There is a very important data that you should not forget while optimizing in app stores. According to Apple Search Ads, 65% of app users download apps while searching on app stores. Therefore, keep in mind that every space on the page where your app appears is crucial. App description is one of the most important fields. It would not be wrong to say that you get in 1-1 contact with your potential users here. Let's look at what you can do to use this field in the most efficient way.
Do you analyze your app often? If the analysis reports tell you that you have reached enough page visits, but you have not reached enough downloads, we can say that you are not using your field in the store well. Let’s renew the description of these fields together.
Key Success Factors of Writing App Description
1. Forget That You Developed the App
You have worked on this app for days, maybe months. Many things have changed from your idea until today. You have told different people or companies about your app over and over. Forget all these! One of the most common mistakes made by app developers in the description is to explain the app in a complex way. You are explaining it to those who do not know, not to someone who knows.
Most of the users who read the description of your app learn it for the first time. Describe it as easily as a first-time learner can understand. Describe the general features of your app in an easy way to understand. Remember, the description is not that important for the user who knows your app and visits the page to download it. These users generally download your app to give it a try after a little surfing and screenshot review. Therefore, improve the description for users who discover your app while searching on the store. These users search for some concepts or the names of popular apps in the relevant category. They learn the app by looking through the name, logo, short description, description, and screenshots of the apps listed on the stores. For this reason, making the description simple and understandable is one of the key success factors.
2. Feature Your Unique Value Proposition
Remember the Unique Value Proposition concept in Alexander Osterwalder’s Lean Canvas. Lean Canvas is a method of explaining your product to potential investors and customers in the most efficient way in a short time. Just like this, you should convince potential users to download your app in the description. For this, take advantage of your different and important features.
You know your app has a lot of competitors, so the most important thing for your potential users is what you do differently. Describe and highlight your unique feature instead of listing and explaining all the features of your app at length. Use phrases that may surprise a user who randomly views your app or searches for apps in the relevant category.
3. Create a Lean Content and a Lean View
Description is not read if it looks like an encyclopedia or article excerpt. Avoid boring and technical text structures. Prefer a simple and understandable narration as content. Its appearance is as important as your content being simple and understandable. Make description easier to read with bullets instead of a long whole body of text. With bullets, transitions between key features, different features and content of your app would be easier to understand. Remember that a description that is technical and difficult to read is often ignored.
4. Analyze Your Competitors Frequently and Get Insipired
Do not think of your competitors as just the similarity of your business models in App Store Optimization. Get inspired by the best descriptions of apps that have nothing to do with your app, your real competitors, and the most downloaded apps. It is quite fruitful to be inspired by analyzing successful usage examples of descriptions. No need to say how dangerous copying is.
You can increase your app downloads by using key success factors to write the best app description. All parameters of App Store Optimization is quite important. Optimize all the parameters regularly to increase user conversions.