65% of app downloads come from app store searches, yet 80% of apps never optimize beyond launch. Top-ranked apps get 10x more downloads than those on page 2. With proper ASO, organic installs can increase by 300-500%. This advanced guide reveals strategies used by top-performing apps to dominate app store rankings and conversions.
Why ASO Matters
Impact Statistics
- 65% of downloads come from search (not browse)
- Apps ranked #1 get 10x downloads vs #10
- Page 2 apps get < 5% of page 1 traffic
- Good ASO can increase downloads 300-500%
- Conversion rate optimization adds 20-50% installs
- ASO ROI: $1 spent = $10-20 in app value
- Organic users have 2x better retention than paid
ASO vs SEO
Similarities:
- Keyword research critical
- Content optimization matters
- User signals impact ranking
- Competition analysis needed
- Continuous improvement required
Differences:
- Fewer ranking factors (50 vs 200+)
- Results visible faster (days vs months)
- Visual elements more important
- Conversion rate directly impacts rank
- A/B testing built into stores
- Less content to optimize
- More control over presentation
ASO is easier to master than SEO!Keyword Research
Finding Keywords
Research Methods
1. App Store Search Suggestions:
- Type keywords, note autocomplete
- Shows popular search terms
- Reveals user search behavior
2. Competitor Analysis:
- Identify top 10-20 competitors
- Extract their keywords
- Find gaps in their coverage
- Look for ranking weaknesses
3. Keyword Tools:
- App Annie (data.ai)
- Sensor Tower
- AppTweak
- Mobile Action
- ASOdesk
4. Your App Analytics:
- App Store Connect: Search terms report
- Play Console: Acquired keywords
- See what's already working
5. Related Searches:
- Scroll to bottom of search results
- "People also search for"
- Discover related terms
6. Category Research:
- Browse top charts in category
- See what terms leaders use
- Identify category-specific terms
Example research process:
Base keyword: "photo editor"
↓
Find variations:
- photo editing app
- image editor
- picture editor
- photo effects
- photo filters
- pic editor
- edit photos
- photo collage
Check volume & difficulty:
- photo editor: High volume, high competition
- photo effects: Medium volume, medium competition
- pic editor: Low volume, low competition
Target mix of all three types!Keyword Metrics
Evaluate each keyword on:
1. Search Volume:
High: 10,000+ searches/month
Medium: 1,000-10,000
Low: < 1,000
Tools show approximate volume
iOS doesn't show exact numbers
2. Difficulty (Competition):
High: Top 10 all have >100k downloads
Medium: Mix of large and small apps
Low: Mostly smaller apps
Higher difficulty = harder to rank
3. Relevance:
Must match your app's function
Irrelevant keywords hurt conversion
Users will instantly bounce
4. Traffic Quality:
Do searchers convert?
Check competitor conversion rates
Look for commercial intent
5. Trend:
Growing, stable, or declining?
Seasonal variations?
Use Google Trends for direction
Target selection:
- 3-5 high-volume, competitive (long-term)
- 5-10 medium-volume (main targets)
- 10-20 low-volume long-tail (quick wins)
Example portfolio:
High: "photo editor" (target #5)
Medium: "photo effects" (target #1-2)
Long-tail: "vintage photo filter" (target #1)Keyword Placement
iOS Keyword Strategy
Keyword fields:
1. App Name (30 chars):
Weight: Highest
Example: "Pixly - Photo Editor Pro"
Tips:
✓ Include primary keyword
✓ Brand name first (recognition)
✓ One descriptor keyword
✗ Don't stuff keywords
✗ Don't use generic name
2. Subtitle (30 chars):
Weight: Very High
Example: "Edit Photos & Add Effects"
Tips:
✓ 2-3 important keywords
✓ Descriptive and benefit-focused
✓ Natural reading
✗ Don't repeat App Name keywords
3. Keyword Field (100 chars):
Weight: High
Hidden from users, just for search
Example:
"picture,image,pic,collage,filters,beauty,
selfie,camera,retouch,enhance"
Tips:
✓ Comma-separated, no spaces
✓ Don't repeat words from Name/Subtitle
✓ Singular OR plural (not both)
✓ Use all 100 characters
✗ No repeated words
✗ No competitor names
✗ No trademarked terms
4. Description (4000 chars):
Weight: None for search
Weight: High for conversion
First 3 lines visible without expanding
Use keywords naturally
Focus on benefits and features
Character limit management:
Total unique keyword chars: 160
(30 + 30 + 100 = 160)
Maximize coverage:
- Don't repeat across fields
- Use synonyms and variations
- Test combinations
Example optimization:
Before:
Name: "Photo Editor - Photo Editor Pro"
Subtitle: "Edit Photos, Photo Filters"
Keywords: "photo,editor,filters,edit,photos"
Total unique: photo, editor, filters, edit
(duplicates wasted!)
After:
Name: "Pixly - Photo Editor"
Subtitle: "Picture Effects & Collage"
Keywords: "image,pic,beauty,selfie,retouch"
Total unique: pixly, photo, editor, picture,
effects, collage, image, pic, beauty, selfie,
retouch (much better coverage!)Android Keyword Strategy
Keyword fields:
1. App Title (50 chars):
Weight: Highest
Example: "Pixly Photo Editor - Effects & Collage"
More characters than iOS!
