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Let us try to understand the amount of space we have at the app store to catch the potential user’s attention. Apple’s app store permits 255 characters, and the Google play store allows just 80 characters. The full description limit is 4000 characters. Start with answering the question when users have a plethora of options to choose from so why should the user download your app? Break out from the clutter by creating an impression good enough to entice users to download your app. Before beginning to put any effort into marketing your app, you must answer the following question honestly:
  1. How does it add value to your user’s life?
  2. How valuable are those values to users? ( Ask your friends, they might be helpful)
  3. Who is your ideal customer?

The app description includes:

  1. 255 characters
  2. Body text
  3. Features
  4. Review and awards
  5. What’s new?

Basic Do(s) are as follows:

  • Mention the value it brings to the users’ life
  • Creating the feel of “free forever”
  • Sprinkle your keywords in the description without overdoing it
  • Make a mention of apps that were successful from the same app developers ( if available)
  • Use proper grammar and prefer using a conversational tone
  • Clear and easy-to-understand app introduction
  • Mention the most significant features (avoid data overload)
Resist the temptation to put everything on your app description. Emphasize on putting the most vital feature, the thing that helps your app to stand out should go in your main description. Although there is a space constraint, give users some white space and avoid filling everything before the “more” button. Highlight the value and create emotions for your app in the prospective users.
  • Defining an App
    • It is the first text that appears after the app name before clicking “more”. Make it valuable, juicy and value should jump out of it to the users. What is in it for me?
    • Create a wow factor for the users with the solution provided by your app. It should encourage the users to download and experience your app.
    • Bring them to experience and deliver the promise to make your customers fall in love with your app.
    • Define the problem & provide the solution. Your app is trying to solve a problem and serve a purpose. So why shy away from defining it? Come up with a well-defined problem statement and provide a solution for it. Come out clear with the purpose or problem your app is going to help your users.
    • A gaming app is serving entertainment needs, a chat app is creating connections, a photo app is helping in forming memories, and a service base app is providing a particular service.
    In all the cases there is a purpose being served by the app.
  • Star Features: I like to call the top three features of an app as Star features. These are the set of features, which entice users to download the app. Start with the one fantastic feature. List down high value-adding features in the long description in the order of their weight and importance. Start with the best one and move down. There is a strategy to put the best two first and the third best in the last. In my opinion, the Star features should always come first. The last feature to be written on your app description does not necessarily mean it is the useless one. Avoid listing down all the features, if 3-4 elements represent the value of the app then let it be. Don’t rush to keep on listing all of them. Display the best offerings and encourage users to find the other amazing features while using the app. The app which helps to book cheap travel tickets showcases it magnificently rather than saying multiple features altogether. For a  ticket booking app, the Star feature could be: Mention best ticket deals, availability for air & train or bus, and quick bookings. Long App Description is neither helpful nor recommended. Just 12 out of 100 top paid apps have a description in the 500+ word range.
  • Build Trust: Credibility longs a long way. Getting initial coverage on any media provides an excellent mileage to your app. It is slightly challenging to get the coverage, but it is worth giving a shot. It works great if people can vouch for your app. Encourage users to rate and review your app. The more they share their experiences, the better placed you are to create a feedback loop where you learn from the users and also get an opportunity to display the benefits your app delivers.
  • The number of downloads: It is always nice to share with people that thousands of others have downloaded your app. It builds credibility in your app.
  • Awards & Recognition: Showcase the awards or recognition your app has won to the users. It encourages the user to at least give it a try to your app.
  • Testimonials: Mention, a great testimony from a user (or a celebrity if you have one), stimulate the user to go ahead with downloading your app.
  • What’s new: Let your users know about the changes that you have made in your app. It goes in the end to mention the efforts made towards enhancing customer experience.
  • Addressing the common issue: The comments from users bring lots of valuable insights. If the problem is common to most users, try addressing it through your app description.
  • Localization: Write your app description to localize it in the native language for your significant targeted territory. Users prefer their native language and are more tempted to download the app.


App description acts as a definition for your app. Writing a well-crafted app description requires a clear understanding of the components of the app description, the problem your app solves, the value it adds to the user, and the right mix of the target audience eventually helping you for better marketing your app.

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