App Store Promotional Text and ASO: Small Field, Big Impact

What is the App Store Promotional Text? In 2025, App Store Promotional Text is not just a text box. It's your key tool to use almost immediately – you can update it in a matter of hours without releasing a new app version. Compared to other ASO elements, focused on SEO optimization, it's an ideal tool for driving your conversions – promotional text only works on a user who's already on the page. Even though it's up to you whether to use it or not, ignoring it in 2025 means losing up to 25% of potential conversions. Why is promotional text so essential? Because it influences the choice of the possible user at the moment, it helps convert visitors of your app page into your customers. And in this article, you will find the answers to your questions: what it is, why you need it, and how to use it.

What is Promotional Text in the App Store?

App Store promotional text – short message with a character limit of 170, that you can manage through App Store Connect. Where does promotional text appear in the App Store? Below the screenshots and right above the description of your app – in the so-called "golden area" of user attention.

Main Features in 2025:

1. Character limit – 170 symbols; around three sentences 
2. Update time: 2-48h – most often takes up to 24h; no new build needed
3. No indexation: doesn't change your ASO
4. Technicalities:
   1. No emojis/links
   2. Only text
   3. Localisation for all regions 
5. Visibility on mobile devices: you can see only the first 70 characters – the rest is hidden under the 'more' tab

Crucial note:

Promotional App Store Text is only visible to users who are already on a page; it is not displayed on a search page. That makes it a tool specifically for increasing conversion rate on an app page, and not for driving traffic. 

The difference between App Promotional Text and Description:

Why promotional text is so crucial for ASO-metrics

Main goal: Convert the page visitor into a user. Considering some data, proper promotional text increases your conversion rate by 15-30%, and A/B-tests show us up to 25% growth for the promotional messages. 

Value three-in-one:

• We are listening to you! (fixes after the feedback)  
• Drives scarcity: Sale ends in 48 hours on 01.01! (limited promotions)
• Leads to the description: Use the first 70 characters to catch attention. Hence, the visitor keeps scrolling through to the description section. 

Sector specifics:

• Games: Seasonal events and exclusive perks – Summer season starts – claim your special prize today (till 07.06)!
• Fin-tech apps: Security and trust. Your data is safe with us – new security update is out 
• Travel apps: Discover incredible India with a new tour

Real-world cases:

1. DeliveryFood app used a promotional text Christmas menu + 20% off on any bakery – till 25.12! +18% increase in uploads in two weeks (App Store Connect Analytics)
2. Health & Fitness: 7-day free yoga challenge starts today! +12% to the conversion rate in a week
3. Midcore-game: Halloween pack unlocked – only till 01.11 +20% weekly downloads

App store promotional text best practices:

• When announcing some fresh news, state the function of your app that solves a problem right away – Offline maps for traveling!
• When putting out fires: Responding to negative feedback – Entry bug was fixed – thank you for your patience!
• When the competition is on the rise: Seasonal triggers – Halloween exclusive awaits
• To personalise for different segments of your audience (new or those coming back): Try your first lesson for free vs. Dark mode is here!
• For A/B-tests: Quick test of your Unique Selling Proposition or different promotional text options

Extra details on A/B testing

One of the best ways to drive your conversion rate is to test out different options that you have. Here are some ideas to help you out:

• Use a Call To Action (CTA): Save now! or Start your journey today! – emotional response check
• Try a rational or an emotional approach: Save time on commuting or spend more time with your family and friends
• Use cultural (localised) triggers: Black Friday Sale (US) or Singles ' Day Special(China/Asia)

How to write a great promotional text

Five golden rules:

1. Relevance: Connect it with the potential needs or a current event
2. Value proposition in just seven words – Save your time with us, or Your data is safe, Exclusive offer
3. Be relatable:

Bad example – Functional update was made 

Great example – Your feedback was received; a new dark theme is now available!

4. Be precise – 170 characters = three phrases. Check with a symbol count!
5. Clarity from the first word – the most important are the first 70 characters (mobile users = your priority)

App store promotional text example with the CTA built in

What not to do:

• Trying to implement ASO – useless, as the promotional text is not indexed
• Leaving it as a permanent text – Happy New Year greeting in July is not the best way to build trust and loyalty 
• Ignoring localisation – promotional text only in English for a Japanese marketplace
• Copying push-notification: your (potential) user expects value, not a clingy message
• Doubling the beginning of your app description misses the purpose of promotional text

What to do next:

Even if you didn't use Promotional Text before – open the App Store Connect right now, log in if necessary, and check out:

1. Is your current text relevant and up-to-date
2. Can the user see value in the first 70 symbols?  
3. Is there a built-in CTA?  
4. Does it use the words your or/we to personalize the text?  
5. Does it align with our not-to-do list? 

Conclusion

In 2025, App Store Promotional Text – your great dynamic tool for increasing Conversion Rate. Test different options, measure your metrics – and you will see how three lines of text can yield up to a 25% increase in your CR.

Optimize and achieve your goals💙