Can fit 2-3 keywords
2. Short Description (80 chars):
Weight: High
Example: "Edit photos with powerful tools, filters, effects. Create stunning collages!"
Visible in search results
Include 3-4 keywords naturally
3. Full Description (4000 chars):
Weight: Medium
Unlike iOS, Android indexes description!
Repeat important keywords 3-5 times
First 250 chars most important
Use natural language
Android keyword strategy:
- Repeat important keywords in description
- Use variations (photo, picture, image, pic)
- Include keywords in feature bullets
- Natural language (readable sentences)
Example description structure:
"Edit photos like a pro with Pixly, the
powerful photo editor with 100+ filters
and effects. [Primary keywords in first
sentence]
FEATURES:
• Photo filters and effects [keyword]
• Advanced editing tools [keyword]
• Collage maker [keyword]
• Beauty retouch [keyword]
Edit your photos with professional-grade
tools... [repeat keywords naturally]
Whether you're editing photos for Instagram
or creating a beautiful photo collage for
your memories... [variations]"
Keyword density:
- Primary keyword: 5-7 times
- Secondary keywords: 3-5 times
- Long-tail keywords: 2-3 times
- Keep it natural!Visual Optimization
App Icon
Icon impact:
- 70% of users judge app by icon
- Good icon increases conversion 30%+
- Most important visual element
Best practices:
Design:
✓ Simple and memorable
✓ Recognizable at small sizes
✓ Unique in category
✓ 2-3 colors maximum
✓ Clear focal point
✓ No text (usually)
✓ Scalable design
✗ Too complex
✗ Too much text
✗ Similar to competitors
✗ Hard to see at small size
✗ Generic stock imagery
Testing:
- A/B test icons
- Test on different backgrounds
- Test at multiple sizes
- User preference surveys
- Competitor comparison
Icon design process:
1. Research top apps in category
2. Identify design patterns
3. Create 5-10 concepts
4. Test with target users
5. Refine top 3
6. A/B test in store
Color psychology:
Blue: Trust, productivity (fintech, business)
Red: Energy, urgency (games, shopping)
Green: Health, growth (fitness, finance)
Purple: Creativity (photo, design)
Orange: Fun, friendly (social, casual)
Black: Premium, luxury (high-end apps)Screenshots
Screenshot Strategy
iOS: Up to 10 screenshots
Android: 2-8 screenshots
First 2-3 screenshots critical:
- Visible without scrolling
- Determine if user continues
- 80% of users don't scroll past 3rd
Screenshot types:
1. Hero Shot (Screenshot #1):
- Most impressive feature
- Wow factor
- Clear value proposition
Example (Photo Editor):
Before/After comparison
Text: "Professional Editing in Seconds"
2. Core Features (#2-3):
- Main functionality
- Most-used features
- Clear screenshots
Examples:
- "100+ Filters & Effects"
- "Advanced Editing Tools"
3. Social Proof (#4-5):
- Ratings/reviews
- User testimonials
- Press mentions
- Awards
Example:
"★★★★★ Rated 4.8 by 50K+ Users"
"Featured by Apple"
4. Additional Features (#6-8):
- Secondary features
- Use cases
- Platform-specific features
Design best practices:
Layout:
✓ Portrait orientation (iOS requirement)
✓ Text overlays explaining features
✓ High contrast text (readable)
✓ Consistent design style
✓ Phone frame (optional)
✓ Brand colors
Text:
✓ Large, bold headlines
✓ Benefits, not features
✓ 3-7 words max
✓ Easy to read at small size
✗ Too much text
✗ Small fonts
✗ Complex sentences
Examples:
❌ Bad screenshot:
- Bare app interface
- No text explanation
- Unclear what it does
- Generic look
✅ Good screenshot:
- Clear app interface
- Bold headline: "Edit in Seconds"
- Benefit-focused: "Save 10 Hours Per Week"
- Visual hierarchy clear
- Branded design
Tools:
- Figma/Sketch for design
- Screenshot Designer apps
- AppLaunchpad
- Screenshots.proScreenshot Testing
iOS A/B Testing:
- Product Page Optimization (PPO)
- Test up to 3 variants
- 90-day minimum test period
- Need 300+ impressions/day
Android A/B Testing:
- Store Listing Experiments
- Test screenshots, icons, descriptions
- Faster results than iOS
- 7-day minimum
What to test:
Screenshots:
- Order (which first?)
- Text vs no text
- Features shown
- Design style
- Color schemes
- Orientation
Test framework:
Control: Current screenshots
Variant A: Feature-focused
Variant B: Benefit-focused
Variant C: Social proof-heavy
Measure:
- Install conversion rate
- Browse → Install
- Search → Install
Example test results:
Control: 25% conversion
Variant A (features): 27% (+8%)
Variant B (benefits): 31% (+24%) ← Winner!
