My talk on how important localization is for your appstore meta data. Including 4 showcases of success. What elements of your app store presence can be localised? What impact can you achieve with localisation? How to manage and deliver localisation effectively?

1. App Store Localisation
App Promotion Summit, London, 10.07.2014

2. …a boutique consulting firm specializing in mobile apps & services.
Concept Phase: Business & Product
Development
Interim Management
User Acquisition & Mobile Marketing
Analytics
Workshops

3. 3
Dynamo Partners – Our work

4. Why? = The impact
What? = The meta data
How? = Best Practise
4

5. 5

6. 6
 Korean, Sim. Chinese, Japanese
 All marketing assets + app
 Local features by Apple & Review Sites
 Sales: 10x average for 3 weeks post-update
Real Boxing (iPhone)
Games/Sports-02.10.13
All meta data

7. 7
 Translated title & description in 8 languages
 Biggest impact in Brazil, India and Russia
 Non-US markets: +15% organic installs
Lookout Security & Antivirus (Google Play)
Tools – 08/13
Title & Description

8. 8
 French only -> English meta data
 Biggest impact in USA, UK and Canada
 +100% increase of weekly installs & revenue
Trivia Game (undisclosed; Google Play)
Trivia – 05/14
Title & Description

9. 9
Boom Beach (iPhone & iPad)

10. 10
Boom Beach (iPhone & iPad)
iPad– 24. April 2014:
Japanese
iPhone – 24.04.2014:
Japanese

11. 11
Boom Beach (iPhone & iPad)
 Localisation for Japanese
 All meta data incl. screenshots
 iOS weekly downloads: 17x (pre-post comp.)
 iOS revenue: 4x (pre-post comp.)

12. 12

13. 13
40 languages
All meta data incl. screenshots & URLs
Icon cannot be localized
Video tbd. by iOS 8
Link
51 languages
All meta data but no URLs
Localized videos (hosted on YouTube)
Screenshots for 7- and 10-inch tablets
Link
8 languages
Title, texts & KWs, but no artwork
Product features for amazon.com
Video cannot be localized
Link
50 languages
Title, texts & KWs, but no artwork
No videos supported
Link

14. 14

15. 15

16. 16
 Soft-launch w/ 1 language (your native tongue or
English), then…
 …measure biggest demand and localize
 Professional translation service always pay
 Combine w/ native speakers for final proof-reading
 Some languages have long words (i.e. German, Russian,
Indonesian) vs. character limits in title & descriptions
 Apple requires 13 languages for a global feature
 Localize the user journey for best results
UA
=
Marketing
Appstore
=
Sales
UX
=
Product

17. appstoreoptimization.tumblr.com
@StefanBielau
Stefan Bielau
Managing Partner
+49 175 5840160
stefan@dynamopartners.com
dynamopartners.com