Quick verdict
Optimize four things in order: title + subtitle keywords, the first three screenshots, your first 25 reviews, and store-page conversion rate. Test one variable at a time. Do not overthink before launch — iterate monthly once you have install data.
What ASO actually drives
ASO affects two install paths:
- Search-driven installs: users search a keyword in the store and pick from results. This is where keyword strategy matters.
- Browse-driven installs: users land on your product page from a category page, featured slot, or related-app recommendation. Here your screenshots and reviews matter far more than your keywords.
iOS vs Google Play: the differences that matter
| Field | App Store (iOS) | Google Play |
|---|---|---|
| Title | 30 chars | 30 chars |
| Subtitle / Short desc | 30 chars (keyword-heavy) | 80 chars (keyword + hook) |
| Keyword field | 100 chars (invisible) | Not available |
| Long description | Ranks only weakly | Ranks heavily for keywords |
| Screenshots | 3 visible above fold | 3 visible; feature graphic matters too |
| Review weight | High (recent > old) | High (recent > old) |
Keyword strategy (without enterprise tools)
You do not need paid software at MVP stage. Build a keyword list like this:
- List 20 terms a user would type to find your app.
- Narrow to 10 with a clear search intent match.
- For iOS, separate each with a comma in the keyword field — no spaces. Never repeat words that already appear in title or subtitle; they double-count against your 100 chars.
- For Play, weave 5–8 of them into a natural-sounding long description (4–6% density is safe).
- Use single words where possible; the store recombines them automatically.
Screenshots that actually convert
The first three screenshots do 80% of the work. Rules:
- Screenshot 1: benefit, not feature.Big headline text over a stylized screen. “Build apps in minutes” beats “Home screen.”
- Screenshot 2: social proof.A testimonial, review quote, or “Featured in” badge. Trust beats features.
- Screenshot 3: the key feature. One screen, one benefit.
- Use screenshot-to-app for the reverse workflow: iterate a polished mockup, then feed it into AI to match the production app.
- Always include a portrait video if you have one. Video listings convert 25%+ better.
Reviews are the shortest path to more installs
Your first 25 reviews set your long-term conversion rate. Treat the review-request flow as a product feature:
- Ask for reviews after a positive moment — a completed workout, a streak milestone, a successful export.
- Use
expo-store-review— iOS caps the native prompt to 3x/year. - Reply to every negative review. Public replies influence undecided visitors far more than private support.
- Never ask your friends to leave 5-stars. Apple detects coordinated reviews and can remove them.
Localization: the underrated lever
Translating your store listing (not necessarily the whole app) into 5 extra languages typically lifts international installs 30–60%. Spanish, Portuguese, German, French, and Japanese are the top five for most apps. Translate title, subtitle, keywords, and the first three screenshots. You can start with AI translation and refine with a freelance native speaker for under $50 per language.
The iteration cadence that works
- Weekly: reply to new reviews within 48 hours.
- Monthly: A/B test one screenshot or the subtitle. App Store Connect now supports native product page optimization tests.
- Quarterly: refresh the keyword field with new terms based on what competitors have moved on.
- Rarely: change the app title. Title changes temporarily reset your search ranking signals.
Common mistakes to avoid
- Stuffing keywords into the title. Reads badly, hurts conversion, flags for review.
- Boring first screenshot. Browsers don’t swipe past a weak opener.
- Ignoring localization because “we’re English-only.” Stores serve your listing globally regardless.
- Changing everything at once — you’ll never know what worked.
- Obsessing over ASO before launch. Ship, measure, then iterate.