How Localized ASO Boosts Global App Downloads

Want more app downloads? Localised ASO is the key. Apps tailored to specific regions see up to 128% more downloads and 26% higher revenue per country. Localisation goes beyond translation - it's about aligning keywords, visuals, and content with local preferences to connect with users worldwide.

Here’s what you need to know:

• Keywords: Adapt search terms to match how users in different regions search for apps.
• Visuals: Update screenshots, icons, and colours to resonate with local audiences.
• Content: Use language and messaging that feels natural to users in each market.

Success stories like Candy Crush Saga and Ludo King show the power of localisation, with billions of downloads achieved through region-specific strategies. By focusing on regional preferences and continuously refining your approach, you can grow your app globally.

Quick Tip: Start with priority markets, adapt metadata and visuals, and track performance metrics like downloads, conversion rates, and retention to ensure your efforts are effective.

How to Localize Your App Store Optimization for ANY Language

Core Elements of Localised ASO

Creating a strong localised App Store Optimisation (ASO) strategy means focusing on three main areas: keywords, visuals, and content. Each plays a crucial role in making your app feel relevant to specific markets while maintaining its global appeal. Together, these elements can significantly improve visibility and conversions across diverse regions.

Keyword Localisation

Keyword localisation is more than just translating words - it’s about understanding how users in different regions search for apps and tailoring your approach to match their habits.

"Localizing your keyword research is essential to connect with users in each market. Simply translating your keywords isn't enough - different regions have their own search habits, cultural nuances, and terminology." – Alexandra De Clerck, CMO at AppTweak [2]

The App Store supports 40 locales, allowing app metadata to reach users in multiple languages and regions [3]. This creates a huge opportunity to engage users in their preferred language and cultural context.

Search habits can vary widely, even within the same language. Take the language learning app Babbel, for example. In the UK, users might search for "learning" when looking for educational apps, but Spanish users are more likely to use the term "cursos" (courses) [3].

"To improve impressions in other regions, it's essential to localise your keyword strategy by translating and adapting keywords to suit different languages and cultural contexts. This involves a literal translation and a deeper understanding of regional search behaviours and user preferences." – Yodel Mobile [3]

To get this right, you need native speakers who understand both ASO best practices and the cultural nuances of their markets [2]. Once keywords are tailored to a region, the next step is ensuring the visuals match the local audience.

Visual and Creative Localisation

Visuals are often the first thing potential users notice when browsing app stores. Screenshots, icons, and promotional images need to align with local preferences and cultural expectations to make a strong impression and boost conversions.

Adapting visuals means showcasing features that resonate with specific markets. This could involve highlighting different app functionalities, selecting culturally relevant imagery, or tweaking colour schemes to suit local tastes. For instance, colours can carry different meanings across cultures, so choosing the right palette is crucial.

Screenshots should also include localised text and focus on features that are most appealing in each region. By doing this, you ensure that your app’s visuals feel relatable and inviting to users from diverse backgrounds.

Once the visuals are tailored, the written content must also hit the right notes for local audiences.

Content Adaptation for Local Markets

Adapting content goes beyond simply translating text. It’s about using language, expressions, and messaging that resonate with your target audience in each region.

This requires understanding how different cultures communicate and what kind of messaging connects with their values. For example, some markets may prefer detailed descriptions of features, while others might respond better to short, benefits-focused copy. The tone of voice, choice of words, and even the focus of your messaging should align with the preferences of each market.

Native speakers play a key role here - they can help ensure the language feels natural and authentic, incorporating local expressions, cultural references, and communication styles [2]. This makes your app feel like it was designed specifically for that audience.

Content adaptation also includes optimising metadata like the app name, subtitle, and keyword fields. These elements not only need to perform well in search algorithms but should also clearly communicate your app’s value in a way that resonates with local users.

How to Implement Localised ASO: Step-by-Step Guide

To effectively tailor your app for global audiences, localised ASO requires a structured, step-by-step approach. Here's how to get started.

Review Your Current App Store Setup

Begin by auditing your app store presence - this includes your title, description, screenshots, and videos.

