如何通過衆包應用本地化獲得 500 萬次下載？

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"產品本地化翻譯可以通過多種方式完成，比如依靠內部譯員、語言服務提供商（LSP）和衆包翻譯等。而對於小企業/獨立開發者來說，衆包本地化是最爲經濟的選擇。"}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/07/07944fc9f6f77fdcb844c2525f5352ec.png","alt":"全能計算器","title":null,"style":null,"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"全能計算器"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"前一段時間，我自己幫忙完成了安卓平臺上我最喜歡的多功能計算器應用 "},{"type":"link","attrs":{"href":"https://play.google.com/store/apps/details?id=all.in.one.calculator&hl=en_US","title":null},"content":[{"type":"text","text":"All-In-One Calculator"}],"marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}},{"type":"strong"}]},{"type":"text","text":" 的簡體中文本地化翻譯（"},{"type":"text","marks":[{"type":"strong"}],"text":"它在 Google Play 商店的評分可有 4.6/5 呢！"},{"type":"text","text":"），並由此和它的開發者、來自羅馬尼亞的 Andrew 取得了聯繫。"}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/14/14e253e8c661fb47535cb0ef3fcb173d.png","alt":"我翻譯的中文界面","title":null,"style":null,"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"我翻譯的中文界面"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這篇文章是我對 Andrew 的專訪，他分享了自己作爲一名獨立開發者的故事、他實現應用本地化的方式，以及在完成本地化過程中踩的坑和獲得的經驗。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"size","attrs":{"size":14}}],"text":"我再也不會不做翻譯就發佈應用了 :)"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"size","attrs":{"size":14}}],"text":"——獨立開發者 Andrew"}]}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}}],"text":"一個被下載了 500 萬次的計算器應用"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：能簡單介紹一下你自己嗎？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Andrew（A）：我叫 Andrew，30 歲，來自羅馬尼亞克盧日（Cluj）。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我是在三星 Galaxy S2 正火的時候開始學習安卓開發的，因爲當時我想用手機控制一個庫卡機器人。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2013 年聖誕節期間，我用兩週時間看完了《Thinking in Java》這本書，最後拿到了在加州聖何塞的 Pinger 公司工作的機會，管理他們的廣告庫。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我在那兒工作了 3 年，期間還曾去 Facebook 總部與他們的視頻廣告團隊一起工作，參與他們的測試版部署，很好玩的 :)"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：你做的這個計算器背後有什麼故事？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：開發完庫卡控制器後，我就做了一個計算器應用，發佈到了應用商店裏。它的名字叫 QuickMath，是全能計算器的前身。我一直在後臺默默地改進它，直到 2017 年我辭去了在 Pinger 的工作，創辦了自己的公司。"}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/51/51fd5e481ed2c5ec070ca6c51dc8a5b2.png","alt":"QuickMath 的界面","title":null,"style":null,"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"QuickMath 的界面"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我用一個新的開發者賬號、換了個新名字發佈了這個計算器，現在它已經被下載了將近 500 萬次，並且"},{"type":"text","marks":[{"type":"strong"}],"text":"還被收錄進了 "},{"type":"link","attrs":{"href":"https://play.google.com/about/play-pass/","title":null},"content":[{"type":"text","text":"Google Play Pass"}],"marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}},{"type":"strong"}]},{"type":"text","text":"。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最新的版本是我花了 8 個月從零開始重寫的，因爲我想用 Kotlin 來寫它，同時把所有代碼都搬到雲端。另外我還想棄用過時的 SQL 數據庫，轉移到 Firestore。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}}],"text":"缺乏本地化讓我損失了 30 萬用戶"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：成績真不錯！你覺得本地化在這中間的作用有多大？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：我基本上一直靠衆包翻譯來做本地化，我認爲本地化對於擴大用戶羣和影響力至關重要。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我發佈 QuickMath 的時候（2014 年 - 2017 年）發佈了英語和羅馬尼亞語兩個版本，總共獲得了 13 萬的下載量，評分 4.5。