The art of App Marketplace descriptions

Have you ever wondered how to make your app stand out from the crowd in the App Marketplace? What narrative to use to grab the attention of potential users? How to convince them to download?

Let’s start with the basics… Do people really read app descriptions?

Yes! In case you didn’t know, experts say your app description is the second most important element, right after the title. So, we’ve prepared a couple of tips to help you craft the perfect description for your app, whether if it is on the App Store, Google Play, Huawei Appgallery, Mi Store, Uptodown, or Amazon Appstore.

1. Hook them from the start: The first sentence you use in the description is the most important one; it will be the crucial point where a potential user decides whether to continue reading about your app or move on to the next one.
   
   Make it attractive, understand your user and the value proposition you bring, and make sure to highlight it from the beginning. Make it fun and easy to understand.
2. Focus on narratives, not just features: Don’t bombard users with an endless list of features. Choose the most important ones and present them in a way that allows users to identify with the situation and the solution your app presents.
   
   It’s not about “who has more,” but “who has the best” and how it’s presented.
3. Adapt the tone of voice to your audience: The description should reflect the tone of voice of your brand, achieving an even deeper connection with your audience. If it’s an app in a casual, young, sophisticated, technical environment, align your language.
4. Be creative, unique, and memorable: use humor and distinction in your descriptions, so users can identify through the words.
5. Use keywords—but don’t overdo it: You must include keywords in the description to increase visibility, provide clarity, and be consistent about what to expect from the application.
   
   But be careful not to use them excessively. Don’t harm the readability of the text by making it too technical and filled with disconnected words.
6. Accurate translations: if you plan to launch your app in different geographies, it’s essential to verify that the description is available in the corresponding language and, in some cases (for example, Brazil versus Portugal), make sure that the style and words are appropriate for the country of interest.
7. Share your victories: there’s nothing better than a good review or recognition to strengthen your credibility and confidence with new users. Include testimonials, figures, and valuable resources in your description.
8. Optimization is key: regularly revisit your page on the App Store to update the description, incorporate improvements, and stay up to date on innovations, features, and trends. Experiment with different formats and styles until you find the one that best suits your app and yields good results.

Authenticity, simplicity, and honesty are key. Choose each word carefully to write a description that truly represents the essence of your brand and positively impacts your audience.