hellouni is an innovative mobile solution including a streamlined app and mobile friendly administration dashboard to optimise university recruitment and marketing. hellouni fosters an emotional connection between prospective applicants and higher education institutions through in app features such as live chat, chatbot, virtual open days and more. The solution is bespoke and tailored to meet university needs. This supports a reduced conversion time guiding students efficiently through the application journey, improves overall student satisfaction through accessible communication and consequently contributes to achieving true brand advocacy.
This post explores how making university content available in multiple languages, particularly in the hellouni app, can help encourage a semantic preference for your institution.
In an investigation of over 200 iPhone apps downloads increased by over 120% when users were given multiple language options in app. As many apps have so few words localisation is not expensive and can cost less than existing university marketing campaigns yet bring more value. A localised app can create traction in hard to reach markets and reduce high travel pressures for international office staff. An article published by Make App Magazine found an increase in downloads by more than an incredible 750% when the product description and keywords were localised in the App Store demonstrating the huge significance of going this extra step to get the most out of your product.
If you check out the top 10 apps on the App Store at any given time, you will often find that over 90% are localised. hellouni can work with your marketing team to feature the fact that your app is available in different languages and some positive multilanguage reviews from users operating the app in their native tongue in your advertising and promote this across our channels.
By 2020, users across EMEA and APAC will generate more than 3.5 times the mobile app downloads of their English speaking counterparts. It is well documented that Apple are targeting China heavily in both simplified and traditional Chinese. Smartphone growth there is unprecedented and the market potential is still huge, it is predicted it will become a bigger market than the native US of Apple. With a Chinese national Founder and CEO and COO, hellouni have insider knowledge and a developed network within the Chinese market from students on campus to government officials giving us a clear market advantage to support your institution on the ground.
It’s broadly accepted that even subconsciously people prefer to do things in their native language. By offering this possibility you will have additional users and larger user data overall which will in turn be more accurate. There is a natural bias occurring in many surveys and traditional data collection methods which cannot be avoided as people are inclined to please and seek to give the perceived correct or easily available answer. The quality of the data also significantly decreases when the respondent inputs data in a secondary or tertiary language and the nuances of their answers can be lost between words slightly differing in meaning. Working with us you will capture and export accurate user data in a convenient csv file on which you can run reports and be confident in the quality of the data.
Peer to Peer Review
Moreover, we know that with content overload, advertising is becoming background noise and fast being replaced with peer to peer review. Users, in our case, prospective university applicants, seek to review feedback from their direct peers, this often means someone from their country of origin, speaking their language and experiencing things from the same cultural point of view. hellouni will automatically show users the relevant courses, funding, scholarships and ambassadors based on initial data input creating a bespoke and personal experience for the user.
The most in demand topics amongst our users are scholarships and funding and visa and immigration. These application forms are often detailed and hard to complete in a foreign language so having a localised and mobile adapted version can be a huge relief for applicants with a long and stressful to do list.
In the app, not only written content but also images must be considered. Are they culturally appropriate for the target audience in that country? Ideally the user will identify with the people shown in the images in the app and recognise familiar sights such as their local airport or passport office, or locations in their destination country.
The best scenario when localising your apps is to do so before initial release as most users will only check this out on their initial download and not check back for new languages. If you don’t have the budget for this considering the roll out of various languages is important, you need to be logical and research which markets and languages to prioritise.
Today, 90% of mobile use is in app, but most apps are downloaded and deleted within a few minutes as users compare 2-3 apps with the same capabilities and select the best option for their needs. App localisation consequently guarantees significantly more downloads and can give your app the edge over competitors.
It’s not branding, or function that spread by word of mouth, it’s user experience. You need to give customers around the world the same experience as those in the app’s ‘home country’. Making sure to consider colloquial expressions varying by country to seem authentic and also taking into account behavioural habits of users. What information do they typically search for first? What information do they have most difficulty accessing? What is their preferred social network and mobile operating system?
To save time, hellouni consider localisation very early in the development of your app during the initial discussion. We will ensure you leave space for longer text strings as for the majority of translation text will be longer in the target language than the original English. We will make sure your app can support local time, date, currency and address variations in format. We will also consider bidirectional display as key languages can read both left to right and right to left. hellouni will always involve localisation experts at an early stage in development when things can still potentially need to be altered for optimum layout, message and overall user experience.
For technical insight into one of the methods we use here at hellouni, angular-translate, please see this explanation on sending and fetching data in English for multilingual support from our Front End Developer Ellie: http://hellouni.mobi/multilanguage-support-for-angularjs-apps/
As an international team with first hand experience of studying and working abroad and so many different nationalities in the office from Greek to Chinese hellouni is the ideal partner to develop a bespoke app for your institution showcasing university content and overseeing and managing the localisation process with trusted local partners. Contact us today for further info! firstname.lastname@example.org
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