This Australian company lets you say g’day to customers in 50 languages
Sydney-based Localizer.co offers more than just translation services to its clients. It helps users alter their website to appeal to local audiences from around the world. Aimed at e-commerce and SaaS customers, this B2B service provides a wealth of tools that allows companies to create variations of their websites or platforms to boost conversions.
Sinan Kaya founded Localizer.co (which recently rebranded from its original name, TinyButton) in 2014 and has been active with around 100 clients since their launch in July. Kaya comes from a background in e-commerce and recognized the need for companies to offer content that is not only in the language of their international customers, but also fits their style. He cites the increased need for companies to stand out from other merchants by providing a localized UX for customers.
Translation and beyond
The first features worth discussing are the three different translation options available to clients.
For minor alterations, the system allows the user to select a section of text and enter the translation for that specific item. This can be ideal for product names and menu options that are consistent throughout the site.
When working with more complex translations, clients can use credits (which cost between 8-10 cents per word) to hire a translator for parts that require more detail, such as product descriptions. They work with translation network Gengo to do the backend translations, which appear automatically on the altered site upon completion.
In cases that require less attention like comments sections, there is an option to use Google Translate. Using Google for their clumsy translations is hardly ideal, but it makes great sense for saving costs on less essential sections.
Localizer.co adds other great features on the backend. In dealing with meta tags, users are given the ability to use dynamic headings that can be distributed throughout the site according to the local preferences. To bring everything into line, there is a CSS overwrite tool that helps to smooth out the rough edges that can occur with changing the site, such as when the text alignment moves from left to right.
The most exciting feature is the automation, where a user inputs the desired rules for the localization changes and the system implements the style throughout the entire website. Kaya claims that his tools are able to perform all these tasks on a website with 1,200 pages in only 45 minutes. This can be a life saver for large e-commerce sites that have thousands of product pages.
How do they stack up?
In looking at the competition, others in this field appear to be focused on providing translations to their clients. Companies like Localize and Smartling may offer top rate translation services, but Localizer.co stands out with their style localization automation.
The crew down under has identified a significant challenge in bringing e-commerce to a global stage. Localization helps companies speak to their customers in their language and offers them a UX that they can feel more comfortable in, potentially leading to better sales. Just because a merchant is doing well with their American audience does not mean that the same website will play to their customers in Korea or Turkey.
Fresh from their Beta stage in May, Localizer.co still has a while to go in gaining recognition. However they are already attracting big name integrations with companies like Shopify, WordPress, and Wix, which could help lead them to further growth and user acquisition.
*Update (10:23 a.m. IST, October 8, 2015): In the original article, Localizer.co’s name was TinyButton. We changed every mention of TinyButton that appeared in the original article to their new name, Localizer.co, since they rebranded soon after the article was published. This also changed the original headline from “Drive conversions by localizing your website with TinyButton” to “Drive conversions by localizing your website with Localizer.co”.