A great app store description can go a long way in not only helping potential users understand how your product benefits them, but also in driving organic traffic and securing coveted downloads. Before you begin typing away in the submission fields, be sure to make a note of these top tips.
1. Maximize Character Limits and Keywords
Essentially, you have 255 characters to pitch your app to potential users in the Apple App Store. This is the amount of text users will automatically see on your description page before they have to click through for an extended description. While the maximum word limit Apple allows for the entire description is 4,000 characters (the same for Google Play Store), it’s important to hook prospects early on.
Having an “extended description” isn’t going to be worth much if the initial text on a page does’t compel someone to take interest or find out more. In writing your description, think about how your product, compared to its competitors, is unique, what makes it stand out and what is its unique value proposition.
One other important thing to remember is to choose the right keywords, which will increase your chances of being discovered in the App Store. Keep in mind that the iTunes App Store search engine won’t scan the text in your app description. This means you’re left to work with the 100-character limit allotted in the keyword field.
For those uploading to the Google Play Store, you’re in luck, since Google takes keywords from your app description. Regardless of how many characters you’re allowed, make sure to make the most of them by using words that define your app, removing redundancies and spelling errors and researching your competition and traffic.
2. Don’t Assume Everyone Knows How Your App Works
After months spent working on your app, you can recite your elevator pitch in a heartbeat and draw your entire design workflow in the blink of an eye, error free of course. Being this immersed in your product — and why it’s a game changer — is great, but it’s also important to remember that you’re going to be describing your product to people who have never heard of it before. Don’t assume users will understand everything your app does or that they’ve used something similar. Don’t assume users will understand everything your app does or that they’ve used something similar.
Keep the text simple, be informative, highlight your app’s key features and emphasize its unique selling points. A great way to get started is by writing a draft and have someone who’s unfamiliar with the app read it. Based on their feedback, you’ll be able to see if your text gets the message across clearly, if it needs further explaining or if some of it can be cut.
3. A Video Pitch Can Change Everything
The Apple App Store allows you to upload four screenshots while Google Play accepts up to eight. Make sure to use all of them. Screenshots, app promos and walkthrough videos are prime real estate in any app store description.
Including compelling imagery and screenshots that sum up an app’s key features can make the difference between a download and a swift tap of the “X” button. Lastly, if you have the manpower and budget, add a walkthrough video. Videos go a step further and will do more than a screenshot will ever do by allowing users to see your app in action.
4. Show Off Those Shout Outs
“I have never imagined booking could be so easier” — Wall Street Journal
If you’ve been lucky enough to get positive press from reviews early on, share it with the public. Calling out the praises will help you build credibility in an app store when you have only a few user reviews. Same thing goes for any major customer testimonials you can get your hands on.Adding these reviews to your app store description will add stars to it and reflect your app as a trust worthy one.
5. Don’t Forget Your Call To Action
So you’ve written compelling app store description that incites your prospects to find out more about your app, browsed the detailed screenshots and watched the promo video. A killer app store description is never complete without a powerful call to action — a good way to remind those who’ve read this far into the page what exactly it is they came for.
As the saying goes, “first impressions count.” Your app store description acts as the initial touch-point for potential users. If its thoughtfully crafted, it’ll help you close the sale and expand your user base.