App store contains hundreds of localized versions and is fully described as a global marketplace. Currently, the app store and Google Play store, the two largest app stores in the world, are available in over 130 countries and territories. While we often forget one key fact about app marketing: today, to excel in the app business, it is important not just to be successful in one market, but to remain a global leader from the start. So in such an environment, how should we expand the local market to the world?
Why do we need localization in promotion?
App localization is the process of adapting your app and its app store listing to appeal to different geographic target markets. It is absolutely necessary if you want to globalize your mobile app or game. We will discuss exactly why app localization is related to growth and how to localize not only your app, but also its app store listing. App localization has everything to do with app growth. It not only makes your app available, but also more attractive to people in different countries or regions to expand your reach.
Full localization will greatly help you optimize your App Store and Google Play rankings. People will search in their native language, If you don't have keywords in their native language in your App Store listings, your app will not rank and will not be found. In addition, people are more likely to download apps that are displayed in their native language. Not localizing your app store listing can have a negative impact on your global expansion.
App localization goes beyond translation
We have discussed how localization goes beyond translation. In order for it to be successful, it must be done in a cultural context. As an app developer, marketer or publisher, you need to consider not only the textual elements of your app and store listings, but also the visual elements. For images, different countries/regions have different preferences. In the worst case scenario, you may use colors or graphics that offend people without knowing it. Therefore, it is crucial to conduct research before entering a new geographic market.
Fully localize your app store listing. Your app name or title, subtitles for iOS apps, short descriptions and detailed descriptions for Android apps must be fully translated and include good keywords in the appropriate language. Don't forget about cultural differences in languages and colloquialisms. Remember to also localize the text in the app screenshots and previews or promotional videos.
Localization enables you to have more keywords
We all know that the App Store has a 100 character limit for keyword domains, but by setting up localized languages, you can easily expand the number of characters to 200 or more, which equates to nearly double the keyword coverage you have over your competitors, which also means increased traffic from the best quality search users, and the most attractive part is that it's all free!
Many regional versions of the app store are available in multiple indexed languages. For example, the Japanese iOS app store uses English and Japanese as the indexing languages, which means that you can actually fill in 100 characters in the keyword field for each language, making a total of 200 characters for both languages. This is true for most app stores: with multiple languages, the number of characters you can end up with as keywords will add up to more than 100. Take advantage of this opportunity to double your keyword count. apple's app store provides a list from which you can view the indexed languages used by each local store.
Localization helps your app get recommended by App Store
As mentioned above, there are 155 app stores in the world in addition to the app store and Google Play. Each local app store team is constantly looking for the best apps used by local users, so they are more likely to choose apps in their own language.
If your app is already localized, this gives you a huge advantage. In fact, many non-English speaking app stores will even have a special section dedicated to the best apps in their language.
Steven Zhao, CEO and founder of Blue Tea Games, localized the card strategy game Mavenfall and released it worldwide. Mavenfall was then quickly recommended in the "Best New Games" section of Apple's app store in 120 countries.
"Localization is an important step for any game to cross borders and gain global users. Steven Zhao commented on his success, "which explains why Apple recommended us."
Localization gives you higher conversion rates
A survey by Common Sense Advisory shows that 72.4% of global consumers prefer to shop online in their home language. Localized products have a strong appeal to local smartphone users. It shows that you value them - but only if you localize perfectly, of course - and translations increase the chances of an app being downloaded. In markets where most users are not fluent in English, localization is even more important.
The numbers don't lie, so let's take a look. Studies show that within the 1st week of adding a native language, localized apps saw an average 128% increase in downloads, and their revenue realized a significant increase of up to 26%. Even if an iOS app only localizes keywords, it can increase downloads by 767% compared to apps that do not localize keywords.
Next station: From local to the world
Mobile apps have long been at the center of consumer behavior around the world, and the U.S. app economy outpaces most other markets in terms of consumer spending, number of apps used, and total time spent on apps. However, given the fragmentation of the US app market, with consumers having hundreds of third-party app stores, it can be a big challenge to discover and download your app. Leveraging ASO can ensure that your app is favored over the competition. Whether you're new to app store optimization or eager to fine-tune your ASO strategy, these tips will help you maximize your app store success.
Reasons why ASO strategies need to be laid out globally
In addition to driving app downloads, ASO can help you increase brand awareness, increase user engagement, reduce acquisition costs and collect customer reviews. Many brands enter the market with the wrong mindset that really means localization. You may think that using Google translations, random keywords or using shortcuts without adapting the correct icons or screen-shots will work, but incorrect translations can ruin the effectiveness of your marketing and can easily lead to increased costs for your business in the long run. Using an effective ASO strategy can mean the difference in winning over local consumers. It helps build brand credibility and consumer trust, which is absolutely essential if you want to gain local exposure.
How to promote your app from local to global?
Localization should be based on the same principles as flexible product development: start small and start lean. Follow a strategy called Minimal Viable Localization.
The idea behind localization is simple: start by localizing a small amount of content, just enough for local users to discover and understand your application. If this localization yields results, then you can expand it and localize the entire application. The flexibility of localization makes it ideal for each experimentation cycle, as it allows you to test the market potential of a specific region. If your product has many general features, such as being a business office application, a utility application or a mobile game, then localization is an effective strategy. Once the strategy is launched, you can use A/B testing tools to optimize its impact. If you want to learn how to fully localize your application.
Translation: It's not just about language, it's more about culture
When localizing your app for local users, it's important to understand the market segments you want to reach, such as translating everything from titles, descriptions, text in images, error messages and feedback requests. Missing any content may result in the risk of your app being deleted or skipped altogether. Your app name should also be localized and should be considered flexibly.
Translate the essence of what the app represents while taking into account local cultural values. There are many dialects and regional terms that need to be considered when localizing applications. In most cases, it is best to work with a skilled translator, native speaker, or an agency in app marketing to make the app more accessible and useful to the local audience.
Research relevant keywords
Keywords play a crucial role in AppStore optimization, and installing the right keywords in your app store profile will definitely improve rankings and app download rates. Pay attention to who your users are and the keywords they use most often when searching for apps in your industry. You should plan to include all search terms related to your mobile app and keep up with the competition to see what's already working.
There are many ASO tools that can be used, such as Keyword Explorer and Auto Suggestions. It is also important to note how data and Chinese character representations are completely different, that when adding keywords, pictograms should not have indents or spaces between words, and that any ambiguity in the combination of pictograms should be avoided to maximize coverage. It is always best to use relevant keywords as titles.