How to create an awesome Marketplace listing

Discovery, evaluation, and eventual purchase all start with a great listing. Below, we've gathered insights and best practices on how developers can leverage their marketplace listing to grow revenue and marketshare. 

Do your research 

Before submitting, be sure to review the add-on approval guidelines thoroughly. The common questions that arrive when creating a listing are answered there and it defines all the requirements that can get your add-on denied. 

Understand your user

The first step to building a great Marketplace listing is to understand the path to purchase. We developed the following path to purchase based on customer interviews and quantitative research. 

Best practices for naming your add-on

From a user interview, “I wouldn’t even read some of these based on the title” in reaction to looking at search results. Low quality titles mean users are less likely to click on your add-on.

A good name describes what the add-on does.

  • Good: "Text-to-Speech Reader for JIRA"
  • Bad: "Reader Plugin for JIRA"

A very common convention is to include "for (product name)" as part of the add-on name. We don't require this but recommend it.

  • Good: "Theme Builder for Confluence"
  • Bad: "Theme Builder"

Brand, Trademark, and Copyright guidelines dictate that the add-on name may not start with an Atlassian product name. But it's okay to put the product name at the end.

  • Good: "Table Exporter for Confluence"
  • Bad: "Confluence Table Exporter"

Invest in search terms/keywords

Your customers think in terms of business challenges and use cases and often begin their search for an add-on solution with the Google search bar. In fact, over 50% of the traffic to the website comes from organic search. It is imperative that your listing be optimized for the key search terms and phrases your users are searching for. Investing in high value/high converting keyword terms can be one of the easiest and most effective forms of marketing for Atlassian's Marketplace listing.

In addition, clearly list out the major use cases your add-on can be used for. Users vary from technical to non-technical, so make it easy for them to justify evaluating (and eventually purchasing) your add-on. Clear use cases and what teams (marketing, engineering, etc.) can utlize them help users choose your add-on. 

Content is king

Avoid the "elements of apathy" or, when an exhausted developer will spend months learning, coding, testing, and refactoring their add-on and is too tired to spend effort on the listing, which leads to spelling mistakes, grammar issues, weak design choices, repetitious highlights and language, and a vague identity on the Marketplace. Be meticulous, because the extra time you spend combing the details will save you time in the review process. Be clear, concise, and professional in your representation of your add-on. 

Media must be high quality 

The visual presentation of your add-on is essential in the evaluation process. Potential customers want to see that a vendor has invested in high-quality media assets. They want beautiful screenshots that convey the value and functionality of your add-on. Customers notice high-quality screenshots, videos, demos and links to professional looking external websites.

Ensure add-on compatibility 

Add-ons are always tested against the lowest-listed compatible version and the highest version. If your add-on fails to install or work in either of those versions than it will be rejected. Always test your add-on on what version you are going to list. 

Get verified 

Atlassian Verified vendors have more sales on average than non-verified vendors. We've heard from countless customers that they always look for the Atlassian Verified badge when evaluating an add-on. Find out how to apply for the program here.

Leverage private listings

Releasing a Private add-on is a great way to get familiar with the add-on publishing process. A Private listed add-on or add-on version won't be seen by the public, but can still be edited viewed by the vendor. It's a great way to see how your listing will turn out before it goes public.

Do not undervalue documentation 

Your customers need to know what your add-on does. This should be the most important part of every add-on. Every documentation page should include the following:

  • All prerequisites. These include, other add-ons, 3-party programs, and Atlassian products. 
  • An overview. List what a user can expect your add-on to do in a nutshell.
  • An installation guide. These are very simple to do: You can simply follow Atlassian’s instructions.
  • An Administrator's guide. Does your add-on need special configuration? App links? Require html configuration tickets? All of this needs to be in a separate section for admins. 
  • A User guide. Include a basic guide of what a user can expect to see and use when they engage your add-on, preferably with a lot visuals. Your user base likely isn’t as technically proficient as your developers.
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