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Section 7 · App Store Optimization
ASO: Win The Store Search
App Store and Play Store are search engines too. Title, keywords, screenshots, and reviews drive 60%+ of installs.
Users
Retention
Why it works
Most mobile installs come from store browsing and search — not paid ads. ASO is free traffic.
Connects to
Users
Retention
When to use it
Every iOS, Android, or cross-platform app.
When NOT to use it
Don't keyword-stuff titles — Apple/Google penalize and users distrust.
How to use it
- Title: brand + 1-2 keywords (e.g., 'Calm: Sleep, Meditate, Relax').
- Subtitle (iOS): a second keyword-rich line.
- Keywords field (iOS): comma-separated, no spaces, no duplicates.
- Screenshots: caption each with a benefit, not a feature label.
- Icon: distinctive at 1x and 3x sizes; A/B test if possible.
- Reviews & ratings: prompt at the moment of success, never on launch.
- Retention signals: Apple/Google ranks apps that keep users — drive day-7 retention.
Examples
Mobile classic
Headspace screenshots focus on outcomes (calmer, sleep better), not UI tours.
Game
Top games rotate icons seasonally to refresh CTR.