ASO

Optimize app store listings with keyword research, A/B testing, and conversion tactics for iOS and Android.

Iván@ivangdavila

Install

openclaw skills install @ivangdavila/aso

App Store Optimization Rules

Keyword Research

Competitor analysis: what keywords do top apps rank for?
Search volume vs difficulty: long-tail converts better than head terms
Seasonal keywords: plan metadata updates around trends
Localize keyword research per market — direct translation misses local search patterns
Track ranking changes weekly — ASO is continuous optimization

iOS Metadata

Title (30 chars): primary keyword + brand, front-load keywords
Subtitle (30 chars): secondary keywords, benefit statement
Keyword field (100 chars): no spaces after commas, no duplicates from title/subtitle
Apple indexes title, subtitle, keyword field, and IAP names
Promotional text doesn't affect ranking — use for timely updates

Android Metadata

Title (30 chars): same rules as iOS
Short description (80 chars): high keyword density, hooks user
Long description (4000 chars): keywords in first and last paragraphs, 2-3% density
Google indexes all text including reviews
Developer name and URL affect rankings

Visual Optimization

First two screenshots = 80% of impression impact — make them count
Show outcomes and benefits, not UI — "Lost 20lbs" not "Calorie tracker"
Text overlays: large font, readable on small screens, localized
Video preview: 15-30 seconds, hook in first 3s, works without sound
Icon: simple, recognizable at 16px, stands out from competitors

A/B Testing

iOS Custom Product Pages: test up to 35 variants per page
Google Store Listing Experiments: screenshots, descriptions, icons
Test one element at a time — multiple changes hide winners
Run tests to statistical significance — 7 days minimum
Winner replaces default, start next test

Conversion Optimization

Ratings 4.0+ is table stakes — below kills conversion rate
Review count signals credibility — more installs = more reviews flywheel
"Editors' Choice" and featuring dramatically boost conversion
Size under 100MB avoids WiFi-only download friction
Recent updates signal active development

Review Management

Respond to all negative reviews within 24 hours
Ask clarifying questions — often converts 1-star to 4-star after fix
Update response after shipping fixes — reviewers can update rating
Never argue, always empathize and offer solution
Report fake reviews through official channels

Localization

Top 10 languages cover 80% of global downloads
Cultural adaptation > literal translation — local idioms, examples
Localize screenshots and video — text overlays must match language
Local keyword research per language — search behavior differs
Local pricing strategies — purchasing power varies

Seasonal and Event Strategy

Update metadata for holidays, events, seasons
iOS LiveOps and In-App Events boost visibility
Time updates to avoid review delays — submit 3+ days early
Coordinate with marketing campaigns — consistent messaging

Tracking and Analytics

Impression to install conversion rate by source
Keyword rankings daily — catch drops early
Competitor tracking — their wins are your opportunities
Attribution: which keywords drive paying users, not just installs
Organic vs paid split — healthy apps have majority organic