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How to write a captivating description for the App Store

TL;DR: Did you know you can improve the visibility of your app by optimizing its description in the available app stores? Begin with an engaging title and an informative opening sentence that clearly outlines the app's primary feature. Detail the app's functionalities and advantages using bullet points, and incorporate relevant keywords to improve in-store search rankings. Use straightforward language to connect with your audience. Update your description regularly, taking into account user feedback and market trends, to maintain its relevance. Aim for a keyword density of 2-3% to optimize search visibility without overusing keywords. Finally, employ A/B testing to perfect your strategy and prioritize the user experience in your description. 

In the competitive world of app stores, knowing what to include in an app store description can be the make-or-break factor for your download numbers.

From standout titles to persuasive feature highlights and strategic keywords, this article will show you exactly how to craft a compelling app description that not only resonates with your audience but also adheres to the latest App Store Optimization (ASO) techniques.

Key Takeaways

  • The app title and subtitle are critical for making a first impression in an app store, with a combined limit of 60 characters; these elements should include strong keywords for better app store optimization.
  • The opening sentence of the app description should act as an engaging elevator pitch that conveys the app’s unique value proposition and encourages users to keep reading.
  • App Store Optimization (ASO) is essential for increasing app visibility, involving careful keyword research and selection, balancing keyword density, and regularly updating keywords to adapt to market changes and user behavior.
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Crafting the perfect app title and subtitle for the app stores

Crafting the Perfect App Title and Subtitle

As potential users navigate the app stores, they’re first greeted by your app’s title and subtitle. These components do more than just identify your app. They create an initial perception of what your app offers and significantly contribute to setting user expectations.

The name of your app serves as its distinctive marker, so it’s crucial that it be both impactful and reflective of the brand you’ve created for the app. Be sure to keep it brief yet informative within the 30-character limit imposed on titles — precision is key here. Employing A/B testing can help in discovering which keywords resonate best with users for enhanced app store optimization.

The subtitle complements the title by allowing another opportunity — through a similar character constraint — to convey more about what sets your application apart using strategic promotional text imbued with relevant keywords.

Tip: Always tailor your app store description to resonate with your target audience, using language and imagery that clearly articulates the app's benefits and features.

When composing your message, avoid any jargon or complex terms that might baffle users who are not tech-savvy, especially when explaining the nuances of a webview app or a hybrid app. Also, stay away from citing rankings or price points, as these can mislead users about the unique benefits your app provides. Maintaining clarity and honesty is essential in nurturing trust with potential users who may download your app.

Enticing opening lines: Securing app downloads with your app description's first sentence

Hooking Users with Your App Description's First Sentence

Crafting an engaging app store description is essential after perfecting the title and subtitle. The initial sentence of your app’s description plays a pivotal role in captivating users’ interest. Without this intrigue, most prospects will stop reading further.

This line should serve as a concise and convincing elevator pitch that conveys the distinctive value proposition of your app using clear, straightforward language — enticing enough to spur users into action to download it.

Tip: Start to write your app store description with a clear and concise sentence that directly communicates the app's main function and benefit to the user.

The opening of your app's description should be laser-focused and visually cohesive with the title and screenshots, immediately conveying the app's relevance to potential users.

It's the hook that captivates the reader's attention and smoothly guides them into what your app is all about, detailing every feature and benefit your app brings to the table. With app optimization in mind, this section should not only pique interest but also meet app testing requirements to ensure a seamless user journey from discovery to download.

Telling your app's story: Highlighting key features and benefits

Highlighting Key Features and Benefits

An effective app store description should highlight the app's unique value. Use captions and app store screenshots to quickly communicate what the app offers. This is crucial for standing out in the crowded marketplace.

A well-crafted description distinguishes your app in the Google Play Store or other platforms. It's important for improving visibility and increasing downloads. Optimize every aspect of your app’s page for the best results.

