Does your business have an app? Or are you in the app business? Do you have a popular product that’s gaining traction in your home market? If you’ve come up with a nifty app with a high download rate and great reviews, it could be time to expand your market. Why? Because if you’re limiting your app to one country, you’re limiting your sales. By investing in mobile app localization, you can enjoy a ton of benefits to boost your bottom line and global reach. Let’s take a closer look. Here are at least 5 huge benefits of mobile app development and localization for your business:
1. The Whole World At Your Fingertips
If you’ve done your research, you’ll know that the majority of the world’s mobile phone subscribers are not based in the United States. The number of adults with purchasing power who own a smartphone is increasing daily around the world, with the highest number found in the Asia/Pacific region. Let’s take just one example. China, although notoriously difficult to crack, is a potential goldmine for companies that get their mobile app localization right.
Not only is it the largest app market in the world, but revenues spent on apps is set to reach $42 billion by 2020! That’s an awful lot of purchasing power and potential interest in what you have to sell. But you don’t have to start there. An app for download in the USA has just as much chance of being popular in a thriving market like the UK. But weights and measures and currency will have to be localized first. British people use different local vocabulary than their American neighbors. They go on holiday, not a vacation. They have different spellings. Localize your mobile app for a British market by making a few tweaks and you’ll have access to an app market currently worth approximately US$11 billion.
2. Uncapped Sales Potential
Thanks to globalization, world tastes are merging. With continued access to information, we’re more conscious than ever before about things like our health, comfort and time management. What used to be incredibly specific to one geographic region is now far more often accepted as a norm. Just think about Netflix, Uber, and Amazon. While you’ll need to do your research before entering a new market, it stands to reason that if you have a popular app on your hands at home, it’s just as likely to be a hit overseas.
Take Pokémon Go for example. This popular gaming app from Nintendo made $35 million of profit in its first two weeks. That was in the few countries Nintendo elected to test the app out in. Users around the world were clamoring to get their hands on the app. It went on to make an estimated $950 million by the close of 2016. Case in point for mobile app localization.
3. Get One Up On The Competition
You already know by now that the app market is a highly competitive place. 90% of users end up deleting an app within a few moments of downloading it. Why is that? Because if you haven’t created an optimal user experience and your app doesn’t live up to expectations, there’s another app just a thumb swivel away. When you invest in mobile app localization for different markets around the world, you get an advantage on the competition. Why? Because you’re speaking the local language and making them feel like your app’s the one for them.
Just think about it. If you downloaded an app that was only partly translated, had images and promotions that didn’t apply to you and units of measurement you don’t work in, you’d delete it immediately. Carefully localizing your app reduces your chances of being removed from your users’ interfaces and — at the same time — increases visibility. How so? Mobile app localization involves an integrated ASO (app store optimization) strategy. When you know the key search terms used in your target market, your ranking will increase. When you deliver users what you promise, your reviews will improve. All these things give you a one-up on the competition.
4. Greater Visibility In The App Store
Here’s a little bit more information on your ASO strategy. When you get it right for your target market, your app’s visibility will increase. Rather than thinking about ASO as an after-thought, it should be factored into your mobile app localization from the start. You’ll need to check out the different guidelines for Google Play and the iOS App Store. With Google Play, your entire description will be scanned, so make sure it’s fully optimized with the right keywords. With iOS, you need to put more important information up front. Keywords in the app name and title, as well as flawlessly localized screenshots are essential for both.
Your screen shots are vital if you want to encourage downloads, as many people won’t read a lengthy description. If your app uses maps, this means making sure they are targeted to your audience. Make sure all images are culturally relevant and that units of measurement, date and time apply. Translate all your assets to encourage good reviews, as these will boost your ranking and make sure your app doesn’t get trashed.
5. ROI is Guaranteed
Mobile app localization can seem costly at the start. Especially if you want to expand into several different markets. You’ll need a team of developers, translators, and local marketing experts to optimize your results. But, don’t let the cost of localizing your app put you off. Distomo found out that when apps are localized, they get more downloads. How many more downloads? A massive 128% more! Instead of rolling out one language version of your app for all markets and hoping for the best, you’ll be massively increasing your shot at success.
With access to a global market, unlimited sales, greater visibility and a competitive edge, ROI is guaranteed. You’ll be able to take your product and take on the world, making sales from India to Australia and extending the potential of your app. With so many benefits to mobile app localization, if you haven’t already, it’s time to add to your agenda today!
Christina Comben is Content Manager at translation and legal translation services specialists, Day Translations. Multilingual and qualified to MBA level, Christina is passionate about writing, traveling and continued education.