Localization is more than translation—it's adapting your entire app experience for new markets. Done right, localization can unlock massive growth; done poorly, it can damage your brand and waste resources.
Localization vs Translation
Key Differences
- Translation: Converting text from one language to another
- Localization: Adapting the full experience for local culture
- Includes: UI, imagery, colors, payment methods, content
🌍 Global Opportunity
70% of global app revenue comes from non-English markets. Localized apps see 128% more downloads per country and 26% more revenue per download.
Market Selection
Prioritization Criteria
- Market size: Total addressable users
- Monetization: Willingness to pay
- Competition: Market saturation
- Localization effort: Cultural distance
Priority Markets
- Tier 1: Japan, Germany, France, UK, Korea
- Tier 2: Brazil, Mexico, Italy, Spain
- Tier 3: Indonesia, India, Turkey, Russia
ASO Localization
App Store Elements
- App name: Localized or keep English brand
- Subtitle: Keywords in local language
- Description: Full translation + local keywords
- Screenshots: Localized UI and text
- Preview video: Localized voiceover/subtitles
"Localized screenshots alone can increase conversion rates by 30-50%. Users want to see the app in their language before downloading."
Cultural Adaptation
Visual Considerations
- Color meanings vary by culture
- Imagery and models should reflect local audiences
- UI layouts for RTL languages
- Date, time, number formatting
Content Adaptation
- Humor doesn't translate directly
- References and idioms need rework
- Holidays and events differ
- Payment preferences vary
UA for Localized Markets
Creative Localization
- Translate ad copy natively
- Use local influencers/voices
- Adapt creative themes to local preferences
- Test local vs. global creative
Channel Strategy
- Japan: Twitter, LINE, Yahoo Japan
- Korea: Kakao, Naver
- China: WeChat, Weibo, Douyin
- Russia: VK, Yandex
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Learn MoreMeasuring Localization Success
- Conversion rate by market
- Retention compared to home market
- Revenue per user by country
- Review sentiment by language
Localization is an investment in sustainable global growth. Start with high-potential markets, invest in quality localization, and continuously optimize based on local user feedback.