Introduction to Localization
Localizing your app can create a high impact on app growth. If you want to present your app globally, you should research different strategies according to the culture. Nowadays, app owners do not use localization as part of their ASO strategy as much as we think. In fact, approximately %50 of the apps have localized their subtitles which is really low.
We are all aware that English is the most common language in the world and besides natives, it is the global language that most people can speak and write. However, people who are even highly proficient in English intend to use their native language if they do not have to. So a localized app store presence supports developers in breaking down cultural and linguistic barriers, succeeding in new regions, increasing conversion, and increasing their chances of getting listed on the store. They can get help from even local editorial teams and be closer to that culture better way.
Google play is providing translation for your short description and also they have a ‘’translation’’ button for long descriptions for foreign users who want to view the app in their native language. Also, it can index your many keywords to different languages even if you don’t have to do it manually.
Instead of Google Play, the App store doesn’t have a translation button. If you want to provide more than one language on your app in App Store, you should enter the short and long descriptions by manual with which language you want to be.
How to prioritize language strategy?
When it comes to localizing your app, there are a lot of options. Of course, this is contingent on your overall internationalization plan, which should consider a variety of criteria including total addressable market size, monetization potential, app genre, and internal resources.
Besides that, you should also pay attention to the popularity of your app in which country. You should follow your analysis about which audience interested in your app or which markets make your downloads higher or who is your active customers. Following your competitors and the markets where their applications are available can help you identify potential markets for your own app. You might take it a step further by considering revenue per market and market growth rate using external data.
How to Make Localization Properly?
There are 4 stages of this subject; Minimum Viable Localization, Keyword Research & Localization of Metadata, and Culturalization. We are going to explain all of these stages step by step.
Minimum Viable Localization
This is the first stage and also here is the minimum you can do about conversion. It entails translating your app's metadata, description, and keywords into the primary language of your target market, and can indicate whether you should divest or invest in additional localization for that market.
For the App store, if you're not pleased with the results of automated translations, limit auto-translations to the App Store keyword box, which is hidden from users. An auto-translated keyword field will not affect conversions, but it will help your app rank for relevant keywords in the major language of the target market.
On the other hand, you shouldn’t count on Google Play's automated translations. Users can select to view an auto-generated translation of your app page by default, and Google indexes apps for translations of their main terms automatically.
The best way is the professional translation of the short and long description of your app instead of automatic. If you want this strategy to affect your conversion in a positive way at least the title and short description should be manually translated.
Keyword Research & Localization of Metadata
If you want to boost your app, you should build your keywords in foreign languages according to the localization strategy. You can start with the most relevant words with your app and you can use translation tools while you are doing that.
Also examine your competitors' information (particularly titles, subtitles, and short descriptions) to gain a sense of the most relevant keywords for the local market.
After specifying your most relevant keywords, you can try to long-tail keywords and translate them.
Working on your app's creatives and in-app content is part of localization, as is keyword optimization. This is known as "culturalization," and it entails creating distinct app store pages for different markets based on their particular ideas, perspectives, and values. This step necessitates extensive research about the local audience, such as their app design preferences and expectations, as well as how they engage with various apps.
By doing that you should be aware of the below features;
- Watch out for the linguistic nuance of the language, do not translate directly!
- Pay attention to measurements, currencies, etc. due to they can be easily changed from country to country.
- You can change your text font language to language as some of them can be looked better than other alphabets.
- You can use local models so the app doesn’t look like a stranger to them.
- Always be aware of local trends, holidays, and seasons.
- Some colors, numbers, and phrases are special to different cultures, use them!
- Remember that, if the app does not support their local language all of this work can be disappointing to them.