The two halves of ASO
- Visibility — being found. Ranking for relevant searches and in category charts. Driven by your title, subtitle and app store keywords, downloads, and ratings.
- Conversion — being chosen. Turning page views into installs. Driven by icon, screenshots, app rating and reviews. Measured as app store conversion rate.
Main ASO factors
- Metadata: app name, subtitle (iOS), short description (Google Play), keyword field (iOS), long description (Google Play — indexed for search).
- Creatives: icon, screenshots, preview video.
- Ratings and reviews: average, volume and recency.
- Testing: product page optimization on iOS and store listing experiments on Google Play.
- Targeted pages: custom product pages for specific campaigns.
Example
Incorporating high-traffic keywords into your app title and description improves your app's ranking; testing a new first screenshot that shows the main benefit instead of the login screen raises conversion.