PAPERFORM: GERMAN LOCALIZATION OF THE MAIN LANDING PAGE
Paperform is an Australian start-up that helps individuals and companies make beautiful forms that really fit their brand. My work with Paperform included translating the main landing page into German whilst taking into account the specific cultural context of Germany and German customers.
Interesting example
The following example shows the English and German version of the "Get a free trial" section of Paperform. In English, it says "No CC Required" which is culturally quite irrelevant for a German audience. Credit cards are rather unpopular in Germany and not everybody has one. Germany mostly uses its own payment system called EC (electronic cash).
If I had not changed “No CC Required”, Germans could have misunderstood it as "Cool, I can pay by EC card as I don't have a credit card!" which unfortunately implies that payment would still be necessary immediately, just not by credit card. By changing the text to "No payment information required", it is very clear to the German user that literally NO payment info is required at all (credit card or otherwise).
This tiny change could reassure users and might make it less of an emotional barrier to sign up.
