Your brand new app is ready for launch, polished to a mirror sheen after long, hard development hours. You can hardly wait to set it free into the wide, colorful world of digital app shops, but before you can do that, you need to wrap your prized brainchild into a nice, shiny package. There’s no rest for the wicked.
“Alright, let’s get this done”, you think, the fire of determination sizzling in your eyes.
You caffeinate yourself and start brainstorming for the keywords that will make your app be found by its target audience. You do your research and carefully find the perfect set of words with the right balance of traffic and difficulty.
But how in the world do you turn relevant keywords into great storefront copy for your app?
Worry not, young one. Papprika is here to help you through this intimidating - but also fascinating - task with 5 quick pro tips!
1 - The power of synthesis
Google Play and the App Store give app developers plenty of space to describe their apps, but let’s face it: most people don’t like to read much these days, particularly when they’re browsing for apps.
You can and should make the most of text space by smartly blending keywords into your app descriptions, but the bulk of your effort must focus on app titles, short descriptions (on Google Play), promo texts (on the App Store) and the first paragraph of your full description.
That’s a very narrow character count to contain all the awesome features of your app, yes, but that’s where the power of synthesis comes in!
Try to list all your main selling points and then prioritize them. If your game’s main draw is puzzle solving, but it also has a cool narrative you’ve spent hours to concoct and are very attached to, choose the puzzles. Your audience’s first contact with your app on the stores must communicate very clearly - and quickly - what your product really is all about.
Use your strongest keywords to advertise the great puzzles on the trinity of app title + short descriptions/promo texts + first paragraph. After that, you’re free to go over the engaging story tying it all together as much as you want!
2 - Action, action, action!
This is a classic of game marketing copywriting, but it also applies to apps in general: verbs. There is no better way to communicate the experience your app provides than telling exactly what users will be doing while engaging with your product. It’s always a good idea to describe app features with the actions associated with them.
Your narrative-infused puzzle game, for example, will let gamers SOLVE brain-teasing challenges and LIVE through an engaging tale of puzzling mysteries. They’ll also UNLOCK puzzle-filled levels and EARN incredible rewards by beating fun puzzles.
3 - You shall not stuff
Read the last paragraph again. Noticed something iffy? Something puzzlingly funky?
Stuffing your copy with keywords is never a good a idea, and it’s actually strongly discouraged by Google and Apple. Repeating your main terms 4 to 5 times in your storefront texts is ok, as long as you distribute the words well. Obvious keyword stuffing, though, will not only make your app look bad to the app stores, but will also send the wrong message to your audience in general.
4 - Work those highlights!
Listing your app highlights after the first few paragraphs of your full description is also a good way to guide the audience eyes to your most important selling points. All the previous tips apply here: use bullet points to clearly convey your apps main features in brief sentences, choosing verbs to communicate user actions and mindfully inserting important keywords.
It’s not a bad idea to repeat some of the points you’ve already covered on the initial paragraphs, as a sizeable chunk of your audience might go directly to the highlights to learn more about your app.
5 - Got to be good looking
In a marketplace as crowded as Google Play and the App Store, there’s simply no place for poorly formatted storefront copy.
Huge walls of text without proper paragraph spacing, poor grammar, keyword stuffing and overlong descriptions that fail to communicate selling points clearly are all things that will hurt that shiny package your app absolutely needs. Your product might be extremely polished, but if the competition has a prettier digital box, chances are very high that users will go for them first. And they might never come back to you.
In other words: looks count more than interior beauty when it comes to the split-second decision making users do when browsing for apps. So go groom that storefront - copy, visuals and all!
Bonus tip: A/B testing
This point can actually become its own article, but here’s a quick preview: you know all those strong selling points you listed and then prioritized? You can change their priority order on your copy and use Google Play’s special A/B testing tools to run experiments and see which version leads to better results!
Here at Papprika, we not only create shiny digital packages for our client’s apps, but we also run extensive tests with tools like Google Play’s experiments to gather valuable data to inform our creative process.
If you have the time, definitely give A/B testing a shot for all your storefront materials!