App Store Optimization Guide to App Localization

The mobile app market continues to grow and over half the world has a smartphone, that’s nearly 3 billion global mobile users. With so many potential global customers, apps developers looking to enter the global app market or to generate visibility in their current market are in a constant competition to create visibility for their app.

Whether developers are looking for an audience in their current market or want to expand into the global app market, they should consider adopting an App Store Optimization strategy in the early stages of mobile development to adjust an app’s metadata in its original territory or when localizing its data to maximize the app’s appeal on a global scale. Developers who take the initiative to localize their metadata not only increase their conversion rates, but also increase their revenue by roughly 25 percent.

App localization is necessary to appeal to users on a global scale and incentivize users in foreign territories convert.

What is Localization and Why Does It Matter?

App localization is more than just translating an app into another language. The localization process means adapting an app to meet the language and making it locally relevant to the cultural requirements for a specific market.

Incorporating an ASO strategy into the localization process helps app improves an app’s metadata to generate discoverability and drive conversion in the new market. Some examples of countries with high volume mobile app users that are good to target are China, the US, Japan and the UK.

How to Implement a Global ASO Strategy

Search accounts for 65 percent of downloads, making it important for an app’s metadata to be relevant and easily discoverable in user searches. The metadata cannot just be translated into the intended language. Instead, developers need to adapt their keywords, title, description and screenshots to become relevant to user searches in foreign territories.

The steps to localizing an app’s metadata go as follows:

1. Determine Keywords

Developers looking to expand their app’s reach to foreign territories need to pay attention to their target audience, user behavior and trends before they start choosing keywords that are specific to user searches.

Often, developers have already been monitoring user trends and behavior in the app’s original territory. It’s imperative to monitor what trends and features the intended audience are interested in on global scale, or at least the foreign territories the developer intends on deploying their app in. Based off user behavior and trends, developers can localize their app’s metadata to become visible and localize their screenshots to convert users.

Keywords need to specific to the user trends, which are different across markets and regions. Keep in mind that there will be differences even among English speaking territories like the US and UK. Despite there being different trends across territories, developers don’t have to change the app’s name but should use different title tags to be relevant in the language of choice.

2. Title and Description

Developers can do a direction translation of the name and description, but should keep in mind that it may not improve conversion in the foreign territory.

When it comes to localizing the app title, developers need to be careful and make sure to use important keywords that express the app’s core features toward the beginning of their title tags.

For the description, however, if the developer does not plan on making changes themselves, they can instead send their description to a translator. Developers can give the translator freedom when writing the description, but need to make a note that the translator needs to use high-volume keywords throughout to appeal to audiences in foreign territories.

3. Creatives

The creatives, otherwise known as the screenshots, need to be localized to target users in a new territory. Screenshots should reflect elements from the country being localized to appeal to users.

When trying to successfully localize the screenshots, consider specific elements such as color scheme and high-volume keywords to convert better. Color schemes and trending features should be adjusted to appeal to what users want. Some color schemes and text fonts make it difficult for users to read the screenshots and can lead to confusion of the app’s core features.

Screenshots being localized for specific territories need to feature people that represent that culture. For example, when localizing for Asian territories, apps that primarily feature Americans are less likely to convert.

Key Takeaways

Anyone looking to expand their app’s reach in the current market or on the global app market need to use ASO best practices to make specific adjustments to their metadata to drive visibility and appeal to the intended audience.

Localizing an app’s metadata through App Store Optimization is necessary for any developer to see any success internationally.  Doing a direct translation of an app’s metadata through free sources like Google Translate may not be best for localization efforts and may even hurt your app if your users see that the language doesn’t read as naturally. Monitor user trends and behavior before determining which keywords to target in foreign territories and implement the new keywords to convert more users.

Adding Value to e-Commerce

At Synergo Group we specialize in adding value through technical excellence and innovative solutions. With a broad portfolio of technical skills, we are always on hand to provide clean and intuitive user environments that allow businesses to grow.

 

We were recently contacted by IGIGI, a leading Women’s Fashion e-Commerce retailer. As a growing company that had grown into an established player in the market, they had started with a small team of Magento Developers and recently found a need to greatly expand the level of technical sophistication at their disposal.

By contacting Synergo Group, they were able to hear directly from experts in their fields who are more than happy to work with them on an ongoing collaborative basis. Our goal is always to provide our customers with access to the technical skills they need, combined with a personable approach that allows for a fluent back and forth dialogue.

This combination of technical skills and communication allows every customer to get a clear idea of what is possible at every stage of the creative design process. By feeding what we find back into the discussion, we are able to create end results that the customer loves, and that we are proud to put our name to.

A key issue facing IGIGI was their need to migrate their old patched up Magneto code to the latest environment so that they could further proof their online presence. As part of our collaborative approach, we also liaised with IGIGI along every step of the way to introduce those personal touches and simplifying features which provide the clean and intuitive experience users truly value.

In addition to the coding to provide a solid technical foundation, we were also heavily involved in new additions such as AdWords and SEO to further highlight IGIGI to browsers and potential customers.

