ASO Guide: Description, Ratings & Reviews


Descriptions are often depreciated compared to other ASO factors and there really should be no reason why. Certainly, as I have mentioned before, people are visual and therefore make decisions more based on what they see. Why? Because it’s regularly faster than reading a description. For example, have you ever read the description of Instagram or Snapchat? Probably not, but that doesn’t mean that description should be depreciated.

You have a determined amount of content that is visible on the front page of your app in stores. Within this page, you have a total amount of 3 rows of description, which is visible without the user pressing the button for “more”. So these 3 rows should make the users either WANT to press to see more or DOWNLOAD the app right after the 3 rows.

Don’t make your description too serious or heavy. It’s better to be a bit more imaginative and fun so you will catch the viewer’s eye and make them curious. For example, the usage of emojis is not as common as it could be. Also, if you have any social proof to support your app, it better be included in the description. 

Localization of the description can be a deal-breaker. Even though English is such a general language, that doesn’t mean that translating your description to other languages wouldn’t help you – because it most seemingly will. Additionally, please be cautious and patient enough to read through your description more than once, so you will avoid unnecessary typos and grammar mistakes. Proofreading is probably the easiest way to look professional. 

Ratings and reviews

Ratings and reviews might seem scary since they are basically the presentation of the thoughts and opinions of your users. But it’s about how you decide to benefit from them rather than making them slow you down, that creates the difference between apps and their ASO game. 

Ratings and reviews are hard to hide and I am not saying that they should be hidden in the first place. However, when you search for an app in App Store, the rating appears below the app subtitle and next to the star number is the amount of app ratings; pretty much the same system with Google Play. 

So when to ask for a rating or a review? Maybe not within the first few tries but preferably after a specified period of time – so you know that the user has been playing for a while and therefore most likely is willing to continue as well. People get bored easily so if they have continued to play the game, they most likely like it. 

Reviews and ratings basically give a broader spectrum of an opinion than just trusting what one friend thinks. This is obviously due to opinions varying but if enough users think that an app is great, the possibility of you thinking so as well, grows. 

Deleting bad reviews is not the way to go. Find a solution for a bad review or a suggestion and make the user feel like you genuenly want to solve it. Also, don’t respond right away but be sure you got it figured out completely. 

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