Trying to build your global brand but not sure how to reach audiences both quickly and effectively? The answer may be app localization. There is evidence suggesting the key to reaching more consumers is through localized apps, versus the un-localized ones. If your business is looking to get more app downloads and drive conversions in both new and emerging territories, localization is an expansion tool you can’t ignore.
Why is app localization so important? A few reasons:
Increasing Discovery Opportunities
By far, the best reason to translate apps is to promote brand familiarity in new territories and establishing and growing your international user base. Localized apps see significant bumps in both download volume and purchases.
A study from Distimo, for instance, found that translation increased individual app download activity over 700 percent within target markets in a single month. Perhaps more significant, revenue from individual apps went up more than 20 percent during the same period. One of the biggest reasons for this boost is keyword search.
Users can search for any app in any language by title, but keyword searches are localized and display results that are relevant to each specific region. By translating the app name and description and including region-specific keywords (that have been optimized for each market), businesses can make sure their audience is finding the app. If enough consumers download it, the app rises in the rankings of the top downloaded apps in its category, thus enabling more discovery.
Targeting Markets with the Most Potential
Though you may have big plans for your international rollout, it is important to be strategic in the early days of global expansion. Hence, prioritize the markets with the most growth potential for your app. Though there are plenty of metrics that can be used to discern which markets are best to expand to, consider this statistic: only 14 countries account for more than 61 percent of global mobile subscriptions. Topping the list is China, followed by India, and the United States. Indonesia and Brazil round out the top five, with Russia, Japan, Vietnam, Pakistan, and Nigeria completing the top 10. Though mobile subscription rates aren’t the only metric to consider, it is still vital that you consider this as well as other “big picture” statistics.
Localization vs. Translation
Localizing your app is more than just basic translation. It requires that you use the right formats for date and time, measurement units, the right currency, use the payment gateways your target audience is most used to, and many more customizations. Because this process is much more involved, localization requires the work of expert translators who are familiar with your target market, use translation software to translate website and app copy faster and more accurately, and deliver your brand’s message in a way that makes local consumers feel at ease.
App localization certainly has a lot of components and does take time to prepare for and roll out. Nonetheless, many businesses find that localizing apps leads to faster conversions than general marketing campaigns, and can ultimately end up costing a lot less—offering a return on investment in weeks or months, rather than years.
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