ASO Academy

App Description Optimization Tips

May 12th, 2023

App Description Optimization Tips
Anh Nguyen

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

When it comes to driving conversions for your mobile app, one of the most important elements is the app description. This 4,000-character field acts as the meat and potatoes of your app listing information, providing insight into all the relevant features within your app. In this ASO Academy, we'll define what exactly an app description is and what you need to know to set your description up for success.

App Full Description - What is it?

The full description is a section of your app listing that provides an in-depth overview of app features, benefits, and overall functionality. It allows you to showcase your unique value proposition in more detail and provide users with a deeper understanding of what they can expect once they download.

An optimized app description is effective in informing and converting potential users, as it cohesively combines useful information and engaging copy. By taking into consideration the following factors, you can create an app description that engages, informs, and converts.

App Description Conversion Optimization - Structure & Readability

In an age where user attention can drift in just a moment, the way your description is put together will play a significant role in whether users continue to read or lose interest. From paragraph structuring to how your copy flows, your description is a place that can effectively showcase what your app offers when organized in line with ASO best practices.

In a field that offers 4,000 characters to explain the ins and outs of your app, the description is a great place to go into detail about what makes your app special. However, a generous character count in comparison to other app listing elements doesn’t mean you should stuff app information without careful consideration. Understand how users read and guide them through concise paragraphs and feature highlights to get your point across in short bursts of information rather than long blocks of text.

After organizing your information optimally, you can begin to study how the words you use can influence potential users to download. A strong starting point is to begin your app description with an engaging hook – one that touches upon a user’s biggest pain point or calls to a unique feature that aligns exactly with the need they want to fulfill.

Throughout the description be sure to call out individual features and how they relate to what a user is looking for. This can be a gameplay mechanic, in-app event, product callout, or anything in between. Do all of this through clear and simple language, avoiding technical jargon, and you’re on the right track to secure more downloads.

App Description Keywords - How to Implement

Keywords are also crucial to optimizing a full description but how you implement them varies depending on which platform you are working on. Indexation occurs in different app listing elements on the App Store and Play Store. Your Play Store description is always indexed, and your App Store description is only indexed if you are running Search Ads.

With that in mind, you’ll want to approach description keyword optimization strategically. In order to use them correctly, avoid overstuffing your description with keywords just for the sake of more targeting opportunities. This can negatively impact readability (something we know is essential) and can even lead to App Store and Play Store penalties.

The stores’ algorithms prioritize the beginning of the app description, so including relevant keywords in the first few sentences is essential to specify which terms are important for keyword targeting. Long-tail keywords, which are more specific and potentially less competitive, are also useful for targeting a particular audience.

App Description Guidelines

Both the App Store and Play Store have their own set of guidelines for app descriptions. Implementing the following best practices will help avoid rejection and streamline your publication process:

For the App Store:

  • Clearly provide any information regarding in-app purchases. This includes subscription models, featured items, promotions, and more.
  • Do not make unverifiable product claims like “#1”, “best”, or similar terminology.
  • Avoid referencing competitor apps.
  • Don’t mention other mobile platforms unless specific, approved Apple compatibility exists between the two.
  • For any apps outside of the Kids category, your description cannot specifically target kids as the main audience.
  • Do not include HTML or emojis in your description.

For the Play Store:

  • Attribute testimonials to actual users. Anonymous quotes will be rejected.
  • Don’t compare your app to another. For example – “our users have more fun than on Bubble Burst!”
  • Avoid incoherent word blocks or lists that don’t provide any real value to the user.

App Description Optimization - Getting Started

A well-crafted app description can be a powerful tool for engaging and converting potential users. By focusing on structure, readability, and keyword implementation, developers can optimize their app's visibility in the app stores and improve their chances of success. However, it's essential to follow the guidelines provided by each platform to ensure that the description meets requirements and is approved. With the right approach, an optimized app description can help developers showcase their app's value and encourage users to download and engage with their product.

Need help with your app description? Get in touch with the ASO experts at Gummicube today!

Similar Articles

What is Apple Promotional Artwork?

What is Apple Promotional Artwork?

Posted on April 12th, 2024

Have you been selected for an App Store feature? Your Promotional Artwork is a key element in making the most of your featured position. Here's how you can use it to your advantage.

Google Store Listing Experiments

Google Store Listing Experiments

Posted on March 21st, 2024

In a continuously competitive mobile app market, resonating with your target audience can be the differentiator in standing out among the competition. The only way to determine if your app connects with its intended user base is by continuously testing different app listing variables to determine which is most effective.

Mobile A/B Testing Best Practices

Mobile A/B Testing Best Practices

Posted on March 4th, 2024

How can you improve conversion through an optimized creative set and beyond? A/B testing! Let's explore some best practices...