With the increased rate of internet penetration and mobile phone usage, apps are the digital products that we use daily. Whatever the problem, there’s probably an app for it. Hungry? There are food delivery apps. Looking for medical help? You can find apps for that too. Want to travel somewhere? There are ride-hailing apps. So, when apps have become this crucial, why should there be barriers that stop us from using these multifunctional and highly regulated apps? Barriers like language and culture can stop users from downloading and using an app just because they can't understand it.
This is why app localization has become essential for companies looking to succeed in global markets.
App localization is the adaptation of apps as per the demands, needs, and requirements of a certain set of audiences. App localization is way ahead of app translation. Where app translation translates your app into another language, app localization goes a mile further and adapts the UI/UX features, color scheme, and so much more as per the demands of the target audience. Hence, app localization is not just about changing the language but adapting the user interface depending on the demands of the target app users.
App localization is an umbrella term that encapsulates many factors like cultural adaptation, sales and download factors, and many others. It means adjusting things like date formats, money symbols, colors, and images. The goal is to make the app feel natural and easy to use for people in different places.
There are mainly two types of app localization that adapt the interface and other features of an app. The whole key point of using app localization is to make an app resonate with the audience and user-friendly to increase downloads.
The first letter defines what type of localization MVL is. To explain it clearly, MVL is the type of localization where only certain features of an app are localized so that the audience can use its main features. It doesn't involve complete localization of the app, which means it is less costly. This approach focuses on adapting the most essential features of an app for a new market, rather than complete localization. With MVL, you can validate market interest and gather early user feedback with minimal investment.
The idea behind MVL is to identify the bare minimum of localization to make an app usable and valuable to users in a target region. The goal is to achieve functional usability and cultural resonance that will allow the app to gain a name in the new market and collect real-world data on user engagement. It also means selecting the most impactful content and features for localization, rather than attempting to translate and culturally adapt text and visual elements.
Here, the name suggests how an app is completely and thoroughly localized for a specific market to make sure it directly impacts the user base. Full app localization aims to create a truly native, seamless, and culturally relevant experience for users in each target region. The main goal of this approach is to ensure that the user feels that the app was originally conceived and developed in his/her native language while eliminating any sense of it being a foreign digital product.
All user interface strings like menus, buttons, labels, error messages, prompts, notifications, pop-ups, and tooltips are linguistically adapted. In-app content like articles, product descriptions, educational materials, game dialogues, storylines, etc., is made linguistically and culturally adaptable for the audience. From app store listings to legal documents and customer support, everything is completely localized in this approach.
By far, we have discussed what app localization is and how it transforms everything in an app. In order to create an app that resonates with the language and culture of the audience, localization is a must for your app.
Cultural adaptation is one of the core features that distinguishes app localization from simple app translation. App localization goes beyond mere translation and takes care of UI/UX features and the culture of the target audience. This link between cultural adaptation and app localization results in a global app strategy, where the needs and demands of app users are looked at first.
In other words, it's the difference between simply translating words and truly speaking to the heart and mind of a local user.
App localization consists of all the technical, linguistic, and functional adjustments required to make an app usable and comprehensible in a new market. And how can one forget culture? It is surely the biggest part of every civilization. So, inculcating it in your app localization endeavors means catering to a larger set of audiences and giving them a personalized experience.
Here, technical aspects like date and time format and currency are adjusted. With app localization, you can ensure support for different character sets and text directionality (Left-to-Right vs. Right-to-Left).
Cultural adaptation is the heart of localization. It's about respecting the unique cultural identity of the target market, building trust, familiarity, and a sense of belonging. While considering the culture of the audience, app localization ensures that images featuring people reflect the ethnic diversity and appearance of the target audience. For instance, if an English app is localized for China, it will feature images of Asians wearing traditional and contemporary attire.
