Everything you need to know about SaaS localization

SaaS localization adapts your software-as-a-service product for different languages, regions, and cultures. So users everywhere can easily navigate and interact with it.

It’s how you build trust and grow in new markets without things getting lost in translation. (Literally.)

If your SaaS company wants to scale its global reach, you can’t afford to ship a one-size-fits-all product.

For example, sales software provider Pipedrive localizes 2.7 million words (in 24 languages) a year:

Source: Pipedrive

People prefer software to be in their language. Gartner suggests almost 66% of software buyers think reading a provider’s website in their language is important.

More recent RWS research backs this up. Around 80% of consumers won’t even buy from brands that don’t offer support in their local language.

Some countries (like France with its Toubon Law) also legally require it.

It’s not just about swapping English for Spanish. True localization means making your features and content feel native to the user. That includes:

Let’s say you provide backend gaming infrastructure for multiplayer matchmaking, chat moderation, and player analytics.

You’re crushing it in North America and want to expand into South Korea and Germany.

Without localization, Korean dev teams are stuck using an English dashboard with unreadable date formats and error messages.

Plus, German regulators will flag your platform for missing compliance notices in their native language.

With localization, dashboards feel familiar to each international team. You can confidently launch knowing you’ve ticked legal checkboxes and all users understand the entire platform.

For SaaS companies, getting localization right can help you ship new products and features in new markets faster than ever.

Here are four of the most crucial benefits:

A structured localization process allows you to launch in new regions without delays from reworks or last-minute translation fixes.

Software companies have found that dedicated translation and localization software sped up time to market by 90%.

Localization also strengthens your SEO and marketing strategy right away. Using region-specific keywords helps your content rank higher and attracts more organic traffic from local audiences.

For example, Airbnb’s localization tech means all guests and hosts see user-generated content (UGC) in their own language.

By making content more relatable and engaging for users, Airbnb likely sees fewer bounce rates and longer SEO-boosting dwell times.

But language mismatches and technical issues can stall expansion if you rely on SaaS translation alone (without adapting for local contexts).

Take a life sciences SaaS company that wants to roll out its clinical trial platform in Japan.

By localizing regulatory terminology, marketing materials, and support content early, they can meet local requirements and launch months ahead of schedule.

Different languages expand and contract text differently, impacting usability and layouts. 

For instance, German is roughly 35% longer than English, and Arabic reads from right to left. If your user interface (UI) can’t flex, the whole experience can break.

Broken buttons and cut-off text frustrate users and lead to churn. Nothing says ‘professional software’ quite like ‘Save cha…’ and ‘Cance…’

For example, Netflix adapts everything from its interface to subtitles and support.

Source: Lingohub

This way, global users feel the streaming experience was made just for them.

Let’s say a manufacturing ERP company expands into the DACH region. Without localization, dashboard labels overflow, the date picker breaks, and the ‘Save’ button becomes unreadable.

Instead, building flexible layouts and previewing translations in context means the UI stays clean and usable in each language.

SaaS products generate and update content on the go. Notifications, release notes, and chat messages fly out constantly. 

If you only localize static elements, error messages or help content may still appear in the default language.

Localizing dynamic content keeps the entire UX cohesive, no matter where a user interacts with the product.

For example, Nintendo’s Animal Crossing game removes Halloween scenarios for users in countries that don’t widely celebrate it.

Let’s say a software analytics company localizes its core platform for Brazil. It also includes everything from mobile app alerts to onboarding flows.

As a result, Portuguese-speaking users get timely updates in their language, which boosts adoption rates and reduces support tickets.

Some countries legally require every software part to be available in the local language. Get it wrong and you face fines, blocked market entry, or legal notices.

Government agencies worldwide will even suspend services and fine providers who don’t keep up to date with these laws. For example, China often announces strict rule changes for mobile app developers. 

Plus, few things tank a market launch like realizing your checkout button translates to ‘Cancel’ in German.

Let’s say a global health-tech SaaS is planning to launch in Quebec.

