The first thing you should pay attention to before conducting an ASO is the app’s installation conversion (in AppStore — the conversion from showing to install, and in Google Play from view to install). It can be compared with the average in your category for different traffic sources (ads, searches, and others). This can be done using benchmarks, from Appfollow for example.

Yes: Fantastic! ASO needs to be worked on regularly, perhaps your performance can be improved further. We invite you to check our checklist, perhaps you will find something else you can work on.

No: If your conversion is less than the benchmarks, you should actively work on ASO. If your app is in high positions for key queries, but at the same time the app has low conversion or a small amount of traffic, we also recommend optimizing the app page. The checklist will help you not miss anything.

Yes: Properly filled text fields are the foundation of good ASO. In the App Store, a total of 160 characters are available in one localization:

• 30 in the title
• 30 in subtitle
• 100 in keywords

Google Play has a total of 110 characters available: 30 in the title and 80 in the short description.
No: Try to take up all the available space in these fields as much as possible, because they are involved in indexing and affect conversion.

Yes: Your app’s text fields should include words that describe what it’s about, which are the most common search terms for similar apps.

No: Users may not understand the meaning of the app if only the brand or name is indicated in the title. It is worth adding a few mid- or high-frequency keywords to the app title. The presence of keywords in the title helps with indexing and accordingly gets more organic installs from target users.

By the way, on the search page in the App Store, a user sees about 15 characters of the name (depending on the size of phones and tablets), so the most important information should fit into this.

Anything not fitting in the 15-character limit is replaced by an ellipsis.

Yes: Great, then your app will be easy to spot in searches.

No: Try experimenting with their designs. Consistent style icons and screenshots are especially important for the App Store, as they show up in search results there.

Yes: In this case, it is easy to notice and remember, and this has a positive effect on the app’s conversion to installs.

No: Users may not notice your app among others in the search results. Try experimenting with the design of the icon so that it easily stands out from the rest of the apps. To do this, you can conduct A/B tests.

Yes: Only 3 vertical screenshots or 1 horizontal screenshot are placed in the store search and on the app page at the same time. It is important that the user can easily understand the main functions of the app at a glance at the app’s page.

No: You only have a few seconds to explain to the users why they should download your app. It is worth editing your screenshots and paying attention to:

• The meaning of the text in the screenshots
• Text readability
• Visual highlighting of the features and benefits of the app

We also recommend that you pay attention to the orientation of your competitors’ screenshots: horizontal or vertical. If you notice that competitors more often have a different orientation of screenshots, it’s worth rendering both options and conducting an A/B test.

We have developed a completely free graphic design tool. Our aim is to assist independent teams in creating visually appealing assets. We encourage you to watch our video tutorial to gain a better understanding of how this tool can benefit you.

Here are some advantages of using ASOMagic:

- Versatility: ASO Magic enables you to create both simple graphics and intricate compositions using the advanced Slice tool. With this feature, you can seamlessly blend elements from one screenshot to another.

- Convenience: We have compiled a collection of successful color combinations and mockups for all Google Play and App Store devices, ranging from the latest iPhone 14 to iPad models. This ensures that you have everything you need at your fingertips.

- Visual representation: We have included a “search results” screen and an “app page” screen, allowing you to instantly preview how your graphics will appear in the store and how they will complement your app’s icon.

- Streamlined process: Forget about studying guidelines and searching for specific sizes. ASO Magic provides you with all the necessary screenshot sizes for publication, saving you time and effort.

Link to the free ASO Design Maker: https://www.figma.com/community/file/1352225459446582642/asomagic

Yes: In most cases, a video can better show the meaning and benefits of your app (especially games). But it is important to put meaning into the first seconds of the video, without stretching it for minutes. As with screenshots and descriptions, you only have a few seconds to engage and captivate the user.

No: We recommend adding a video and watching how the page view-to-install conversion changes. To do this, it is better to use A/B tests. Try several versions of the video in identical conditions to understand how it will affect the conversion.

In our experience, video can either improve or worsen conversions. Therefore, do not neglect testing. Experiment and find the best scenarios for your video.

Yes: Typically, users skim the text without reading the details. According to statistics, only 2% of users read the full description. As such, we recommend focusing on the first paragraph of the description. Rewrite the text so that the visible part of the description answers the question “Why should I install this particular app?”

No: It’s good when the user gets an answer to the question: “Why should I install this particular app?” before clicking on the “More”/”Details” button.

Localization

This is a required item if your app is available in other countries. Localization is also worth working on if your app has a large target audience that may be spread out across various countries.

Yes: Go to question 2.

No: At this stage, you do not need to work on the app’s localization. You can move on to the next checklist item (Rating).

The entire list of localizations on Google Play and the App Store.

Yes: Great!

No: Users from other countries may not understand what your app is about. It is worth translating metadata to other Country or Region. To do this, we recommend contacting specialist translators and native speakers. They will help you choose the right vocabulary so that the text in the metadata is as natural as possible.

Yes: Fantastic! Your app has a high rating.

No: It’s worth raising the rating. At the moment, you are losing a significant part of users at the stage of viewing the app in the store. According to statistics, a score of 3 stars reduces installations by 50%, and 2 stars means a loss of 85% of users.

Yes: Negative reviews affect CTR. 79% of users check app reviews and ratings. Analyze what users are saying about your product. Fix obvious bugs and let users know about it. Pay attention to which reviews are in the selection of the most useful.

No: Great! You can move on to the next question.

Yes: This has a positive effect on ASO. The response to a review is important not only for a specific user but also for new visitors to your page. The audience wants to see activity from the developer, and their commitment to their product. Your answers show that the app has not been “abandoned,” its quality is constantly being improved, and should problems arise, they are quickly resolved.

No: We recommend that you develop a strategy for communicating with users. This will help increase the app’s page view-to-install conversion.

Done! Just 13 questions, and you’ve done a basic ASO audit of your app.