The advantages of translating apps

App translations provide three advantages for companies looking to export their products and services to other markets.

First, translating the contents of these programs expands the target user base. Numerous studies highlight how most people prefer language settings in their native language, so that they can use these tools correctly and avoid making mistakes.

The first advantage automatically gives rise to a second one: a boost in the number of downloads. When an app is available in several languages, in versions adapted to more target audiences, more people are willing to download it.

The first two advantages are linked to attracting new customers, whereas the third one focuses on loyalty. The ultimate goal is not only achieving a high number of downloads, but also ensuring that people continue to use this channel so that it generates increased sales of the products/services provided.

Brand awareness, more downloads and user loyalty are the main advantages of translating apps, as long as the right target language is chosen.

Target identification

Rigorous market analysis is necessary when identifying the right target. The company must identify current and potential countries with a high demand for products/services, in order to maximize opportunity for successful business expansion.

Step 1 is followed by deciding on which language to use to achieve the advantages. We suggest not settling for a popular language: Do not be afraid to choose specific languages when translating.

This process will make attracting the target audience much easier. Search engine hit lists depend on the words we type and therefore on the language we use for queries. The hits for someone who types in Italian will differ greatly from anyone typing in Chinese. This is why translating this content becomes crucial for appearing among the top search hits.

There are other advantages, which can be further leveraged by an additional step called “localization”.

Localization

Unlike simple translation, which enables users who speak different languages to access and understand the digital content, localization goes one step further, by adapting and customizing to align the digital product with the linguistic and cultural habits of the new target user.

Localization is all about adapting content, even to culture. It is not limited to faithful translation and includes expressions best adapted to the customs and habits of the new target. People who live in different parts of the world use different expressions to convey the same concept. The literal translation of common sayings often makes very little sense. Therefore localization consists of customizing content so that it is familiar and understandable to the target audience.

Cultural adaptation applies to words and many other aspects too:

• symbols;
• icons;
• images;
• videos;
• data;
• time;
• currency;
• etc.

All these elements vary according to geographic location. Adapting them to the target culture generates an enormous advantage for the user experience.

Those who develop applications are all too aware of just how crucial this aspect is for ensuring an app’s and its company’s success. Interaction with the app must be easy and intuitive: Ideally the user should be able to effortlessly find the information they are looking for and then purchase the product in a simple, immediate way.

If the process is developed in a linear and streamlined way, a satisfying experience will encourage the user to continue using the app and recommend it to their circle of friends, thus triggering a virtuous cycle of downloads, customers and profit.

Therefore app translation generates significant advantages, which will only be achieved by turning to a professional for translation and localization services. This is why it is best to team up with a translation agency like ours.

At Way2Global, apps are translated and localized by native-language professionals specialized in this sector. Our aim is to achieve seamless functionality linguistically, culturally and technically, in order to maximize the user experience and deliver to customers all the aforementioned advantages in visibility and new business.

Laura Gori is the Founder and CEO of Way2Global, a women-led translation agency startup with a Benefit ethos. After 30 years at the helm of a small multinational localization company, Laura decided to make a fresh start and founded Way2Global to conduct business in a way that benefits society and the environment, while promoting corporate growth. A fervent advocate of Benefit Corporations and women’s empowerment, Laura takes every opportunity to spread awareness on these issues and contribute to a fairer, more egalitarian and sustainable economy for all.