App Store Optimisation: Write an effective product description

Your product description is arguably the most difficult of all of the product page assets to put together. It’s no wonder than that most app publishers only bother to write one or two sentences in this field when they usually have up to 4,000 characters. Writing about your product can be a challenge, especially when you’re faced with a blank page and you’re more inclined to write code than marketing copy. Luckily, we’ve created a formula which can help you create an effective product description which is aimed to sell your app and gain the download.

Start with your search terms

Before we break down the formula, the first thing you’ll want to do is refer back to the list of search terms that you created when considering a name for your app (App Store Optimisation # 2 – What’s in a name? Everything!) Your product description is a great place to use any or all of these search terms, as long as they make sense within the copy. This will help ensure that your product description not only provides an effective explanation to potential downloaders on why they should download your app, but your product description will also be working to attract traffic to this page through these search terms.

Use all available characters

It is important to maximise all available characters in the product description. Additionally, you should make use of features such as embedding video. Investing in a YouTube video to demo your app, or getting a video review site to review your app and using this in your description, are some great ways to use the free tools that app stores are providing you.

Five elements for a great product description

So what makes up a great product description? It all comes down to five key elements:

The elevator pitch.

The pricing statement.

Reviews or user feedback; or the News section.

Features and functions.

The sales pitch.

The elevator pitch is a short, succinct description of your app that answers these questions:

What is your app?

What does it do?

Why should I care?

Why are you different?

We call this the elevator pitch because you should be able to articulate this in a few sentences, two or three sentences at the most. Readers should be able to get a clear picture of what your app is all about and most importantly, why they should download it from this statement. If this was the only thing they were able to read about your app, it should compel them to download it. This is why your product description will start with this statement.

The pricing statement articulates the costs associated with the app. If it is free then state this – even if it is also obvious from the pricing label in the app store. This area becomes increasingly important when your app is using a freemium model. In this way, you’ll be setting expectation for the user that your app is free to download but that there are premium areas offered inside they need to be aware of. By clarifying the pricing upfront, you’ll reduce the number of downloads which will result in customer complaints.

The review or news area is a great spot in the product description to pull out a comment or rating from users, app store review sites, or even chart success from the app store. This area helps balance out the marketing copy you are creating as the app owner, with feedback from credible and more social resources that potential downloaders will listen to as part of that community.

The features and functions section is an obvious addition to the product description. In this area, we suggest that you list out the main features of your app. Using an actual ordered list will make it easy to read in the product description. Here, you’ll want to focus on the core elements of your app and highlight those that make your app differentiated in the market. As you grow your product roadmap, you’ll want to keep this list updated in your description.

Finally, the sales pitch is the last statement in your description. This statement should echo again the reason why users should download your app. It‘s also an area to market your website, social networks, videos, and any other apps that you want to include as part of your brand or product offering.

One last tip to remember once you have your product description up and live in the app store is that your product description should not remain static. You should revisit your product description with every product update to make sure that your copy reflects new features. In addition, any news or new ratings, reviews or successes should be celebrated here.

Good luck!

Apple lowers App Store fees for small developers

Apple Inc.  said on Wednesday it plans to start a program to lower its App Store commissions for software developers who make $1 million or less in proceeds each year from the store, but some of the company’s critics called the move “window dressing.”

Apple takes a 30% cut of most purchases made on the App Store, although the commission drops to 15% for subscriptions that remain active for more than a year.

The iPhone maker said developers will automatically get the lower 15% rate if they generate $1 million or less in proceeds – defined as the portion of store purchases that the developer keeps – in a calendar year.

Apple’s App Store fees and rules have come under fire from large firms such as Microsoft Corp, Spotify Technology SA, Match Group Inc and Epic Games as well as startups and smaller companies that allege the fees deprive consumers of choices and push up the price of apps.

“This would be something to celebrate were it not a calculated move by Apple to divide app creators and preserve their monopoly on stores and payments, again breaking the promise of treating all developers equally,” Epic Games Chief Executive Officer Tim Sweeney said.

