App Developer Instafit did some great A/B testing of its appstore meta data for the Mexican market. The results are

• Adopting the right conversational tone (using “tú” instead of “usted”).
• Using the right wording, for example by making sure the highlight titles emphasized the app’s key benefits and differentiators, using imperative verbs to make user communication dynamic, and ensuring the call to action is clear and punchy: “What are you waiting for? Your training starts today”.
• Keeping things simple, using short sentences and very few paragraphs.
• Highlighting the key benefits and calls to action in the description of the app, with rich text formatting.

More great case studies of app publisher can be found on the Google Play dev blog.