The cutthroat competition in the mobile apps domain makes it arduous for any new app to rise and gain visibility. But there are a few things you can do to showcase your app to a larger audience, including promoting your app through other channels, listing your app on multiple app stores, and localising your app’s content and services based on the location. App promotion mostly needs investment and might, thus, become inaccessible for indie developers. It’s thankfully much easier to list your apps on alternative app stores. App localization, on the other hand, can open new avenues for your app in ways unexplored earlier.
Food delivery? Printing services? Shopping? In today’s time, there’s an app for almost every need. That’s why, besides offering unique features, one way to attract more users to your application is to make it available in their native languages. In a country like India, with more than 600 million smartphone users, app localization can do wonders in expanding your business. While a multifaceted process, localizing your app can take your business to new heights. Below, we discuss a few things about app localization in India in detail.
What is app localization?
App localization is the process of adapting a mobile app’s UI and functionality to cater to users residing in different geographical locations or target markets. While it sounds simple, it is a multifaceted and difficult task to accomplish. App localization is not merely translating an application’s textual content from one language to another. The translation is only one part of the job. It goes beyond that. App localization means that each asset of your app – be it user interface, features, graphics, in-app copy, app store metadata, or anything else – gets tailored to suit the audience of your targeted market.
Currently, there are primarily two routes for app localization available to app developers: “minimum viable localization (MVL)” and “full app localization.” Minimum viable localization is when you localize an app’s major features, content, app store listing, etc. MVL naturally takes fewer resources and work and is, thus, a perfect choice for apps that are in their initial stages and intend to generate interest quickly. Once the localization elevates to a certain level, the developer can opt for full app localization.
Full app localization is an advanced type of localization that involves transforming every element of an app to adapt to the needs and expectations of every section of the target audience separately. A fully localized application ensures that users from a specific region can use it to its full potential without being repulsed by features they don’t understand because of a language barrier. This type of localization is ideal if you work beyond a specific niche and want to maximize your ROI, reach, user base, revenue, and so on. But because it involves adapting all app elements for each target market, it consumes more time and effort than a minimum viable localization.
Benefits of app localization
As we mentioned already, localizing an application has several benefits. Here are some of its fantastic perks:
Enter the international market
People love it when an app offers its services in their mother tongue or local language. Making an app available in their native language can attract users of a particular region to your app. So, localizing your app can help you to cater to diverse markets like Bharat and earn massive revenues.
Yes, it is hard to opt for a complete localization at once. But even if you go for select countries or regions within a country, there are never-ending opportunities. In such a scenario, the wisest path to take would be to target the audience with higher demands for your app.
Gain advantage over competitors
It is a no-brainer that the smartphone application market has a competitive nature. It is a “survival of the fittest” kind of situation. If your app fails to fulfil your users’ expectations, it will soon vanish.
Almost 30% of users tend to uninstall apps almost instantly after installing them. Moreover, users remove around 90% of apps within a few days of installation. Therefore, app localization provides a smooth and optimum user experience that can give your app a competitive advantage over competitors. By adding a sense of familiarity, apps attract users to try them for longer.
Knowing about the local currency, colloquialisms, units, culture, etc., and incorporating them in your localization can help you beat competitors with poor localizations.
Just because an app is popular in, say, an English-speaking market, doesn’t necessarily mean that it would find the same popularity among other language speakers. If you localize your app content, app description, images, metadata, etc., your app will get improved visibility in app stores. But be careful not to stuff keywords mindlessly, as it can be counterproductive. Instead, perform your research and seek professional support from service providers that help you translate the app and its store listing in a certain language. You’re lucky if you publish your app on the Indus App Bazaar, as it automatically tweaks app store listings to as many as 13 different languages without much effort from the developer themselves. Besides translation, you should focus on having a good App Store Optimization (ASO) strategy.
This will help your app appear to a broader audience and get more downloads. Even if you can’t afford a full app localization at the moment, you should at least localize some elements of your app. This will ensure that people don’t discard your app immediately.
Tap into unlimited sales potential
If you invest in a decent app localization strategy, you can make sales across different regions and boundaries. Based on your target audience, you must conduct thorough market research and use the insights to localize your app. These include localizing your app icons, images, texts, etc. While it might initially seem like a costly affair, the investment would be worth it.
Irrespective of the niche your app targets, you must not overlook the potential of different markets. You must consider how people in Rajasthan, for example, may use a feature differently in Tamil Nadu. By having the right insights on these usage patterns and optimizing app features for users in different locations can increase your chances of more people subscribing to any paid service that your app offers.
