How can SaaS teams use better localisation to improve user experience, adoption and confidence across markets?
Most SaaS products are built and refined in English first. The onboarding makes sense, the UI feels intuitive, and help content supports users effectively.
But when that same product moves into new markets, the experience can start to feel different. Activation may dip. Users may hesitate during onboarding. Support queries may increase. Feature adoption can take longer than expected.
These issues are not always recognised as localisation problems. They often look like UX issues, onboarding issues, product marketing issues or customer support challenges. But very often, language is playing a bigger role than teams realise.
In this on-demand webinar, James Brown, Head of Commercial at Comtec, shares a practical look at how SaaS teams can use localisation more effectively to improve user experience, support product adoption and scale into new markets with more confidence.
What this webinar covered
In this 30-minute session, we explored how localisation affects the way users understand, trust and adopt SaaS products in different markets.
You’ll see:
- What good SaaS localisation looks like across UI, onboarding, help content and documentation
- Why terminology consistency matters so much for user confidence and product adoption
- How AI-led machine translation and human expertise can work together to support speed, scale and quality
- Why one localisation process for everything is rarely the most effective approach
- How to focus localisation effort where it has the biggest impact on activation, onboarding and retention
It’s a practical session for SaaS teams looking to make localisation a stronger part of international growth, not just a downstream translation task.
🎥 Watch the full recording
Key takeaways from the webinar
- Localisation is not just about translating your product. It is about recreating the user experience in another language.
- Small inconsistencies in UI copy, onboarding instructions, help content or feature naming can reduce user confidence and slow adoption.
- Terminology is part of the product experience. When terms are consistent across the UI, help centre, onboarding flows and customer communications, users understand features more quickly and need less support.
- Good localisation creates a consistent, natural and trustworthy experience across the whole product journey.
- AI-led machine translation can support speed, scale and consistency, particularly for high-volume content, but it works best when guided by human linguistic expertise.
- The strongest SaaS localisation strategies use a mix of approaches, matched to the visibility, risk and commercial impact of each content type.
Want to apply this to your own localisation setup?
If you’re thinking about:
- Improving onboarding or activation in new markets
- Reducing user hesitation caused by unclear or inconsistent language
- Keeping product terminology consistent across UI, help content and onboarding flows
- Using AI-led machine translation in a more controlled and brand-aligned way
- Understanding where human expertise matters most in your localisation workflow
- Reviewing how localisation currently supports product adoption and international growth
We can help you take a practical look at what you already have and where small changes could make a meaningful difference.
That might mean reviewing a sample of your UI, help content or onboarding material to show how different localisation approaches perform. Or it could mean a light-touch review of your current setup, looking at terminology, workflows, content types and where user experience may be affected.
No heavy process, no generic solution. Just clear, practical guidance on how to make localisation work harder for your product and your users.
Contact us today to explore how better localisation could support product adoption in your global markets.