App Store Optimization

ASO consists of three core activities:

App Store Conversion Rate Optimization:

Systematic testing of the assets (screenshots, title, keywords, description, app icon) used to promote the app or game in the app store to optimize the conversion rate from ‘store page visit’ to ‘app install’ is an activity that magnifies the impact of all other acquisition activities.  Performance marketing spend will stretch further if app store page conversion is increased; the cost-per-install (CPI) will fall, since more users who click on ads will end up installing the app.

App Store Search Optimization:

Optimizing for the best-performing keywords that will attract high search volume and convert well with the app’s target audience is a process of refinement and experimentation, which requires periodic review in order to stay ahead of competitors.  For some apps, app store search represents a large proportion (up to 80%) of the organic traffic to their app store listing, whereas in other cases, search plays a smaller role in app discovery.

App Store Featuring:

All of the major app stores have some concept of featuring, whereby editorial teams give prominent temporary placement of banner-style advertising for selected apps, based on various editorial criteria.  Getting featured can deliver a significant boost to user acquisition over the period of featuring.

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This post is loosely based on the Black Hat ASO presentation Moritz Daan gave in November at eMe ...


This post is loosely based on the Black Hat ASO presentation Moritz Daan gave in November at eMetrics. Apple’s last move — the Apple App Store Purge, included the deletion of more than 50.000 apps in October 2016

We've created tutorial video for our Google Play App Search Optimization spreadsheet that aims to help you become a bit more strategic with your Google Play Store description. The video describes how much your short description, long description, title

Apple announced at the 1st of September, that app names of over 50 characters will now be rejected. This didn't come entirely as a surprise. Partially because Gabriel Machuret whispered it to us a day in advance, but

The Google Play Store lets you be pretty creative when it comes to the text assets you provide for your Play Store Listing. You can use rich formatting (HTML) and emojis to make your Google

When it comes to App Store Optimization (ASO), the Apple App Store is mostly a black box. One of the most important assets to play with to increase discoverability, is the 100-character keyword field. You can fit some 8-12 keywords

Since we’ve started consulting several companies on their ASO strategy, we began to identify similarities between the issues they were facing and built a pretty extensive Google Spreadsheet to address these issues of Apple ASO Keyword optimization. We

The Apple App Store editorial teams give prominent temporary placement of banner-style advertising for selected apps, based on various editorial criteria. First off, your app should add value or your game should be fun. Secondly,

App Store Optimization, whilst often used as a term for either SEO or CRO, is the bundle of tasks that an App Store Marketer is set out to do to get an app discovered and subsequently

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