Pratikkumar P. Gaikwad | 10 min read | March 26, 2020

How to optimize your App listing page

1. QuickRead

Your Product listing page is the cornerstone of the identity of your product, and your ability to mark your Shopify app and make your app stand out. The app listing page is the moment to make or break with users— that’s where they’ll go and get the details they need to know whether to add the app to their stack. The listing page is also the primary source of knowledge for both the search engine for the app store and the suggestion algorithms. It’s where you have to spend your time and energy on making something amazing.
Each inch of your app listing page is an opportunity to promote your name, gain customer trust and connect with your audience. Each of these options will be used to persuade the target market that the best answer for their needs is your app. Below we look at the media that are available to you, and how you can use them to optimize their impact.
A notice on translating your App listing page: We spoke about the enormous ability your app listing page offers above to translate and search. When you are exporting your product, it is also important to create translated and localized product listing pages (but please notice that any listings you make for languages not licensed by your app will be deleted from the Shopify App Store).
The following information can be added in any language to the App listing pages

2. Visuals and video

Visuals and video play a key role on the App listing page — in reality, there is scope for developers to include a video directly in the header. There is also space for graphics immediately under the header and key benefits.
A great video will advertise the application and its functionality, but note that it is not intended to be instructive. Instead, you can use the video to illustrate key selling points and explain that the application suits their needs well to merchants.
A few basic tips for your commercial video to bear in mind:
  • To keep consumers active and involved, keep the video length up to two to three minutes.
  • Reduce feature presentations to 25 per cent of the total video— the priority will be on the app’s advantages, not how to use them.
  • Don’t use trademarks or components from third parties, even though the application interacts with those firms. You want to be aware of an infringement of copyright.
When you don’t have the in-house expertise to produce a good marketing film, try outsourcing the job. Websites like UpWork or Fiverr are perfect things to look for, and the Community of Shopify Experts is a fantastic place to discover Shopify Partners who can help.
We’ll get to the copy writing below, but even on the app listing tab, visuals play a significant role. Any visual branding should be compatible with what you have already seen in the advertisement and should be related to the primary benefits that you have wanted to highlight. A lot of brands use visual images to design their products. Try to ensure clean, unforgettable and special visuals.

3.Key Benefits

The section on key benefits is your chance to inform consumers about your value proposals.
The value propositions are the promises you’re making on the value the product provides to consumers. You demonstrate your product’s advantages and explain why it’s different from your competition.
Your value proposals should be specifically articulated to the audience, and applicable. Now is the time to learn to develop the way you compose.
At a nutshell, a good value proposition includes:
  • A headline that describes in one paragraph the end value for the consumers
  • Two or three sentences describing how this helps the company
The value propositions you illustrate in your App listing page’s Main Benefits segment will also guide how to build your Comprehensive Overview. Think of the value points as the key elements in all the company messaging that you would want to keep going back to.
Think of your value propositions as the key messages in all your brand communications that you would want to keep coming back to.

4.Detailed description

Your Product listing page Comprehensive overview section is where you can really make your product shine. It allows you room (2,800 characters) to draw on your value points, describe in-depth your main features, and demonstrate how your product solves a very particular marketing issue.
Furthermore, the description is another location from which information is derived from the search and suggestion algorithms. So you want to make sure that all the material is straightforward, descriptive and important here.

Applying your keywords

The Detailed description is where you want to add the keywords you described earlier, which help you to find the search and suggestion algorithms.
Few general guidance about the use of keywords to your description:
  • To help surface the app in related searches, follow the rules of on-page SEO.
  • Do not use the keyword stuff (the act of using the keyword in your writing too much / unnatural). Your keyword needs to fit naturally into your explanation.
  • And use the keyword variations— order writing and deleting documents, for example— throughout, so don’t think about singular or plural. The search engine also accounts for that.
  • Consistently check and refine your app listing to ensure you choose the right keywords for your product.

Copywriting

As this is your chance to sell customers on your app, your writing should be as straightforward as possible and easy to understand.
To help you get this done, bear in mind the following:
  • Hold it short but concise. Deliver the most critical piece of knowledge readers need to learn soon.
  • Using quick, plain words. For eg, don’t say ‘usage’ when you can only say ‘use.’
  • Read the document out loud. It sounds dumb but this way you’ll notice inappropriate sentences and overused words better.
  • Edit, step back for a day or two and edit again. And get it edited by someone else again. Types and bad spelling will come across as unprofessional and may threaten your credibility with users. If needed, hire a freelance editor.
It’s also important to consider what your competition is doing while writing the copy for your Detailed Description. In her article about improving their App listing page, Shippo’s Michelle McNamara discusses how they considered the copy of their competitors when making their own.
Note that the first and most often only contact of potential customers with your app is what is written on your App listing page before making the decision to install it. You have this chance to win them over — let your app’s benefits come through with straightforward, descriptive, and competent writing.

5.Building trust with users

In addition to developing your identity and sharing your value propositions, the Shopify App Store product listing page is a prime immovable resource for creating customer trust. You will prevent unexpected surprises down the line and create a stable customer base by engaging with customers upfront on more sensitive topics like availability, safety and help.