In reply to its critics, the iPhone maker has previously said its rules apply evenly to developers and that the App Store provides an easy way to reach its huge base of users without having to set up payment systems in the 175 countries where it operates.

The move will affect a broad swath of developers, but it was unclear how big the financial impact would be for Apple.

Based on the publishers it tracks, analytics firm Sensor Tower said 97.5% of iOS developers generated less than $1 million per year in gross consumer spending. But those same developers contributed only 4.9% of the App Store’s 2019 revenue.

💡App Store Optimisation: The power of an app icon!💡

If a picture is worth a thousand words, then your app icon is worth more than any other asset for your mobile or tablet app. Your app icon is the most evident element of your branding, both on the home screen of the users devices and in the app store where they make the decision to download.

Use impulsive mobile download behaviour to your advantage

Users typically make app purchase decisions based on icons – similar to how they often judge a book by its cover. With mobile download behaviour being very impulsive, it is extremely important to be able to stand out from the crowd and convey as much about your app as possible in an instant.

How compelling and clear your app icon is for a user will help with conversion to download and may also play into the decision-making process for a user to consider which app to open from the device home screen – therefore impacting both your downloads and usage. It’s for this reason that App Store Optimisation exercises tackle the quality and effectiveness of your app icon. 

Examine the value of your app icon

The first step for evaluating your app icon is to look to your competitors. Go to the app store and search for other apps similar to yours. Take note of the colours, the design, the style, and the characters or icons that they are using and make a list of these to inspire your own design.

Keep it iconic

It’s best to keep your app iconic. Avoid being overly wordy. In fact, avoid words at all. Using objects, symbols, or letters is best to achieve a clear and easy to digest icon. Consumers should see your icon and be able to identify the imagery you are illustrating. But beyond recognition, they should get a sense as to what your app is all about or what type of app you are providing from your icon.

Keep it simple

Remember to keep your design simple. Clean, high quality icons will present your brand and product as a professional offering in the marketplace. As real estate in an icon is at a minimum, you want to avoid cluttering your icon that will only confuse or frustrate consumers.

Strive to stand out

Don’t be afraid to be different or bold, remember that you want to draw attention to your app amongst a sea of applications in the storefront. Use strong or bright colours. Choose imagery that conveys a mood, tone or emotion indicative to your app’s purpose.

Create and test out many versions

Give yourself choices by creating a couple of concepts for your icon before selecting the one that you will go forward with. Socialise your concepts with colleagues, business partners, family and friends and get their honest feedback. Getting an outside opinion is extremely important seeing that this icon is being created for your audience’s attention and not your own, so be sure not to skip this step.

Get your icon right the first time

Be open to any feedback you may receive regarding your app design – good or bad. Being overly committed to your app icon too early on could blind you to some much needed opportunities to make your app better. It’s never too late to make changes or start over. Since icons are what users will look for to identify their app on their home screen, icons are rarely changed, so you will want to make sure you get it right the first time.

Get outside design help if you need it

If you are not a designer and have the budget, seek professional help. Find a graphic designer who can help walk you through their process. A good graphic designer will meet with you to discover what your business is all about, who you are, what your app’s objectives are and what existing ideas or brand elements you may have already accomplished. Be sure to select a designer you trust. You will want to rely on them completely as your counsel in this field and in some instances you may not see eye-to-eye so someone you know is an expert in their field will be necessary.

Regardless of what you do when it comes to your optimising your app icon, make sure it is not an afterthought. It may be small, but this icon could make or break the success of your app in the marketplace.

App Store Optimization: Write an effective product description

 

Your product description is arguably the most difficult of all of the product page assets to put together. It’s no wonder than that most app publishers only bother to write one or two sentences in this field when they usually have up to 4,000 characters. Writing about your product can be a challenge, especially when you’re faced with a blank page and you’re more inclined to write code than marketing copy. Luckily, we’ve created a formula which can help you create an effective product description which is aimed to sell your app and gain the download.

