The case study highlights how a Japanese crypto app achieved higher user retention by effective localization.
Japan's burgeoning mobile revenue market emphasizes the growing significance of localizing apps into Japanese. So, what do you need to take into account when localizing your app for the Japanese market? A successful case study highlights how a Japanese crypto app achieved higher user retention by effective localization.
In Japan, a noticeable trend is the shift toward a cashless society, with digital payment apps gaining significant traction, capturing an impressive 77% of the install share. These apps have also experienced a 7% increase in sessions compared to Q4 2022, showcasing the growing acceptance and adoption of digital payments in the country.
Moreover, the popularity of crypto apps has exploded, leading to substantial growth in both app installs and sessions. The Japanese market's fascination with cryptocurrency-related services is evident, as these apps achieved a remarkable Day 1 retention rate of 28% in Q1 2023. The fintech sector as a whole has experienced a substantial boost, with overall app sessions increasing by 17% in the same period, highlighting the increasing importance of financial technology solutions in Japan.
Regarding fintech apps in Japan, the development status is promising, with a growing number of users embracing digital payment solutions. The country's move toward a cashless society has created opportunities for fintech companies to provide innovative and secure payment options. Convenience, security, and ease of use are the primary social reasons driving the adoption of fintech apps in Japan. Users appreciate the ability to conduct transactions seamlessly, avoiding the need to carry cash and providing a safer payment method.
On the other hand, cryptocurrency apps in Japan have garnered a captive audience due to the explosive popularity of cryptocurrencies. The target users of these apps typically consist of tech-savvy individuals, early adopters, and investors who seek to explore the potential of digital assets. Japanese users' strong appeal for cryptocurrency-related services is driven by a combination of curiosity, investment opportunities, and the belief in the future of blockchain technology. These users are often young professionals and tech enthusiasts who are comfortable with digital transactions and view cryptocurrencies as an alternative asset class.
⚡ Addressing App User Retention: Insights into User Behavior in App Markets
After implementing the ASO solutions and localizing the crypto app for the Japanese market, our client observed significant improvements in user retention and app download conversion rates:
Our client, a mature crypto app, sought to expand its user base in Japan due to the country's growing interest in cryptocurrency and blockchain technology. However, they faced challenges in retaining Japanese users after initial downloads. Users were either uninstalling the app shortly after install or were not engaging with it actively, resulting in low user retention and low conversion rates.
To address the challenges faced by the crypto app, Our client chose a comprehensive App Store Optimization (ASO) strategy with a focus on localization.
⚡ Discover the complete guide to app localization
Here offers invaluable insights into the Japanese app market and the key elements of successful localization.
Japanese is a concise language with unique characteristics, such as the absence of spaces between characters and the use of one or two characters to form words. Due to this, Japanese allows more words to fit in the same character count compared to English.
The language comprises 3 alphabets - hiragana, katakana, and kanji, with high search popularity. This diversity means multiple ways to express the same English word. To optimize metadata localization, it is recommended to include relevant high-volume keywords written informally in the keyword field.
For instance, in a cryptocurrency app, you can use both "仮想通貨" in kanji and "カンディクラッシュ" in katakana, targeting different user preferences and search patterns.
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For optimizing metadata localization of cryptocurrency-related apps in Japanese, it's essential to use spaces between each keyword to aid keyword indexation and minimize the risk of rejection due to keyword stuffing. For instance, a title like "仮想通貨取引アプリ" meaning "cryptocurrency trading app" is more preferred than simply adding keywords together.
To ensure natural-sounding titles, consider adding postpositional particles like "や," "が," and "の," or use one predicate to form a coherent sentence. For example, "仮想通貨トレードアプリ" (cryptocurrency trade app) reads more naturally than "仮想通貨トレード" alone.
Additionally, prioritize relevant formal keywords regardless of their search popularity. Depending on your app's branding and target audience, using everyday words that users are likely to search for can be beneficial. For a user-friendly cryptocurrency app, consider using the Japanese version of "chat" (チャット) instead of "communication" (コミュニケーション) in your metadata.
By adhering to these localization strategies, your cryptocurrency app can better appeal to the Japanese market, improve keyword indexing, and enhance overall user experience.
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While Japanese words do not require spaces, it is essential to separate each keyword with a comma in the keyword field to maximize exposure in the Japanese cryptocurrency app market.
For instance, "cryptocurrency trading" has no space in Japanese as "仮想通貨取引," unlike in English. Nevertheless, it is preferable to input the two words with a comma in the keyword field, like this: "仮想通貨,取引." By using this approach, you can improve keyword indexing and increase your app's visibility among Japanese users interested in cryptocurrency trading.
In the Japanese market, social proof holds remarkable effectiveness. Japanese users are positively influenced by social proofing arguments when making app/game download decisions. Hence, it is crucial to carefully incorporate social proofing into your app's localization strategy, especially when designing screenshots and crafting the initial three lines of the long description.
Additionally, optimizing reviews & ratings of the app can serve as a shortcut to enhance credibility and further attract Japanese users.
The successful localization of the crypto app in Japan and the subsequent improvements in user retention and app downloads conversion rate offer valuable takeaways:
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