Localization Features
The Aviasales SDK and Hotellook SDK are available in 22 languages:
You can start the localization process with metadata. This will allow you to determine whether you need to translate the application into the selected language. The localization of metadata includes everything that users see on the App Store page:
- Title and keywords;
- Screenshots with annotations;
- Description (or part of it).
It can be cheap and quick. One new language takes just one day. The selection of keywords is no different from choosing keywords for your mother tongue’s market. There is only one difference: working with translation systems, for example, Google Translate.
With Google Translate, you can create 20 to 30 basic queries that allow you to see offers through Google Search. You can also create basic queries when working with the Google Ads tool known as Keyword Planner.
You can also obtain information by looking at competitors’ products. Alternatively, ask for help from freelancers; this is a paid option.
After completing all the steps, you will have around 400 to 500 queries from which to select low-frequency ones. This is a better idea at the beginning because you will face minimal competition. Over time, gradually adjust the requests in favor of higher-frequency queries. Adjustment is necessary only when the application has already accumulated a volume of installations.
Translation of Screenshots
Be sure to translate all screenshots. If you adapt the screenshots, even without a full translation of the entire application, users are more likely to download and use the application. Be sure to update all CTA annotations and picture captions.
Translation of the App Description
Google Translate isn’t qualified for creating a description. A description should be correct and look neat to the user. To save money and time, translate the description only partly (the beginning and the most basic information), as users rarely read full versions.
An experiment conducted by Travelpayouts showed the button “More” was pressed by only two people out of 1000.
Localization Isn’t Only the Translation of Text
Each market has its own local characteristics. Focus on them and choose the style that suits the new market. Consider the fact that colors are treated quite differently in different cultures. The color of life in one country can symbolize problems in another. For example, in the Western market, white is the symbol of purity and peace, while in China it’s the color of death. In the Asian market, red and gold are preferred.
Focus on the preferences of users from a particular country. You can learn the specifics of the market from your own experiences or through competitors’ products.
For beginners, we recommend learning from the experience of our top partner about how to create an application. If you’re already at the promotion stage, get useful information from the article about App Store Optimization.