"Effective ASO includes comprehensive localization, not just translation of text. To maintain global appeal while being locally relevant, it's crucial to adapt your app's content and marketing messages to reflect the cultural nuances of different regions." [4] - Phuc Nguyen, App Growth Consultant at AppTweak

Check your metadata for each market. Does your app title, subtitle, and description sound natural in the local language, or do they come across as direct translations? Also, review your keyword strategy: Are you using terms that local users are actively searching for?

Your visuals matter too. Screenshots, icons, and even currency symbols should align with local preferences. A/B test these elements to see what resonates most with users in different regions [4]. Once you’ve documented your app’s current state, move on to analysing what your competitors are doing in these markets.

Research Competitors in Target Markets

Understanding your competitors in each market is key to refining your localisation strategy. Start by identifying them through keyword searches in the local language. Explore sections like "You Might Also Like" or "Similar Apps" to discover apps that may not be on your radar [5][6].

Dive deeper into their strategies. Look at how they structure their titles, descriptions, and keywords, and how they use visuals to appeal to local users. User reviews can be a goldmine of information - positive comments reveal what users appreciate, while negative ones highlight areas where your competitors might be falling short [5].

Keep an eye on updates to your competitors' apps as well. These can offer clues about new tactics you might want to adopt or adapt [7]. Use these insights to refine your approach, but aim to innovate rather than imitate [7].

Choose Priority Markets and Languages

With competitor insights in hand, focus on markets with the most potential. Instead of trying to localise for every region at once, narrow your efforts to three to five high-priority markets.

Look at your download and revenue data to identify where your app is already gaining traction. Also, consider markets where competitors are excelling but where your app has room to grow. By concentrating on these regions, you can allocate resources more effectively and perfect your localisation process before scaling further.

Adapt Metadata and Visual Assets

Once you’ve chosen your priority markets, it’s time to adapt your app’s metadata and visuals. This goes beyond simple translation - it’s about cultural adaptation and understanding what resonates locally.

For metadata, conduct localised keyword research to find terms that are both popular and less competitive in the target language [1]. Update your title, subtitle, and description to include these keywords naturally and ensure they address local users' needs and expectations.

Visual elements also need a local touch. Update screenshots to reflect local user interfaces, currencies, and culturally relevant imagery. For example, an app might highlight local sports or use region-specific currency symbols in its visuals. A/B testing these creative assets will help you determine what works best in each market [1].

Monitor Performance and Make Improvements

Localisation isn’t a one-and-done task - it’s an ongoing process. Regularly track your app’s performance in each market to identify areas for improvement.

Keep an eye on rankings within your app’s category and compare them to your competitors to gauge progress [4]. Metrics like impression-to-download conversion rates, keyword rankings, and user acquisition costs are crucial for evaluating success.

User reviews and ratings can provide valuable feedback. Encourage happy users to leave positive reviews and address negative feedback promptly to build trust and credibility [4]. If certain keywords aren’t performing well in a specific market, research alternatives that might better match local search habits.

How to Measure Localised ASO Results

After implementing localisation strategies, it's crucial to measure their impact. Without tracking results, you're essentially working in the dark. This section breaks down the key metrics and tools you need to assess your efforts and compare performance effectively.

Key Metrics for Localised ASO Performance

Download rates are your primary marker of success. Keep an eye on downloads by region and compare them to pre-localisation numbers. This will help you identify which markets are growing steadily and which might need extra attention.

Conversion rates are equally important. They show how well your localised app store listing convinces users to hit "download." A good localisation strategy should lead to a noticeable boost in these rates, as your content aligns better with local audiences.

User engagement metrics go beyond downloads to reveal how users interact with your app. Metrics like session length, usage frequency, and feature adoption rates can show whether your localisation efforts are creating a meaningful experience for users.

Retention rates are a solid indicator of long-term success. Track how many users stick around after 7, 30, and 90 days. Strong retention suggests your localisation resonates with users' expectations and preferences.

Region-specific ratings and reviews offer valuable qualitative feedback. Look for changes in sentiment and specific mentions of language, relevance, or features. Positive trends here often point to successful localisation efforts [1][8].

These metrics collectively demonstrate whether your localisation strategies are driving global growth.

