Do you need help increasing your app downloads? Look no further than localization! With so many apps available, getting one step ahead of your competitors and drawing attention can be challenging. Some say our need for apps is rooted in a desire to save energy, while others attribute it to our always-connected lifestyle. Regardless of the reason, the fact remains that we use an average of 46 different apps each month, and that number is only increasing. So how can you make sure that your app is one of the 46 apps people use? This guide unravels the power of localization in increasing app downloads.
What is mobile app localization, and why does it matter?
Mobile app localization is a necessary process that involves adapting every aspect of an app to suit a specific market or "locale." This includes the user interface, copy, layout, visuals, and more. By taking into account cultural differences, legal requirements, and other unique factors that extend beyond language, localization ensures that an app feels natural and relevant to users in the target market.
The benefits of app localization are numerous. For instance, it enables you to reach new markets and users who might not be able to use your app otherwise. This leads to increased engagement and downloads, as people tend to use apps in their native language for a better user experience.
However, creating and implementing a solid localization strategy can take time and effort, which can seem overwhelming, especially for small and midsize businesses with limited resources. No worries, as we've got you covered. In this post, we'll outline 10 simple steps that will help you increase app downloads through effective localization.
Step 1: Conduct Comprehensive Research
While it may seem clichéd advice, conducting thorough research is crucial to successful app localization. Start by identifying your target markets and gathering as much information as possible about their needs and preferences.
Ask yourself questions such as:
● What languages are spoken in those markets?
● What do local users expect from an app like yours?
● Who are your main competitors in those markets?
● What cultural sensitivities do you need to take into account?
● What are the locally preferred payment methods?
● What local regulations must you comply with?
App store search is a critical driver of downloads, so it's essential to select keywords for your target market. We'll delve into app store optimization (ASO) in this guide. By investing time in research, you'll be better equipped to develop a localization strategy that resonates with your target markets and drives downloads.
Step 2: Create Locally Relevant Visuals
Now that you have a solid understanding of your target markets, it's time to consider how you can make your app look and feel native to users.
Visuals play a key role in this process. Every aspect of your app's design, from the icon and screenshots to the in-app graphics and videos, should be adapted to the local market.
Your app icon is particularly important, as it's the first thing users see in the app store and on their home screens once they install your app. To create an effective icon for a specific market, consider the following factors:
Visuals: What colors, shapes, and symbols are popular in the target market?
Cultural References: Avoid any imagery or symbolism that may be considered culturally insensitive.
Simplicity: A simple logo that clearly represents your app's function can help users remember why they downloaded it.
Consistency: While it's important to adapt your icon to each market, ensure it remains recognizable as your brand.
By designing locally appealing visuals, you can increase the chances of users downloading and engaging with your app.
Step 3: Localize Your App Store Listing
Your app store listing is your chance to make a great first impression on potential users. To maximize your app's visibility and appeal to users in your target markets, localizing your app store listing is essential. This involves adapting the app name, description, screenshots, and any other text that appears on the listing to suit each market.
As we mentioned earlier, your keyword research will come in handy here. Make sure to include the relevant keywords you identified for each market in the app name and description.
When localizing your app store listing, keep in mind that you have limited space to work with. Some languages may require more text than others, so it's important to take that into account. By localizing your app store listing effectively, you can increase the chances of users downloading your app and engaging with it.
Step 4: Localize Your App Content
Once users have downloaded your app, it's essential to ensure that they can use it comfortably. This involves localizing the user interface to match the local language and conventions for date and time formats, currency, measurements, etc.
However, app localization extends beyond simply translating text. It also takes into account local customs, preferences, and expectations. For instance, payment methods vary by country, so you'll need to ensure that your app accepts the locally preferred payment methods.
Moreover, localizing your app content also involves ensuring that any imagery, videos, or other visuals used are culturally appropriate. For example, it's important to avoid using offensive imagery or emojis. Did you know that clapping hands can have sexual connotations in some cultures?
