8 Things Which Can Kill Your App Description

You have built a really cool and useful app, and your designer did a great job when working on its appearance. However, it won’t go too far in case its app store description is as interesting as, let’s say, a paragraph in the book on chemistry or macroeconomics.

Unlike with technical app information like App ID, app description directly affects your sales, and that’s why it’s so important. We also develop apps, so our marketers prepared a list of things which can simply kill your app description and minimize the number of users. Here it is.

Wasting the First Lines

Just imagine: a user reads the first several lines of your app description which are extremely boring and stuffed with keywords. Will they click the More button to read the rest? We guess, no. They will just close the tab and check another app developed by your competitor.

To avoid this unpleasant situation, catch your potential users’ attention from the first word. Tell them something special, inform them about your app core features! Every character matters here. However, things are a bit simpler with iTunes Store — when uploading an iOS application, you can also equip it with a so-called promotional text. It appears at the top of the app description and can be updated at any time. Its maximum length is 170 characters. Unfortunately, Android apps have no privilege like this.

Simple Habit Meditation

Play Market Description of the Simple Habit Meditation App

Check the description of Simple Habit Meditation — the first lines are all about awards and the app’s core value. According to the Google Play statistics, the app has already been installed over 500,000 times.

Bring! Grocery Shopping List Description

Play Market Description of the Bring! App

Bring! Grocery Shopping List is another good example with over 1 million downloads. We don’t mean that these two apps have the best descriptions ever — we found them when looking for nice examples for you. However, their descriptions are nice and catchy, so check them to gain some inspiration.

Using Too Complicated Words

Some of your users may be as good at technical terms as you and your team are, but this doesn’t mean that describing your app with too fancy words is a good idea. A very complicated description can simply scare the users off, as they won’t understand what you mean and what your product is about.

So keep everything simple.

Staffing the Description with Keywords

Defining the keywords and adding them to your app description is essential to make your app “visible” — if you use the right keywords, it will be easier for users to find your app. However, don’t use these words in every single line of a text. Such a description will look like a typical letter in a spam folder. Even Google warns about keyword stuffing! So, use the keywords wisely — they should look in your description natural.

Describing Every Single Feature

Let’s imagine that you and your team developed not a simple MVP, but an app equipped with dozens of diverse features. That’s nice, but mentioning all of them in your app description can make your potential users fall asleep or, what is even worse, leave the page and download another application.

We recommend you to focus only on your app’s key features and let users discover the other ones when using your product. If you need an example, take a look at Framaroot File Manager. This app was downloaded over 100,000 times (from Google Play), which is not that bad. However, as for us, its list of features could be shorter. Come on, users can discover everything about available app themes on their own, it is not crucial to mention this!

Spotify App Description

App Store Description of the Spotify App

Okay, here is a good example — Spotify Music. Its description is rather laconic, but it mentions the most important things, and they are enough.

Structuring the Text in a Bad Way

Structure matters, and this rule applies to any kind of text, not only to an app description — no one likes reading huge pieces of text which have no paragraphs, headlines, lists, etc. Just compare these two descriptions: The Weather Channel and Weather Forecast.

The first one provides a lot of information and mentions plenty of features and functions, but the text itself is well-structured, so it is very easy to read it. The latter description has 1 list of features, but the entire description is still not very convenient to read. Weather Forecast was downloaded more than 1 million times from Google Play, but The Weather Channel boasts over 50 million downloads. We don’t say that structure is the only reason here, but it’s still important.

Making Grammar Mistakes

Grammar mistakes can spoil even the most attractive description. If you and your team made some mistakes in a text, users may simply think that you also missed some bugs in your app and that it is not worth trying. Don’t be careless, check the description several times to make sure no mistakes are hiding there! The same rule applies to the description versions in other languages. The translation must be absolutely flawless — in this way, users will understand that you care for them and pay a lot of attention to your product.

Framaroot App Description

Play Market Description of the Framaroot App

We have already mentioned Framaroot File Manager and its features, and, unfortunately, it can also be an illustration for our Making Grammar Mistakes paragraph. Its description is not perfect from the grammar point of view. We hope they will fix this problem soon, but at the moment… Don’t be like Framaroot.

Using Buzzwords and Jargon

Buzzwords and jargon are okay to use when you, let’s say, watch a football match with your friends. But writing a really nice description requires literacy and suitable vocabulary. Users may not appreciate such familiarity and leave the page even before finishing reading your app description. Don’t let this happen — be polite and use appropriate words.

Lying to Your Potential Users

Lying to users is the worst thing you can do when describing your app. It is even worse than using a keyword in every single sentence. Lie results in bad reviews, low number of app downloads, and huge spots on your reputation. Even in case your next app will be just excellent, users may still avoid it because you lied to them in the past. So be honest with your users — that’s the best strategy you can follow.

We know that writing a text which will grab users’ attention from the very first word is a complicated task — we create articles and guides for you, so we also face this challenge regularly! However, now you have our app description guidelines and know what things to avoid. Good luck with writing the description, and may the creativity be with you!

18 Jun 2018
Anastasia Lushyna / Business Development Expert
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