A well-written one can help a website get subscribers, while a good App Store description can convert users and get downloads for an app. To see how this works, we can look at the description for a popular app with news and list items, for example BuzzFeed.
As a news and entertainment site, BuzzFeed knows the value of getting views on its articles. Is the app optimized for clicks and downloads on the App Store and Play Store? We’ll find out in today’s App Store Spotlight – the answer may shock you!
App Store Description
The BuzzFeed app uses the same description on both the Apple App Store and the Google Play Store. It uses a brief introduction followed by a feature list, and calls the core aspects of the app.
The feature list contains several popular aspects of the app and website, including quizzes, videos and recipes. It also shows functionality designed to make the app easier to use, such as summaries, sharing and bookmarks. While this effectively describes how the app works in a simple way, it does not fully optimize it.
The short introduction line works well for the Apple App Store, where it is recommended to use shorter lines in the description. These are easy to see in an instant when users scroll through the description.
The description sprinkles keywords everywhere, such as “news” and “quizzes”. This helps to establish the relevance of these terms for potential users who read the description. At the same time, the description is very short, so it still has room to expand the features and show why users should download the app instead of accessing the site from a mobile device.
There are some ways this description can be improved. Adding a few small lines to the introduction will help provide more information to users, while being easy to read. This can be used to call out important features that separate the app from the mobile site.
Dividing the function list into smaller lists can also be beneficial. Instead of listing “news, videos, quizzes, and lists” in one sphere and BuzzFeed appearing on another, it can use individual feature sections for each of them. This can place more emphasis on each of the features by letting them stand out in the description.
Google Play optimization
To index keywords on Google Play, the app description must use them correctly. This includes placing the keywords near the beginning of each line.
Although the introductory line helps restore the app name positioning, the feature list does not target keywords at all. Each line begins with phrases such as “Never get bored again”, “Use the explore tab” and “Get push notifications”, none of which are valuable keywords.
As a result, BuzzFeed does not rank high for many keywords on Google Play. It ranks among the top five for its name, “buzzfeed quiz”, “quiz” and “funny news”, but the rankings fall quickly after that. By expanding the description and processing it to integrate more keywords, the BuzzFeed app could potentially improve its positioning and visibility in the Google Play Store.
This is another area where it can be advantageous to divide the function list into several smaller lists. Not only can headlines catch attention quickly, they can also help target relevant keywords.
What do competing apps do for their descriptions? By analyzing a competing app, we can see ways similar apps can optimize the descriptions of.
In the Apple App Store, News Break is an app focused on breaking news. It boasts “curated local orientations” and “national / world headlines” in the description, which quickly establish relevance to users’ searches.
The News Break description uses a slightly longer introduction, with three short sections leading up to the feature lists. These give a clear statement about what the app is and what it has to offer before you go into more detail.
The feature list is also divided into smaller lists, with headings such as “Highlights – Your Local Orientation” and “Your Community News.” These smaller lists help users quickly identify features that are relevant to their needs and interests.
All in all
The BuzzFeeds app uses a description that is direct and to that point, but can still be expanded. By providing more information in the introduction and dividing the function list into several smaller lists, it can make it easier for users to find the information they are looking for. Adding keywords to the Google Play description can also help the app index and rank for relevant terms.
BuzzFeed’s website is well designed for search engine optimization and getting views from engaging article headlines. If it wants to see the same type of traffic from App Store searches, it needs to focus on App Store Optimization.
Want to learn more about App Store Optimization? Contact Gummicube and we help you get your strategy started.