Get Your Money Back Optimizing Localization RoI

Get Your Money Back! Optimizing Localization RoI
Making Your Sales Estimates
Whether Japanese, Georgian, or Javanese should be your first choice for a localization depends
on your app or website, and your marketing objective. Your first step in calculating return on
investment for localization is to decide where you want to sell, which may be a totally different
country or region, compared to somebody else’s choice.
Next, you must estimate sales revenue from the markets for which you are planning
localization. This is a tricky proposition at the best of times, but information to help you do this
may include:
● Population size/number of web or mobile device users in the market for localization
● Comparison of a market you’re aiming at with a market you already know. For example, if
the new market has twice the number of smartphone users as your home market, a
correctly localized version of your app might attract twice as many customers compared
to your home market.
● Data from online tools like Google Global Market Finder and Google Trends to see how
popular relevant keywords are in different languages. You may want to check out
different versions of such tools for different regions, where Google is not the main player
(as in China, for instance.)
● Specific market or country regulations concerning apps or websites. In sectors like
healthcare and finance, you may find that regulations effectively prevent you from
launching a localized version of your app. In that case, cross that country off your list and
look for others instead.
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