Simply Piano · B2C · piano learning app
Pick one country by upside and confidence, then fully localize songs, screens and store
All Japan metrics grew except paywall conversion, which fell
Mixedlocalizationmarket-selection
What they did
Already translated into 11 languages. Built a model scoring each geo on potential (incremental audience and ARPU) and confidence in reaching it; chose Japan. Localized songs (e.g. anime), the UX, App Store creatives and currency, and hired a Japanese country manager. Principle: localize a limited scope but to the highest, consistent standard (e.g. German forms of address) to keep trust, then go all in.
What happened
Metrics grew as expected except checkout/paywall conversion, which flat-lined or decreased until the paywall was localized too (t14).
In their words
Sub Club by RevenueCat · How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply“we created a very thoughtful and deep model that estimated the potential of each geo in terms of what might be the upside in that geo, the incremental audience and incremental ARPU, but also what is our confidence that we can really meet that potential.”
“all the metrics started growing great as expected, except for one metric, the checkout conversion, the paywall conversion, it did not move even on the contrary, it even decreased”
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