Product Page Optimization – App Store – Apple Developer

Product Page Optimization - App Store - Apple Developer

Every element of your App Store product page has the power to drive downloads of your app. And with iOS 11, product pages suggest more opportunities to showcase your work with extra app previews, localization, and fresh text fields. Creating a fine app is just the beginning. Use your product page to help customers find and engage with your app through thoughtfully crafted metadata.

App Name

Your app’s name plays a critical role in how users detect it on the App Store. Choose a ordinary, memorable name that is effortless to spell and hints at what your app does. Be distinctive. Avoid names that use generic terms or are too similar to existing app names.

The length of your app name is limited to 30 characters and will show up on the App Store for each device, including each version of iPhone, iPad, and Apple TV.


Your app’s subtitle emerges below your app name via the App Store in iOS 11. A subtitle can be up to 30 characters long, and is intended to summarize your app in a concise phrase. Avoid generic descriptions such as “world’s best app.” Instead, consider using your subtitle to highlight features or typical uses of your app that resonate with your audience.

A compelling subtitle can encourage product page views and downloads. You can test different versions of your subtitle at different points in your app’s lifecycle — when you release a major update to your app, for example — to determine the subtitle that’s most effective for engaging users. You can update your app’s subtitle when submitting a fresh version of your app.

Your app icon is one of the very first elements of your app that users see, so it’s essential to make a strong very first impression that communicates your app’s quality and purpose. Work with a graphic designer to create an icon that is ordinary and recognizable. Attempt testing different options to determine which icon is the most recognizable and meaningful to your target audience.

To ensure the icon is legible in all sizes, avoid adding unnecessary visual details. For information about creating a beautiful and memorable icon, see the Human Interface Guidelines.

App Previews

An app preview demonstrates the features, functionality, and UI of your app in a brief movie that users observe directly on the App Store. Previews can be up to 30 seconds long and use footage captured on the device to showcase the practice of using your app. You can feature up to three app previews on your product page, and localize them for all available App Store languages.

App previews autoplay with muted audio when users view your product page, so make sure the very first few seconds of your movie are visually compelling. App preview poster frames show up whenever movies do not autoplay.

To learn more about creating excellent app previews, see Display More with App Previews.


Use pics captured from your app’s UI to visually communicate your app’s user practice. You can feature up to five screenshots on your product page. Depending on the orientation of your screenshots, the very first one to three photos will emerge in search results when no app preview is available, so make sure these highlight the essence of your app. Concentrate each subsequent screenshot on a main benefit or feature so that you fully convey your app’s value.


Provide an engaging description that highlights the features and functionality of your app. The ideal description is a concise, informative paragraph followed by a brief list of main features. Let potential users know what makes your app unique and why they will love it. Communicate in the tone of your brand, and use terminology your target audience will appreciate and understand.

The very first sentence of your description is the most significant — this is what users can read without having to tap to read more. Every word counts, so concentrate your description on your app’s unique features. If you choose to mention an accolade, we recommend putting it at the end of your description or as part of your promotional text.

Don’t add unnecessary keywords to your description in an attempt to improve search results. Also avoid including specific prices in your app description. Pricing is already shown on the product page, and references within the description may not be accurate in all countries and territories.

You can update your app’s description when you submit a fresh version of your app. If you want to share significant updates more frequently, consider using your promotional text instead.

Promotional Text

Your app’s promotional text shows up at the top of the description and is up to 170 characters long. You can update promotional text at any time without having to submit a fresh version of your app. Consider using promotional text to share the latest news about your app, such as limited-time sales, upcoming features or content, or other events within your app.


Keywords help determine where your app displays in search results. Cautiously choose your keywords to ensure your app is lightly discoverable. Think about the specific words your audience might use to search for an app like yours, and use those words when injecting your keyword metadata. Broad or less-relevant terms can make it hard for users to find your app.

Keywords are limited to 100 characters total, with words separated by commas. Maximize the number of words that fit in this character limit by avoiding the following:

  • plurals of words that you’ve already included in singular form
  • the names of categories or the word “app”
  • duplicate words

Improper use of keywords is a common reason for App Store rejections. Do not use the following in your keywords:

  • unauthorized use of trademarked terms, celebrity names, and other protected words and phrases
  • terms that are not relevant to the app
  • challenging app names
  • irrelevant, inappropriate, offensive, or objectionable terms

In-App Purchases

Users can view and begin an in-app purchase from your product page. Subscriptions and in-app purchases are shown on separate sections on your product page, and you can showcase up to 20 total items across both. Each item has its own display name, promotional picture, and description. In-app purchases can also emerge in search results and be featured on the Today, Games, and Apps tabs.

Your app must support the fresh SKPaymentTransactionObserver method to make in-app purchases available on the App Store. You can list in-app purchases in any order on your product page to help drive awareness for specific content. If users don’t have your app installed on their device when they make an in-app purchase, they will be prompted to download or purchase the app to finish the transaction.

What’s Fresh

When you update your app, you can use What’s Fresh to communicate switches to users. This text emerges on your product page and on the Updates tab.

If you added a feature or immobile a bug based on feedback, use What’s Fresh to let users know that you’ve listened to them. List fresh features, content, or functionality in order of importance, and add call-to-action messaging that gets users excited about the update.

Ratings &, Reviews

You can react to customer reviews of your app to directly address their feedback, questions, and concerns. When you react to a review using iTunes Connect, the reviewer will be notified of your response and will have the option to update their review. Reviews and responses can be updated at any time, but only the latest review and response for each user will display on your product page.

Your app has one summary rating on the App Store, specific to each territory. You have the option to reset your rating when you release a fresh version of your app. Consider using this feature sparingly. While it can ensure that your summary rating reflects the most current version of your app — useful if you just released a major update that addresses users’ previous concerns — having few ratings may discourage potential users from downloading your app.


You can assign two categories to your app so that users can find it while browsing the App Store. The primary category you select is particularly significant for your app’s discoverability on the App Store. This will be the category in which the app emerges when users browse by category or filter search results, and it determines whether it emerges on the Apps tab or Games tab. Be sure to select a primary category that best describes the main function of your app.

Supporting Previous Versions of iOS

Metadata you provide in iTunes Connect is collective across the App Store on iOS 11 and iOS Ten.Trio and earlier, so you only need one version of product page elements, such as app name, icon, screenshots, and keywords.

If your product page showcases numerous app previews, users on iOS Ten.Trio and earlier will only see the very first preview. Prioritize the order of your previews to make sure the very first one best highlights your app’s total practice. We also recommend adjusting your app description for the fresh App Store on iOS 11.

Get began today.

The all-new App Store available on iOS 11 is now in the palms of millions of people around the world. Update to iOS 11, inject your app’s metadata, and submit your apps for review.

Build your apps for the all-new App Store with the latest SDK and operating system.

Commence preparing your product page and apps for the all-new App Store.

Inject your app’s metadata in iTunes Connect for the all-new App Store.

Go to iTunes Connect

If your app has a unique story that our editorial team should know, tell us about it.

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