Some strategies to optimize include:

  • Integrate the app into daily life with real-world examples
  • Highlight key features such as "no subscription fee"
  • Clearly describe benefits and in-app purchases (i.e. if your app has elements of in-app purchases such as game currencies for gaming apps, mention it in the description to entice users.)

Fact: When crafting the tone and vocabulary of your description, ensure they are specifically tailored to resonate with and captivate your intended target audience. Over 65% of app downloads are the result of a search in the app store, making the choice of keywords in your app description crucial for discoverability.

Ensure that your app's page details, including the short description and app store screenshots, are well crafted. They should capture potential users' attention and meet their expectations effectively.

(At this stage, you should also consider Google Play review time in your launch plan. This affects when your app is available to users. Timely planning can make a significant difference in your app's success.)

Focus on user experience

It’s deeply important for apps to meet the expectations of their users and to keep up with the latest trends. Your app needs to improve the daily lives of its users.

Listening to user feedback and making changes to your app based on what users say is important. This shows users that you care about their opinions and want to make the app better for them.

It's good to use strategies that encourage users to keep using your app regularly. For example, you can make users curious about new or upcoming features, or tell them that something is only available for a limited time (via push notifications, social posts, or email campaigns). This will remind them of the value of your app, and encourage ongoing engagement.

You can send notifications to users or show messages in the app to keep them interested. These reminders can help users remember why your app is important to them.

It’s also deeply important to personalize your app’s push notifications. Leveraging data around your users’ unique interests, locations, purchase history, ‘favorites’ list, and more, to personalize your push notification messaging can encourage repeat visits and perhaps more revenue.

Personalization is the key to unlocking a more meaningful connection with your audience. By leveraging data around users' interests, their geographical location, previous purchases, and other behaviors, you can tailor your push notification messaging to resonate on a more individual level.

This level of personalization ensures that each notification feels relevant and valuable, increasing the likelihood of user interaction and fostering a sense of individual attention. Whether it's a local event notification, a special offer based on past buying habits, or updates tailored to personal preferences, this strategy cultivates a user experience that feels bespoke and thoughtfully curated.

Show, don't tell

In crafting descriptions for your app, it’s essential to employ the principle of “Show, Don’t Tell.” Engage potential users by detailing your app’s main features with rich and dynamic language that paints a vivid picture of its functionality and user experience.

Convey how the app can enhance their lives, whether by saving time or money or offering enjoyable content, through scenarios they can relate to.

To facilitate readability in presenting these features, structure the information using bullet points or distinct headings that delineate each benefit.

Elevating your description involves incorporating visual elements — such as appealing color schemes, uncluttered designs, and legible fonts — that captivate users’ attention while conveying an accurate impression of your app’s design and navigational flow.

Navigating app store optimization (ASO)

Mastering App Store Optimization (ASO)

Having crafted a persuasive description, the next step is to ensure it reaches your audience. That’s where app store optimization (ASO) comes in.

It involves performing keyword research, analyzing search volumes and competitiveness, and using ASO keyword research tools. Identifying high-volume and relevant keywords is crucial for optimizing your app’s visibility on the App Store.

It is important to consider the trade-off between ranking for less common terms and more popular ones. This balance can significantly impact your overall search visibility and traffic.

The architecture of your app description significantly contributes to ASO. Use subtitles, bullet points, and place high-priority keywords toward the beginning to improve visibility and conversion rate. Ensure your app titles are both memorable and effective for ASO, blending keyword optimization with creativity.

Keyword research and selection

Use an app store keyword research tool provided by ASOdesk to effectively pinpoint prospective keywords. This tool is essential for:

  • Assessing how competitive certain keywords are, by giving you an extensive look at data from your rivals
  • Delivering difficulty scores specifically for both iPhone and iPad that reflect how tough it can be to make it onto the first page of search results
  • Generating a ‘Keyword Traffic’ estimate to gauge the amount of potential traffic associated with highly ranked keywords

It’s important to recognize that the Apple App Store is in constant flux as user behavior and market dynamics shift.

