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App Store Optimization (ASO) | AppIt Ventures

App Store Optimization

Introduction to App Retailer Optimization

With over 6 million apps obtainable for obtain between the Apple App Retailer and the Google Play Retailer, it may be robust to make sure that yours stands out from the gang. The excellent news is, there’s a course of referred to as App Retailer Optimization (ASO), a critically necessary a part of launching and sustaining your software, that may assist make your product web page one of the best it may be. ASO works equally to search engine marketing for web sites, in that creativity and sensible use of technical parts are leveraged to extend visibility and enhance rankings in search. The rules for app retailer submissions and listings modifications often, so ASO will all the time be a piece in progress, nevertheless it’s one that you could’t afford to not be maintaining with. Learn on for recommendations on benefiting from your app retailer presence.


Let’s start with a fast overview of the product web page. Within the Apple App Retailer and Google Play Retailer, the primary view on the product web page will appear to be this:

Apple App Retailer Itemizing Parts

Apple App Store Optimization

Google Play Retailer Itemizing Parts

Google Play Store App Store Optimization

Significance of Key phrases

Key phrases are massively essential to ASO, and utilizing them efficiently would require a superb understanding of your focused buyer base. Your app product web page shall be scanned for key phrases and ranked accordingly, so think about this – there are key phrases which are very basic, concise and looked for probably the most, however apply to numerous apps, making it exhausting for yours to climb the ranks and leap out. These are referred to as brief tail key phrases. On the flipside, there are these which are very particular, sometimes a bit lengthier and looked for much less steadily, however make it simpler in your app to face out when they’re looked for. These are referred to as mid or lengthy tail key phrases. The choice to make use of extra of 1 or the opposite correlates to being a small fish in an enormous pond or an enormous fish in slightly pond. Once you’re simply beginning out, your probabilities of even being seen  utilizing solely brief tail key phrases is minimal; therefor, it’s advisable that you simply shoot for visibility utilizing mid or lengthy tail key phrases. A match on lengthy tail key phrases makes it extra possible that a consumer will discover what he/she is in search of in your app, and can go forward with a obtain. As your reputation (and thus visibility) grows, you possibly can start sprinkling in some brief tail key phrases to proceed to spice up your place amongst the competitors.


App Store Optimization

App Identify/Title

On the subject of your app identify/title, it’s best to maintain it brief and easy. Embrace probably the most related key phrase(s) you’ll be able to consider with out being too generic or just like different apps. It lets your buyer base know usually what your app does, and since their time and a spotlight is restricted, they’re extra more likely to click on in your app as a result of they’ve good cause to consider it’s associated to what they’re on the lookout for. This area is essential to catching customers’ eyes.

  • Apple App Retailer: App identify can embrace as much as 30 characters. Might embrace key phrases alongside your model identify to optimize the sector.
  • Google Play Retailer: App identify can embrace as much as 50 characters. Might embrace key phrases alongside your model identify to optimize the sector.


App Store OptimizationSubtitle/Brief Description

These fields (subtitle in Apple App Retailer, brief description in Google Play retailer) give just a little bit extra room to spotlight the meant makes use of and most beneficial options of your app briefly hand – principally a continuation of your title subject.

  • Apple App Retailer: Subtitle area might include as much as 30 characters, and is meant to offer room for a concise and particular description of what your app does. Embrace key phrases which might be totally different from these used within the app identify subject.
  • Google Play Retailer: Brief description area might include as much as 80 characters, and is meant to be an intriguing foray into the complete description. You’ll be able to embrace emojis in your brief description, and it is best to embrace key phrases which might be totally different from these used within the title area.



A easy but putting icon will do wonders on your click-through fee (the share of customers that click on in your itemizing when it seems in a search record). In case your emblem is already recognized to customers out on the planet, remember to use a model of that. If it isn’t, use a graphic that helps convey the aim of your app with out cluttering the picture with further textual content or too many visible parts. The standard of graphic issues quite a bit, so use a graphic artist that will help you design an icon that appears refined, clear and true to your model. A graphic artist may also be capable of be sure that your icon is excessive sufficient decision to be legible it doesn’t matter what measurement it seems in on every sort of gadget.

