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App Store Optimization (ASO)

Marketing app-store-optimization Source

Install: claude /plugin install marketing-skills

Keyword Research Workflow

Discover and evaluate keywords that drive app store visibility.

Workflow: Conduct Keyword Research

  1. Define target audience and core app functions:
  2. Primary use case (what problem does the app solve)
  3. Target user demographics
  4. Competitive category
  5. Generate seed keywords from:
  6. App features and benefits
  7. User language (not developer terminology)
  8. App store autocomplete suggestions
  9. Expand keyword list using:
  10. Modifiers (free, best, simple)
  11. Actions (create, track, organize)
  12. Audiences (for students, for teams, for business)
  13. Evaluate each keyword:
  14. Search volume (estimated monthly searches)
  15. Competition (number and quality of ranking apps)
  16. Relevance (alignment with app function)
  17. Score and prioritize keywords:
  18. Primary: Title and keyword field (iOS)
  19. Secondary: Subtitle and short description
  20. Tertiary: Full description only
  21. Map keywords to metadata locations
  22. Document keyword strategy for tracking
  23. Validation: Keywords scored; placement mapped; no competitor brand names included; no plurals in iOS keyword field

Keyword Evaluation Criteria

Factor Weight High Score Indicators
Relevance 35% Describes core app function
Volume 25% 10,000+ monthly searches
Competition 25% Top 10 apps have <4.5 avg rating
Conversion 15% Transactional intent ("best X app")

Keyword Placement Priority

Location Search Weight
App Title Highest
Subtitle (iOS) High
Keyword Field (iOS) High
Short Description (Android) High
Full Description Medium

See: references/keyword-research-guide.md

Metadata Optimization Workflow

Optimize app store listing elements for search ranking and conversion.

Workflow: Optimize App Metadata

  1. Audit current metadata against platform limits:
  2. Title character count and keyword presence
  3. Subtitle/short description usage
  4. Keyword field efficiency (iOS)
  5. Description keyword density
  6. Optimize title following formula: 
    [Brand Name] - [Primary Keyword] [Secondary Keyword]
  7. Write subtitle (iOS) or short description (Android):
  8. Focus on primary benefit
  9. Include secondary keyword
  10. Use action verbs
  11. Optimize keyword field (iOS only):
  12. Remove duplicates from title
  13. Remove plurals (Apple indexes both forms)
  14. No spaces after commas
  15. Prioritize by score
  16. Rewrite full description:
  17. Hook paragraph with value proposition
  18. Feature bullets with keywords
  19. Social proof section
  20. Call to action
  21. Validate character counts for each field
  22. Calculate keyword density (target 2-3% primary)
  23. Validation: All fields within character limits; primary keyword in title; no keyword stuffing (>5%); natural language preserved

Platform Character Limits

Field Apple App Store Google Play Store
Title 30 characters 50 characters
Subtitle 30 characters N/A
Short Description N/A 80 characters
Keywords 100 characters N/A
Promotional Text 170 characters N/A
Full Description 4,000 characters 4,000 characters
What's New 4,000 characters 500 characters

Description Structure

PARAGRAPH 1: Hook (50-100 words)
├── Address user pain point
├── State main value proposition
└── Include primary keyword

PARAGRAPH 2-3: Features (100-150 words)
├── Top 5 features with benefits
├── Bullet points for scanability
└── Secondary keywords naturally integrated

PARAGRAPH 4: Social Proof (50-75 words)
├── Download count or rating
├── Press mentions or awards
└── Summary of user testimonials

PARAGRAPH 5: Call to Action (25-50 words)
├── Clear next step
└── Reassurance (free trial, no signup)

See: references/platform-requirements.md

Competitor Analysis Workflow

Analyze top competitors to identify keyword gaps and positioning opportunities.

Workflow: Analyze Competitor ASO Strategy

  1. Identify top 10 competitors:
  2. Direct competitors (same core function)
  3. Indirect competitors (overlapping audience)
  4. Category leaders (top downloads)
  5. Extract competitor keywords from:
  6. App titles and subtitles
  7. First 100 words of descriptions
  8. Visible metadata patterns
  9. Build competitor keyword matrix:
  10. Map which keywords each competitor targets
  11. Calculate coverage percentage per keyword
  12. Identify keyword gaps:
  13. Keywords with <40% competitor coverage
  14. High volume terms competitors miss
  15. Long-tail opportunities
  16. Analyze competitor visual assets:
  17. Icon design patterns
  18. Screenshot messaging and style
  19. Video presence and quality
  20. Compare ratings and review patterns:
  21. Average rating by competitor
  22. Common praise themes
  23. Common complaint themes
  24. Document positioning opportunities
  25. Validation: 10+ competitors analyzed; keyword matrix complete; gaps identified with volume estimates; visual audit documented

