It's a common misconception that localization is merely translation. It’s more nuanced; it’s about cultural translation. Imagine creating an app that speaks the language of the user, not just linguistically but also in design, appeal, and functionality. That's the power of complete localization.

1. Introduction and Basics

The true essence of localization lies in comprehending your value proposition and aligning it with your target audience's cultural context and understanding.

Starting with the Basics:

• Title, Subtitle, and Short Description: Begin by ensuring your app's name, subtitle, and short description are not just translated but optimized for keywords in the target language.
• Cultural Translation of Visuals: Beyond text, your app's icons, themes, and color schemes should reflect the cultural preferences of your target audience.
• In-App Localization: Ensure your app feels native to the user, from in-app content to user interfaces.
• Engaging Through Developer Replies: Addressing feedback in the local language amplifies trust and shows users that their voice matters.

2. Metadata Localization

1. Crafting Metadata that Resonates

Here are tips and tricks to execute a successful metadata localization.

• From Translation to Transcreation: Instead of direct translation, prioritize the applicability of keywords. It’s about capturing the essence, not just the words.
• Analyzing Your Competitors’ Metadata: Analyzing competitors’ metadata offers insights into what works and what doesn't in a specific locale.
• Leverage Autofill and Trends: Don’t forget to take a look at App Store's autofill suggestions and/or Google Trends. They can be goldmines for gaining insight into whether a keyword makes sense in the locale.
• The Brand’s Strengths: While localizations for the target locales are crucial, it is essential to consider using the original brand name alongside localized elements to strengthen and maintain your brand identity.
• Cross-Localization Magic: In the App Store, keywords in one locale can also be indexed for a related territory. For instance, the Spanish keywords used for the Mexico storefront are also indexed for the US storefront, alongside the English keywords for the United States storefront. You can even use this to expand your keyword lists.

Let’s take a look at an example of successful metadata localization:

We can observe that Spotify uses direct translations of "Spotify: Music and Podcasts" for most locales. However, when we look at the Turkish locale, according to MobileAction the search score for the keyword "podcast" is 41, while "müzik dinle" (listen to music) has a search score of 52, and "müzik indir" (download music) has a search score of 53, indicating higher search volumes than "podcast." Accordingly, Spotify's title in Turkey is "Spotify: Müzik dinle ve indir," which is more appropriate for this scenario. Moreover, Spotify's Turkish podcast library isn't as robust as its English counterpart. Instead of employing a one-size-fits-all approach, Spotify tailors its content by incorporating cultural elements and highlighting its strengths in different storefronts to engage with the local audience.  

When we look at the same keywords in the German locale, we can see that the search score for the keyword "musik herunterladen" (download music) is 19, "musik hören" (listen to music) has a score of 22, and "podcast" scores 59. For this locale as well, it can be said that using "Spotify: Musik und Podcasts" as the title is the right choice.

3. Visuals: Screenshots and Video Localization 

a.Crafting Visuals 

Screenshots and videos are often the first interaction a user has with your app. Make it count.

• Value Proposition: If you have multiple value propositions, identify which one aligns more with different locales.
• Cultural Nuances in Design: Integrate cultural elements, from colors to symbols, ensuring your visuals are locally relevant.
• Local Standards: Units of measurement, currencies, date formats – these small details can make a huge difference in user perception.
• Fonts Matter: Ensure the font supports the target language fully, especially for languages with unique characters.
• Seasonality and Cultural References: Track local events, holidays, and seasonal changes. Adjust visuals accordingly to stay relevant.

Here are a few good examples of visual localization from Uber and Temu:

We note that Uber has not only localized its currency settings for Brazil but also customized its maps and display names. Additionally, they are using different messaging and features to highlight.

As of October, Temu has begun utilizing Halloween-themed screenshots in the US, capitalizing on seasonality in relevant locales.

Additionally, they employ different background colors—red for Japan and green for Saudi Arabia. This choice reflects cultural nuances, as red is a popular color in Japan, and green is particularly meaningful in Saudi Arabia, as showcased in their flags.

Lastly, displaying items in in-app UIs that likely cater to the interests of different locales. While there is still room for improvement, Temu is clearly making strides in leveraging localization efforts.

Here's another great example. 

Picsart is switching up the game in each place with diverse screenshots. They've got people representing the characteristics of each storefront. While sticking with the same video preview in the US and India, they use a different video preview. Also, they play with different value propositions, font sizes, and copies. 

This level of customization shows their dedication to experimentation, aiming to pinpoint the most effective elements for different locales.

b. Additional Tips:

• Feature Usage: Analyze the engagement patterns within different locales interacting with your app. Are there preferences for certain features or inclinations towards specific content?
• Discounts and Offers: Identify which discounts or promotional strategies click with different regions.
• Respecting Local Sensitivities: Ensure your app aligns with local customs, avoids taboos, and meets legal requirements.
• Culturally Relevant Imagery: Using familiar, local images like places and people can drastically increase user engagement.

Conversion rates are as pivotal as keyword rankings. The secret to expanding your reach effectively lies in adopting a structured strategy for insightful interpretation of your experiments.

Book a meeting with us today, and let's explore how you can establish a localization framework that guarantees effective reach and conversion of the ideal users.

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(The metrics and data concerning to App's Apple Search Ads visibility score, Keyword's Search score, and keyword coverage of apps cited in this blog post are sourced from MobileAction.)

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