Posted by Kacey Fahey, Marketing Programs Manager, Google Play
Interested in growing your app on a global scale? See how two app developers localized their apps in unique ways to drive revenue and user engagement.
drupe is a communications app that utilizes the openness of android to build a truly native experience delivering highly contextual recommendations to their users across the world.
Key to achieving international growth, drupe has translated their app in 17 languages, and their store listing page in 28 languages. This led to an increase in conversion and retention rates. Additionally, when entering India, the team noticed several user reviews requesting integration with a specific messaging app widely used in the Indian market. Through a combination of this integration, adding Hindi language translation, and other new features, drupe saw improved performance. In six months, daily active users increased 300%, and actions per average daily user increased 25% in the Indian market.
Noom is a health & fitness app that has achieved an 80% increase in international revenue growth on Android over the past three years by localizing their app with unique cultural behaviors, cuisines, and local-market coaches.
In addition to translating their app and store listing page, Noom conducted extensive analysis to determine the right financial model tailored to each international market. This included evaluation of their competitive landscape and local health and wellness spending behavior, in addition to running pricing experiments to determine the optimal offering between subscriptions, IAPs, or a premium app.
Use the Localization Checklist to learn more about tailoring your app for different markets to drive installs and revenue, and to create a better overall user experience. Also, get the Playbook for Developers app to stay up-to-date on new features and learn best practices that will help you grow a successful business on Google Play.