Are you struggling to get your app noticed or are looking for ways to acquire new users at a reasonable cost? If your app is not a strictly local one, then you should definitely consider tailoring it to specific markets around the world.
With the app stores becoming more and more saturated, localising your app and its meta data may be just the right app store optimisation tactic to help you get an edge over your competitors.
In this first in a series of two blog posts, we’ll try to answer two questions: why localise in the first place and which markets you should focus your efforts on.
What are the benefits of app store localisation?
In the simplest terms, localisation helps you increase visibility and conversion rates of your app in local markets. It opens up new opportunities for growth, for both the big players, and for small and indie developers.
Another benefit which is often ignored, is that localising your app increases the chances of it getting featured in local app stores. This applies both to iOS and Android apps (keep in mind that in local markets there are local editors who decide what apps will be featured in the different sections of the app store). Having a localised title, description, screenshots and app content can give you an important advantage over your competitors. To give an example, the game HonorBound managed to get featured 340 times after localisation was put into place! Make sure you follow Apple’s guidelines in your mobile app marketing strategy to increase your chances of getting featured.
What markets should I target?
A recent report by AppAnnie shows which app markets are worth watching and names the most promising and surprising new players in the game. The study clearly shows that the international app landscape is constantly evolving and needs to be closely monitored.
While the long-established superpowers (the US, UK, Japan, South Korea and Germany) still have an advantage in terms of total app revenue, 4 new major players have almost caught up with them when it comes to total number of downloads. These emerging powers are Brazil, Russia, India and China (BRIC). The report also dubs Mexico, Indonesia and Turkey as the “New Wave” of app markets. These are followed by the smaller, but also promising, Vietnam, Thailand, Egypt and Argentina. Don’t forget to add more mature markets such as France, Italy, Spain, Portugal, Canada and Australia to the mix and you have an initial list of 22 countries to consider for your localisation efforts. While these markets provide the best opportunities for growth, you shouldn’t limit yourself only to them. It may be worthwhile considering smaller markets as well, as these are generally less competitive and can bring unexpected results.
Stay tuned for our second blog post, in which we’ll try to show what needs to be taken into account in the planning and implementation phases of an app store localisation project!
Author: Agata Jajszczyk
Adapt Worldwide is a multilingual digital agency focused on helping clients attain growth at home and abroad. Our ASO offer includes multilingual market localisation, keyword research & analysis, description optimisation, screenshot creation, online PR and much more.