Tools for Tracking and Analysis

To effectively measure localised ASO, you'll need the right tools:

• AppTweak, App Annie, and Sensor Tower: These platforms provide detailed analytics, including region-specific data, keyword performance, and competitor comparisons. They let you filter data by country, language, and app store category [1][10].
• Google Play Console: For Android apps, this tool offers built-in analytics, including geographic performance data. Use its acquisition reports to track organic installs by country and evaluate keyword performance in different markets.
• A/B testing platforms: These tools let you experiment with localised elements like screenshots, descriptions, and keywords. By testing variations with different user segments, you can pinpoint which changes drive the best results [1][9].

For Australian audiences, ensure your tools display data in local formats - AUD for revenue, DD/MM/YYYY for dates, and metric measurements. This makes it easier to share findings with stakeholders and make informed decisions for the local market.

These tools give you the insights needed to fine-tune your localisation strategy based on actual performance.

Before and After Performance Comparison

A structured "before and after" analysis is essential to evaluate the impact of localisation. This comparison not only highlights successes but also justifies further investment in localisation efforts.

Monitor these metrics over a period of three months to account for seasonal trends. Sustained improvements indicate that your localisation strategy is working, while temporary spikes may signal the need for further adjustments.

If certain regions don't perform as expected, dig deeper. Check for overlooked cultural nuances or increased competition. Regular tracking and analysis ensure your localisation efforts remain effective and evolve alongside market demands.

Best Practices for Australian and Global Markets

When it comes to localisation, meeting Australia's specific needs while adapting to global market demands is key. These practices ensure your ASO efforts hit the mark.

Australian Market Localisation Requirements

To resonate with Australian users, your app needs to feel authentically local. This involves paying attention to the finer details that matter most to Australian audiences.

Start with date and currency formatting. Australians use the DD/MM/YYYY format for dates (e.g., 15/03/2025), and prices should always appear in Australian dollars ($19.99 AUD). Missteps here can confuse users and erode trust.

Then, there's Australian English spelling - a small but important detail. Words like "colour", "organise", and "favourite" should follow local conventions. These adjustments show respect for the audience and enhance credibility [1].

Don't forget metric measurements. Australians expect distances in kilometres, weights in kilograms, and temperatures in Celsius. If your app deals with measurements, ensure these align with what users encounter in their daily lives.

Visual elements also play a big role. Images should reflect Australia's seasons and culture, incorporating recognisable landmarks or symbols. For example, summer visuals in December make sense for Australians but not for users in the Northern Hemisphere. Additionally, include local payment options like PayID and BPAY to make transactions seamless.

Apps that succeed in Australia often share these traits: proper spelling, clear AUD pricing, and visuals tailored to local culture. These features not only boost downloads but also improve user engagement [10].

Now, let’s shift focus to how localisation works on a broader, global scale.

Global Market Localisation Tips

Localising for global markets means tackling a diverse array of challenges, from seasonal shifts to regulatory differences.

Seasonal differences are a prime example. While Australians are enjoying summer in January, Europe and North America are in the depths of winter. Your app's promotions, seasonal content, and features need to reflect this. For instance, a fitness app might advertise outdoor activities in Australia but indoor workouts in colder regions during the same period.

Local regulations also require attention. Laws like GDPR in Europe and Australia's Privacy Principles (APPs) govern data collection and user consent. Failing to comply can lead to app rejection or legal trouble. Make sure your app store listing clearly communicates compliance to avoid these pitfalls [1].

Cultural customs and holidays shape user expectations. Adjust your content to align with local holidays and norms. What works in one country might not resonate - or could even offend - in another.

Payment preferences vary widely. While credit cards are common in some places, others lean towards digital wallets, bank transfers, or even cash-based systems. Highlighting local payment methods in your app store listing builds trust and encourages downloads.

Finally, keep an eye on local competition. Analyse successful apps in your target markets to understand their keyword strategies, visuals, and messaging. This research helps you stand out while meeting user expectations.

Keeping Localisation Current and Relevant

Localisation isn’t a “set it and forget it” process - it’s an ongoing effort. Markets shift, user preferences evolve, and competitors refine their strategies.

Regular updates based on user feedback, seasonal trends, and competitor actions are essential. Pay attention to app store reviews, support tickets, and user surveys for mentions of language issues or requests for local features. Often, users point out localisation gaps that automated tools miss.

