For localized pricing, do you also translate the pricing page content and marketing copy for each region, and how much do you think full localization (language + currency) impacts conversion rates in those markets?

Based on the principles laid out in our book Price to Scale, the answer is yes—it’s best to fully localize your pricing page content and accompanying marketing copy for each region. Here’s what that means and why it matters:

• Full translation goes beyond just swapping out words. It involves adapting your pricing page content and messaging to align with local cultural nuances, legal requirements, and customer expectations. When prospects read pricing details in their native language, it builds trust and clarity.

• In addition to language, presenting prices in the local currency can reduce friction. Customers won’t have to perform mental currency conversions or worry about hidden fees, which can greatly smooth the path to conversion.

• While the book doesn’t provide a one-size-fits-all percentage for conversion uplift, our case studies and discussions emphasize that localized pricing — when executed well — can have a sizable impact on conversion rates. Companies that invest in fully localizing both language and currency tend to see better engagement because the pricing appears more personalized and transparent.

• Ultimately, the decision to fully localize should align with your broader go-to-market strategy. If your target region has a significant customer base that might be hesitant about unfamiliar currency or messaging, full localization might be the key to a better customer experience and improved conversion.

In summary, our pricing strategy book Price to Scale advocates for translating and localizing not just the numbers but the entire narrative on your pricing page. This approach can help reduce barriers to purchase and, as supported by various case studies in the book, positively impact conversion rates in those markets.