Variant C (social proof): 28% (+12%)
Always be testing!App Preview Video
Video impact:
- Apps with video get 20% more installs
- Users 3x more likely to watch than read
- Auto-plays in search results (iOS)
Video specs:
iOS:
- Length: 15-30 seconds
- Format: .mov or .m4v
- Orientation: Portrait (720x1280 or higher)
- Size: < 500MB
- First 3 seconds auto-play
Android:
- Length: 30 seconds
- Format: WEBM or MP4
- Orientation: Landscape or portrait
- Size: < 100MB
Video structure:
Seconds 0-3: Hook
- Most impressive feature
- Immediate value clear
- Auto-plays without sound!
- Use text overlays
Seconds 3-15: Key Features
- Show 2-3 main features
- Quick transitions
- Clear UI demonstration
- Text explains each feature
Seconds 15-30: Call to Action
- Reinforcement of value
- Download encouragement
- Brand logo
Best practices:
✓ Show actual app interface
✓ Fast-paced (users have short attention)
✓ Text overlays (auto-play = no sound)
✓ Professional quality
✓ Mobile-first recording
✓ Clear value proposition
✗ Too slow
✗ Long intro animations
✗ Unclear what app does
✗ Poor quality recording
✗ Desktop/simulator footage
✗ Relies on sound
Tools:
- ScreenFlow (Mac)
- Camtasia
- Rotato (device mockups)
- App Promo Video servicesRatings & Reviews
Rating Impact
Rating statistics:
- 4.0+ rating: Acceptable
- 4.5+ rating: Competitive
- 4.7+ rating: Excellent
- < 3.5 rating: Major problem
Impact on downloads:
3.5 stars → 4.0 stars: +40% installs
4.0 stars → 4.5 stars: +30% installs
4.5 stars → 4.7 stars: +15% installs
Rating = ranking factor + conversion factor
Reviews impact ASO:
- Review text indexed for search (Android)
- Review frequency signals engagement
- Recent reviews weighted more
- Response rate affects rankingImproving Ratings
Strategy:
1. Timing:
Ask after positive experience:
✓ Completed tutorial
✓ Achieved goal
✓ Multiple sessions
✓ Used premium feature
✗ First launch
✗ After error/crash
✗ During critical task
✗ Too frequently
2. Implementation:
iOS:
import StoreKit
func requestReview() {
if let scene = UIApplication.shared.connectedScenes
.first(where: { $0.activationState == .foregroundActive })
as? UIWindowScene {
SKStoreReviewController.requestReview(in: scene)
}
}
// Call after positive action
userCompletedGoal()
requestReview()
Limits:
- 3 prompts per 365 days
- System controls frequency
- User can disable
Android:
val manager = ReviewManagerFactory.create(context)
val request = manager.requestReviewFlow()
request.addOnCompleteListener { task ->
if (task.isSuccessful) {
val reviewInfo = task.result
manager.launchReviewFlow(activity, reviewInfo)
}
}
3. Alternative: Deep Link
For power users:
- Direct App Store link
- Explain why their review helps
- Thank them for support
4. Incentives:
✗ DON'T offer rewards for ratings
✗ Violates store policies
✗ Can get app removed
✓ DO thank users who rate
✓ DO explain how it helps
✓ DO make it easy
5. Negative Feedback Filter:
Before showing rating prompt:
"Are you enjoying [App]?"
Yes → Show rating prompt
No → Ask for feedback
Direct to support
Chance to fix issueReview Management
Responding to reviews:
Response rate impacts ASO!
Target: 50%+ response rate
Positive reviews (4-5 stars):
Response template:
"Thank you for your kind words! We're thrilled
you're enjoying [specific feature mentioned].
If you have any suggestions, we'd love to hear
them at [email protected]. Happy [activity]!
- [Name], [App] Team"
Keep it:
- Personal
- Specific to their review
- Grateful
- Branded
Negative reviews (1-3 stars):
Response template:
"We're sorry you're experiencing [issue].
This isn't the experience we want for you.
Please email us at [email protected] with
your device details so we can help resolve
this quickly. We're here to help!
- [Name], [App] Team"
Key elements:
- Apologize
- Acknowledge specific issue
- Offer to help
- Provide contact method
- Professional tone
Review response tips:
✓ Respond within 48 hours
✓ Personalize (not copy-paste)
✓ Address specific issues
✓ Never argue or defend
✓ Take complex issues offline
✓ Update when issue fixed
✓ Thank for feedback
✗ Generic responses
✗ Defensive tone
✗ Ignoring criticism
✗ Slow responses
✗ Technical jargon
Track review themes:
- Common complaints
- Feature requests
- Competitor mentions
- Use as product feedbackConclusion
ASO is not a one-time task—it's an ongoing process of research, optimization, testing, and refinement. By mastering keyword research, visual optimization, and conversion rate improvement, you can dramatically increase organic downloads and reduce customer acquisition costs. Apps that invest in ASO consistently outperform those that don't by 3-5x in organic growth.
Great ASO drives users to your app, but great support keeps them there. Our support URL generator creates professional support pages optimized for app store requirements, helping you maintain high ratings and improve user satisfaction.