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對於全能計算器（2017 年 - 2020 年），我通過"},{"type":"text","marks":[{"type":"strong"}],"text":"邀請用戶用 Google Translate 翻譯的辦法，把包括 Play Store 詳情和 24 張截圖在內的內容都翻譯成了 25 種語言"},{"type":"text","text":"，到現在（2020 年 5 月）總共有 450 萬次下載，評分 4.7。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但在今年 4 月，當我發佈徹底改版的 2.0 版本時，因爲我一個人沒辦法做全部翻譯，所以覺得是不是隻發佈英文版就夠了。但是這個不明智的舉動讓我追悔莫及，給我上了重重的一課。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：發生了什麼？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：完成新版本之後我很激動，以爲我的用戶們也會很激動，所以在我刪除應用界面翻譯的同時，我連應用商店頁面上的翻譯也去掉了。我以爲我的用戶不會在乎應用只有英語版本這個事實。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但我錯了。應用的表現受到了很大的打擊：發佈幾個小時後，我意識到放棄本地化是愚蠢的。"},{"type":"text","marks":[{"type":"strong"}],"text":"應用的評分一兩天就降到了 2.9 - 3.5，一兩個星期內，我就流失了 30 萬左右的用戶。應用排名和商店轉化率下降了近 75%，自然增長的安裝量幾乎變成了零。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其實只要再花點兒功夫，我就能在發佈前完成界面的翻譯，但我當時太想把它發佈上線了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以意大利商店爲例。我在新版本發佈後的一個月內一直沒能更新頁面詳情。在下圖中可以看到，在我刪掉商店頁面翻譯的那一刻，用戶獲取量下降了 75%。"}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/82/82c160e2f90c32cdcff87ccaac3bd9de.png","alt":"意大利語商店新版發佈前後的新用戶數量","title":null,"style":null,"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"意大利語商店新版發佈前後的新用戶數量"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"新版本剛一發布，我就意識到了本地化有多重要。我必須儘快找到解決方案，於是我藉助 "},{"type":"link","attrs":{"href":"https://poeditor.com","title":null},"content":[{"type":"text","text":"POEditor"}],"marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}},{"type":"strong"}]},{"type":"text","text":"，在 72 小時內完成了俄語、葡萄牙語、西班牙語和德語翻譯。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"現在我應用的評級是 4.6，正在穩步奔向 4.7。我希望今年年底前能達到 4.8。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"我再也不會不做翻譯就發佈應用了 :)"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}}],"text":"如何快速彌補沒有本地化的失誤？"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：能分享一下 72 小時翻譯衝刺的更多細節嗎？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：我硬挺着沒有給它添加翻譯版本。提供 25 種語言，意味着我更新應用週期會很長。我做一個新版本很不容易，所以很想只做英文版，那樣我就輕鬆多了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當初開始做多語言版本的時候，爲了邀請別人來翻譯我的應用，我得手動發送每一個 Google Translate 邀請，很痛苦。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"新版本發佈後、我意識到了自己犯的錯，這時我找到了 POEditor 這個工具，把應用用戶數量最多的前 10 種語言都翻譯完畢了。"}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/19/198cb537a0b80909575e7c0f0af24376.jpeg","alt":"POEditor 上全能計算器的頁面","title":null,"style":null,"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"POEditor 上全能計算器的頁面"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"然後我就開始回覆每一條憤怒的用戶評論，引導大家到 POEditor 的項目頁面去幫忙翻譯。在 72 小時內，我把葡萄牙語、西班牙語、俄語、德語和其他幾個語種的翻譯都搞定了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不僅翻譯了應用界面，還翻譯了商店詳情和截圖文字。每種語言都有 24 張截圖，一個人更新全部截圖工作量很大很大，但我必須做。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}}],"text":"產品本地化就像是滾雪球"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：根據你的經驗，爲產品提供多語言支持能有什麼樣的影響？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：支持多語言的作用一開始其實並不很大，你不會馬上看到效果。它更像滾雪球，隨着時間的推移，它帶來的影響會越來越大。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"你的產品在搜索中的排名會更靠前，商店頁面的轉化率也會更好，我也強烈推薦在每個語言的商店上傳經過翻譯的截圖。你需要做更多的工作，但一切都物有所值。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：你的多語言策略是什麼（如果有的話）？爲什麼這麼做？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：在選擇要翻譯的語言時，我會看安裝應用的設備的系統語言，翻譯那些量最大的語言，同時把字符串數量控制在我購買的 POEditor 賬號總計 30000 個字符串的限額內。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我還給新字符串預留了 10% 的字符串空位。其他也就沒什麼了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最近我還在把我應用的廣告也進行本地化，針對一些國家做些推廣活動。我發現，如果你想在 Google Play 上提升某個國家商店的排名，這麼做的效果會非常好。"