App Store Optimization Tactics

Overview

Optimize app store listings to maximize organic downloads. This skill teaches proven ASO techniques for keyword optimization, visual assets, and conversion rate improvements.

Core principle: ASO is SEO for app stores - discoverability + conversion = downloads.

When to Use

Use when:

• Launching new app
• Downloads have plateaued
• Poor keyword rankings
• Low conversion rate (impressions → downloads)
• Competing in crowded category
• Expanding to new markets

The ASO Framework

1. Keyword Research & Optimization

Keyword selection criteria:

• Relevance: Matches app functionality
• Search volume: People actually search for it
• Competition: Winnable rankings (difficulty <70)
• Traffic potential: High enough to matter

Keyword research tools:

• App Store Connect (Search Ads suggestions)
• AppTweak, Sensor Tower, AppAnnie
• Competitor analysis
• Google Trends (validate demand)

Keyword placement hierarchy:

iOS App Store:

1. App Name (30 chars): [App Name] - [Primary Keyword]
   • Example: "FocusFlow - Deep Work Timer"
2. Subtitle (30 chars): [Secondary Keywords]
   • Example: "Pomodoro & Productivity Tracker"
3. Keyword Field (100 chars): comma-separated, no spaces
   • Example: "focus,timer,pomodoro,productivity,deep work,concentration"

Google Play Store:

1. App Title (50 chars): [App Name]: [Keywords]
   • Example: "FocusFlow: Pomodoro Timer & Focus"
2. Short Description (80 chars): [Value prop with keywords]
   • Example: "Boost productivity with Pomodoro timer, focus sessions & deep work tracking"
3. Full Description (4000 chars): Front-load keywords in first 250 chars

2. Screenshot Strategy

iOS (10 screenshots max):

Screenshot 1: Hero screenshot
- Most compelling feature
- Clear value proposition text overlay
- Aspirational result

Screenshots 2-3: Core features
- Main functionality
- User benefits emphasized

Screenshots 4-5: Social proof
- Ratings/reviews
- User testimonials
- Download numbers

Screenshots 6-7: Additional features
- Secondary functionality
- Unique differentiators

Screenshot 8-10: Secondary devices (iPad)

Text overlay rules:

• Large, readable font (40-60pt)
• High contrast (dark text on light BG or vice versa)
• Benefit-focused ("Sleep Better" not "Sleep Tracking")
• 5-8 words maximum per screenshot

Design tips:

• Use app's actual UI (authentic)
• Show data/content (not empty states)
• Consistent visual style across screenshots
• Mobile-first composition

3. App Icon Optimization

Icon principles:

• Simple, recognizable at small size (60px)
• Unique shape/symbol (not generic)
• Limited colors (2-3 max)
• No text (won't be readable)
• Test in greyscale (color blindness)

A/B test icons:

• Conduct split tests
• Measure conversion impact
• Iterate based on data

4. App Preview Video (iOS)

30-second structure:

0-5s: Hook - Show the problem/need
5-15s: Solution - Demo core feature
15-25s: Benefits - Show results/value
25-30s: CTA - "Download now"

Video best practices:

• Portrait orientation (9:16)
• No sound required (captions essential)
• Fast-paced (2-3s per scene)
• Show real app UI
• Include compelling on-screen text

5. Description Optimization

First 250 characters are critical (above the fold):

✅ Good:
"[App Name] helps [target audience] [achieve benefit].

Top features:
✓ [Compelling feature 1]
✓ [Compelling feature 2]
✓ [Compelling feature 3]

[Social proof: downloads, ratings, awards]"

❌ Bad:
"Welcome to our amazing app! We're excited to introduce..."
(Wastes prime real estate on fluff)

Full description structure:

1. Value proposition (first 250 chars)
2. Core features (bullet points)
3. Social proof (reviews, metrics, awards)
4. Use cases / target audience
5. Support / contact info

SEO keywords:

• Front-load in first paragraph
• Natural language (not keyword stuffing)
• Include long-tail variations
• Use keywords in feature bullets

6. Ratings & Reviews Management

Getting more reviews:

• In-app prompt at peak satisfaction moment
• "Rate us" prompt after 3-5 successful sessions
• Never prompt during frustration

Review prompt timing:

// Good timing
if (user.successfulSessions >= 3 &&
    user.hasCompletedGoal &&
    !user.hasBeenPromptedRecently) {
  showRatingPrompt()
}

// Bad timing
if (user.justExperiencedError ||
    user.inFirstSession ||
    user.wasPromptedYesterday) {
  // Don't prompt
}

Responding to reviews:

• Respond to ALL reviews (shows you care)
• Thank positive reviews personally
• Address negative reviews constructively
• Fix issues, update review response when fixed

Response template (negative review):

"Thanks for your feedback! We've identified the [issue] and pushed a fix in v[X.X].
Please update and let us know if it's resolved. Contact support@[domain] for assistance."

Conversion Optimization

Conversion rate benchmarks:

• Good: 20-25%
• Great: 25-35%
• Excellent: 35%+

If conversion <20%, test:

• Screenshot messaging (focus on benefits)
• Icon redesign
• Description rewrite (clearer value prop)
• Video preview (if not using)
• Ratings improvement (get more positive reviews)

A/B testing elements:

• Icon variations
• Screenshot order
• Screenshot text overlays
• First 3 screenshots (most viewed)

Localization Strategy

Priority markets:

1. English (US, UK, CA, AU)
2. Spanish (ES, MX, LATAM)
3. Portuguese (BR)
4. German (DE)
5. French (FR)
6. Japanese (JP)
7. Korean (KR)
8. Chinese (CN - if applicable)

What to localize:

• App name/subtitle (keywords per region)
• Description
• Screenshots (translate overlays)
• Preview video (subtitles)
• In-app content

Localization tips:

• Hire native speakers (not machine translation)
• Research local keywords separately
• Adapt cultural references
• Test with local users

Category Selection

Choose wisely:

• Primary category: Where you compete
• Secondary category: Additional exposure

Category strategy:

• Choose category you can rank in Top 200
• Niche categories easier to rank
• Check top apps in category (can you compete?)

If struggling in category:

• Consider more specific subcategory
• Focus on keyword rankings instead
• Build download velocity outside app store first

Launch Strategy

Pre-launch (2-4 weeks before):

• Keyword research completed
• Screenshots designed and tested
• Description finalized
• Preview video created
• Beta testing for reviews

Launch day:

• Submit to app store
• Prime app store page with initial reviews (from beta)
• Launch marketing campaigns (TikTok, ads, press)
• Drive traffic to app store listing

Post-launch (first 30 days):

• Monitor keyword rankings daily
• A/B test screenshots/icon
• Respond to all reviews
• Iterate based on conversion data
• Build download velocity

ASO Metrics Dashboard

Track weekly:

• Keyword rankings (top 10 keywords)
• Impressions (how many people see listing)
• Conversion rate (impressions → downloads)
• Total downloads
• Rating / review count
• Organic vs paid downloads split

Quick Wins

Immediate improvements:

1. Update subtitle/short description with keywords
2. Replace generic screenshots with benefit-focused ones
3. Respond to all reviews (especially negative)
4. Add preview video if missing
5. Optimize first 250 chars of description

Expected impact: 10-30% lift in conversion rate within 2 weeks

Resources

• App Store Connect: appstoreconnect.apple.com
• Google Play Console: play.google.com/console
• ASO tools: AppTweak, Sensor Tower, AppAnnie

ASO is a continuous process. Monitor, test, iterate. Small improvements compound to significant download increases over time.