App Descriptions – Where 4 hours could equate to $10k

Your product page is the #1 cheapest, easiest and fastest thing you can improve to impact your revenue.

Almost every company that spends money on advertising does so because they see a suitable return on their investment. Whether you are advertising your mobile app or not, there is one small thing you need to continuously perfect – your app’s product page. My previous article went into this in some detail.

Product pages are easy to create, but difficult to master. They are so easy to create and change that their complexity is usually ignored. The one word I did not use to describe a product page is… simple. There’s nothing truly simple about it. Easy? Yes. Simple? No.

You should always want to improve your product page until a) you are happy with your download rate, or b) have a version that performs better than all other variants. You can reach a point where more people download directly from your app’s icon, but that’s not typical and ignoring your product page even then is hugely suboptimal.

Many app product pages have descriptions that are too short, some too long, many with distorted screenshots. In generic terms, the following are good rules of thumb in developing product pages for mobile apps:

  1. Make it compact – optimize for mobile readers.
  2. Use keywords and make every word count to your audience.
  3. Structure information:
    1. Start with an attention grabbing introduction.
    2. Use bullet points for details and features.
    3. Include a “dramatic” call to action.
  4. Use enhanced text formatting (bold, italics, underline) where appropriate.
  5. Use white space to make it easy to read.
  6. Last, but not least – only use the best screenshots possible.

Most of these specific points can be elaborated upon in much greater detail – and will be in upcoming articles.

“Making every word count” – sounds simple, but infers all of the following:

  • Making use of keywords, end-user “jargon” and exciting action verbs.
  • Psychological elements as selling points and calls to action – to pique curiosity or inflame competitive spirit, etc.
  • Flesch-Kincaid readability elements on average word and sentence length.

The next article will get into the exact process of how to improve your product page, and then we will look closer at each of the specific points above. As a developer though, you probably are already very familiar with how to improve your product page as it involves many of the techniques to help improve your app.  You pick that up from observing others, your own experience and testing.  Same here.

Even then, you want to continuously test and compare your results for the possibility that you can get better results. An additional 1% conversion on 1 million visitors to your page where you average $1.00 in revenues per end user equates to $10,000 for something that might take you a few hours (total) every year to do.

You can get your free “Supreme App Description Makeover” by checking us out on LinkedIn!  If you don’t like what we provide, you don’t need to use it.

Project Manager at the Opera Mobile Store providing Sales-Marketing support. Content development and research.

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