The Essentials of App Localization for Marketers: Part 1

App localization ensures that users can understand and access your content whatever their culture or language, and is essential when looking to grow your user base. 

Localizing apps involves content translation and adapting your app to different cultures and locations. It should also account for local preference, legal regulations, and cultural differences. 

The ultimate aim is to create an app that provides the best possible user experience, and resonates with the user, whatever their language and location may be. 

There are more than 7bn smartphones worldwide, and mobile app revenue is worth an estimated $430.9 billion worldwide, and is predicted to be worth $673.8 billion by 2027. 

Moreover, many key target markets for brands looking to expand, such as China and India, are mobile-first – people primarily use smartphones for internet access, and mobile apps represent a key channel.

In this two-part article, we’ll explore what marketers need to know about app localization, the key considerations, and the connected topic of app store localization. 

The first article covers the key choices marketers need to make around app localization, and the approach to take when localizing apps for new markets.

Different types of app localization

When expanding into new markets, marketers must consider the depth of localization needed to meet their goals effectively. There are two main approaches to app localization: the MVP (Minimum Viable Product) approach, and full localization. 

The choice between these options depends largely on the company’s growth strategy, resources, and specific market objectives. Let’s look at the unique benefits and challenges of each approach.

MVP app localization

The MVP approach aims to quickly and efficiently adapt the app to a new market with minimal resources and time investment. The thinking behind such an approach is often to enter a new market as soon as possible, with the aim of adapting and optimizing the experience on the fly. 

Key characteristics of this approach include: 

• Targeted translation. Translating essential text elements such as menus, calls to action, and product pages. 
• Limited scope. Localizing only the core features and functionalities
• Minimal cultural adaptation. Relying on basic language translation rather than adjusting fully for cultural nuances. 
• Quick launch. The aim is to achieve a quick market entry to test the app’s viability in the new region.
• Post-launch optimization. User feedback and analytics is used to guide further localization efforts and prioritize subsequent improvements.

There are several benefits to the MVP approach, including the speed of deployment to new markets, and a more cost-effective initial investment which allows brands to test the market before making further improvements. 

However, this approach restricts the user experience, and can limit the appeal of the app. By presenting an MVP version, businesses run the risk of  deterring users and stalling expansion plans. 

One example of an MVP app is the first Ubercab app, which launched in San Francisco using a prototype app to test the concept. In this case it worked, and the concept of MVP fits well for tech startups. For brands with more established apps, there may be drawbacks to this approach. 

Full app localization

This approach is designed to launch an app which has been fully adapted to meet all the linguistic, cultural, technical, and legal requirements of the target market, with a more relevant and seamless user experience.

Key characteristics of this approach include: 

• Full translation. All elements are translated into the local language, including help documentation, support content, and marketing content. 
• Cultural adaptation. Visuals, cultural references, and user interactions are carefully adapted to align with local  preferences. This may include redesigning areas such as imagery and copy to be culturally appropriate.
• Legal compliance. Ensuring that the app complies with local regulations and standards, including data protection laws and content guidelines.
• Pre-launch testing. Thorough testing with local users to ensure that the app functions smoothly and meets local expectations.
• Full localization of features. All features and functionality are localized to ensure a consistent and complete user experience.

This approach is more time consuming, with key processes such as testing and full translation potentially delaying the launch of the app, while a greater up-front investment is needed before launch. 

However, this investment in time and resources can produce a better, more relevant experience for users, which should translate into increased satisfaction and engagement, as well as faster growth. 

While the app may still need to be optimized on the go, full localization provides a stronger platform for success, and gives apps a competitive advantage.

How marketers should approach app localization

Effectively localization requires a comprehensive approach that accounts for language, cultural nuances, technical and legal aspects, and a process of testing and optimization.  

These are some of the main app localization challenges for marketers:

Here are some key areas to consider, which will help marketers to address these challenges above. 

Market research 

• Understand the target customer. Gain an understanding of local culture, user behavior, preferences, and competitors.
• Gauge demand. Evaluate the demand for your app in the new market. Consider factors such as market size, growth potential, and local economic conditions.

Define goals and prioritize key localization elements 

• Set clear objectives. Define your goals, whether this is user acquisition, engagement, revenue growth or a combination of the three. 
• Prioritize. Decide which parts of the app should be localized first, based on potential user impact and strategic importance.

Translation and cultural adaptation

• Focus on quality. Implement quality assurance processes such as proofreading and user testing to ensure translations are accurate and contextually relevant.
• Use machine translation. Machine translation combined with automated language quality assessment tools can improve the accuracy of translation, and speed up time to market, as well as subsequent content updates.  

Cultural adaptation

• Adapt visual content. Images, icons, colors, and graphics should  align with local cultural norms and preferences. Avoid content, colours and images that could be culturally insensitive or have any potential for misunderstanding. 
• Tailor content and messaging. Transcreation of marketing messages, slogans, and promotional materials ensures cultural sensitivity and alignment with what resonates with local audiences. This process demands thorough research into the local market. 

Technical and legal considerations

Ensuring a seamless and compliant user experience goes beyond translation and adaptation – technical and legal considerations that can make or break your app’s success in a new market. From supporting local formats to meeting regulatory standards, these elements are critical to delivering a fully localized app: 

• Formatting and design.  Ensure that the app supports local date, time, and number formats, as well as currency symbols and units of measurement. Aspects such as checkout forms should be adapted to input fields that match local conventions, such as address formats and phone number patterns.
• Understand local regulations. Ensure compliance with local laws and regulations, including data protection laws, content restrictions, and advertising standards.
• Integrate with local services. Where appropriate, your app should be compatible with local payment gateways, and other third-party services that are popular in the target market.

Testing and optimization 

• Conduct user testing. Test the app and gather feedback from local users, which helps to quickly identify any localization issues and areas for improvement. Monitor user reviews, ratings, and other feedback to address any emerging issues.
• Track performance. Monitor key performance metrics  such as downloads, user engagement, retention rates, and revenue in new markets. 
• Optimize continuously. Based on feedback, testing, and performance data, the app should be optimized on a regular basis. 

In the next part of this article, we’ll look at what marketers need to know about app store localization, and how they can choose the most effective app localization tools.