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App Store Optimization

A Step-by-Step Guide to App Store Optimization

Part 2 of 7: Everything You Need to Know About App Store Optimization (ASO)

Now that you’ve learned what App Store Optimization (ASO) is in Part 1, let's put it in action!

We've prepared a step-by-step guide to app store optimization (ASO) that walks you through everything you need to optimize your app for best results.

This is perfect for a solo developer, a startup, or anyone working with a mobile app marketing agency to increase app visibility and conversion.

Step-by-Step Guide to Optimize Your App Store Listing

Step 1: Market & Audience Research

Before you optimize your app store listing, you should know your user.

You can start by researching the following:

  • Who your users are (their demographics, behaviors, etc.)
  • What user problems your app can solve
  • Which keywords they use to find similar apps

Use tools like Google Trends, AppTweak, and Sensor Tower to understand what’s trending.

Step 2: Keyword Research

Keywords are very critical to your ASO. Start by brainstorming 20–30 words or phrases that describe your app. Then:

  • Use auto-complete suggestions in both app stores
  • Analyze competitors' keywords
  • Use keyword tools to find terms with low difficulty but decent search volume

Recommended tools: Mobile Action, App Radar

Tip: Target a mix of high-volume, long-tail, and branded keywords. Prioritize relevance over sheer traffic.

Step 3: Metadata Optimization

iOS:

  • App Title (30 characters): Include brand + primary keyword.
  • Subtitle (30 characters): Secondary keyword phrase.
  • Keyword Field (100 characters): Comma-separated; no spaces, no duplication. Based on Apple Metadata Guidelines.

Android:

  • Title (50 characters): Include top keyword.
  • Short Description (80 characters): Hook users.
  • Long Description (up to 4,000 characters): Place top keywords in first and last 250 characters. Use bullet points. Based on Google Play Metadata Guide.

Step 4: Optimize Visual Assets

Your visuals drive conversion.

  • App Icon: Clean, memorable, and scalable
  • Screenshots: Feature top benefits first; add captions in multiple languages
  • App Preview Video: 15–30 seconds, show real UX/UI, include localized callouts

Tools for visuals: Figma, Lumen5, AppScreens

This is an example of screenshots created by Strataigize Marketing, an app marketing agency

Step 5: Collect and Leverage Reviews

Reviews influence both store algorithms and user trust. Encourage feedback by:

  • Prompting users after a positive experience
  • Offering in-app support to reduce negative reviews
  • Responding to all reviews, showing users you care

Use AppFollow or Appbot to manage reviews at scale.

Step 6: Localization for Global Reach

Localization increases your app’s reach and downloads. Translate:

  • Titles, descriptions, keywords
  • Screenshots and in-app visuals

Start with key markets like the U.S., Canada (English + French), Germany, and Brazil.

Step 7: A/B Test Everything

Run tests to find what performs best.

Tools:

Test:

  • Icons
  • Screenshots
  • Descriptions
  • Call-to-action phrasing

Step 8: Track, Iterate, Improve

What gets measured gets improved. Monitor:

  • Keyword ranking
  • Conversion rate
  • Installs per channel
  • Retention

Use App Annie, SplitMetrics, and your native dashboards.

Canadian Insights: Vancouver and Beyond

In Vancouver, many startups pair ASO with paid media for launch velocity. Strataigize Marketing, a local app marketing agency, recommends updating visuals seasonally and rotating keywords monthly to maintain momentum.

For example, a health tracking app saw a 40% increase in conversions after testing icon colors and localizing screenshots into French for Quebec users.

Final Tips

  • Update metadata every 4–6 weeks
  • Use holiday-themed creatives for seasonality
  • Focus on retention as much as acquisition

Coming up next: Part 3 will guide you through the best ASO tools and platforms.

FAQs: ASO Strategy Execution

  • How often should I update my app store listing? Ideally every 4–6 weeks, or when adding new features or targeting new regions.
  • What’s the difference between localization and translation? Translation is language-based; localization also includes cultural relevance, such as color preferences or metric systems.
  • Can I test more than one variation at a time? Google Play allows multiple simultaneous A/B tests; Apple limits tests to one element per group.
  • Which visuals matter most? The first three screenshots and your app icon have the most impact on conversion.
  • Do ASO improvements help paid campaigns? Yes. Better conversion improves your ad ROI and Apple Search Ads Quality Score.

Multi-Part Series Summary:

Part 1: What is App Store Optimization

Stay tuned for Part 3: The Best ASO Tools & Platforms to Scale Your App’s Growth

Optimize Your App Store Listing
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