Spanish-language tests, written in Spanish.

The standard approach to a Spanish-language funnel is to write the English one, send it to a translation service, and ship it. It reads correctly. It also converts worse than it should, for reasons that do not show up in a translation QA pass.

Conversion copy works through register, familiarity, and the specific words a market uses for money, risk, and commitment. Those do not survive translation intact. A call to action that lands as confident in English can land as presumptuous in Spanish; a trust signal that reassures a US buyer can read as boilerplate to a Colombian one. Formality alone (tú versus usted, and which is right in which market) changes how a page feels before anyone reads a benefit.

None of this is exotic. It is the same reason you would not let a Spanish agency translate your English checkout copy and assume it was optimised. It just rarely gets applied in the other direction.

What we actually do differently

Spanish variants are written in Spanish by someone with genuine regional fluency, then tested as their own hypotheses rather than as translations of a winning English test. Sometimes the English winner also wins in Spanish. Often it does not, and that difference is exactly the kind of thing an averaged programme never surfaces.

Where you serve multiple Spanish-speaking markets, we treat them as separate segments rather than one, because Mexico, Colombia, Argentina, and Spain do not behave like a single audience and the data usually says so within a couple of tests. The personalization guide covers how to act on that once it shows up.