Where do you start with App Store Optimization?
Metadata, store visual A/B tests, and a keyword scorecard reviewed on a cycle.
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Metadata, store visual A/B tests, and a keyword scorecard reviewed on a cycle.
Related resources
ASO is a free traffic channel that's hard to measure. Operate it on three axes: (1) metadata optimization, (2) visual A/B testing, (3) a keyword scorecard.
ASO's core metric is Conversion Rate (impression→install) = Install / Impression. ~25% is decent, 35%+ is excellent. Metadata earns keyword impressions; screenshots and the icon decide click→install conversion.
| Field | iOS (App Store) | Android (Play) | Optimization rule |
|---|---|---|---|
| App name | 30 chars | 30 chars | 1 core keyword + brand. e.g. 'OO Shop – Fashion Shopping' |
| Subtitle / short description | 30 chars (subtitle) | 80 chars | High search weight on iOS. On Android, low search weight but affects conversion |
| Keyword field | 100 chars (comma) | - | iOS only. Comma-separated, no spaces. Mixed languages allowed |
| Description | 4000 chars | 4000 chars | Very high search weight on Android. Put core keywords in the first 3 lines |
| Promotional text | 170 chars | - | iOS only. Changeable without an app update — use for seasonal messaging |
| Test hypothesis | Variant A | Variant B | Expected effect |
|---|---|---|---|
| First-screenshot copy | Feature-led (FEATURE) | Benefit-led (BENEFIT) | CVR +10–15% |
| Icon color | Brand color | High-saturation accent | CVR +5–8% |
| Screenshot layout | Single screen | Carousel storytelling | CVR +8–12% |
| First 3s of video | UI transitions | User review quote | CVR +15–20% |
Prioritize keywords by the ratio of Search Score (volume) to Difficulty Score (competition): Priority = Search Score / Difficulty Score. Attack keywords with Priority ≥ 1.5 first.
| Keyword | Search Score | Difficulty | Priority | Strategy |
|---|---|---|---|---|
| shopping app | 75 | 82 | 0.91 | Brand campaign + subtitle |
| clothes shopping | 68 | 45 | 1.51 | Priority target |
| winter coat | 55 | 30 | 1.83 | Priority target |
| fashion mall | 72 | 78 | 0.92 | Long-term build |
| women's fashion app | 48 | 35 | 1.37 | Review further |
Under ~1,000 daily impressions, significance can take 60+ days. Test bigger swings (a completely different concept), or use ASA to force traffic volume during the test.
Possible causes: a new competitor, an Apple/Google algorithm update (roughly quarterly), or a spike in negative reviews. Below a 4.2-star rating, search weighting is penalized. Prioritize review replies + bug fixes.