Why Mobile App Localization is Crucial for Success
Launching an app into new markets is a key strategy for growth, but it must overcome the language barrier. Given the abysmal retention rates for mobile apps (where only about 3% of users remain after 30 days), an additional language barrier dramatically increases the chances of failure.
Translating your app—making the interface text available in a foreign language—significantly increases the odds that users in diverse markets will adopt and continue using your application.
Translation vs. Localization: A Developer's View
While translation is simply changing the text from one language to another, localization is a much broader process. Localization analyzes and tweaks various elements of your app to ensure the user experience feels native to a specific culture.
Element
Translation
Localization (Beyond Text)
Goal
Language comprehension
Cultural and functional relevance
Scope
App interface text
Name formats, date formats, currencies, images, vertical/horizontal design
Example
Changing "Log In" to "Iniciar sesión"
Configuring forms for Given Name / Paternal Surname / Maternal Surname formats in Hispanic cultures
The level of localization required depends on the app's complexity.
Hybrid Localization: Combines essential localization for all markets with full localization for the largest target markets. This offers a good balance between cost, time, and quality.
Best Practices: The Mobile App Localization Workflow
Localization should not be an afterthought; it must be incorporated into the development cycle from the beginning. Failing to do so can result in extensive code reversal and backtracking.
- Plan and Design for Translation from Day One
Start the design of your app with translation and localization in mind. This not only makes the entire process faster and smoother but also requires you to define success. Create performance metrics based on your goals to objectively measure the success of your translation strategy.
- Leverage a Translation Management System (TMS)
Don't guess what to translate; leverage a TMS (like Lang Q) to guide and manage the complex process. A TMS helps you:
Maintain a central repository for all languages and keys.
Integrate translation memory (TM) to reuse past translations.
Establish clear rules and workflows for different languages.
- Automate Integrations and Workflows
Set up automations from the start to streamline development and translation operations:
Code Integration: Integrate version control tools (GitHub, GitLab) for smooth key management.
Design Integration: Integrate design tools (Figma) early to provide visual context to translators.
Over-the-Air (OTA) Updates: Use an OTA SDK to publish translation changes directly to live Android and iOS production apps without waiting for lengthy app store approvals.
- Execute the Full Translation
When translating the entire app, pay attention to the following technical details:
Resource Segmentation: Ensure translatable resources like text, images, and videos are correctly segmented and mapped.
Text Expansion: Account for text expansion or contraction (e.g., Japanese may take up more vertical space than English) to prevent UI breakage.
Context for Translators: Always provide visual context via screenshots or design files (like Figma) to translators.
Quality Review: Appoint a head of reviewers to manage the accuracy of translations, ensuring proofreading and linguistic review occur at every stage.
- Prioritize Quality Assurance and Monitoring
A single translation mistake can severely impact user experience and adoption. Quality assurance is mandatory both during development and post-launch.
Localization Quality Assurance (LQA): LQA goes beyond language checks to include cultural relevance, technical compatibility, and regional variations. Use LQA testers from different regions to test the app in the target environment before the public launch.
Post-Launch Updates: Establish a process to regularly deliver updated translations to mobile app users and continue monitoring user feedback to maintain quality.
Summary for App Success: To ensure your mobile app translation is successful, remember to:
Plan for localization from the start.
Use a Translation Management System (TMS).
Automate workflows and integrations.
Segment content and account for text expansion.
Conduct thorough Localization Quality Assurance (LQA).