Competitor Analysis Matrix

Analysis Area Data Points
Keywords Title keywords, description frequency
Metadata Character utilization, keyword density
Visuals Icon style, screenshot count/style
Ratings Average rating, total count, velocity
Reviews Top praise, top complaints

Gap Analysis Template

Opportunity Type Example Action
Keyword gap "habit tracker" (40% coverage) Add to keyword field
Feature gap Competitor lacks widget Highlight in screenshots
Visual gap No videos in top 5 Create app preview
Messaging gap None mention "free" Test free positioning

App Launch Workflow

Execute a structured launch for maximum initial visibility.

Workflow: Launch App to Stores

  1. Complete pre-launch preparation (4 weeks before):
  2. Finalize keywords and metadata
  3. Prepare all visual assets
  4. Set up analytics (Firebase, Mixpanel)
  5. Build press kit and media list
  6. Submit for review (2 weeks before):
  7. Complete all store requirements
  8. Verify compliance with guidelines
  9. Prepare launch communications
  10. Configure post-launch systems:
  11. Set up review monitoring
  12. Prepare response templates
  13. Configure rating prompt timing
  14. Execute launch day:
  15. Verify app is live in both stores
  16. Announce across all channels
  17. Begin review response cycle
  18. Monitor initial performance (days 1-7):
  19. Track download velocity hourly
  20. Monitor reviews and respond within 24 hours
  21. Document any issues for quick fixes
  22. Conduct 7-day retrospective:
  23. Compare performance to projections
  24. Identify quick optimization wins
  25. Plan first metadata update
  26. Schedule first update (2 weeks post-launch)
  27. Validation: App live in stores; analytics tracking; review responses within 24h; download velocity documented; first update scheduled

Pre-Launch Checklist

Category Items
Metadata Title, subtitle, description, keywords
Visual Assets Icon, screenshots (all sizes), video
Compliance Age rating, privacy policy, content rights
Technical App binary, signing certificates
Analytics SDK integration, event tracking
Marketing Press kit, social content, email ready

Launch Timing Considerations

Factor Recommendation
Day of week Tuesday-Wednesday (avoid weekends)
Time of day Morning in target market timezone
Seasonal Align with relevant category seasons
Competition Avoid major competitor launch dates

See: references/aso-best-practices.md

A/B Testing Workflow

Test metadata and visual elements to improve conversion rates.

Workflow: Run A/B Test

  1. Select test element (prioritize by impact):
  2. Icon (highest impact)
  3. Screenshot 1 (high impact)
  4. Title (high impact)
  5. Short description (medium impact)
  6. Form hypothesis: 
    If we [change], then [metric] will [improve/increase] by [amount]
because [rationale].
  7. Create variants:
  8. Control: Current version
  9. Treatment: Single variable change
  10. Calculate required sample size:
  11. Baseline conversion rate
  12. Minimum detectable effect (usually 5%)
  13. Statistical significance (95%)
  14. Launch test:
  15. Apple: Use Product Page Optimization
  16. Android: Use Store Listing Experiments
  17. Run test for minimum duration:
  18. At least 7 days
  19. Until statistical significance reached
  20. Analyze results:
  21. Compare conversion rates
  22. Check statistical significance
  23. Document learnings
  24. Validation: Single variable tested; sample size sufficient; significance reached (95%); results documented; winner implemented

A/B Test Prioritization

Element Conversion Impact Test Complexity
App Icon 10-25% lift possible Medium (design needed)
Screenshot 1 15-35% lift possible Medium
Title 5-15% lift possible Low
Short Description 5-10% lift possible Low
Video 10-20% lift possible High

Sample Size Quick Reference

Baseline CVR Impressions Needed (per variant)
1% 31,000
2% 15,500
5% 6,200
10% 3,100

Test Documentation Template

TEST ID: ASO-2025-001
ELEMENT: App Icon
HYPOTHESIS: A bolder color icon will increase conversion by 10%
START DATE: [Date]
END DATE: [Date]

RESULTS:
├── Control CVR: 4.2%
├── Treatment CVR: 4.8%
├── Lift: +14.3%
├── Significance: 97%
└── Decision: Implement treatment

