Presentation of Ilia Kukharev from GameCamp webinar. How to achieve better ASO results with good localisation? How to make such localisation as the process to achieve learning curve and increase its scale? Presentation based on examples.

1. How to localize store page
and app assets to reach
the global audience?
Ilia Kukharev
PM ASO & Organic UA Analytics @ AppFollow
Head of Organic Growth @ Aviasales
Strategic and operational approach

2. AppFollow
PM ASO & Organic UA
2018 and now
Aviasales
Head of Organic Growth
2015
About me
👋
2

3. #1
Largest metasearch flight
comparison website
in Russia and CIS
3

4. 4
👉 For Customer
Support
👉 For ASO and
Marketing
👉 For Product
Management
• Respond to reviews faster with
automations and integrations
• Track review performance and KPIs
• Keyword research and analysis
• Understand app page performance
• ASO reporting and KPIs
• Reviews Semantic analysis
• Categorization to improve
development roadmap
Solution for support managers,
product owners and marketing

5. Over 70k customers worldwide:
5

6. How to localize store page and app
assets to reach the global audience?
6
1. Numbers
2. Localization workflow
a. Store page localization
b. App Localization
3. User support
Agenda 🗒

7. Numbers 📈
7

8. 8
1. India — 190%
2. China — 80%
3. Indonesia — 70%
4. Brazil — 40%
…
United States — 5%
Downloads Growth
leaders:
Numbers 📈

9. 9
1. China — 190%
2. US — 105%
3. South Korea — 100%
4. UK — 85%
5. Japan — 45%
Revenue Growth
leaders:
Numbers 📈

10. 10
Leaders:
South Korea 󾓮
Japan 󾓥
ARPU by country
Numbers 📈

11. Emerging markets
has lower ARPU
11

12. Emerging markets
has lower ARPU
and low entry
barriers
12

13. 13
x60 Growth
Featured
collections
Possibilites
Numbers 📈

14. 14
1. Stable and "free" flow of new users
2. More chances to get featured worldwide
3. Higher conversion rates for subscriptions and in-apps
4. Higher user engagement
5. Monetization with ads in countries with low ARPU
Read more:
How to increase app downloads by 54x using localization
Summary:
why localize?
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15. Localization workflow 🌎
15

16. 16
• MVL — Minimum Viable Localization for the Store page
• Internationalization for the Store page and ASO KPIs
• App Localization and optimization for internal metrics
• User support
Localization workflow 🌎

17. 17
• MVL — Minimum Viable Localization for the Store page
• Internationalization for the Store page⬇
• App Localization and optimization for internal metrics
• User support
Localization workflow 🌎

18. 18
1. Research target languages
and localization opportunities
Hint: Use the UA reports in
Play Console — lots of store
listing visits with low number
of installs are the first target
counties
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow

19. 19
2. Identify major competitors —
to filter the countries with
strong competition
Hint: Try searching your major
keywords to find out if there is a
place for your app in Top-5
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow

20. 20
3. Start the keyword research for the new languages.
Keyword research for Title and Descriptions —
it's almost the same process as for your native language
Use the ASO tools, i.e. AppFollow
a. Create the semantic core — use the translation tools to find out keywords you want to use in
Title and Descriptions. Use Store Suggestions tool to find even more keywords.
b. Ask freelancer to help you create the title and Short description, by providing these keywords
c. Translate the Full description by using selected keywords, keeping the keyword density
d. It is okay to get ideas from the existing apps
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow

21. 21
Keyword research for Title and Descriptions —
it's almost the same process as for your native language
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow

22. 22
4. Use freelancers
to proofread your title
and descriptions
Upwork.com
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow

23. 23
1. Research target languages and localization opportunities.
Use the UA reports in Play Console — lots of store listing visits with low
number of installs are the first target counties
2. Identify major competitors — to filter the countries with strong competition
3. Start the keyword research for the new languages
4. Use freelancers to proofread your title and descriptions
Hint: German 󾓨 , Portuguese (BR) 🇧🇷 and Spanish 󾓫 are the good start
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow

24. 24
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow
Screenshots: show your current screenshots and ask freelancer to
translate CTA's and keep the idea.
On this step do not spend time and budget on creating country-specific
arts.

