Localization in ASO – How important is it for your app ?
Localization in the context of ASO is a process of tweaking your app to fit the language, culture and other specific factors of a country or region that this app will be actively used in.
Localization for App Store Optimization is the process done to your apps’ metadata, creatives and ranking factors. In this article, I’ll explain why localization is a must for any app that’s active in more than one country and how to do proper localization based on experience and tested benefits.
Localization is a great way to boost your downloads in other storefronts that you launched your app. There are several reasons why localization is extremely important.
First of all, did you know that Google and Apple in its stores favor apps that are localized to provide better user experience. It’s the reason enough to do localization for your apps. But, let’s keep looking on other advantages of app localization.
Even though English is one of the most widely spoken languages, not every person can speak English. Having your app localized in a non-English language will give you huge advantage in those countries. People who don’t speak English would prefer apps that they can understand. Even people who do speak English will prefer native language. App localization can be vital for your conversion rates, overall user engagement, and KPIs.
Localization will prove to be a huge advantage even in English speaking countries. For example, the terms people use in Australia, UK or US might differ drastically because of wording. That’s why localizing your app in those countries can be highly effective as well.
Localizing your app isn’t only about translating metadata. It also includes changing the creatives to match the culture of targeted country and changing the currency and measurement units as well.
All of these factors will allow you to outshine your competitors and grow your app business to become global.
How is Localization Done?
Localization requires an app to have already been internationalized. What’s the difference between internationalization and localization ?
Internationalization is basically adapting an app to be able to be used in different languages. Changing the language of your app is localization. We strongly advise our clients to internationalize their apps during the development phase to make localization simple and painless process.
If you haven’t internationalized it during the development, you still can internationalize do it, however it will be a little more difficult.
You might think that localization is translating every text on your app. It’s much more than that. Localization requires you to know the culture, trends and language of the country that you targeting.
Getting everything translated it’s not the best idea. Hiring a native speaker and a proofreader is best way allow your localization efforts to bring the value you expect them to return you.
Optimizing your creatives in accordance with the local cultural trends is also a must-have to your localization strategy.
Localizing your app
After brief explanation of localization, now let’s dive into the details and for each individual app store. Localization practices differ between the two app stores. Both Google Play Store and Apple App Store have their difference points that you should pay attention to.
Localization for the App Store
The Apple App Store supports up to 37 different localizations (from December 2018, previously 28), nearly a one third of Google Play’s 77 localizations.
Knowing for which languages you can rank for in each localization is quite important as you will maximize the number of keywords you can rank for.
When doing Localization, it’s important that you should localize your entire product page. Half localized app page is the worst what you can do your app. That’s why all content need to be translated. You should also do your best to make sure your localized app pages are interesting for the locals.
Localization is particularly important for the Apple App Store as it gives you the chance to rank for different localization in a single country. Let’s say you have localized your app for Italian , you will be indexed for Italian keywords while also retaining your chance to rank for English (US) keywords as well. This alone is a great opportunity for you and a primary reason to localize your app in the App Store.
Localization for the Google Play Store
The available localizations are bit more numerous in Google Play as you can choose which language to localize from 77 different localizations.
There’s quite a number of localizations to choose in the Google Play Store. Localizing for all of those 77 localizations might be a difficult. Identifying the best markets for you business is crucial.
Important thing you need to remember about Google Play Store is fact that Google provide auto translation feature. If you don’t localize your app page user can choose optional translation. That might be very harmful for your conversion rates. If your page is localized this poses no threat to you.
If you haven’t localized your product page this has the potential to be a huge issue for your application. Google is trying to fix this and constantly improving their algorithm. Auto translations are still not the most reliable thing, though.
Even if you are not going to localize your app checking auto translations can only help. But keep in mind that short description of your app is translated in any case.
Additional Tips for Localization
Localizing Your Creatives
Localizing your metadata can be compared to advanced form of translation, localizing your graphics & creatives is entirely different thing.
Before localizing your creatives such as your screenshots and preview videos, conducting detailed audience research is a must. Visuals have to fit the taste of the locals. It require you to have a deep understanding of the culture of that country.
Doing localization by yourself can be tough work. We work closely with many experts all around the world, so localizing with AppDNA is a piece of cake.
Another great way to get value out of Localization is adapting your app to the seasonal events in your target markets. There are so many ways you can use seasonality to boost your traffic, retention, conversion, an other KPIs.
As an example – Halloween or Christmas. Remember that there are various different cultures and events across the globe. Last thing you need to know is that seasonality isn’t only about holidays.
If your app has a way to benefit from such occasions, following the events in targeted countries it can be great business opportunities for you and your app.
There’s no limitation on how you can benefit from localization. It’s a process that requires a lot of effort and time, it can and most certainly will be worth it. You will have the chance to become the leader in those markets.
Summing up localization has so many perks that overshadow the complicated and time-consuming nature of it.