App Store Optimization is not important. It’s REALLY important. According to Kissmetrics, 63% of iOS consumers normally browse the app store to find new apps. So your app needs to be fully optimized to have a chance at being found.
However, having your text descriptions right is not enough. An app will be relevant and is more likely to be found if it is constantly being downloaded. To increase downloads, you either need a marketing campaign or you can translate your app and reach customers beyond English speakers.
Consumer Behavior and Translation
There are three statistics you need to know about the relationship between translation and consumer behavior. According to Common Sense Advisory,
- 72.1% of consumers spend most or all of their time on websites in their own language.
- 72.4% of consumers said they would be more likely to buy a product with information in their own language.
- 56.2% of consumers said that the ability to obtain information in their own language is more important than price.
Now replace the word website with app. We are going to bet the numbers won’t be that different.
Why You Should Localize
Apple’s App Store has 28 regions that apply to all the countries where the store is available. Because of this, the U.S. App Store is not automatically available for users in others countries. This makes it very unlikely for your english-0nly app to show up in their app showcase.
The only way to find you now is to make a particular English search in an environment where nothing is in English. And according to the statistics, you must assume most people will not do that search in English.
App Localizing Leads 200% Increase in App Download Rate
It is logical to see such a high increase in app download rate when it’s localized. Simple actions like translating the app description and metadata like keywords and tags can at least double your download rate. Even Apple suggests app developers to localize their apps to increase download rate.
Culturization = Advanced Localization
You can try to translate your app yourself, but if you hire a professional translator, you will get another level of localization. When you app reflects local customs and trends, it is more likely that your app is well received.
A professional translation service will make sure to include local slangs, mention local holidays or seasons, to further improve your app’s localization.
Take the Next Step
Do you need a strategy for transcription and translation for your app? Get a free quote and a 20% discount on your first project here.