Those who speak foreign languages know it very well:
- Even if you speak a foreign language very well, you probably know that every expression doesn’t correspond to a sensible statement in another language.
- In terms of cultural differences, each word and saying have their own impact and profoundness.
The App Store provides services in 40 languages in more than 150 countries. Do you have an anticipation about how localization can directly impact your download rates? Regarding our recent research, we found that almost one week later after taking steps toward localization in an iPhone App, the subsequent download rates in that same country increased by 130% on average and revenue rates also increased by 25%.
Considering the aforementioned findings, we can easily say that localization can be a necessity even for your home country. From the perspective of a mobile entrepreneur, this is a significant concern that should be addressed. When you come up with an app in a foreign locale, you may generally just consider your home country’s particular culture. However, if you want to effectively enter another country’s mobile market, you ought to consider their mindset and culture as well.
Fun fact: Many companies don’t ponder about localization and even though they succeeded big time in their home turf, they can’t reach the same level of achievement in other countries’ market because of this reason.
Fortunately as Mobile Action team, we got you covered!
How to Localize Your App
If you have no idea about what your goal is or what the right country is, (although this is not an effective way of getting solid download rates) you may choose to implement localization in popular countries like Spain, England, Germany. If you face with a peculiar stagnancy in download rates, then it’s time to localize your app in detail.
Before you launch your app, you should be really sure that the tool you use isn’t just a basic tool. You might be tempted to apply to translating apps or websites like Google Translate. This is absolutely not the right decision for localization. As we mentioned, localization process requires comprehensive work.
Keyword Localization: Beyond knowing the exact counterparts of words in a foreign language, choosing right keywords has a key role in increasing your download and conversion rates. In this regard, Mobile Action’s Keyword Tools offer you unique facilities. While you’re localizing your app, Mobile Action provides you with a chance to make crystal clear decisions.
- You are able to see all top keywords in each country you selected. Aldo, depending on your app, you can see how you rank for each keyword in detail.
- However, ASO Intelligence is just one of these blessed products. Additionally, I strongly recommend you to take a look our latest blogpost in order to be acquainted with such concepts : “ASO 101: How To Choose Right Keyword Using Mobile Action ASO Intelligence”.
You are just one click away from achieving your localization goals with Mobile Action
By means of ASO Intelligence product, you can switch countries and get the best advice to select best local keywords by in each country. Besides that, Mobile Action provides you with conveniences such as note taking and coloring your keywords.
Take advantage of Mobile Action’s wide keyword pools for every country
Okay,we shall localize. But where?
If you connect your iTunes Connect or Google Play Developer Console account, Mobile Action can give you some hints on your strategy by our tool called “Recommended Actions”. You can also see which countries get you the most downloads and which country to localize your app to. Having this data will give you a great head start before you exhaust your efforts and waste your money on localization when your vision is blurry.
After localization, how do we acquire our first users?
All is well: You successfully localized your app and you want to collect the fruits of your effort. You just localized to South Africa but wait… where are all the users? As Pablo Picasso once said: “Good artists copy, great artists steal”. This time you should go one step further and try to both copy and steal:
- With our Keyword Suggestion feature, look at your app’s direct competitor and try to steal some traffic. Also look carefully: What are their top keywords? Which keywords bring them the most traffic? You can use Keyword Intelligence feature to see which words you should be using on your keyword spot.
- Study demographics info carefully. Mobile Action can give you information about your prospective user base’s education, gender, age, income and whether they have children and so on.
- Mobile Action dashboard has a different keyword pool for every country. Take advantage of this and try different keywords from this pool. Also look at your reviews, they are also categorized by country. You can see how you can use Review Analysis in our previous blog post.
The Best Localized Icon Design: In fact, your app icon design should be global and local at the same time. That’s what marketers call “glocal” in the last decades. It should be fresh, inspiring, but at the same time, all segments of your audience should find something that belongs to them in your icon. In the process, your icon’s design impacts your target audience more than you think. Because of that, if you want to be a global brand in all stores and many countries, you should have an icon which resonates with every customer from all around the world. If you need some inspiration to create your own brand icon you should take a look at; Creational and other resources to help you during the process.
The Key to Get More Users In Another Country’s Store
You can see every localization process as an adventure for each different country market. So don’t limit your thinking on localization steps. Because localization doesn’t soleley include your app’s keywords. Entering a foreign locale may require more than that in order to get more downloads. Localization starts with translating the language of the app and it extends to adapting all the other elements (keywords, description, icons, images, video, keywords, and even the name of the app) to be a tight fit with your target audience. But before you get down to the work of optimization and localization, the most significant aspects of your app to be more aligned with culture and preferences in your target countries, you need to double-check whether it’s worth the venture.
As you can observe below, an app we localized for several countries almost doubled their ranking performance. All of a sudden, we started to get more traffic from almost all over the world, not just a specific country.
It’s not hard to get the results you want with localization
Clarifying The Extent of Localization
Tinder is one of the most popular dating apps in global markets. What does Tinder owe its success?
Well, there is no singular answer but one of the aspects is certainly good localization. You can see that their screenshots for Japan and say, United Kingdom are very different.
Tinder’s screenshots for Japanese App Store
Tinder’s UK screenshots
Tinder Spain screenshots
Tinder localized its screenshots to optimize it’s ASO for different markets. You should consider adjusting your screenshots as well. You can get more info about screenshots in one of our recent blogposts App Store Basics: Screenshot Guide for Apps
There are many ways to make that process even more simple. Apple supplies a list of vendors you can request. We detected some of them.
- Smartling- https://www.smartling.com/
- LocalEyes – http://www.localeyes.com/Home
More on Knowing Your Audience
In order to figure out where should you localize your app, you can learn where your downloads come from all around the world and then elaborately work on there. Do you think it is enough for us? No! There is always more than more for Mobile Action. You can also compare apps’ audience user demographics and cross-app adoption side by side. Before localize your app, by considering regions where your competitor apps’ active, you are able to make better strategy in the light of all of these blessed information.
Detailed Analysis of Customer Profile
In each locale your customer profile may change, so knowing your target audience assists you to come into prominence readily. Eventually, imagine yourself trying to sell fur coats to Africans or slippers to Eskimos.
It’s hard to even imagine, right?
However, if you aren’t acquainted with your target audience, what you try might not be so different than these examples.
Review Analysis Advantage
Let’s check out your review analysis from different regions and see potential localized keyword. It gives you advantage of getting more downloads from repeated words.
Tracking your review keywords may give an idea of how should you choose right keywords and what you are targeting.
Besides that, even you make some mistakes about localization strategy, you can take a quick feedback from your users. So as like elders say:
Mistakes are our teachers!
Do you want to learn more about how to localize your app? Request a demo now!