What is an App Description?
An app description is the text on an app store listing that explains what the app does and why people should download it.
Importance of App Descriptions
A well-crafted app description is crucial for increasing an app’s visibility and conversion rate, known as App Store Optimization (ASO). Apple and Google consider app metadata, which includes the app description, in their search rankings. Without a strong description, your app may not appear in search results.
Writing an Effective App Description
Questions to Consider:
- How would users describe your app?
- What is the primary use of your app?
- What problems does it solve for users?
- What are the tangible and intangible benefits?
- What do reviews and awards say about your app?
Use three to five paragraphs to detail the benefits and features, incorporating subheads, bullets, and special characters for readability.
App Store & Google Play Store Requirements
To ensure approval and high rankings, adhere to Apple and Google’s requirements:
General Guidelines:
- Pricing: Avoid specific pricing details. Mention pricing tiers and what's included in free and paid versions.
- Brand Comparisons: Do not include brand comparisons or competitor names.
- Content Appropriateness: Content must be suitable for all audiences (4+), even if the app targets mature users.
Character Limits & Restrictions:
| Store | Description Type | Character Limit | Restrictions |
|---|---|---|---|
| Apple | Description | 4,000 | Avoid generic descriptions, inappropriate content, pricing, placeholder text, competitor names, unattributed testimonials, and word blocks. |
| Google Play | Short Description | 80 | Avoid repeated special characters, pricing, vulgar content, unattributed testimonials, competitor names, and placeholder text. |
| Google Play | Long Description | 4,000 | Same as above for short description. |
Google Play Store:
- Short Description: A brief hook below the app title to drive interest.
- Long Description: Up to 4,000 characters; keep it concise.
Apple App Store:
- Description: Capped at 4,000 characters. Avoid generic claims unless officially recognized.
- Promotional Text: A 170-character space for news, sales, or new features.
Tips and Best Practices
- Highlight Key Content Early: Only 255 characters appear in the app listing preview.
- Localize: Reach global audiences with localized content using tools from Google and Apple.
- Test Variations: Use A/B testing to determine the most effective app description.
- Avoid Manipulative Tactics: Follow ASO strategies without gaming the system, as this can lead to lower rankings or rejection.
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