Including these elements in your app's description can help encourage customers to download or purchase it.
Description
Write your description as though your customer will read only the first two sentences. The reality is they'll probably start by reading far fewer words, so make the first words interesting! Think about what you would tell someone in just two sentences that would make them want to buy or download your app. Now write that as the beginning of your description.
Follow your two-sentence hook with additional benefits, in-app purchase opportunities, and other details about your app that your customers will want to know. Make sure you include any disclosures or information that you are required to provide under the law in the countries where you are distributing your app. For example, you may need to let customers know that your app features in-app purchases, or provide info on how customers can contact you.
If you offer a free trial of your app, explain how that will appear to your customers so they aren't surprised by your app's behavior. You can find more information on trial versions in How to create a trial version of your app.
App features
These are short (we recommend three to five-word phrases) that summarize your app's key features. They are displayed to the customer as a list in your app's app listing overview page of the Windows Store.
Keywords
These are single words or short phrases that help your app appear in search results. They are not displayed to your customers.
When deciding on what keywords to use, think of what words that customers might use when they search for apps like yours.
Description of update
If you are updating an app that has already been listed in the Windows Store, describe the changes to the app that you are including in this release. You must describe any new capabilities in this release in this field.
This field is not shown to customers by default, but it is available to them if they want more info about what will change when they update your app. It is important to be clear and complete when you describe these changes because Microsoft reviews them when testing your app during certification. If we find discrepancies between your app's upgrade and what you list in this field, your app could fail certification.
Additional license terms
If your license terms are different from the Standard Application License Terms, enter them here. If they don't fit in this field, enter a URL where your customers can read them. These terms are displayed in the app listing details.
If you leave this field blank, your app will be licensed to your customers under the terms of the Standard Application License Terms that are found at the end of your App Developer Agreement.
Screenshots
These are the images of your app that are displayed to your customers in the app listing overview.
An image of your app that shows its key feature or features. You must provide at least one screenshot in your description and each image must have a caption that is 200 characters or less. The screenshot image you upload must be at least 1366 x 768 pixels, or 768 x 1366 pixels, and stored as a .png file that is smaller than 2 MB. If you have more than one screenshot of your app, upload them from left to right in the order you would like them to appear in the app listing overview.
Tip You can change the order the screenshots appear in the app listing overview by deleting the images from the Description page and uploading them again in the order you'd like them to appear. If you do this after your app has been listed in the Store, you'll need to submit your app for certification again.
Promotional images
The Windows Store editorial team uses promotional images when they feature apps in the Windows Store. Providing promotional images for your app doesn't guarantee your app will be featured. But not providing them almost guarantees that it won't be.
For more info about creating and uploading promotional images for your app, see Promotional images.
Recommended hardware bullets
Describe the hardware configurations that your app requires to run. This info is especially important if your app requires hardware that might not be available on every computer. This info is displayed to the user as a list in the app listing details, so be sure to keep the item descriptions short and succinct.
App website
Enter the URL of the web page that describes your app. This info is displayed to your customers in the app listing overview.
Note The URL must point to a page on your own website and not your app's listing in the Windows Store.
The page on your website can describe your app in greater detail than is available in the Windows Store listing. You can also include more info about your apps value-added features, such as any in-app offers.
Tip Your app's website can link directly back to its listing by using the Windows Store protocol.
Support contact info
Enter the email address or the URL of the web page where your customers can go for support on your app. This info is displayed to your customers in the app listing overview.
Important Microsoft doesn't provide your customers with support for your app.
Privacy policy
Enter the URL of your privacy policy, if your app needs one. If possible, the privacy policy should be in the same language as the description page. This info is displayed to your customers in the app listing overview.
Important
Microsoft doesn't provide a default privacy policy for your app. Likewise, your app is not covered by any Microsoft privacy policy. If your app requires a privacy policy, you must provide one. To determine if your app requires a privacy policy, review the App Developer Agreement.
In-app offer description
For each in-app offer your app provides, enter the description that your customers will see from within the app when your app presents the offer to customers for purchase. Each description must not be longer than 100 characters.
Your customers will see this text when they make in-app purchases. For an example of this, see The in-app purchase experience for a customer.
Desktop app fields
For desktop apps, you must provide this info. These fields don't appear on the Description page for a Windows Store app because Windows Store apps don't require this info.
Purchase page
Customers don't buy or download desktop applications from the Windows Store. You must provide a website where your customers can pay for and download the app. Space for two links is provided and you must enter a valid URL in both (even if they are in the same link), depending on the architectures that your app supports.
Note The link you enter must go to a web page from which your customer can download the app for the corresponding processor type. The link must not cause an app to start downloading automatically.
App logo
You must submit one image that will be displayed in your app's listing in the Windows Store. For more info about this image and how it's used in the Store, see Store logo.
Build date: 3/19/2013