Revisiting and refining your app’s keywords should become routine practice, ideally on a 4-6 week cycle, ensuring they stay aligned with these ongoing changes.

Balancing keyword density

Keywords play a pivotal role in app store optimization, yet it’s essential to ensure that the frequency of keywords within your app description remains balanced.

Avoid the practice of keyword stuffing, since excessive use can result in penalties and interrupt the natural rhythm of your text. Aim for a keyword density around 2-3% as an optimal guideline.

Using keywords seamlessly into your narrative not only makes for smoother reading, but also boosts search visibility while preserving an organic feel to the language presented to users.

Tip: Strive for a keyword density of 2-3% in your app description to optimize search visibility without overstuffing. This ensures your text reads naturally while still being discoverable by potential users.

A/B testing for continuous improvement

AB Testing for Continuous Improvement

Having crafted your app description, the next crucial step is to engage in A/B testing with a focus on your intended audience. This involves:

  1. Establishing well-defined objectives aligned with business goals and developing hypotheses for testing that involve key performance indicators (KPIs), segmentation of the audience, and meticulous planning.
  2. Giving priority to vital elements such as the app icon, screenshots, and testable hypotheses within store listings and search results.
  3. Ensuring these components are customized for various platforms and locations to achieve prominence over rival offerings.

The outcomes derived from A/B tests should concentrate on levels of confidence, user traffic flow, and conversion rate metrics. It’s essential to have data that reaches statistical significance in order to make choices that are backed by reliable information.

The process involved in creating an attractive app description is cyclical. You must use insights gained from A/B tests along with user feedback and engagement measurements to continuously improve upon your app’s presence within the app store page and listing.

Examples of good app descriptions

Let's dive into some examples of app descriptions that have hit the mark in the digital marketplace:

  • Spotify: A masterclass in highlighting unique features and catering directly to user needs.
  • Airbnb: A narrative that paints the possibilities of travel and adventure, while clearly outlining key functionalities.
  • Candy Crush Saga: A sweet description that captures the essence of the game's addictive puzzle-solving gameplay, enticing players with the colorful and challenging levels that await them.


android, mobile, smartphone, spotify app

Spotify's app description is a prime example of how to effectively communicate the core benefits and unique selling points of an app. It resonates with the target audience by addressing their musical desires and requirements.

  • Title: Spotify, the music powerhouse, capitalizes on its iconic brand for instant recognition.
  • Subtitle: "Music for Everyone" succinctly encapsulates Spotify's universal appeal and vast library.
  • Opening Sentence: Invites users to dive into an ocean of music with a personalized listening experience.
  • Features: Showcases Spotify's strengths such as its extensive music catalog, personalized discovery algorithms, offline listening, and social sharing capabilities.
  • Visuals: The screenshots highlight Spotify's sleek user interface, playlist curation, and real-time lyrics feature.
  • User Experience: Emphasizes the seamless integration of user preferences to create a unique and tailored music streaming journey.


airbnb, air bnb, apartment

Airbnb's presence on Google Play is another testament to the power of a well-crafted app description. It uses evocative language to entice potential users with the promise of unforgettable experiences, presented in a clear and engaging manner through the use of bullet points.

  • Title: Airbnb – Experience a world of possibilities.
  • Subtitle: "Unforgettable travel starts with Airbnb" - inviting users to explore and book unique accommodations.
  • Opening Sentence: Discover and book one-of-a-kind accommodations and adventures, all from your mobile device.
  • Features: Airbnb's app store description effectively showcases its features with a focus on user experience and adventure. It highlights:
  • Easy-to-use search filters for finding the perfect stay.
  • High-quality images of listings to preview potential stays.
  • Reliable user reviews for informed decision-making.
  • Streamlined booking and itinerary management.
  • Visuals: High-quality images of listings and experiences, easy navigation through the app's features.
  • User Experience: Personalized search and booking process, with 24/7 customer support for a hassle-free travel experience.

