App Store Optimisation Tips To Generate Leads
App Store Optimisation (ASO) is the process of improving your app’s visibility in app stores, much like SEO works for websites. For this reason, businesses aiming to generate leads through mobile applications should consider ASO as the foundation for success.
The app marketplace has grown remarkably competitive. With over 5 million apps across the Apple App Store and Google Play Store, standing out requires more than just a brilliant idea. In fact, recent statistics show that 65% of app downloads come directly from app store searches, making ASO crucial for visibility and lead generation.
For businesses, particularly those in competitive markets, ASO offers a cost-effective way to increase organic downloads and attract qualified leads. A well-optimised app listing can boost visibility by up to 40%, resulting in more downloads without increasing advertising spend. In fact, companies that prioritise ASO report a 30% increase in user acquisition compared to those that don’t.
Consider this: while paid advertising might bring immediate results, ASO creates a sustainable foundation for long-term growth. This is especially true for businesses in Denmark and across Europe, where the average user spends 4,8 hours daily on mobile apps.
Ultimately, for corporate clients and small businesses alike, ASO represents an opportunity to reduce customer acquisition costs, increase organic app discovery, build a stronger brand presence, generate quality leads consistently, and improve conversion rates.
In the following sections, we will detail practical App Store Optimisation strategies and tips to generate leads to help your app stand out.
ASO Fundamentals
Before diving into specific optimisation techniques, it’s essential to grasp the basic elements that affect your app’s success in the major app stores. These fundamentals shape how your app appears in search results and influences its chances of being downloaded.
App Store Ranking Factors?
The main factors that determine your app’s ranking include:
Primary Factors
The primary factors that have the strongest impact on your app’s visibility and ranking position in app stores include app title and keywords, total downloads and download velocity, user ratings and reviews, update frequency, and app performance metrics.
Specifically, an average rating above 4,0 stars shows a significant ranking advantage.
Furthermore, apps updated within the last 30 days rank higher, and performance metrics such as crash rates and load times also play a critical role in determining visibility and ranking.
Secondary Factors
While less influential than primary factors, these elements still play an important role in overall ranking performance.
They include engagement metrics (daily active users), uninstall rates, social proof signals, and backlinks to the app store listing.
Best App Store Optimisation Tips
Every successful app starts with proper optimisation in app stores. These proven tips will help your app gain visibility and attract more downloads in both the Apple App Store and Google Play Store.
1. Set up a clear strategy for App Store Optimisation
The foundation of a successful ASO begins with thorough market research and clear objectives. Start by identifying what makes your app special and understanding your target audience’s behaviour patterns.
In 2025, this means analysing user search patterns through AI-powered analytics, voice search behaviours (now accounting for 40% of app searches), regional language preferences and cultural nuances, competitor keyword strategies and success metrics, and user interface preferences across different demographics.
Furthermore, your strategy should address several key components including primary and secondary keywords for each store, visual asset optimisation for AR/VR previews, and user feedback integration systems. It should also establish performance metric targets and outline update schedules aligned with user behaviour.
Market Research Essentials
Before putting your app in the stores, it’s essential to conduct thorough market research to ensure that your app gets noticed by the right people. Start by analysing the top 10 competing apps in your category. Next, user reviews will be studied to identify common pain points that users experience. Additionally, track trending keywords in your niche to optimise your app’s visibility.
It’s also important to monitor seasonal search pattern changes to understand user behavior throughout the year. Finally, review successful apps in different regions to gain insights into various market dynamics.
Users spend an average of 10 seconds on an App Store page and 14 seconds on a Google Play page. Therefore, it’s important to make your app look good and show its best features right away. Focus on creating compelling, clear app store listings that highlight your app’s unique benefits and address specific user needs.
2. Make sure your app has the right name
Your app’s name serves as its digital identity and plays a crucial role in both discoverability and branding. In 2025’s crowded app marketplace, choosing the right name has become more important than ever, as it directly influences your app’s search rankings and user appeal.
