App store optimisation improves an app's visibility and install rate within the App Store and Play Store. It covers keyword research and placement in the title and description, screenshot and video creative, ratings and review management, and testing listing variants to raise the proportion of viewers who install.
Two thirds of the work is the first screenshot
Store visitors decide in seconds, mostly from the icon, the first two screenshots and the rating. Long descriptions are rarely read. So creative testing on those elements usually moves installs more than keyword work, though both matter.
Ratings are the other lever, and they are earned by prompting for review at the right moment — after a user completes something successfully, not on second launch. Prompting badly generates one-star reviews that suppress the listing for months.
Stack decisions follow the problem. This is where we usually start, not a fixed menu.
Frequently asked
Questions we get about this
How much can ASO improve installs?
Highly variable — apps with weak listings can improve substantially, well-optimised ones gain incrementally. We report measured change against a baseline rather than quoting a benchmark uplift that may not apply to your category.
Do the two stores need different work?
Yes. Apple indexes a dedicated keyword field and the title; Google indexes the full description differently and weighs engagement signals more heavily. The same listing copied across both underperforms on at least one.
Talk it through before you commit
A discovery call is a working session on your constraint, not a sales pitch.
