Solution
Using our experience with WordPress and translation management plugin WPML, our team created a new landing page site showcasing the new PECSTalk™ app features with CTAs to funnel audiences to the Apple App Store® and Google Play Store® for purchase. Additionally, we created an FAQ page and a migration guide page for users of the discontinued app to ease their transition to the upgraded PECSTalk™ app without data loss or disruption of use. Translation of the landing site into 13 additional languages coordinated with the app's release ensured the global reach of the app's marketing in coordination with its release to the majority of Pyramid's major markets.
Execution
Given the project's tight timeline, our team opted to use tools familiar to Pyramid's staff for familiarity and effeciency in execution. We built a fresh WordPress installation using Divi as a mockup tool as well as a refined pagebuilder. I also leveraged my research and knowledge to ensure the Apple App Store and Google Play app badges were up to date with brand requirements in every language. Browser language detection code was added to autoredirect customers to the appropriate translation and links to the correct app stores, improving user experience.
To ensure quick access across Pyramid's global audiences, we utilized DeepL to draft translations into 13 languages, which were proofread and refined by our global directors to ensure accuracy. WMPL's management tools allowed us to easily duplicate and modify the landing page into its necessary translations on a tight timeframe.
The landing page successfully launched in coordination with the global release of PECSTalk™ on the Apple and Google app stores.
Additional Challenges
Several months later, the PECSTalk™ app expanded to include Arabic as a supported language. This necessitated an update to the app landing site. It also brought the additional challenge of reconfiguring the design to support an RTL reading format.
The challenge required me to keep the feel and flow of the original design, but mirrored to accomodate the reading method of Arabic. I leveraged Divi's RTL support as well as my own experience with Arabic and Hebrew print promotional material to successfully navigate the unique design difficulties. This enabled us to ensure the PECSTalk™ website remained in sync with the supported languages on the app itself.
Results
%
Overall app revenue increase
%
Apple App Store per unit increase
English FAQ Page
App Migration Guide
Japanese FAQ Page
