Common App Store Localization Mistakes and How to Avoid Them
Learn the most common localization mistakes that hurt your App Store rankings and how to fix them for better ASO results.
Why Most Localization Efforts Fail
App Store localization seems straightforward: translate your metadata and watch downloads grow. But most developers make critical mistakes that waste their effort and hurt their rankings.
After analyzing thousands of localized App Store listings, we've identified the patterns that separate successful international apps from those that never gain traction.
Mistake #1: Using Machine Translation Without Review
This is the most common—and most damaging—mistake.
What Happens
Developers run their description through Google Translate or DeepL, paste the output directly into App Store Connect, and call it done. The result? Awkward phrasing, incorrect terminology, and sometimes embarrassing mistranslations.
Why It Hurts
- Users immediately recognize poor translation quality
- It signals a low-quality app experience
- Conversion rates drop compared to no localization at all
- Native speakers may leave negative reviews
The Fix
Use AI tools specifically designed for marketing localization, not generic translators. These understand App Store conventions, character limits, and cultural nuances. At minimum, have native speakers review output before publishing.
Mistake #2: Ignoring Regional Variants
"Spanish is Spanish, right?"
Wrong.
What Happens
Developers localize for es-ES (Spain) and copy that content to es-MX (Mexico). Or they do English for US and ignore UK, Australia, and Canada.
Why It Hurts
Regional differences matter more than most developers realize:
Spanish:
- Spain: "ordenador" (computer)
- Mexico: "computadora" (computer)
English:
- US: "organize," "color," "favorite"
- UK: "organise," "colour," "favourite"
Portuguese:
- Portugal: More formal tone expected
- Brazil: Casual, enthusiastic tone works better
Users notice when content doesn't match their regional variant. It creates friction where you want seamless conversion.
The Fix
Treat each regional variant as a separate localization. Research what works in each specific market. At minimum, adapt spelling and terminology for regional expectations.
Mistake #3: Keyword Stuffing
In chasing ASO gains, some developers overdo it.
What Happens
The 100-character keyword field becomes a jumble of barely-related terms. Descriptions repeat the same keywords unnaturally throughout.
Why It Hurts
Apple's algorithm may penalize keyword stuffing. More importantly, users can tell when copy is written for search engines rather than humans. Trust erodes, conversion drops.
The Fix
Use your keyword allocation strategically:
- Include your most valuable keywords naturally
- Don't repeat keywords already in your title/subtitle
- Prioritize relevance over volume
- Read your description aloud—if it sounds awkward, rewrite it
Mistake #4: Direct Translation of Keywords
You've done great keyword research for English. Surely you can just translate those keywords to other languages?
No. Absolutely not.
What Happens
"Task management" translated directly to German might give you "Aufgabenverwaltung"—a valid term, but not necessarily what German users search for. They might prefer "Aufgaben" (tasks) or "Planer" (planner).
Why It Hurts
Translated keywords often have no search volume in the target market. You're optimizing for terms that no one uses.
The Fix
Keyword research must be done fresh for each market:
- Check local App Store search suggestions
- Study what keywords local competitors use
- Consider cultural search behavior differences
- Test and iterate based on impression data
Mistake #5: Forgetting Character Limit Variations
Your English description fits perfectly in 4,000 characters. Your German translation? 5,200 characters.
What Happens
Text gets truncated. Critical information is cut off. Or worse—you don't notice until users report seeing incomplete descriptions.
Why It Hurts
Truncated content looks unprofessional. Missing information means missing conversions. Some languages consistently run longer or shorter than English:
| Language | Relative to English |
|---|---|
| German | ~30% longer |
| Finnish | ~40% longer |
| Japanese | ~20% shorter |
| Chinese | ~30% shorter |
The Fix
Plan for expansion and contraction:
- Track character counts during localization
- Build buffer space into your English content
- Condense proactively for longer languages
- Use tools that flag character limit violations
Mistake #6: One-Time Localization
You localized once, saw some results, and moved on. Now your English content has evolved through five iterations while localized versions gather dust.
What Happens
Your US App Store page promotes new features and updated messaging. Your German page still talks about features from two years ago.
Why It Hurts
Inconsistent information across locales creates confusion. Users in other markets don't learn about new features. Your ASO optimization stagnates while competitors iterate.
The Fix
Treat localization as an ongoing process:
- Update localized content when English content changes
- Build localization into your release workflow
- Track performance per locale and optimize continuously
- Set calendar reminders to review localized content quarterly
Mistake #7: Ignoring Cultural Context
Direct translation handles words. It doesn't handle meaning.
What Happens
Idioms, humor, and cultural references that work in one market fall flat—or cause offense—in others. "Break a leg" doesn't translate. Humor varies dramatically across cultures.
Why It Hurts
At best, your copy seems weird. At worst, it's offensive. Neither helps conversion.
Examples of cultural mismatches:
- American enthusiasm may seem excessive in Japan
- Casual tone expected in Brazil feels unprofessional in Germany
- Certain colors or imagery carry different associations
The Fix
Localization means cultural adaptation, not just translation:
- Adjust tone for market expectations
- Remove or replace culture-specific references
- Have native speakers review for appropriateness
- Research cultural norms for marketing in each market
Mistake #8: Skipping Right-to-Left Languages
Arabic and Hebrew users are valuable. But many developers ignore them because RTL localization seems complex.
What Happens
These markets get no localization, or worse—poorly formatted content that displays incorrectly.
Why It Hurts
You miss high-spending markets. Arabic is spoken by 400+ million people. Hebrew speakers, while fewer, have high purchasing power.
The Fix
Don't avoid RTL languages—learn how they work:
- Text direction changes, but most elements adapt naturally
- App Store handles RTL display automatically
- Focus on content quality, not technical worries
- Consider RTL markets as part of your expansion plan
Mistake #9: Neglecting Screenshots
You've localized all your text. But your screenshots still have English captions.
What Happens
Users see mixed-language App Store pages. The text is German, but the screenshots scream "this app isn't really for you."
Why It Hurts
Screenshots drive conversion more than text. Mixed languages create cognitive dissonance. Users question whether the app itself is localized.
The Fix
Screenshots need localization too:
- Translate all text overlays
- Consider market-specific imagery
- Maintain visual consistency across locales
- Prioritize screenshot localization for top markets
Mistake #10: Not Measuring Results
You localized, but you're not tracking whether it worked.
What Happens
No visibility into which markets are converting, which localizations need improvement, and where to invest further effort.
Why It Hurts
You can't improve what you don't measure. Resources go to underperforming markets while opportunities are missed elsewhere.
The Fix
Track metrics per locale:
- Impressions—is your app being seen?
- Product page views—are users clicking?
- Conversion rate—are they downloading?
- Revenue—is monetization working?
Use this data to guide localization investments.
The Path Forward
Avoiding these mistakes doesn't require perfection. It requires awareness and continuous improvement.
Start with:
- Audit current localized content for these issues
- Fix the most damaging problems first
- Build better processes for future localization
- Measure, iterate, improve
Localization done right compounds over time. Each improvement makes your app more accessible to millions of potential users worldwide.