When planning an international rollout for your business, one area that is often overlooked is app translation. However, this component is just as crucial for new market penetration as website translation and local advertising efforts, especially as online shoppers overwhelmingly use apps to research brands and make purchases, according to a study reported on by Internet Retailer. Though app stores are global and consumers can find apps in any language, businesses that translate apps see three key benefits due to the power of app localization, which can help drive serious growth in markets where your business is trying to establish itself.
Showing Up in Local Rankings
Though app stores let browsers find and download apps in any language, they only rank top apps in localized markets. For instance, an app that has nutrition information for a large chain of diet food available globally may be available to download all over the world, but the app will only rank in countries where it has been localized for each market. Even if the name is the same in several languages, if the app has not been translated or localized, it will not rank in that market and consumers will only be able to find it if they search for it specifically by name. Businesses that translate apps can ensure consumers who are perusing “popular” and “best-of” lists on app stores can easily find their apps.
According to PocketGamer.biz, 27,261 apps were submitted to the iTunes App Store in February 2015 alone, as compared to the 24,262 that were submitted February 2014. This contributes to the more than 1.2 million active apps that are available in the app store today.
Even if your app doesn’t automatically show up in the top app lists in local markets, another way a translated app will help boost your overall app store ranking is through easier browsing. Localized apps will then show up in category search results, increasing the chance a user simply browsing a certain topic will find your app. This is especially important, since browsing through categories is the number one way apps are discovered, according to TechCrunch.
For instance, using the diet food app example above, if a user is browsing the “Weight Loss” category under the “Health and Fitness” heading, he or she may see your app while checking out similar apps. Ensuring your app is translated, localized, and shows up in category results for the market you’re trying to reach is a huge step in boosting your app’s popularity. This can lead to more spontaneous downloads, which is an organic way to improve market penetration and increase your consumer base in new markets.
Another way translating your app can boost your app store rankings is through keyword-based searches. Though consumers can find and download apps that are not in their native language with direct searches, a translated app with correctly spelled keywords in the title or app description will make searches much easier for consumers and help connect potential customers with your brand. Localization is especially important here, since keywords for certain concepts can vary widely depending on location.
For instance, using the diet food example, a consumer in the United Kingdom may look for an app that has information on “diet biscuits,” while someone in America might search for “diet cookies.” Both searchers are looking for the same thing, but the keyword is different. Having localized apps makes certain that users can search for familiar terms and find your app as easily as possible.
Ensuring your app can be localized for every market you’re trying to reach is a vital step that will build buzz, grow your presence in international markets, drive conversions, and lay the foundation for a successful global launch. Learn more about how a translation software platform can help your business get started with app translation and launch you toward global success.
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