From your point of view, the app description is the chance to sell your idea, so you need to think of it as a sales pitch. You have to tell a user why they should download your app rather than another one.
Of course you want to give the best sales pitch you can, so your description has to be clear and make a user interested. It also helps to be concise and to the point; there’s no need to include every single feature and functionality.
Get to the point
Unless a user clicks the ‘More’ button (and unfortunately many don’t), they’ll only see the first 2 or 3 lines of your app description; and if a user is searching on an iPhone, they’ll only see the first 255 characters of your description. Therefore it’s essential to tell them exactly what your app does and how it benefits them as soon as possible. Start with the best selling point you can to grab their attention and be concise in pointing out the other beneficial functionalities and features.
Think from the user’s perspective
From a user’s point of view (and remember it’s always important to look from your target audience’s viewpoint no matter what type of text you’re writing), the app description is there to tell them exactly what the app is and what it can do for them. Even if you love a certain feature of your app, always write your description from the user’s perspective. Ask yourself what would interest them the most and what would benefit them the most. Also don’t forget to explain briefly how the app works!
A concise way to present your app’s features is a bullet point list. However, make the list short with the two most beneficial features at the top. People have a tendency to skip the middle points and jump to the last one, so consider putting your third most beneficial feature at the end.
In Google Play your description influences your ASO (app store optimisation) which is your app’s search ranking, so including relevant keywords and search terms in your app description are important to help a user find your app. In iTunes this is not the case. However, as iTunes preview pages appear online and are indexed by search engines like Google, including relevant keywords can make a difference on your search ranking.
If your app has been mentioned in the press, won an award (or been nominated), received positive reviews from users, received positive press or blog reviews, add these to your description. Also include the best quotes your app has gotten from users.
Call to action
Even if you’ve written the best app description possible, it’s always good to give users an extra encouraging push to download your app. For instance, “Download [app name] now to [main user benefit]!”
Contact and cross promotion
At the end of your app description consider telling the user a little bit about you or your company and, more importantly, how they can contact you. Also don’t forget to promote any other apps you’ve developed.
Considering users whose first language isn’t English and promoting your app in several different languages will increase your downloads. Just make sure your translations are accurate (don’t just rely on Google Translate!).
After you’ve written your description, check it for typos and grammatical errors. Ask yourself if the app’s benefits are clear and if a user would feel interested. Check for unnecessary points that could be omitted to make the description more concise. Also don’t forget to add 2 or 3 screenshots highlighting how easy it is to use and the main benefits for a user (and to show off your app’s great design!).
Your app description isn’t set in stone. It will need to be updated and evolve as more great reviews come in, as it gets downloaded more and more, as it gets featured in download charts, and so on. Don’t stress out by trying to write the perfect description. Instead, focus on writing the best one you can for now.