Why does your app description look like shit?

The most popular adventure game in 2013! The brave Calabash Brothers came to the Adventure Island to rescue their grandfather. Calabash Brothers need to use their brains to rescue their grandfather. "Seeing such a dull and boring description, are you sure that players will want to play your game?

For developers, it is very important to describe their apps in the app store. After all, for many users, this is the "first impression" that the product brings to them. An excellent description can effectively attract users to download, especially those who have not known your product before. Although this is a detail, it plays a significant role in terms of optimization.

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What is the purpose of the App description?

Simply put, it is to tell users why our products are better than others.

This is actually the process of showing yourself to users. Developers must understand that the reason why users can see your app description is that they have clicked on the detailed introduction interface of the app through search or recommendation page, and they must have seen the name of the product and screenshots. It is equivalent to having one foot in the door. Next, you can pull them in through the app description, and the user is in your hands.

How to start?

The beginning of an app description is no exception.

This is because, in an app store such as the App Store, users can usually only see the first two or three sentences of a long app description. The rest of the text often requires clicking a button such as "More" or "Details" to be further displayed.

For example, for iPhone, in its App Store, users can directly see the first 225 characters (about 112 Chinese characters). In other words, the word count of the entire application description is limited to 4,000 characters, but the first 225 characters determine whether users will continue to read the rest of the description.

Therefore, our suggestion is to keep the style concise (of course, the premise here is that the developer has given users a general idea of ​​the app name and screenshots), and then provide a more in-depth description of the App in subsequent content.

You have to be clear and concise, but the app name and screenshots should already create a clear idea of ​​the app. You can go into deeper details in the copy.

Back to the topic, how to write a good opening for the app description? Here are some suggestions:

#Get straight to the point: Use straightforward language to grab users’ attention and motivate them to learn more about your app.

#Simple and easy to understand: Please speak human language. Don't use complicated and obscure professional terms, thank you. Also, try to delete unnecessary words, because you only have 225 characters to start with.

#Reflect value: In other words, what can it bring to users? Reflect the value of your App.

Once you have a good introduction to your app description, it’s time to move on to the in-depth discussion.

How to add details?

First of all, it depends on what type of app you have, whether it is a game, a tool, or something else. But generally speaking, developers can learn from the newspaper model - put important news in the front and ordinary news in the back.

Then, about "white space", white space is an art. After all, long paragraphs of text will often make readers lose interest in reading quickly. Therefore, it is recommended to use short paragraphs (what is a short paragraph? Look at the article you are reading now), use some subheadings to make the main and secondary clear, and make the description text read more smoothly.

Make good use of bullet points

Using bullet points to present your text description is always popular. Here are some feasible suggestions:

Don’t write too long

Put the most important one or two sentences in the first two bullet points, and the third most important sentence in the last bullet point;

You may not read the text behind this point

You will definitely not read the text behind this point

Please use different words to start each point!

You can consider breaking down your app's features into a list and then indicate the order of importance. If you pile them all together, it will be easy to ignore them. Of course, you can also break it down into two lists to show it.

The above may be a more natural way for players to read, because people tend to focus on the first one, two, and last point in a list. Then the middle part may be skipped, especially if the sentences that look similar are merged and scanned.

One of the tips is to make good use of the "hot words" that players pay attention to. You can use search engines and other tools to pay attention to the latest hot words in order to better attract attention. However, it must be pointed out that although these keywords may attract attention, they must also be related to your App... Don't use them casually.

The Importance of Localization

Having a localized app description is very easy to increase the number of downloads of an app, and it doesn’t cost much. Common Sense Advisory, a well-known American language industry survey organization, recently conducted a survey of more than 3,000 respondents in 10 non-English speaking countries. The results showed that 75% of the respondents hoped that the product description could be in their native language.

The report, titled "I don't understand, so I don't buy it," also found that 55% of respondents would only buy products that were described in their native language, and this percentage would rise to 80% in an English-speaking environment. 50% of respondents said they hoped that at least key points such as navigation could be displayed in their native language, which highlights the value of localization.