Character Limits and Store Requirements
Each app store maintains specific technical requirements that must be met for successful app submission.
The Apple App Store allows for a maximum of 30 characters, while the Google Play Store has a limit of 50 characters. Additionally, both stores require unique names without trademark infringement.
Effective App Naming Strategy
Your app’s name serves as its primary identifier and first impression, which makes strategic naming crucial for success.
Brand Name + Function Keywords
Example: “Mindful: Sleep & Meditation” instead of just “Mindful”
Keyword Integration
Include one or two high-value keywords naturally within your app name. Research shows apps with strategic keyword placement in their names rank 10-20% higher in search results.
Essential Naming Guidelines for 2025
Modern app naming must balance search optimisation with brand identity while following platform-specific rules.
Dos:
- Use clear, memorable names.
- Include primary function keywords.
- Consider voice search compatibility.
- Ensure cross-language appropriateness.
- Test name searchability.
Don’ts:
- Stuff keywords unnaturally.
- Copy competitor names.
- Use prohibited terms (free, best, top, download now).
- Include special characters or excessive punctuation.
- Mislead about app functionality.
Remember: Your app name should balance search optimisation with brand identity. With 20,5% of the global population using voice search, pronunciation clarity has become equally important as written appearance.
Pro Tip: Test your chosen name with your target audience before finalising it. A small investment in user testing can prevent costly rebranding later.
3. Use keywords wisely
Keywords remain the backbone of ASO success, though their implementation varies significantly between app stores. Understanding how to use keywords effectively across different platforms can significantly impact your app’s visibility and download rates.
Apple App Store Keyword Strategy
The Apple App Store keyword strategy includes several important limits: the character limit for the keyword field is 100 characters, the title limit is 30 characters, and the subtitle is also limited to 30 characters. It is recommended to use all available characters strategically.
According to Sensor Tower, apps that utilise their full keyword allowance see up to 40% better visibility in search results.
Here’s how to maximise your keyword usage:
Title Keywords
When creating a title, it is important to include the primary keyword. Additionally, adding descriptive terms that users frequently search can enhance visibility. Throughout this process, ensure that the title maintains natural readability.
Keyword Field Best Practices
First, separate keywords with commas, and it’s crucial to avoid spaces between words. Additionally, don’t repeat the words used in the title. To enhance your keyword strategy, include common misspellings and add localised terms.
Google Play Store Approach
The Google Play Store approach involves several key elements: there is no separate keyword field, and the description limit is set at 4.000 characters. Additionally, the short description is restricted to 80 characters. It is recommended to maintain a keyword density of 2-3%.
For Google Play, when writing your description, just add your keywords in a way that sounds natural, like you’re talking to a friend. In fact, research shows that descriptions with a keyword density between 2-3% perform best in search rankings, while higher densities can trigger penalties. Simply put, if you use too many keywords, Google might not show your app as much. Keep it simple and friendly!
4. Research on keywords thoroughly
In 2025’s competitive app marketplace, picking the right search words (keywords) helps people find your app more easily. Before finalising your app’s metadata, understanding keyword performance metrics helps create an effective ASO strategy.
Key Metrics to Analyse
The first key metric is Search Volume, which indicates how often people search for specific terms. It’s good to know which words people use most when looking for apps like yours. To gauge this, check how often users search for specific terms, use Apple Search Ads data for iOS apps, and monitor seasonal trends and fluctuations.
The second metric is Keyword Difficulty, which measures how hard it is to rank for certain keywords. Understanding competition levels for specific keywords helps identify the most promising opportunities for ranking. Evaluate competition levels for each keyword, review top-ranking apps, and find words that fewer apps are using.
Lastly, the Relevancy Score indicates how well words match your app. Ensure keywords match your app’s functionality, use tools to check how good your words are, like a relevancy scale, and focus on terms that align with users’ wants. It helps maintain high-quality traffic and conversions.