}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/43/4384dfcb6ea76520dcd6b6683b3fd6b5.png","alt":"Play Store 詳情頁面","title":null,"style":null,"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"Play Store 詳情頁面"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：你覺得使用衆包翻譯有什麼利和弊？你怎麼知道譯文是否準確，不準確又如何改進呢？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：衆包翻譯是一把廉價的雙刃劍。每種語言第一版的翻譯幾乎都是不準確的，我必須提醒用戶這一點，並在產品中放上翻譯項目的鏈接，請大家幫忙改進。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"用戶都很樂意幫忙，通常情況下，第二次更新的翻譯就幾乎是完美的。每次發佈我都會更新翻譯，體現最新的改動。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"翻譯的反響相當好，在 72 小時翻譯衝刺期間，每種語言我都請了 5 - 6 個人不間斷地翻譯。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但還是有很多人不注意大寫、標題大小寫等規範，我在發佈前都要逐一覈對一下字符串，然後再發布。"}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/31/31b1ea3ce54f1ad7cf28eabb4e28639c.jpeg","alt":"Andrew 在 Play Store 給用戶的回覆","title":null,"style":null,"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"Andrew 在 Play Store 給用戶的回覆"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：你覺得有哪些好的在線資源有助於做好應用本地化翻譯？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：我覺得使用 Google Play 的應用翻譯功能太貴了，所以只能依靠衆包翻譯。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"能找到 POEditor 這個工具我覺得很高興，以後我還會一直用它。其他的我也想不出來了。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}}],"text":"最後來點兒擴大用戶量的建議"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：轉用新的開發者賬號發佈應用，對你應用的評分有影響嗎？你當時是要從零開始積累用戶嗎？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：我是個完美主義者。隨着經驗的積累，我總是想把一切事情都做到完美。用新的開發者賬號發佈一個叫「com.quick.math」的應用包，我接受不了。所以我選擇從零開始。我在舊的應用（QuickMath）裏添加了一個彈窗，請用戶轉到新的應用。同時，我在 AdWords 上投入了約 1.2 萬美元來獲取用戶，評分也慢慢變好了。我還給舊版應用的付費用戶送上了新應用的優惠碼。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"產品本地化實務：如何讓應用加入 Play Pass 呢？你做了什麼才進入這個計劃的？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"A：真的什麼都沒做。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在 Play Pass 發佈前半年多的時候，我收到了一封郵件，他們讓我簽了一份保密協議。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我還必須對我的應用進行一些更新、籤一些法律文件，然後我的應用就成爲了 Play Pass 上線時匹配該項目的頭 300 個應用之一。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"直到第一次拿到 Play Pass 給的結算支票之前，我都沒把這個當回事。現在我非常高興能夠加入這個計劃 :D"}]},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"非常感謝 Andrew 接受我的採訪，我覺得他的分享對其他獨立開發者，甚至對一些小的產品團隊來說都會很有幫助。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果你也想分享自己在產品本地化方面的經驗和故事，請隨時聯繫我，我們一起聊一聊！"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最後我想向大家推薦一下"},{"type":"link","attrs":{"href":"https://play.google.com/store/apps/details?id=all.in.one.calculator&hl=en","title":null},"content":[{"type":"text","text":"全能計算器"}],"marks":[{"type":"color","attrs":{"color":"#009688","name":"user"}},{"type":"strong"}]},{"type":"text","text":"（目前只上線了 Play Store），它真的是一個適合所有人用的全能工具！"}]}]},{"type":"horizontalrule"},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果你是在科技公司裏接觸過或者直接從事產品本地化/翻譯項目管理的同學，不妨來填一下"},{"type":"link","attrs":{"href":"https://wj.qq.com/s2/5926696/f9fa/","title":""},"content":[{"type":"text","text":"這個問卷"}]},{"type":"text","text":"，咱們一起來總結出中國科技公司面臨的產品本地化難題和痛點。調查結果將擇期在「產品本地化實務」與大家分享 😃"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"「"},{"type":"text","marks":[{"type":"strong"}],"text":"產品本地化實務"},{"type":"text","text":"」是宣講互聯網產品全球化/本地化實踐的平臺，旨在推廣互聯網產品本地化設計/開發的最佳實踐，讓中國的科技公司、科技產品更好地走向全球。如果你也有興趣和我、和大家分享自己對產品本地化的見解，請通過給公衆號留言告訴我，或者和我在 LinkedIn 上建立聯繫。"}]}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/7a/7a8ba09bd4eb2fe255a43b9c189572b9.jpeg","alt":"","title":null,"style":null,"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}