A conclusion can be guessed: you can start with the app description in the local language, even if you haven’t completed the localization within the app, it will still attract more user interest and downloads in other countries and regions.

You can use some App monitoring tools to see how your app performs in other countries and regions, so as to consider adding more languages ​​to your App. Of course, there are many details that need attention in the localization process. For this, you may wish to read an article previously published by Mobile Games Network, "Six Golden Rules for Localizing Mobile Games".

Introducing user reviews

Many developers will post user comments or media reviews in their app descriptions. This is very convincing evidence and has been widely used in the sales field of traditional industries. Of course, there are also some things to note for apps.

If your app has been recommended by well-known media or celebrities, then congratulations! It will be more valuable if you quote these reviews, including relevant websites and celebrity names, in the app description.

You can use the review scores given by third parties as descriptions, especially some professional reviewers, who will be good at describing your app in a concise but attractive way.

Of course, Apple's official "Guidelines" also have some regulations in this regard: "If you quote user reviews, accolades, or testimonials, etc., they can only be placed at the end." (Include user reviews, accolades, or testimonials only at the end, if at all)

Keep your app description updated

Don’t assume that your app description is set in stone. After every update to your app, you’ll need to give it a description for the new version. Of course, you can also change the overall app description.

In fact, it is very important to improve the product through user feedback. In many cases, their feedback will bring new perspectives to developers, thus further polishing your product. Therefore, if you add certain features that users care about to your APP, you might as well reflect them in the App description.

Cross Promotion

Don’t forget that the App description is the foundation. Often users not only enter the App Store, but they may also discover your App through search engines or some websites. Sometimes users may also try to find the relevant web pages of your app to get help information. Therefore, it is also important to do a good job in this regard.

First, clarify the four key points here and put them in your app description. The first two are highly recommended:

Special area: an introduction page specially created for your app, which includes application screenshots, description text, download address, etc.

Support link: Users can click this link to seek help and make suggestions for your app;

Social media: your Weibo, WeChat and other addresses;

Other apps: Other apps you have launched

Note! Developers should try to ensure that users can contact you easily and that you can respond to users' questions in a short time. If the problem cannot be solved in a short time, users may give bad reviews out of anger.

If users repeatedly mention certain issues in their reviews, try to explain them in your app description and resolve them as soon as possible.

If the developer has previously released an app that performed well, it’s a good idea to bring out the previous app as soon as possible. It’s easy to apply a pattern like “XXXX work by XXXX developer”, or you can add a supplement at the end: “If you like making an app, you might want to check out our other products” or something like that.

In short, the above are all cross-promotion behaviors that can help your product get more downloads.

Common Mistakes to Avoid

When developers write their own app descriptions, it is easy for them to make mistakes. The hidden dangers caused by these mistakes will be buried before and after users download your app, and then they may attract a large number of negative reviews, thus causing your app to die suddenly.

Typos and incoherent sentences: Please find a professional copywriter to write them, and proofread them carefully after writing!

Confusing and vague description: If your app description is confusing and vague, users may not be happy to download it.

Exaggeration: This is the most common. Many descriptions like "the most gorgeous, the most fun" are easy to make people feel disgusted.

Don’t make your product look good: Don’t include features in your app description that your product doesn’t have.

Keyword stuffing: It looks ugly and low quality.

Off-target: Write your app description for your users, not for yourself.

Ignore important details: How big is the game? How much does it cost? Etc.

Summarize

First, let’s briefly summarize the basic process: preparation, writing, polishing, localization, and then updating as needed.

When you start writing an app update, you need to be prepared and have a plan in mind. Find the ideal buzzwords and list the highlights of your product.

Then write a draft. Of course, you can also invite a professional copywriter to write it.

The next step is to revise and polish. Think about how these words will be presented on mobile phones or tablets in the future. Try to make the text smooth and vivid.

Try to localize in local languages ​​for popular regions.

The next step is to make sure your app description keeps up with the latest app versions and highlights the highlights of each update.

I wish you success.