Implementation Tips
To effectively use keywords across your app’s metadata while maintaining quality standards, consider these practical guidelines. First, include primary keywords in your app title. Next, use secondary keywords in the subtitle or description. It’s important to avoid keyword stuffing, as this can harm your app’s visibility. Additionally, make a point to update keywords based on performance data and test different keyword combinations to find the most effective strategy.
Remember to regularly review and update your keyword strategy. According to recent data, apps that conduct monthly keyword reviews see up to 40% better visibility in search results.
Pro Tip: Focus on long-tail keywords that combine multiple terms. These often have lower competition while attracting more qualified users to your app.
5. Write your app description effectively
Your app description must quickly capture attention while providing all essential information. These elements work together to create a compelling app listing that supports effective App Store Optimisation.
First Impression (First Three Lines)
Users typically spend only seconds scanning your app’s description.
Your opening lines must immediately grab attention and convey value by clearly stating your app’s main benefit. It’s important to include primary keywords naturally, along with a compelling call-to-action. Additionally, highlighting unique selling points will further capture user interest.
Main Description Structure
A well-organised description helps users understand your app’s benefits quickly and makes decision-making easier. Break it down into these key sections.
First, in the Problem Statement, tell people what problem you solve. Start by showing users you understand their needs, as this section builds connection and trust with potential users. Identify user pain points — what problems do they have? Present your solution – how does your app help? Finally, showcase key benefits — what good things will they get?
Next, in Feature Highlights, show off your best features. Showcase what makes your app special, as this section turns interest into action by highlighting your app’s unique capabilities. List the main features with benefits — what cool things can your app do? Include social proof — what do other users say? Mention any awards or recognition if you won any, and add download/user statistics — how many people use your app?
Lastly, cover Technical Requirements to inform users about what they need to use your app effectively. State device compatibility clearly — which phones work with it? Outline the required permissions — what permissions will it need? Specify storage space needed — how much space does it take? Finally, mention the minimum OS version — which version of iOS/Android is needed?
Format Tips
Proper formatting ensures your description is easy to read and understand across all devices and platforms.
Use short paragraphs (2-3 sentences) and add bullet points for scanability. Include relevant emojis strategically, maintain a consistent brand voice, and keep sentences concise.
Pro Tips
These additional strategies help keep your app description fresh and engaging throughout the year.
- Update descriptions with new features.
- A/B test different versions.
- Include seasonal updates.
- Address common user questions.
- Highlight privacy features.
Remember: Your description must balance readability for humans while incorporating keywords for store algorithms. Focus on clarity and value proposition rather than keyword density.
Note: Regular updates to your app description, particularly highlighting new features and addressing current user needs, can help maintain strong conversion rates.
6. Use A/B testing to find the right app icon
Your app icon often provides the first visual impression to potential users. In 2025’s visually-driven marketplace, a well-designed icon can significantly impact click-through rates and downloads.
Icon Design Fundamentals
Your app icon serves as your digital logo in the app stores. These essential design principles ensure your icon captures attention and communicates your app’s purpose effectively.
Create icons that stand out in search results, work well in different sizes, reflect your app’s core function, match your brand identity, and follow platform-specific guidelines.
A/B Testing Strategy
Testing different icon versions helps identify what resonates best with your target audience. This systematic approach removes guesswork from icon design.
You can test different variations of colour schemes, design elements, icon styles, background colours, and symbol placement/layouts.
Testing Process
A structured testing approach ensures reliable results and clear insights into what works best for your specific app and audience.
- Create 2-3 icon variations.
- Run tests; show them to users for at least 2 weeks.
- Measure click-through rates; see which one gets more clicks.
- Analyse user engagement; check which one people like most.
- Use the icon that works best.
Platform-Specific Requirements
Each app store has unique technical requirements. Meeting these specifications ensures your icon displays properly across all devices and contexts.
Apple App Store
Apple maintains strict guidelines for app icons, ensuring consistency across their ecosystem.
The required size is 1024 x 1024 pixels, and the format must be PNG. Additionally, there should be no transparency, and a square shape is required.
