How to Write the Perfect Google Play App Description

SplitMetrics Google Play description tips

Are you looking to create a description for your new Android app that will help you to achieve maximum conversions? Searching for the best practices of Google Play app description is a good idea.

The truth is even the best app in the world won’t be successful if it’s not marketed properly. Besides, with 3.8 million apps in Google Play Store, competition is fierce in every category, so standing out from the crowd is simply essential.

Since the description of your Google Play app is one of the most important aspects of app store optimization (ASO), we’re going to take a smart approach and give you all the tips you need to capture a potential user’s attention.

Let’s begin.

Google Play App Description Tip #1: Define Your Goals

The process of ASO begins long before writing. To make sure that you didn’t miss anything, you have to identify the goals you’re looking to achieve with your app description for the Play Store. They should include answers to the following questions:

  • What is the app about?
  • What are its most important features?
  • What are the most important benefits to the user?
  • Why should people download it?

Moreover, the text should be indexed by search engines to determine keyword search relevance.

Google Play App Description Tip #2: Get the Preview Right

When someone lands on your app’s page on Google Play Store, they see the preview of the description consisting of roughly 250 characters without having to tap on the ‘Read More’ button to see the full text.

This amount equals about three first sentences of your description. Since first impression matters in the mobile app business, you should make viewers read more by making these sentences as interesting as possible.

Treat the first sentences as an excellent selling opportunity. Most of the people that land on your GP product page will read the full description only if they like what they see in its preview.

To grab the attention of as many readers as possible, you don’t have to be an expert essay writer with 20 years of experience; you should just focus on conveying the value of your app to them.

app description on Google Play
Source: Google Play

Here’s how Discover Financial Services does that for its Discover Mobile app description on Google Play Store:

“You can manage your Discover credit card and bank accounts conveniently and securely from anywhere, using Discover’s Mobile App. Check your account balance, view your account info, make and edit payments, manage your rewards, and more – all from your mobile device.”

Why it’s good?

  • It doesn’t list features, it describes benefits to the user;
  • It emphasizes the good functionality of the app;
  • It describes exactly what the app is about;
  • It describes what kind of problems the app solves.

Another good way to entice Google Play visitors to read the full description is to list the achievements of the app. Here is the example from the Marketing Specialist at Assignmenthelper, Cory Deleon:

“If your app won an award, you should let the potential users know about it. By doing so, you’re establishing the fact that your app is a legit and credible tool to solve a problem the users may have.”

For example, take a look at the description preview of 7 Minute Workout App on Google Play store:

Best of 2016 App, Top Trending App and Best Self-Improvement App selected by Google Play.

Featured by Google Play! No. 1 in over 19 countries and among the top 5 health apps in over 57.

Now supports Google Fit, and comes with the new abs workout.”

testing app description with SplitMetrics
Source: Google Play

Right from the beginning, the preview lists the achievements of the app, thus establishing the credibility and showing that it’s one of the most popular in its category. This could be an excellent way to persuade the viewer to click on ‘Read More’ and eventually install the app.

Also, you can add some customer testimonials to the preview as a third-party endorsement (85% of customers trust online reviews as personal recommendations, so including testimonials could be a great idea).

Google Play App Description Tip #3: Highlight Key Features in a Reader-Friendly Way

This tip actually applies to the entire description. To make the text easy to scan and read, make one sentence paragraphs, headings, subheadings, and sections.

The “Features” is obviously an important section that should be a bulleted list containing a concise but informative description of each feature.

Here’s the Google Play description of the features of the Vivino app.

perfecting Play Store description
Source: Google Play

This format allows easy scanning and reading, so it’s very friendly to users. Moreover, it provides everything they have to know about the app’s features with short but informative sections.

Google Play App Description Tip #4: Experiment with HTML and Emoji’s

A good way to make the description more visually appealing to the reader is to use rich text and emojis. They can be quite beneficial in terms of ASO; for example, you can use them to:

  • highlight important parts of the description such as achievements, awards, and main features;
  • save space for more words, structure the text;
  • persuade the reader to install.

To format your description by adding bold text, color text, italics, larger headings or underlined text, you must use HTML codes. For example, here are a couple of examples:

  1. This code will make the text yellow: <font color=”yellow”>Text</font>
  2. This one is for underlining: <u>Underline</u>

Google Play has an option for emojis, so just select the one you like and insert:  or  or 👍, etc. 

Here’s how English Essays app’s description uses rich formatting instead of the traditional bullet list.

google play app description formatting
Source: Google Play

Tools for Writing and Proofreading Google Play App Description that Sells

Here is the list of tools which will help you in proofreading your Play Store descriptions:

  • Hemingway Editor. A popular online tool that identifies hard-to-read sentences, misspellings, inappropriate word selection, and gives tips for text improvement.
  • A-Writer. An online community of professional proofreaders and editors that can help to improve app descriptions and other marketing-related texts.
  • Ulysses. A clutter-free writing app for iPhone and Android that you can use to write whenever you have a great idea for your content marketing.

There’s no rocket science in writing a high-converting Google Play app description, but it requires your focus and effort. Besides, it’s something that you’ll have to do sooner or later because the competition in the app market is extreme, so you need to do everything you can to stand out from the pack.

Hopefully, these tips will be useful for you to achieve this goal and reach some high number on your app’s download counter. However, remember that it’s prudent to A/B test all product page elements (including description) before altering it. Thus, you’ll protect your business from bitter mistakes costing you thousands of lost downloads.

This guest post was created by Audrey Pilcher, a visual content and digital marketing specialist who currently works at сollege-paper.org and is a regular contributor to Prowritingpartner.

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