Website translation is no longer a luxury but a necessity. It ensures that businesses can reach and engage with international audiences effectively. Understanding the localisation maturity curve is essential for companies to evaluate their translation efforts and optimise their total cost of ownership (TCO) and return on investment (ROI).

Understanding the Localisation Maturity Curve

The localisation maturity curve represents the stages of growth and sophistication in a company's approach to website translation. Recognising where your organisation stands on this curve is crucial. It helps in understanding the balance between TCO and ROI at different stages of your localisation journey. As you move forward in the translation lifecycle, you prioritize transitioning from manual efforts to automation in the initial stages and from automation to centralisation in the later stages.

Phase 1: Manual

In the initial phase, translation efforts are often manual. This stage is characterized by small-scale operations, usually involving a team or individual manually translating content. Small e-commerce businesses beginning their international expansion might find themselves here.

Challenges and Benefits:

Challenges: This phase is labour-intensive and time-consuming. The manual process increases the risk of inconsistencies and errors, making it difficult to maintain uniformity across all translated materials.

Benefits: Despite the challenges, manual translation has low initial costs and offers high control over translation quality. Businesses can ensure that their brand voice and message are accurately conveyed in each target language.

Measuring TCO: At this stage, TCO is influenced primarily by labour costs and the significant time spent on manual translation tasks. Businesses need to consider the trade-off between the cost of manual efforts and the potential reach of their international audience.

Example: A small e-commerce business translating product descriptions to enter a new market. They rely on a few bilingual employees or freelancers to manually translate their website content.

Phase 2: Automated

As businesses grow, they start adopting basic translation automation tools that are cheap and easy to implement. This phase is typical for mid-sized companies looking to increase their market visibility without the high costs associated with manual translation.

Introduction of Tools: During this phase, companies may use browser-based proxy technologies for quick and cost-effective ways to automate translations. As businesses scale and exceed $25 million in revenue, they often transition to server-based proxy solutions. These server-based technologies provide more robust and scalable translation capabilities, essential for handling increased volumes of content efficiently.

Challenges and Benefits:

Challenges: Browser-based translation tools leveraged in the automation stage can often fall short in capturing the nuances and cultural context of languages, leading to a lack of localisation quality. This can necessitate additional human-post edit reviews and adjustments to ensure translations are contextually accurate and culturally relevant, which leads to more expensive translation projects.

Benefits: Leveraging automation tools can significantly reduce the time and effort required for translation, leading to faster turnaround times and the ability to handle larger volumes of content.

Calculating TCO: TCO during this phase includes the cost of automation tools, initial setup, and occasional manual intervention. While the translation technology being leveraged may be cost efficient, the lack of quality will often demand additional human translation post editing, which is the most expensive form of website translation.

Example: A mid-sized company using automated tools to streamline their translation process, enabling them to reach more markets quickly and efficiently.

Phase 3: Hybrid

The hybrid phase involves combining automated website translation technologies with human translation, optimising the balance between quality and efficiency. This phase is ideal for companies that have grown beyond basic automation but still require human expertise to ensure high-quality translations.

Combining Automation and Human Translation: Businesses in this phase leverage machine translation for initial translations and employ human translators for quality assurance and nuanced adjustments in the post-editing stage. This approach ensures that translations are both efficient, accurate, and localised to reach specific target audiences.

Challenges and Benefits:

Challenges: Managing the balance between automated and human translation can be complex. It requires a coordinated effort to ensure that your website translation technology does not compromise quality.

Benefits: The hybrid approach offers the best of both worlds-efficiency and high quality. It allows businesses to handle large volumes of content while maintaining the integrity of their brand message. This also enables companies to target specific dialects and regions, such as localising a spanish-language website for a Mexican audience by using colloquial phrases and language.

Balancing TCO and ROI: At this stage, companies start to see a significant ROI as they leverage both automation and human expertise. The initial costs of integrating these processes are balanced by the increased efficiency and quality of translations.

Example: A tech company localising content for multiple regions, ensuring high-quality translations while managing costs through a blend of automation and human expertise.

