How to Optimise Your App Store Listing (iOS 12)

There's a lot you can do to improve your app store listings visibility and conversion rate. Use this ASO checklist to optimise each element of your app store listing to increase your app’s visibility and downloads.

Google Play  Store Optimisation is different for Android apps. Are you looking to optimise your Android app in the Google Play Store? Check out our Google Play Store Optimisation Guide.


Choose a Unique App Name

1.

Choose an app name that is memorable and consistent with your brand.

2.

Avoid app names that are too generic or are widely used by the competition.

3.

Use the available space to include your most important keywords.

4.

Translate and localise your app name for each targeted language.

Write a Compelling App Subtitle

1.

Use this field to highlight your app's features and purpose.

2.

Include strong keywords in the subtitle to increase visibility.

Optimise the Keyword Field

1.

The keyword field helps determine when to display your app in the search results and is invisible to users.

2.

When choosing keywords, think about the specific search terms people might use when browsing the app store.

3.

Look for keywords that have a high search volume, but low competition.

4.

Use singular words, in most cases you'll also rank for the plural word.

5.

Use single keywords rather than combinations. The iOS algorithm will combine the terms automatically to form long tail keywords.

6.

Don’t repeat keywords from your app name, subtitle, or publisher name. Repeating the keywords won’t give them extra weight.

Write a Comprehensive App Description

1.

Use the description to highlight your app’s features, functionality and benefits.

2.

Make the first lines count as they are the ones that appear before the "more" button.

3.

Include mentions, awards and good reviews.

4.

Localise your copy for each targeted language.

Make Use of the Promotional Text

1.

The promotional text is currently not a ranking factor, this means that the keywords used in the promotional text will not rank your app in the search results.

2.

However it provides a unique opportunity to get people excited about your app by highlighting promotions, upcoming features and other time-sensitive content.

Optimise Your Seller Name

1.

The seller name appears on your app page underneath the app title.

2.

It only shows for a few seconds and is then replaced with the app subtitle.

3.

This means that the seller name has a small impact on conversion rate optimisation.

4.

But it has been found that the keywords in the seller name do rank.

Design an Eye-Catching App Icon

1.

The app icon is a very important element as it is one of your app's first impressions.

2.

Choose a visual that, together with your app name, describes what your app is about.

3.

Opt for a clean and simple design that differentiates you from your competitors.

4.

Use a high-res image and optimise the size for each device.

5.

Make sure to use a single focus point to capture attention.

6.

Use a border, shadows and gradients for contrast.

Design Engaging Screenshots

1.

The screenshots are one of the most important elements impacting your app install rate on the app store.

2.

Screenshots appear in the app store search results and are one of the first elements users see.

3.

Use the screenshots to help visually communicate your app's user experience.

4.

Create a panoramic experience by connecting your first three screenshots.

5.

Try to use all 10 screenshot slots.

6.

Include screenshots for each device.

Create an App Preview Video

1.

You can add up to 3 app previews or videos to your iOS app.

2.

Keep the videos simple and focus on one one feature per video.

3.

They aim to increase user experience in the app store and auto-play directly in the app store search results, on mute.

4.

If you design portrait videos, the first preview video will appear in the search results, together with your first two screenshots.

Optimise In-App Purchases

1.

You can promote up to 20 IAPs on your app listing, and each IAP can be optimised with its own unique name, description and icon.

2.

Before IAPs would only show in the search results for exact matches, recent findings show that for iOS 12 IAPs also match for close variants.

Manage App Reviews & Ratings

1.

Having a lot of positive reviews will also help your app stand out from other apps and encourage downloads.

2.

Ask family and friends to rate your app after you have launched to quickly build a strong pool of reviews.

3.

Use a pop-up notification userflow to ask your users if they like your app or not.

4.

Reply to all negative reviews to show prospective users you are trustworthy.