How to Localize an App for Global Reach
To expand a software product into new markets, the development team has to consider making changes on the technical and cultural levels of the interface. App localization is necessary, as most users prefer to use applications in their own language and according to their own conventions.
This guide presents technical details related to implementing these extensions, which can influence how a SaaS application operates within various cultural contexts.
Konzept-Schnappschuss
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Kategorie: App Internationalization and Localization
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Genutzt von: Global SaaS platforms and vendors
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Hauptzweck: Enable software cross-cultural market expansion
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Verwandte Konzepte: Marktexpansion, Global payments, SaaS-Umsatzsteuer, Regional pricing
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Wachstumsphase: Globale Expansion
Establish Selection Criteria and Externalize UI Strings
The first step is to carry out an audit of the code in your application to find all the hardcoded strings and move them to different files outside the application.
Before giving the technical aspects a boost, it is important to consider whether to go for the approach of Minimum Viable Localization oder Full Localization and that is by checking if the area where the audience is located represents more than 5% of the traffic or if the conversion rate from trial-to-paid conversion is less than 20% that of the primary market. This kind of design allows the software to load different language files based on the user’s language settings and leave the core logic untouched.
The use of keywords establishes a framework that can accommodate the potential incorporation of additional languages. Marktexpansion informed by data may contribute to avoiding investment in markets where product adoption is less probable. A well-defined strategy could enable the concentration of resources on areas that have the potential to affect SaaS-Produktentwicklung and its associated profitability.
For web applications, use a format like JSON, and for mobile app localization, use the ARB/Strings files. This makes them compatible with most Translation Management Systems (TMS).
instead of button.label = ‘Submit’, use button.label = i18n.t(‘auth.submit_button’). The value for ‘auth.submit_button’ is then stored in an en.json file as ‘Submit’ and in an es.json file as ‘Enviar’.
Free Global App Localization Checklist
Optimize your app expansion with this actionable mobile app localization framework.
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Step-by-step internationalization roadmap
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Regional technical format standards
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Market-specific cultural adaptation tips
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Linguistic QA and testing workflows
Source and Manage Professional Translations
Once your resource materials are ready, you can either go for machine translation, human translation, or a combination of the two.
Machine translation can provide a rapid solution, but it may not fully capture the nuances required for a SaaS platform, which could cause user comprehension issues.
Linguist specialists with software knowledge translate industry-specific terms, aiming for consistency across the platform. By using native speakers, you have control over the perceived tone, which can relate to the level of trust established with international customers.
High-quality translation is a prerequisite for a successful internationalization strategy.
Ensure that your translators are equipped with a “Glossary of Terms” to explain what should be done with words and slang specific to the brand and/or technology that need to be translated.
Managing global sales involves factors beyond language proficiency. PayPro Global fungiert als ein Merchant of Record, taking care of localizing the checkout pages with the correct currencies, languages, payment methods and SaaS-Umsatzsteuer rates (VAT/GST) based on the user’s IP address.
Free Global App Localization Checklist
Optimize your app expansion with this actionable mobile app localization framework.
-
Step-by-step internationalization roadmap
-
Regional technical format standards
-
Market-specific cultural adaptation tips
-
Linguistic QA and testing workflows
Implement Flexible UI and RTL Support
die consistency of translated text can influence the presentation of columns and navigation menus.
For example, German words tend to be approximately 30% longer than their English counterparts, and Arabic and Hebrew necessitate a right-to-left (RTL) interface direction.
Employing an “auto-layout” approach in responsive design can assist in adjusting buttons, containers, and margins to fit localized content. This practice is intended to promote a consistent user experience. Incorporating such practice in the design of a flexible layout helps to avoid UI/UX-Design bugs that will wreck the user’s experience.
A fundamental UX principle is to consider Skalierbarkeit when designing any software, be it a single application or an entire suite.
Pseudolocalization is an activity that developers carry out in this stage of the process in order to identify any layout breaks that might occur during the process of translating the text. This is achieved by substituting the English text with elongated versions or characters from other languages to see if the buttons overlap or the text disappears.
In 2024, a report suggested that apps that used right-to-left layouts showed better Customer Retention Rates (CRR) in the Middle Eastern markets as opposed to those that had only translated the text.
|
Sprache |
Text Expansion (Est.) |
Reading Direction |
|
Englisch |
0% (Baseline) |
Left-to-Right |
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German |
+25% to +35% |
Left-to-Right |
|
Japanese |
-10% to -20% |
Left-to-Right |
|
Arabic |
+10% to +20% |
Right-to-Left |
Free Global App Localization Checklist
Optimize your app expansion with this actionable mobile app localization framework.
-
Step-by-step internationalization roadmap
-
Regional technical format standards
-
Market-specific cultural adaptation tips
-
Linguistic QA and testing workflows
Localize Technical Formats and Visuals
Usually, the emphasis is placed on the words, while numbers, datesoder icons are crucial too.
