Use rich formatting to increase conversions

Rich formatting can boost App Store Optimization, leading to a possible increase in conversions. Although it might be easy to overlook, it’s worth the extra time it takes to format your app description.

What is Rich Formatting?

Rich formatting improves readability by using HTML code, allowing app developers to play around with the appearance of text by making it:

  • Bold;
  • Italicized;
  • Underlined,
  • Or Capitalized (using caps lock).

Think of the difference between Microsoft Word and Notepad. With the former, you can format the document so that it’s more aesthetically pleasing, but Notepad doesn’t allow these type of formatting changes. Which do you think will look better?

Emojis can also be placed in certain fields, such as the:

  • App title;
  • Developer name;
  • Short description;
  • Long description,
  • Release notes.

Rich formatting only exists in the Google Play Store. As of now, it’s not available in the Apple App Store, but that could change in the future.

rich-formatting-mobileDoes it improve app performance?

It does take extra time to format the app description but the benefits are worth it. Here are some reasons why you should use rich text.

  • Get Noticed: It will grab the attention of visitors in the Google Play Store;
  • Look Better: It will look better than most other app descriptions;
  • Highlight Benefits: It will be easier for the reader to catch all the most important points you want to highlight about your app (valuable benefits to the user, the most impressive features…),
  • Increase Conversions: When users have a better understanding of what your app offers and how it can add value to their lives, they are much more likely to download it.

If you are skeptical about rich formatting’s ability to encourage users to download your app, then take note of Boomerang’s experiment. When Boomerang used bold and underline formatting in its app description, its install rate increased over 15%! And they didn’t change anything else to produce this result.

If you still are not convinced, just give it a try and see for yourself. Apply rich formatting to your app’s store description, then keep an eye out for an increase in downloads.

Also, keep in mind that different formats bring different results. If your formatting changes haven’t made a difference, try another format that better emphasizes the positives of your app and captures the attention of users.

Rich Formatting Best Practices

As with anything, there is a right way and a wrong way to use rich formatting. Here are some best practices that you can use as a guide.

  • Don’t overdo it with emojis, highlights, bold text…all of these lose their impact if they are used too much;
  • When choosing what to emphasize, pick the main message;
  • Emojis need to complement, not replace, the text;
  • And if your brand has a more serious tone, you might want to skip emojis entirely,
  • Since you can’t preview changes before going live, use an A/B test so that you can keep the formatted version’s traffic to a minimum until you are happy with how the description looks. After viewing the changes, go back and edit if necessary.

Rich formatting improves ASO and has the potential to gain more users for your app. So start working on improving your app description with rich text right now. You will be one step ahead of the many other app developers who don’t take the time to carry out this often overlooked step.

Details like rich text format remind us there is so much that goes into making an app successful. Don’t get overwhelmed! Just contact a specialist to get help with your app!