Candy Crush Saga

Candy Crush Saga game being played on an Android mobile

Candy Crush Saga’s app description strategy uses enticing language and vibrant visuals to draw players into its colorful world of puzzles. Key features like 'Boosters' and 'Daily Rewards' are showcased, promising a sweet, addictive adventure that encourages downloads.

  • Title: Candy Crush Saga – A Sweet Adventure Awaits.
  • Subtitle: "Match, Smash, and Blast Candies to Victory" - captures the essence of the game's core mechanics in a playful way.
  • Opening Sentence: Step into the sugary world of Candy Crush Saga, where each swipe is a move towards delicious victory and colorful adventures.
  • Features: Candy Crush Saga showcases its sweet features by focusing on the joy of the match-three puzzle experience. The game's signature candy-swiping action offers endless fun, with 'Boosters' to help players through tough levels, 'Daily Rewards' for consistent play, and 'Leaderboards' to compete with friends. The 'Levels' continue to increase in difficulty and variety, providing a satisfying challenge to players. These features are presented in a way that's easy to understand and enticing for both new and experienced players.
  • Visuals: Highlights the vibrant and engaging gameplay with eye-catching graphics and animations that bring the candy-matching experience to life.
  • User Experience: Concentrates on the seamless and entertaining gameplay that has captured the hearts of millions, with intuitive controls and rewarding progression systems that keep players coming back for more.


Creating an enticing and compelling app store description is key to attracting users. Your app's name and subtitle make the first impression, so they must be clear and catchy. The description should highlight your app's unique features and benefits clearly.

A good app store description is not a one-off effort. You should regularly update it based on user feedback and market trends. This helps keep your app store descriptions relevant and appealing to potential users.

The description should be straightforward and avoid technical jargon. It's important to explain what the app does and how it can benefit users in a language they understand.

App Store Optimization (ASO) is crucial for making your app more visible. This means carefully choosing keywords and updating them frequently to match what users are looking for.

Remember, the goal of good app description is to convince users to download your app. Your description should make them see the value in it and feel that it's worth their time.

In summary, a well-crafted app store description is a blend of clear language, strategic ASO, and ongoing updates. It should communicate the app's value and entice users to download it.

Frequently Asked Questions

What should I put in my app description?

Ensure that your app’s description begins with a concise yet informative paragraph, then proceed to detail the essential features. Emphasize what sets your app apart and use language that will engage your intended target audience.

When crafting the tone and vocabulary of your description, make sure they are specifically designed to connect with and appeal to those who will be using your app.

What is the description field in the app stores?

In app stores, the description field is where you tell people about your app. It's important because it helps convince them to download it. You can talk about what makes your app great and use special words that help more people find it. Even if not everyone reads it, those who do might be more likely to get your app.

What information is needed for an Apple App Store listing?

Prior to showcasing your app in the Apple App Store, it is necessary to compose a product page. This should encompass details pertaining to what to include in the app store description of your app, outline its capabilities, display screenshots and incorporate relevant keywords.

How important is the title and subtitle in an app description?

In an app description, the prominence of the title and subtitle is vital since they heavily influence a user’s initial perception and anticipate the value that the app promises to deliver.

What is the ideal keyword density in an app description?

In an app description, maintaining a keyword density of about 2-3% is optimal. This balance ensures the app remains visible in search results without succumbing to the practice of keyword stuffing.

*DISCLAIMER: This content is provided solely for informational purposes. It is not exhaustive and may not be relevant for your requirements. While we have obtained and compiled this information from sources we believe to be reliable, we cannot and do not guarantee its accuracy. This content is not to be considered professional advice and does not form a professional relationship of any kind between you and LLC or its affiliates. is the industry-leading end-to-end solution for developing, publishing, and maintaining native mobile apps for iOS and Android powered by web content. When considering any technology vendor we recommend that you conduct detailed research and “read the fine print” before using their services.*
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