What is ASO? A guide to app store optimisation

ASO (app store optimisation) makes your mobile app more visible in stores such as Google Play and the App Store and turns page visitors into installs. Store search is the biggest free source of users for many apps. It is the store equivalent of web SEO.

Two goals

1. Visibility: ranking high for relevant searches
2. Conversion: visitors to the store page installing the app

Title and keywords

• The app name can include the most important keyword alongside the brand; see our naming guide.
• Research how users search for your problem and use the most relevant phrases in the title, subtitle and keyword fields.
• Avoid keyword stuffing and competitor brand names that break store rules.

Description

• Explain the core benefit in the first two or three lines; most users read no further.
• List key features in short bullets.
• Add social proof and recent updates.

Visuals and video

Screenshots influence the install decision most:

• Show the most important benefit in the first two images.
• Add short, readable captions.
• A short preview video quickly shows how the app works.
• The icon should be simple, distinctive and on-brand; see our brand identity guide.

Ratings and reviews

• High ratings affect both ranking and conversion.
• Ask for ratings right after a positive moment, using the store's own review prompt.
• Reply to negative reviews quickly and constructively, and feed recurring issues into the product; see our customer support guide.

Localisation

Prepare title, description and visuals in the local language for each target country. Turkish and English store pages reach two different search audiences.

Measurement and testing

• Track store page views, installs and conversion rate.
• Use the stores' experiment tools to A/B test icons, visuals and descriptions.
• Track retention after install too; good ASO does not make up for an app that does not keep users.

Conclusion

ASO is ongoing work for mobile apps. Treat your store page as seriously as your product and update it regularly. Deciding between mobile and web? See this guide.