Speak to Be Downloaded: Effective Language for Mobile App Marketing
Decode Your Users’ Vocabulary
Pull exact phrases from app reviews, tickets, and community posts. Users hand you pain points and desired outcomes in their own words—pure gold for headlines and onboarding messages.
List scenarios when people reach for your app: waiting in line, planning a trip, calming a child, closing a deal. Match each moment with language that promises a specific, immediate payoff.
Reflect familiar phrases, but avoid insider jargon that confuses or alienates. Plain, confident wording builds trust faster and reduces friction across store pages, ads, and in-app flows.
App Store Pages that Convert Curiosity into Installs
Lead with the result users want: “Sleep in 10 minutes,” “Split bills in seconds,” or “Edit videos like a pro.” Save features for bullets; sell the transformation upfront.
In‑App Microcopy that Moves Thumbs
Swap “Continue” for “Finish Setup,” and “Allow” for “Enable Reminders.” When a button states the benefit, users understand what happens next and move forward with confidence.
In‑App Microcopy that Moves Thumbs
Explain why you need access in plain language before the system dialog appears. Tie the request to a clear benefit, and offer a later option to reduce immediate resistance.
Global Readability and Localization
01
Avoid idioms and wordplay that break across languages. Keep sentences modular, reserve space for expansion, and define glossary terms to keep meaning precise and consistent.
02
Choose pronouns, politeness levels, and number formats native to each locale. Seek feedback from local speakers to avoid accidental rudeness or confusing metaphors.
03
Check line breaks, truncation, and legibility on common local phones. Small display differences can quietly ruin clarity, especially in buttons, tabs, and notification payloads.
A/B Testing Words that Matter
Start with a Clear Hypothesis
Tie each test to a user belief: “Outcome‑led headlines increase install rate.” Change one element at a time and pre‑define success so you avoid chasing noisy results.
Measure Beyond Clicks
Track deep metrics: first‑day activation, week‑one retention, and feature adoption after copy changes. Words that spike clicks but hurt long‑term value are costly illusions.
Build a Copy Library of Wins
Document what worked, where, and why. Include screenshots, context, and exact strings so your team can reuse proven language across ads, store pages, and onboarding flows.
The Blocker
A productivity app saw users stall at calendar connect. The button read “Connect Account,” which sounded technical and uncertain, especially to new, non‑technical sign‑ups.
The Experiment
They reframed to “Sync My Calendar,” added a one‑line benefit—“See meetings and tasks in one view”—and a tiny reassurance link: “What this does.” Implementation took one sprint.
The Outcome and Invite
Activation rose meaningfully and support tickets dropped. What three words could clarify your next key step? Share a screenshot in the comments and subscribe to see real tests monthly.
