Store Listing Localization

Definition

Store Listing Localization is the process of adapting app store metadata and visual assets for different geographic markets, languages, and cultural contexts. Beyond simple translation of text (title, description, keywords), localization includes culturally appropriate visual asset creation: region-specific screenshots, localized feature graphics, culturally relevant app icon variations, and market-specific messaging. This requires "transcreation"—creative adaptation of messaging for cultural relevance—rather than literal word-for-word translation. Research demonstrates localized store listings improve CVR by 20-40% in non-English markets compared to English-only listings, with premium lifts in high-revenue regions (Japan, South Korea, Germany) reaching 40-60%.

How It Works

Apple App Store

Localization method: Per-locale asset sets

• Create separate complete listings for each language/region supported
• Submit via App Store Connect: separate app metadata per language
• Customizable elements per locale:

- App name (title)

- Subtitle (new field in iOS 14+)

- Preview video (different video per language optional)

- Screenshots (up to 10 per device type, per language)

- App description (full text)

- Release notes ("What's New")

- App icon (same across all locales, cannot vary per region)

- Keywords (searchable terms)

- Support URL, privacy URL (can vary per locale)

Apple's localization scope:

• Icon is NOT localizable (same globally)
• Screenshots can be completely different per locale (language overlay, cultural imagery, regional features)
• Description can emphasize different benefits per market (e.g., offline functionality in developing markets, integration features in developed markets)
• Full asset customization available (most flexible of all platforms)

Workflow:

1. Select language in App Store Connect > General > Language Localizations
2. Fill in app name, description, keywords, preview video link for each language
3. Upload localized screenshots per language
4. Submit build with same binary across all localizations (metadata only changes)

Google Play Store

Localization method: Via Custom Store Listings or per-locale metadata

• Option 1: Create custom listing per region with all localized assets
• Option 2: Use standard locale settings in Google Play Console with base metadata
• Customizable elements per locale:

- App title

- Short description (80 characters, language-specific)

- Full description

- Feature graphic (different image per region possible)

- Screenshots (different per language/region)

- Promotional video (YouTube link per language)

- Graphic assets (icon can vary per region via custom listings)

- Keywords (searchable terms, language-specific)

Google Play localization advantage:

• Custom Store Listings enable targeted localization (up to 50 variants)
• Each custom listing can have completely different creative assets
• Condition-based targeting (auto-route users to appropriate language/region listing)
• More flexible than Apple (can test regional variations)

Workflow:

1. In Google Play Console, select primary language
2. Add additional languages: upload translated metadata
3. Upload region-specific screenshots and feature graphics
4. (Optional) Create custom listings for specific countries with tailored assets
5. Publish—Google Play auto-routes users to matching language listing

Amazon Appstore

Localization method: Per-marketplace settings

• Amazon supports localization per marketplace (US, UK, DE, FR, JP, etc.)
• Customizable elements per marketplace:

- App title

- Description

- Screenshots (different per marketplace)

- Promotional video (optional per marketplace)

- Keywords and categories

- Icon (same globally, not per-marketplace)

Amazon localization scope:

• More limited than Apple or Google (fewer localization options)
• No feature graphics (Amazon doesn't use this asset)
• No custom listing targeting (single listing per marketplace)
• Good for major markets; less detailed localization than competitors

Workflow:

1. In Amazon Developer Console, select marketplace
2. Upload marketplace-specific title, description, screenshots
3. Repeat per marketplace (US, UK, DE, JP, etc.)

Design Principles That Drive Localization Success

1. Screenshot Localization (High Impact)

• Not just translation: Recreate screenshots for cultural context
• Example comparison:

- Global fitness app (North American version): outdoor running in scenic location

- Japan version: group fitness class (community-focused culture)

- Brazil version: beach/outdoor group fitness (outdoor activity preference)

- Germany version: structured gym/tech-forward fitness tracking

- Each version shows 3-4 localized screenshots with UI in native language

• Research shows localized screenshots improve CVR 20-40% vs translated English screenshots

2. Feature Graphic Regionalization

• Color psychology varies by region (red = prosperity in Asia, warning in West)
• Imagery preferences vary (diversity representation, age groups, activity types)
• Seasonal/holiday imagery should reflect regional celebrations
• Examples:

- US/Western: individualistic messaging, self-improvement focus

- Asia: community focus, collective benefits, fortune/luck imagery

- Brazil: vibrant colors, social gathering imagery

- Germany: precision, efficiency, data-focused imagery

3. Messaging and Tone Localization (Transcreation)

• Literal translation fails: "Get more done" in English translates poorly to cultures valuing work-life balance
• Transcreation approach: Adapt messaging for cultural values
• Examples:

- English (US): "Boost Your Productivity" — individualistic achievement

- Japan: "Achieve Balance in Your Daily Life" — harmony focus

- Germany: "Optimize Your Workflow" — efficiency focus

- Brazil: "Connect with Your Team" — relationship focus

4. Feature Emphasis Variation

• Develop markets prioritize offline functionality, low data usage
• Developed markets emphasize advanced features, cloud sync, integrations
• Example (productivity app):