App Store Optimization

App Previews/Video

Previews are brief video clips that reveal to potential customers what the performance of your app is and what the consumer interface (UI) seems to be like. They need to spotlight probably the most visually compelling elements of your app inside the first few seconds to captivate viewers and encourage them to observe extra. Make certain that the content material of the video doesn’t preview any age-restricted content material, because the itemizing is seen to customers of any age.

  • Apple App Retailer: Might embrace as much as three particular person 30-second movies. Previews play mechanically on mute, however could also be unmuted by the viewer.
  • Google Play Retailer: Might embrace one video between 30 seconds and a couple of minutes lengthy. Won’t play mechanically.


Function Graphic

Distinctive to Google Play Retailer product pages, the function graphic is the primary visible that you simply see if you click on on an app. It might be a video, as referenced above, or it might be a nonetheless picture. Make this function graphic as putting as potential, and don’t load it up with textual content. Save your phrases for the textual content fields and as an alternative use this area to captivate would-be customers with the standard of your graphics.



Just like the video previews, screenshots give viewers an concept of what your app’s UI seems like, together with highlighting what you think about to be probably the most worthwhile options. In case your graphics aren’t eye-catching and/or don’t convey the worth of your product, customers will probably move on downloading your app.

  • Apple App Retailer: Might embrace as much as 10 screenshots, the primary 1-Three of which can be seen to the viewer earlier than scrolling.
  • Google Play Retailer: Might embrace as much as eight screenshots, which won’t be seen to the viewer until they scroll down on the web page.

Promotional Textual content

Distinctive to the Apple product web page, there’s a promotional textual content subject that may be modified at any time to announce upcoming new options, showcase awards or disseminate different information, resembling gross sales or promotions, that may be of curiosity to your customers. This area permits for as much as 170 characters. It doesn’t have an effect on key phrase rank in search, so don’t fear about strategically putting any right here.



That is the place you’ll actually get into the specifics of what your app does and the way it supplies worth to your customers. Use pure prose to attach together with your potential clients and write in a approach that stays true to the tone of your model. Spotlight the methods your app is exclusive, point out the accolades your app has acquired, and supply a definite call-to-action to make sure that you drive downloads. Don’t interact in key phrase stuffing on this area – it ought to learn naturally and simply and be a compelling pitch to customers. Use as many characters as potential (in any case, that is your probability to actually talk with potential customers) however make sure to phase textual content appropriately into paragraphs or bulleted lists in order to be as clear as attainable and keep away from overwhelming readers. Remember that the primary sentence of your description must be the hook.


  • Apple App Retailer: Description subject permits for four,000 characters. It doesn’t have an effect on key phrase rank in search, so key phrase stuffing can be not solely off-putting to customers, but in addition pointless. That’s to not say that no key phrases must be included, simply that it is best to miss any which are extraneous. This subject can’t be edited aside from the submission of a brand new model of your app, so plan accordingly. Something momentary or experimental could be positioned in promotional textual content as an alternative.
  • Google Play Retailer: Description area permits for four,000 characters. Key phrases must be peppered into pure prose, as this part will have an effect on key phrase rating in search, however you’ll be penalized by Google for key phrase stuffing.


Key phrases

One other subject distinctive to the Apple product web page, the key phrase area is strictly what it seems like – a area devoted totally to itemizing out any related key phrases that you simply’re aiming to rank for. Solely as much as 100 characters are allowed, so to take advantage of your area right here, listing out your key phrases separated by commas however no areas. Areas are pointless and eat up your character allowance. Keep away from duplicates, plural variations of beforehand listed key phrases, unauthorized phrases corresponding to logos, irrelevant phrases, competitor names, and offensive phrases.


In-App Purchases

On Apple product pages, you’ll be able to showcase as much as 20 out there in-app purchases earlier than a consumer has downloaded your app. They every have their very own identify, promotional picture and outline, and should assist present customers what further content material is obtainable out of your app and make clear what varieties of options are usually not included within the base model. Google Play Retailer listings inform you whether or not in-app purchases can be found, however the specifics of what they’re doesn’t turn out to be seen till after a consumer has downloaded your app.


