Today people spend an average of 4.2 hours per day using apps on their smartphones. This number proves the necessity of app localization to offer users a native and smooth in-app experience. However, before users can enjoy the app’s content, they somehow need to find the app in the store. Localizing your ASO part is one of the most effective strategies. 

ASO, short for App Store Optimization, is a process of making the app discoverable on the app markets and increasing app conversion rates. Creating an app itself is not the only challenging task: you also need to make it searchable in the app stores. If you create an app localized into different languages and for various regions, you also need to think about localizing ASO materials. 

So, what ASO elements do you need to localize? What to pay attention to? Here is some practical advice on how to make ASO localization fast and painless.

  • App name

App title is the first thing people see when they search for the apps. Therefore, you need to think about how to make app names clear in various locales. Usually, developers don’t translate the app’s name itself. However, they add some brief explanations about what their app is about right away after the title. 

For example, if you have a fitness app, you can add the phrase “weight loss app” to your title in various languages depending on the region. Users might not know your app’s title, but this keyword will help them find you if they search in their native language. 

​​One small ASO secret: adding at least one relevant keyword to the title will make your app rank 10.3% higher than apps without keywords in the title. 

  • App subtitle

App subtitle works as an addition to the app title. It is shown underneath the app title in stores and helps developers describe the app in one phrase. Don’t forget to include some keywords into the subtitle — it will boost your ranking!

Here is an example of how an app title and subtitle are adapted for various locales. 

  • App description  

The description helps users find out more details about your app and what features they can enjoy. It can significantly improve the number of downloads if you make it professional and easy to understand for every user. 

Think about translating app description into your target locales and collaborate with a professional localization team to make it look native. 

Tip: pay attention that Google Play pays greater attention to description than the App Store. Google Play indexes the entire text on the app page, while the App Store goes for the title, subtitle, and keywords. 

  • App icon

It’s a nice idea to change the app icon depending on the locale you’re going to. Users will be more satisfied to see the icon that looks familiar with their region and culture.

Here’s an icon of Hotellook. The team created various icons for different locales. For instance, the Arabic app icon looks the following:  

And this is an app version for Taiwan. You can see how H is replaced with hieroglyphics that mean “Hotel”.

By translating the letter H in the app icon, developers increased conversions in Taiwan by 20%.

  • Keywords

Relevant keywords make it possible for users to find your app in the store. However, it would help if you made keywords different for various language versions in the app stores. People in other countries type in different words while searching for the app. 

Here are some tips on how to find relevant keywords for every locale: 

  • Create a list of competitors in every region as they may vary from one country to another.
  • Don’t simply translate English words (source language) into another language — try to adapt keywords to local search queries.
  • Ask native speakers for the words they are likely to use to search for your app.
  • In some countries, people search in English, not in their native language. 
  • Track keywords of your competitors with specific professional tools like AppFollow and Asodesk.
  • Screenshots and videos

Screenshots and videos tell users more about your app and can help you show the app’s features in detail.

Try to create various visuals for different markets, taking into account cultural peculiarities. You can use various photo models depending on the region to make faces look familiar and native to local users. For instance, in India, users favor images with locals. 

It’s known that a video in the App Store can increase install rates by more than 25%. Thus, it would be best to consider video localization and culturalization for every locale you plan to enter.

Tip: as 40% of users tend to swipe past the first 2 screenshots, we recommend making the first two screenshots as informative and eye-catching as possible

When localizing, consider these ASO elements, and your conversion rates will go up for sure!