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You need to write down why people should bother downloading your app before you even start building it. An app description is an app store optimized product definition. It greatly influences your product’s success.

There are three components of an app’s ‘definition’: its Name, its Description in the marketplace, and Screenshots.There is no one way to write a product definition, but there are some terrible ways to do it. To prevent disaster, we gathered some helpful how-tos specific to each part of the app page on the App Store and Google Play. Let’s look at them first briefly, and then in greater detail.

In Brief

There are currently 1.6 million apps on Google Play and 1.5 million on Apple’s App Store. Let those numbers sink in for a while...

You want your customers to find your app through search on the App Store and Google Play. The only way to make this possible is by choosing the right name for your app.

App name

Your app’s title should reflect two or three of the app’s most significant – and differentiating – features. Limit the title to one hundred characters. You should also make sure that the title includes keywords. Keywords help people to find your product on the App Store or Google Play Store.

App description

1. The first 1-3 sentences of an app’s description should describe the main idea of your product. You can make this part more engaging by highlighting the problem that your app solves. These sentences shouldn't exceed a combined total of 225 characters.

2. Mention special achievements. Mention if your app has been featured on TechCrunch, has won an award, or if Johnny Depp is talking about it.

3. The body of the description can include 2-3 paragraphs where you describe characteristics and details.

4. List several main functions with concise descriptions.

5. Talk about “What’s new?” Inform customers about bug fixes, color changes in the side menu, or the addition of new features. This should be the final component of your app description.

App screenshots

The first screenshot is the most important. It describes what your app does. If you add text to your screenshots, use verbs. Verbs push people to take action better than any other part of speech. Verbs are your friends.

Recommendations:

be clear and concise when explaining how your app works and why people need it.

use keywords both in the app’s name and in its description.

write directly to your user (using you, as opposed to using people, or they, or users).

avoid technical details and ambiguous sentences.

Now, as the brief part is over, we can dive deeper into how to create the ultimate app definition.

App definition in more detail

I. What is your app name? Why do people need it?

There is usually no connection between an app's name and what is does. As I’m checking the Best New Apps on the App Store, I am passing by CHOMP, Flowstate, Sloth – I have no idea what these names mean.

To make an app’s functionality clear for users – and to improve app visibility – you need to blend an app’s purpose into its name. Your app’s purpose should be boiled down to a keyword that people will use to search for a specific solution on the App Store or Google Play Store. The principle is the same for Google web search. If you type app development company into Google’s search box, you will find Yalantis. This is because our full name is Yalantis: iOS and Android app development company.

If you type travel app, you will find TripIt (TripIt Travel Organizer — Free), TripAdvisor (TripAdvisor Hotels Flights Restaurants), TripCase (TripCase — Travel Organizer) and other travel apps.

Let’s take our app My Day as an example. Its full name on both app stores is:

My Day — Countdown Timer

Countdown timer, and countdown app are keywords.

Flipboard: Your Social News Magazine

Looking at this title, we know exactly why we need Flipboard. What’s more, there are three keywords right away: news, social and magazine.

Vochi, one of our recent projects, uses the following name in the App Store:

Voch