Glossary · Paid mediaTOFU
ASO (App Store Optimisation)
The short answer
ASO (App Store Optimisation) is the process of improving an app's store listing so it ranks higher in store search and converts more visitors into installs. It's to app stores what SEO is to search engines.
Two halves
- Discoverability — app name, subtitle, keywords and description help the store match searches
- Conversion — icon, screenshots, video, ratings and reviews persuade visitors to install
Why it matters for paid campaigns
Paid users land on the same store page. A better listing converts more of every paid click, lowering your effective cost per install.
In practice
The quickest ASO wins usually come from screenshots. Many Indian apps lead with a login screen or a UI tour; replacing the first two screenshots with a clear value statement ("Invest from ₹100", "Delivery in 10 minutes") and a real outcome often lifts store conversion noticeably. Localised listings in Hindi and other regional languages help in tier-2 and tier-3 markets.
ASO metrics
| Metric | What it shows |
|---|---|
| Keyword rankings | Search visibility |
| Store listing conversion rate | Effectiveness of icon, screenshots and description |
| Organic installs | Overall ASO impact |
| Ratings and reviews | Trust and ranking signals |
ASO in practice
An app updates its title and keywords to match how users search, redesigns screenshots to show the main benefit first and improves ratings with a well-timed review prompt. Store search visibility and conversion from store visits both improve.
ASO levers
- Title, subtitle and keywords
- Icon and screenshots
- Preview video
- Ratings and reviews
- Localisation for each market
ASO in India
Most Indian smartphone users are on Android, so Google Play optimisation usually matters most, with localised listings in Hindi and regional languages helping reach beyond English-speaking users.
Common ASO mistakes
- Keyword stuffing titles
- Screenshots that don't show the main benefit
- Ignoring reviews and ratings
Frequently asked questions
Is ASO different for iOS and Android?
Yes — Google Play indexes the long description; the App Store relies on title, subtitle and a hidden keyword field.
How long does ASO take to work?
Conversion improvements from new screenshots or icons show within days of release. Keyword ranking changes usually take a few weeks as the stores re-index the listing.
What's the most important ASO element?
Visibility comes from title and keywords; conversion comes from screenshots and ratings. Both matter.
Does localisation help ASO in India?
Yes, for apps targeting non-English-speaking users — localised listings can improve discovery and conversion.
Does ASO affect paid app campaigns?
Yes — a better store page raises conversion from paid traffic too.
How often should ASO be updated?
Regularly — test new screenshots and keywords every few months.
Can ASO be localised for Indian languages?
Yes — Google Play supports localised store listings.
How long do ASO changes take to work?
Usually days to weeks after the store re-indexes your listing.
Related terms
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