How to succeed in the app stores

Once your app is ready, it's time to put it in front of your audience – and the app stores are a key part of that. Whether you're launching internally for employees or publicly for subscribers, readers and fans, your app store listing can make a big difference in visibility, downloads, and engagement.

At tchop, we support you in every step of publishing your app. Here's what you should know – and how we help you do it right.

1. Choose the right app store account

You have two options when it comes to publishing your app:

Use your own App Store accounts

If your organization already has a developer account with Apple or Google (or wants to set one up), you're free to use it. This gives you full ownership and control over your app listing. If you dont have an account yet, it's easy and inexpensive to set one up.

To make the process smooth:

• Invite us to your Apple App Store Connect or Google Play Console account via dev@tchop.io.

• Ideally, make us admin so we can handle everything end-to-end: setup, upload, configuration, submission, and updates.

• Alternatively, you can create the app entry yourself and assign us the developer role for that app.

Generally if you want the app to be part of your brand's experience, it usually makes sense to set up your own account as this will give better visibility and a more professional presentation for users that want to download it. So in most cases, this is our recommended approach.

Use tchop's app store accounts

If you prefer a faster, less hands-on route, we can also publish your app under the official tchop developer accounts. This is a turnkey option, especially for tests, smaller target groups or when speed is a priority.

We're flexible — and happy to advise you on what makes the most sense for your use case.

2. Craft compelling titles, descriptions and keywords

The app title, subtitle, and description are often the first things potential users see. These elements not only explain what your app does but also influence how it's found in searches (that’s where App Store Optimization, or ASO, comes in).

App display name

The “App Display Name” for the App Store is the name of the app that is shown on the App Store account. It does not need to be the same name as the app shows underneath the app icon on the home screen.

Your app’s name plays a critical role in how users discover it on the App Store. Choose a simple, memorable name that is easy 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.

An app name can be up to 30 characters long.

App subtitle

Your app’s subtitle is intended to summarize your app in a concise phrase.

Consider using this, rather than your app’s name, to explain the value of your app in greater detail.

Avoid generic descriptions such as “world’s best app.” Instead, highlight features or typical uses of your app that resonate with your audience. You can update your subtitle when submitting a new version of your app to help you determine the subtitle that’s most effective for engaging users.

A subtitle can be up to 30 characters long and appears below your app’s name throughout the App Store.

App description

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

On most devices, the app store displays the first 3-6 lines by default so these should contain the main information on the app. The whole text needs to be expanded by user click.

The first sentence of your description is the most important — this is what users can read without having to tap to read more. Every word counts, so focus 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 regions.

We update your app’s description only when we submit a new version of your app. If you want to share important updates more frequently, consider using your promotional text instead.

The App Description can be up to 4,000 digits long.

Promotional Text

Your app’s promotional text appears at the top of the description. For the Apple App Store it is up to 170 characters long, for Google Play it is 80 characters. You can update promotional text at any time without having to submit a new version of your app. This text is optional.

Consider using this to share the latest news about your app, such as limited-time sales or upcoming features.

General tips:

• Keep your title clear and relevant (and include a keyword if it fits naturally).

• Write a short subtitle that emphasizes the value or main use case.

• Use the description to highlight features, benefits, and what makes your community unique.

• Include keywords that your audience might search for – but don’t overdo it.

✅ tchop helps you find the right words and tone – tailored to your audience and goals.

However we always recommend to spend some time and thinking about this. It's really important. If you want to read more about how Apple thinks about your "product page", check out their info here.

3. Screenshots that sell

People decide in seconds whether they want to download an app. Visuals matter. Screenshots (and videos) should show what your app looks like, but also what it feels like to use it.

Tips:

• Use clean, on-brand visuals.

• Highlight key screens: community feed, chat, push notifications, etc.

• Add short captions that explain what users are seeing.

• Consider adding a short preview video (especially for iOS, see more info below).

✅ Good news: We help you design eye-catching app store screenshots and visuals that drive downloads. Our templates make it easy to launch with a nice visual set within few days. Of course we are also happy to provide our Figma templates, so that your designers can finetune them the way you want.

App Promo-Videos

You can also provide promo videos for your apps that show the user around and give a good impression of functions and content of your app. You can provide up to three videos for preview.

An app preview demonstrates the features, functionality, and UI of your app in a short video that users watch directly on the App Store. Previews can be up to 30 seconds long and use footage captured on the device to show the experience of using your app. You can feature up to three app previews on your App Store product pages.

App previews autoplay with muted audio when users view your product page, so make sure the first few seconds of your video are visually compelling. App preview poster frames appear whenever videos do not autoplay.

4. App category and language

Choosing the correct app category and supported languages can impact how your app is discovered and perceived by users.

App Category

App stores require you to assign your app to a category (e.g., Business, Social Networking, News, Education). The right category:

• Helps users understand the context and purpose of your app

• Improves discoverability in category-based searches and rankings

• Ensures compliance with store guidelines and expectations

✅ No worries: We help you choose the most strategic category based on your audience and goals.

App Languages

If your community spans multiple regions or language groups, adding localized metadata (title, description, and keywords) can dramatically increase your reach.

• Both Apple and Google Play allow you to provide multiple language versions of your app listing

• It’s a great way to increase downloads in international markets or multilingual teams

5. Understand the basics of ASO

ASO – App Store Optimization – is the app store equivalent of SEO. It’s how you improve your app’s visibility in store search results.

Key ASO Factors:

• App name and keywords

• Subtitle (iOS) or short description (Google Play)

• Ratings and reviews

• Download numbers and user engagement

Keywords help determine where your app displays in search results, so choose them carefully to ensure your app is easily discoverable. Choose keywords based on words you think your audience will use to find an app like yours. Be specific when describing your app’s features and functionality to help the search algorithm surface your app in relevant searches.

Consider the trade-off between ranking well for less common terms versus ranking lower for popular terms. Popular, functional terms, such as “jobs” or “social”, may drive a lot of traffic, but are highly competitive in the rankings. Less common terms drive lower traffic, but are less competitive.

Keywords are limited to 100 characters total, with terms separated by commas and no spaces. (Note that you can use spaces to separate words within keyword phrases. For example: Property,House,Real Estate.) 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

• Names of categories or the word “app”

• Duplicate words

• Special characters — such as # or @ — unless they’re part of your brand identity. Special characters don’t carry extra weight when users search for your app.

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

• Competing app names

• Irrelevant, inappropriate, offensive, or objectionable terms

In addition, keep in mind that promotional text doesn’t affect your app’s search ranking so it should not be used to display keywords.

Keep in mind: ASO is ongoing. You can always refine descriptions, update screenshots, and improve your app’s store performance over time.

✅ With tchop, you don’t have to become an ASO expert – we guide you through what matters most.

6. Use your brand and voice

The app store is often your first impression. Make sure your listing reflects your brand identity and tone of voice – just like your app does.

• Use your colors, logo, and fonts where possible.

• Speak in a way that resonates with your audience (formal, fun, professional?).

• Reinforce why your app exists and who it’s for.

✅ tchop ensures your app store presence feels like a natural extension of your brand.

Final tip: Keep improving

Your first app store listing doesn’t have to be your last. You can update visuals, tweak copy, and add new features over time. Think of it as a living storefront that evolves as your community grows.

Need help getting your app store listing ready?

Whether you're using your own developer account or ours, we’re here to support you with copywriting, design assets, technical setup, and best practices – all tailored to your needs.

Just reach out to your tchop support contact or invite us via dev@tchop.io, and we’ll take care of the rest.