By localizing your app content effectively, you can ensure that users in each of your target markets have a positive experience with your app and are more likely to use it regularly.
Step 5: Get Local Reviews and Testimonials
In markets where users may not be familiar with your brand, social proof can be a powerful tool. This is where local reviews and testimonials come in, as they can help build trust and encourage users to download your app.
Recommendations and reviews are particularly important in the app store, where they're prominently featured on an app's listing. Positive reviews can improve your app's ranking in app store search results, which in turn drives more organic traffic to your listing.
You can also repurpose positive reviews and testimonials on your website, social media, and in other marketing materials. They provide a great opportunity to engage with users and show that you value their feedback.
Step 6: Make Strategic Investments in Paid User Acquisition Campaigns
To give your app a head start in a new market, paid user acquisition is an excellent option. By running ad campaigns targeted at users in your target market, you can generate interest in your app and reach a wider audience.
When planning a paid user acquisition campaign, the research you conducted earlier will be helpful in identifying the best channels to use. For instance, you may want to focus on Facebook or Google ads in certain countries, while investing in Twitter or Instagram advertising in others.
Step 7: Harness the Power of Community
Building a community around your app can help you achieve success in new markets in the long run. Communities provide a way for users to connect with each other, exchange tips and advice, and promote your app to their families and friends.
There are many ways to build a community around your app. You can start by creating a social media channel (Twitter, Instagram, etc.) and engaging with users. Facebook groups are also a great way to build a community, as users can join them for free and interact with each other in a more private setting. You can also sponsor or attend local events related to your app or target market.
Partnering up with local influencers is another effective way to build a community around your app. Influencers have a large following in the target market and can promote your app to their followers. This way, you can tap into their existing community and get your app in front of a larger audience.
Step 8: Offer a freemium plan
Are you struggling to get users in new markets interested in your app? Consider offering a freemium plan. This approach lets users try out the full features of your app for free, with the option to upgrade to a premium plan if they want more features or access to more content.
This type of plan is especially popular in the app store, where users are more likely to download a free app than one that costs money. And since you’re not asking for payment upfront, users are more likely to give your app a try.
To make this strategy work, it’s important to provide enough value in the freemium version to make users want to upgrade. Consider which features are most valuable to users and make those exclusive to the premium plan. With the right balance, you can encourage users to upgrade while still providing value to those who choose to stick with the freemium plan.
Step 9: Build a referral program
Want to boost downloads and revenue in new markets? Consider launching a referral program. A referral program incentivizes users to refer their friends and family to your app. This way, you can tap into the power of word-of-mouth marketing and get more users on board.
When designing a referral program, it’s important to offer attractive rewards that users will actually want. Culture and local customs may also play a role in determining what users in a specific market find valuable. Consider rewards beyond traditional discounts and freebies, such as VIP access to local events or exclusive content.
Make it easy for users to refer their friends by providing them with shareable links or referral codes. And don’t forget to track the success of your referral program so you can make adjustments and optimize it for even better results.
Step 10: Create a website and blog dedicated to your app
A website and a blog for your app can be powerful marketing tools. They provide users with more information about your app and can serve as a central location for all your marketing materials, including screenshots, videos, and testimonials.
A blog is a great way to give users valuable insights into how your app works and what it can do for them. You can also use the blog for content marketing, sharing posts that target users in the new market you’re trying to reach.
To make the most of your website and blog, they need to be in the local language. This means you’ll need to make decisions around producing original content vs. embarking on marketing localization and the best website architecture for a global audience.
Dominate the global market, one app at a time.
With these 10 simple steps, you can take your app global and increase downloads, exposure, and revenue in new markets. While there’s no silver bullet for success, a strategic focus on localization is the most sustainable way to achieve it all. By doing your research, designing locally appealing visuals, localizing your app store listing and content, and leveraging the power of community, paid user acquisition, and referral programs, you can set your app up for success in new markets. And with a website and blog to showcase your app, you can continue to engage users and build a loyal following across the globe.