4 Tips for App Store Optimisation (ASO)

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In today’s reality of unlimited tech options, the saying “build it and they will come” is no longer relevant. With over 3 million mobile apps available across the major app stores, getting users to discover your app now requires continuous effort. App Store Optimisation (ASO) is the process of improving the visibility of your mobile app in an app store. It is different from Search Engine Optimisation (SEO) because it is specific to app store algorithms which result in ranking highly in app store search and top charts. When clicking through in app stores, visitors are looking for visuals, peer reviews and regular updates; operators with apps must focus on how to hit the “sweet spot” of information and engagement to increase downloads.We’ve compiled 4 simple tips to help you build downloads and long-term traction within app stores:

Visual Appeal

This is the power hitter of your app strategy. The app store is the place where your potential users go to choose between your app and a competitor’s. To make sure your app is the obvious choice, you need your icon and screenshots to showcase your brand and the key benefits of your app. You can build even stronger appeal by showing users exactly what they will get with a video within your description, showcasing the features of your app.


Operators need to have a “leg out” to have a lead on the competition:  strong keyword and metadata is how you get your advance. You can research keywords that lead people to your app, but also words that connect with your brand; this will get you a stronger download rate once a user clicks through to your app. Creating a title with your keyword in it will also allow you to capture more new users. Draft a clear description of your app that provides potential players with a very clear picture of what your app has to offer.


Creating a robust campaign through multiple channels can provide a “bang-bang” quick play for your ASO. Generate awareness outside the app store through your own website, affiliate marketing, social media, PPC and other channels. The more familiar potential users are with your brand, the more direct searches you can get in the app store.


Reviews and app ratings can be the difference between a home run hit and a swing-and-a-miss. Users want to see what others think of your app, so you should encourage reviews and ratings with push notifications. Take advantage of the What’s New section in your description to show potential users how you have improved user experience (UX) with upgrades that are responsive to user reviews. This transparency builds loyalty within your user base and increases player engagement.

By embracing these 4 tactics, you will be on your way to a winning ASO strategy.

For information on how Income Access can help your app, get in touch with us for a free consultation.

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