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Mobile App Localization: Strategy to Boost Mobile Business

Mobile, the magical wand, changed the lives of many around the world since its invention. It is estimated that there are 4.8 billion mobile users in the world and will continue to rise by 5.7 billion. Think about it at a global level, mobile is a global tool, and not all users are English speaking. More than half of users are located in Asia and Pacific regions.

Mobile users are growing each year. As a result, many companies are in pursuit of reaching the target audience by implementing the localization strategy for mobile apps. The competition is increasing and it is becoming difficult to attract the new audience.

What is Mobile App Localization?

The Process of customizing mobile apps to work in other languages other than the default language is called mobile app localization. It includes different spoken variations and dialects of the same language, which are referred to as locales. Mobile App Localization helps you customize your app based on different demographics, attracting new audiences, and opening new doors for your business.

Mobile app localization is the effective way to attract users, by providing them with a personalized user-experience. App Localization services is the major strategy to bring new users regularly once you recognize your market niche and products.

“Without localization, a mobile app will die. Certain elements play a magnified role in mobile app localization”

Mobile app localization can be tricky, take time, and cost significantly but it's worth the effort if you do it the right way.

How Mobile App Localization Can Boost Your Applications Downloads?

Don't brag about the product; let the mobile app do the talking. App store localization is the best source for companies to boost their sales and with luck, odds will work in your favor. Customers are changing their buying tactics, and want to do it within the comfort of their homes. This is one of the many good reasons why mobile applications quickly became a global hit among users and sellers.

Every company in the mobile app industry dreams of big sales and ROI with a wide target audience. But how are you going to do it? Being a service provider you find yourself in the situation when localization is a means to get to the desired goal.

A mobile app can become a global success if you make it available globally!

There are times when a user is unable to access an app due to region limitations i.e. app is available only in one or two specific regions. If a potential customer is turned down because of regional limits, how can you become a global name? If you want to reach a wider audience and get application downloads from different geographical regions, app localization is the key!

The process is about translating app content into a local language. Take a look around, Pokémon Go, Candy Crush Saga, Clash of Clans, Twitter, Weather Channel, etc. all have one thing in common, they tasted the benefits of localization.

According to a study, if an app is localized it results in surplus downloads of 128% in a short time. Every brand experience is unique, they may offer similar products but each will come with a unique possible solution. Various translation providers have proven to be an asset in this case. For instance, if you plan to develop an app for the Chinese market, Chinese translation services are a convenient option.

Choose a market before you localize your app

App Store and Google Play have localized according to the region i.e. more than 150 different countries have access to the app store. However, localization depends on the type of market. You need to decide beforehand which market you want to immerse your app into. For this purpose;

  • Survey countries with the highest number of app downloads.
  • Decide whether you want to create a free app or an app with in-app purchases
  • Peter Conrad
  • Analyze the conversion rate benchmark for your app in the target market
  • Use the data about the demographics (with a running app) it will help in localization
  • Keep your competitor’s move in check.

How To Localize the Mobile App?

Usually, the user interface is translated and customized according to the regional differences but full app localization is time taking and can take months to change the interface even. If you want to convert the English interface into an Arabic interface, it will take much time because of the language technicalities as Arabic starts from the right-hand side while English is written with a left-hand side.

The best strategy is to avoid full app localization. It will not only be cost-effective but also require minimum trial in the market too. You can focus on the major elements like

  • App title
  • Subtitle
  • Keywords
  • Screen shot
  • Annotations and CTAs with descriptions etc.

This will help the user to understand the desired information and is a perfect trick in the book of localization. In the current situation, WWF is a great example; they made the effort to not only translate their content but also focused the content translation region wise on the app, website, and social media forums. This proved to be a compelling experience for the native user who was looking to learn about COVID-19.

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Focus on the app store visibility and expand the target audience

The U.S is the first choice for an app business. It's fair enough since it has the largest app market in the world but when you do enter the U.S app market you will realize more than 72% app users are non-English speakers. Likewise, Brazil and Russia show high potential for apps, only a small part of the population speaks English, so it's time to seize the opportunity and localize the app.

  • Add localized metadata to ensure the app is visible in search suggestions. It works for home mart and foreign markets as well.
  • Localize the keywords, this will increase the visibility on search engines and increase the rank on several app stores.

Adapt the information to increase downloads

English is lingua franca but still not the first language of majority app users. However, it is still a common language used in digital communication.

In China, the audience breathes through their smartphones, their lives depend on it.
In the Chinese market, you can use and earn profit from the English app but as long as the right parts are translated into Chinese. Chinese translation service providers understand the use of connotations and colors and localize the app accordingly. Native Chinese users will go for an app that requires the least effort to understand and download rate will automatically boost.

