App Store Optimization (ASO)

App store optimization, or ASO for short, is the science of improving the performance of an app store listing.

What is App Store Optimization?

App store optimization, or ASO for short, is the science of improving the performance of an app store listing. 

The three major aspects of ASO:

  • Conversion rate optimization
  • Keyword optimization / improving discoverability
  • Measurement

What is App Store Conversion Rate Optimization?

The science of optimizing the different creative components of an app store page in order to improve the messaging and increase on-page conversion rates. This process usually involves user research, competitor research, and a/b testing. 

What is App Store Keyword Optimization?

App Store Keyword Optimization is the process of optimizing the keywords an app store listing is ranked for. This is done by updating keywords in the app’s metadata and in all the indexed text elements on an app store page, such as the app title or description.

What is App Store Optimization Measurement?

The science of measuring changes in ASO (either creative updates or keyword updates) to quantify the impact on paid and organic install growth. Measuring the impact of ASO changes and updates is key in identifying the most impactful areas for an app’s growth.

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Why App Store Optimization is Important

App Store Optimization is important due to the competitive app landscape: as of 2020, there are over 2.6 million Android apps and 2.2 million iOS apps.

With such a competitive app market, it’s not only about having the best app (although that is a key factor). App marketing teams need to know their target market very well to stand out in this ever-growing market. Mobile marketing teams who know what drives their audience to install an app will have the insight needed to create better conversions, and targeting the right keywords will inevitably drive higher conversion rates. 

The App Store domino effect: as your app gets a higher conversion rate, you will gain new users for a lower cost while climbing up the charts and on the app store search results.

App Store Optimization Services

While knowing your target market is the foundation to success in ASO, there are many other factors that come into play while optimizing your app, like a/b testing the app icon, screenshots, video, title, and description. Professional App Store Optimization Services help app developers get their app in front of their target audience by improving app discoverability, increasing the app Conversion rate, and measuring the impact of changes made. 

In a level playing field, ASO is the secret weapon.

Related Terms

  • App Store Preview Videos
    The App Store promo video is a short video that appears on both the App Store product page and within search results.
  • App Store Creatives
    App store creatives are all the visual elements that appear on an App Store or Google Play product page.
  • App Store Title
    The app store title is the name of a mobile app or game as it appears throughout the app stores on all different placements.