App Store Optimization is the practice of improving an app's visibility and conversion rate within app store search results. With over 3.5 million apps on Google Play and 1.8 million on the Apple App Store, discoverability is a fundamental challenge. ASO combines keyword research, metadata optimization, visual asset design, and ongoing iteration to improve organic install rates—often delivering more cost-effective user acquisition than paid advertising.
Keyword Research and Selection
Effective ASO begins with systematic keyword research. Identify the terms your target users actually search for, not the terms you assume they use. Tools like AppTweak, Sensor Tower, and App Radar provide search volume estimates, keyword difficulty scores, and competitor keyword analysis for both app stores.
Start with a seed list of obvious keywords related to your app's core functionality. Expand this list by analyzing competitor metadata, reviewing auto-suggest results in the app store search bar, and mining user reviews for the natural language customers use to describe your app's features. For the Bangladeshi market, include both English and Bangla keywords—Bangla search queries are growing rapidly as smartphone adoption expands beyond urban, English-speaking demographics.
Prioritize keywords with a balance of search volume and achievable competition. Long-tail keywords (three to five words) typically have lower search volume but also lower competition and higher conversion intent. A food delivery app in Dhaka might target "food delivery dhaka" rather than competing for the extremely competitive single keyword "food."
Metadata Optimization
On Google Play, the app title (up to 30 characters), short description (80 characters), and full description (4,000 characters) are all indexed for search. Place your highest-priority keywords in the title, secondary keywords in the short description, and use the full description to naturally incorporate remaining target keywords while describing your app's value proposition.
On the Apple App Store, the app name (30 characters), subtitle (30 characters), and keyword field (100 characters) are indexed. The description is not indexed for search on iOS, so focus your keyword efforts on the name, subtitle, and keyword field. Use the full 100 characters of the keyword field—separate keywords with commas, do not use spaces, and avoid repeating words that already appear in your app name or subtitle.
Localize metadata for every market you target. For Bangladesh specifically, create Bangla localizations of your app store listing. Localized listings consistently outperform English-only listings in local search results and demonstrate cultural relevance that improves conversion rates.
Visual Assets: Screenshots and Previews
Screenshots are the most influential conversion factor after the app icon. The first two screenshots (visible without scrolling in search results) must immediately communicate the app's core value. Use a combination of annotated device screenshots showing key features and lifestyle screenshots that convey the user benefit.
Design screenshots as a narrative sequence—each screenshot should build on the previous one, telling a story about the user experience. Include concise captions (five to seven words) highlighting specific features or benefits. Test different screenshot orders and styles using the store's built-in A/B testing tools.
App preview videos auto-play in search results on iOS and can significantly impact conversion. Keep previews under 30 seconds, lead with your most compelling feature in the first three seconds (when auto-playing without sound), and use captions throughout since most viewers watch without audio.
A/B Testing Store Listings
Google Play offers native A/B testing through Store Listing Experiments, allowing you to test different icons, screenshots, short descriptions, and full descriptions against your control listing. Run experiments for at least seven days and until you reach statistical significance (typically 90% confidence or higher).
Apple provides Product Page Optimization for testing alternative icons, screenshots, and app previews. You can create up to three treatment variants and Apple will distribute traffic among them, reporting conversion rate differences with confidence intervals.
Test one element at a time to isolate the impact of each change. Common high-impact tests include icon color and style variations, screenshot order changes, different value propositions in the first screenshot caption, and short description wording alternatives.
Rating and Review Management
Apps with higher ratings rank better and convert more effectively. Prompt users for ratings at moments of positive engagement—after completing a task successfully, achieving a milestone, or experiencing a feature they enjoy. Use the native in-app review API (StoreKit on iOS, Google Play In-App Review API on Android) rather than redirecting users to the store, as this frictionless flow yields higher review rates.
Respond to negative reviews promptly and constructively. Address the specific issue raised, explain any fixes shipped, and invite the user to update their review. This process not only can recover individual user ratings but also signals to potential users that the developer is responsive and invested in the product.
ASO as Part of Your Launch Strategy
At Nexis Limited, we incorporate ASO into our mobile development process from the earliest design phases. Our mobile development services include ASO strategy, metadata optimization, and ongoing performance monitoring. Contact us to ensure your app launches with maximum visibility in the app stores.