Mobile app development has revolutionised the digital world and has become a global phenomenon, with more than 4 million apps available in the leading app stores. However, the language barrier is a significant factor that hinders mobile apps’ reach and potential revenue. That’s where app localisation comes into play. App localisation is the process of adapting the app functionality to cater to the preferences and culture of a specific region or country. It breaks the language barrier and helps create a connection between the app and its users, ultimately leading to increased user engagement and revenue.

In this guide, we will dive deeper into the importance of app localisation in mobile app development. We’ll explore the different types of mobile app localisation and how each plays a vital role in creating a seamless user experience. Additionally, we will provide practical tips on conducting app localisation effectively, including the importance of thorough research, choosing the right localisation tools, and testing your app before launching it in a new market. Whether you’re an entrepreneur, marketer, or business owner, this guide will help you understand the importance of app localisation and how to leverage it to reach a wider audience and boost your app’s revenue.

What is App Localisation?

App localisation refers to customising an application to meet a particular geographic region or country’s cultural, linguistic, and functional needs. It involves modifying an app’s content, design, and functionality to make it more appealing and accessible to users worldwide.

Localisation goes beyond just translating an app’s text into the target audience’s language. It involves cultural adaptation, which includes elements such as graphics, user interface, and payment methods. For instance, some cultures read from right to left, while others read from left to right. Thus, app localisation would require adapting the app’s layout and user interface to fit the reading direction of the target audience.

App localisation aims to enhance the user experience by providing an app that feels familiar and relevant to the target audience. Localisation can help to increase user engagement, retention, and revenue. When users feel more comfortable, and at ease with an app, they are more likely to use it regularly and recommend it to others.

Additionally, app localisation is essential for global businesses seeking to expand their reach and enter new markets. Localising their apps allows companies to establish a strong presence in different regions, build brand loyalty, and increase revenue. Overall, app localisation is a necessary process for developers, businesses, and users, as it helps to bridge the cultural and linguistic gap between different regions and countries.

The Power of Localisation: Why Your App Needs It to Succeed Globally

Here are some reasons why app localisation is crucial for your app’s success:

1. Boost Your Revenue: App localisation enables businesses to reach new markets, increase user acquisition, and boost revenue. Studies show that users are more likely to purchase and engage with an app that is available in their language and caters to their cultural preferences.
2. Enhance User Experience: Localisation enhances the user experience by providing content, graphics, and user interfaces relevant to the target audience, which leads to higher user satisfaction, engagement, and retention rates.
3. Gain a Competitive Advantage: Localised apps have a competitive advantage over non-localised apps in specific regions. By providing content that resonates with local users, businesses can increase user engagement and retention and gain an edge over their competitors.
4. Establish Global Brand Presence: Localising an app in multiple languages and regions can establish a global brand presence and increase brand recognition, increasing user trust, loyalty, and brand advocacy.

App localisation is a powerful tool to help your app succeed in today’s global market. By adapting your app to meet your target audience’s linguistic and cultural preferences, you can boost your revenue, enhance user experience, gain a competitive advantage, and establish a solid global brand presence for your business.

Maximising Global Reach: Types of Mobile App Localisation You Need to Know

Mobile app localisation is a crucial aspect of global expansion for businesses seeking to reach wider audiences. Businesses can employ two primary types of mobile app localisation: MVP localisation and whole app localisation. Both approaches have their unique benefits, and businesses should choose the right type based on their goals, budget, and target markets.

• MVP Localisation: MVP localisation, also known as Minimum Viable Product localisation, involves translating only the essential features of an app to test its market potential in a specific region. This cost-effective approach allows businesses to minimise localisation efforts and gather feedback from users before investing in complete app localisation. MVP localisation is ideal for startups and businesses with limited resources looking to test the waters in new markets.
• Full App Localisation: Full app localisation involves translating the entire app, including its content, graphics, and user interface, to cater to the preferences and culture of a specific region. This approach suits businesses looking to establish a global brand presence and expand their reach in multiple areas. Whole app localisation ensures that the app resonates with local audiences, thus increasing the chances of user engagement and retention.

When choosing between MVP localisation and whole app localisation, businesses must consider their target markets and budget. Startups and small businesses can benefit from MVP localisation to test their market potential. Established businesses looking to expand globally should consider complete app localisation to ensure maximum reach and engagement. By choosing the right localisation approach, businesses can ensure that their app resonates with local audiences, thus enhancing user engagement and retention and ultimately driving business growth.

