How to Write App Store Descriptions That Convert in Any Language

Your Description Has 3 Seconds to Hook Them

The average user spends less than 5 seconds scanning your App Store description. In that time, they decide whether to download or move on.

For international users, this challenge multiplies. They're scanning in their native language, often on mobile, with different cultural expectations. Here's how to craft descriptions that convert everywhere.

The Anatomy of a High-Converting Description

The First 167 Characters

This is your preview text—what users see before tapping "more." It must:

• State your core value proposition
• Include your primary keyword naturally
• Create curiosity to read more

Example for a habit tracker:

`

English: "Build lasting habits in just 2 minutes a day. Join 1M+ users who transformed their routines with smart reminders and streak tracking."

German: "Entwickle dauerhafte Gewohnheiten in nur 2 Minuten täglich. Schließe dich 1M+ Nutzern an, die ihre Routinen mit intelligenten Erinnerungen verändert haben."

`

Notice: Not a word-for-word translation, but a localized version that maintains impact.

The Feature Section

After the hook, present your features. Format matters:

What Works:

• Short bullet points
• Benefit-focused headlines
• Scannable structure

What Doesn't Work:

• Dense paragraphs
• Feature lists without benefits
• Technical jargon

Example Structure:

`

✓ SMART REMINDERS

Gentle nudges that adapt to your schedule. Never miss a habit again.

✓ VISUAL PROGRESS

Beautiful charts show your streaks and growth. Stay motivated with data.

✓ FLEXIBLE GOALS

Daily, weekly, or custom schedules. Your habits, your rules.

`

The Social Proof Section

Trust signals that work globally:

• Download numbers ("Join 5M+ users")
• App Store ratings ("4.8 ★ from 50K reviews")
• Press mentions ("Featured in TechCrunch")
• Awards ("App of the Day")

Localize social proof appropriately—a mention in a German publication means more to German users.

The Closing

End with a clear call to action:

`

English: "Download now and start building the life you want."

Japanese: "今すぐダウンロードして、理想の生活を始めましょう。"

`

Localization Principles for Descriptions

Adapt, Don't Translate

Direct translation loses nuance and impact. Instead:

• Preserve meaning and intent
• Adjust cultural references
• Modify tone as appropriate

Example:

• US: "The #1 productivity app that gets stuff done"
• Japan: "シンプルで使いやすい生産性アプリ" (A simple, easy-to-use productivity app)

American marketing is bold; Japanese prefers understated confidence.

Tone by Market

Adjust your copy to match these expectations.

Handle Character Density Differences

Same word count ≠ same character count:

• German runs ~30% longer than English
• Japanese is more character-dense
• Spanish and Portuguese are slightly longer

Plan your structure to work across languages. What fills 4,000 characters in English might overflow in German or feel sparse in Japanese.

Keyword Integration Without Stuffing

Your description is indexed for search. Include keywords naturally:

Good Integration:

"Track your daily habits with smart reminders that keep you on schedule."

Keyword Stuffing:

"Habit tracker app for habits, tracking habits, daily habit routine tracker habits."

Apple may penalize keyword stuffing. Users certainly will.

Localized Keyword Integration

Research which keywords matter in each market, then weave them into your description organically. Keywords aren't translated—they're researched fresh for each locale.

Formatting for Readability

Use Line Breaks Liberally

Dense text kills conversion. Add white space:

`

BEFORE:

FocusApp is the ultimate productivity tool for managing your time and tasks. With features like Pomodoro timers, task lists, and calendar integration, you can streamline your workflow and get more done. Our users report 40% increases in productivity within the first week.

AFTER:

FocusApp is the ultimate productivity tool.

Manage your time. Complete your tasks. Achieve your goals.

Features include:

• Pomodoro timers for focused work

• Smart task lists with priorities

• Calendar integration

Our users report 40% productivity increases in their first week.

`

Emoji Usage

Emojis can enhance scanability, but use them carefully:

• ✓ Checkmarks for features work universally
• ⚠️ Cultural meanings vary (👍 is offensive in some cultures)
• 📱 App-related emojis are generally safe
• Overuse looks spammy

Headers and Sections

Use caps for section headers:

`

WHY FOCUSAPP?

[content]

KEY FEATURES

[content]

WHAT USERS SAY

[content]

`

This creates visual hierarchy on the App Store page.

Testing and Iteration

A/B Testing Limitations

Apple doesn't offer native A/B testing for descriptions. But you can:

• Track conversion rates per locale over time
• Make changes to one locale and measure impact
• Use Search Ads to test messaging before committing

Iteration Cycle

`

• Launch localized description
• Monitor for 2-4 weeks
• Analyze conversion rates
• Identify underperforming locales
• Revise and update
• Repeat

`

Descriptions aren't set-and-forget. Treat them as living marketing assets.

Common Mistakes to Avoid

1. Leading with Features, Not Benefits

Wrong: "Our app has a built-in calendar."

Right: "Never miss an important date again."

2. Ignoring the Preview Text

The first ~167 characters are the most valuable real estate. Don't waste them on generic statements.

3. Inconsistent Quality Across Locales

Users can tell when localization is lazy. Either localize well or focus on fewer markets.

4. Forgetting Updates

When your app changes significantly, update descriptions to match. Outdated copy erodes trust.

5. Skipping Regional Variants

es-ES and es-MX users notice when you use the wrong regional variant. Details matter.

Your Action Plan

• **Audit your current description** - Is your hook strong? Structure scannable?
• **Identify top 5 target locales** - Research their conversion expectations
• **Localize strategically** - Adapt, don't just translate
• **Monitor and iterate** - Let data guide improvements

A well-crafted, properly localized description is one of your most powerful conversion tools. Invest the time to get it right.