Google Play Store
Google’s requirements offer more flexibility while maintaining professional standards. The required size is 512 x 512 pixels, and the format should be PNG with alpha. This allows transparency and supports adaptive icons.
Best Practices
Your app icon needs to look good everywhere – from the app store to people’s phones. These practices help ensure maximum visibility and impact.
First, keep designs simple and easy to understand. Use bold, contrasting colours to make it stand out. Additionally, ensure readability at small sizes. It’s also important to consider dark mode display and to test across different devices.
Remember: Your icon must work effectively across various contexts – from app store listings to home screens and notifications. Regular testing and updating based on performance data helps maintain a competitive advantage.
Pro Tip: Test your icon against top competitors in your category. Look at other popular apps like yours. Understanding what works in your specific market segment can guide your design decisions effectively.
7. Use screenshots of good quality
In today’s app stores, compelling screenshots often determine an app’s success. In fact, according to recent data from Sensor Tower, users make download decisions within 3-5 seconds of viewing an app listing, making high-quality screenshots crucial for conversion.
Essential Screenshot Elements
These core components work together to create a compelling visual story about your app. Each element plays a specific role in convincing potential users to download.
When deciding what to show in your screenshots, consider including your best features, how people benefit from your app, what your app can do, what makes your app special, and your app’s style and personality.
Screenshot Best Practices
Modern app stores demand high-quality visuals that work across various devices and user preferences. These requirements ensure your screenshots perform well in all contexts.
To meet the design requirements, make sure your screenshots look clear and sharp on all screen sizes, work in both portrait and landscape orientations, look good in both dark and light versions, and match what people like in different countries.
Additionally, when considering content guidelines, ensure your screenshots show your best features first, add helpful text on images, illustrate how real people use the app, point out special features, and tell users why they need your app.
Modern Screenshot Creation Tools
Modern screenshot creation tools are essential for creating professional and engaging screenshots that meet current app store requirements and user expectations.
Some of the industry-standard tools include Figma, which is ideal for professional designs; Adobe XD, which is used for complex layouts; Canva Pro, perfect for quick edits; StoreMaven, which focuses on A/B testing; and AppFollow, which is useful for competitor analysis.
The Order of Your Screenshots Matters!
The sequence of your screenshots can significantly impact conversion rates. Each position serves a specific purpose in the user’s decision-making process.
- First screenshot: Main feature/benefit
- Second screenshot: What your app does
- Third screenshot: Popular features
- Fourth screenshot: What other users say
- Fifth screenshot: Additional benefits
Pro Tips
These additional strategies help keep your screenshots fresh and engaging throughout the year, ensuring continued effectiveness in the competitive app marketplace.
- Update screenshots seasonally.
- Test different layouts to see what works.
- Include UI animations; add some moving parts.
- Show real people using your app.
- Localise elements; add local touches for different countries.
Remember: Your screenshots should tell a compelling story about your app’s value within seconds. Regular updates and testing help maintain their effectiveness throughout the year.
Note: According to App Store data, apps with regularly updated screenshots see 25% higher conversion rates compared to those with static visuals.
8. Prepare a compelling app preview video
In 2025, video content remains a powerful tool for showcasing your app’s features and benefits. According to recent data from Cisco, video will account for 82% of all internet traffic in 2025, making app preview videos an essential element of your ASO strategy.
Video Requirements
Each app store maintains specific technical requirements for preview videos. Meeting these specifications ensures your videos display properly and effectively showcase your app.
Apple App Store
Apple’s strict video guidelines ensure a consistent, high-quality experience across their ecosystem. These requirements help maintain professional standards.
Videos should have a length of 15-30 seconds and be in either MP4 or MOV format. Additionally, the resolution must be 1080p or 4K, with the first frame serving as a poster frame. A maximum of 3 videos is allowed.
Google Play Store
Google’s more flexible video requirements allow for longer, more detailed presentations while maintaining quality standards.