Start with your search terms

Before we break down the formula, the first thing you’ll want to do is refer back to the list of search terms that you created when considering a name for your app (App Store Optimisation # 2 – What’s in a name? Everything!) Your product description is a great place to use any or all of these search terms, as long as they make sense within the copy. This will help ensure that your product description not only provides an effective explanation to potential downloaders on why they should download your app, but your product description will also be working to attract traffic to this page through these search terms.

Use all available characters

It is important to maximise all available characters in the product description. Additionally, you should make use of features such as embedding video. Investing in a YouTube video to demo your app, or getting a video review site to review your app and using this in your description, are some great ways to use the free tools that app stores are providing you.

Five elements for a great product description

So what makes up a great product description? It all comes down to five key elements:

The elevator pitch.

The pricing statement.

Reviews or user feedback; or the News section.

Features and functions.

The sales pitch.

The elevator pitch is a short, succinct description of your app that answers these questions:

What is your app?

What does it do?

Why should I care?

Why are you different?

We call this the elevator pitch because you should be able to articulate this in a few sentences, two or three sentences at the most. Readers should be able to get a clear picture of what your app is all about and most importantly, why they should download it from this statement. If this was the only thing they were able to read about your app, it should compel them to download it. This is why your product description will start with this statement.

The pricing statement articulates the costs associated with the app. If it is free then state this – even if it is also obvious from the pricing label in the app store. This area becomes increasingly important when your app is using a freemium model. In this way, you’ll be setting expectation for the user that your app is free to download but that there are premium areas offered inside they need to be aware of. By clarifying the pricing upfront, you’ll reduce the number of downloads which will result in customer complaints.

The review or news area is a great spot in the product description to pull out a comment or rating from users, app store review sites, or even chart success from the app store. This area helps balance out the marketing copy you are creating as the app owner, with feedback from credible and more social resources that potential downloaders will listen to as part of that community.

The features and functions section is an obvious addition to the product description. In this area, we suggest that you list out the main features of your app. Using an actual ordered list will make it easy to read in the product description. Here, you’ll want to focus on the core elements of your app and highlight those that make your app differentiated in the market. As you grow your product roadmap, you’ll want to keep this list updated in your description.

Finally, the sales pitch is the last statement in your description. This statement should echo again the reason why users should download your app. It‘s also an area to market your website, social networks, videos, and any other apps that you want to include as part of your brand or product offering.

One last tip to remember once you have your product description up and live in the app store is that your product description should not remain static. You should revisit your product description with every product update to make sure that your copy reflects new features. In addition, any news or new ratings, reviews or successes should be celebrated here.

Good luck!

App Promo tip #1: Understand your product

Starting today, we’re introducing App Promo’s developer 101 tutorial series, where we’ve asked our friends at App Promo, a leading app marketing and strategy firm, to share some of their best hints and tips for developers. We’ll be sharing their tutorials as a summer series of blog posts that will be published weekly for the next 10 weeks.

App Promo’s first tip focuses on the importance of understanding your product. In order to create a truly successful product, you must take a step back and look at your app from outside-in. What is the purpose of the app and why would a user in your target group use it? Have you defined a target group? If you spread too thin when defining your target group, you might not get any pickup in any demographic groups. If you instead target a well-defined group, you’re improving your chances a lot of getting successful with this group. From there, you can widen your scope. This concept and much more is explained in this article. Learn more…

When you take into consideration that over a million applications are available in app stores today, what’s the best way to navigate the marketplace in order to ensure your app has the best visibility possible? This is where App Promo comes in. As leaders in app marketing and strategy, App Promo’s goal is to assist developers and app owners in succeeding in the business of applications. We recently collaborated with them to bring you a series of tutorials – tips and tricks to guide you and help take your app to the next level. Our first developer success tip is to concentrate on your product.

No matter what marketing efforts you put behind your app, the success of any campaign will come down to your product. Being a product owner, it is extremely important for you to understand your app’s purpose and demographic and translate these ideas into a working product that has the utmost quality for your user.

