How to monetize your app in international markets (and what not to do)
Improve your mobile app conversion rates in new countries
Expanding into new countries is one of the most natural growth opportunities available to app developers — but executing it correctly requires careful strategy. By adopting an experimentation mindset and investing effort upfront, you can significantly improve your chances of success in new markets.
What not to do
The "throw it against the wall and see what sticks" method
Launching simultaneously across multiple markets without validation creates uncertainty. When this approach fails, the reasons remain unclear. Success requires sustainable installs and retention from the outset.
Not localizing your app
Most markets require your app to be presented in the native language. While some regions — like the Philippines — have large English-speaking user bases, localization is typically essential. Tools including Lokalise, Crowdin, and strings.dev can automate this process.
Not localizing your app store pages
Users interpret non-localized app pages as a signal that the entire application lacks localization. This oversight deters downloads and potential subscribers. If you want to compete seriously in a market, localizing your app store pages is mandatory.
Not considering device market share
Platform distribution varies dramatically by region. Japan shows 60.2% iOS usage, while India reaches only 4.05% iOS adoption. RevenueCat's research indicates Japan and South Korea monetize Android downloads more effectively, so each market requires its own platform-specific strategy.
Not tailoring pricing to markets
As Alessandro Rizzo from PhotoRoom puts it: pricing strategies are generally tied to cultural factors (for duration), GDP (for price), and even the payroll cycle (for weekly or yearly plans).
Not tailoring paywalls for each market
Successful international expansion requires market-specific paywall localization — encompassing design, pricing, and messaging.
What increases mobile app conversions in top markets
Japan
PhotoRoom's Larissa Morimoto found that emphasizing "priority customer support" increased conversions, reflecting Japanese users' preference for strong customer service. Adding social proof through user reviews in paywall designs also boosted conversion rates.
Germany
German consumers tend to resist recurring payments. Testing longer subscription intervals — one-to-two-year plans and lifetime purchases — aligns better with local purchasing behavior.
China
Lifestyle imagery showing people using their phones outperformed app interface screenshots in paywall designs.
India
Pricing represents the primary conversion lever. Adjusting subscription costs relative to income prevents charging unsustainable amounts. With approximately 95% Android adoption, this platform should lead your market strategy.
Latin America
Michal Parizek, head of product growth at Mojo, shared these findings:
In LATAM we need to be careful about pushing yearly plans too much… we are seeing much better performance there with the same 3-day trial length for both yearly and monthly. Also, in that region, we achieved (by far) the biggest lift in adding a copy
— Michal Parizek, Head of Product Growth at Mojo(equivalent to X/month)to the yearly price tag.
Key conversion levers for Latin America:
- Shorter trial lengths across all plans
- Preference for shorter-interval subscription options
- Weekly or monthly equivalent pricing displays for annual plans
How to localize Superwall paywalls
Superwall integrates with Lokalise and Crowdin. After connecting these platforms in your account Settings — or uploading strings via template — you can localize each paywall right within the paywall editor.
How to optimize paywalls and pricing for each market in Superwall
Within your existing campaigns, add new audiences with market-specific filters or country groupings. Device locale parameters enable geographic targeting, and late-Q2 2024 updates will introduce country code filters and regional subdivisions. Position market-specific audiences at the top of your audience list so they're evaluated first. From there, experiment with pricing, design, and messaging variations.
How to get started
Successful international expansion comes down to considering these growth levers:
- App and paywall localization
- Pricing and plan options
- Optimal trial length
- Paywall design and content
Put in the research and the upfront effort, and you'll accelerate conversion improvements in your new markets.