Selling your download in a second language: a practical localization guide for digital sellers

In the sales of digital downloads, there may be a hidden pattern: customers from countries where the seller does not officially offer translations. These customers, although they buy and use the product, do so through translated browsers or translation efforts. This guide explores the practical steps to remove this language barrier, not through simple translation of a sales page, but by providing a legitimate version of the download in the customer's language.

The process is feasible for small sellers, as there is no need for complex packaging, printing, shipping, or inventory management. The primary work involves files, messages, and decisions. However, it can be done poorly: a translation of a sales page that points to an untranslated product can be worse than no translation, as it creates false expectations that are not met.

To begin, identify the demand already present in existing sales. Avoid choosing a language based on popularity or personal knowledge. Instead, examine three sources: the buyer list, support inbox, and page analytics. The buyer list should be sorted by country and the language of names and messages received, with a minimum of five or ten buyers in any one language considered significant.

Support messages in another language or written in simple English, suggesting a non-native speaker, indicate a need for translation. Page analytics showing visits by country and browser language that do not convert often reveal where a translated edition would be most beneficial.

Once potential languages are identified, a reality check is necessary. The seller must have the capabilities to produce a high-quality translation and handle occasional support inquiries in that language. Machine translation accompanied by a native-speaking reviewer for a few hours is a viable solution for most sellers; relying solely on machine translation without review is how poor translations occur.

If the seller cannot review the translation or provide support in that language, move on to the next language on the list.

Start with one language and one product, preferably the best seller. This focuses the effort and verifies whether there is genuine demand. The next step is to translate the product, not just the marketing page. This order of work is crucial. The sales page persuades the customer for only a brief moment, while the product itself is the main focus.

Organize all elements the buyer encounters and reads, in the order they are experienced: the product file itself, instructions, readme files, templates, and metadata. Translate these elements in a way that aligns with the product's purpose, using short, direct instructions and adapting to the target audience's norms for tone and formality.

Additionally, ensure that numbers, dates, and measurements are accurately converted, as these elements can cause confusion if not properly translated.

Decide on the structure for selling the second edition before translating anything else. There are three viable options: one product with a language choice at delivery, separate listings for each language, or a language pack sold as an add-on. Choose the structure that best fits the product and stick to it. Once the structure is set, label files clearly by language to prevent customers from receiving the wrong edition.

Lastly, consider the delivery method. A poorly executed delivery can undermine the benefits of a well-translated product. Decide how the second-language edition will be sold and delivered to ensure a seamless experience for the customer.