Translation = Money
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128% more downloads. 26% more revenue. Higher ranking with GooglePlay, Amazon and the iPhone store. These are results we all want, right? So why isn’t your app translated? In this session, Terena Bell with In Every Language walks you through the hard ROI of localizing your apps for other countries. What do you need to do? What does it cost really? And how can it help you make more money? (Slides from ModevCon presention in Arlington, Virginia - December 2014)
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Translation = Money
- 1. Translation = Money @ineverylanguage #modevcon
- 2. 128% = 1 week
- 3. TRANSLATION Best results in South Korea, China & Japan
- 6. 90%
- 7. 13 = 90%
- 11. Most Downloads France Russia Italy Japan Korea China Brazil Australia
- 12. 80% < 30%
- 15. 85% of global shoppers will NOT buy at all in a foreign language
- 16. People Don’t Buy What They Don’t Understand
- 17. People are 6X more likely to purchase in their native language
- 18. You Already Design A Global App
- 19. Make It A GOOD Global App
- 20. How to Code Apps for Easy Translation • TRANSLATE IT!
- 21. How to Code Apps for Easy Translation • TRANSLATE IT! • Follow Best Practices for Your Platform – Objects Formatting (Labels, Drop-Downs, etc) • iOS: AutoLayout – Date, Time & Currency
- 22. How to Code Apps for Easy Translation • TRANSLATE IT! • Follow Best Practices for Your Platform • Context, Context, Context
- 23. Home?
- 24. How to Code Apps for Easy Translation • TRANSLATE IT! • Follow Best Practices for Your Platform • Context, Context, Context • Manage Translation Correctly – Separate Text Strings from Executable Code – Continue to Provide Context via Screenshots – Offer Any Translation Memory You May Already Have – Allow Collaboration & Encourage Questions
- 25. Is 128% worth it?
- 27. Turn Translation from a Cost Center into a Profit Driver terenabell@ineverylanguage.com @InEveryLanguage
Editor's Notes
- Intro Note presentation style/questions Tweet
- English and Spanish cover 30% of the online population — but add Chinese and you are over 50%.
- What % of web users are in North Am?
- Every day, over 1 mill people logon to the internet for the very first time & they are NOT in North Am – vast majority by phone – more cells in Africa
- App Annie Google Play 1Q this yr – messaging apps & games apps big growth category – Russia, sports apps around Sochi Olympics (tie to events & politic climate foreign markets) ONE English speaking country
- App Annie iOS App Store 1Q this yr – messaging just as much here, finance apps China was key market for iOS App Store growth, both downloads and revenue. iOS App Store revenue in China grew around 70% quarter-over-quarter.
- Circling back to China: 80% of US population online: China’s 30% is greater than our 80% - China has 200 more mill people online – China has had more new users onboard in the last three years than there are in the whole of the US.
- BBC reports Chinese 200 million police monitoring web & apps than they do on the streets – So why am I the only person presenting here on translation?
- When not there you really miss it – why do you miss it?
- So if your app is a paid app and it’s not translated, you’re screwed – If it’s an ecommerce app you’re screwed – basically if it has anything to do w $ screwed
- In 8 country survey, 72.4% of consumers said they’re more likely to purchase if a website is in their native language. 42% of EU consumers never purchase products or services in a foreign language, even if they speak it fluently. In China, this figure grows to 95%. Nelson Mandela once said “If you speak to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” Well, it also goes to his wallet. That’s why the same survey showed that global consumers were, in fact, unilaterally willing to spend more money if a website was in their own, native language.
- More people in Africa surf the web on a cell phone than own a toothbrush. Latin America internet access via mobile grows an average of 50% per year and multiple platform e-commerce alone is growing at 156% in LatAm.
- Keep in mind that as the language of the app changes, objects (e.g. labels, drop-downs) may need adjustments to size and position to fit the new text. In iOS, the Auto Layout best practice allows for this. Another critical best coding practice: Make sure your code is set up to easily update dates, times, and currencies to fit locales.
- JACK
- In a month Harlem Shake Yourself app, David Janner Spanish keywords were also indixed in US iStore - French, Spanish, Italian & Russian did best MakeAppMagazine
- The basic principles you need to reach them are nothing new. Everything I’ve recommended, at its foundation, is just a basic tenant of solid website design. As a professional, you’re used to considering UX as you develop. It just takes a little extra awareness to design knowing that your user may not think, look or speak like you