User feedback: the only quality measure that counts in localization

用户反馈：这是本地化的唯一质量衡量标准

User feedback — direct information from those who use your product — is both the most important aspect of any good methodology and also key to any localization effort. Contrary to popular belief, the most relevant indicator of localization quality is rooted more in user experience than in any linguistic review.

用户反馈——来自产品使用者的直接信息——是任何好方法最重要的方面，也是任何本地化工作的关键。与普遍的看法相反，本地化质量最相关的指标更多地植根于用户体验，而不是任何语言评论。

Software-as-a-service providers were the first to notice that when users are satisfied with a specific product, they are likely to continue using it. Client retention is of utmost importance in Silicon Valley because renewals depend on it. The more customers trust a brand, the more loyal they become to it. If the aim is to provide customer satisfaction, why not cut out the middleman and ask the users themselves what they think about a product? If we want to mirror this concept in the language industry, why not ask users firsthand to truly gauge how they feel about our copy?

软件即服务提供商最先注意到，当用户对某个特定产品感到满意时，他们可能会继续使用。在硅谷，客户保留至关重要，因为续订依赖于此。客户越信任一个品牌，他们对其忠诚度就越高。如果目标是让客户满意，为什么不去掉中间商，问问客户自己对产品的看法呢？如果我们想要在语言行业中反映这一概念，为什么不直接询问用户对我们的文本的真实感受呢？

Similar to a marketing strategy, a user-feedback strategy should be carefully engineered to solicit feedback at the right time and be the least intrusive possible. Done correctly, it will indicate to the customer that you care about their satisfaction and want to continue to improve product and service.

与市场营销策略类似，用户反馈策略应该精心设计，在适当的时间征求反馈，尽可能减少干扰。如果操作正确，它将向客户表明该品牌关心他们的满意度，并希望继续改善产品和服务。

Of course, there are many methods to collect data on customer satisfaction. It’s not always practical to send out detailed surveys, but it’s certainly a good idea to provide feedback functionality to report translation errors.

当然，收集客户满意度数据的方法有很多。发送详细的调查并不总是可行的，但提供反馈功能来报告翻译错误无疑是个好主意。

With an online product, user engagement can be another easy way to glimpse into the psyche of the customer. Page-visit frequency and time spent on a page can provide a better understanding of the amount of engagement a page is enjoying. If the results are significantly lower in one language vs a series of others, the first might have serious quality issues. Comparing conversion and bounce rates between languages can be very helpful as well. When in doubt about the preferred style in a language, why not run an A/B test to determine the style that fits the target market best?

对于在线产品，用户参与是另一种了解客户心理的简单方法。页面访问频率和停留在页面上的时间可以更好地理解页面的参与度。 如果一种语言的结果明显低于其他一系列语言，那么第一种语言可能存在严重的质量问题。比较不同语言之间的转换率和退回率也很有帮助。当对一种语言的偏好风格有疑问时，为什么不进行A/B测试来确定最适合目标市场的风格呢？

While the “user feedback as QA” approach isn’t completely airtight, it does align with the agile product approach that many modern outfits are aspiring to. Traditional linguistic reviews are ultimately expensive and inherently subjective. To refocus review activities in the product UI rather than the localization tool makes for a more scalable solution that leverages the power of the end user.

虽然“用户反馈作为QA”的方法并不是完全无懈可击的，但它确实与许多现代企业所渴望的敏捷产品方法相一致。传统的语言学评论最终是昂贵的，并且本质上是主观的。重新关注产品UI中的审查活动，而不是本地化工具，可以使解决方案更具可伸缩性，充分利用最终用户的力量。

Any localization effort is always going to support the higher goal of preventing customer churn. Creating a healthy relationship with customers is crucial for the growth of any client base. Calculating and analyzing customer satisfaction data can work wonders not only to improve user engagement but also to guarantee localization quality.

任何本地化工作都是为了防止客户流失来作为更高目标。与客户建立健康的关系对于任何客户基础的增长都是至关重要的。计算和分析客户满意度数据不仅可以提高用户参与度，还可以保证本地化质量。

While academics might think they know better than your users linguistically, listening to customers’ opinions can play a vital role in validating the quality of your copy in any language. After all, the product exists to solve clients’ problems in the first place.

虽然学者可能认为他们在语言上比你的用户更了解，但倾听客户的意见可以在验证你的任何语言版本的质量方面都起着至关重要的作用。毕竟，产品的存在首先是为了解决客户的问题。