App Marketing · ServiceMOFU
App store optimisation (ASO) that converts more store visits
The short answer
ASO improves conversion for every install source at once — organic search, browse and featured placements, and every paid campaign that lands on your store page. A better listing lowers your effective cost per install across the board, which makes it one of the highest-leverage investments an app can make.
PMG optimises both halves: discoverability (ranking for the right searches) and conversion (turning store visits into installs).
What we optimise
- Keyword research for both stores, including Hinglish and regional-language queries
- App name, subtitle, short description and long description
- Screenshots designed to communicate value in the first two frames
- App preview video
- Icon testing
- Localised listings for key Indian languages
- Rating and review strategy with in-app prompts timed after positive moments
- Store listing experiments on Google Play; product page optimisation on iOS
- Custom store listings matched to specific ad campaigns
Google Play versus the App Store
- Google Play indexes the long description for search — keyword use there matters
- App Store relies on the name, subtitle and a hidden keyword field
- Google Play experiments let you A/B test graphics and text natively
- iOS custom product pages let paid campaigns land on tailored listings
- Ratings weigh heavily in both stores' ranking and conversion
How we run ASO
- Benchmark — current rankings, conversion rate and competitor listings.
- Research keywords by volume, relevance and difficulty.
- Rewrite metadata within each store's rules.
- Redesign screenshots around the value story, not UI tours.
- Test creative changes with native experiments.
- Fix ratings — prompt satisfied users, respond to reviews, feed issues to the product team.
Google Play vs App Store
| Google Play | Apple App Store | |
|---|---|---|
| Keyword sources | Title, short and full description | App name, subtitle, keyword field |
| Testing | Store listing experiments | Product page optimisation |
| Custom pages | Custom store listings | Custom product pages |
| Indian audience | Majority of users | Smaller, higher-value users |
ASO metrics
| Metric | Why |
|---|---|
| Keyword rankings | Search visibility |
| Store listing conversion rate | Asset effectiveness |
| Organic installs | Overall ASO impact |
| Ratings and review sentiment | Trust and ranking |
ASO by app type
| App type | ASO priorities |
|---|---|
| Fintech | Trust signals, security messaging, ratings |
| Commerce | Offers, delivery promises, screenshots of key flows |
| Gaming | Video previews, gameplay screenshots |
| Utilities | Clear benefit in title and first screenshots |
A worked example
A finance app ranked poorly for core search terms and converted few store visitors. We reworked its title and short description around the terms users searched, redesigned screenshots to show the main benefit first, and launched an in-app rating prompt after successful transactions. Organic installs and store conversion both improved.
Before ASO
- Keyword research for each store
- Competitor listing review
- Screenshot and video assets
- Rating-prompt plan
How a App Store Optimisation engagement with PMG runs
- Audit (week 0–1). Accounts, analytics, tracking, website, CRM flow and competitors reviewed, with a written list of what's broken, what's wasted and the three moves we'd make first.
- Plan (week 1–2). Break-even ROAS or a target cost per lead, a measurement plan and a 90-day roadmap for App Store Optimisation, with owners and dates.
- Launch (week 2–4). Clean structures, verified conversion signals, the first creative sprint and landing-page fixes.
- Optimise (months 2–3). A weekly test cadence, with budget following the cheapest incremental results rather than platform-reported ones.
- Scale (month 3 onwards). New channels, geographies and retention loops, added only when the economics hold.
Every week you get a one-page scorecard, a change log, the test board and a 30-minute call with your strategist. See how we work and pricing for details.
Why teams choose PMG for App Store Optimisation
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run App Store Optimisation
We manage App Store Optimisation for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for App Store Optimisation.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
How much can ASO improve installs?
It depends on how weak the current listing is. Screenshot, icon and first-line description improvements alone often produce meaningful conversion gains.
How often should we update the listing?
Test continuously, update metadata with major releases, and refresh screenshots when the product or value proposition changes.
Does ASO help paid campaigns?
Yes — paid users land on the same listing, so better conversion lowers your effective cost per install.
How long does ASO take to work?
Asset changes can improve conversion quickly; keyword ranking changes usually take several weeks.
Should we localise our app listing?
If you target non-English-speaking users, localised listings can improve both discovery and conversion.
Does ASO affect paid campaign performance?
Yes. Better store conversion lowers the cost per install for paid traffic too.
How long does ASO take to show results?
Store algorithms usually reflect metadata changes within days to weeks; ratings improvements build over time.
Do ratings affect app store rankings?
Yes — ratings and reviews influence both rankings and conversion from store visits.
Do app ratings affect paid campaigns?
Higher ratings improve conversion from both paid and organic traffic.
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
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