Variations exist across regions regarding decimal separators and date formats, such as the DD/MM/YYYY format common in Europe.
Beyond numerical data, the presentation of icons, including a “mailbox” or “money bag,” can vary by region, possibly influencing recognition. Correct formatting prevents issues with the operation of the Abonnement or the accumulation of correct information.
In addition, proper Konformität increases the trust of the consumers in the company.
in der US, the date is written in the format of MM/DD/YYYY. It is advisable to avoid such a construct, as it could potentially cause confusion among European users of the site who follow the pattern of writing the day first.
Technical localization also includes adjusting currency symbols und Globale Zahlungen functions.
As an example, the dollar sign ($) is used in most countries, but the value of the currency is different in the US and in Australia.
Startups using regional pricing may experience a change in Konversionsraten, potentially influenced by the product’s perceived alignment with the local economy.
Free Global App Localization Checklist
Optimize your app expansion with this actionable mobile app localization framework.
-
Step-by-step internationalization roadmap
-
Regional technical format standards
-
Market-specific cultural adaptation tips
-
Linguistic QA and testing workflows
Perform Linguistic and Functional Quality Assurance (QA)
Testen helps to ensure that the translated strings fit into the UI and that there are no broken texts or placeholders that appear to the user.
This process involves smoke testing, in which a tester opens the app in the target language and looks for extensions or text that is cut off.
Identifying and addressing bugs in this stage tends to be less costly compared to addressing them after the product’s global release. Total QA includes the verification that the cultural aspects are consistent with the needs of the native speaker.
Functional testing is an important part of the SaaS-Produktlebenszyklus.
To reduce complaints regarding app display variations across screens, consider conducting on-device testing. Wargaming employed this strategy, including beta testing in select regions, which appeared to correlate with the detection of user churn potentially linked to translation quality. By the time you reach this stage, your integration testing has covered all the locales.
Free Global App Localization Checklist
Optimize your app expansion with this actionable mobile app localization framework.
-
Step-by-step internationalization roadmap
-
Regional technical format standards
-
Market-specific cultural adaptation tips
-
Linguistic QA and testing workflows
Execute App Store Optimization (ASO) for New Markets
To push downloads, you have to consider the localization of the metadata on the Apple App Store and the Google Play Store. This includes translating the app title, the subtitle and the keywords with what is relevant to the local audience and not just the word-for-word translation.
The case of World of Warships Blitz suggests that modifying the metadata can increase the number of impressions by 35%. Customizing the presence in your store is the right strategy to get your first 100 customers in a new market.
Effektive ASO is an important part of any SaaS Go-to-Market-Strategie.
Use a tool like App Radar to find the keywords with the highest search volume in your target country. Do not assume that the translation of the English term or phrase containing your keyword in its literal form is what users are looking for.
Schlussfolgerung
Um eine successful SaaS product that is available in all parts of the world, it is necessary to start shifting away from the use of a single market codebase and towards an internationalized one.
Allocating resources to market selection und layout consistency testing may contribute to a product that offers a user experience resembling a native one across different regions. Focusing on the maintenance and updating of localized metadata may improve the product’s visibility in regional search results and increase revenue.
FAQ
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Internationalization is the process of modifying the code of an application to support different languages and regions without the need for major changes in its engineering. Localization is a further step of taking the updated text and other components of the interface that have been translated and adjusting them in order to match the tastes of a particular area where the product is being launched.
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Nutzen Sie die SaaS-Analysen tools you are already using to track SaaS usage to find out about countries with high organic traffic but low conversion rates. Typically, companies start their expansion into new markets with FIGS (French, Italian, German, Spanish) or major areas like Brazil and Japan, where users prefer to use applications in their native language.
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Modifying metadata with relevant keywords in the target market’s language can increase app store impressions by up to 35%. Modifying metadata with relevant keywords in the target market’s language may affect app store impressions. Similarly, using the audience’s language in the title and description can influence the app download rate, potentially relating to their comprehension of the app’s purpose.
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While machine translation offers speed and cost benefits for initial drafts, it may not fully capture technical details or cultural nuances. For crucial parts of the UI elements or the onboarding flows, it is better to use professional human translators who are quick to understand the meaning and preserve your brand voice.
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die ROI can be calculated by comparing the growth in revenue in a particular area with the cost of translation, localization, and testing. Typically, it does take 6 to 9 months to reach the break-even point when user acquisition costs start to decrease, and the retention rates increase.
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In the cases of Arabic and Hebrew, translating alone is not enough; the entire UI/UX design also has to be mirrored according to the patterns of reading in the local area. The interface’s usability for users in regions requiring RTL may be compromised if RTL support is not implemented.
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Yes, effective localization also includes the consideration of regional pricing, which needs to be adjusted to the local currencies and the purchasing power parity. In terms of SaaS, the use of a Merchant of Record wie PayPro Global can help in this by showing the prices in the local markets and also taking care of the SaaS-Umsatzsteuer.
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