Track performance data to see which localisation efforts are paying off. If certain markets show declining engagement, use these insights to guide future investments in localisation.

For businesses aiming to refine their localisation strategies, working with experts like Cybergarden can simplify the process. Their experience in app development and iterative testing ensures your localisation efforts are both effective and transparent, whether targeting Australian or global markets.

Ultimately, successful localisation is an ongoing commitment. By staying adaptable and responsive, you’ll keep your app relevant and engaging, no matter where your users are.

Conclusion: Growing Your App Globally with Localised ASO

Localised ASO is a game-changer - apps tailored to specific markets can see up to 128% more downloads and 26% higher revenue per country [12][1].

But localisation isn’t just about translating text. It’s about creating genuine connections by respecting cultural norms, adapting to user preferences, and speaking their language. Take iVisa, for example. When they customised their product pages for markets like South Korea, New Zealand, and Australia, they cut over $12,000 in costs from their Apple Search Ads campaigns by lowering their cost-per-install [1].

Success in localisation hinges on a thoughtful, data-driven strategy. Start by researching and prioritising the right markets. Then, dive into localised keyword research and ensure your app store listing reflects the in-app experience. Keep in mind that what works in one region might not resonate elsewhere, so testing and ongoing optimisation are essential. This methodical approach ensures you’re not only meeting the needs of Australian users but also positioning your app for global appeal.

For the Australian market specifically, attention to detail can make all the difference. Using DD/MM/YYYY date formats, pricing in AUD, and offering payment methods like PayID and BPAY shows users you understand their expectations. These small but important adjustments build trust and foster long-term engagement.

If you’re ready to take your app global, working with experts like Cybergarden can simplify the localisation process. With their expertise in app development and a transparent, iterative approach, they’ll help ensure your localisation efforts are both efficient and impactful. Whether you’re focusing on Australian users or branching into international markets, their support can make navigating this complex process far easier.

The numbers speak for themselves: users are 30% more likely to engage with an app available in their local language [11]. By treating localised ASO as an ongoing effort rather than a one-time task, you’re not just boosting downloads - you’re building meaningful, lasting relationships with users around the world.

FAQs

How do I decide which regions to focus on first for localised ASO?

How to Identify the Best Regions for Localised ASO

When deciding where to focus your localised app store optimisation (ASO) efforts, it’s essential to start with a solid evaluation of market opportunities. Look at regions with high app store traffic and strong revenue potential. If your app already has an active user base or positive reviews in certain areas, that’s a clear sign of untapped growth opportunities worth pursuing.

Another key step is diving into regional search trends and keyword data. This helps you pinpoint markets where there’s a strong demand for the features your app offers. At the same time, it’s important to understand local preferences and adapt your app’s content to align with those expectations. A little localisation can go a long way in making your app feel relevant and engaging to users in a specific region.

By combining these insights, you’ll be able to focus your efforts on markets where your app is most likely to thrive.

How can app visuals be adapted to better connect with diverse cultural audiences?

Adapting App Visuals for Different Audiences

Designing app visuals that connect with diverse audiences means aligning your design with local tastes and cultural norms. This could involve using colours, symbols, and imagery that hold specific meanings in a particular region, while steering clear of anything that might be misinterpreted or seen as insensitive. By reflecting local aesthetics, you not only make your app more engaging but also create a sense of trust and familiarity.

It's also worth paying attention to details like icons, typography, and other visual cues. For instance, a hand gesture or symbol that’s common in one country might carry a completely different meaning elsewhere. Doing your homework and adjusting these elements thoughtfully can make all the difference. Customising visuals in this way helps ensure your app feels natural and relatable, no matter where it’s used.

How can I track the success of my localised ASO strategy and keep improving it?

To measure the effectiveness of your localised ASO strategy, keep an eye on critical metrics like organic downloads in targeted regions, app store rankings for localised keywords, and user engagement metrics such as retention rates and daily active users (DAU). These numbers reveal how well your app connects with users in different markets.

It's important to regularly analyse performance trends in each region to pinpoint which localisations work best. Use this information to fine-tune your app's keywords, descriptions, and visuals so they remain relevant and attractive to your audience. By consistently refining your approach, your app can maintain its edge and achieve steady growth across multiple markets.