How to write an app name and a description that increase installs

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Ellie Coverdale
How to write an app name and a description that increase installs

Table of Content:

  1. Focus on functionality
  2. Tell a story
  3. Include screenshots
  4. Give importance to the first 3 lines
  5. Use keywords
  6. Well written and easy to read
  7. Don't miss the “What's New” section
  8. Conclusion

The App Store is a great way to earn money. People are constantly checking to see if there is “an App for that”. With this opportunity also comes a high level of competition; different developers are vying for the attention and, eventually, downloads, of consumers.

Unfortunately, it is not always the best or most functional app that ends up being downloaded. Several factors contribute to which app exactly an individual ends up downloading: 

  • The first factor would be the name and keyword. An App should be tied to a set of keywords that a user is most likely to search. It should also have a name that is appealing and defines what the app does; 
  • The second factor is the icon. An application needs a professional, eye-catching, icon to garner attention; 
  • The last factor, and the focus of this article, is the description. Good app store descriptions are perhaps the most important part of a consumer's initial interaction with an application. The description informs what the app is used for, what it does, and generally how it does it. Here we will discuss tips for writing great app store descriptions that will have users selecting the download button.

Focus on functionality

Most people who go onto the App store are looking for an application to serve a specific function. Rarely do people visit the app store with no notion in their mind of what they are looking for. For this reason, good app store descriptions should inform the individual in clear, concise, language what the app does. It can also be beneficial to have a short outline of how the application works. For example, people are often concerned with what type of parameters, or information, an application will take.

In the above example, the highly specialized HiPER Scientific Calculator app lists each of its unique features.

Tell a story

In good app store descriptions, while it is necessary to describe an application's functions, examples of best app store descriptions do this in a way that allows the user to imagine how they would use the application and what value they would get from it. Simply listing off functionality will appear dry, boring, and unlikely to entice prospective users.

Above, Oh h1 details what is unique about the app while also keeping the description interesting.

Include screenshots

When you are writing app store descriptions, your users want to know what the user interface of a particular application is before they download it. In great app store descriptions, viewing the UI allows the individual to imagine how they would interact with the application. This is especially true for apps that have a functional and aesthetically pleasing User Interface to interact with.

Anymoji gives good-looking, eyecatching screenshots in its example, that also show how to use the app and its features.

Give importance to the first 3 lines

An individual will decide whether or not it is worth their time to keep reading within the first 3 lines of the description. If there is not something in those first three lines that entices or interests the user they will likely end up pressing the back button and continue scrolling for other options.

This is especially true considering it is only the first three lines that are visible to the user in a set of search results. To see the rest of the app store description they would have to choose the app to read more. “The first three lines are the first bit of the description that a person sees. It has to make them want to click through for more information” writes Jamie Barnett, a business writer at Australianhelp and Stateofwriting.

TED’s app shows the user they’ve arrived at the correct app with the first few sentences, before the user even opens the description.

Use keywords

Keywords should be used in both the name and the app store description. The benefit of the description is that multiple keywords can be used. Using ASO (App Store Optimization) tools like our AppFollow, Adjust, MightySignal or a similar service can inform developers what keywords and phrases are most likely searched when looking for similar apps, as well as helping you manage, analyse and reply to your users’ reviews, using intelligence from Google and Apple about mobile ads and app rank tracking.

Proper keyword usage is important in good app store descriptions. Without it, the chances that an individual will see the app in response to a relevant search is drastically lowered.

Gymondo manages to use all their fitness-related keywords in the first few lines of their description, and again later in the list.

Well written and easy to read 

If the description is difficult to read or understand it will reflect poorly on the application itself. The user will likely think the app is unprofessional and not worth their time. Well written descriptions that are easy to understand are of very high importance. For many developers, it may be worth the investment in a professional writer, especially one that specializes in product descriptions.

Eat Brighter’s app description is structured into paragraphs and bulletpoints, with good grammar and interesting information.

Don't miss the “What's New” section

Whether it be to add features or fix bugs all apps go through updates. If an update of an app includes a new feature that adds value to the user it should be included under the ‘What’s New’ section. All examples of best app store descriptions include this.

Many people ask if it is good to include bug fixes under this header. “The general rule is that if it is a minor bug that not many people noticed than no. If it is a large bug which many users complained about then yes.” writes Jona Frissel, from a marketer at Paperfellows and Academized.

Plant Jammer details some new app features in their What’s New section, along with some contact details.


When writing app store descriptions, great app store descriptions are paramount to having users follow through and download an app. Without a good app store description, the individual is likely to continue looking for other applications that fits their needs. If the above tips are implemented when writing app store descriptions, developers will see an increase in click throughs with their applications.


How to write app store description?

When you set out to write the best app store description, include a short user’s guide, but also include your keywords, especially within the first three lines. Keep an eye on your grammar and spelling, too.

How do I write in the app store description?

In most major app stores, when you are logged in and you view your app listing page, the option to edit your app store description should be there. This is usually at the top of the page, underneath your app’s icon and title and sometimes above or below any screenshots.

How to write app descriptions that sell?

As above, examples of best app store descriptions include many keywords, obtained using your chosen App Store Optimization software. They also inform the user of the functionality of the app, but the best app store description showcases exactly why the app is unique.

How do I change my App Store app description?

If you are writing iOS App Store descriptions, first make sure you are logged into your iTunes Connect account. Then, click My Apps and click your chosen app’s icon. Click the Current Version’s Name tab to access the screen where you can edit the description. Then save.

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