How to Conduct App Localisation?

To consider localisation as a requirement, an app must go through a process known as internationalisation. In its most basic form, internationalisation means that your value proposition and app are not limited to a single language to function. It would imply that you have an app that can be translated into different languages.

Adapting your app to a specific language is known as “localisation.” In the long run, app developers prioritise internationalisation as a first step to make localisation a less painful process later on.

In a nutshell, internationalisation is the process of preparing your app for localisation. It is the process of coding your app in such a way that you can easily switch the language of it.

Internationalisation of an app

Mobile app internationalisation is the process of designing and developing a mobile application to make it adaptable to different languages, cultures, and regions. The primary goal of internationalisation is to ensure that the app is easily localised and can cater to the needs of users worldwide. It involves implementing features such as supporting multiple languages, currencies, date and time formats, and accommodating various text lengths.

On the other hand, localisation is the process of adapting the app’s content and features to a specific locale or region. It includes translating the app’s content, modifying images and graphics, adjusting layouts and colours, and customising the app’s functionalities to meet the cultural and linguistic preferences of the target audience.

The main difference between mobile app internationalisation and localisation is that internationalisation focuses on making the app adaptable to different regions and languages, whereas localisation deals with customising the app to meet the specific needs of a particular locale. Therefore, internationalisation is the first step in conducting app localisation as it lays the foundation for the app to be easily localised and provides a seamless user experience worldwide.

Localisation of Keywords

Aside from knowing the exact equivalents of words in a foreign language, selecting the right keywords is critical to increasing your app download and conversion rates.

Many keyword tools provide you with unique opportunities in this regard. While localising your app, the keyword allows you to make clear decisions.

Obtaining First Users Following App Localisation

Look at your app’s direct competitor and try to steal some traffic using the keywords you researched. Also, take a close look at their top keywords. Which keywords generate the most traffic for them? You can use the Keyword Intelligence feature to determine which words to use on your keyword spot.

Design of Localised App Icons

The icon design for your app should be both global and local. Marketers have referred to that as “glocal” in recent decades. It should be new and inspiring, but everyone in your audience should find something that speaks to them.

The design of your icon has a significant impact on your target audience. As a result, you should have an icon that speaks to every customer worldwide. If you’re looking for inspiration to create your brand icon, check out Creational and other resources to help you.

Increasing Traffic to a Store in Another Country

App localisation entails more than just your app’s keywords. Entering a foreign location may necessitate more than that to increase downloads.

Localisation begins with translating the app’s language and continues with modifying all other elements (keywords, app description, app icons, images, preview video, keyword optimisation, and even the app’s name) based on your target audience.

App Localisation: Apple App Store vs Google Play Store

When it comes to app localisation, both the Apple App Store and Google Play Store have their requirements and guidelines. Here are some additional details about each platform:

1. a) App Store Localisation: Besides providing metadata, app descriptions, and screenshots in the local language, developers must also ensure that the app’s name, subtitle, and keywords are localised for each language. Furthermore, the App Store requires developers to provide localised versions of their support and contact information.
2. b) Google Play Store Localisation: Developers can use the Google Play Store’s built-in translation service to translate their app’s content into different languages. In addition to localising graphics and setting prices for other regions, developers can provide localised versions of their app’s video trailers and feature graphics.

Tips for IOS App Localisation:

1. a) Use Xcode Localisation Tools: Xcode provides built-in localisation tools that enable developers to manage localised resources, such as strings and images. This can help streamline localisation and ensure all content is translated correctly.
2. b) Localize App Store Metadata: Localise the app’s name, description, and keywords in the target language for improved visibility in the app store. This can attract more users and improve the app’s overall success.
3. c) Consider Right-to-Left Languages: For languages that are read from right to left, such as Arabic and Hebrew, developers must ensure that the app’s interface adapts accordingly. This includes ensuring that text and graphics are aligned correctly and that the overall design is culturally appropriate.
4. d) Test with Native Speakers: Testing the localised app with native speakers can help ensure the translations and cultural adaptations are accurate and appropriate. This can also help identify any potential issues or areas that need improvement.

