Posted on June 9th, 2016
Localization is an important step in the growth of any app. Many developers focus squarely on the United States, but China has actually surpassed the US in iOS downloads, and Japan continues to produce the most revenue for Google Play. Now, countries like China, Japan, the United Kingdom and Russia represent significant untapped markets for many developers. If you had the chance to increase your app’s potential userbase exponentially, wouldn’t you take it? For that reason alone, localization is a must for any serious app developer. However, the localization process leaves many lingering questions, and not all localizations are created equal. A strong localization takes into account not only your app’s title and keywords, but your screenshots as well. After all, these images will take up the majority of your listing on iOS, and on Google Play they are one of the first elements on your app’s store page. When localizing an app, adding your screenshots is the second step of the submission process - and it should be treated with a proportionate level of importance. Users may never even read your translated description, but they will definitely see your screenshots! The creative used on an app page is crucial for conversion in new territories, so you should try to use localized images whenever possible. For example, if you’re localizing a GPS app for China, you’ll want to trade the US maps for Chinese ones and swap US landmarks in your images for, say, the Great Wall. Similarly, if you’re developing a cooking app, you might want to include images of local delicacies in order to entice new audiences into downloading. When it comes to localization, you’ll want to do as much research as possible in order to truly appeal to users’ sensibilities, no matter what the topic at hand may be. Similarly, some countries may prioritize certain features over others. When positioning your app for a new territory, you’ll want to research trending features and position those towards the front of your screenshots so they will be immediately visible to browsing users. For example, WeChat’s group chat and emojis are hugely popular in China. If your app features something similar, why not highlight it in one of your first two screenshots? Speaking of WeChat, this popular messaging app is actually a solid example of screenshot localization. Check out the app’s first three US screenshots below: And compare them with the app’s screenshots in China: Note how the app has been repositioned ever so slightly to emphasize freedom of communication in the United States, and the size of the userbase (complete with group chatting and emojis) in China. When localizing your app, your first two screenshots can make all the difference for conversion, particularly on iOS. Just take a look at the search results below: Each listing only has room for two screenshots, and if your app has a video - like WeChat (pictured above) does - that only leaves you with one screen to convey your most vital points of information. Suddenly, that subtle difference in screenshot ordering between territories becomes absolutely vital. Localizing your app may seem complex, but in the end it’s all about understanding the wants and needs of each territory you enter. Translate the language in your screens, use images that local audiences can relate to, and reposition your most important features towards the front of your screenshots, and you’ll have a solid foundation for any new territory you decide to venture into.
Posted on May 23rd, 2016
While optimizing your app’s keywords, title and short description is vital for growing your visibility organically, all the visitors in the world mean nothing if they don’t download your app. The goal of a conversion strategy is just that - to make a higher percentage of visitors hit that “Get” button. Optimizing for conversion is a vital part of a successful App Store Optimization strategy, yet it’s frequently overlooked in favor of emphasizing keywords and title. We’ve all seen apps that stuff as many keywords as possible into their titles and descriptions, and while those apps may rank for trending terms, their muddled language and inconsistent callouts do them no favors when it comes to getting users to convert.
Posted on May 5th, 2016
App Store screenshots are phenomenally important for your app’s organic growth. Given that over 60% of downloads are from users searching in the App Store, your screenshots are very much at the forefront of the conversion funnel. Aside from user ratings, once store browsers reach your app in the search results page, allure your screenshots’ design will decide whether they click through and download it or not. If your app supports both Landscape and Portrait mode, then choosing the right orientation for your store screenshots will matter as well.
Posted on April 15th, 2016
The launch of the iPhone and the App Store in 2007 heralded a new era in mobile technology. More specifically, it led to the explosive growth of smartphones and related technologies such as app development. The expansion of the smartphone space led to the creation of new terminologies and vocabulary specific to the industry. Here are some of most common terms and acronyms in the mobile app space and mobile marketing: