Australia and New Zealand often convert well but are smaller markets with local vocabulary and reversed seasons. Use local English, plan campaigns by local seasons, show local currency, and prioritize based on value.
Use local English and references
Vocabulary and slang differ from the US and UK. Review copy for natural local usage and avoid references that do not fit.
Test understated, friendly tone.
Mind the seasons
Summer and winter are reversed relative to the northern hemisphere, which affects seasonal creative and demand. Plan promotions by local calendar.
Include local holidays and events.
Show local currency and pricing
Use local pricing and clear terms. Check platform and tax details with official sources.
Compare monetization to other markets.
Prioritize by value
Smaller markets can still be high value. Review conversion, retention, and revenue to decide how much to invest.
Consider shared ANZ listings where differences are small.
Common mistakes with ASO for Australia
Using northern hemisphere seasonal imagery during local seasons feels off. Another mistake is American vocabulary in a market with its own idioms.
Dismissing the market as small ignores its revenue potential.
ASO for Australia: a worked example
A fitness app switches its summer campaign to align with the local calendar, uses local spelling, and shows local pricing.
It compares revenue per install with other markets before deciding on more local investment.
How to do it, step by step
- Use local EnglishReview copy for terms such as holiday, mobile, and petrol.
- Align campaigns with local seasonsSchedule summer and winter content by the southern calendar.
- Show local currencyDisplay AUD and NZD prices.
- Check tax and pricingVerify store and tax details.
- Compare revenue per installDecide on further local investment from revenue data.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
Summer sale in July
Winter warm-up offers in July
Why it works: Seasons are reversed in the southern hemisphere.
Gas station
Petrol station or servo
Why it works: Local vocabulary feels natural.
USD $9.99
AUD $14.99 (example local price)
Why it works: Local currency avoids friction.
Action plan
- Use local English
- Plan by local seasons
- Include local holidays
- Show local currency
- Check tax and pricing details
- Prioritize by value
Metrics to monitor
- Keyword visibility
- Conversion
- Revenue per install
- Seasonal results
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
Are seasons really different?
Yes. Southern hemisphere seasons are reversed.
Should Australia and New Zealand share a listing?
Often, unless meaningful differences justify separation.
Is the market worth it?
Review revenue and retention to decide.
Keep reading
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