# App Store Optimization Basics — Keywords, Screenshots & Ratings

The fundamentals of ASO for developers who'd rather build than market — but need downloads.

## Keyword Research

Finding low-competition, high-intent keywords for your category.

- **Seed keywords**: Start with what your users actually type (not what you think they search)
- **Competitor mining**: Analyze top 10 apps in your category for keyword gaps
- **Long-tail strategy**: "Budget tracker for freelancers" > "finance app"
- **Search volume vs difficulty**: Target keywords with traffic score 20–50 and difficulty <40
- **Iteration cadence**: Refresh keywords every 4–6 weeks based on ranking data

## Screenshot Optimization

Design principles that increase conversion rate 2–3x.

- **First two screenshots**: These show in search results — they must communicate core value instantly
- **Captions over chrome**: Bold text overlay explaining the benefit > raw UI screenshots
- **Social proof**: Include ratings, download counts, or press quotes in screenshot frames
- **A/B test priority**: Screenshots impact conversion more than any other listing element
- **Localization**: Translated screenshots perform 25–40% better in non-English markets

## Rating Strategy

How to ask for reviews without annoying users.

- **Timing triggers**: Ask after a positive moment (completed task, streak milestone, feature discovery)
- **Frequency cap**: Max once per 60 days, never on first session
- **Smart routing**: Happy users → App Store review prompt; unhappy users → feedback form
- **Response protocol**: Reply to every 1–2 star review within 48 hours with a fix or follow-up
- **Target**: Maintain 4.5+ average; respond to shift algorithm perception

## Localization Basics

Which markets to target first and how to test.

- **Priority markets**: English → Japanese → Korean → German → Portuguese (by revenue potential)
- **Metadata first**: Translate title, subtitle, keywords before investing in UI localization
- **Cultural adaptation**: Not just translation — adapt screenshots, descriptions, and feature emphasis
- **Testing approach**: Launch localized listing, monitor CVR for 4 weeks before full UI localization

## A/B Testing

What to test, how long to run, and interpreting results.

- **Test priority order**: Icon → screenshots → title → description → feature graphic
- **Sample size**: Minimum 1,000 page views per variant for statistical significance
- **Duration**: 7–14 days minimum to account for day-of-week effects
- **One variable**: Change only one element per test to isolate impact
- **Winner criteria**: >5% improvement with 95% confidence before declaring a winner

## Related Gingiris Skills
- Full version: https://clawhub.ai/skill/gingiris-aso-growth
- All skills: https://clawhub.ai/user/gingiris
- Follow: [@WeiYipei on X](https://x.com/WeiYipei)