App Store Localization

Definition of App Store Localization

App Store Localization, or application store localization, refers to the targeted adjustment and optimization of various display elements of an application in the application store based on different languages, regions, cultures, and other factors. These display elements mainly include application names, descriptions, screenshots, videos, keywords, etc. Its core purpose is to present the application to users in different markets in a way that is more consistent with local culture and language habits, thereby increasing the appeal and user conversion rate of the application.

The Importance of App Store Localization

Global Market Expansion

When an app is planning to enter multiple countries and regions, app store localization becomes crucial. Take a casual game as an example. If only English app descriptions and screenshots are provided, it will be difficult for users in non-English speaking countries to understand the functions and gameplay of the app, thus reducing the possibility of downloading. Through localization, translating the app description into local languages and using screenshots and videos that conform to local culture can better attract local users.

Deep Cultivation of Specific Areas

Even if the target market of an app is not global, but a specific region or regions, localization is still needed. For example, an e-commerce app targeting the Southeast Asian market needs to be localized because there are many languages in this region, including Thai and Vietnamese. Localizing the information on the app store can make it easier for users with different language backgrounds to accept and use the app.

💡 Check the official interpretation of Apple AppStore app localization

Relationship with ASO (App Store Optimization)

Improve search visibility

In ASO, keyword optimization is a very important part. Through localization, you can choose the appropriate keywords for different regions. Users in different countries and regions may use different keywords when searching for applications. By reasonably applying these localized keywords to the application's title, description, and keyword fields, you can improve the ranking of the application in the local app store search results, thereby increasing exposure opportunities.

Improve user conversion rate

Beautiful English screenshots and descriptions may be popular in the European and American markets, but they may not work well in the Asian market. Through localization, adjust the application's screenshots and videos according to the aesthetic and needs of users in different regions. In addition, localized application descriptions can more accurately convey the value and features of the application, making it easier for users to understand whether the application meets their needs, thereby improving the download conversion rate.

Increase user retention

When users download an app, if they find that the interface and content of the app do not match their language and cultural background, it may lead to a poor user experience, or even uninstall the app. Through app store localization, users can have a clearer understanding of the app before downloading it, and after downloading it, they can also feel the respect and care of the app for themselves, thus improving user satisfaction and retention rate.

Key points for implementing localization

Language Translation

In addition to accurately translating the text content of application names, descriptions, etc., attention should also be paid to the expression and cultural connotations of the language. For example, some words may have different meanings in different regions and need to be adjusted appropriately.

Cultural Adaptation

Consider the cultural customs, values and aesthetic concepts of different regions. For example, in some countries, specific colors or patterns may have special symbolic meanings, so it is necessary to avoid using elements that may cause misunderstandings.

Legal Compliance

Different countries and regions have different laws and regulations, especially in terms of privacy policies, advertising, etc. When localizing, ensure that all content in the app complies with local legal requirements.

App Store localization is one of the key factors for the success of an app in the global market. It is closely related to ASO and can help the app perform better in different regions' App Stores, attracting more users.