Ensuring all core UI and legal documentation are fully available in French helps them meet Bill 96 (a Quebec law that requires workplace software to be in this language.)

It also builds trust with government clients who care about compliance when picking their vendors.

Instead of treating localization as a finishing touch, bake it into your product architecture.

That means designing flexible code, UI, and content workflows with various languages and regions in mind.

Retrofitting a product for localization is messy and pricey. Adding new languages later is faster and cheaper when you build it into the foundation. It’s also less likely to break your UI — and your budget.

Let’s say a global HR provider includes dynamic layouts and externalized strings in its onboarding flow from the start.

When it expands into the Middle East, adapting to right-to-left languages takes days (not months).

Here are six tips to make planning your localization efforts easier:

Building software with app and website localization in mind is how you future-proof your product.

Use flexible frameworks and design your UI to adapt so you’re ready to scale globally without rebuilding core systems.

Localization tools can be the central hub for everything from string management to project management workflows.

Without a robust translation management system (TMS), localization can quickly get messy. The right TMS can reduce manual work and ensure translation quality at scale.

For example, enterprises love XTM for its AI-powered translation, software localization, and vendor management features:

XTM includes three core products:

Multiple teams can work from one connected platform with artificial intelligence baked in, cutting turnaround times and translation costs.

For example, smart building technology provider Johnson Controls uses XTM to speed up turnaround by four weeks.

You can even save 2,000 hours of work and increase translation quality with 80% less effort.

Here are five crucial considerations when picking a localization SaaS tool:

Choose a robust localization tool like XTM to power fast, scalable translation processes. You’ll reduce the need to juggle tools and keep all teams aligned and efficient more easily.

UI translation is just one part of the puzzle. To create a consistent customer experience, you also need to localize backend content.

Backend content includes:

Localizing beyond surface-level translation delivers a complete, native experience for international customers.

Tailoring every detail ensures your product feels genuinely local, not just a translated version of something foreign.

In-context previews let translators and reviewers see how text appears within the actual product before it goes live.

Think of it as a visual quality assurance (QA) layer built into the localization process.

Translation out of context often leads to awkward phrasing and misinterpretation. It can also cause UI issues like cut-off text.

Seeing translations for SaaS products in the real UI helps catch those problems early.

For example, linguists can use Rigi (part of XTM) to spot where Dutch strings overflow buttons or labels don’t align.

Here’s what Rigi’s in-context previews look like:

Source: XTM

Fixing these issues before launch ensures a seamless UX. It also saves costly post-launch fixes or frustrating users.

Here are four tips to make the most of in-context previews:

Seeing text in its actual environment prevents layout issues and misinterpretations down the line.

Preview translations in your UI to save time and avoid unnecessary back-and-forth.

Continuous localization integrates translation into your development pipeline. This means the system automatically localizes every new feature, bug fix, and content update in real time.

Waiting until the end of a sprint or release to localize can delay things and lead to mistakes.

For example, you might end up with untranslated error messages or outdated payment methods. Or your flashy new feature only works in English.

Automating localization alongside development work keeps global users in sync. So, you can launch your features faster.

A tool like Transifex works directly with code repositories like Git. When something is updated (like new text in the software), the system automatically sends those changes to your TMS.

Here’s what continuous localization workflows look like in Transifex:

Source: Transifex

Transifex and the cloud-based TMS (e.g., XTM) handle translation automatically, so you don’t have to push or pull the updates manually.

Multi-branch support also lets your team work on different product versions simultaneously.

Picture this: you could have one version for a feature update and another for bug fixes to keep things moving.

Here are four tips to ensure you’re using continuous localization effectively:

Integrate localization services with your development workflow so translations update as your product evolves.

Roll out linguistic, functional, and UX testing to ensure quality and trust in every market you launch in.

Your software’s QA tests shouldn’t just check language. They must also evaluate how functions adapt to different text lengths and how content flows.

Even with good tools, mistakes like these can slip through.

