How to Optimise App Localisation
App localisation extends reach to global markets. Each market has own ranking algorithm, user expectations, cultural preferences. Generic English-only apps cap at developed-market English-speakers. This guide covers app localisation strategy. Pair with app audit guide.
Step-by-step: How to optimise app localisation
- Prioritise markets by opportunity. Audit: which markets have download interest in your category? Tools (Sensor Tower, Data.ai) show market sizes. Prioritise: top 5-10 markets where opportunity exceeds localisation cost. Common high-ROI: US, Japan, Germany, Brazil, India, South Korea, Mexico.
- Translate listings (title, descriptions, screenshots). Professional translation, not Google Translate. Local translators understand market norms. iOS subtitle and keyword field localise separately per market. Screenshots: text overlays localised per language.
- Adapt culturally beyond translation. Imagery: appropriate models, settings. Examples: examples your market recognises. Pricing: local currency, market-appropriate price points. Date/time formats. Cultural sensitivities (avoid imagery that offends in target market).
- Localise app content. Beyond store listing — app itself needs localisation. UI strings, user-facing copy, error messages, push notifications. Tools: Crowdin, Lokalise for managing app translations. Quality matters; bad in-app translations damage retention.
- Localise per-market keywords. Each market has different searched terms. 'Photo editor' in English ≠ 'éditeur photo' in French exactly — local users may use different vocabulary. ASO tools provide localised keyword data.
- Plan launch sequence. Don't launch all markets simultaneously. Stage: tier 1 markets first (highest opportunity), iterate, add tier 2 based on learnings. Premature broad launch dilutes optimisation effort.
- Track per-market performance. Each market: downloads, ratings, retention, revenue. Compare against expectations. Some markets vastly outperform expectations; some underperform. Reallocate localisation budget based on results.
Frequently Asked Questions
Best markets to localise apps to first?
Depends on category. Common high-ROI: US (largest), Japan (high revenue per user), Germany (largest EU market), Brazil (Portuguese, large user base), India (huge user base, growing revenue), South Korea (high revenue per user), Mexico (Spanish, large user base). Tier 2: Indonesia, Spain, France, Italy.
Should I use Google Translate for app store listings?
No. Professional translation essential. Google Translate misses nuance, produces awkward phrasing, damages brand. Cost: $50-500 per market for store listing translation. Tools (Crowdin, Lokalise) manage translation workflow.
How does app localisation affect ASO ranking?
Significantly. Each market has separate ranking algorithm using local keywords. Native localised listings outperform translated ones. Plus: user signals (downloads, ratings, retention) per market feed ranking — better localisation drives better signals, drives better ranking.
Best tools for app localisation workflow?
Translation management: Crowdin, Lokalise, Phrase. ASO localisation: Sensor Tower (per-market keyword data), Data.ai, AppFollow. Translation providers: Gengo, Lokalise integrations. Cost varies by scale; most teams need translation management platform from start.
Should I localise to all 50+ Apple supported languages?
No. Pareto principle: 5-10 well-localised markets often capture most of the opportunity. Adding marginal markets has diminishing returns. Audit market sizes vs localisation cost; stop where ROI flattens.