The Gamasutra resource regularly publishes articles by developers, art directors and game designers about the industry. We choose the most interesting ones and share them with you.
Simon Hill, a journalist whose field of interest includes games and the mobile industry, shared tips on how to create a good description for the application.
Why do I need an application description?
To quote Captain Obvious: it is necessary for your customers to know what your application is. What is it for. From the developer’s point of view, the description is an opportunity to “hook” the buyer. You need to sell the idea. You need to tell them why they need to download your app and not any other.
Whoever reads your description has already found your app in the search. The title and screenshots already seemed attractive enough to him to click the “more” button. Figuratively speaking, he has already pulled out his wallet – it remains to make him pay for the purchase.
Introduction
You have a limited number of words at your disposal. Take a look at the description of the applications – there are only a couple of lines under the icon in the App Store.
The most severe restrictions are imposed by the iPhone screen – you have only 225 characters left. This is the most important part of your description. The entire description is limited to four thousand characters, but it depends on the first two hundred whether buyers want to read the rest.
You need to express yourself clearly and clearly. The name of the application – and screenshots – should have already told the buyer in general about what it is. Now we need to strengthen this impression.
The introduction to the description should be a call to action. Try to put yourself in the shoes of your buyer. What does he need?
There are a few simple rules here.
- Capture the attention of your customer. Put nouns and verbs at the beginning of a sentence to make the phrase dynamic and as clear as possible.
- Don’t use jargon, it can be repulsive. Cut off all unnecessary: introductory words, adverbial phrases, excessively flowery expressions.
- What is the value of your app? What will the buyer get, learn or experience when they download it?
- In order to see what the description of your application will look like on the iPhone or iPad screen, use the preview in the free AddLingo StoreFront program.
- So, the bait on the hook is time to cast a fishing rod. In other words, we have finished with the introduction, – we continue the description.
Details
Explain exactly what the user will get from your application. After a couple of introductory phrases-an emotional call to action-offer them details.
How you distribute the information depends on what kind of application you have. But, summarizing, you should adhere to the same principles as journalists composing news stories – the most important information comes first, less important – at the end.
Don’t neglect paragraphs. People get scared when they see a text “canvas”. Vary the length of the sentence – this makes the text more expressive. Use subheadings and line breaks. Lists are also a good way to “break up” the text and make it more attractive.
Lists
Since we are talking about lists, they are the easiest and most popular way to tell about the features of your application. Here are some tips on how to use them correctly:
- don’t make them too long;
- put the two most important points at the top of the list, the rest at the bottom;
- you probably haven’t read this paragraph;
- you definitely won’t read this one.
It is tempting to write down all the features of the application in a list. You can try, but keep in mind – people usually read the first two paragraphs and the last one. They skip the middle, just like sentences that start with the same words.
So it would be better to split a long list into several small ones, united by one topic.
Search
People who are looking for an app in iTunes are not guided by the description: they tend to pay more attention to the name, keywords and other factors. However, the keywords in the description are indexed by search engines. Thus, the correct description is the key to high search rankings.
Here is a useful link: here you will find a list of the most frequently used words in the Apple iTunes App Store. You can also try searching using Google Trends and Google AdWords Keyword Planner.
Your description must contain keywords. It is important not to overdo it. They should be relevant. Do not try to write a frankly “selling” text – it will inevitably alienate a potential user. If you need help and the prospect of paying for it does not repel you, you can contact Appnique or Sensor Tower (for English-language texts, – approx. editorial offices).
Localization
Localizing your app is a relatively inexpensive and easy way to increase the number of downloads. He has practically no flaws. A study conducted by Common Sense Advisory among 3,000 buyers from 10 non-English-speaking countries shows that more than 75% of respondents want the application to be in their native language.
The report, which is entitled “I won’t read it, I won’t buy it,” also states: 55% of users make purchases only on those sites where information is provided in their native language. Interestingly, at the same time, 50% of respondents noted that they would be satisfied even with navigation and some of the content in their native language. That is, even a partial translation will give better results than its complete absence.
Given this fact, translate at least the description, if not the entire application.
Localize Direct provides a list of localized applications with the ability to sort by genre – thus, it is possible to analyze where it is better to concentrate your efforts. You can also see a list of the most used words in the description of the application in different languages.
Make sure that the translation company has the appropriate skills. Google Translate is unlikely to be able to convey the shades of meaning that you have put into the text.
Recommendations
Many developers include recommendations in their project descriptions. Of course, they can be convincing – and it’s also a popular selling technique. There are different opinions about the effectiveness of this method.
If a review of your application was written by a popular website or a celebrity, then it’s worth quoting them. If you have won an award, this should also be mentioned. If your application is very popular among your relatives… Perhaps it’s better to keep silent (unless, of course, your last name is Kardashian).
Apple’s rules suggest that you can “post user reviews, praise, recommendations only at the end of the description, if you deem it necessary.”
Updates
Do not think that the description of the application is akin to the Ten Commandments and is carved in stone. You, and this is obvious, will have to report what is new in the application after the update. In addition, if you suddenly came up with a brilliant phrase, or users shared a comment that inspired you, or the best website on the whole Internet left a cool review on your application – do not hesitate to improve your description. If there were errors in the application that affected the work, do not forget to report that they have been fixed after their elimination.
Cross-references
Description is not only a window into your application, but also an opportunity to get a high search rating.
There are four things to consider in order to benefit from links/citations. Firstly, it is always necessary to have a website of your application – with screenshots, texts and links where you can buy it. Secondly, you need a link to the support team – an email address or a forum where you can write if you have any questions or problems. The third is links to your project’s page on social networks. And finally, you need links to your other applications.
Make sure your support team responds to requests immediately. If it is difficult for people to contact you, they will leave you low ratings and, perhaps, even write a malicious review.
If users are asking the same questions, consider creating an FAQ section on the app’s website.
If you already have a successful project, don’t forget to mention it. Or you can leave a description like “if you liked this, maybe you’ll like this one too” at the end of your other application.
Cross-references in your projects can increase traffic and increase the number of downloads.
Common mistakes and how to avoid them
Typos and punctuation/grammatical errors. Invite a specially trained copywriter or, as a last resort, enable spell checking in a text editor.
Confusing and tongue-tied description. If the user does not understand you, then he will not download the application.
Abuse of hyperbole and cliches. Is your app really revolutionary? Is the company really young and dynamically developing? Find less hackneyed ways to communicate this.
Everything secret becomes clear. The truth about your app will be revealed within a few seconds after downloading – and then it will be stored in the Google cache forever. So don’t lie.
Too many keywords. I have already mentioned that clumsy attempts to cram as many keywords into the text as possible will only alienate the buyer.
The description does not take into account the interests of the CA. Write not for yourself and not for competitors – write for the buyer.
Important details are missing. How much does the app weigh? How much does a subscription cost? This is not the kind of information that should be neglected.
So, let’s get started
I will summarize briefly: you need to prepare, write, hone, translate and then update as needed.
Do your research and prepare yourself before you start creating a description. Find the right keywords and phrases. Write down the features of your application in the list and arrange them from the most important to the least important.
Write a draft description or hire a talented copywriter for this purpose.
Edit, correct and rewrite – for maximum effect. Check how the description will look on the iPhone or iPad screen. Work until it becomes smooth, polished and attractive.
Translate it into additional languages, starting with those that are especially important in terms of downloads.
Make sure that the description reflects all the changes that have occurred with your application, make the main improvements in the descriptions and emphasize positive reviews or awards.
A good description of the application will help sell it and stimulate downloads.
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