What Do Users Want From An App Store Listing?

Optimizing your app listing for visibility is one thing; getting users to actually download your app is something else entirely.

The catch-22 here is that installs directly impact your ranking in app stores.

The more people install your app, the higher it should rank. This, in turn, should result in more installs, higher rankings once again – and so forth.

So, what are the key factors on your mobile app page that determine whether users hit the install button?

• App icon: On most app stores, your app icon is the most visually prominent element on results pages and recommendation lists.
• App details: This includes your app name/title and, usually, some short descriptive text explaining the purpose of your app.
• App rating: Most platforms show the average rating/review score for your app in search results and at the top of your app listing page.
• App description: With Google Play and the App Store, users can see a brief description on your listing page and they can click to see the full description – so that first sentence or two is crucial.
• Visuals: This includes any feature images, screenshots, and demo videos that you can add to your listing, showcasing the key benefits and user experience of your app.
• User reviews: Unless users are already familiar with your app, they’re probably going to browse through some reviews from existing users.

Here, you can see this in action.

What Do Users Want From An App Store Listing?

Optimizing your app listing for visibility is one thing; getting users to actually download your app is something else entirely.

The catch-22 here is that installs directly impact your ranking in app stores.

The more people install your app, the higher it should rank. This, in turn, should result in more installs, higher rankings once again – and so forth.

So, what are the key factors on your mobile app page that determine whether users hit the install button?

• App icon: On most app stores, your app icon is the most visually prominent element on results pages and recommendation lists.
• App details: This includes your app name/title and, usually, some short descriptive text explaining the purpose of your app.
• App rating: Most platforms show the average rating/review score for your app in search results and at the top of your app listing page.
• App description: With Google Play and the App Store, users can see a brief description on your listing page and they can click to see the full description – so that first sentence or two is crucial.
• Visuals: This includes any feature images, screenshots, and demo videos that you can add to your listing, showcasing the key benefits and user experience of your app.
• User reviews: Unless users are already familiar with your app, they’re probably going to browse through some reviews from existing users.

Here, you can see this in action.

Screenshot from Google Play, February 2024

Much like SEO, app store optimization is a careful balance of optimizing to maximize visibility in app stores while prioritizing the needs of your users.