Tips for Google Play App Localisation:

1. a) Use the Translation Service: Google Play provides a built-in translation service that enables developers to translate their app’s content into different languages. This can help ensure that all content is localised correctly and that the app is accessible to a broader audience.
2. b) Localize Graphics: Besides localising text and other content, developers should consider localising graphics such as images and icons. This can help ensure the app is visually appealing and culturally appropriate for the target audience.
3. c) Set Prices for Different Regions: Setting prices for in-app purchases and subscriptions in local currencies can help improve user engagement and revenue. This can also help make the app more accessible to users in different regions.
4. d) Optimise for ASO: App store optimisation (ASO) involves optimising the app’s metadata and in-app text for improved visibility and user engagement. This can be done by including relevant keywords and phrases specific to the target audience.

Why is app localisation a must for ASO?

• App Localisation has become a crucial App Store Optimization (ASO) aspect. ASO is the process of optimising mobile applications to increase their visibility and ranking in the app store search results. App Localisation is essential for ASO because it enables app developers to reach a broader audience and improve the user experience by providing content in the user’s native language. Here are some of the reasons why App Localisation is a must for ASO:
• Improved Visibility and Ranking: When an app is localised for a specific region or language, the app’s metadata, including the app title, keywords, and descriptions, are translated into the local language. This helps the app to appear in relevant search results and improves its visibility and ranking in the app store.
• Enhanced User Experience: When an app is localised, it becomes more accessible and user-friendly for users of a different language. This improves the overall user experience and increases user retention and satisfaction. App localisation goes beyond just translating the app’s text; it also includes adapting its design and user interface to suit the local culture and preferences.
• Competitive Advantage: App localisation can give an app a significant competitive advantage in the app store. Localised apps stand out from other not localised apps, and they are more likely to be downloaded and used by users who speak the local language.

App Localisation is essential for ASO as it improves an app’s visibility and ranking in the app store, increases app downloads and revenue, enhances the user experience, and gives apps a competitive advantage. Therefore, app developers must prioritise app localisation to reach a broader audience and increase the app’s chances of success in the app store.

Creating a strategy for app localisation

The process of app localisation begins with strategy. In other words, you must have a solid plan. Your app localisation strategy should consider the following factors:

1. What markets are you planning to localise your app for?
2. What are the implications of cultural differences for your communication style?
3. Will you start with a regional launch or go global right away?
4. What is your budget for localisation?
5. What parts of your app are you going to prioritise for localisation?
6. How will you gather resources such as content, images, and videos besides code?
7. Which language service providers are you going to use?
8. What platform will you use for app localisation?
9. How will you go about performing linguistic quality assurance (LQA)?
10. How will you put your app’s localised versions to the test?
11. How will you respond to app store feedback?
12. How will you determine success?

Your app localisation strategy will differ from app to app and change as your app’s needs change. Still, it’s a good idea to incorporate localisation into your app’s life cycle by planning for it during app development and design.

App Localisation Tools

To ensure the success of your app in the global market, you need to choose the right app localisation tools and software. Here are some popular ones that can help simplify the process:

Phrase: Phrase is a cloud-based localisation software that allows developers to automate their translation workflows. It has a user-friendly interface and features a translation memory system that helps to reduce translation costs and improve the consistency of translated content. The phrase also integrates with various development tools like GitHub, Slack, and JIRA.

Lokalise: Lokalise is a cloud-based translation management platform that helps developers to streamline the app localisation process. It offers features like translation memory, glossary management, and project management. Lokalise also integrates with popular development tools like GitHub, Bitbucket, and JIRA.

Transifex: Transifex is another popular cloud-based translation management software that helps to simplify app localisation. It offers translation memory, glossary management, and a real-time translation editor. Transifex also integrates with popular development tools like GitHub, Bitbucket, and Slack.

Crowdin: Crowdin is a cloud-based localisation platform offering features like memory, machine translation, and a real-time translation editor. It also allows developers to collaborate with translators in real-time and provides integration with popular development tools like GitHub, GitLab, and Bitbucket.

Smartling: Smartling is a cloud-based translation management platform offering features like memory, machine translation, and a real-time translation editor. It also has a built-in glossary management system, allowing developers to collaborate with translators in real time. Smartling integrates with popular development tools like GitHub, Bitbucket, and JIRA.

In addition to these tools, several app localisation services are available that offer end-to-end localisation solutions, from translation to quality assurance testing. Examples of such services include Gengo, OneSky, and Appen.

