The past week we have been focusing upon app distribution and part of this process is distribution via an app store such as GooglePlay. One part of app distribution within the app store is getting your ASO correct and most of this comes down to your app download page and your app description. Once you have succeeded in getting potential app users to your app download page you need to focus upon ‘selling’ your app. Selling your app does not mean charging them money, but means marketing to them. One way to do this is to ensure that you have a fool proof Android app description.
There are two reasons why we believe that your app description is so vital to app distribution success and they are:
1: App optimization – You need to ensure that your key words are embedded into your title and your description. If you don’t succeed to incorporate these then you will not succeed in organic searches. Success in an organic search means your app will appear on the first page of search results.
2: Sales technique – You are selling your product to your audience, your description will either encourage a user to download your app or dissuade them from downloading your app. Remember those first two sentence are what will grab the attention of your potential user.
6 Ways to Create a Great Description:
- Utilize the first few words – Remember some searches only show the first part of the description therefore it is vital that the first few words are eye grabbing.
- Keywords – Make sure that you use your keywords in that first sentence, this will enhance your audiences belief that the app really is about what they are searching for.
- Insight – Ensure that the description really does explain what the app does, include all the main features as well as a quick overview of the app.
- Boast about your features – Make sure it’s clear why your app is better than other apps on the market, highlight your key features that other apps don’t have. Remember to never criticize another app though, be careful with your wording.
- Demand download – Might sound funny, but stating the obvious, download now, or click to download does in fact encourage potential users to download the app.
- TimeBound – Allow users to know that this free version of the app is only available for a specific time only if you intend to create a premium version of the app
Remember that your description needs to be relevant to the actual usage value of your app. If you decide to write about features that do not exist or make your app sound different to what it actually does, you are setting yourself up for failure. Apps that are downloaded and then deleted are seen as inferior apps by the search technology and therefore are then ranked low in search results. The uninstall ratio is a key element to app success or app failure.
Good Luck on your Android app description mission – Let us know how it goes.