- US: "Sync across all devices," "AI-powered suggestions"

- India: "Works offline," "Minimal data usage," "Affordable"

- Japan: "Detailed settings and customization," "Privacy-focused"

5. Content and Imagery Representation

• Character diversity should reflect target market
• Cultural imagery and symbols should be appropriate
• Avoid stereotypical representations; prefer authentic cultural context
• Research shows diverse, authentic imagery improves conversion 10-20%

Formulas & Metrics

Localization Impact on CVR:

Localization_Lift = (CVR_Localized - CVR_English_Only) / CVR_English_Only × 100%
Typical range: 20-40% CVR improvement for non-English markets
Premium markets (Japan, S. Korea, Germany): 40-60% improvement
Emerging markets: 15-30% improvement (less localization infrastructure)

Regional Market Priority Calculation:

Localization_Priority_Score = (Market_Revenue × Growth_Rate) / (Localization_Cost × Time_to_Deploy)
Prioritize markets with highest score

Localization ROI:

Best Practices

1. Prioritize by market revenue and localization ROI — localize Japan, South Korea, Germany, Brazil first. These markets have highest CVR lift and revenue potential.

1. Use professional translators AND cultural consultants — translation alone is insufficient. Hire native speakers to validate messaging tone and cultural appropriateness.

1. Screenshot localization is higher ROI than text translation — screenshots are visual-first and don't require language proficiency to understand. Prioritize screenshot localization for fastest impact.

1. Test regional variations via SLE (Google Play) — run A/B tests of localized vs non-localized listings to validate CVR improvements before full deployment.

1. Create regional variant libraries — build reusable screenshot templates, feature graphic templates, and messaging frameworks for each region. Accelerates future localization.

1. Adapt color palettes per region — research regional color preferences and avoid culturally sensitive color combinations. Test color variants via feature graphics.

1. Update seasonally for regional holidays — localized feature graphics for regional holidays (Lunar New Year, Diwali, local holidays) show 15-25% CVR lift during celebration periods.

1. Monitor regional keyword trends — search behavior varies by region. Localize keywords based on regional search volume data (use Google Play Console keyword recommendations per locale).

1. Validate localization with regional user testing — before large deployment, test localized listings with 5-10 regional users. Gather feedback on messaging, imagery appropriateness.

1. Maintain translation consistency across platforms — use same translator/consultant for Apple and Google Play to ensure consistent terminology and tone.

Examples

High-performing localization strategies:

1. E-commerce App (Multi-Region):

- US: Screenshots show speed, convenience, checkout optimization. Messaging: "Shop Fast, Save Big"

- Japan: Screenshots show detail-oriented product pages, quality focus, customer reviews. Messaging: "Find Quality Products You Trust"

- Brazil: Screenshots show social shopping, group recommendations. Messaging: "Shop Together, Save Together"

- Result: 25-35% CVR improvement per region vs single English listing

1. Fitness App (Culturally Adapted):

- Western markets: Individual achievement focus, before/after transformations, outdoor activities

- Asian markets: Group fitness, community challenges, holistic wellness (mind+body), balance

- Brazil: Beach/outdoor group activities, vibrant colors, social celebration elements

- Result: 30-45% CVR improvement, higher retention in each region

1. Gaming App (Regional Customization):

- Japan: Screenshot shows detailed customization options, character designs, polished UI

- US: Screenshot shows action, gameplay intensity, social competition

- Germany: Screenshot shows strategy, progression systems, achievements, structured gameplay

- Result: 40-50% CVR improvement per region

1. Productivity App (Feature Emphasis):

- Developed markets: Cloud sync, AI suggestions, integrations emphasized

- Emerging markets: Offline functionality, low data usage, affordable pricing emphasized

- Enterprise-focused regions: Team collaboration, admin controls, security emphasized

- Result: 20-40% CVR improvement based on regional priorities

Dependencies

Influences (this term affects)

• Conversion Rate — localization improves CVR 20-40% in non-English markets
• Organic Installs — localized listings drive higher organic download rates in target regions
• Custom Store Listings — custom listings enable regional targeting and localization
• Screenshot — screenshots are primary localization asset for high CVR impact
• Feature Graphic — feature graphics should be regionalized for cultural relevance

Depends On (affected by)

• App Icon — icon branding should be consistent across regions (typically not localized)
• App Title — title should be culturally appropriate and keyword-optimized per region
• Full Description — description should be adapted for regional feature emphasis
• Keyword Strategy — keywords should be region-specific (keyword intent varies by language)
• Store Listing Localization — localization depends on translation and cultural adaptation expertise

Platform Comparison

Related Terms

• Screenshot
• Feature Graphic
• Custom Store Listings
• Store Listing Experiments
• App Title
• Full Description
• Keyword Strategy
• Conversion Rate
• Organic Installs

Sources & Further Reading

• Apple: Localization Guidelines (Human Interface Guidelines)
• Google Play: Localization Best Practices for App Store Optimization
• SplitMetrics: Localization Impact on Conversion Rates (Market-Specific Data)
• Sensor Tower: Regional App Store Optimization Strategies 2024-2025
• TransPerfect: Transcreation for App Marketing Success