Whether it is within app stores or in mobile SERPs, the competition is literally just a click away. Some may argue that the app store description is not as important as app reviews and ratings. But a great app store description is part of a holistic ASO approach. A bad app description can drag down even excellent app icons and high ratings.
An app store description serves more than one purpose. It captures the users’ attention and also educates them about your app. But how easy or how difficult is it to really make an app description great?
7 Tips for an Effective App Store Description
- Adjust your style of writing. Technical details are important but rattling off features can be off-putting for users. Just because it is called a “description” doesn’t limit it to a single pre-defined format and style. The first step is to change the point of view from developer to user. How would you describe an app that you really like using?
A second person narrative helps users easily picture using the app’s features. You are basically selling a story without making it sound so “salesy” and over-dramatic.
- Optimize the “above the fold” text. The intro or the first 255 characters matter the most. If you users tap on the “more” link, it either means that your intro was convincing, interesting or confusing (that they want clarification). Whatever the case may be, the users paid attention. The common formula is for the first sentence to have an emotional pull, the second sentence contains the value proposition and then the next sentences would be a teaser for the description’s main body.
Even if you are using narration, avoid starting the description with backstories. This would appear as a signal for a long-winded story or a filler that won’t really be informational.
- Present social proof. After presenting the app’s USP, you can add social proof before or as the teaser itself. Common social proofs are:
- Number of downloads/active users
- Previous successes (‘from the makers of…’)
- Third-party endorsements (‘as seen on…’
- Qualified reviews/testimonials snippet
- Awards, citations
- Don’t forget the keywords. Keywords are the core of the app store optimization (ASO) strategy. Make sure that you rank for the most relevant keywords and avoid common optimization mistakes when it comes to keywords.
- Highlight key features in the long description. The long description or the main body of the description is where you can talk in detail what the app is really about. Keep the style as consistent as possible and use concise statements. To emphasize the app’s core features, use bullet points and bold verbs. Also, state the problem the app is solving for the users and how the app is tackling the solution.
- Don’t forget to localize. Localized content, especially descriptions are actually very important. Just a simple translation of the app’s description helps a lot in convincing non-English speakers of the app’s worth and reliability. This will also assure them that they can use and navigate the app with ease.
- You don’t need to fill the entire word count. Apple sets the limit to 4000 characters. But you can write the description within the limit or as short as you are comfortable with. You don’t need to place fillers just to make it longer. As long as everything that needs to be said is there, and the presentation is succinct but not curt, it is the perfect length.
