How to write a good App Store description?

Good marketing makes the company look smart. Great marketing makes the customer feel smart.” — Joe Chernov

This week, before submitting an app which I gave marketing consultancy, I did some research on the internet about how to write a good App Store description. Finally, I found a great study of Incipia (a growth consultancy agency) which is based on research on 100 app screenshots. According to this research, I wanted to pick the bullet points and give a quick guide to people who struggle to write a description before submitting their app to the App Store.


  • Don’t use long sentences and paragraphs. Simplicity leads to a better rank.
  • Don’t list the features; they can take up huge space.
  • Don’t need to custom backgrounds. The ones using them are not rank higher.
  • Don’t use quotes from users or PR. They lead to lower ranking differentials.
  • Don’t include social media links or support contact information. They are both have negatives effects on ranking.

Description Walktrough

Start with an opening description line:

Write your main value proposition in one sentence. Instagram; Instagram is a simple way to capture and share the world’s moments.

Continue with your branding message:

Snapchat; Life’s more fun when you live in the moment Happy Snapping!

Sell the app:

Pandora; Powered by the Music Genome Project®, the most comprehensive music analysis ever undertaken, Pandora gives you personalized radio that plays what you love and continually evolves with your tastes.

Ask a question:

Juju on the Beat: Can you complete the Juju Running Man Challenge?

Describe how your app works:

UBER: Requesting your Uber is easy — here’s how it works:

–  Just open the app and tell us where you’re going.

– The app uses your location so your driver knows where to pick you up.

– You’ll see your driver’s picture, vehicle details, and can track their arrival on the map.

– Payment can be made by credit card, cash in select cities, Apple Pay, Android Pay, PayPal, and more.

– After the ride, you can rate your driver and provide feedback to help us improve the Uber experience. You’ll also get a receipt by email.

Give some samples of use cases:

Google Maps: Discover places and explore like a local.

– Find top-rated restaurants and local businesses, wherever you are.

– Decide on the best places to go with reviews, ratings, and pictures of foods and interiors.

– Plan your visit and see menus, make reservations, and find when places are typically busiest.

– Help others discover the best places by sharing reviews, photos and more.

– Save places you want to or often visit, and quickly find them later from any computer or device.

That’s all!

Visit the original post if you want to read the research.

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