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.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Albert, T. C., & Sanders, W. B. (2003). E-business marketing. Hoboken, NJ: Pearson Education,.
Anonymous. (2016). What’s in your customer’s digital wallet? Preferences vary greatly around the world. Nielsen News. Retrieved February 22, 2019, from http://www.nielsen.com/eu/en/insights/news/2016/whats-in-your-customers-digital-wallet-preferences-vary-around-the-globe.html.
Anonymous. (2017). 7 Things Russians expect on your website. Russian Search Marketing. Retrieved February 22, 2019, from https://russiansearchmarketing.com/7-things-russians-expect-on-your-website-in-2017/.
Anonymous. (2018a). RISE Collection website homepage. Retrieved May 5, 2018, from https://www.riseshop.ru/.
Anonymous. (2018b). Sogrevay website homepage. Retrieved May 5, 2018, from https://www.sogrevay.ru.
Anonymous. (2018c). BStatement website homepage. Retrieved May 5, 2018, from https://bstatement.ru/.
Anonymous. (2018d). 12Storeez website homepage. Retrieved May 5, 2018, from https://12storeez.com/.
Anonymous. (2018e). H&M RU website homepage. Retrieved May 5, 2018, from http://www2.hm.com/ru_ru/index.html#modal-1.
Anonymous. (2018f). Zara Russia website homepage. Retrieved May 5, 2018, from https://www.zara.com/ru/.
Anonymous. (2018g). SheIn RU website homepage. Retrieved May 5, 2018, from https://ru.shein.com/.
Anonymous. (2018h). Next Russia website homepage. Retrieved May 5, 2018, from http://www.next.com.ru/ru.
Anonymous. (2018i). Ushatava website homepage. Retrieved from https://www.ushatava.com/.
Anonymous. (2018j). Sogrevay Family Look page. Retrieved May 23, 2018, from https://www.sogrevay.ru/family-look/.
Anonymous. (2019a). Google Analytics website homepage. Retrieved February 22, 2019, from https://marketingplatform.google.com/about/analytics/.
Anonymous. (2019b). Hotjar website homepage. Retrieved February 22, 2019, from https://www.hotjar.com/.
Anonymous. (2019c). Yandex.Metrica website homepage. Retrieved February 22, 2019, from https://metrika.yandex.ru/.
Anonymous. (2019d). Homepage pop-up. Retrieved February 22, 2019, from https://www.mothercare.ru/.
Anonymous. (2019e). The LIFT model. WiderFunnel. Retrieved February 22, 2019, from https://www.widerfunnel.com/lift-model/.
Anonymous. (2019f). Old Navy EveryWear plus-size graphic tee. Retrieved February 22, 2019, from https://oldnavy.gap.com/browse/product.do?pid=378441072&cid=1044616&pcid=46550.
Anonymous. (2019g). Amazon essentials women’s 2-pack short-sleeve crewneck solid T-shirt. Retrieved February 22, 2019, from https://www.amazon.com/gp/product/B07754XHM5/ref=s9_acsd_top_hd_bw_b4NjU_c_x_2_w?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=merchandised-search-11&pf_rd_r=SHP1G9MRVE9786P2R92F&pf_rd_t=101&pf_rd_p=d6b2f417-3304-57ed-8a30-859e3637914a&pf_rd_i=1044544.
Anonymous. (2019h). Ozon e-commerce store product description for a blouse. Retrieved February 22, 2019, from https://www.ozon.ru/context/detail/id/139039686/.
Bafico, F. (2017). E-commerce in Russia: what you need to know to sell online in Russia in 2017. Balalaika Business Solutions. Retrieved May 23, 2018, from http://www.balalaika-bs.com/en/blog/e-commerce-in-russia-what-you-need-to-know-to-sell-online-in-russia-in-2017-/.
Bryan, C. J., Dweck, C. S., Rogers, T., & Walton, G. M. (2011). Motivating voter turnout by invoking the self. Proceedings of the National Academy of Sciences of the United States of America. Retrieved February 22, 2019, from https://www.pnas.org/content/early/2011/07/13/1103343108.
Buchanan, H. (2012). Adapting communications styles to the needs of the market. In G. Moss (Ed.), Lessons on profiting from diversity (pp. 117–124). London: Palgrave Macmillan.
Cermak, R., & Smutny, Z. (2018). A framework for cultural localization of websites and for improving their commercial utilization. In S. Sarma (Ed.), Global observations of the influence of culture on consumer buying behavior (pp. 206–232). Hershey: IGI Global.
Chiaro, D., Heiss, C., & Bucaria, C. (Eds.). (2008). Between text and image: Updating research in screen translation. Amsterdam/Philadelphia: John Benjamins Publishing.
DBS Interactive. (2015). The role of culture in website localization.. Retrieved February 22, 2019, from https://www.dbswebsite.com/blog/2015/11/03/the-role-of-culture-in-website-localization/.
Dray, S. M., & Siegel, D. A. (2006). Meeting the needs of international customers through localization and user-centered design. In K. J. Dunne (Ed.), Perspectives on localization (pp. 281–308). Amsterdam/Philadelphia: John Benjamins Publishing.
Furner, E. K. (2018). Cultural differences in Russian and English magazine advertising: A pragmatic approach. In All Theses and Dissertations. Provo, UT: Brigham Young University.
Jahanian, A., Keshvari, S., & Rosenholtz, R. (2018). Web pages: What can you see in a single fixation? Cognitive Research: Principles and Implications, 1, 3–14.
Jimenez-Crespo, M. A. (2013). Translation and web localization. New York: Routledge.
Leach, A. (2018). Counterfeit culture: Moscow—Inside Russia’s fashion black market. Highsnobiety. Retrieved February 22, 2019, from https://www.highsnobiety.com/p/fake-streetwear-russia/.
Pym, A. (2009). Website localization. Preparatory text. Retrieved February 22, 2019, from http://usuaris.tinet.cat/apym/on-line/translation/2009_website_localization.pdf.
Shapiro, J. (2019). Landing pages. Retrieved February 22, 2019, from https://www.julian.com/guide/growth/landing-pages.
Sherwin, K. (2016). Cultural nuances impact user experience: Why we test with international audiences. California. Retrieved from https://www.nngroup.com/articles/cultural-nuances/: Nielsen Norman Group.
Singh, N. (2012). Localization strategies for global E-business. New York: Cambridge University Press.
Wiebe, J. (2017). The 10-minute content audit. Copy Hackers. Retrieved February 22, 2019, from https://copyhackers.com/10-minute-content-audit/.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Howard, E. (2020). Using Layout Review and Messaging Analysis to Form Localization Hypotheses: An Example for Localization of E-Commerce Female Clothing Websites for the Russian Market. In: Rana, N.P., et al. Digital and Social Media Marketing. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-030-24374-6_18
Download citation
DOI: https://doi.org/10.1007/978-3-030-24374-6_18
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-24373-9
Online ISBN: 978-3-030-24374-6
eBook Packages: Business and ManagementBusiness and Management (R0)