Explain your pricing policy clearly

Choosing the correct pricing model is one of the most flexible and critical choices that you are going to take. It’s probably one of the hardest interactions you’ll have with customers, which means it’s important to be as straightforward and descriptive as possible to make them understand exactly why they’re paying for your product, and what they’re getting in return.
How you charge for your app depends on the nature of your business. Three types of transactions are used by developers and dealers:
  • AppPurchaseOneTime: For products or services which are only paid once. Every transaction requires merchant approval.
  • AppSubscription: For recurringly paid products or utilities. The subscription must be accepted by the retailer only once, and any recurring payments are immediately billed. Device licenses are paid for the user information.
  • AppCredit: For changes to orders. Device points will be refunded on subsequent sales with the device. Shopify deducts the modification of your order from potential payouts to your company account.
Once you have chosen how your application should be priced, you need to convey the plan to merchants. You will be given three separate billing choices in the Pricing details section of your App listing page:
  • Free to install: Merchants don’t pay anything to install the app.
  • Recurring charge: Merchants are billed every 30 days or every year they have the device installed. If you chose this choice, you can add more details on how your monthly and annual plans operate
  • One-time payment: Merchants are paid a single fee for downloading the device.
Significant note: both of these forms of billing can be mixed. If you want to be transparent about prices to helping create merchant trust, you should be upfront about any extra or in-app costs.
For example, if you charge a one-time install fee and then an extra charge for such amounts (for example, $2 per 100 orders), you can select One-time cost and clarify the recurring costs in the Additional Costs column. Make sure to provide a concise explanation of what these extra costs are and the incentives to consumers.
You may also set up an annual discount on a monthly payment schedule for applications. Getting users to buy the device for a full year helps improve the success rate and embeds your device into the day-to-day habits of your customer, which will make the software indispensable. To promote that, you should give rewards to all successful customers who buy the software for a full year. You will apply this discount if you choose a monthly fee under the recurring fee option.
To help traders understand and trust you, there are additional steps you may take to convey your pricing strategy:
Offer a preview free of charge. For recurring costs, you have the luxury of giving a free trial. It is a perfect way to let traders play with the software before they make a buying decision. Make sure the trial is long enough for customers to really check the app— we suggest at least 14 days.
Include all of the data. The Plan Information segment lets you know the name and the number of features included in each of your proposals. Be specific on the incentives offered at the price of each package. The display will feature on a different line of no bullet points— when the display is seen in the app page, bullet points should be included.
Have an external price website, if appropriate. There is space for four pricing options on your app listing tab. If you have more than one, you can connect to an external pricing package. Add a shortcut to the Supplementary Charges portion of the top-priced package in the app catalogue. A helpful thing to add is, “Extra plans are available. For further info please see our pricing page.
Your pricing model is one of the most crucial things to remember, and how you express it to customers will go a long way towards ensuring the confidence they have in you and, in effect, the popularity you achieve in the Shopify App Store. Be transparent and frank about rates, explain concisely what these costs are, and provide retailers with tools to better appreciate the pricing structure.

Include your privacy policy

The introduction of a privacy policy on the app listing page is important and goes a long way to let traders know that their data will be covered. By being clear on how your app uses merchant info, you’ll make it easy for consumers to realize that you’re taking privacy seriously.
When you have customers in Europe, check out our post about what web developers need to know about complying with GDPR. Download our privacy policy guide below for more information on how to build your privacy policy.

Share FAQs and support links

Responding to commonly asked questions and offering help services is an essential step in establishing trust with consumers. Your app collection page contains the following options for the inclusion of support resources:
Connect to the FAQ page: It helps you to connect directly to a FAQ page on your site that answers specific user queries. It is voluntary but strongly recommended because it lets traders attempt to fix problems of their own before they turn to the support team.
Help for other languages: When you have a localized program, you should also have connections in other languages to help it. When you don’t have coverage in those languages, please remember that coverage is only available in English in your section.
Email: It is the way where merchants will get in touch for queries about help.
Website: This URL will guide visitors to an information landing page that helps merchants to know more about the submission. It can’t connect to a promo website.
Telephone: Having a phone number is a good way to tell customers that when they need it they can reach the service. A member of Shopify’s QA team will dial this number during the product testing process to ensure it’s running.

6.Managing reviews

Reviews are an extremely important part of your client page. We will influence the search score, the recommendation engine and the qualifications for Staff Picks, the applications segment found on the homepage of the app store.
Reviews are also a big determinant as dealers consider whether to use an item. All this means that product management is a significant part of getting more updates on the app store.
A retailer must have the app downloaded into their store to leave a comment. They will be allowed to leave a one to five-star review as well as a message after they have done so. If a retailer uninstalls your app, they will also be allowed to leave a comment after their uninstall for up to 45 days.
When it comes to handling reviews there are three primary considerations:
Asking for comments: As long as you don’t press for favorable feedback you should ask users for comments. To allow people to post their reviews on the app store, using the inclusive language.
Responding to reviews: A comment response plan lets you interact with merchants and answer their needs, while also showing to other merchants how communicative and supportive you are. Your responses should be compatible with your name and customized to the particular merchant. If you respond to a comment, the merchant has the ability to edit their critique, ensuring that reacting to unfavorable feedback can be an effective way to minimize their effect.
Dealing with bad reviews: If a merchant posts a critical comment that addresses a mistake or error, it is a perfect way for you to contact the customer and address the problem head-on. It will help keep the merchant, solve the dilemma for potential customers and prove an ability to cooperate for them.

7.Tracking your listing

For all the effort you’ve put into creating and improving your app listing website, you want to make sure you keep track of the performance.
Should you want to go a little deeper, Rewind’s Shopify app developers have put together a guide on how to track your Shopify App Store listing for the source of installs. Not only does this guide explore how to allow Google Analytics on your site, but also how to track clicks on the Add app button itself. Tracking your code metrics will help you realize what functions and what does not.

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