What’s New

Apple product pages include a piece devoted to speaking modifications made to your app. This can be a great place for saying new options, bug-fixes, enhancements, and so forth. Customers wish to see that you simply take their suggestions to coronary heart and constantly work to enhance your product, and that is the place you’ll be able to present them that you simply’re doing simply that.


Scores and Critiques

Whereas scores and critiques aren’t an element that’s solely inside your management, there are elements of them that you would be able to have an effect on to assist increase your rating and conversion price. Maybe most significantly, keep on prime of responding to suggestions as a lot as attainable. A mean score shall be proven on the prime of the part, with particular person scores and evaluations listed beneath it. Customers wish to see builders responding to their questions and considerations, so a historical past of immediate responses, seen on the person critiques, might assist drive downloads.

  • Apple App Retailer: The typical score applies solely to the territory a selected consumer is in. The score could also be reset when a brand new model of your app is launched, however that functionality is a double-edged sword. In the event you look to start out recent on account of enhancements made to bugs or points that have been eliciting destructive scores, customers may even see that you simply don’t have many scores in any respect and transfer on with out downloading your app. Conversely, for those who had lots of adverse scores that have been tied to a problem you fastened, you could present a decrease score than what applies to the present model and deter downloads that means. Our recommendation is to make use of the reset function sparingly to make it possible for your quantity of scores doesn’t endure until the typical score drops low sufficient to really name for it.
  • Google Play Retailer: The typical score applies globally. Key phrase rating in search is affected by key phrases utilized in critiques, so customers that write considerate critiques can typically assist your rank for the included search phrases.



Choosing the right class on your app is essential, as that is the place the majority of your visibility will come from. Customers will see your app once they browse the class you’ve chosen or filter their search outcomes for that class.  

  • Apple App Retailer: You possibly can assign two classes to your app – a main and a secondary.
  • Google Play Retailer: You possibly can assign just one class to your app.



In the event you’re going to publish your app in a number of nations, you need to critically contemplate localizing your app itemizing for every one. This implies selecting probably the most appropriate graphics for the tradition, having a local speaker make it easier to write your itemizing in conversational language, selecting key phrases which might be applicable for that exact market, and so on. Principally, it means placing time and care into making the itemizing look as if this was the unique market in your app slightly than a blind translation into one other language. Doing so will definitely assist drive downloads in these different markets.


Enhancing Your Itemizing & A/B Testing

Simply since you’ve chosen key phrases and put them into place doesn’t imply that you would be able to now sit again and depart your app web page untouched for lengthy durations of time. You’ll need to intently monitor your rating within the shops and use knowledge analytics and key phrase monitoring to just remember to are retaining or enhancing your home amongst the competitors. This will likely contain altering out or adjusting graphics, language, and key phrases on an ongoing foundation with every new launch (or extra often within the case of fields that permit modifications between releases). How have you learnt which mixture of issues is driving probably the most downloads? Do A/B Testing. A/B testing pits two or extra variations of your app retailer itemizing towards one another to see which one has a greater conversion price.

  • Apple App Retailer: Apple doesn’t have their very own A/B testing device inbuilt, so that you’ll have to rent an company to create lifelike wanting touchdown pages and promote them to customers as in the event that they have been actual retailer pages. The customers’ conduct almost about your simulated listings is tracked and that’s the way you’ll know which is preferable.
  • Google Play Retailer: Google  has an A/B testing software constructed proper into the Play Console that permits you to arrange a check. Ship totally different variations of your itemizing to a proportion of shoppers and it’ll monitor the conversion price of every one for you. As soon as the experiment is full, you’ll know which model to go together with.



Cellular app advertising takes vital time and assets. When you don’t make use of app retailer optimization, a whole lot of that effort can go to waste on an app that’s by no means even seen. When there are literally thousands of different comparable apps competing for the highest spot within the app shops, ASO provides you the most effective probability of standing out. AppIt Ventures designs our ASO technique to assist customers uncover your app, interact with it and obtain it, which will increase your visibility on the app shops. Watch your variety of installs develop as we work on optimizing your content material, bringing you nearer to your obtain, utilization and monetization objectives.




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