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
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:
- iOS: Product Page Optimization
- Android: Store Listing Experiments
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