The length of the videos can be up to 2 minutes, and they must be in MP4 format. The minimum resolution is 720p, and there is a custom thumbnail option available. Additionally, a maximum of 2 videos is allowed.
Key Elements to Include
To create a compelling preview that demonstrates your app’s value and functionality, it’s important to include several essential components. First, you’ll want to showcase the core functionality demonstration. Next, highlight the user interface to give users a sense of how they will interact with the app.
Additionally, make sure to display key features in action, showing their practical applications. Incorporating real-world usage scenarios will further illustrate the app’s potential. Finally, a clear value proposition will help convey the benefits users can expect from the app.
Best Practices for 2025
Modern app preview videos must capture attention quickly while delivering clear information about your app’s benefits and features.
The organisation of your video content significantly impacts viewer engagement and conversion rates. You should hook viewers in the first 3 seconds, show the main features clearly, include subtle motion graphics, and demonstrate how easy it is to use. End with a clear call-to-action.
Additionally, there are technical considerations that ensure your video performs well across all devices and viewing conditions. It’s essential to optimise for silent viewing, ensuring it works without sound by adding captions or text overlays. Make sure there are smooth transitions between scenes and that branding remains consistent. Lastly, test your video on different devices.
Pro Tips
These additional strategies help maintain your video’s effectiveness and relevance throughout the year.
- Update videos quarterly.
- Make versions for different countries.
- A/B test different approaches.
- Include seasonal content.
- Show real people using your app.
Remember: Your preview video should quickly demonstrate your app’s value while maintaining viewer interest. Keep it concise, engaging, and focused on key benefits.
Note: According to AppTweak, apps with preview videos see up to 35% higher conversion rates compared to those without videos.
9. Maximise app ratings and reviews
App ratings and reviews significantly influence both store algorithms and user decisions. In 2025, with an increased focus on social proof, managing your app’s reputation has become more crucial than ever.
Impact of Ratings and Reviews
Recent data shows that 92% of users read at least one review before downloading an app, while 88% consider ratings a key factor in their download decision.
Best Practices for Review Management
Strategic management of app reviews and ratings helps build trust and improve store rankings. These practices ensure effective engagement with your user base.
When to Ask for Reviews
The right moment to ask for reviews can significantly impact user response. Strategic timing increases the likelihood of positive feedback. Good times to ask are after users had a good experience, when they finish something in your app, when users achieve goals, after bug fixes or updates, and when they’re using your app a lot.
Platform-Specific Guidelines
Each app store maintains unique rules for review management. Understanding these differences ensures compliance and optimal results.
Apple App Store
Apple’s strict guidelines protect user experience while maintaining review authenticity. These guidelines state that there can be a maximum of three review prompts per year, and developers must use Apple’s review popup. Additionally, they cannot incentivise reviews, and all responses are visible to users.
Google Play Store
Google’s flexible system offers more customisation options while maintaining fair review practices. It includes an in-app review API that is available for use, along with customisable review prompts. However, it cannot give rewards for reviews, and it features a public response system.
Review Response Strategy
How you handle feedback directly impacts your app’s reputation. A well-planned response strategy builds trust with current and potential users.
Start by addressing issues promptly when users report problems or share concerns. Always thank users for their positive feedback, as this encourages continued engagement and more reviews. When addressing problems, provide clear timelines for solutions, helping users understand when to expect improvements or fixes. Moreover, maintain a professional tone in all communications, even when responding to negative feedback.
Finally, remember to update your responses when issues are resolved, showing potential users that you actively maintain and improve your app based on feedback. This comprehensive approach to review management helps build a strong, trustworthy relationship with your user base while attracting new downloads.
Tips for Generating Good Reviews
These practical approaches help gather meaningful feedback that can improve your app and attract new users.
- Choose optimal timing for requests.
- Make the feedback process simple.
- Address negative reviews quickly.
- Update the app based on feedback.
- Maintain consistent communication with your users.
Remember: Regular engagement with reviews shows potential users that you value customer feedback and actively maintain your app. This engagement often leads to improved ratings and increased downloads.
