Suppose that you are crazy to read the latest edition of Harry Potter, so you go to the bookstore and you see exactly what you want right on the first shelf. However, you look through the book and realize it is in another language, so it is not worth buying. Since you were already in the bookstore, you probably might have chosen another title to read.
This can also happen with apps once the user on app stores gives up an app after she or she realizes the language difference, ending up choosing a second option. That’s why the app location is very important.
What is app location?
Basically, app location is the adjustment of an application to another language and even culture. This includes adapting images, videos, screenshots, text, graphics, and, depending on the country, even metadata.
Why is it important to consider the location?
It’s usual to find a much higher offer of apps in English on app stores. However, some countries like Brazil and Russia do not completely master the language, so it would be much easier to have that same app in several languages for this public.
Therefore, investing in location can give more visibility to the application as it will become more accessible and will also increase the audience worldwide. This is essential because the user’s impression of your app will be overall positive and, of course, it might generate more downloads related to its location.
Location x internationalization
The app internationalization begins with the development and design of this product. You enable the app with an adjustment on the software and ensure it is not targeted just to one country, language, culture, etc. It is a setup so the location can be selected in the future.
This way, internationalization builds the software somehow to be globally accessed and location allows that software to suit any market. That means one resource depends on the other.
Location works the same way for all app stores?
The two app stores present a few differences on their functionality regarding location but nothing impossible to be adjusted.
iOS
The Apple Store provides developers with a field for one official language but others can be added.
The store separates regions by territory. If the app has English as official language and an additional location offering Italian, users who already have Italian defined as a mobile standard language or are located in that territory will have the app automatically set to that language.
You can choose up to 28 languages from 55 countries where the Apple Store is available. If there is no additional location on the territory the user currently is, a second language can be chosen.
Google Play Store location offers an interesting proposal. It is possible to find out in which countries an app is more widespread or in which it is not yet released. Thus, languages can be choosen according to the visibility.
The store also differentiates the language of the exact region where the user is located, so that a main language should be chosen but translation comes as an advantageous feature. On Google Play Store, up to 47 languages can be included on your location.
How to use the location?
The location feature can be combined with several elements of your app. Starting with the first step for your application to be found: keywords. In this case, you can count on ASO to come up with strategies to optimize them.
The app name can also be partially modified as long as it doesn’t lose the essence of the brand. After all, words may sound better than others depending on the language.
Promotional text, description, and subtitles are easier to be implemented since a good translation is enough. Changing screenshots and videos is more labor-intensive because they require more production, but are still worth the investment.
It is possible to see how important it is to have a closer relationship with the user through the app location. This add-on of language selection shows them you can offer a range of options even though it is just one single product.
In the end, if your app’s official language is English, your Brazilian user will feel much more comfortable to use your app with Portuguese as an option no matter how much he or she understands the official language.
Beyond location, application optimization is critical to increasing visibility, conversions, and profitability through App Store Optimization. You still don’t know what this is about? Get a customized analysis of your app with RankMyApp!
