Writing an application description can be a tedious task. However, when you check out your analytics report to see how well your app is converting, you might see that your app page is getting visited over and over again, yet only a small portion of those visitors are actually converting to installs. 

Even though the importance of an app store description is different in the Apple App Store and the Google Play Store, it is an extremely important aspect of a successful App Store Optimization (ASO) strategy.

Along with keyword optimization, conversion optimization is also important for ASO purposes. A poor conversion rate can be the result of a poorly-written description or lacking creatives. That’s why we have compiled the most important app store description guidelines that will, hopefully, help you convert more users. 

Writing an App Description, the Right Way

Before you dive deep into preparing your description or improving an existing app’s description you have to answer a couple of questions to yourself.

What is your app about? – Think of general information on your app, identify it clearly to yourself.

What is it that makes your app unique? –  This question correlated with the reason for the main features your app carries.

Why should I download your app? – The reasons should be enough to intrigue the potential user.

After you know the answer to these questions, you are ready to write a killer app description.

Follow these 5 tips on writing an app description and you will most certainly see the results in no time!

1. Make the Introduction Spectacular

app store description

The first 3 sentences of your app feature description are the most important ones. Spend some extra time perfecting them.

They should be amazing and should catch the attention of the app page visitor. If you can get them to read through, chances are, they will decide to download your app.

Try to resonate with their feelings, tell them why your app is so awesome, and aim at leaving an impression on their mind. Even if they don’t download it right away, you will stick to their head and as we all know, once the idea is planted in a mind, it only grows.

2. What is Your Super Power?

app store description superpower

Know it. Embrace it. Make it known.

Rather than focusing on all of the various small features that might seem cool to you, focus on your most interesting, unique feature and move on from there.

One feature you added might seem like a huge deal as you might have spent countless hours perfecting it. Sadly, that usually won’t be noticed by the average user.

Focus on what will make the average mobile phone user surprised and excited about your app. 

3. Remember Your Grandma!

app store optimization

I mean, we all do love our grandparents. That’s not the point here!

Imagine that your average user is your grandma or grandpa. While you know every single detail about your app, it’s quite likely that your average user won’t understand a thing.

Make your app description easy to understand. Try to avoid phrases that are too complicated or technical. Make sure that your description flows easily and is easy to grasp, hard to forget.

4. Bullet Points and All!

bulletpoints in description

Rather than having a lengthy body of text which resembles those college articles you wrote and read, try to make it simple.

Divide your description into bullet points where you list your functionality and features. Use short paragraphs which are easy to find and easy to read. There’s no point in having a great description that will never get read because of it being too intimidating. Always remember that your potential users are kind of lazy. Make their job easier.

5. Be the Consumer, Not the Publisher!

app store customer

Try to think like your potential users. How would they react to your description? Would they simply glance at it or would they read every bit of detail?

Have a look at how your app competitors have written their app descriptions, getting some inspiration is never wrong. Thinking like your users will help you immensely while writing an app description.

Also, check their app descriptions and try to think how you would react to their description and after that try to view your description under the light of your reaction to their description. Now you should be able to write up a compelling app description.

App Store Description Examples

Using App Intelligence, you can instantly get a snapshot of the app you are interested in. Now let’s check some description examples. 

Microsoft To Do



Now you are ready to create an effective description that will increase your conversion rates. If you want to take it to the next level and grow your app in a data-driven way, sign up for free today!