The Look and Feel
Visual Branding Tips
We process images far more quickly than we do
text, so before you begin writing, think about how you are graphically representing your
company. You’re going to need an icon and some screenshots (2 to 8 + 1 video on Google Play / 1
to 5 + 1 video on the App Store for each optimised device). If you haven’t yet, make sure the
creative folks are on board, because you will need them!
Be unique. How many fishing apps do you think have a picture of a fish in their logo? It’s
but it makes them white noise in the crowd. The best app design requires you to be clever in
branding too, but not so clever no one gets it. Here the audience is important to consider.
basic example, think how well a red icon might do in Chelsea, or a blue one in Holloway.
simplified version of a more complex fact that different audiences react differently to
Come out guns blazing. Your first images have to intrigue, because without that interest,
see anyone flipping through to the next ones.
We don’t have long attention spans, so videos should be between 30 and 120 seconds. Showcase
with a demonstration, because that’s what you are selling. Instead of talking heads, use
to guide users while they get to see your app in action.
Quality is king. Any icons or photos you have that you aren’t proud of, you should lose.
time or the money to get a high-quality, professional set. Make sure they adhere to branding
guidelines of the App Store and Google Play as well. It would be an awful shame to invest
an app visually stunning, only to find that the results didn’t comply.
Getting in the Right
Selecting Your App’s Category
The first step when uploading to either store:
what kind of app is this? Educational? Financial? Business? Productivity? All of the above, of
course, but, unfortunately, we can only pick one. Well, which one do we pick? Depends if you
want to be at the bottom of the competitive group, or top of a less competitive one. At the end
of the day, if you are the bottom, it doesn’t matter which group you choose, because then no one
will find you.
Once you have picked, what do you need to think about? The term users are searching for.
Is it in your title?
Is it relevant?
How many times has your app been downloaded? Rated?
What’s your average rating at the moment?
How many sites are linking to you?
The Big Text Block
Descriptions That Get Attention
The App Store has these added features, perhaps because the ‘Description’ section does not
factor into the ranking system as it does for Google Play. As a result, these instructions are
geared mainly towards Android Apps, but their lessons are valuable for all.
Formatting is basic in Google Play: Underline, Bold, and Italics. You can change the font
cut and paste HTML characters.
Formatting is Spartan in the App Store: Uppercase and asterisks (*).
Break your description into two pitches: short (3-5 lines) and long. The short is immediately visible, while the long requires them clicking in.
The Short Section:
- Don’t muddle your words. A concise account of what your app is, why it is special, and how it helps.
- Avoid repetition. Use compelling, unique words to show tangible results and make sure they feel confidence your app is the path to their success.
- Finish with a call to action. Now that you have them excited, remind them they need to download to get started.
The Long Section:
You have them intrigued, so now seal the deal.
- Make sure it’s natural. You users won’t react well to perceived spam, so make sure your keywords
don’t jump out because of bad grammar or awkward constructions.
- Get endorsements. Once they think people other than you are confident in this product, they have
more faith in what you have promised.
- Always plan for a rainy day. People are going to complain and are going to need help, so get ahead
of the ball and address their concerns with suggestions, troubleshooting and avenues to support.
- Invite your audience to speak. Ultimately, they decide how well you do, so their input will allow
you to course correct.
Be a Better Writer
Successful Methods To Improve Text
So much of your audience will never have a personal interaction with you. They will glance, read a bit and then either read more or move on. That means you have to make them read more every time, or you fade off of everyone’s radar.
What gets people on board? The fact is, whatever your app does, people are talking about it
somewhere. Find that dialogue and own it. Read everything you can. Find what your audience has to
say, because then you are no longer crafting some eloquent cry from a soapbox, but an answer to your
target audience’s concerns.
Of course, don’t underestimate the value of good, old-fashioned market research either. As the story
goes, a cake batter company in the mid 20th century could not understand why people were not buying
their product. They surveyed some folks and found a consistent concern, the gist of which was “It’s
too simple. If I serve this, people will think I’m too lazy to cook.” Ever since then, you must
crack your own egg into the mix. The point is, sometimes only users can show you the right way to
Learn to pitch and persuade. People are sceptical of new things, but you need their trust. How do
you gain it?
Never settle. You may be the world’s greatest wordsmith, but, just as in every aspect of these
projects, you have to keep moving, updating and refining. Think of it as a chance to experiment and
continue to get to know your audience.
- Stay on message, reminding them why they are looking at your app and how it helps.
- Use testimonials to say, “Look what great things people are saying! They can’t all be wrong.”
- “You’re missing out!” or “Everyone else loves it” can be helpful, as people don’t like to feel
- Be specific. Let your target audience know you know who they are. People prefer to belong to an
elite group of users.
How To Encourage Reviews And Rankings Of Your Application
We live in a digitised world, which means comments are everything. A phone or web app without any gains zero trust from potential users, so you have to make sure you get useful, positive reviews. Until you have five, your application won’t even display any rating or reviews.
Don’t be afraid to have some friends and family review. It’s like the way restaurants put money in
the tip jar at the beginning of the night to encourage others to do the same. Many people don’t want
to be the first, so get the ball rolling yourself.
Build the question into your own app. We’ve all found ourselves confronted with a request to rate an app
after using it for a while, and here there is a bit of an art in finding the right moment to do so. Too
soon and a user will not have had time to appreciate what you offer, or fully understood how the
software functions, which can lead to bad reviews from dissatisfied or confused reviewers. Be sure not
to pester anyone who doesn’t want to review though, because that will only result in annoyed reviews,
driving down your score..
Build a release valve for dissatisfaction. Many complaints in reviews are the result of no way to
complain otherwise. One bug in a great app solution would not leave most users to rate it poorly, but an
inability to get support or communicate those problems will. Make yourself available with a link to send
a support request, to social media outlets, or to forums. Then answer.quickly. Speed is key, and a
canned “Thank you. We are looking into this and we will get back to you soon.” will go miles farther
than silence. Keep this correspondence and analyse it as you would other outlets, because it will prove
useful when it comes time to upgrade.
IMPORTANT NOTE: You CANNOT bribe reviewers for good comments in any way. No money. No in-app benefits.
Nothing. If you do, that is game over, so don’t even begin down that path