on cultural adaptation focuses on country-level cultural differences, not on a given brand’s target audience. While slightly better than a one-size-fits-all approach to website translation, country-level localization might be leaving on the table additional opportunities to build trust, increase user satisfaction and acquire more customers. While nothing can replace user or market research, messaging and layout analysis can help form hypotheses for testing with target-audience representatives.