Colors mean different things in different cultures. Red is associated with danger all over the world, but in China, it represents luck and prosperity. On the other hand, white reflects purity and cleanliness, while in Asian culture, white is associated with mourning. Cultural adaptation ensures that the app’s color palette aligns with positive connotations in the target market and avoids any colors that might carry negative meanings.
Hence, cultural adaptation is very necessary for your app as it builds trust among the audience and increases familiarity with a foreign app. The audience sees your app from a native lens, which makes it easy for them to use it and like it in the long run. Culture and language are both sides of the same coin, essential for the success of your app.
App localization is nothing less than a magic tool for your app. It is an all-solution-at-one-place approach that literally solves all problems for you.
Are you suffering from app visibility issues? Do you feel users can't see your app in the app store? It is probably because you have introduced your app in a new market, and it is not comprehensible to app users. This is where you need to bring the big guns and localize your app for the target market. This will enhance your app’s visibility in the app store, and the audience will see a digital product created for them.
The more visibility your app has, the more market reach your app gets. It broadens the set of audience for your app and allows you to earn a handsome amount of potential app users.
One of the most asked questions in the app localization approach is, “Does app localization increase downloads?”. Yes, app localization surely enhances app downloads. Imagine you want to use an app for ordering food, and you can’t find a good app. Suddenly, a new app appears on your app store, and you might think that it isn't great, but as you read the metadata, and product description and see images, you get to know how that app is completely understandable for you.
You download that app and tell your friends about it. And that's one example of how app localization not only makes it easy for a new user to accept your app but also how your app gets great word-of-mouth referrals.
One of the most compelling aspects of localization is its effect on App Store Optimization (ASO). When app store listings, including titles, descriptions, keywords, screenshots, and even promotional videos, are translated and culturally adapted to a specific locale, they become more discoverable within that region's app stores.
Duolingo, a language-learning app, is one of the most distinguished foreign language-learning apps, famous all around the world. You can learn more than 40 languages from this app and be fluent in the language of your choice. After the localization of this app, Duolingo saw a 150% increase in downloads. It was linguistically, culturally, and functionally adapted for different regions, which led to this much fame of Duolingo today.
App localization impacts sales by enhancing user experience, increasing market reach, and boosting user engagement. This leads to increased ROI of app localization. It means that the more completely your app is localized, the more financially successful your app will be. When an app feels truly native to a user, their engagement with it deepens, leading to higher retention and, crucially, a greater willingness to spend money.
The impact of localization on sales is profound, stemming directly from the increased downloads, enhanced user engagement, and improved conversion rates that it facilitates.
App localization fosters brand loyalty and trust in app users, which are foundational to sales growth in the long run. If your app provides a seamless and culturally relevant experience, you are more likely to receive positive reviews and higher ratings. Later, this will enhance your app’s standing in app stores and attract even more users, creating a virtuous cycle of growth.
Expanding your app to reach users in new regions can be challenging without the right help. This is why at MarsTranslation, we make your journey simple. We offer expert app localization services that go beyond just translating words. Every part of your app, from menus to help sections, is adapted to fit the local language and culture. We have a team of native language experts who understand how people speak and think in different countries. They know how to work with app design, so nothing breaks during translation.
Your app stays smooth and easy to use. With our support, your app can stand out in local markets, climb app store rankings, and bring in more downloads. If you're aiming for global growth, starting with strong and smart localization is a must. Remember, at MarsTranslation, we deliver just that.
A completely localized iOS app connects with users, and it is easy for foreign users to understand localized apps. The audience trusts the apps and doesn't even feel that they are localized ones.
App localization increases downloads by enhancing user engagement. When people see an app in their own language, they feel more comfortable downloading it.
Internationalization is very different from localization. The former is the process of designing your app so it can support many languages and regions, while localization is adapting apps for a certain market.
No one person can do all the localization work. You need translators, testers, and designers who understand the new culture. You will also need QA professionals who will make your app free of errors and mistakes.
No, machine tools are not viable for app localization. Machine tools like machine translation (MT) miss small details, humor, and culture. That can confuse or upset users.
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