Phase 4: Centralised

When businesses reach the centralised phase, they manage on-going translations with a centralised system. This phase is common for organisations with well-established multilingual presences that need to maintain consistency and efficiency across multiple languages.

Managing Translations: Centralised systems often involve translation management systems (TMS) and dedicated localisation managers. These tools and roles help streamline the translation process and maintain high-quality standards.

Challenges and Benefits:

Challenges: Implementing and maintaining a centralised system requires significant investment in technology and personnel. It also necessitates continuous management and optimisation.

Benefits: Centralisation maximises ROI through consistent and efficient translation processes. It allows businesses to handle large volumes of content with minimal errors and high quality.

Optimising ROI: Centralised systems enable businesses to optimise their translation processes, ensuring that they get the best return on their investment. The streamlined approach reduces redundancies and increases efficiency.

Example: A large organisation with a robust multilingual website, utilising a centralised system to manage on-going translation efforts and maintain consistency across all languages.

Phase 5: Expert

The expert phase represents peak international maturity. Global corporations with in-house translation teams and advanced TMS systems operate at this level. These companies have highly sophisticated and efficient translation processes in place.

In-House Translation Teams: At this stage, businesses often have dedicated in-house teams of translators and localisation managers. These teams work in conjunction with advanced TMS systems to handle complex and large-scale translation projects.

Challenges and Benefits:

Challenges: Maintaining in-house teams and advanced systems requires substantial investment. It also involves on-going management and continuous improvement to stay ahead of evolving market needs.

Benefits: In-house teams and sophisticated systems ensure the highest translation quality and efficiency, minimising hidden costs and maximising ROI.

Maximising ROI and Minimising Costs: With in-house expertise and advanced technology, companies can achieve the highest possible ROI while minimising costs associated with errors and inefficiencies.

Example: A global corporation with extensive international operations, leveraging in-house teams and advanced TMS systems to manage their translation efforts seamlessly.

How MotionPoint Helps You Navigate the Localisation Maturity Curve

MotionPoint provides advanced automation and translation flexibility, adapting to each phase of the localisation maturity curve. In addition to the technology, MotionPoint offers over 20 years of experience in the website translation industry to guide you through the process of localising your website.

Technologies and Services:

Early Stages: Providing browser-based proxy technology for small businesses, ideal for initial forays into international markets due to their low cost and ease of implementation. MP Express is designed for these early stages, offering a simple and effective solution to quickly translate and launch multilingual websites. MP Express enables businesses to test new markets without significant upfront investment, providing an accessible entry point into global expansion.

Scaling Up: As companies grow beyond $25 million in revenue, server-based solutions become more appropriate, offering more robust and scalable translation capabilities. MotionPoint’s MP Concierge is tailored for this phase, providing enhanced functionality and support. MP Concierge not only handles increased volumes of content efficiently but also integrates with existing systems to ensure seamless and scalable localisation processes. This solution is ideal for businesses looking to solidify their presence in international markets with a reliable and scalable translation infrastructure.

Adaptive Translation™: Leveraging Brand Voice AI and AdaptiveQE, MotionPoint’s Adaptive Translation™ ensures your brand’s voice is consistent across all languages and regions.

Brand Voice AI uses sophisticated algorithms to understand and replicate your unique brand voice across different languages, maintaining tone, style, and terminology specific to your brand. AdaptiveQE (Quality Evaluation) continuously monitors and improves translation quality by using machine learning to adapt and refine translations based on real-time feedback and performance data. This dynamic approach ensures high-quality translations that resonate with local audiences while staying true to your brand identity.

Beyond Word Services: MotionPoint's Beyond Word Services offer comprehensive quality assurance, support, and effective localisation strategies, ensuring consistent ROI.

Conclusion

Evaluating your translation efforts through the localisation maturity curve is crucial for optimising TCO and maximising ROI. As your business evolves, prioritizing manual to automation in the initial stages and then transitioning from automation to centralisation will streamline your translation processes and improve efficiency.

Call to Action: Get a free website translation diagnostic scorecard to assess your current localisation maturity and discover how MotionPoint can help you advance to the next stage.