Let’s say a data analytics platform that helps manufacturers track supply chain performance is expanding into Japan.

During QA, it validates functionality to check that interactive dashboards display correctly across devices. It also conducts a cultural review to ensure data visualization colors align with local preferences. 

For example, a Japanese user base may associate the color white with death and mourning. 

Considering these nuances means creating a polished, localized product that feels tailor-made.

Here are five steps to thoroughly test your SaaS product when localizing:

Running a range of tests ensures your software product looks, works, and feels right in every language you support.

Avoiding common localization pitfalls saves time and money due to errors.

It also helps protect your software’s reputation in new markets. Meaning you’re more likely to offer a high-quality experience and less likely to offend anyone.

Remember: one culture’s formal language can be another’s slang.

Here are five of the most common mistakes and how to prevent them:

Even if your software text is technically correct, it may come across as awkward or irrelevant.

Literal translation doesn’t always land. 

For example, imagery or even gestures can be offensive in certain regions. Someone giving a thumbs-up in Greece can be the equivalent of a middle finger.

These missteps can erode user confidence or make your product seem less local-friendly than competitors.

If your product feels foreign or tone-deaf, users won’t trust it.

Solution 

Work with in-market linguists or reviewers who understand local norms. Apply these findings to your tone and examples, too.

Then, run UX testing with real users in your target market to catch any remaining issues before deploying it widely.

The right localization software can also fine-tune machine translations.

For example, SmartContext technology (part of XTM) uses your translation memories to stay context-aware for various content types.

Poor technical setup leads to costly rework later. It also slows down your ability to scale into new markets.

You must use localization software that supports multiple languages (887 of them and counting at XTM). Instead of every new locale relying on manual fixes, they become seamless rollouts.

If text stays buried in code and UI elements can’t adapt, you’ll run into layout issues and hardcoded strings that translators can’t work on at all.

(It’s time to save your developers from waking up sweating over German button labels wrecking their perfect layouts.) 

Solution

Use internationalization (i18n) best practices from the start. These foundations help you design and develop your product to adapt for localization.

Unicode encoding and dynamic UI layouts are both examples of i18n practices. 

Pair internationalization efforts with developer frameworks and libraries that support multilingual content. This proactive approach allows for faster updates and minimizes the risk of disruptions.

As your product evolves, you’ll need to localize updates continuously.

Without a scalable system, translation delays can block releases or lead to inconsistent experiences across markets.

Create products that easily incorporate new features, target languages, or teams. That way, you’ll avoid roadblocks and grow faster.

Solution

Invest in a TMS like XTM that supports continuous localization and automated workflows. Then, structure your content to reuse across features and platforms.

Plan to manage multiple languages and vendors earlier than necessary. So you’re prepared when the time comes.

AI-powered MT is helpful for speedy, cost-effective translations. But over-relying on it can lead to awkward phrases or translations that just don’t make sense in local languages.

Technology can’t replace human judgment yet. Especially for nuanced content or super-regulated industries like life sciences or finance.

Involving native speakers or human translators ensures the app feels natural to users. Plus, you won’t break the law.

Solution

Use MT for straightforward, high-volume content. Then, layer on human post-editing for customer-facing or critical content.

Choosing a TMS that lets you customize MT engines and manage human reviews in one place makes it easy to balance speed with quality.

Even if your product is localized, users will still run into issues. And they’ll expect help content, chat, and documentation in their language.

A localized product with English-only support creates a frustrating gap. Users might churn simply because they can’t find help they understand.

Solution

Localize everything in your help center, including chatbot flows. Start with your biggest user markets and the most frequently viewed support articles.

Use a TMS with knowledge base integration to make this process even more straightforward and trackable.

SaaS localization isn’t just about translation. It’s also creating experiences that feel native to every user.

With the right tools, technical setup, and process, you can confidently scale faster in new markets. Because speaking your customers’ language isn’t just polite. It’s profitable, too.

Not sure which localization tool is the best fit for you? XTM Assess can help.