Lesson 6

Global User Acquisition

A successful ASO strategy should take into account multiple markets, particularly as you expand and search for new users outside already saturated ones. But what works in some countries won’t work in others. The culture and attitudes of a given international market may mean a change in features, naming or even approach.

Also, the iOS App Store and Google Play will both re-rank your app by territory. So don’t count on being the top app in your category in every country!

Here are a few guidelines to follow when you go global with ASO.

Translation Comes First

Remember, even if users download and use an English-language app, they may not search for your app in English. Whether you want to translate all of your app’s content will depend on your market priorities and resources (for example, text heavy apps in categories like news would demand full translations and be more intensive) but at the very least, be sure to translate titles, keywords, your description and any text that appears in your screenshots and updates.

Assess Keywords, Descriptions and Messaging

As you move outside your current market, make sure to research the competitive landscape. You should know the categories your competitors are listed in, plus the strength of the local user base. This initial round of research will inform updates you make to keywords and your description.
Even an app’s value proposition may need to be tweaked depending on what drives users to download in different countries. For example,US Pinterest users (on iPhone) are more likely to use Etsy, while UK users are more likely to use ASOS. This insight into cross-app usage can inform critical development strategies, such as app design and content partnerships.

Localize Your Creative Assets

Consider changing creatives that are explicitly or subtly localized. For example, a screenshot that includes the Empire State Building could be switched to the Eiffel Tower for a market release in France.

Try a Soft Launch

Consider launching first in markets other than your primary market — look for a secondary market with consumer behavior that's similar to your more important rollout. This approach can give you a chance to gain initial users and get crucial feedback before reaching out to your primary audience.

For example, publishers hoping to make it big in the United Kingdom often soft launch in Australia, Canada, Ireland or New Zealand first.

We’ve laid down the ways you can improve discoverability of your app in the app stores, and improve the chances new users will download and install your app.

The next step is designing organic and paid user acquisition campaigns that will bring new users into the funnel.

Keep Learning

Once you’ve got an app that answers a need in the market, you’re ready for user acquisition (UA).

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