Pro Tip: Use automated tools to monitor reviews across different regions and languages, ensuring quick responses to all feedback.
10. Use app store analytic tools
In 2025, app store analytics have become essential for understanding your app’s performance and market position. Modern analytics tools provide detailed insights that help you see what’s working and what needs to get better.
Key Metrics to Track
The core metrics, known as performance indicators, reveal how well your app performs with users, helping identify strengths and weaknesses in your current strategy. Important performance indicators include download rates, which indicate how many downloads you get, user engagement, which measures how much people use your app, revenue tracking to determine how much money you make, and user retention, showing how many people keep using your app.
In addition to performance indicators, tracking market-related metrics helps you understand your competitive position and identify growth opportunities. This includes competitor rankings to assess how well other apps are doing, category trends to discover what’s popular right now, user sentiment to gather insights on what users think, and regional performance to analyse how you’re doing in different countries.
According to recent data, the global app analytics market is projected to reach $3.798 million by 2025, growing at a CAGR of 19,5%.
Benefits of Analytics Tools
Modern analytics platforms offer powerful features that help optimise your app’s performance and market presence. They track real-time performance, identify growth opportunities, and monitor competitor strategies. Additionally, these tools make your app easier to find and check if your marketing works.
Pro Tips
These practical suggestions help you make the most of your analytics tools and maintain consistent performance monitoring.
- Review analytics weekly.
- Set clear KPI targets.
- Compare how you’re doing in different places.
- Track how things change with seasons.
- Monitor user feedback patterns.
Remember: Regular analysis of your app’s performance data helps identify opportunities for improvement and guides strategic decisions for better visibility and downloads.
11. Optimise app listing and localisation
In 2025’s global app marketplace, localisation has become crucial for reaching international audiences. A well-localised app listing can significantly increase downloads and user engagement across different regions.
Importance of Localisation
Did you know? Recent data shows that 72% of users prefer apps in their native language. Apps that speak the local language get 128% more downloads!
Key Localisation Elements
These core components require careful adaptation for each target market to ensure your app resonates with local users.
Content Adaptation
The textual and descriptive elements of your app must be carefully translated and culturally adapted. This involves changing a few things, including the app name and description, keywords and metadata, screenshots and visuals, preview videos about your app, and in-app content.
Localisation Best Practices
Following these guidelines helps ensure effective adaptation of your app for different markets and cultures.
Proper language adaptation goes beyond basic translation to include cultural and regional nuances. Get native speakers to help with translations, include local sayings and customs, use the way people really talk, change things for different seasons, and use words people search for locally.
Visual components must be tailored to meet local preferences and cultural expectations. For example, adapt colours for cultural meaning, use region-specific screenshots, create local currency displays, adjust date/time formats, and make sure the text reads the right way (left-to-right or right-to-left).
Smart Ways to Go Global
A structured approach to implementing localisation helps ensure successful market entry.
First, research target markets, as understanding each market’s unique characteristics helps create effective localisation strategies. This involves identifying high-potential regions to find the best countries to start with, studying local app usage patterns to see how people use apps there, analysing competitor presence by looking at similar apps, and reviewing cultural preferences to learn what people like.
Next, prioritise languages, as the strategic selection and rollout of language versions maximise impact. It’s advisable to start with major markets first and then add languages bit by bit. You should make adjustments based on performance.
Lastly, it’s important to monitor regional trends.
Remember: Understanding cultural nuances and local user preferences helps create truly engaging app listings for each market.
Pro Tip: Begin with markets showing the highest potential return on investment, then expand based on performance data and market response.
Conclusion
In 2025’s highly competitive app marketplace, a strategic approach to App Store Optimisation (ASO) remains essential for success. With over 7 million apps competing for attention, proper ASO can mean the difference between going unnoticed and achieving widespread downloads.
The foundation of a successful ASO starts with a quality app that delivers real value. After all, even the most refined optimisation strategy cannot compensate for poor user experience or outdated features.
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