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HOW TO WRITE A GREAT

APP DESCRIPTION

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THE PURPOSE OFAN APP DESCRIPTION

To entice as many people as possible; crafting a compelling app description for your app store page is important.

This is your chance to explain to a potential customer why they should choose your app from the multitude on offer.

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TAKE ADVANTAGE OFYOUR OPPORTUNITY

You know that anyone reading the description has already found your app based on a search they’ve done. The name and screenshots were appealing enough for them to take the time to read the description.

One foot in the door, now you have to close the sale.

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BE CLEAR AND CONCISEYour app description should be a call to action

SLAP – Stop, Look, Act, and Purchase. Grab attention and use subjects and verbs early in the sentence to encourage action and make the meaning as clear as possible

SLAP

WIIFM – What’s in it for me? What’s the value proposition? What will the customer get, learn, or experience when downloading?

KISS – Keep it simple stupid. Don’t use jargon, it can be off-putting. Cut out superfluous words, there’s no room for filler.

KISS WIIFM

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A GREAT HOOK IN PLACEThen time to dive deeper into your description

Explain exactly what people will be getting. After a few opening paragraphs to build up the need for your app, offer the details.

Start with the most important.

Use white space – too much text might frighten. Keep your paragraphs short and vary the text length.

Use subheadings and line breaks.

FILL IN THE DETAILS

Within iTunes search results are based on e.g. app name, and keywords.

Google Play, and iTunes preview are indexed by search engines like Google. The copy and keywords have an impact on your search ranking.

Make sure your app description is carefully crafted and highlights the unique selling points.

The simplest way to present your app’s features is to provide a bullet point list:

• Keep the list short

• Place the two most important points at the start and the third most important at the end.

• Vary the opening word and letter for each point.

BULLET POINT LISTS IMPACT ON SEARCH

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YOUR GOOGLE PLAY DESCRIPTIONKeywords are essential

Short description: 80 character limit. Needs great copy and keywords. Repeat keywords x 5.

Long description: 4000 characters. Make it keywords dense to improve the ranking.

App Title: 30 character limit

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YOUR APP STOREDESCRIPTIONHighlight important features

Description: 4 000 character limit. The first 2 or 3 sentences are visible before the reader must tap “Read more”. They are important since they will determine whether the rest gets read at all.Keywords: Keywords field with 100 character limitation. Not visible to user. Separate words with comma, not space. Don’t repeat keywords from title.

App Title: No limits, but 23 characters are recommended by Apple. Use keywords.

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BEFORE GOING LIVE PREVIEW YOUR APP

Use LocalizeDirect, a free tool, to preview your app before going live. See what your app will look like with the description and icons.

Create an app store page

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HOW MANY GAMERS DO YOU REACH?Apps Users Worldwide

240 million gamers; growing

markets like Brazil and Mexico.

SOUTH AMERICA

300 million gamers, and with Russia 320 million gamers. Huge

markets like Germany, Russia, France, Spain .

EUROPE

840 million gamers; giant markets like Japan China and

Korea .

ASIA

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THE IMPORTANCEOF LOCALIZATION

A survey from Common Sense Advisory, “Can’t Read, Won’t Buy: 2014” found that 75 % of the respondents want products in their native language. Your app is more likely to be downloaded when localized. Localizing will have a huge impact on your visibility in the App Store in non-English speaking countries. Start with the description, title, keywords and metadata before translating the entire in-game.

Localization – an easy way to boost downloads

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KEEP IT UP TO DATE

Social Proof can be persuasive and is a popular selling technique. Use testimonials to highlight specific aspects of your app.

TESTIMONIALS KEEP IT UP TO DATE

Your description isn’t carved in stone. If you add core values or improve a specific feature; make sure your app description reflects it.

CROSS PROMOTION

Your app description should always include: Website and Support link. Good to have are links to Social media and other apps.

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App Store Page:

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