25. 25
Here is it: we got a complete set of metadata to use on the Store page 🎉
Cheap and Fast process —
this will be a base for "Should we continue?" decision.
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow

26. 26
After several iterations we got a stable flow of users from the
new countries.
It's time to move to the next steps.
MVL — Minimum Viable Localization for the Store page 🌐
Localization workflow

27. 27
• MVL — Minimum Viable Localization for the Store page
• Internationalization for the Store page
• App Localization and optimization for internal metrics
• User support
Localization workflow 🌎

28. 28
Conversion Rate optimization: Icon and Screenshots
+80% CR
Internationalization for the Store page 🔀
Localization workflow

29. 29
+35% CR
Internationalization for the Store page 🔀
Localization workflow
Conversion Rate optimization: Icon and Screenshots

30. 30
Internationalization for the Store page 🔀
Localization workflow

31. 31
1. Get the ideas from direct competitors
2. Learn the local traditions like fonts, colors, etc
3. Consider working with local audience — people on screenshots
4. Stay away from possible offensive or disrespectful materials
5. Create several artworks and test them with internal A/B-tools. Focus on
retention rates, avoid misleading
Another piece of work for your local freelancer
Internationalization for the Store page 🔀
Localization workflow

32. 32
1. Working with the app page graphics can significantly increase app's CR,
bringing new local users
2. Store page optimization also helping to get higher search positions
for keywords — everything in ASO is connected
Internationalization for the Store page 🔀
Localization workflow

33. 33
1. Search downloads and Search conversion rate
2. Number of total ranked keywords
3. Keyword movements
Every action should be tracked and described with numbers
Major ASO KPIs:
Localization workflow
Monitoring progress and evaluating results 🔍

34. 34
ASO Dashboard: The easiest way to track ASO performance
Localization workflow.
Monitoring progress and evaluating results 🔍

35. 35
• MVL — Minimum Viable Localization for the Store page
• Internationalization for the Store page⬇
• App Localization and optimization for internal metrics
• User support
Localization workflow 🌎

36. 36
1. App has a stable flow of new users
2. ARPU, CR to purchase and RR is lower
than your benchmarks
3. Users leaving negative feedback
When?
App Localization and optimization for internal metrics 📱
Localization workflow

37. 37
1. Help non-English speakers use the app
2. Increase time spent in the app and RR
3. Better CR to subscription or in-app
Why?
Numbers: Aviasales app got x5 increase in revenue
for new markets after localizing store page and app
App Localization and optimization for internal metrics 📱
Localization workflow

38. 38
I recommend using crowdin.com
To keep app strings you need the
Translation Management System
Read more:
Android Developer Documentation: Localize your app
Localization workflow
App Localization and optimization for internal metrics 📱

39. 39
1. Upload your base (english) strings.xml
file to the project
2. Select languages you want to use
3. Invite your buddy freelancer to the
project
4. Finish the translation project
5. Put files to /values-de/strings.xml
6. Done (or not)
Localization workflow
App Localization and optimization for internal metrics 📱

40. 40
1. Work close with app developers
2. Add comments to all the strings that can have 2+ meanings
That will help translators to identify the right translation and save time
3. Capture screenshots for all the app pages and mark strings on screenshots
Use the fastlane snapshot scripts to automate this
4. Proofread every major release with the native freelancer
How to make the localization right?
Localization workflow
App Localization and optimization for internal metrics 📱

41. 41
• MVL — Minimum Viable Localization for the Store page
• Internationalization for the Store page⬇
• App Localization and optimization for internal metrics
• User support
Localization workflow 🌎

42. 42
1. Number of reviews will grow
2. You will get reviews in local languages
User support 🤝
Localization workflow

43. 43
1. Number of reviews will grow
2. You will get reviews in local languages
3. Users need support — answer all reviews, at least all negative 1🌟—3🌟
4. Analyze user’s opinion, sentiment and feedback — get insights about local
issues or feature requests
User support 🤝
Localization workflow

44. 44
Analyze user’s sentiment
and feedback —
AppFollow's Semantic
Analysis
User support 🤝
Localization workflow

45. 45
Communicate with users,
ask for feedback
User support 🤝
Localization workflow

46. 46
1. Start with MVL — find the initial batch of countries and languages to test
2. Optimize the store listing — to increase CR
3. Localize app itself — increase ARPU and CR to purchase
4. Measure every step, track all the numbers and KPIs
5. Test, test, test, ...., test — the only way to find the best keywords or artworks is to
test, even 10+ tests per month can be not enough.
6. Communicate with users, analyze sentiment and feedback
7. Get ready for the Growth X 😎
Summary 🍔

47. Thank you.
Ilia Kukharev
PM ASO & Organic UA Analytics @ AppFollow
Head of Organic Growth @ Aviasales
How to localize store page
and app assets to reach the
global audience?
Feel free to drop me a line
linkedin.com/in/iliakukharev
kiv@appfollow.io