Define your app’s purpose

Regardless if you are building a game, utility or a communication tool, the key to app success is to understand what you are building and why it will benefit your user. Your app’s purpose should be extremely focused. Don’t try to accomplish too many things at once or you risk confusing, overwhelming and losing your user. Look to your competition to help you define things. What are they doing well, what are they missing at and what can you do better?

A great exercise to help you fine tune your objective is to explain your app in six words or 140 characters (like a tweet) or less. This is not only a great way to clarify your concept but the output can also be used to create your marketing messaging in your upcoming campaigns or your unique selling proposition (USP).

Put yourself in the user’s shoes

Once you have determined WHAT you are building take yourself through the remaining 4 Ws to help understand your demographic.

Ask yourself:

Who are you building this app for?

Why will they use it?

When will they use it?

Where will they use it?

It is extremely important to know who your user or users are and to continue to think like them throughout the idea, design, development and especially testing phases of your app project.

Keep this demographic in mind when it comes to your marketing. Target your paid media to this audience. Cater and create your marketing messaging using the answers to the questions above. Maintain a consistent vision of who your user is to be sure that you end up with a product that your users want.

Don’t cheap out on quality

Marketing is there to bring visibility and traffic to your application. But it can backfire if your application is not ready for the spotlight. Be sure that when you kick-off your marketing efforts your product is available and working. Your project timeline should have a strong emphasis on testing – both from a code and user perspective, to flush out bugs that will cause the app to crash and give a poor user experience.

It is often wise to schedule a marketing launch a time after the actual production launch of your app (or general release). This will give you time to see traffic and usage of your application from real users in a manageable volume. The feedback you gain during this time will help determine how ready you are to continue promoting your app.

Use your product roadmap as a marketing tool

The app ecosystem is an active one. Users expect to see updates to their apps and look forward to fixes, design changes and new features when it comes to their favourite applications. These updates act as a form of marketing to your current users as the notification they will receive will keep your product top of mind and will spike usage. Be sure to spread out your updates to allow for usage to drop before you release another version to maximise its impact.

Keep on top of new operating system software updates and update your product with features that utilise them if it makes sense. Updates to your app are also a great reason to establish a marketing campaign outside of launch so start to view them as more than just code releases. Also remember to incorporate your users’ feedback and comments, as this can improve your app or service.

 

ASOLE- App Store Optimization- Limited Edition

@AppPromo we understand the importance of ASO (App Store Optimization).  That is why we created A S O L E  App Store Optimization Limited Edition. It is our breakthrough package to help you get started with your application’s best chance of being discovered.

Optimization of Your App Store Product Page is Key to Your App’s Success

It is the destination for all of your marketing efforts – ads, search, social media – and is the first thing users see when they come across your app within the app marketplace. We offer ASO services for New or Existing apps on iOS and Android platforms.

Benefits of App Store Optimization

  • Improve search results and immediate app comprehension within app store lists with an optimized name
  • Take advantage of app ranking opportunities with our category and sub-category recommendations
  • Improve brand recall and rapid app comprehension and increase conversion with icon & screenshots suggestions
  • Increase sales conversions and improve search discovery with a SEO focused Product Description

To ensure that you are leveraging the power of your app store page, choose from one of our App Store Optimization packages – rapid, ready-to-go services created to improve discovery, downloads and success of your app within any storefront.

Its easy to reach out to one of our ASO Specialists,  you can reach us on Skype, WhatsApp or Zoom, or email gary@app-promo.com to get instant response and results.

How COVID-19 has created the perfect storm for App Developers Holiday 2020 spending.

The COVID-19 pandemic has affected and changed the world in ways we could never have predicted. App Developers have not been spared from the difficulties and challenges that the pandemic has caused. However, one interesting finding from a recent survey conducted by @AppPromo is that over 90% of App Developers have seen more downloads as a result of the COVID-19 pandemic. Only less than 5% of the 540 Developers (USA and Canada) surveyed during the period from Oct 1-10, saw less downloads as a result of COVID-19.

