25 Jun 2015

For many developers localization of an application is a simple translation into other languages. Thinking this way, entrepreneurs just wait for their application to become popular in a new country, but nothing happens. It happens so because in order to integrate your app into another environment you must do a lot more.

Initial optimization

If you want to localize your app with a minimum of efforts, start with optimization. It means that users in a new country should first of all see the correct information in the app store: the application name, description and visual images.

It isn’t reasonable to use online translators for this purpose, it is better to hire a professional translator with experience in this area. Make sure that your description includes the most popular relevant search queries that are specific to a particular country, and that visual images correspond to local cultural specificities. For example, Spanish (as well as many others) contains a lot of slang and jargon words, which, in turn, are not used throughout the Spanish-speaking countries. The best solution here is to hire a native speaker who will help you to overcome cultural differences in different regions. And of course it is necessary to conduct A / B testing of all the creative materials.

The basis of localization

Translation of all the application content still remains a basic part of localization. We must understand that this may be enough for such an application as GoogleMaps, for instance, and totally inadequate for applications, offering a more complex type of experience with many options or interactions with the user on an emotional level.

New Market Research

Yet for a successful entry into a new market even those steps are not enough. To adapt an application to the user requests, it is necessary to conduct extensive market research: the nature of mobile devices usage in the country, the presence of a competitive niche and feasibility of your application for a specific target audience.

The data you get will help you understand exactly what you need to do or change in order to achieve quality results. For example, if the target audience prefers to express emotions, you should make the access to the Emoji more visible. Each market is different and you have to modify your app to avoid culture shock, and its negative consequences.