Why App Localisation Is A Key Strategy To Boost Conversions & Reach A Global Audience

In a trillion-dollar global smartphone economy, $118 Bn is generated via apps. Mobile app localisation is a key step towards gaining global visibility and opening the door for apps to the $118 Bn economy.  

Many of the well-known apps today have achieved success and scale because of their localisation strategies. Slack, Airbnb, Pokemon Go and Weather Channel are a few examples of apps that have elevated their brand names just by modifying their app to be understood and used by people other than native English users. Ensuring that the app is appealing to users in a wide variety of locations around the world creates an opportunity for growth that expands its potential for growth.

App localisation is the process of adjusting the functionalities and interface of an app for global markets. The power of localisation lies in its ability to reach millions of new and potential users across the globe. 

Mobile app localisation is more than translation because it considers things like linguistics and cultural or technical differences. The purpose is to replicate the app to look and function as it was initially created for its native and target language. In a country like India where 90% of internet users prefer to use their local language to search and carry out tasks online, app localisation is a must.

Benefits Of App Localisation

Localising an app in a global economy is a must for three broad reasons:

Improving The International User Experience

Today’s users spend an average of 4.8 hours per day on mobile apps. Further, Google found that 89% of people are likely to recommend a brand after a positive brand experience on mobile. 

A properly localised app can help you break into a new market — by creating positive experiences for customers, who will then become advocates of your app.

Ramping Up Your App Store Showing 

To go global, you need a worldwide audience, an iTunes App Store and the Google Play Store. The iTunes App Store is available in 175 countries and 40 languages, while Google Play is available in over 190 countries. 

Localising a mobile app widens the net of potential users. More people can find the app by employing keywords in their native languages, which will open the door for a large audience base to reach the app.

Boosting International App Engagement 

Research shows that for mobile consumers, 78% of shoppers are more likely to make a purchase if the online store is localised. It is clear that in order for the app to remain competitive and eventually dominate worldwide, localising is key.

6 Best Practices To Help Your App Go Worldwide

Localisation amounts to adapting your app to fit a target market’s preferences. This includes measurement units, currency conversions, formats, cultural norms, legalities, and technological capabilities. Some practices that can be employed for app localisation include:

Accommodating Languages & Translations Through Flexible Design 

Different languages require varying amounts of space. When it comes to languages, it is not just right-to-left languages that need to be considered but vertical text growth also needs to be accounted for. Think about Chinese, Japanese, Korean, or other non-Latin script languages.  Due to this reason, the app must be built with flexibility in the design phase and internationalised before being localised.

Making Use Of ISO Codes While Considering Locale 

When it comes to the international audience base, considering the locale is crucial. Adding ISO codes will help you with nuances in language, currency, and unit measurements from one locale to another.

Ensuring Global Brand Consistency By Utilising A Style Guide 

Building a glossary and style guide for linguists working on your app is vital to ensure worldwide brand consistency. Creating a handbook for linguists is the best way to guarantee that the brand translates its intent and not just its words.

Acknowledging Cultural Context 

The best way to delight users is to give them an experience they understand and want to engage with. This can be done by providing culturally relevant context and content, which will in turn increase the chances of positive user experiences. It is also important to beta test the app with select users and native speakers in each locale before the app’s full release.

Avoiding Hard Coding Formats

There are varying formats when it comes to dates or measurement metrics used in different countries. There is a 24-hour vs. 12-hour split which differs from country to country. Therefore, it is important to avoid hard-coding any text, especially regarding dates, times, and currencies. Developers should use standard formats to easily adapt to date, time, and currency changes in their build.

Localising In The App Store

The very first step to having an app that rules the world is making sure that the app is visible worldwide. Localising the app in the app store through its name, keywords, description, and screenshots will boost the app’s discoverability for new regions.

Apps looking to scale in India and achieve success must take into account the increasing number of Indian users who are actively contributing to India’s mobile-first economy. It is time to consider what app localisation can really do to help connect with your users and discover more ways to increase your reach and revenue. With over 20 official languages spoken in India and strong regional cultural differences, localising your app for the Indian market is key to app expansion and growth.