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App Store Localisation | App Promotion Summit London | July 2014

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?

App Store Localisation | App Promotion Summit London | July 2014

  1. 1. App Store Localisation App Promotion Summit, London, 10.07.2014
  2. 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. 3 Dynamo Partners – Our work
  4. 4. Why? = The impact What? = The meta data How? = Best Practise 4
  5. 5. 5
  6. 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. 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. 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. 9 Boom Beach (iPhone & iPad)
  10. 10. 10 Boom Beach (iPhone & iPad) iPad– 24. April 2014: Japanese iPhone – 24.04.2014: Japanese
  11. 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. 12
  13. 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. 14
  15. 15. 15
  16. 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. 17. appstoreoptimization.tumblr.com @StefanBielau Stefan Bielau Managing Partner +49 175 5840160 stefan@dynamopartners.com dynamopartners.com

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