  • Design the app that is most informative for the app store.
  • App page, video and product descriptions in mother tongue will give the conversion boost.
  • Translate the keyword for every page; this increases the chance for higher ranking on the search engine.
  • Localized high-quality screenshots have a desired effect on the user.

Learn the difference between internationalization and localization

What is the most common mistake made by new mobile app startups?
They translate the interface from their native language to English – a wrong strategy to begin with. If you want your mobile app to be the first choice as a native go-to app for a foreign user then internationalize it instead of localizing.

The text, image, font size, social network, and other features of the app must be internationalized, i.e. use country and region-specific stuff only. Internationalization refers to designing the app in a way that it can easily be localized for different regions without any kind of engineering changes.

  • Screenshots must be internationalized
  • Change the fonts, size, and graphics (region-specific)
  • For an in-app purchase localize the cost from region to region as the international cost may not work for all users.

To evaluate localization, promotional text can let you learn a lot about your audience in advance. Since it's written below the screenshot, it's a perfect place to write a catchy localized call-to-action. Work with the translators that suit best with your mobile app niche.

Major Elements for Mobile App Localization

Internalization

To make your app independent, you need to set a language at the initial stage. Language independence is the first step towards content localization. With a successful internalization, it is easier to estimate the allocation and use of resources needed to localize the app.

Internalization is about separating all users facing content and storing it in separate files. Texts and graphics etc., all content is translated. At this point, developers separate the functions and use different locales to display them accordingly.

You do not have to redo the process which makes it quite cost-effective also.

Content Localization

Content localization is about a multitude of languages. Content is adapted properly and requires in-context translation of every text, graphics, colors, shapes, and numeric formats even. All of these elements bring together the process of localization to the next step.

Automatic translation is not so helpful in this regard, as it lacks the cultural and contextual understanding, so to meet the purpose of localization human translators are the best option to go for.

Once the content is translated, it proceeds to the next step – Proofreading.

This part is often underestimated by the companies when in a hurry but don’t overlook it. To resume the high-quality experience for users, a localized app should be user friendly and everything must make sense.

The app must look natural.

Small errors in punctuation or grammar can put off the user otherwise. It not only affects the app functioning but also takes a toll on ratings and reviews.

What is your best chance of getting an accurate translation? Indulge with the translation provider service and to avoid complaints make sure every content is proofread before finalizing the details.

Native speakers are the best at proofreading localized content. Besides that there are a few things you need to keep in mind;

Implementation

Accessibility of apps in the Google Play or App store means users can find the app, download it, and use it. To facilitate the app mechanism you need to ensure:

A perfectly localized app provides you with a competitive edge and offers numerous benefits including:

1. Increase in App Downloads

An extended customer base is the foremost advantage you get. Customers are your valuable asset and to retain them over the long run means you need to dissolve any cultural barrier with mobile app localization.

Potential users are always within reach but sometimes they are not targeted the right way. To have a steady growth in the target market, a good localization focuses on all the relevant aspects of the country, content, and services. In case of limited resources, you can start with localizing even with app name, description, or a video, keep things simple and to the point. This way you can test the reaction and demand before going full throttle with the money.

With a seamlessly localized app, you have better chances of making your mark in foreign markets. And if everything goes right, you will experience a rapid increase in app downloads from different geographical regions.

2. Easy Access to New Markets

A strong ASO strategy opens the door for a new market. This ensures you enter the market with the latest app and updates which are bound to target native audiences at a quicker pace. You can list the product page in localized settings which will boost the number of downloads automatically.

Mobile app localization makes it all possible. Sometimes you do not even have to translate all content either, just focus on the major parts to do the trick. You can make the app available for the market across multiple countries about the right value.

3. Enhanced User-Experience

To target prospective users, you need to focus on their language first. If they are already satisfied with the current app they are using what will make them shift towards a new one?

Localization is the communication strategy in a native language. It enhances the user's experience and you will notice a higher engagement level among the users. True, English is a major language but not all speakers understand it nor is it the first language of the majority of users. If you provide a localized app that engages the users in their language, they will be more satisfied then using a non-localized app.

4. Diversification

Without localization you target one or two at most specific markets, with localization you extend your market approach, diversify the target audience, and branch out. A happy customer is likely to spread good word of mouth and the app can go viral (trending) on the app store.

This brings a competitive advantage for clients and as well as to the business. You can attract larger markets and get a bigger market share even.

Final thoughts about localization

Mobile app localization is the most effective practice to go global with your app. This will open doors to new opportunities, markets, and audiences. Before implementing localization, get to know your audience, make sure you reach the potential of a local store (the dominant ones) in the specific region to enhance app accessibility.

And of course, read, translate and proofread content to avoid any major challenges. Localization is a tough nut to crack with the right tools. For effective results, hiring professional mobile app localization services is the best possible solution.

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