 

The results also highlighted that App Developers are planning to increase their App Marketing 2020 Holiday spend. Over 67% of those responding are planning to spend more and they are planning to spend more now!  70% of Developers have already started spending in October and plan to spend over the months of November and December.

 

In the worst of times we see the best of times for App Developers. It is reassuring to note that the App Business has continued to grow during the COVID-19 pandemic with developers seeing more users and more revenue than previous times.  With consumers spending more time online, app usage and engagement is reaching all-time highs. All categories of have grown with a high percentage on games and productivity applications.

 

App Developers continue to put their dollars on performance media with large players (Facebook and Google) taking the major share of media spend. Not to be discounted, influencer marketing is continuing to play a part in the developer’s media spend. App Store optimization has continued to be an important ingredient in the mix.  However, the most important and no longer the secret sauce in app marketing success continues to be data analysis. The one- and only-way developers can increase and even guarantee their success is to understand and learn from user data, to help them navigate the complex and exciting app ecosystem.

 

🎄 Over 90% of App Developers have seen more downloads as result of the COVID-19 Pandemic

🎄Holiday App Marketing Spend increasing by 67% according to latest survey of App-Promo.

🎄 Over 90% of App Developers have seen more downloads as result of the COVID-19 Pandemic

 

Oct 13, 2020
Toronto, Ontario

App-Promo, an award-winning App Marketing Firm, is pleased to share the results of its Holiday Spend/Covid-19 App Marketing survey. Over the period of Oct 1-7th, 540 app marketers in the USA and Canada were sampled with three questions.

How has COVID 19 affected your App Marketing Spend this holiday season?  Over 67% of users responding said they would be spending more on app marketing over this holiday season, with 17% saying they would be spending the same amount.  Only 8.4% responded they would be spending less.

When will you be starting your App Marketing Holiday campaign spend? Over 67% of users responding said that they have already started their App Marketing Campaign spend in October, with the remaining 33% responding they would start no later than November 2020.

Are you seeing more or less app downloads as a result of the COVID-19 pandemic?  An overwhelming 92% responded they are seeing more downloads, with no one responding they are seeing less downloads.

“In the worst of times we see the best of times for App Developers. It is reassuring to note that the App Business has continued to grow during the COVID-19 pandemic with developers seeing more users and more revenue than previous times” commented Gary Yentin, CEO of App-Promo.

In response to this increased demand and revenue, App-Promo is pleased to offer App Developers a 20% discount on its App Marketing Services for the Holiday period.  The goal is to empower the app community with professional and proven marketing services to help them make even more revenue during these challenging times.

 

About App-Promo
App-Promo’s (http://www.app-promo.com) mission is to educate, equip and assist app publishers (developers, brands, advertisers and agencies) succeed in the Business of Mobile Applications: App Strategy, Marketing & Monetization and App Store Optimization (ASO) services.

With over 3 million applications in the app marketplace today, App publishers can no longer lean on the idea that “if they build it, they will come”. We believe that a proper plan, a strong business model and a robust marketing strategy are necessary ingredients for any app to thrive in a saturated and noisy ecosystem. Follow us @AppPromo or contact gary@app-promo.com

Pages:1234567...30»

Events

  • No events yet
Like us on Facebook

Latest Tweets

App Store Small Business Program - Apple Developer https://t.co/9IvcziwbJh
Apple Names Disney Plus the Apple TV App of the Year https://t.co/2ntl6YxMRX
App Store Optimisation: Write an effective product description https://t.co/UduZuQHw22
How to Plan your Virtual Holiday Party Event by Zoom Holiday Parties Nov 23, 2020, 2:00 PM - 3:00 PM (your local ti… https://t.co/r9maaY1fgw
Lots to be thankful for and time to take a moment of gratitude. Wishing everyone a safe Thanksgiving. Enjoy the hol… https://t.co/K3Uzm1Lp6i
🎉 Get together virtually with Zoom Holiday Parties (https://t.co/VWI57qNUix), the most fun on Zoom in 90 minutes.… https://t.co/0nHbw8msx6