Whether you are a publisher or an app developer yourself, generating revenue is an important part of ensuring the longevity and quality of your post-launch support and development. However, with so many smartphone apps published every day, standing out from the crowd can be quite a challenge. According to Tech Jury, 87% of smartphone users spend their time on apps and with the projected smartphone user base topping 3 billion in 2019, there is quite a market out there for both indie and publisher-backed applications.
by Bridgette Hernandez
Regardless of the niche in which you develop your app, the description you write will make or break its use and sales numbers. That being said, let’s take a look at why app descriptions are so pivotal for success, as well as several tips on how to write your own app’s description in 2020.
The Advantages of Good App Descriptions
The first question we should answer is “why does an application description matter”. After all, a well-designed app with a solid number of features and a team of professional developers behind it should generate revenue on its own. However, the aforementioned smartphone app market is saturated with many apps which are clones of successful projects or simple one-trick-ponies which clutter the iOS and Android stores on a daily basis.
Using dedicated writing tools such as Studicus and Evernote, as well as Writing Judge, where you can outsource your app description to a professional writer, is highly recommended if you don’t have content creators or digital marketers in-house. As good as your app may be, your app description and its value proposition will be the deciding factor in whether or not users download, review and comment on its page. As such, the advantages of writing a solid app description in 2020 extend to several key points for your success:
- Clear communication of your app’s features to potential users
- Higher public awareness and brand recognition
- Higher ranking on iOS and Android storefronts
- Higher long-term user and revenue generation
App Description Writing Tips for 2020
- Open with a Hook
We are all guilty of skimming through content online, especially when using our smartphones to do so. This trend is especially true for app stores, where we are presented with dozens of apps which might suit our needs.
With that in mind, your app description’s opening lines should be written with attention to detail and professionalism. Open your app description with a call to action or a question for the user in regards to the app’s features or use cases. This will intrigue them enough to keep reading and check out what benefits they might achieve by using the app themselves.
- Benefits over Features
Speaking of benefits, your app description should focus on these elements rather than raw, technical features of your app. For example, a messaging app will allow users to “connect with friends and family” or “keep up to date with their favorite influencers”.
If you present a user with a list of features which revolve around back-end coding or your approach to app development, they will be turned off since these elements mean nothing for their day-to-day app usage. You can always refer to writing platform such as Grab My Essay and Hemingway in order to streamline your app description and present the users with benefits and features in an organic, approachable manner. Write your app description as a friendly salesperson rather than a developer and your app will sell better in 2020.
- Create Representative Visuals
Apart from written benefits on why your app is a good choice for a user, the accompanying visuals matter just as much. Representative screen-caps, use cases and demonstrations of what your app can do, accompanied with in-content captions will work wonders for boosting your sales and user base in 2020.
As with previous segments, the captions you embed into the visual content should be written in a descriptive, understandable manner. Avoid technical terminology, complex wording and phrases which won’t matter for day-to-day use of your application.
- Mind Your Keywords
If your app is called “Dream Valley”, for example, and serves to track sleep patterns for individual users, your app description should reflect its purpose rather than its namesake. Users search for apps based on their keywords and use examples – very rarely by brand names (only if they are already familiar with you).
This means that you should treat your app description as a small SEO project, with relevant keywords and statements which users will want to see in their preferred apps. Tools such as Trust My Paper and Readable can be used to formulate your app description with keywords in mind, so that you don’t overstuff it or include too few keywords for the optimization to become efficient for your app store ranking.
- Localize the Description
Given the international nature of iOS and Android app stores, your app description should cater to the needs of different language speakers to become as successful as possible. Whether you create the original app in English, German, Spanish or Chinese won’t matter to people who don’t speak these languages but want to use your app.
There are several ways in which you can approach localization, including DIY methods (if you know different languages) as well as by outsourcing your localization needs to a dedicated professional. Keep in mind that you will also have to localize your keywords since they will be used to rank, and search for, your application on app stores.
- Social Proof Matters
The best way to convince new users of buying and using your app is to present them with social proof of others who have done the same. Social proof is a conglomerate of user reviews, testimonials and influencer quotes which can be used as marketing materials for your application.
As such, social proof can be embedded into your app description in the form of written quotes and statements which will serve to showcase that there are already many users out there who enjoy your app. You can gather social proof by allowing industry influencers or your friends and family to test the app and then provide you with short testimonials or reviews to be used in the app description. If you have trouble creating the best flow of writing for your app description with social proof included in it, you can refer to platforms such as Supreme Dissertations and Grammarly to edit and format your content before publishing it on different app stores.
- Respond to User Reviews
While not an integral part of your app description, the way you handle user reviews will speak volumes of who you are as an app developer. Once users start buying your app and using it frequently, they are bound to leave reviews and ratings on app stores accordingly. Make sure to be diplomatic, professional and customer-centric in your responses, rather than accusatory or denying of their comments.
Similarly, you should respond to each review individually to showcase that you indeed care about each user of your app, as well as to further boost your app’s store ranking given your activity on its app page. User reviews can be a valuable source of feedback, bug detection, future feature ideas and other comments relevant to your app development activities.
In Conclusion
It’s worth noting that “app description” involves a lot more than simple writing and a description of your application’s features. Everything from visual snippets, user reviews, as well as update notes and the official description itself will be seen as representative of your application as a whole.
Keep an eye out on your application post-launch and offer updates, information and customer support to those in need of assistance. Once you strike a healthy balance of curated app description writing and social proof generated on the app store page, your sales, downloads and word of mouth will increase exponentially as 2020 goes on.
Bridgette Hernandez is a Master in Anthropology who is interested in writing and is planning to publish her own book in the near future. She works with professional writing companies such as BestEssayEducation and WowGrade as and as a writer
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