We launched in Japan with perfect translations and beautiful localized screenshots. Downloads were fine, but D1 retention was half our US numbers. It took us months to figure out: Japanese users expected different onboarding patterns, different social features, even different button placements. Translation was easy. Understanding the market was the hard part.
Localization vs Translation
Translation: Converting text from one language to another.
Localization: Adapting your entire product experience for a new market—text, visuals, functionality, monetization, and cultural nuances.
Market Prioritization Framework
Tier 1: Easy Wins
- English-speaking markets (UK, Australia, Canada)
- Similar culture, same language
- Test international viability before heavy localization
Tier 2: High Opportunity
- Large markets requiring localization (Germany, France, Brazil)
- Strong app ecosystems
- Reasonable localization costs
Tier 3: Strategic Bets
- Complex but massive (Japan, Korea, China)
- Unique cultural requirements
- Potentially huge returns but higher investment
The EFIGS Starting Point
English, French, Italian, German, Spanish—these five languages cover most of Western Europe and Latin America. Often the best starting point for international expansion.
ASO Localization
Your store presence needs market-specific optimization:
App Name & Subtitle
- May need different positioning per market
- Local keyword research essential
- Character limits vary (Japanese vs English)
Screenshots
- Translate all text in images
- Consider cultural differences in visuals
- Local models/characters often perform better
Description & Keywords
- Native speaker keyword research
- Don't just translate—localize intent
- Local search behavior differs
Machine Translation Kills Conversion
Users spot bad translations instantly. It signals "this app doesn't care about our market." Invest in native speakers for anything user-facing, especially ASO.
Cultural Adaptation
Visual Elements
- Colors have different meanings (red = luck in China, warning in West)
- Gesture icons vary (thumbs up isn't universal)
- Character representation matters
Content Preferences
- Humor doesn't translate well
- Formality levels vary dramatically
- Reference points differ (sports, celebrities)
Feature Expectations
- Social features vary by market
- Payment preferences differ
- Privacy concerns vary culturally
Localized User Acquisition
UA strategy must adapt per market:
- Platform mix: TikTok dominates some markets, not others
- Creative style: Direct vs subtle messaging
- Influencer landscape: Different creators, different platforms
- Seasonality: Local holidays and events
Measuring Localization Success
- Organic search ranking: Position for local keywords
- CVR by market: Store conversion improvement
- Retention parity: Should match or exceed home market
- ARPU by market: Monetization effectiveness
Track Global Performance
ClicksFlyer provides market-level analytics so you can measure localization impact and optimize UA strategy per region.