Every year, Merriam-Webster Dictionary adds new words to its mammoth corpus of the English language. When a new word becomes part of the widespread social lexicon and is included in the dictionary, you know that it is probably here to stay. That is certainly the case with the word “app” itself, which stands for “application.” In other words, an “app” is a type of software program that usually runs on a mobile device, such as a smartphone or tablet.
If you’re still on the fence when it comes to whether or not you should localize your app, consider a recent study that showed that localized apps resulted in 128% more downloads per country and a 26% increase in revenue for each country added via app localization, and all within one week of launching the app!
You may think that translation is all you need, but translation is only one part of the entire localization process, which involves engineering, testing, and possibly other design work and coding beyond simply the translation of the text. Therefore, it is always better to trust the professionals when it comes to such a complex process.
Whether you are in the process of designing an app that you want to go global, or you have an existing app and would like to expand its reach to other markets, then you need localization services. However, localizing an app is not the same as localizing a website or a typical software package. Therefore, to help you plan for your app localization, here are a few things to consider along the way:
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Consider localization before you finish the design of your app.
While spreading your app’s reach to foreign markets – or non-English-speaking markets right here in the United States – may not be something that occurs to you until much later, if you do plan on expanding your market overseas, localization should be something you should consider before you complete the design of your app.
By working with a localization service provider during the design phase, you can make sure the design, functionality, and (most importantly) coding will be conducive to localization – this process is often referred to as “internationalization.” This can save a great deal of time money once the localization process begins. For example, not just the text in the user interface needs to be translated, but any units of measure, date/time format, assigning the right language keyboard, etc. all need to be compatible with foreign language needs.
Finally, you also need to consider space and if there will be enough room for the foreign language content on each screen. Some languages, like Spanish, can increase by 15-25% in words when compared to English. For Hebrew and Russian, it can be anywhere from 25-35%.
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What languages do you want to localize?
Do you want to reach the most Internet users as you can? If that is the case, then you should look at where most downloads are originating from, which includes the United States, China, India, Brazil, and a number of other areas. In some of these areas, there are multiple languages and dialects spoken. Your localization service provider can help you determine which are the best languages for a particular market if you are unsure.
Even for a language as seemingly “simple” as Spanish, you still need to decide what variety of Spanish you need, usually between “Castilian” Spanish (which is spoken in Spain) or “Latin American” Spanish, spoken in Central and South America. There are also multiple regional variations of Latin American Spanish and even “U.S. Spanish,” which has been evolving into a dialect all its own over the past several decades.
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Research Your App Reviews and Competitors
If your app has already been released, check your app reviews to see if there are any reviews from people using your app from foreign target markets and see what they have to say. What would make it easier or better for them to use? You can also check out competitors’ apps to see what they are doing, both in terms of the app itself, but also their localization and international marketing strategy.
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Don’t forget about your app page on Google Play or App Store!
If you are trying to reach an international audience, you need to make sure that not only has your app been correctly localized, but that your app page on the major app stores – Google Play, the App Store, Amazon, etc. – have also been localized so that your non-English speaking target market can find you. Having an app localized into Spanish is not going to help if your target audience cannot read about your app before they even download it. They will also likely want to be able to read and leave reviews in their own language.
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Should you work with freelance translators or a localization provider?
While it may seem cheaper to find a group of freelance translators to work on your app localization, it is almost always a better idea to work with a professional localization provider, particularly if app localization is something new to your organization. Managing a group of individual freelance translators can be like attempting to herd cats. Not to mention, while some may be outstanding linguists, they may not have the technical localization expertise needed in the process. A localization provider can provide not only the translation, but all the technical support needed, including a team of expert localization engineers.
In conclusion, if you follow each of these tips, you should have a successful experience localizing your app. The one common thread that runs throughout all of these types, however, is that it is always best to plan ahead and prepare for the localization process in advance. The alternative is to rush a process of translation, coding, marketing research, etc. into a small window that is not particularly conducive to success.
If you would like to learn more about how Translation Source can help you with your app localization project, please email us at info@translation-source.com or call us toll-free at (800) 413-7838 to speak with one of our expert localization project managers.
