Top 6 Tricks to Write a Compelling App Store Description that Converts

App Store | AppManager

The success of a great app is heavily dependent on its App Store description. Millions of users frequent the App Store, on a daily basis, in search of new apps to try out. In order for yours to become one of those apps, you need to make sure that your description is where it needs to be.

These 6 tricks will help you get your description to the best level for conversions:

Provide Social Testimony or Evidence

Today’s users are very skeptical of the apps they download to their devices. There are 2 million available apps on the App Store and your app needs to be able to show users that it is worth downloading. It’s going to take more than good graphics and a list of impressive features to get users to download your content.

User-generated reviews can be the most powerful tool for gaining conversions – provided the reviews are good. Results from Apptentive revealed that 59% of users check out customer reviews before downloading an app; ratings and reviews sell. If the first thing a user is met with is are several positive reviews from reputable figures in your app’s niche – or even from regular users – they are more likely to read more and even download it.

Example: Halide

Halide is a photography app that promises users a next-level photography experience; it is also ranked in the Top 20 Photography & Video apps on the App Store.

The first thing a user is met with, when they come across the app on the App store, is several reviews from leading brands in the tech industry. The presence of these reviews immediately solidifies Halide’s reputation as a trusted photography tool.

For new app developers who can’t score reviews from high-ranked individuals and brands, consider getting experts in your app’s niche to take a look what you have to offer. That way, you’ll be able to show users that your app has been tried and tested by reliable people in the industry. It’s all about finding a method that works for you and maximizing on it.

Social Testimony for App Description
Example of Halide including testimonials in their App Store description

Leverage Storytelling

Your app’s description is more than just giving a basic description on the app and what it has to offer – that is considered the bare minimum. The purpose of your app’s description is to sell your app with words. The words you choose to use will either pique users’ interest in your app, or it will make them feel nothing. You cannot afford to let any users feel indifferent about your app.

Your app’s description serves as the first point of contact for browsing users – and they don’t want to be met with a long list of features as the first thing they see.

Users want a story; they want to be taken on a journey and drawn into the experience your app stands to offer. You need to leverage storytelling in order to produce that kind of content. Not only do you need to maximize on the impact of your words – you need to make your content relatable! This generation of users base their buying decisions on the brands and products they relate to best.

This can be achieved for any app – regardless of the category.

Example: Adobe Connect

This screenshot is an example of Adobe Connect’s description. In summary, Adobe Connect is a productivity app that offers better organizational skills – but take a look at how the have constructed their description.

It takes the reader through a visual and virtual journey of what to expect in their app.

Screenshot of Adobe Connect app store description
Example of storytelling in the app description

Localize Your Description

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”  – Nelson Mandela

The best way to connect with users is to present your app in a language they understand. People are often more at ease, and are also more likely to connect with a product, if they are able to read it in the language they know best.

You need to take a look at the regions your app has the potential to thrive in, and make sure that you tailor it according to those users’ needs. If you have the opportunity to translate your app – and its description – to another language, that will be a major win for you and your team. For example, if your app is targeted at English and Mandarin speaking users, offer a description in Mandarin that comes before or after the English version.

Translating your metadata like app name, subtitle, keywords and description to other languages will also boost your overall app visibility, because people usually search in their native language. The top languages to start with are usually: English, Chinese, Japanese, Korean, German, French, Italian, Spanish and Portuguese. Check out our article on 3 different tools to localize your apps.

Learn From the Best

One of the best ways to figure out what your description needs to have, in order to be a hit, is to learn from those who have gone before you. Take a look at the high-performing apps in your category and study what they’ve done to optimize their app descriptions. The best things to look out for is how their text is structured, what elements they have included (e.g. emojis, reviews, etc.), and the keywords they have chosen to incorporate.

Slice Your Text into Sections

While the content inside your app’s description is a top priority, you should not neglect the content’s structure as well. Combining all paragraphs to form a long read of an essay will chase away any interested users.

Your description needs line and paragraph breaks between them in order to read well and guide viewers effectively. The key to writing a successful description is remembering this rule.

Screenshots of different app descriptions
Overview of different app descriptions

Keep it short and sweet.

The idea is to give users a pleasant experience from the moment they set eyes on your app. Try to aim for short paragraphs and sentences – think +/- 120 characters per line and 3 to 4 lines per paragraph. In addition to this, to make your content’s structure read better, make use of sub-headings and bullet points work well, too, as they give a better sense of direction.

Example: Wish

Screenshot of app description
Example of well structured text

Don’t Forget Your Keywords

Keywords are one of the most crucial features for your app description’s optimization – they boost your app’s search popularity which, in turn, could increase its conversion rate. When it comes to the use of keywords in an app’s description, consistency is key. Your app title, subtitle, and description need to feature the strongest and most relevant keywords in order to maximize your app’s optimization for the App Store. The strongest keywords are, often, the ones that describe the app’s main purpose and core functionality. In order to find the words that work best for you, identify the major keywords within your niche and make use of a keyword search engine, like SearchAds, to find the keywords that will optimize your app best.

In order to successfully gain conversions, you will need to implement these six tips to boost your app’s visibility. There will be a lot of trial and error before you find what works for you – but that is what the process is all about. What matters most is that you don’t stop trying – the fate of your app’s success depends on it.

Was this information helpful? Let us know and don’t forget to share this post with your friends and followers, too!