A question we often get is: what is the actual ROI impact of localization on my business?
Let’s say you’re interested in localizing. You want a bigger piece of the global marketshare pie, and you’ve seen the positive effects of other companies and competitors who’ve gone global.
But the only thing that’s holding you back from getting started is answering these initial questions. Is it worth it to localize? What am I getting out of it?
There are lots of great stories out there about wildly successful localization strategies, but sometimes, you need to find cold, hard data to justify your business strategy.
We wanted data that looks like this:
This year, we decided to tackle app localization ROI by digging into the data ourselves.
Using data from a sample size of 1500+ selected apps from the iOS App Store and deep-dive statistical analysis carried out by our own research team, we were able to answer 3 key questions, asked most frequently by our clients and readers:
1. Do localized apps have a higher probability of getting featured in the App Store?
We already know that being featured in the App Store has both direct and indirect impact on an app’s organic growth and revenue. We wanted to know whether there is a direct causal link between localization and getting featured.
2. What types of apps are usually localized? Are there any patterns?
Taking a step back, we wanted to look at the bigger picture and see whether apps in certain categories are more likely to localize. For example, what are the trends for going global from your competitors in Travel, Productivity, or Health.
3. How do people apply minimum viable localization (MVL) across the market?
Many apps and games, especially those on shorter production cycles and limited budgets, will consider a minimum viable localization (MVL) approach, which involves testing a new market by translating metadata, and increasing translation and localization efforts if there is traction. We wanted to investigate just how widely adopted this approach was, so we can better offer insights to our current and future clients as to the effectiveness of MVL.
Our research allowed us to gain significant insight into the app world and how localization can be used as a tool for success.
Our answers cover:
- The statistical relationship between localizing and getting featured
- The percentage breakdown of how much of the apps in your category choose to localize
- How much MVL is employed by apps across-the-board
Some of the numbers were surprising, even to us. Here’s an example:
If applied to your unique business and industry, our research will help you decide whether you should localize and how.
Read our app localization ROI report to unlock a key piece of your localization strategy today.
Written by Kerri Lu
Kerri Lu is a content marketer at OneSky. She loves to read and write about tech, and is excited to share localization insights on this blog and @TheKerriLu. In her spare time, she believes in public transportation, fresh produce, and WhatsApp voice messages.