Как локализация страницы продукта в приложении iOS может повысить эффективность ASO?

Localizing an iOS App Store product page means more than simply translating text. It involves reshaping your metadata, creatives, and messaging to match the language, expectations, and cultural norms of each market — while remaining aligned with Apple’s technical rules.

This guide breaks down how App Store localization works, why it matters for ASO, and how developers can design high-impact, market-ready pages using data, creativity, and modern ASO workflows.

What Does App Store Product Page Localization Include?

Localization for the App Store is managed through App Store Connect, where developers can set languages, add localized metadata, manage screenshots, upload previews, and monitor performance.

Although the core principles are similar to Google Play, App Store localization has its own technical rules and behavioural nuances. Understanding these differences is essential for maximizing discoverability and conversion.

Key localized elements include:

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

These components form the foundation of how your app is discovered and judged 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. This affects how keywords are indexed and which version of your page users see.

For example:

Practical implications:

• In the US, Apple indexes English (U.S.) + Spanish (Mexico), giving developers extra keyword real estate.

• Setting Simplified Chinese as your primary language can index your app across China, Singapore, and even the US.

• Using English (U.K.) as a primary language unlocks visibility across more than 170 App Store locales.

This multi-index system is a powerful lever for extending organic reach.

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

A truly localized product page goes beyond translation and addresses:

1. Textual Metadata

Rewritten titles, descriptions, subtitles, and promotional text crafted for local search behavior and cultural tone.

2. Visual Assets

Screenshots and preview videos redesigned to reflect:

• local language

• preferred UI styles

• regional colour psychology

• cultural symbols & norms

• genre-specific expectations

On the App Store, screenshots heavily influence conversions — more so than on Google Play — making them a high-priority asset during localization.

3. Experience Alignment

Localization should match the in-app experience. When your UI, onboarding, and store page speak the same language and tone, conversion and review quality rise significantly.

How App Store & Google Play Localization Differ

While many principles are shared, two major factors differentiate the App Store:

User Demographics & Behaviour

iOS and Android audiences behave differently in certain regions. These behavioural patterns shape how users interact with page elements, especially visuals.

UX & Asset Presentation

The App Store’s layout places more emphasis on screenshots and less on long descriptions. This changes how localization should be prioritized.

For best results, your iOS localization strategy should be independent — not copied from Google Play.

Why Localization Matters: Key ASO Benefits

Investing in a localized product page can deliver strong, measurable improvements:

• Higher discoverability through localized keywords and metadata

• More taps (TTR) as users recognise content in their native language

• Stronger conversion rates (CVR) driven by relevant messaging and visual clarity

• Increased chances of being featured in local App Store collections

• Better ratings & reviews from users who feel understood

• Lower acquisition costs due to improved organic performance

• Faster market expansion thanks to early trust and cultural relevance

For ASO practitioners, localization is one of the most reliable levers for compounding organic growth.

💡 What are the benefits of localization? Discover how a US FinTech app successfully entered the UK market and achieved a +185% boost in App Store visibility through ASOWorld’s data-driven keyword research and localization strategy.

What Best Practices Should You Follow When Localizing iOS Apps?

To build a high-impact localization strategy, follow these principles:

Start with Market & Competitive Research

Identify how competitors position themselves, what design patterns are common, and which features resonate in local markets.

(A screenshot of ASOWorld’s Competitor Keywords feature. It displays the full keyword portfolios of competing apps across regions, enabling ASO specialists to analyse ranking overlaps, identify missed opportunities, and compare keyword targeting strategies in real time.)

Build a Store-Specific Strategy for iOS

Because user behaviour differs from Google Play, treat iOS as its own ecosystem and adapt creative choices accordingly.

👉 App Ranking Factors in 2025: What to Expect from the iOS App Store Algorithm Updates

Conduct Deep Keyword Research

Each locale has unique search trends. Leverage the keyword field per language to maximize indexation.

👉 Free trial of ASO keyword ranking tools

Localize Screenshots First

Visuals drive first impressions on iOS. Prioritize image-heavy assets and adapt messaging density and layout for cultural preferences.

Account for Seasonality & Local Events

Regional holidays such as Golden Week in Japan or Lunar New Year in China significantly shift user behaviour and should influence metadata updates.

Analyse Local Reviews

User feedback reveals natural language patterns and identifies misunderstandings in your positioning.

Use Multi-Language Indexing

Take advantage of Apple’s extended indexing rules to unlock additional keyword space.

Apply the Minimum Viable Localization (MVL) Method

Start simple, then progressively deepen cultural relevance based on performance insights.

Localization is iterative — and the best results come from ongoing experimentation.

Strengthening Localization Workflows with ASOWorld

ASOWorld provides ASO specialists and developers with a unified platform to streamline localization with precision and automation. Key capabilities include:

• Auto-Suggestion Keyword Engine – Generates localized keyword ideas based on real search behaviour.

• Competitive Localization Insights – Identify how top competitors position themselves across regions.

• Metadata Editing for Multiple Locales – Update large sets of metadata at scale.

• Creative Intelligence Tools – Explore global variations of screenshots and creatives to inspire localized design decisions.

• Market Trend Dashboards – Understand category-level shifts to shape your localization priorities.

With ASOWorld, teams can confidently scale their global ASO operations while maintaining quality and consistency across dozens of languages.

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Final Thoughts

A localized product page is one of the most powerful drivers of App Store growth — but only when executed with market-specific research, cultural understanding, and continuous optimization.

By combining strategic localization with ASOWorld’s automation and competitive insights, developers can:

• expand into new markets
• boost visibility
• improve conversion rates
• and significantly reduce user acquisition costs

Localization isn’t a one-off task — it’s an evolving process that builds long-term competitive advantage.