Selling SaaS Globally paddle.com How to solve the problem 1 Research your target market in detail There’s more to culture than language. Conducting market research can help you understand the cultural nuances which might impact your product strategy in each geography, like tone of voice or color palette. What are the bene昀椀ts? Ideally, good localization will feel like an original and unique experience – not something that’s been translated or adapted. This avoids alienating your target audiences. 2 Display information according to local conventions Software localization ensures your product can support each market’s required functionality and user interface conventions. It includes support for di昀昀erent date and time displays, currencies, and scripts, especially: • Double-byte languages (like Japanese) • Languages with complex scripts (like Hindi) • Right-to-left languages (like Hebrew) What are the bene昀椀ts? Software localization improves the user experience, making your product accessible and easy to use for as many potential customers as possible. This enables you to expand your customer base in new markets. 3 Speak the local language Language localization involves enlisting translators or software to create localized in- app and UX copy, and onboarding collateral. Work with translators to ensure all product copy is optimized for both users and search engines in each geography you enter. What are the bene昀椀ts? 75% of customers prefer to make buying decisions in their native 14 language. Working with native speakers either as translator or during QA rather than relying solely on translation software avoids awkward phrasing, and helps smooth out the customer experience. 29