The Most Common Roadblocks to Effective App Localisation

App localisation can be a complex process, and there are several common roadblocks that developers and businesses may face. Here are some of the most common roadblocks and how to overcome them:

• Lack of Planning: Lack of planning is one of the most common roadblocks to effective app localisation. This can lead to costly mistakes, delays, and even project failures. To avoid this, planning and strategising well in advance is essential. This includes considering all aspects of localisation, such as language, culture, and user preferences. Developing a detailed project plan that outlines timelines, resources, and responsibilities is crucial. This will help you stay on track and ensure you have everything you need to localise your app successfully.
• Insufficient Resources: App localisation can be expensive, and many businesses may need more resources to invest in it fully. This can be a significant roadblock to effective localisation. To overcome this, consider outsourcing the work to a professional localisation agency or using automation tools to reduce costs. A professional localisation agency can provide expertise, resources, and technology to ensure high-quality and efficient localisation. Automation tools can also help reduce costs by streamlining the localisation process, eliminating manual tasks, and reducing the risk of errors.
• Inadequate Testing: Testing is essential to app localisation, and insufficient testing can lead to errors and poor user experiences. This is a common roadblock to effective localisation. To overcome this, allocate adequate time and resources for testing. Use multiple testing methods, including in-house and beta testing with local users. This will help you identify and fix issues before launching your localised app. It’s also essential to ensure that your testing team has the necessary language and cultural expertise to identify and address localisation issues.
• Cultural Misunderstandings: Cultural misunderstandings can lead to errors in translation and adaptation, which can negatively impact the user experience. This is a common roadblock to effective app localisation. To overcome this, work with local experts or a professional localisation agency that can provide cultural insights and guidance. These experts can help you understand the cultural nuances of your target audience and ensure that your app is adapted appropriately. It’s also essential to thoroughly research your target audience’s culture and preferences to avoid cultural misunderstandings.

App Localisation Goes Beyond Translation

App Localisation Goes Beyond Translation Localising your app for global markets goes beyond simple text translation. Localisation involves adapting the app to the target audience’s culture, language, and preferences. This requires understanding the target audience’s cultural norms, local practices, and choices. Here are some factors to consider when localising your app:

User interface design: The design of your app’s interface should reflect the cultural preferences of the target audience. For example, in some cultures, red is considered a lucky colour; in others, it signifies danger. Similarly, the layout and navigation of the app should be adapted to the user’s expectations and preferences.

Content: In addition to translating text, you may need to adapt your app’s content to suit the target audience. This includes images, audio, and video content. For example, if your app features a map, you may need to change the map’s orientation to match the local perspective.

Local regulations: Depending on the target market, you may need to comply with local regulations, such as data protection laws or content restrictions. Failure to comply with local regulations can result in fines or legal action.

Local payment methods: Different regions may have different payment methods that are popular with users. You may need to adapt your payment system to support local payment methods, such as Alipay in China or Paytm in India.

Local marketing: The marketing strategy for your app should be adapted to suit the local market. This includes using local social media platforms, search engines, and advertising channels. You may also need to adjust your marketing messages to suit the local culture and preferences.

Successful App Localisation Examples for Australian Markets

Let’s take a look at some examples of apps that have successfully localised their content for Australian markets:

• Airbnb: The accommodation booking platform has localised its app to suit Australian users’ local language and preferences. For example, the app offers prices in Australian dollars, displays local properties and attractions, and features unique experiences, such as surfing lessons or wine tastings in the Hunter Valley.
• Uber: The ride-hailing app has adapted its pricing strategy to suit local markets in Australia. For example, it offers lower-priced UberX rides in some areas to compete with local ride-hailing services. It has introduced safety features such as in-app safety tools and driver screenings.
• Spotify: The music streaming app has localised its content by offering region-specific playlists featuring famous artists and songs from Australia and localised podcast content.

Expanding your app’s reach in global markets is a vital goal that will be done through app localisation. By customising your app to meet your target audience’s cultural, linguistic, and user-specific needs, you can enhance user engagement and boost downloads. However, localisation encompasses more than mere textual translation. It necessitates a thorough comprehension of your target audience’s cultural norms, customs, and preferences. With the appropriate localisation tactics and tools, you can successfully surmount the obstacles of developing an international app and realise success in global markets.

At Appomate, a leading mobile app development company, we understand the significance of app localisation and offer the right strategy and tools to help you overcome the hurdles of international app development and succeed in global markets. Contact us today to discuss your app localisation needs.