We are proud to see the online presence we have been heavily involved in developing continue to go from strength to strength. This is testament to the technical skill and collaborative approach of every member of staff here at Synergo Group.

Synergo Group on Top App Creators’ “Best iPhone App Development Companies” List for April 2017

We are proud to announce that the Synergo Group has been listed under Top App Creators‘ “Best iPhone App Development Companies” List for April 2017.

Prior to the listing, Synergo Group’s services were assessed on a number of criteria including Branding, Reputation, Platform, Innovation and client reviews.

Synergo Group achieved a high score within all aspects of the evaluation process.

The Technical Skills behind a Startup Launch

At Synergo Group we cater for the needs of every business. Whether an emerging brand, established player, or a startup in the very early stages of conception, we always provide best in class service from beginning to end.

 

When we were contacted by a fledgling Classified Ads Startup to lay the foundations for their online presence, we embraced the challenge and set to work developing a brand new system from scratch.

Presented with a vision for creating a simplified and user friendly competitor in the growing online buying and selling market, we took the reins on turning the initial vision into a set of design criteria. With eBay by far and away the dominant player in the market, our mission was to create something new and original that users would flock to, whilst avoiding creating a simplified copy of what was already on the market.

Projects like this really get the creativity and imagination of our technical experts at Synergo thinking. With a blank canvas on which to craft something new and exciting, we always enjoy the challenge of collaborating with customers who have a vision of what they want to create, and need expert assistance to go from conception to delivery.

When we were initially contacted by the customer they highlighted previous bad experiences on freelancer sites and that they were slightly wary about investing more money trying to get their idea up and running. We always aim to go the extra mile, so spoke personally over Skype and provided references to set the customer’s mind at ease.

As the project began, they quickly found the personable approach of all of our staff put them at ease, and gave them complete faith and confidence that their idea was in the best possible hands.

This approach is beneficial for all parties. We have since formed a highly successful ongoing relationship which is focused on continuing to progress this new arrival to the market. We have also since started an additional mobile development project together, a move that typifies Synergo’s commitment to helping every customer with all of their technical needs.

Synergo Group – A Top 10 Promising Provider In 2017

At Synergo Group we take pride in what we do. By putting the customer at the center of our business, we task ourselves with creating clean and intuitive apps that meet their needs, and that users will find indispensable.

 

This approach to uncompromising delivery has resulted in us being voted by the esteemed panel at AppFutura as one of the Top 10 promising app development companies of 2017.

In a market that is full of established players and fledgling startups, we take great pleasure in having our tireless work recognized as being in the top 0.1% of all providers. With over 15,000 providers considered, the scale of our achievement is something that we are very proud of.

Our recent recognition does far than provide some fantastic PR and further entrench our brand at the forefront of the mind of entrepreneurs, it speaks volumes about the diligent and dedicated way every member of our team goes about their business. We have always taken an approach that allows every member of our organization to learn and make a positive contribution to the end product. By fostering a collaborative culture across departments, we have engendered a spirit of collaboration between point of contact and customer. This level of transparent two way communication has allowed us to time and again meet, and then exceed expectations by gaining a unique insight into the customer’s needs and specifications.

Only by truly understanding the initial brief, and then continuously feeding back in the progress made and the result discovered, can you create a product that everybody is happy with. The word “everybody” is the operative word in the preceding sentence. By making everyone involved understand that they have a significant part to play, we have created a culture where excellence is expected, and where customers know that they can rely on the integrity, creativity, and timeliness of the end product.

Giving our staff an opportunity to learn something new every day, and to meet regularly to explore new ideas is essential if we are to continue to keep our place at the forefront of the industry. App development is something that many companies purport to do, but few can carry out with the end-to-end approach that creates something that will stand the test of time and actually solve a real world problem. From day one, our new hires are immersed in a creative environment in which back and forth communication and group problem solving is welcomed with open arms.

We have always believed that problems are best solved in the open, by teams of like-minded people who will each approach a given problem from a different angle. Sitting isolated in a cubicle harms productivity, reduces innovation, and prevents a free flow of ideas from one person to another. None of which benefits the customer or the end product. That’s why we welcome collaborations within our organization, and encourage every member of our team to share their technical skills as they learn from their colleagues. By opening our minds to fresh ideas, we can continue to provide innovative solutions that solve problems and make people’s lives easier. Standing still has never been an option at Synergo Group, we know that if we do that, the size of the industry would overtake us and our customers would go elsewhere. By loving what we do, and also striving to learn something new each day, we are able to stay ahead in a market that continues to see the arrival of new players and competitors on a daily basis.

With accolades and acknowledgement, comes an increased sense of the need to continue providing our loyal customer base with the best in class services that they associate with Synergo Group. Our goal is to never rest on our laurels, and to use our recognition by the experts in the industry as motivation to continue to learn and grow. By empowering every technical member of our team to continue to push the boundaries of their knowledge, and couple this with our proven personable approach to customer service, we aim to create an even brighter future for Synergo Group.

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