Successful Replication and Application of App Store Localization CPP Strategy

In this case study, we explore the successful localization of Custom Product Pages (CPP) on the iOS App Store, leading to increased engagement and conversions in diverse markets.

Background

  • The primary product detail pages on the iOS App Store did not support certain languages, causing users of these languages to only see the default English landing page.
  • To address this issue, Custom Product Pages (CPP) on the App Store were localized with specific characters and materials tailored to countries where English is widely spoken but not the primary language.
  • Localization testing was first conducted in the Philippines (PH) with excellent results, and the strategy was then extended to Pakistan (PK), Cambodia (KH, with Khmer as the local language), and Singapore (SG).
Successful Replication and Application of App Store Localization CPP Strategy

Growth Methods

  • CPP Localization: Localized the Custom Product Pages on the App Store to suit the language and culture of different countries.
  • Character and Material Localization: Used characters and materials in the CPP that were relevant to the local culture and language.
  • Gradual Strategy Expansion: Started with PH and gradually expanded the localization strategy to other countries.
  • Data-Driven Decisions: Made decisions on implementing the strategy in other countries based on initial test results.

Results Achieved

  • PH Localization CPP: Showed significant results with a 17% higher CVR and a 21% higher CTR compared to the default page in March. The PH localization CPP strategy was subsequently applied to all ASA ads.
  • PK Localization CPP: Displayed excellent performance in April tests, outperforming the default page on ASA.
  • SG Localization CPP: Achieved success in a one-week test with both CTR and CVR higher than the default page.
  • KH Localization CPP: Similarly effective, with higher click-through and conversion rates than the default page.

Conclusion

  • Localized Approach: Adapting the App Store product pages to local languages and cultures resulted in significant performance improvements.
  • Iterative Testing: Conducting iterative tests in different markets and expanding based on positive results ensured successful implementation.
  • Data Utilization: Leveraging data to make informed decisions was crucial in refining and expanding the localization strategy.

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