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Choose the best few versions you have, and ask people you know to tell you their opinions; you can make a poll of sorts, and see which versions come up the most. Control the polling results by showing people the same variants, in the same number. Tell them to choose what they think is most convincing for them personally, and give feedback on anything they think should be changed. One way you could think about CTAs and app descriptions for the app store is like an elevator pitch.

Elevator pitches, commonly used in sales and marketing, are short speeches that you prepare beforehand, so you can deliver them in unforeseen situations when you encounter a prospective client or need to convince someone within your organization of the validity or benefits of an idea.

An elevator pitch should not be longer than 30 seconds. It should have a clear goal, and explain what you do or want to do. It should present a clear benefit and value of what you propose, and have a unique selling proposition so you attract interest and excitement. Because elevator pitches are exactly as the name suggests spoken propositions , they usually have to involve exciting language and be presented in a manner that appeals to the person you're speaking to.

They should also be engaging, which is why they usually end with a question that requires feedback from the other person and gets them thinking about your proposition.

To adapt this to your app description, the open-ended question becomes the CTA that captivates your audience and makes them consider downloading your app. You're going to want to test your CTAs online as well, until you reach the most convincing and attractive version. This is even easier to accomplish if your app works on both Android and iOS and you prepare to advertise it on Google Play and iTunes. That means you can choose the best two calls to action or four, if your copy will contain more than one CTA , and place them in separate app stores.

Using tracking tools like AppAnnie , you can track the number of downloads your app gets on each store. If you notice big differences between stores, it could mean that one of the CTAs is more convincing than the other. To keep your test controlled, use the same copy overall, with the same screenshots, and so on. You can also change your CTA as your app becomes more popular, and continue tweaking and optimizing your copy.

For instance if your app gains notoriety and becomes a household name, you could use trademark phrases found within the app, which people recognize instantly from pop culture and word of mouth.

Because your entire copy has to be filled with descriptive and actionable language that convinces readers to install your app, you have several opportunities to introduce calls to action. In some situations, depending on the nature of the apps, the problem they solve or the benefits they bring are clear-cut such as an app that tracks your jogging routine, or that helps you organize meetings.

With others however, you have to make the benefit obvious, as people might not even know they needed the solution you propose. The following elements should be present in your app descriptions anyway, but we are going to focus on how you can include calls to action in them. Others are part of your marketing plan for the app, and they're found someplace other than the app store.

If you want your description to be even more compelling, you have to add a video of your app. The video can either be a demo or guide that shows how the app works and what it does, or it can be more like an advertisement, showing uses in real life, in real situations that the viewer can empathize with.

The script for your video whether it's written across the screen, or spoken , should also include highly emotional and actionable language that convinces users they need your app. Very importantly, you should hire a professional company to create the promotional videos for your app and help with your branding efforts.

Remember you're competing with plenty others, and you need to present your product in the best possible manner. Google's promotion of their Google Maps app is a very good example: they've added both a video which shows how the app works and screenshots; on YouTube, they've also added a video that shows how the app works in real life, and it's first-person perspective makes viewers quickly identify with using it. Consequently, you can add a well-targeted CTA in the text below the video, to reinforce the idea of downloading with your viewers.

Screenshots of the app are a must on both Google Play and iTunes. Like Google Maps, TransitGenie lets you find routes ahead of your trip. Lastly, TransitGenie incorporates Metra in route suggestions.

TransitGenie was created by University of Illinois at Chicago students. The start screen on TransitGenie. See more TransitGenie screenshots.

Limited trip planner. Embark Metra has a trip planner, like TransitGenie, but it only uses Metra. It cannot tell you how to get to the origin Metra station, or how to get to your final destination from the Metra station at which you alight.

You must already know which station you will leave from and at which station you will arrive — you also have to know that a Metra train will run between those two stations; Embark cannot help you make transfers. Embark has three ways to select the station: search for it by name, locate one nearby, or select a route. Once you have selected your origin and destination, tap Plan Trip and you will be presented with a screen listing upcoming departure times as well as the arrival time , the cost, and train trip duration.

Tap on the train you plan to take to get three methods of sharing the trip with others email, SMS, and Twitter — this could be useful in quickly telling a friend when they should expect to meet you at the destination station. Embark also makes a CTA app download now.

It can only do station to station trip planning, not home to station to destination planning. Free, download for iPad or download for iPhone and iPod touch. Has ads. Works in 62 cities in Canada and the United States. HopStop sets itself apart by working in more cities than Chicago. It has a step-by-step journey list, much better looking and easier to read than the one in TransitGenie. Like Embark, the Metra trip planner requires you to know your origin and destination stations, and know that Metra runs trains between those two stations.

Also like Embark, HopStop can share your journey over Twitter, text message, or email. System maps exist only for 5 domestic transit systems, and London. HopStop has schedules for the South Shore Line, but again, you must know to which station you want to travel.

The trip directions list in HopStop. See more HopStop screenshots. If you want to see more than 3 routes for any location, you must subscribe. Works in other cities in the United States and Canada. It has arrival times and trip planning, but also a few bugs which the app developers are aware of. For example, at the Belmont Red-Purple-Brown lines station, live but estimated arrival times are only given for the Red Line.

The app uses the Foursquare database to find points of interest as opposed to the Google Places database, but it uses Google Maps. Transit is wildly different in how the user moves through the tasks of each function. Instead of screens that move left or right like many iOS apps, and like web pages , the app acts more like each function is just hiding behind the other.

At the bottom of the dashboard is your location. Tap it to switch to current location, a new location, or to a location you recently searched. I quit the app and tried the same trip again. The original route was replaced with one equally dumb. Second bad example for the same search. Trip planner.

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