LEARNINGS:
- Bold colors outperform muted tones in this category
- Apply to screenshot backgrounds for next test

Before/After Examples

Title Optimization

Productivity App:

Version Title Analysis
Before "MyTasks" No keywords, brand only (8 chars)
After "MyTasks - Todo List & Planner" Primary + secondary keywords (29 chars)

Fitness App:

Version Title Analysis
Before "FitTrack Pro" Generic modifier (12 chars)
After "FitTrack: Workout Log & Gym" Category keywords (27 chars)

Subtitle Optimization (iOS)

Version Subtitle Analysis
Before "Get Things Done" Vague, no keywords
After "Daily Task Manager & Planner" Two keywords, benefit clear

Keyword Field Optimization (iOS)

Before (Inefficient - 89 chars, 8 keywords): 

task manager, todo list, productivity app, daily planner, reminder app

After (Optimized - 97 chars, 14 keywords): 

task,todo,checklist,reminder,organize,daily,planner,schedule,deadline,goals,habit,widget,sync,team

Improvements: - Removed spaces after commas (+8 chars) - Removed duplicates (task manager → task) - Removed plurals (reminders → reminder) - Removed words in title - Added more relevant keywords

Description Opening

Before: 

MyTasks is a comprehensive task management solution designed
to help busy professionals organize their daily activities
and boost productivity.

After: 

Forget missed deadlines. MyTasks keeps every task, reminder,
and project in one place—so you focus on doing, not remembering.
Trusted by 500,000+ professionals.

Improvements: - Leads with user pain point - Specific benefit (not generic "boost productivity") - Social proof included - Keywords natural, not stuffed

Screenshot Caption Evolution

Version Caption Issue
Before "Task List Feature" Feature-focused, passive
Better "Create Task Lists" Action verb, but still feature
Best "Never Miss a Deadline" Benefit-focused, emotional

Tools and References

Scripts

Script Purpose Usage
keyword_analyzer.py Analyze keywords for volume and competition python keyword_analyzer.py --keywords "todo,task,planner"
metadata_optimizer.py Validate metadata character limits and density python metadata_optimizer.py --platform ios --title "App Title"
competitor_analyzer.py Extract and compare competitor keywords python competitor_analyzer.py --competitors "App1,App2,App3"
aso_scorer.py Calculate overall ASO health score python aso_scorer.py --app-id com.example.app
ab_test_planner.py Plan tests and calculate sample sizes python ab_test_planner.py --cvr 0.05 --lift 0.10
review_analyzer.py Analyze review sentiment and themes python review_analyzer.py --app-id com.example.app
launch_checklist.py Generate platform-specific launch checklists python launch_checklist.py --platform ios
localization_helper.py Manage multi-language metadata python localization_helper.py --locales "en,es,de,ja"

References

Document Content
platform-requirements.md iOS and Android metadata specs, visual asset requirements
aso-best-practices.md Optimization strategies, rating management, launch tactics
keyword-research-guide.md Research methodology, evaluation framework, tracking

Assets

Template Purpose
aso-audit-template.md Structured audit checklist for app store listings

Platform Notes

Platform / Constraint Behavior / Impact
iOS keyword changes Require app submission
iOS promotional text Editable without an app update
Android metadata changes Index in 1-2 hours
Android keyword field None — use description instead
Keyword volume data Estimates only; no official source
Competitor data Public listings only

When not to use this skill: web apps (use web SEO), enterprise/internal apps, TestFlight-only betas, or paid advertising strategy.

Skill Integration Point
content-creator App description copywriting
marketing-demand-acquisition Launch promotion campaigns
marketing-strategy-pmm Go-to-market planning

Proactive Triggers

  • No keyword optimization in title → App title is the #1 ranking factor. Include top keyword.
  • Screenshots don't show value → Screenshots should tell a story, not show UI.
  • No ratings strategy → Below 4.0 stars kills conversion. Implement in-app rating prompts.
  • Description keyword-stuffed → Natural language with keywords beats keyword stuffing.

Output Artifacts

When you ask for... You get...
"ASO audit" Full app store listing audit with prioritized fixes
"Keyword research" Keyword list with search volume and difficulty scores
"Optimize my listing" Rewritten title, subtitle, description, keyword field

Communication

All output passes quality verification: - Self-verify: source attribution, assumption audit, confidence scoring - Output format: Bottom Line → What (with confidence) → Why → How to Act - Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.