Get a positive ROI
A high return on investment (ROI) is almost guaranteed if you invest in app localization. With each market you expand into, your knowledge and experience grow simultaneously. So each step to localize your app becomes more cost-efficient with each upgrade.
While the ROI can vary from company to company. But, a 2020 report shows that localized apps can bring about 128% more downloads.
How is app localization more helpful in India?
App localization makes an app more suitable to users of a specific target market, and India’s diversity makes it a perfect testing and training ground for optimizing your app to different markets and target groups. India currently has a population of over 1.4 billion, with countless distinctive languages spoken within her territory. There are 22 major and constitution-recognized languages in India today. But in reality, over 19,500 dialects are spoken across the country. Interestingly, of these 1.4+ billion, only 12.18% of the population is capable of speaking English. Of those, only a tiny 0.1% have English as their first language. So, it shouldn’t be a surprise that the majority of Indians prefer to consume online content in their mother tongues.
That is why a lot of online platforms, ranging from travel to health to professional networks, provide their content in Indian languages to increase their user base. If there is no option to select their local languages, fewer Indians are likely to use their services. This is evident in the case of LinkedIn, the popular business- and employment-focused social media, which only had 82 million Indians using its platform before it introduced an interface in Hindi. While 82 million may sound massive, it dwarfs in front of India’s count of 750 million internet users.
Your business is less likely to meet its revenue goals without being available to Indian people in their local languages. Translating your app content into languages that make your users feel at home can build trust because effective communication is vital in building trust.
Previous reports have shown that more than half of the users outside of metro cities prefer to use apps in their local languages instead of English. Offering services in a language that a user is most comfortable with is beneficial for user engagement and retention.
Plus, if you want to maximize profits from your app, you simply can’t avoid app localization. As of now, the vernacular content market in India has a value of 53 billion USD, with 73% of India’s internet users using Indian languages. Thus, translating your app elements into Indian languages can help your business scale to a fascinating degree and generate huge revenues.
However, app localization is never a smooth sail. The right app localization requires an in-depth knowledge of a specific culture to understand what people are cool with and what is unacceptable. And India, being home to lots of different cultures, poses severe challenges to app localization. Besides, if you want your app to click with people from a particular part of the country, it is crucial to provide accurate translations. Providing translations that are out of context can make them seem hilarious to native speakers. In such a case, although every word translates appropriately, the lack of coherence makes it hard to comprehend your point. Another problem that arises during localizing an app is its cost. Full localization of an app can be an exhausting and time-consuming process, and app developers often have to bear the burden of high costs.
Indus App Bazaar – your app localization solution
If you are an app developer searching for services that can provide you with flawless, contextual app localization, Indus App Bazaar can be your best friend. After conducting an in-depth study of the language gap between Indian app users, it has come up with a viable solution. And at the time of publication, it has 200 million+ users.
Indus App Bazaar helps app developers entirely translate their app content into 12 major Indian languages. These are Hindi, Urdu, Bengali, Telugu, Tamil, Marathi, Assamese, Gujarati, Punjabi, Kannada, Malayalam, and Oriya. Its app localization services offer contextual translations rather than literal translations. The issues we mentioned that arise with literal translations never come up here.
Moreover, Indus App Bazaar doesn’t rely only on machine-generated translations that can lead to lots of silly mistakes. Instead, translations are verified by human agents, and the chances of errors and misunderstandings go down drastically. Error-free, contextual transactions assist your app in catering to your targeted audience.
And, the best part? Indus App Bazaar doesn’t charge a penny for its app localization services if Indus finds potential in your app. They entirely translate your app content completely free of cost. This reduces a massive load of app developers, as they don’t have to spend large amounts of money on app localization. Thus, they can concentrate on app improvement and providing their users with an optimum experience. On the other hand, you get loads of benefits for uploading your app to the Indus App Bazaar.
In a country like India, where people of many cultures and languages live in harmony yet are so distinct, localizing your app is quite beneficial. Prioritizing English as the primary language of your app can hinder its growth in the Indian subcontinent, such as in the case of LinkedIn. So, app localization in India is not only beneficial but also crucial for penetrating deeper into the market, reaching a wider audience, and getting a guaranteed boost in ROI.
With Indus App Bazaar, you can reach the Indian audience and boost your revenue. By signing up, you can translate your app for free into 12 major Indian languages with the help of real humans and make Indian users feel at home while using your app. So, make sure to use the benefits of app localization in your favour and fully utilize the diversity of the Indian market to increase app traffic.