ASO and Localization: Dynamic Duo for Growing Your User Base

Have you ever wondered why Temu gets higher rankings and visibility scores in certain stores while AliExpress dominates others? The key lies in one word: localization.


Growth and localization cannot be separated in your ASO journey. This allows developers to expand their visibility by making their apps available in multiple countries as well as improving their app's likeability and discoverability. The connection is undeniable. If you're building a mobile user acquisition strategy that includes multiple countries, localization should be a non-negotiable item on your checklist.

But why? Even if English is the most widely spoken language in the world, and your app with all English metadata has a 5-star rating and great reviews, it may still fail to impress users whose first language is not English. Consider stumbling across a fantastic app in the store, only to discover that the content isn't in your language. The barriers become clear. Metadata becomes difficult to understand. Hence the importance of mobile app localization and the importance of going beyond simple translation to provide a complete user experience in the language of your target audience.

The innovative translation module makes keyword optimization more efficient, providing users with instant translations. But translation alone is not always enough. It is important to adapt your text to the specific culture you are targeting. Incorporating cultural trends and elements can significantly improve user experience. People love being exposed to aspects of their own culture and developing an affinity for apps such as cultural idioms, events, or visual elements.

In global app stores, adapting your apps to local characteristics is not only beneficial, but essential for a successful ASO strategy. It's important to understand the search behavior of each target audience based on language and culture. Mobile app localization may seem complicated, but the effort and time invested in a perfect strategy will reap the rewards of increased downloads and improved category rankings.

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In this blog post, we will discuss the essentials of app localization and explain its importance to a detailed ASO and app marketing strategy.

Why is it important to localize your App Store presence?

Localization of mobile app stores plays an important role in increasing downloads across various outlets. Google and Apple prioritize localized apps because they provide a better user experience. Both stores offer significant ranking advantages, especially in non-English speaking countries. Users are more likely to choose apps in their native language, even if they are fluent in English. App store localization not only involves translating metadata, but also requires holistic changes, including adapting creatives, images, videos, and even metrics to fit the culture of your target market. Ultimately, localization is the key to increasing conversion rates, driving user engagement, and taking your business to a global level. Here's a simple example showing how localization works: We'll look at this in more detail in the next paragraph. Review Temu's updates in Sweden via: App update timeline, we confirmed that Temu localized the app name, subtitle, description, and screenshots on August 13th. Since this update, Temu's visibility score has increased significantly in Sweden. In early August, the score was 80.6 out of 100, but in November it rose to 86.32. This is just a starting point for examples. Please wait a minute. You can find more information about localization here.


The impact of localization on the regional success of Temu and AliExpress

Let’s look at an example of how localization is important with Temu and AliExpress. Both are shopping apps that offer similar value to roughly the same audience. As a result, both apps closely monitor each other's app store optimization activities.

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The comparison map at the beginning shows different visibility scores for these apps across different regions. This may mean actively leveraging ASO for localization to drive app growth in different locations.

A closer look at each app's localization strategy further confirms this trend. mobile action localization According to the tool, in Romania, Sweden and Greece, Temu localized subtitles and descriptions, while AliExpress kept subtitles and descriptions in their original language. This distinction has delivered tangible results for Temu, including achieving higher visibility and higher category rankings than AliExpress in the region.


But in contrast, AliExpress localized its subtitles and descriptions to Ukraine, which had an immediate impact. AliExpress gets a much higher visibility score and category ranking in this case.


The detailed visibility map below provides a comprehensive comparison.

As you can see from the data above, app localization plays a pivotal role in increasing visibility within a specific region.

It also confirms the hypothesis that when faced with similar choices, customers tend to prefer products with information provided in their native language. This highlights the important role localization plays in influencing consumer decisions.

Localize like a pro with MobileAction's localization and translation capabilities

MobileAction's localization tool provides an overview of your app's localized ASO elements (title, subtitle, description) and their performance in active countries. This helps you identify effective localization strategies, identify potential regions for future localization, and gain insight into your competitors' global strategies. By analyzing localized content, understanding top countries, and comparing the approaches of different apps, you can improve your app's localization strategy to strengthen your market presence.

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You can also use our Keyword Translator tool to assist with your localization efforts. Part of localization comes from translating ASO elements to fit the target country. Keyword Translator allows you to easily translate metadata keywords (20+ keywords simultaneously) into 22 languages ​​(titles, subtitles, and descriptions) for a global audience. By tracking the character count and search score of each keyword, you can also effectively optimize your metadata and quickly adjust your strategy.


Whether you want to strengthen your strategy, expand your user base by incorporating localization into your ASO activities, or seek comprehensive guidance, start your localization journey today. Take the first step by scheduling a MobileAction demo where experts can help you navigate the path to global success for your app.

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