How Can iOS App Product Page Localisation Enhance Your ASO Performance?

Localising an iOS App Store product page involves more than just translating text. It requires adapting your metadata, creatives, and messaging to align with the language, expectations, and cultural norms of each market, while adhering to Apple’s technical guidelines.

This guide explains how App Store localisation works, why it is crucial for ASO, and how developers can create market-ready pages using data, creativity, and modern ASO practices.

What Does App Store Product Page Localisation Include?

Localisation in the App Store is managed via App Store Connect, where developers can set languages, add translated metadata, manage screenshots, upload previews, and monitor performance.

Although similar principles apply to Google Play, the App Store has unique technical requirements and behavioural nuances. Understanding these is essential for maximising discoverability and conversions.

Key elements to localise include:

• App Name & Subtitle – Adapted per locale to match search habits and character limits.
• Description & Promotional Text – Written in the local language, tone, and style.
• Keyword Field – Unique to iOS; each locale has its own indexing field.
• Screenshots & App Previews – Fully localisable to reflect cultural norms and design expectations.
• App Icon – Global; cannot be localised.

These elements form the foundation of how your app is discovered and perceived by users across regions.

How Do App Store Locales, Languages, and Indexing Logic Work Together?

Each App Store locale has a default language and may support additional ones, affecting keyword indexing and the page version shown to users.

For example:

Practical implications:

• In the US, Apple indexes English (US) + Spanish (Mexico), providing additional keyword space.
• Setting Simplified Chinese as your primary language can index your app across China, Singapore, and the US.
• Using English (UK) as the primary language increases visibility across over 170 App Store locales.

This multi-index system is a powerful lever to expand organic reach.

What Is Included in a Fully Localised App Store Product Page?

A fully localised product page goes beyond translation and covers:

1. Textual Metadata

Titles, descriptions, subtitles, and promotional text rewritten for local search behaviour and cultural tone.

2. Visual Assets

Screenshots and preview videos redesigned to reflect:

• local language
• preferred UI styles
• regional colour psychology
• cultural symbols and norms
• genre-specific expectations

On the App Store, screenshots heavily influence conversions, making them a priority during localisation.

3. Experience Alignment

Localisation should match the in-app experience. Consistent language and tone across UI, onboarding, and store pages improve conversions and review quality.

How App Store & Google Play Localisation Differ

While many principles are similar, two factors distinguish the App Store:

User Demographics & Behaviour

iOS and Android audiences behave differently in certain regions, shaping how users interact with page elements, particularly visuals.

UX & Asset Presentation

The App Store layout emphasises screenshots over long descriptions, requiring a different localisation focus than Google Play.

For best results, treat iOS localisation as a separate strategy.

Why Localisation Matters: Key ASO Benefits

Localised product pages deliver measurable improvements:

• Higher discoverability through localised keywords and metadata
• Increased taps (TTR) as users see content in their native language
• Stronger conversion rates (CVR) driven by relevant messaging and visuals
• Greater chance of being featured in local App Store collections
• Better ratings and reviews from users who feel understood
• Lower acquisition costs due to improved organic performance
• Faster market expansion through early trust and cultural relevance

Localisation is one of the most reliable levers for compounding organic ASO growth.

💡 Discover how a US FinTech app entered the UK market and achieved a +185% increase in App Store visibility through ASOWorld’s data-driven localisation strategy.

Best Practices for Localising iOS Apps

To implement an effective localisation strategy, follow these guidelines:

Start with Market & Competitive Research

Analyse competitor positioning, common design patterns, and features that resonate in local markets.

(Screenshot from ASOWorld’s Competitor Keywords tool, showing keyword portfolios of competitors across regions to help ASO specialists analyse ranking overlaps and opportunities.)

Build a Store-Specific iOS Strategy

Treat iOS as a distinct ecosystem, adapting creative choices to its unique user behaviour.

👉 iOS App Store Algorithm Updates 2025

Conduct Deep Keyword Research

Each locale has unique search trends. Utilise the keyword field per language to maximise indexation.

👉 Try ASO Keyword Ranking Tools for Free

Localise Screenshots First

Visuals create first impressions. Prioritise images and adapt messaging layout for local preferences.

Account for Seasonality & Local Events

Holidays like Golden Week in Japan or Lunar New Year in China shift user behaviour and should influence metadata updates.

Analyse Local Reviews

User feedback highlights natural language patterns and potential misunderstandings in your positioning.

Use Multi-Language Indexing

Leverage Apple’s extended indexing to unlock additional keyword space.

Apply Minimum Viable Localisation (MVL)

Start simple, then enhance cultural relevance based on performance data. Localisation is iterative, with best results from ongoing experimentation.

Enhancing Localisation Workflows with ASOWorld

ASOWorld provides a unified platform for ASO specialists and developers to streamline localisation with precision. Features include:

• Auto-Suggestion Keyword Engine – Generates localised keyword ideas based on real search behaviour.
• Competitive Localisation Insights – Monitor top competitors’ positioning across regions.
• Metadata Editing for Multiple Locales – Update metadata at scale.
• Creative Intelligence Tools – Explore global screenshot and creative variations for localisation inspiration.
• Market Trend Dashboards – Track category-level shifts to inform localisation priorities.

ASOWorld enables teams to scale global ASO operations while maintaining quality and consistency across multiple languages.

Final Thoughts

A localised product page is a powerful driver of App Store growth when backed by market research, cultural insight, and continuous optimisation.

Combining strategic localisation with ASOWorld’s automation and competitive insights allows developers to:

• Expand into new markets
• Increase visibility
• Improve conversion rates
• Reduce user acquisition costs

Localisation is an evolving process that builds long-term competitive advantage.